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Social Media
&
Storytelling
DANIEL E. CRAIG
@dcraig
Source: ahsawnm08p5kristinah.wikispaces.com
Storytelling:
a longstanding
tradition
Unprecedented Platforms &
Audiences for Sharing Stories
Italy, an “Embarrassment of Riches”
The General Manager’s Blog
Five-star Mystery Series
A good story, well told
Captures attention
Is shared
Is remembered
Why is storytelling important?
A story in under 140 characters
For sale. Baby shoes.
Never worn.
Vendesi scarpe da
bambino. Mai indossate.
Ernest Hemingw...
Decisions on the Go
Social Storytelling
SHORT & SWEET
“I was here.”
“I like this place.”
“I recommend it.”
INTERACTIVE
HELPFUL
COMPELS ACTION
...
Two Types of Travel Stories
1. BRAND STORIES
The TravelerThe Manager
2. TRAVELER
STORIES
BRAND
STORIES
(EXPECTATIONS)
EXPERIENCE
(REALITY)
TRAVELER
STORIES
(ADVOCATE OR
DETRACTOR?)
Reality
Marketing
• It’s about the traveler
• Answers the questions:
– “Who are you?”
– “Where are you?“
– “Why should I go?”
– “What will I...
Slices of
Life +
Subtext
Tremont Hotel
Check out this cute couple enjoying
champagne breakfast at the pool after getting
e...
Say no to
clichés!
Your business
is our
pleasure!
Know Your
Audience
Dramatize Description
Power of
Sharing
Learn from the best storytellers:
your guests
Help to shape traveler stories
• Set a vision: What kind of stories do you
want guests to tell after they leave?
• Make su...
Utilize Tools Social Sharing
Personalizing
Social Listening
Visual Storytelling
• Imagery + Sharing
• Universal language
• Three types of visuals
1. Professional
2. Social
3. Travele...
Selfies
Insert your #business into the story
Source: VanityFair.com
Museum Selfies
The Six-second Review
A Hundred Stories in One Minute
Social Storytelling - Takeaways
• Start with your brand story
• Make it about the traveler
• Be brief
• Be visual
• Influe...
Grazie!
DANIEL E. CRAIG
@dcraig
DANIEL EDWARD CRAIG - BTO 2014 - Social Media & Storytelling
DANIEL EDWARD CRAIG - BTO 2014 - Social Media & Storytelling
DANIEL EDWARD CRAIG - BTO 2014 - Social Media & Storytelling
DANIEL EDWARD CRAIG - BTO 2014 - Social Media & Storytelling
DANIEL EDWARD CRAIG - BTO 2014 - Social Media & Storytelling
DANIEL EDWARD CRAIG - BTO 2014 - Social Media & Storytelling
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DANIEL EDWARD CRAIG - BTO 2014 - Social Media & Storytelling

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Publié le

BTO 2014
2 e 3 dicembre, a Firenze in Fortezza da Basso
Daniel Edward Craig
Founder Reknown
Day ONE | Emirates Hall [VISIONI] | 16.10 - 17.00
http://www.buytourismonline.com/eventi/social-media-storytelling/

Torna a Firenze anche quest’anno Daniel Edward Craig, uno speaker molto amato dai pubblici di BTO.

Torna con uno speach su Social Media & Storytelling per unire i puntini con quello che ha presentato in Fortezza da Basso nell’edizione 2013 di BTO: “tagliare i rumori di fondo“.

Intervista Daniel Edward Barbara Sgarzi.

In questa sessione attingo dalle mie precedenti esperienze come albergatore, autore di tre romanzi gialli e social media specialist, per mostrare come gli operatori del settore turistico possono sfruttare le tecniche di storytelling per attirare l’attenzione dei viaggiatori, aumentare lo sharing sui social e portare a conversioni.

I topics includono:
• Come i social media creano piattaforme e pubblici senza precedenti per lo storytelling
• Storytelling nell’era dei tweet da 140 caratteri
• Come raccontare storie che catturino l’attenzione, siano condivise e portino ad un’azione
• Visual storytelling: sfruttare il potere delle immagini
• Mobilitare gli storytellers più potenti di tutti: i tuoi clienti

Speaker
Daniel Edward Craig
Founder Reknown

Intervista a Daniel Edward
Barbara Sgarzi
Giornalista, blogger, esperta di comunicazione ed editoria digitale

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DANIEL EDWARD CRAIG - BTO 2014 - Social Media & Storytelling

  1. 1. Social Media & Storytelling DANIEL E. CRAIG @dcraig
  2. 2. Source: ahsawnm08p5kristinah.wikispaces.com Storytelling: a longstanding tradition
  3. 3. Unprecedented Platforms & Audiences for Sharing Stories
  4. 4. Italy, an “Embarrassment of Riches”
  5. 5. The General Manager’s Blog
  6. 6. Five-star Mystery Series
  7. 7. A good story, well told Captures attention Is shared Is remembered Why is storytelling important?
  8. 8. A story in under 140 characters For sale. Baby shoes. Never worn. Vendesi scarpe da bambino. Mai indossate. Ernest Hemingway Image Source: obit-mag.com
  9. 9. Decisions on the Go
  10. 10. Social Storytelling SHORT & SWEET “I was here.” “I like this place.” “I recommend it.” INTERACTIVE HELPFUL COMPELS ACTION • Click • Share • Book
  11. 11. Two Types of Travel Stories 1. BRAND STORIES The TravelerThe Manager 2. TRAVELER STORIES
  12. 12. BRAND STORIES (EXPECTATIONS) EXPERIENCE (REALITY) TRAVELER STORIES (ADVOCATE OR DETRACTOR?) Reality Marketing
  13. 13. • It’s about the traveler • Answers the questions: – “Who are you?” – “Where are you?“ – “Why should I go?” – “What will I do?” – “How will I feel?” Start with Your Brand Story Image Source: belleana29.wix.com
  14. 14. Slices of Life + Subtext Tremont Hotel Check out this cute couple enjoying champagne breakfast at the pool after getting engaged here last night.
  15. 15. Say no to clichés! Your business is our pleasure!
  16. 16. Know Your Audience
  17. 17. Dramatize Description
  18. 18. Power of Sharing
  19. 19. Learn from the best storytellers: your guests
  20. 20. Help to shape traveler stories • Set a vision: What kind of stories do you want guests to tell after they leave? • Make sure employees understand their role • Train & empower staff to “be remarkable”: worth remarking about • Share feedback & recognize achievements
  21. 21. Utilize Tools Social Sharing Personalizing Social Listening
  22. 22. Visual Storytelling • Imagery + Sharing • Universal language • Three types of visuals 1. Professional 2. Social 3. Traveler • Tag – Who? – Where? – What?
  23. 23. Selfies
  24. 24. Insert your #business into the story
  25. 25. Source: VanityFair.com Museum Selfies
  26. 26. The Six-second Review
  27. 27. A Hundred Stories in One Minute
  28. 28. Social Storytelling - Takeaways • Start with your brand story • Make it about the traveler • Be brief • Be visual • Influence and encourage traveler stories by being realistic & remarkable
  29. 29. Grazie! DANIEL E. CRAIG @dcraig

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