The Power of Letting Others Tell Your Story - #SPARK15

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When Amtrak opened up its content platform to let travelers share their own stories, it took a risk, but reaped a reward. This session will look at how you can win by letting others tell your story, based on Amtrak’s experience. The presentation will highlight external partnerships, user generated blog content and the Amtrak Residency. What you’ll learn: --How sharing the message with a new audience elevates the story. --Why user generated blog content helps highlight our destinations. --How certain blog tactics extended the shelf-life of their existing content.

Marketing

THE POWER OF
LETTING OTHERS TELL
YOUR STORY

HELLO!
Alicia Lee
@missalees
#Spark15
Amtrak
Senior Communications Specialist
Social Media
2

81%
shoppers
research online
before buying.
-Retailing Today, 2014
4
84%
check business
websites
-2014 State of B2B
Procurement Study

It’s great if you
say you’re great.
5
But who cares.

Reviews are useful.
6
Stories are impactful.

When getting others to share
your story strive for it to be:
7
Authentic
Relatable
Honest

3 WAYS AMTRAK
USED STORYTELLING
9
Partnerships City Profiles Amtrak Residency

Passtion Passport
Wanderlust travlers with
‘itchy feet’
Storytellers using
various mediums
Large audience on all
channels
Amtrak
All ages but skews older
Wants to grow audience
Wants to highlight
uniqueness of train
travel
Partnerships
10

TIPS
▸Test it out on a smaller scale
before doing a larger
partnership
▸Determine your ROI metric
▸Make sure your goal ties back
to a larger company goal
▸Have a contract
11

13
“Hands down the most
beautiful train ride I’ve
ever taken up to this
point in my life. As our
@Amtrak wound through
Montana, we pressed our
phones, cameras and
faces against the glass in
wonder as the sun set
over the Rockies on our
way into @GlacierNPS.”-
Mat Rick, @matrickphoto

32%
Instagram7% Google+
15
3.2% Twitter
3% Facebook
Percentage
Increase in
Audience by
Channel
(June – Sept)
2015

16
Orange: Instagram June –Sept. 2015
Green: Instagram June – Sept. 2014

Why It
Worked
▸Broadened Our Audience
▸Increased Engagement
▸Shared the Amtrak story
through someone else’s
lens
17

Why It
Worked
▸Broadened Our Audience
▸Increased Engagement
In April 2015, our city profiles content received double the
amount of interactions than non-story sharing content
▸Gave Our Customers and
Assist
20

▸ From a tweet to a train ride
▸ Over 16,000 applied
▸ Judges from the literary
community
▸ Narrowed down to 24
writers
▸ Experience the uniqueness
of train travel, unplug and
write
▸ Offered unfiltered space on
the Amtrak Blog to share
the journey
21

“I’ve had very deep and
friendly encounters with people
who pretty clearly don’t share
some of my cultural and
political perspectives, but as
we listen rather than debate
we find we have much in
common. There’s something
about the train that seems to
create an expansive space for
intimacy amid the physical
confines.” – Farai Chideya
22

Why It
Worked
▸Broadened our audience
▸Highlighted our
transparency
▸Increase in engagement
23

TIPS
▸Determine the story that you want to share
▸Be strategic, look for partnerships with
influencers or groups that help tell that story
▸Set a goal that ties back to the larger
company goal (Critical for the C Suite)
▸If possible, start on social then broaden it
to in person
▸Have a contract
26

27
THANKS!
Questions?
Alicia Lee
@missanlees
#Spark15
alicia.lee@amtrak.com

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