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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 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
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
