Digital Storytelling and Social Media for Sustainable Destinations, a presentation given at the ESTC destination workshop on the topics of storytelling, social media and how destinations can market their sustainability.
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ESTC Destination Workshop: Digital Storytelling and Social Media for Sustainable Destinations
1. Digital Storytelling and Social
Media for Sustainable Destinations
Daniel Noll and Audrey Scott, Uncornered Market
UncorneredMarket.com
@UMarket
facebook.com/UncorneredMarket
2.
3. Roadmap
! Storytelling: philosophy and
approach
! Business case for storytelling
! Storytelling for sustainability
! Social media, storytelling and
engagement
4. What Business Are We In?
! Travel business?
! Experience business?
! Inspiration business?
! Differentiation business?
6. 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
7.
8. Storytelling: What it is
! Show, don’t tell
! Demonstrating, not declaring
! Characters, conflict
! Feeling, emotional connection
! Multi-dimensional, multiple senses
! Communicates not only what, but
how and why
9. 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
10. Storytelling: 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
! Story Trust Believe Take action
11. *Digital* Storytelling
! More people are researching travel online
! Two-way communication, not broadcasting
! Multi-media, multi-platform
! Immediate (real-time) + connect + long shelf life
12. Storytelling Agents
! You can tell your own story…
! Or, you can enlist the help of agents
! Writers / content providers
! Customers
! Travel bloggers
! Or all of the above
13. CASE STUDY: JORDAN
! Problem: Travelers canceling trips due to safety concerns in region
! Goals: Increase awareness of Jordan & publicize Jordan’s safety in
midst of Middle East
! How: Bloggers as storytellers, social media campaigns
14. 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.
15. Greenwashing
! Challenge: Convince the skeptics
! Opportunity: Show them. Transparency is
king
! Upshot: Good storytelling can be the
ultimate greenwashing-killer.
16. Storytelling for Sustainable Tourism
! Educate on three pillars & why they matter:
! Environment
! Cultural Heritage
! Economy
! Show why travelers benefit from choosing sustainable
tourism: expeirence amplifier + feel good
! Travelers/stakeholders become part of the story, part of
solution.
17. Show, Don’t Tell
! 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?
19. How do you use social media?
! Distributing information
! Answering questions/customer service
! Curation of relevant articles
! Social engagement
! All of the above?
21. Social Media Basics
! 83% trust family & friends for advice, 33% trust social
networks
! It’s social. Personal. Human to human.
! Not a place for one-way broadcasting.
! Not just about numbers, but about engagement.
! Visuals are king.
! Develops brand loyalty.
22. Ask Customers to Tell Your Story
! Why: People trust people
! Make it easy.
! Make it fun.
! Make it interactive.
! Make customers part of
your story.
26. Upshot & Take-aways
! Story is a differentiator, go beyond the lists
! We are in the experience business
! Build depth of impression
! Partner with storytelling agents
! Build content with multiple lives
! Tools: Stand-bys + new,
Instagram and Pinterest
! This is a human exercise
! Have fun!