Upload
aaron-nissen
View
237
Download
1
Tags:
Embed Size (px)
DESCRIPTION
Humans are story tellers an we need to go back to telling good stories. If this is done correctly, you can harness consumer stories to build your brand. A modern brand is what people think about your destination and stay about your destination, not a tagline or a fancy logo. This presentation uses practical examples to give you some best practice tips to implement on your own. The presentation is focused on destinations, but the lessons are application to anyone in the tourism industry.
Citation preview
HOW STORIES BUILD YOUR BRAND
AARON “CUDDLES” NISSEN
Vancouver | Detroit | Amsterdam | Sydney
#IN
DA
BA
20
14
@A
NIS
SE
NABOUT THINK!
Travel experiences enhances people’s lives and that tourism makes the world a better place.
What we believe:
Who we are:Individuals who are passionate about tourism and digital marketing.
What we do:We help destinations innovate.
How we do it:By using our philosophy and methodology based on social media principles.
#IN
DA
BA
20
14
@A
NIS
SE
N
#IN
DA
BA
20
14
@A
NIS
SE
N
STORY TELLING
#IN
DA
BA
20
14
@A
NIS
SE
N
#IN
DA
BA
20
14
@A
NIS
SE
NINDUSTRIAL REVOLUTION
#IN
DA
BA
20
14
@A
NIS
SE
NMAD MEN ERA
#IN
DA
BA
20
14
@A
NIS
SE
N
Stories
Hype
TrustedStories
#IN
DA
BA
20
14
@A
NIS
SE
N
#IN
DA
BA
20
14
@A
NIS
SE
N
TO WHAT EXTENT DO YOU TRUSTTV/magazine/OOH advertising: 47%
Nielsen Global Trust in Advertising and Brand Messages April 2012
#IN
DA
BA
20
14
@A
NIS
SE
N
TO WHAT EXTENT DO YOU TRUSTconsumer opinions posted online: 70%
Nielsen Global Trust in Advertising and Brand Messages April 2012
#IN
DA
BA
20
14
@A
NIS
SE
N
TO WHAT EXTENT DO YOU TRUSTrecommendations from people you know: 92%
Nielsen Global Trust in Advertising and Brand Messages April 2012
#IN
DA
BA
20
14
@A
NIS
SE
N
Trust}
#IN
DA
BA
20
14
@A
NIS
SE
N
#IN
DA
BA
20
14
@A
NIS
SE
N
DESTINATIONBRAND
#IN
DA
BA
20
14
@A
NIS
SE
NNOT A BRAND
Insert catchy tagline.
#IN
DA
BA
20
14
@A
NIS
SE
N
A brand is the space you occupy in the minds and/or hearts of people.
#IN
DA
BA
20
14
@A
NIS
SE
NTOURISM BRAND
Our definition:
• The sum of all stories somebody hears about a destination
• The sum of all experiences during a trip
#IN
DA
BA
20
14
@A
NIS
SE
N
#IN
DA
BA
20
14
@A
NIS
SE
N
#IN
DA
BA
20
14
@A
NIS
SE
N
#IN
DA
BA
20
14
@A
NIS
SE
NYELLOWKNIFE, NWT, CANADA
#IN
DA
BA
20
14
@A
NIS
SE
N
#IN
DA
BA
20
14
@A
NIS
SE
N
#IN
DA
BA
20
14
@A
NIS
SE
N
#IN
DA
BA
20
14
@A
NIS
SE
N
#IN
DA
BA
20
14
@A
NIS
SE
N
#IN
DA
BA
20
14
@A
NIS
SE
N
#IN
DA
BA
20
14
@A
NIS
SE
N
BAD-ASS
#IN
DA
BA
20
14
@A
NIS
SE
NBUILDING BRAND
advertising storiesX
#IN
DA
BA
20
14
@A
NIS
SE
N
#IN
DA
BA
20
14
@A
NIS
SE
N
#IN
DA
BA
20
14
@A
NIS
SE
N
KEY TAKE-AWAYS
1. Brand is built through authentic stories
#IN
DA
BA
20
14
@A
NIS
SE
N
VISITOR STORIES
#IN
DA
BA
20
14
@A
NIS
SE
N
otherpeople’sstories
Your stories
#IN
DA
BA
20
14
@A
NIS
SE
N
245Average # Facebook friends
PEW, 2013
Facebook marketing conference, 2012
2,100,000 photos shared
Facebook insights
12% reach of an average FB post
#IN
DA
BA
20
14
@A
NIS
SE
N
2,100,000 x 245 x 12% = 67,740,000
@W
ilhe
lmu
s#H
ostSK2013
#IN
DA
BA
20
14
@A
NIS
SE
NENCOURAGE SHARING
#IN
DA
BA
20
14
@A
NIS
SE
N
#IN
DA
BA
20
14
@A
NIS
SE
N#EXPLORECANADA
#IN
DA
BA
20
14
@A
NIS
SE
NMAKE YOUR FANS FAMOUS
#IN
DA
BA
20
14
@A
NIS
SE
N
Get people talking and they’ll do the marketing for you.
