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  CONTENT & STORYTELLING
SERVICE DESIGN TOOLS IN DEVELOPING DIGITAL STRATEGIES
                     Martin Schobert
                  tourismusdesign.com

                     Tulln, Austria
                                                   1	
  
CONTENT	
  STRATEGY	
  




                          2	
  
3	
  
    Digital	
  Masterplan:	
  Content	
  Strategy,	
  Tac@cs,	
  ...	
  

2014	
       Content	
     Service	
     Marke3ng	
     Sales	
     Orga	
     Technic	
     Know	
  How	
  

Owned	
  




Bought	
  




Earned	
  




                                                                                                             3	
  
    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	
  
                                                                                                  10	
  
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	
  
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	
  
	
  
              some	
  good	
  examples	
  ...	
  

                                                    17	
  
Digital Storytelling I Examples
                       hTp://www.crea@vetourist.com	
  




                                                18	
  
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/	
  




                                          23	
  
STORYTELLING & PICTURES
             hTp://pinterest.com/irenech/weekend-­‐@pps/	
  	
  




                                                         24	
  
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	
  




                                                   33	
  
UND GOOGLE
hTps://www.schemer.com	
  




                             34	
  
STORIES BY TRIPPLANNING
              hTp://www.tripoma@c.com/	
  




                                             35	
  
CONNECT:	
  
         twiTer.com/joebertl	
  
 facebook.com/tourismusdesign	
  
or	
  „google“:	
  tourismusdesign.com	
  
                       	
  
                                             36	
  

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Content strategy and storytelling