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Real-Time Digital Storytelling
  for Destinations During
 Challenging News Cycles

 Daniel Noll and Audrey Scott, Uncornered Market
         Erica Hargreave, Ahimsa Media
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 challenging

times

 #WeVisitEgypt real-time case study, stories and statistics
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
Dan & Audrey: UncorneredMarket
            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
If You Are on Twitter...


    #We Vis itE gyp t

   #Tou ris m M e d ia   •Dan   & Audrey: @UMarket

      #U N WTO           •Erica:   @EricaHargreave,

                         @Roamancing, @AhimsaMedia
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.
Digital Storytelling


 Two-way communication, not
broadcasting.
 Multi-Platform.
 Immediate and Long Lasting.
•A More Personal Voice & Tone.
Trust.
Why is this effective? Blog comments
 “You guys are the perception busters, from Iran to Egypt your perspective
 is 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
UNWTO Travel & Media Conference: #WeVisitEgypt 'Real' Time Digital Travel Storytelling Presentation
Quantitative & Qualitative Metrics

            Twitter Reach:




     Facebook Reach: 14,000+

Monthly Blog Reach: ~100,000 unique
              visitors
From Challenge to Opportunity

 It's not about:
   telling them its safe, that's 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
Why Is This Important?
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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UNWTO Travel & Media Conference: #WeVisitEgypt 'Real' Time Digital Travel Storytelling Presentation

  • 1. Real-Time Digital Storytelling for Destinations During Challenging News Cycles Daniel Noll and Audrey Scott, Uncornered Market Erica Hargreave, Ahimsa Media
  • 2. December 17, 2011 – Cairo, Egypt
  • 3. December 17, 2011 – Cairo, Egypt
  • 4. December 17, 2011 – Cairo, Egypt
  • 5. Real-Time Reactions Trust + Immediate Response = Changing Perceptions Real Time
  • 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. 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. Dan & Audrey: UncorneredMarket 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. If You Are on Twitter... #We Vis itE gyp t #Tou ris m M e d ia •Dan & Audrey: @UMarket #U N WTO •Erica: @EricaHargreave, @Roamancing, @AhimsaMedia
  • 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. Digital Storytelling Two-way communication, not broadcasting. Multi-Platform. Immediate and Long Lasting. •A More Personal Voice & Tone. Trust.
  • 13. Why is this effective? Blog comments “You guys are the perception busters, from Iran to Egypt your perspective is 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
  • 15. Quantitative & Qualitative Metrics Twitter Reach: Facebook Reach: 14,000+ Monthly Blog Reach: ~100,000 unique visitors
  • 16. From Challenge to Opportunity It's not about: telling them its safe, that's 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
  • 17. Why Is This Important?
  • 18. 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

Editor's Notes

  1. ----- Meeting Notes (4/26/12 10:13) ----- 1) Welcome 2) Title + names 3) Thank you 4) Before we get started, tell you a story
  2. Feedback came from every channel We are not about placing readers in harm’s way – NEVER compromise on safety
  3. 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,
  4. Thanks for ETA for forethought and innovation and and UNWTO for their support #WeVisitEgypt
  5. 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
  6. Thanks to the organizers at UNWTO and the Egyptian Tourism Authority