story & social: communicating experience and authenticity in the
TRANSCRIPT
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Story & Social: Communicating Experience
and Authenticity in the Digital World
Daniel Noll & Audrey Scott, Uncornered Market
UncorneredMarket.com
facebook.com/UncorneredMarket
@umarket
Uncornered_Market
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Tweetable? @umarket #ITBBerlin
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Close Your Eyes
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What Business Are We
In? Travel?
Experience?
Inspiration?
Differentiation?
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Consumer Travel Trends
“Authentic + engaging travel experiences”
Deeper connections
Local approach
Transformative journeys, personalized
“Bragging rights" + importance of sharing
Source: SKIFT Reports: Megatrends Defining Travel in 2015 & Rise of Experiential Travel 2014, The Future of Travel in 2020, ITB Travel Trends 2014
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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
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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
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Storytelling: Why?
Story Action
Retention
Builds Trust /Credibility/ Authenticity
Depth of Impression
Commodity Differentiation
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Storytelling: What it is NOT
An itinerary
A list of sites, activites, amenities
A bunch of statistics
A press release
Fiction, making things up
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What is Story and Storytelling?
An account, a telling of an experience
Demonstrates via transformation/change
Does NOT need to be long-form
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Storytelling Techniques
Show, don’t tell
Involve characters, find one person
Seek emotion
Crux and conflict
Multi-dimensional, multi-sensory
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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
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“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 self-
discovery.”
Source: The Future of Travel in 2020, SKIFT
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Go Beyond the Brochure
Transformative journey => return different
Sense of personalization: I create my own story
Consume Participate Create and Impact
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Connection with Place…
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With People…
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And with ourselves…
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Digital Media & Storytelling
Source: Euromonitor International, The New Online Travel Consumer, February 2014
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Inspire AND Inform
Become an authority
Be human, be helpful
DON’T spam
Develop relationships and trust
Demonstrate your values
Social: Communicating Authenticity
Engagement & Relationship > Numbers
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Content Creators
Videographers
Social Media Mavens
Digital Storytellers Photographers
Writers
Story
Business
Consultants
Marketers Advocates
Speakers Twitter
Destination Ambassadors
Quality
Personal Voice
Facebook Instagram
YouTube
Adventurers
Bloggers – Influencers - Ambassadors
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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
“People don’t trust entities. People trust people.”
- Tim Ferriss, author of The 4-Hour Workweek
Why Can Bloggers-Influencers-
Ambassadors Be Effective Storytellers?
WoM marketing in a social & digital world
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Influencer ROI
Source: RhythmOne, 1H 2015 Influencer Marketing Benchmarks Report, August 2015
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• 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.
Working with Influencers:
Best Practices
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EXPERIMENT!
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Upshot & Take-aways
New travel currency = experience and connection
Story = differentiator
Social Media = storytelling tool
Digital = human exercise
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Thank You!
Let’s continue the conversation. Connect with us on:
UncorneredMarket.com
Email: [email protected]
Instagram: Uncornered_Market
Twitter: @UMarket
Facebook: /UncorneredMarket