How stories build your Brand
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This document discusses how stories can build a brand for tourism destinations. It advocates using authentic visitor stories, shared through social media, to define a destination brand. Influential community members and content that facilitates remarkable experiences can help popular stories spread widely. Regularly listening to visitors and providing helpful support is also important for generating positive word-of-mouth that strengthens the destination brand. The overall message is that an effective brand is built from the bottom up through social engagement and storytelling.
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How stories build your Brand
- 1. HOW STORIES BUILD YOUR BRAND AARON “CUDDLES” NISSEN Vancouver | Detroit | Amsterdam | Sydney
- 2. #INDABA2014@ANISSEN ABOUT 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.
- 10. #INDABA2014@ANISSEN TO WHAT EXTENT DO YOU TRUST TV/magazine/OOH advertising: 47% Nielsen Global Trust in Advertising and Brand Messages April 2012
- 11. #INDABA2014@ANISSEN TO WHAT EXTENT DO YOU TRUST consumer opinions posted online: 70% Nielsen Global Trust in Advertising and Brand Messages April 2012
- 12. #INDABA2014@ANISSEN TO WHAT EXTENT DO YOU TRUST recommendations from people you know: 92% Nielsen Global Trust in Advertising and Brand Messages April 2012
- 16. #INDABA2014@ANISSEN NOT A BRAND Insert catchy tagline.
- 17. #INDABA2014@ANISSEN A brand is the space you occupy in the minds and/or hearts of people.
- 18. #INDABA2014@ANISSEN TOURISM BRAND Our definition: • The sum of all stories somebody hears about a destination • The sum of all experiences during a trip
- 33. #INDABA2014@ANISSEN KEY TAKE-AWAYS 1. Brand is built through authentic stories
- 36. #INDABA2014@ANISSEN 245 Average # Facebook friends PEW, 2013 Facebook marketing conference, 2012 2,100,000 photos shared Facebook insights 12% reach of an average FB post
- 37. #INDABA2014@ANISSEN 2,100,000 x 245 x 12% = 67,740,000 @Wilhelmus#HostSK2013
- 41. #INDABA2014@ANISSEN MAKE YOUR FANS FAMOUS
- 42. #INDABA2014@ANISSEN Get people talking and they’ll do the marketing for you.
- 43. #INDABA2014@ANISSEN MAKE IT EASY FOR PEOPLE TO SHARE
- 44. #INDABA2014@ANISSEN KEY TAKE-AWAYS 1. Brand is built through stories 2. Visitor stories are the most important
- 51. #INDABA2014@ANISSEN CASCADING INFLUENCE Influencers Community Everybody else
- 52. #INDABA2014@ANISSEN KEY TAKE-AWAYS 1. Brand is built through stories 2. Visitor stories are the most important 3. Find influential story tellers
- 54. #INDABA2014@ANISSEN 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.
- 59. #INDABA2014@ANISSEN CREATE CONSUMER CENTRIC CONTENT
- 64. #INDABA2014@ANISSEN What do you do BEST? Get your story told in these communities.
- 65. #INDABA2014@ANISSEN KEY TAKE-AWAYS 1. Brand is built through stories 2. Visitor stories are the most important 3. Find influential story tellers 4. Be remarkable and facilitate remarkable stories
- 73. #INDABA2014@ANISSEN CONNECTING TO SOCIAL PARTNERS
- 75. #INDABA2014@ANISSEN CONNECTING WITH PEOPLE IN SOCIAL MEDIA
- 76. #INDABA2014@ANISSEN REMARKABLE EXPERIENCES Individual’s journey remarkable experiences bad experiences Meh Love it Hate it
- 77. #INDABA2014@ANISSEN NET PROMOTER SCORE Would you recommend this destination to a friend or colleague?
- 78. #INDABA2014@ANISSEN KEY TAKE-AWAYS 1. Brand is built through stories 2. Visitor stories are the most important 3. Find influential story tellers 4. Be remarkable and facilitate remarkable stories 5. Listen and be helpful
- 79. #INDABA2014@ANISSEN Social at the core Amplified by influencers Supported by digital Extended by traditional SOCIAL AT THE CORE
Notas do Editor
- Think! has worked with hundreds of destinations and tourism businesses. We are the leaders in our field.
- Changes in communication. Mail Catalogues widely distributed. More products.
- Emotional Connection, being clever.
- Screaming for attention. Being clever and manipulating the customer.
- http://archdigitals.com/the-5-digital-brand-steps/
- (rather than one-off campaigns.)
- AARON: What do you think about maybe mentioning here that the dropoff in engagement on FB isn’t going to affect what people see amongst their friends? Photo sharing on personal accounts, etc. is still going to get reach.
- AARON: Worth mentioning that this it’s happening whether you’re involved in the conversation or not? Ie: they ARE marketing for you, for better or worse. You need to be on top of it, etc.
- (rather than one-off campaigns.)
- Chatrooms, forums….
- (rather than one-off campaigns.)
- Own it. Town in Spain, wanted to keep the Smurf color look because it works for tourism.
- Make it intersting
- Give people a reason to follow you. Can use images like this for “Postcards” Most viewed image of an animal in the world.
- AARON: First one, change to “What do you do BEST?” So well doesn’t flow well. Or “What experiences are exclusive to your destination?”
- (rather than one-off campaigns.)
- Dedicated social customer service team
- (rather than one-off campaigns.)
- http://www.brainpickings.org/index.php/2013/05/01/brand-thinking-debbie-millman/