Show, Don't Tell: Employing Digital Storytelling and Social Media in Building Brand Advocacy

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How to Tell Your Sustainable Tourism Story…Without Using the Words
“Sustainable Tourism”

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Show, Don't Tell: Employing Digital Storytelling and Social Media in Building Brand Advocacy

  1. 1. Show, Dont Tell: Employing Digital Storytelling and Social Media in Building Brand Advocacy Daniel Noll and Audrey Scott, Uncornered Market UncorneredMarket.com   @UMarket   facebook.com/UncorneredMarket    
  2. 2. Show, Dont Tell: Employing Digital Storytelling and Social Media in Building Brand Advocacy Daniel Noll and Audrey Scott, Uncornered Market UncorneredMarket.com   @UMarket   facebook.com/UncorneredMarket    
  3. 3. How to Tell Your Sustainable Tourism Story… Without Using the Words “Sustainable Tourism”
  4. 4. Roadmap!  Storytelling: philosophy and approach!  Business case for storytelling!  Storytelling & sustainability!  Social media and engagement
  5. 5. What Business Are We In?!  Travel business?!  Experience business?!  Inspiration business?!  Differentiation business?
  6. 6. 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  
  7. 7. Awareness of Sustainable Tourism!  Bad news: Not everyone knows about what sustainable tourism is, how it is different and why it matters. !  Good news: Not everyone knows about what sustainable tourism is, how it is different and why it matters.
  8. 8. Storytelling: What it is NOT!  A bullet list of sites, activites, or amenities!  A mass distribution press release!  A bunch of statistics!  A chronological list!  Fiction, making things up
  9. 9. 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
  10. 10. Storytelling and Sustainability: Why?!   Information is processed more efficiently when in story!   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  Believe  Take action
  11. 11. Storytelling: Leading Questions!  Who is affected? And how? !  What is being done? !  Why is it important? (Is the community benefiting?)!  How can this impact a traveler’s experience? Zikra Initiative, Jordan
  12. 12. Storytelling Components & Techniques!  Show, don’t tell!  Involve characters!  Crux and conflict!  Emotional connection!  Multi-dimensional, taps multiple senses!  Communicates: what, but how and why
  13. 13. Bangladesh Homestay
  14. 14. Storytelling for Sustainable Tourism!  Communicate the experience first, not sustainability!  Show why travelers benefit from choosing sustainable tourism: experience amplifier + feel good !  Travelers/stakeholders become part of the story, part of solution.!  Effective storytelling = Greenwash killer
  15. 15. How do you use social media? !  Distribute information !  Answer questions/customer service !  Curate and share relevant articles !  Engage with the community !  All of the above?
  16. 16. Why use social media?
  17. 17. Social Media Basics!  83% trust family & friends for advice, 33% trust social networks!  It’s social. Personal. Human to human.!  Two-way communication.!  Not just about numbers, but about engagement.!  Visuals are King. With context, they are Queen.
  18. 18. Social Media Toolbox !  Do not link your Twitter & Facebook feeds!!!  Managing Twitter feeds: Tweetdeck / Hootsuite!  Following keywords/hashtags: Hashtracking.com or Tweetreach.com !  Create different Twitter lists for each group
  19. 19. Why Engagement?!  Don’t just engage for engagement’s sake!!  Shows your personality & values!  Allows you to shine on customer service!  Develops brand loyalty and advocacy  customers become part of your story
  20. 20. Maximizing Use of Social Media Content
  21. 21. Upshot & Take-aways!   Story is a differentiator!   Build depth of impression!   Partner with storytelling agents!   This is a human exercise!   Have fun!
  22. 22. Thank you!Stay in touch!Let’s continue the conversation. Connect with us on: ! UncorneredMarket.com !   Twitter: @Umarket !   Facebook: /UncorneredMarket

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