Learn from digital storytellers and travel bloggers, 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.com
! 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...
#WeVisitEgypt
#TourismMedia ! Dan and Audrey: @UMarket
#UNWTO ! Erica: @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