#IN
DA
BA
20
14
@A
NIS
SE
NMAKE IT EASY FOR PEOPLE TO SHARE
#IN
DA
BA
20
14
@A
NIS
SE
N
KEY TAKE-AWAYS
1. Brand is built through stories2. Visitor stories are the most
important
#IN
DA
BA
20
14
@A
NIS
SE
N
INFLUENCERS
#IN
DA
BA
20
14
@A
NIS
SE
NPASSIONATE COMMUNITIES
passion
influencers
community
everybody
#IN
DA
BA
20
14
@A
NIS
SE
NA REMARKABLE DESTINATION
#IN
DA
BA
20
14
@A
NIS
SE
NREMARKABLE DESTINATION
#IN
DA
BA
20
14
@A
NIS
SE
N
#IN
DA
BA
20
14
@A
NIS
SE
N
#IN
DA
BA
20
14
@A
NIS
SE
NCASCADING INFLUENCE
Influencers Community Everybody else
#IN
DA
BA
20
14
@A
NIS
SE
N
KEY TAKE-AWAYS
1. Brand is built through stories2. Visitor stories are the most
important3. Find influential story tellers
#IN
DA
BA
20
14
@A
NIS
SE
N
BE REMARKABLE
#IN
DA
BA
20
14
@A
NIS
SE
N
Stand out cities will deliver something different; and be defined by their ability to capture the imagination and define themselves as being the best at something.
- Some really smart person from South Africa.
#IN
DA
BA
20
14
@A
NIS
SE
N
#IN
DA
BA
20
14
@A
NIS
SE
N
#IN
DA
BA
20
14
@A
NIS
SE
N
#IN
DA
BA
20
14
@A
NIS
SE
NSMURF VILLAGE
#IN
DA
BA
20
14
@A
NIS
SE
NCREATE CONSUMER CENTRIC CONTENT
#IN
DA
BA
20
14
@A
NIS
SE
N
#IN
DA
BA
20
14
@A
NIS
SE
NSHARE CONTENTREMARKABLE CONTENT
#IN
DA
BA
20
14
@A
NIS
SE
N
#IN
DA
BA
20
14
@A
NIS
SE
N
#IN
DA
BA
20
14
@A
NIS
SE
N
What do you do BEST?
Get your story told in these communities.
#IN
DA
BA
20
14
@A
NIS
SE
N
KEY TAKE-AWAYS
1. Brand is built through stories2. Visitor stories are the most
important3. Find influential story tellers4. Be remarkable and facilitate
remarkable stories
#IN
DA
BA
20
14
@A
NIS
SE
N
BE HELPFUL
#IN
DA
BA
20
14
@A
NIS
SE
N
#IN
DA
BA
20
14
@A
NIS
SE
N
#IN
DA
BA
20
14
@A
NIS
SE
N
#IN
DA
BA
20
14
@A
NIS
SE
N
#IN
DA
BA
20
14
@A
NIS
SE
N
#IN
DA
BA
20
14
@A
NIS
SE
N
#IN
DA
BA
20
14
@A
NIS
SE
NCONNECTING TO SOCIAL PARTNERS
#IN
DA
BA
20
14
@A
NIS
SE
N
#IN
DA
BA
20
14
@A
NIS
SE
NCONNECTING WITH PEOPLE IN SOCIAL MEDIA
#IN
DA
BA
20
14
@A
NIS
SE
NREMARKABLE EXPERIENCES
Individual’s journey
remarkable experiences
bad experiences
Meh
Love it
Hate it
#IN
DA
BA
20
14
@A
NIS
SE
NNET PROMOTER SCORE
Would you recommend this destination to a friend or colleague?
#IN
DA
BA
20
14
@A
NIS
SE
N
KEY TAKE-AWAYS
1. Brand is built through stories2. Visitor stories are the most
important3. Find influential story tellers4. Be remarkable and facilitate
remarkable stories5. Listen and be helpful
#IN
DA
BA
20
14
@A
NIS
SE
N
Social at the core
Amplified by influencers
Supported by digital
Extended by traditional
SOCIAL AT THE CORE