Content strategy and storytelling

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Presentation of Martin Schobert, managing director at tourismusdesign at enter 2013. I am sharing my knowledge about content management and content strategy in travel and tourism. I also will …

Presentation of Martin Schobert, managing director at tourismusdesign at enter 2013. I am sharing my knowledge about content management and content strategy in travel and tourism. I also will introduce 5 geat and simple "forgotten strategies" to develop digital strategies and create new aproaches in digital project developments.

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  • 1.     CONTENT & STORYTELLINGSERVICE DESIGN TOOLS IN DEVELOPING DIGITAL STRATEGIES Martin Schobert tourismusdesign.com Tulln, Austria 1  
  • 2. CONTENT  STRATEGY   2  
  • 3. 3   Digital  Masterplan:  Content  Strategy,  Tac@cs,  ...  2014   Content   Service   Marke3ng   Sales   Orga   Technic   Know  How  Owned  Bought  Earned   3  
  • 4.   4     4  
  • 5. 5   5  
  • 6. 6  CONTENT STRATEGY 6  
  • 7. USER  FIRST   7  
  • 8. 8  
  • 9. TOOL  1  PERSONA   9  
  • 10. TARGETS & NEEDS ONSITE Quelle:  hTp://thinking.designismakingsense.de/service-­‐design/methoden/personas   10  
  • 11. Es  war  eine  riesen  Gaudi!   ZIELGRUPPEN Die  BeTen  waren  etwas  unbequem!   -­‐  gutes  Essen,  Genießer   -­‐   kommt  mit  guten  Freunden   -­‐   Literatur   -­‐   Ski   -­‐  will  gutes  Essen  und  Komfort  (Sauna)   -­‐   Wandern   -­‐   will  Lebensenergie  tanken   -­‐   sucht  Erinnerungen  an  früher   Georg   50+   -­‐   keine  zu  steilen  Abfahrten   -­‐   will  Spaß  mit  seinen  Jungs  von  früher   Studienrektor   -­‐  3.  Pubertät   -­‐   war  in  jungen  Jahren  viel  unterwegs   -­‐   ausgeglichen   -­‐   Natur   -­‐  StuTgart,  Einfamilienhaus   -­‐   gute  Ausdauer   -­‐   fährt  Sharan,  reist  aber  mit  ÖFFIS  an   -­‐   verheiratet,  2  Kinder  (23,  25)   -­‐   hat  viel  Zeit  Ausgearbeitet  von  tourismusdesign.com      Quelle:  hTp://thinking.designismakingsense.de   11  
  • 12. TOOL  2  STORYTELLING   12  
  • 13. TOOL  3  CHICKEN  ROLEPLAY   13  
  • 14. TOOL  4  CUSTOMER  JOURNEY  MAP   14  
  • 15. Quelle:  hTp://thisisservicedesignthinking.com   15  
  • 16. TOOL  5  BOOM-­‐WOW-­‐WOW-­‐WOW-­‐BOOM   16  
  • 17. DIGITAL  STORYTELLING  iN  TOURISM   =   EXPERIENCE  PR     some  good  examples  ...   17  
  • 18. Digital Storytelling I Examples hTp://www.crea@vetourist.com   18  
  • 19. TOP 10 LISTS hTp://utrip.com   19  
  • 20. PLANNING WITH VIDEO hTp://www.youtube.com/visitbrazil   20  
  • 21. A TOPIC HOLISTICALLY hTp://www.oldyoungsea.com   21  
  • 22. STORYTELLING & PICTURES hTp://pixmeaway.com   22  
  • 23. STORYTELLING & PICTURES hTp://www.101holidays.co.uk/ short-­‐breaks/   23  
  • 24. STORYTELLING & PICTURES hTp://pinterest.com/irenech/weekend-­‐@pps/     24  
  • 25. STORYTELLING & PICTURES hTp://quiito.com   25  
  • 26. ON THE ROAD STORIES hTp://www.rome2rio.com   26  
  • 27. STORYTELLING & BOOKING hTp://wehostels.com/   27  
  • 28. STORYTELLING & BOOKING hTp://wehostels.com/   28  
  • 29. STORYTELLING & BOOKING hTp://wehostels.com/   29  
  • 30. STORYTELLING & BOOKING hTp://www.flightswithfriends.com/   30  
  • 31. STORYTELLING & BOOKING hTp://www.flightswithfriends.com/   31  
  • 32. MY FAVORIT hTp://utrip.com   32  
  • 33. AND GOOGLE hTp://utrip.com  hTps://www.schemer.com   33  
  • 34. UND GOOGLEhTps://www.schemer.com   34  
  • 35. STORIES BY TRIPPLANNING hTp://www.tripoma@c.com/   35  
  • 36. CONNECT:   twiTer.com/joebertl   facebook.com/tourismusdesign  or  „google“:  tourismusdesign.com     36