how stories build your brand
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HOW STORIES BUILD YOUR BRAND
AARON “CUDDLES” NISSEN
Vancouver | Detroit | Amsterdam | Sydney
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NABOUT THINK!
Travel experiences enhances people’s lives and that tourism makes the world a better place.
What we believe:
Who we are:Individuals who are passionate about tourism and digital marketing.
What we do:We help destinations innovate.
How we do it:By using our philosophy and methodology based on social media principles.
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STORY TELLING
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NINDUSTRIAL REVOLUTION
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NMAD MEN ERA
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Stories
Hype
TrustedStories
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TO WHAT EXTENT DO YOU TRUSTTV/magazine/OOH advertising: 47%
Nielsen Global Trust in Advertising and Brand Messages April 2012
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TO WHAT EXTENT DO YOU TRUSTconsumer opinions posted online: 70%
Nielsen Global Trust in Advertising and Brand Messages April 2012
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TO WHAT EXTENT DO YOU TRUSTrecommendations from people you know: 92%
Nielsen Global Trust in Advertising and Brand Messages April 2012
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Trust}
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DESTINATIONBRAND
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NNOT A BRAND
Insert catchy tagline.
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A brand is the space you occupy in the minds and/or hearts of people.
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NTOURISM BRAND
Our definition:
• The sum of all stories somebody hears about a destination
• The sum of all experiences during a trip
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NYELLOWKNIFE, NWT, CANADA
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BAD-ASS
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NBUILDING BRAND
advertising storiesX
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KEY TAKE-AWAYS
1. Brand is built through authentic stories
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VISITOR STORIES
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otherpeople’sstories
Your stories
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245Average # Facebook friends
PEW, 2013
Facebook marketing conference, 2012
2,100,000 photos shared
Facebook insights
12% reach of an average FB post
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2,100,000 x 245 x 12% = 67,740,000
@W
ilhe
lmu
s#H
ostSK2013
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NENCOURAGE SHARING
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N
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N#EXPLORECANADA
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NMAKE YOUR FANS FAMOUS
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Get people talking and they’ll do the marketing for you.
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NMAKE IT EASY FOR PEOPLE TO SHARE
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KEY TAKE-AWAYS
1. Brand is built through stories2. Visitor stories are the most
important
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INFLUENCERS
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NPASSIONATE COMMUNITIES
passion
influencers
community
everybody
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NA REMARKABLE DESTINATION
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NREMARKABLE DESTINATION
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NCASCADING INFLUENCE
Influencers Community Everybody else
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KEY TAKE-AWAYS
1. Brand is built through stories2. Visitor stories are the most
important3. Find influential story tellers
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BE REMARKABLE
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Stand out cities will deliver something different; and be defined by their ability to capture the imagination and define themselves as being the best at something.
- Some really smart person from South Africa.
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NSMURF VILLAGE
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NCREATE CONSUMER CENTRIC CONTENT
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NSHARE CONTENTREMARKABLE CONTENT
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What do you do BEST?
Get your story told in these communities.
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KEY TAKE-AWAYS
1. Brand is built through stories2. Visitor stories are the most
important3. Find influential story tellers4. Be remarkable and facilitate
remarkable stories
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BE HELPFUL
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NCONNECTING TO SOCIAL PARTNERS
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NCONNECTING WITH PEOPLE IN SOCIAL MEDIA
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NREMARKABLE EXPERIENCES
Individual’s journey
remarkable experiences
bad experiences
Meh
Love it
Hate it
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NNET PROMOTER SCORE
Would you recommend this destination to a friend or colleague?
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KEY TAKE-AWAYS
1. Brand is built through stories2. Visitor stories are the most
important3. Find influential story tellers4. Be remarkable and facilitate
remarkable stories5. Listen and be helpful
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Social at the core
Amplified by influencers
Supported by digital
Extended by traditional
SOCIAL AT THE CORE
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THANK YOU!
AARON NISSEN@ANISSEN
AARON@THINKSOCIALMEDIA.COM:D
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