daniel edward craig - bto 2014 - social media & storytelling

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 Hemingway

Image Source: obit-mag.com

Decisions on the Go

Social Storytelling

SHORT & SWEET

“I was here.”

“I like this place.”

“I recommend it.”

INTERACTIVE

HELPFUL

COMPELS ACTION

• Click

• Share

• Book

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 do?”

– “How will I feel?”

Start with Your Brand Story

Image Source: belleana29.wix.com

Slices of

Life +

Subtext

Tremont Hotel

Check out this cute couple enjoying

champagne breakfast at the pool after getting

engaged here last night.

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 sure employees understand their role

• Train & empower staff to “be remarkable”:

worth remarking about

• Share feedback & recognize achievements

Utilize Tools Social Sharing

Personalizing

Social Listening

Visual Storytelling

• Imagery + Sharing

• Universal language

• Three types of visuals1. Professional

2. Social

3. Traveler

• Tag– Who?

– Where?

– What?

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

• Influence and encourage

traveler stories by being

realistic & remarkable

Grazie!

DANIEL E. CRAIG

@dcraig