Learn from digital storytellers and travel blogger, Daniel Noll, Audrey Scott and Erica Hargreave on how they partner with tourism boards and DMOs to use social media and blogging to change the conversation about tourist destinations challenged by negative perceptions related to current events.

1. Real-Time Digital Storytelling
for Destinations During
Challenging News Cycles
Daniel Noll and Audrey Scott, Uncornered Market
Erica Hargreave, Ahimsa Media

2. December 17, 2011 – Cairo, Egypt

3. December 17, 2011 – Cairo, Egypt

4. December 17, 2011 – Cairo, Egypt

5. Real-Time Reactions
Trust + Immediate Response =
Changing Perceptions Real Time

6. Changing Minds

7. Why We Are Here
Define storytelling & digital storytelling
Digital storytellers/travel bloggers as partners during challenging
times
#WeVisitEgypt real-time case study, stories and statistics

8. Erica: Ahimsa Media & Roamancing
Now:
Digital Storyteller & Strategist
University & College Professor
Mainstream Media Writer
Previous:
Creative Producer
TV Star
Scientist
Provoking Thought, Inspiring the
Imagination & Bringing Stories to Life

9. Dan & Audrey: UncorneredMarket
5 Years, 70+ Countries: Leading Travel Blog & Social
Media Influencer
Cooperation with Jordan, Greece, Mexico, Iran (G
Adventures) and Egypt
Social media strategy for UN Foundation-backed
Global Sustainable Tourisk Council
•Previous experience: Radio Free Europe/Radio
Liberty, IT & management consulting

10. If You Are on Twitter...
#We Vis itE gyp t
#Tou ris m M e d ia •Dan & Audrey: @UMarket
#U N WTO •Erica: @EricaHargreave,
@Roamancing, @AhimsaMedia

11. Storytelling: A Definition
The Ancient Art of passing down
knowledge & information through
anecdotal tales.
Bringing people, places, experiences
and our senses to life in the mind’s eye.
In terms of travel, think Destination
Brand Storytelling.

12. Digital Storytelling
Two-way communication, not
broadcasting.
Multi-Platform.
Immediate and Long Lasting.
•A More Personal Voice & Tone.
Trust.

13. Why is this effective? Blog comments
“You guys are the perception busters, from Iran to Egypt your perspective
is one I can trust and am glad to see the positive sides of these countries
versus everything you always read in headlines.” - Matt
“Great observation. It seems that our similarities are greater than our
differences. Too bad these types of observations are limited to
travellers. The media images seen by general public can be so
skewed.” - Michaela
“A very reassuring post on a destination that I’ve thought about for a
long time.” – Andrew Gould
“Wonderful. Egypt has been in my dreams for awhile. I hope I’ll
manage to go this year.” - Angela

15. Quantitative & Qualitative Metrics
Twitter Reach:
Facebook Reach: 14,000+
Monthly Blog Reach: ~100,000 unique
visitors

16. From Challenge to Opportunity
It's not about:
telling them its safe, that's propaganda
a list of nice and beautiful things
It is about
addressing prospective visitors' concerns
placing people at the center of addressing that concern
telling stories that make the point about safety
providing information that helps putting things in perspective, in broader
context
• How: through agents with communities that trust them, agents that can tell a
good story, an effective story

17. Why Is This Important?

18. Thank You!
Let’s continue the conversation. Connect with us on:
•UncorneredMarket.com and Roamancing.com / AhimsaMedia.com
•Twitter: @Umarket @Roamancing
•Facebook: /UncorneredMarket /Roamancing
•LinkedIn: Audrey Scott & Daniel Noll & Erica Hargreave