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Storytelling (How can storytelling be used in business? (Five ways…

- - - - thousands of posts published every single day across a number of platforms.
      - need to find a way to make your brand stand out if you want to grab some of that attention
      - quality over quantity. If people aren’t engaging with our content and sharing it with their friends it is a pretty good indication that no one is paying attention
      - evoke a strong emotional reaction in your target audience through a great story then you will capture their attention.
      - we tell people stories is to grab their attention for long enough that they absorb the information you are giving them. A Stanford University study showed that when provided with statistics people have a retention rate of about five to 10 per cent, compared to 65 to 70 per cent when those statistics are told as part of a story.
      - Triggering any strong emotion will work but some of the more common ones in successful brand stories include surprise, happiness, humour, awe, pride or nostalgia.
      - If people are engaging with your content through comments or reactions it means they have cared enough about your story to take the time to respond. If they shared it, it’s generally a sign that they loved your story.
      - We regularly have guests get in touch through social media channels or crew email to tell us about something great that has happened on board, which we can then turn into a powerful piece of content to show people what we’re about.
      - When a story isn’t positive for our brand, this gives us the opportunity to address the issue and do our best to find a positive resolution to the situation. The biggest challenge for us is when misinformation starts to get shared on social media, as correcting something that has inertia on social is an almost impossible challenge.
  - - - Be your customers’ hero
        
        in order to execute a truly effective travel content marketing strategy, marketers need to make it a priority to understand their customers’ problems and pain points, and create content that answers their questions and concerns. The content needs to inform, instruct, advise, explain or entertain.
      - A picture is worth a thousand words
        
        visual storytelling has become an essential component to any successful content marketing strategy and can be especially powerful when applied to industries that lend themselves to particularly well to visuals—travel being one of them. Visual storytelling allows brands to promote their products or services without having totell people about them.
      - Create content around the buyer journey
        
        In the travel industry, the funnel can be broken down into four distinct stages: inspiration, research and discovery, booking and preference, and lastly, retention. This allows you to create helpful content designed to cater to your customers’ needs throughout each and every step of their purchasing journey.
      - So you’ve created killer content. Now what?
        
        without a distribution strategy, your content won’treach your audience. The most successful distribution plans incorporate a blend of owned, earned and paid strategies. As you prepare to share your content, assess your goals and your budget to determine which channels are likely to have the most impact for you brand.
      - 86 percent of business-to-consumer (B2C) marketers are using some form of content marketing.
      - A growing paid distribution tactic that travel brands are embracing is that of native advertising—the practice of reaching target audiences with branded or sponsored content. As more brands invest in producing value-adding content, they’re seeking non-interruptive distribution strategies to reach consumers with. Native advertising is emerging as a channel to accomplish just that, because the fundamental premise of native is to seamlessly integrate sponsored messages in a user’s experience.
  - - - Before you visit a restaurant or book a hotel, are you influenced by stories you read on user review sites? One in four of us are, apparently. User-generated content, or UGC as it’s known, completely turned the tables when it emerged over ten years ago. And amazingly, 84 per cent of us trust online reviews as much as a recommendation from a colleague or friend.
    - - In the same way that travel companies are embracing UGC sites like Yelp and TripAdvisor, some tour groups are taking things one step further by showcasing independent customer reviews on their own websites. Cue companies like Responsible Travel, which features 7,000 independent, unedited reviews on its site by real travellers.
    - - When Virgin Holidays broadcasted live footage of their customers on holiday, it was a pioneering move for the travel industry. During a primetime Saturday night TV slot, the holiday company’s 'Seize the Holiday Campaign' live streamed customers in 18 destinations, meeting Mickey at Walt Disney World, taking a helicopter ride over New York and snorkelling in Barbados.
    - - In the same way, ambassador storytelling can encourage us to buy into a travel product, so can the rise of influencers - a buzz word that is dominating the marketing world right now. Bloggers, instagrammers and YouTubers sharing their travel stories worldwide are all contributing to the influencer phenomenon. And it’s claimed it could be most powerful in the travel industry. But why is someone’s Instagram post about a spa in Bali, so influential?
        "Social media is about trust," says Nik Hewitt, head of social at digital PR agency Tank. "We trust our friends, family, peers and the influencers who we’ve been following and developed relationships with. So, if we see people have genuine experiences and genuine opinions, we’re much more likely to listen and appreciate what they have to show us than a travel brand which can sometimes appear faceless. This is gold for travel, which is very much a visual experience."
    - - VR is a form of storytelling that has come about through a natural "evolution of marketing platforms".
- - - - Record experiences, personal feelings ...
  - - - in all myths the hero is “called to adventure”
        the hero is given a mentor who either dies or moves on, leaving the hero to fight alone and to trust in his newfound skills
        the hero is faced with the “road to trials” where hurdles and challenges crop up
        the “ultimate boon” where the villain is vanquished
        “the elixir” where the hero receives recognition, fame, or a treasure because he or she made the world a better place.
    - - Stage two is called “Initiation,” where the battle between good and evil takes place.
      - Stage three is called “Return,” where the hero returns and makes the world a better place.
      - Stage one is called “Departure,” where the world is in equilibrium, but a catalyst prompts the hero into taking action.