Welcome to the ¢â‚¬“Engaging Content, ITB Academy Webinar ... Welcome to...

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Transcript of Welcome to the ¢â‚¬“Engaging Content, ITB Academy Webinar ... Welcome to...

  • Welcome to the

    ITB Academy Webinar “Engaging Content,

    Engaging Customers

    - Storytelling, Social

    Media and Blogger

    Cooperation”

  • Daniel Noll & Audrey Scott, Uncornered Market

    UncorneredMarket.com

    facebook.com/UncorneredMarket

    @umarket

    http://UncorneredMarket.com http://UncorneredMarket.com http://facebook.com/UncorneredMarket http://twitter.com/umarket

  • Roadmap

    Storytelling: philosophy and

    approach

    Social Media storytelling

    techniques and tools

    Bloggers as storytelling agents

    Finding the right blogger

    Effective blogger cooperation

    Tweetable? @uMarket #ITBBerlin

  • What Business Are We In?

    Travel business?

    Experience business?

    Inspiration business?

    Differentiation business?

  • 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?

    Cuts through noise  helps customers retain message

    Impressions  Depth of impression

    Commodity  Differentiator

    Goals:

    Plant the seed

    Change minds/Shift perception

    Story  Trust  Take action

  • 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?

    Story:

    An account, a telling of an

    experience

    Does not need to be long form

    If experience is the new currency in

    travel….

    then storytelling is your bank

  • Storytelling Components &

    Techniques Show, don’t tell

    Involve characters

    Crux and conflict

    Emotional connection

    Back story

    Multi-dimensional, taps multiple senses

    Communicates: what, but how and why

  • Why use social media?

  • Social Media:

    Changing Minds

  • Social Media Toolbox

    Do not link your Twitter & Facebook feeds!!

    Managing Twitter feeds: Tweetdeck / Hootsuite

    Following keywords/hashtags: Hashtracking.com or

    Tweetreach.com

    Set up Twitter searches for your company & website

  • Leveraging Social Media Content

  • Storytelling Agents

    You can tell your own story…

    Or, you can enlist the help of agents

    Customers

    Traditional print

    Travel bloggers

  • 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.

  • Bloggers: Who, What, Why

    Storytellers

    Content creators

    Social media mavens

    Marketers

    Advocates

    Business people

  • Travel Lifecycle

    Where do bloggers fit?

  • Why Are Bloggers Effective?

    Personal voice and tone

    Real experiences

    Independent

    High trust

    Exposure: Immediate & Long Term

    Multi-platform, versatile

    Authority

    “People don’t trust entities.

    People trust people.”

    - Tim Ferriss, author of

    The 4-Hour Workweek

  • Your Goals, Finding the Right Blogger

    What are you are looking for to promote

    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

    Twitter/Facebook community

  • “Not everything that can be

    counted counts, and not

    everything that counts can be

    counted.” - Albert Einstein

  • A Dose of Skepticism

    A pageview does not necessarily

    equal an impression. Take a look at

    amount of time spent on site.

    Beware of echo chambers. Are you

    really reaching your target

    audience?

  • Professional Travel Bloggers

    Association

    http://travelbloggersassociation.com

    http://travelbloggersassociation.com

  • TBEX Connect (Coming Soon)

    http://tbexconnect.com

    http://tbexconnect.com

  • iambassador

    http://iambassador.net

    http://travelbloggersassociation.com http://iambassdor.net

  • Face to Face

  • Working with Bloggers: Pre-Trip

    Itinerary and input

    Dimensions and experiences

    Plan early: excitement & audience involvement

    Set expectations of both parties

  • Working with Bloggers: During

    Tools: Internet, mobile data plan

    Give time/flexibility

    Two-way feedback/communication

    Co-promotion

    Have fun!

  • Co-Promotion of Content: Best

    Practices

  • Short-term / Immediate Benefits

    Digital storytelling

    Immediate exposure via social media

    Real-time interaction

  • Continue communications, develop relationship

    Offer information or help, if needed for stories

    Ask for report of activities and metrics

    Invite blogger to events – real and virtual

    Let blogger know of new campaigns that blogger can

    participate in (e.g., photo competition, giveaways)

    Working with Bloggers: After

  • Long Term Benefits of Working with

    Travel Bloggers

    Content: long life, SEO

    Varied: photo essays, videos, panoramas

    Other outlet coverage (articles, interviews)

    Destination ambassadors, evangelists

    Relationship!

  • Case Study: Additional

    Exposure

  • Measuring Results: Metrics

    Blog analytics

    Engagement

    Reach of Tweets

    Promo codes

    Click-throughs

  • NO BLUEPRINT FOR

    BLOGGER

    COOPERATION

    EXPERIMENT!

  • Upshot & Take-aways Story is a differentiator, go beyond the lists

    Build depth of impression

    Use social media as a storytelling platform

    Partner with bloggers as storytelling agents

    Select bloggers based on qualitative, not just quantitative data

    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

    Twitter: @UMarket

    Facebook: /UncorneredMarket

    Instagram: Instagram.com/uncornered_market

    Google + Uncornered Market

    Uncornered Market on Pinterest

    http://UncorneredMarket.com http://twitter.com/umarket http://facebook.com/UncorneredMarket http://instagram.com/uncornered_market https://plus.google.com/112904613297088819330/ http://pinterest.com/umarket

  • ITB Academy:

    Jessica Varga

    Product Manager

    Tel.: +49 30 – 30 38 25 28

    Email: varga@messe-

    berlin.de