Show, Dont Tell: How to Use DigitalStorytelling and Social Media to Market  Your Responsible Tourism Offering      Daniel ...
Show, Dont Tell: How to Use DigitalStorytelling and Social Media to Market  Your Responsible Tourism Offering      Daniel ...
How to Tell Your Responsible     Tourism Story…               Without Using the Words “Responsible Tourism”
Roadmap!  Marketing Responsible Tourism: the problem!  Storytelling: philosophy, business case and approach!  The role of ...
What Business Are We In?!  Travel business?!  Experience business?!  Inspiration business?!  Differentiation business?
Framing the RT Problem!  33% interested in environmental & socially responsible    tourism, but only 8% willing to pay mor...
Backdrop: Too many messages                               Too	  many	  messages…!	           !   Prospect, 6000 messages. ...
Storytelling: Why?!  Cuts through noise, helps customers retain message!  Delivers depth of impression!  Differentiator, n...
Storytelling: What it is NOT                                    !  A bullet list of sites, activites, or                  ...
What is Story?!  Story:    !  An account, a telling of an       experience   !  Does not need to be long form   !  If expe...
Storytelling Components & Techniques!  Show, don’t tell!  Involve characters!  Crux and conflict!  Emotional connection!  M...
Storytelling: Leading Questions!  Who is affected? And how? !  What is being done? How? !  Why is it important? (Is the co...
Storytelling for Responsible Tourism!  Communicate and market the experience first, not    “responsible tourism”!  Show why...
Why use social media?
Content and ContextContent is KingContext is QueenToday: content without context = emperorwith no clothes
Case Study 1: Hosteling InternationalIn Chicago, young people from Egypt, France, Germany, Morocco,Tunisia, and the United...
Case Study 2: Morgan’s Rock, NicaraguaFor decades, sloths were nowhere to be seen in theMorgan’s Rock area as the land had...
Case Study 3: G Adventures, CambodiaG	  Adventures’	  travelers	  coming	  through	  Siem	  Reap	  make	  a	  stop	  at	  ...
Leveraging Social Media Content
NO RECIPE FOR SOCIAL       MEDIA              EXPERIMENT!
Upshot & Take-aways!   Responsible Tourism isn’t a line item – build it in!!   Address all 3 pillars !   Use story as a di...
Stay in touch…Let’s continue the conversation. Connect with us on:  ! UncorneredMarket.com  !   Twitter: @UMarket  !   Fac...
How to Use Digital Storytelling and Social Media to Market Your Responsible Tourism Offering
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How to Use Digital Storytelling and Social Media to Market Your Responsible Tourism Offering

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From this presentation, attendees will take away:
1) The concept of story and the importance of jargon-free effective storytelling to demonstrate what responsible tourism is and why it matters, and how it enhances a traveler's experience.
2) Why story is crucial in differentiating your offering, educating consumers and convincing them to act and purchase.
3) Specific social media storytelling strategies, platforms, and tools that enable exposure, engagement and brand advocacy.

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Transcript of "How to Use Digital Storytelling and Social Media to Market Your Responsible Tourism Offering"

  1. 1. Show, Dont Tell: How to Use DigitalStorytelling and Social Media to Market Your Responsible Tourism Offering Daniel Noll and Audrey Scott, Uncornered Market UncorneredMarket.com   @UMarket   facebook.com/UncorneredMarket    
  2. 2. Show, Dont Tell: How to Use DigitalStorytelling and Social Media to Market Your Responsible Tourism Offering Daniel Noll and Audrey Scott, Uncornered Market UncorneredMarket.com   @UMarket   facebook.com/UncorneredMarket    
  3. 3. How to Tell Your Responsible Tourism Story… Without Using the Words “Responsible Tourism”
  4. 4. Roadmap!  Marketing Responsible Tourism: the problem!  Storytelling: philosophy, business case and approach!  The role of social media!  Case studies Tweetable? @uMarket #RTClinics #ITBBerlin
  5. 5. What Business Are We In?!  Travel business?!  Experience business?!  Inspiration business?!  Differentiation business?
  6. 6. Framing the RT Problem!  33% interested in environmental & socially responsible tourism, but only 8% willing to pay more for environmentally and socially responsible travel. !  22% say that sustainability is among the top 3 factors, while only 1/3 actually do book sustainable holidays
  7. 7. Backdrop: Too many messages Too  many  messages…!   !   Prospect, 6000 messages. Japan photo   Your  average  prospec-ve   customer  is  enduring  more   than  6000  adver-sing   messages  every  day  
  8. 8. Storytelling: Why?!  Cuts through noise, helps customers retain message!  Delivers depth of impression!  Differentiator, not a commodity!  Goals: !  Plant the seed !  Change minds/Shift perception !  Story  Trust  Take action
  9. 9. Storytelling: What it is NOT !  A bullet list of sites, activites, or amenities !  A mass distribution press release !  A bunch of statistics !  Fiction, making things up
  10. 10. What is Story?!  Story: !  An account, a telling of an experience !  Does not need to be long form !  If experience is the new currency…!  Then storytelling is your bank
  11. 11. Storytelling Components & Techniques!  Show, don’t tell!  Involve characters!  Crux and conflict!  Emotional connection!  Multi-dimensional, taps multiple senses!  Pillars: People, Environment, Economy!  Communicates: what, but also how and why
  12. 12. Storytelling: Leading Questions!  Who is affected? And how? !  What is being done? How? !  Why is it important? (Is the community benefiting?)!  How can this impact a traveler’s experience? Bangladesh Homestay
  13. 13. Storytelling for Responsible Tourism!  Communicate and market the experience first, not “responsible tourism”!  Show why travelers benefit from choosing responsible tourism: experience amplifier + feel good !  Travelers/stakeholders become part of the story, part of solution.!  Effective storytelling = Greenwash killer
  14. 14. Why use social media?
  15. 15. Content and ContextContent is KingContext is QueenToday: content without context = emperorwith no clothes
  16. 16. Case Study 1: Hosteling InternationalIn Chicago, young people from Egypt, France, Germany, Morocco,Tunisia, and the United States gathered together for the 7th IOU Respectexchange, a program developed after September 11. This exchangeincluded two weeks of programs and activities focused on bridgingcultural divides and learning to approach the world and its people withopen minds.
  17. 17. Case Study 2: Morgan’s Rock, NicaraguaFor decades, sloths were nowhere to be seen in theMorgan’s Rock area as the land had been cleared for a trainroute and cattle farming. Thanks to reforestation, animalshave migrated back to their natural home. And this is where– and how -- you’ll see them today.
  18. 18. Case Study 3: G Adventures, CambodiaG  Adventures’  travelers  coming  through  Siem  Reap  make  a  stop  at  New  Hope.  All  the  money  from  the  sales  of  lunch  goes  to  New  Hope  and  its  work  in  the  local  community.  This  experience  oFen  comes  up  at  the  top  of  tour  feedback.  
  19. 19. Leveraging Social Media Content
  20. 20. NO RECIPE FOR SOCIAL MEDIA EXPERIMENT!
  21. 21. Upshot & Take-aways!   Responsible Tourism isn’t a line item – build it in!!   Address all 3 pillars !   Use story as a differentiator!   Build depth of impression!   This is a human exercise!   Have fun!
  22. 22. Stay in touch…Let’s continue the conversation. Connect with us on: ! UncorneredMarket.com !   Twitter: @UMarket !   Facebook: /UncorneredMarket Thank you!

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