how stories build your brand
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.TRANSCRIPT
HOW STORIES BUILD YOUR BRAND
AARON “CUDDLES” NISSEN
Vancouver | Detroit | Amsterdam | Sydney
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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.
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STORY TELLING
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NINDUSTRIAL REVOLUTION
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NMAD MEN ERA
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Stories
Hype
TrustedStories
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TO WHAT EXTENT DO YOU TRUSTTV/magazine/OOH advertising: 47%
Nielsen Global Trust in Advertising and Brand Messages April 2012
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TO WHAT EXTENT DO YOU TRUSTconsumer opinions posted online: 70%
Nielsen Global Trust in Advertising and Brand Messages April 2012
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TO WHAT EXTENT DO YOU TRUSTrecommendations from people you know: 92%
Nielsen Global Trust in Advertising and Brand Messages April 2012
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Trust}
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DESTINATIONBRAND
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NNOT A BRAND
Insert catchy tagline.
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A brand is the space you occupy in the minds and/or hearts of people.
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NTOURISM BRAND
Our definition:
• The sum of all stories somebody hears about a destination
• The sum of all experiences during a trip
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NYELLOWKNIFE, NWT, CANADA
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BAD-ASS
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NBUILDING BRAND
advertising storiesX
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KEY TAKE-AWAYS
1. Brand is built through authentic stories
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VISITOR STORIES
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otherpeople’sstories
Your stories
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245Average # Facebook friends
PEW, 2013
Facebook marketing conference, 2012
2,100,000 photos shared
Facebook insights
12% reach of an average FB post
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2,100,000 x 245 x 12% = 67,740,000
@W
ilhe
lmu
s#H
ostSK2013
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NENCOURAGE SHARING
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N#EXPLORECANADA
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NMAKE YOUR FANS FAMOUS
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Get people talking and they’ll do the marketing for you.
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NMAKE IT EASY FOR PEOPLE TO SHARE
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KEY TAKE-AWAYS
1. Brand is built through stories2. Visitor stories are the most
important
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INFLUENCERS
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NPASSIONATE COMMUNITIES
passion
influencers
community
everybody
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NA REMARKABLE DESTINATION
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NREMARKABLE DESTINATION
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NCASCADING INFLUENCE
Influencers Community Everybody else
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KEY TAKE-AWAYS
1. Brand is built through stories2. Visitor stories are the most
important3. Find influential story tellers
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BE REMARKABLE
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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.
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NSMURF VILLAGE
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NCREATE CONSUMER CENTRIC CONTENT
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NSHARE CONTENTREMARKABLE CONTENT
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What do you do BEST?
Get your story told in these communities.
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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
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BE HELPFUL
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NCONNECTING TO SOCIAL PARTNERS
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NCONNECTING WITH PEOPLE IN SOCIAL MEDIA
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NREMARKABLE EXPERIENCES
Individual’s journey
remarkable experiences
bad experiences
Meh
Love it
Hate it
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NNET PROMOTER SCORE
Would you recommend this destination to a friend or colleague?
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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
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Social at the core
Amplified by influencers
Supported by digital
Extended by traditional
SOCIAL AT THE CORE
