Story & Social: Communicating Experience and Authenticity in the Digital World

Transcription

1 Story & Social: Communicating Experience and Authenticity in the Digital World Daniel Noll & Audrey Scott, Uncornered Market UncorneredMarket.com Uncornered_Market

2 #ITBBerlin

3 Close Your Eyes

4 What Business Are We In? Travel? Experience? Inspiration? Differentiation?

5 Source: SKIFT Reports: Megatrends Defining Travel in 2015 & Rise of Experiential Travel 2014, The Future of Travel in 2020, ITB Travel Trends 2014 Consumer Travel Trends Authentic + engaging travel experiences Deeper connections Local approach Transformative journeys, personalized Bragging rights" + importance of sharing

6 Millennial Travel Trends Support brands that do something good for them and the world 3x more likely to demonstrate brand loyalty, seek authenticity & 2-way conversation Always online, especially on mobile. Want cool factor and unique over other features Source: SGB Millenials Report & Boston Consulting Group Traveling with Millennials

7 Backdrop: Too many messages Prospect, 6000 messages. Too many Japan messages! photo Your average prospective customer is enduring more than 6000 advertising messages every day

8 Storytelling: Why? Story Action Retention Builds Trust /Credibility/ Authenticity Depth of Impression Commodity Differentiation

9 Storytelling: What it is NOT An itinerary A list of sites, activites, amenities A bunch of statistics A press release Fiction, making things up

10 What is Story and Storytelling? An account, a telling of an experience Demonstrates via transformation/change Does NOT need to be long-form

11 Storytelling Techniques Show, don t tell Involve characters, find one person Seek emotion Crux and conflict Multi-dimensional, multi-sensory

12 The New Brand Story Connect what you do to why it matters Transparency & Authenticity: real and raw Customers are the heroes, part of the journey Humanize the brand Think: brand as values in action

13 The most forward-thinking travel brands are delivering deeper experiences to travelers by focusing on three things above all else: inspiration, personalization & a path toward selfdiscovery. Source: The Future of Travel in 2020, SKIFT

14 Go Beyond the Brochure Transformative journey => return different Sense of personalization: I create my own story Consume Participate Create and Impact

15

16 Connection with Place

17 With People

18 And with ourselves

19

20 Digital Media & Storytelling Source: Euromonitor International, The New Online Travel Consumer, February 2014

21 Social: Communicating Authenticity Inspire AND Inform Become an authority Be human, be helpful DON T spam Develop relationships and trust Demonstrate your values Engagement & Relationship > Numbers

22 Bloggers Influencers - Ambassadors Quality Story Consultants Content Creators Personal Voice Business Writers Destination Ambassadors Adventurers Videographers Advocates Digital Storytellers Marketers Photographers Instagram Facebook Social Media Mavens YouTube Speakers Twitter

23 Why Can Bloggers-Influencers- Ambassadors Be Effective Storytellers? Personal voice and tone REAL experiences, REAL people Authority from independence & trust Engaged community, follows blogger Your story part of blogger story Multi-Platform, versatile WoM marketing in a social & digital world People don t trust entities. People trust people. - Tim Ferriss, author of The 4-Hour Workweek

24 Influencer ROI Source: RhythmOne, 1H 2015 Influencer Marketing Benchmarks Report, August 2015

25 Working with Influencers: Best Practices Invest LOTS of time in finding the right match - product, values and content style/engagement. Let go of control. Allow the influencer to explore/discover and be creative. (Hint: this is why people are following him.) Invest in long-term relationships.

26 EXPERIMENT!

27 Upshot & Take-aways New travel currency = experience and connection Story = differentiator Social Media = storytelling tool Digital = human exercise

28 Thank You! Let s continue the conversation. Connect with us on: UncorneredMarket.com dan@uncorneredmarket.com Instagram: Uncornered_Market Facebook: /UncorneredMarket