Engaging Content, Engaging Customers:
Storytelling Meets Social Media and
Blogger Cooperation
Daniel Noll & Audrey Scott, Uncornered Market
UncorneredMarket.com
facebook.com/UncorneredMarket
@umarket
Roadmap
Storytelling philosophy and
approach
Story as differentiator
Social media techniques and
tools
Bloggers as storytelling agents
Tweetable? @uMarket #ITBBerlin
What Business Are We
In? Travel?
Experience?
Inspiration?
Differentiation?
Backdrop: Too many messages
Prospect, 6000 messages. Japan photo Too many messages…! Your average prospective customer is enduring more than 6000 advertising messages every day
Storytelling: Why?
Story Action
Cuts through noise
Trust and retention
Depth of impression
Storytelling: What it is NOT
A bullet list of sites, activites,
amenities, statistics
A mass distribution press
release
Fiction, making things up
What is Story and Storytelling?
An account, a telling of an experience
Demonstrates via characters and their changes
Does NOT need to be long-form
Storytelling Techniques
Show, don’t tell
Involve characters, find one person
Seek emotion
Crux and conflict
Multi-dimensional, multi-sensory
Communicate: what, how and why
Why use social media?
Social Media: Engagement &
Branding Inspire and Inform
Become an authority
Be helpful, be
human…and not spammy
Develop trust
Create brand advocates
Engagement > Numbers
Social Media Tips
Managing Twitter: Tweetdeck/Hootsuite + set up searches
Analyse when your followers/fans are online
Create a social media calendar
Schedule content, but go online several times a day to
respond.
Leveraging Social Media Content
Why Can Bloggers Be
Effective?
Personal voice and tone
Real experiences
Independent
High trust
Authority
“People don’t trust entities.
People trust people.”
- Tim Ferriss, author of
The 4-Hour Workweek
Benefits of Working With Bloggers
Short-Term
Digital storytelling
Immediate exposure via
social media
Real-time interaction
Long-Term
Content: long life, SEO
Varied: photo essays,
videos, panoramas
Destination / Brand
ambassadors
Relationship!
Matching your Brand and Goals with
the Right Blogger What are you are your promotional goals
for your brand/product/service?
Target audience/demographics
Travel style
Content style and tone
Niche
Qualitative Factors
Quality of content
Engagement quality
Trust of audience
Other media outlets
Professional footprint
A Look at Numbers:
Where to Find Them Unique Visitors
Pageviews & time on page
Demographics (country, gender,
age)
RSS/newsletter
Social Media communities
NO BLUEPRINT FOR
BLOGGER
COOPERATION
EXPERIMENT!
Upshot & Take-aways
Differentiate and go beyond lists
Build depth of impression
Use social media as a storytelling platform
Bloggers…storytelling agents?
Build content with multiple lives
This is a human exercise
Have fun!
Thank You!
Let’s continue the conversation. Connect with us on:
UncorneredMarket.com
Email: [email protected]
Twitter: @UMarket
Facebook: /UncorneredMarket