Real-Time Digital Storytelling   for Destinations During  Challenging News Cycles Daniel Noll and Audrey Scott, Uncornered...
December 17, 2011 – Cairo, Egypt
December 17, 2011 – Cairo, Egypt
December 17, 2011 – Cairo, Egypt
Real-Time Reactions Trust + Immediate Response = Changing Perceptions Real Time
Changing Minds
Why We Are Here !   Define storytelling & digital storytelling !   Digital storytellers/travel bloggers as partners during ...
Erica: Ahimsa Media & Roamancing                   Now:                      !   Digital Storyteller & Strategist         ...
Dan & Audrey: UncorneredMarket.com         !   5 Years, 70+ Countries: Leading Travel Blog           & Social Media Influen...
If You Are on Twitter...    #WeVisitEgypt    #TourismMedia   !  Dan and Audrey: @UMarket      #UNWTO        !  Erica: @Ahi...
Storytelling: A Definition!   The Ancient Art of passing down  knowledge & information through  anecdotal tales. !   Bringi...
Digital Storytelling!   Two-way communication, not  broadcasting.!   Multi-Platform.!   Immediate and Long Lasting.!   A M...
Why is this effective? Blog comments“You guys are the perception busters, from Iran to Egypt your perspectiveis one I can ...
Quantitative & Qualitative Metrics                Twitter Reach:         Facebook Reach: 14,000+Monthly Blog Reach: ~100,0...
From Challenge to Opportunity!   Its not about:    !   telling them its safe, thats propaganda    !   a list of nice and b...
Why Is This Important?
Thank You! Let’s continue the conversation. Connect with us on:   ! UncorneredMarket.com and Roamancing.com /     AhimsaMe...
UNWTO Tourism & Media Conference: Real-Time Digital Storytelling for Destinations During Challenging News Cycles
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UNWTO Tourism & Media Conference: Real-Time Digital Storytelling for Destinations During Challenging News Cycles

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Learn from digital storytellers and travel bloggers, Daniel Noll, Audrey Scott and Erica Hargreave on how they partner with tourism boards and DMOs to use social media and blogging to change the conversation about tourist destinations challenged by negative perceptions related to current events.

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  • ----- Meeting Notes (4/26/12 10:13) -----1) Welcome2) Title + names3) Thank you4) Before we get started, tell you a story
  • Feedback came from every channelWe are not about placing readers in harm’s way – NEVER compromise on safety
  • It’s a story, It might be “the” story, but it’s not the full story.For destinations suffering difficult news cycles, for DMOs and tourism boards, it’s up to you to get that full story out.In addition to the example story from our first visit,
  • Thanks for ETA for forethought and innovation and and UNWTO for their support#WeVisitEgypt
  • Connects audience with destination in moment More than just an impression. Plants the seed: “I want to learn more” Changes minds: “Never thought of X destination, but now I’m interested”Greater longevity
  • Thanks to the organizers at UNWTO and the Egyptian Tourism Authority
  • UNWTO Tourism & Media Conference: Real-Time Digital Storytelling for Destinations During Challenging News Cycles

    1. 1. Real-Time Digital Storytelling for Destinations During Challenging News Cycles Daniel Noll and Audrey Scott, Uncornered Market Erica Hargreave, Ahimsa Media
    2. 2. December 17, 2011 – Cairo, Egypt
    3. 3. December 17, 2011 – Cairo, Egypt
    4. 4. December 17, 2011 – Cairo, Egypt
    5. 5. Real-Time Reactions Trust + Immediate Response = Changing Perceptions Real Time
    6. 6. Changing Minds
    7. 7. Why We Are Here !   Define storytelling & digital storytelling !   Digital storytellers/travel bloggers as partners during challenging times !   #WeVisitEgypt real-time case study, stories and statistics
    8. 8. Erica: Ahimsa Media & Roamancing Now: !   Digital Storyteller & Strategist !   University & College Professor !   Mainstream Media Writer Previous: !   Creative Producer !   TV Star !   Scientist Provoking Thought, Inspiring the Imagination & Bringing Stories to Life
    9. 9. Dan & Audrey: UncorneredMarket.com !   5 Years, 70+ Countries: Leading Travel Blog & Social Media Influencer !   Cooperation with Jordan, Greece, Mexico, Iran (G Adventures) and Egypt !   Social media strategy for UN Foundation- backed Global Sustainable Tourisk Council !   Previous experience: Radio Free Europe/ Radio Liberty, IT & management consulting
    10. 10. If You Are on Twitter... #WeVisitEgypt #TourismMedia !  Dan and Audrey: @UMarket #UNWTO !  Erica: @AhimsaMedia
    11. 11. Storytelling: A Definition!   The Ancient Art of passing down knowledge & information through anecdotal tales. !   Bringing people, places, experiences and our senses to life in the mind’s eye.!   In terms of travel, think Destination Brand Storytelling.
    12. 12. Digital Storytelling!   Two-way communication, not broadcasting.!   Multi-Platform.!   Immediate and Long Lasting.!   A More Personal Voice & Tone. Trust.
    13. 13. Why is this effective? Blog comments“You guys are the perception busters, from Iran to Egypt your perspectiveis one I can trust and am glad to see the positive sides of these countries versus everything you always read in headlines.” - Matt “Great observation. It seems that our similarities are greater than our differences. Too bad these types of observations are limited to travellers. The media images seen by general public can be so skewed.” - Michaela “A very reassuring post on a destination that I’ve thought about for a long time.” – Andrew Gould “Wonderful. Egypt has been in my dreams for awhile. I hope I’ll manage to go this year.” - Angela
    14. 14. Quantitative & Qualitative Metrics Twitter Reach: Facebook Reach: 14,000+Monthly Blog Reach: ~100,000 unique visitors
    15. 15. From Challenge to Opportunity!   Its not about: !   telling them its safe, thats propaganda !   a list of nice and beautiful things!   It is about !   addressing prospective visitors concerns !   placing people at the center of addressing that concern !   telling stories that make the point about safety !   providing information that helps  putting things in perspective, in broader context!   - How:  through agents with communities that trust them, agents that can tell a good story, an effective story
    16. 16. Why Is This Important?
    17. 17. Thank You! Let’s continue the conversation. Connect with us on: ! UncorneredMarket.com and Roamancing.com / AhimsaMedia.com !   Twitter: @Umarket @Roamancing !   Facebook: /UncorneredMarket /Roamancing !   LinkedIn: Audrey Scott & Daniel Noll & Erica Hargreave

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