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                          	    CONTENT & STORYTELLINGSERVICE DESIGN TOOLS IN DEVELOPING DIGITAL STRATEGIES                ...
CONTENT	  STRATEGY	                            2	  
3	      Digital	  Masterplan:	  Content	  Strategy,	  Tac@cs,	  ...	  2014	       Content	     Service	     Marke3ng	     ...
    4	  	                 4	  
5	          5	  
6	  CONTENT STRATEGY                           6	  
USER	  FIRST	                      7	  
8	  
TOOL	  1	  PERSONA	                             9	  
TARGETS & NEEDS ONSITE        Quelle:	  hTp://thinking.designismakingsense.de/service-­‐design/methoden/personas	         ...
Es	  war	  eine	  riesen	  Gaudi!	             ZIELGRUPPEN                                                                ...
TOOL	  2	  STORYTELLING	                                  12	  
TOOL	  3	  CHICKEN	  ROLEPLAY	                                         13	  
TOOL	  4	  CUSTOMER	  JOURNEY	  MAP	                                                14	  
Quelle:	  hTp://thisisservicedesignthinking.com	                                                         15	  
TOOL	  5	  BOOM-­‐WOW-­‐WOW-­‐WOW-­‐BOOM	                                             16	  
DIGITAL	  STORYTELLING	  iN	  TOURISM	                            =	                      EXPERIENCE	  PR	  	             ...
Digital Storytelling I Examples                       hTp://www.crea@vetourist.com	                                       ...
TOP 10 LISTS               hTp://utrip.com	                                       19	  
PLANNING WITH VIDEO              hTp://www.youtube.com/visitbrazil	                                                   20	  
A TOPIC HOLISTICALLY                hTp://www.oldyoungsea.com	                                              21	  
STORYTELLING & PICTURES                hTp://pixmeaway.com	                                            22	  
STORYTELLING & PICTURES                hTp://www.101holidays.co.uk/                short-­‐breaks/	                       ...
STORYTELLING & PICTURES             hTp://pinterest.com/irenech/weekend-­‐@pps/	  	                                       ...
STORYTELLING & PICTURES              hTp://quiito.com	                                       25	  
ON THE ROAD STORIES                hTp://www.rome2rio.com	                                          26	  
STORYTELLING & BOOKING                hTp://wehostels.com/	                                             27	  
STORYTELLING & BOOKING                hTp://wehostels.com/	                                             28	  
STORYTELLING & BOOKING                hTp://wehostels.com/	                                             29	  
STORYTELLING & BOOKING              hTp://www.flightswithfriends.com/	                                                  30	  
STORYTELLING & BOOKING              hTp://www.flightswithfriends.com/	                                                  31	  
MY FAVORIT             hTp://utrip.com	                                     32	  
AND GOOGLE                             hTp://utrip.com	  hTps://www.schemer.com	                                          ...
UND GOOGLEhTps://www.schemer.com	                               34	  
STORIES BY TRIPPLANNING              hTp://www.tripoma@c.com/	                                               35	  
CONNECT:	           twiTer.com/joebertl	   facebook.com/tourismusdesign	  or	  „google“:	  tourismusdesign.com	           ...
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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 introduce 5 geat and simple "forgotten strategies" to develop digital strategies and create new aproaches in digital project developments.

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Transcript of "Content strategy and storytelling"

  1. 1.     CONTENT & STORYTELLINGSERVICE DESIGN TOOLS IN DEVELOPING DIGITAL STRATEGIES Martin Schobert tourismusdesign.com Tulln, Austria 1  
  2. 2. CONTENT  STRATEGY   2  
  3. 3. 3   Digital  Masterplan:  Content  Strategy,  Tac@cs,  ...  2014   Content   Service   Marke3ng   Sales   Orga   Technic   Know  How  Owned  Bought  Earned   3  
  4. 4.   4     4  
  5. 5. 5   5  
  6. 6. 6  CONTENT STRATEGY 6  
  7. 7. USER  FIRST   7  
  8. 8. 8  
  9. 9. TOOL  1  PERSONA   9  
  10. 10. TARGETS & NEEDS ONSITE Quelle:  hTp://thinking.designismakingsense.de/service-­‐design/methoden/personas   10  
  11. 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. 12. TOOL  2  STORYTELLING   12  
  13. 13. TOOL  3  CHICKEN  ROLEPLAY   13  
  14. 14. TOOL  4  CUSTOMER  JOURNEY  MAP   14  
  15. 15. Quelle:  hTp://thisisservicedesignthinking.com   15  
  16. 16. TOOL  5  BOOM-­‐WOW-­‐WOW-­‐WOW-­‐BOOM   16  
  17. 17. DIGITAL  STORYTELLING  iN  TOURISM   =   EXPERIENCE  PR     some  good  examples  ...   17  
  18. 18. Digital Storytelling I Examples hTp://www.crea@vetourist.com   18  
  19. 19. TOP 10 LISTS hTp://utrip.com   19  
  20. 20. PLANNING WITH VIDEO hTp://www.youtube.com/visitbrazil   20  
  21. 21. A TOPIC HOLISTICALLY hTp://www.oldyoungsea.com   21  
  22. 22. STORYTELLING & PICTURES hTp://pixmeaway.com   22  
  23. 23. STORYTELLING & PICTURES hTp://www.101holidays.co.uk/ short-­‐breaks/   23  
  24. 24. STORYTELLING & PICTURES hTp://pinterest.com/irenech/weekend-­‐@pps/     24  
  25. 25. STORYTELLING & PICTURES hTp://quiito.com   25  
  26. 26. ON THE ROAD STORIES hTp://www.rome2rio.com   26  
  27. 27. STORYTELLING & BOOKING hTp://wehostels.com/   27  
  28. 28. STORYTELLING & BOOKING hTp://wehostels.com/   28  
  29. 29. STORYTELLING & BOOKING hTp://wehostels.com/   29  
  30. 30. STORYTELLING & BOOKING hTp://www.flightswithfriends.com/   30  
  31. 31. STORYTELLING & BOOKING hTp://www.flightswithfriends.com/   31  
  32. 32. MY FAVORIT hTp://utrip.com   32  
  33. 33. AND GOOGLE hTp://utrip.com  hTps://www.schemer.com   33  
  34. 34. UND GOOGLEhTps://www.schemer.com   34  
  35. 35. STORIES BY TRIPPLANNING hTp://www.tripoma@c.com/   35  
  36. 36. CONNECT:   twiTer.com/joebertl   facebook.com/tourismusdesign  or  „google“:  tourismusdesign.com     36  
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