Engaging Content, Engaging Customers: Storytelling Meets ... · Engaging Content, Engaging...

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Engaging Content, Engaging Customers: Storytelling Meets Social Media and Blogger Cooperation Daniel Noll & Audrey Scott, Uncornered Market UncorneredMarket.com facebook.com/UncorneredMarket @umarket

Transcript of Engaging Content, Engaging Customers: Storytelling Meets ... · Engaging Content, Engaging...

Page 1: Engaging Content, Engaging Customers: Storytelling Meets ... · Engaging Content, Engaging Customers: Storytelling Meets Social Media and Blogger Cooperation Daniel Noll & Audrey

Engaging Content, Engaging Customers:

Storytelling Meets Social Media and

Blogger Cooperation

Daniel Noll & Audrey Scott, Uncornered Market

UncorneredMarket.com

facebook.com/UncorneredMarket

@umarket

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Roadmap

Storytelling philosophy and

approach

Story as differentiator

Social media techniques and

tools

Bloggers as storytelling agents

Tweetable? @uMarket #ITBBerlin

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What Business Are We

In? Travel?

Experience?

Inspiration?

Differentiation?

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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

Cuts through noise

Trust and retention

Depth of impression

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Storytelling: What it is NOT

A bullet list of sites, activites,

amenities, statistics

A mass distribution press

release

Fiction, making things up

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What is Story and Storytelling?

An account, a telling of an experience

Demonstrates via characters and their changes

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

Communicate: what, how and why

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Why use social media?

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Social Media: Engagement &

Branding Inspire and Inform

Become an authority

Be helpful, be

human…and not spammy

Develop trust

Create brand advocates

Engagement > Numbers

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Social Media Tips

Managing Twitter: Tweetdeck/Hootsuite + set up searches

Analyse when your followers/fans are online

Create a social media calendar

Schedule content, but go online several times a day to

respond.

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Leveraging Social Media Content

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Why Can Bloggers Be

Effective?

Personal voice and tone

Real experiences

Independent

High trust

Authority

“People don’t trust entities.

People trust people.”

- Tim Ferriss, author of

The 4-Hour Workweek

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Benefits of Working With Bloggers

Short-Term

Digital storytelling

Immediate exposure via

social media

Real-time interaction

Long-Term

Content: long life, SEO

Varied: photo essays,

videos, panoramas

Destination / Brand

ambassadors

Relationship!

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Matching your Brand and Goals with

the Right Blogger What are you are your promotional goals

for your brand/product/service?

Target audience/demographics

Travel style

Content style and tone

Niche

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Qualitative Factors

Quality of content

Engagement quality

Trust of audience

Other media outlets

Professional footprint

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A Look at Numbers:

Where to Find Them Unique Visitors

Pageviews & time on page

Demographics (country, gender,

age)

RSS/newsletter

Social Media communities

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NO BLUEPRINT FOR

BLOGGER

COOPERATION

EXPERIMENT!

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Upshot & Take-aways

Differentiate and go beyond lists

Build depth of impression

Use social media as a storytelling platform

Bloggers…storytelling agents?

Build content with multiple lives

This is a human exercise

Have fun!

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Thank You!

Let’s continue the conversation. Connect with us on:

UncorneredMarket.com

Email: [email protected]

Twitter: @UMarket

Facebook: /UncorneredMarket