digital storytelling & social media marketing in religious ... · elena paschinger |...

Influencer Marketing| Religious Heritage TourismElena Paschinger | Creativelena.com

Digital Storytelling &Social Media Marketing

in Religious Heritage Tourism

Mag. (FH) Elena Paschingerwww.CreativElena.comwww.kreativreisen.atwww.europetour.tips


I hear and I forgetI see and I remember

I do and I understand.

Paradigm Shift From Cultural to Creative Travel


Source: https://www.youtube.com/watch?v=t9DMNpZZYZs

https://www.youtube.com/watch?v=t9DMNpZZYZs


Publisher: Full Flight PressPublished as a book & eBookTheTravelersHandbooks.com

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Creative Travelin Austria


Influencer RelationsBlogger Relations

Storytelling inCultural & Religious

Heritage Tourism


Powerful stories of extraordinary people in incredible places around the globe.


… how to meet, network and link with these people? How to tell and share their stories?

(Source: https://www.youtube.com/watch?v=LOEKyuieN18)

https://www.youtube.com/watch?v=LOEKyuieN18


“Champing”


Digital Storytelling in Religious Tourism


Influencer / Blogger Relations


Web Resources: Creativelena.com

http://www.creativelena.com/stshamburg-social-travel-summit-ergebnisse-aus-dem-blogger-think-tank/


Web Resources: Tourismuszukunft.de


(Ditigal) Storytelling in Cultural & Religious Heritage Tourism


“As for really good storytelling … go out & vacuum up information: Grab brochures, talk to people, find a café, pull up your journal and laptop and write about what is around you, your thoughts, your feelings, your tastes, etc. These notes will prove really helpful in writing, and spicing up your story later.” (Don George, Lonely Planet Travel Writing)

https://www.creativelena.com/en/project-space/professionalizing-serendipity-don-george-about-the-art-of-engaging-quality-travel-writing/


Storytelling in cultural tourism


Digital Storytelling via Social Media

• Posting videos, photos and/or text aimed at specific target groups involving related pagesor accounts (groups, pages, events, etc.)

• „Aggregating“ relevant content instead ofalways sharing your own !

• Creating a platform for networking, feedback & exchange


Social Media Marketing … ?


Social Media Overview

• Forums

• Blogs

• Wikis

• Social Networks

• Review websites

• ...


Social Media Marketing

• “Real-Time-Marketing“

The 4 P‘s of the marketing mix (Product, Price, Place, Promotion) are replaced by the 4 C‘s ofthe Social Marketing Mix:

• CreatingCuratingConnectingCulture

https://www.youtube.com/watch?v=4zU-j_Ez7wo


Aims of Social Media Marketing

• Brand awareness

• Humanize relations

• „Edutainment“

• AIDA

• „Sharing is caring“

• Viral reach

• Feedback circles


Social Media = “Edutainment”.

• Social Media has a message.

• What is RELEVANT for the reader/client?

• How SUSTAINABLE are you as a publisher in providing good value content for your users?

• Is your focus on human interaction?

• Last but not least: Good content moves andtouches readers, it will always be shared!


Facebook

• The largest Social Network in the world: > 2 billion users

• Users in Austria: 3,340.000 (Source: Social Media Radar Austria)

• Users: Private accounts, company pages, interest groups, etc.

• Pages, profiles, groups, events


Twitter

• Rapid news channel forevents, happenings, etc.

• Largely international• > 500 million accounts

worldwide, out of which• 290 million active users• Mostly: Journalists,

Bloggers, Media


Google+

• Linked to interest (circles)

• Important for SEO

• about 500 million usersworldwide

• Personal profiles, companypages, circles


YouTube


Other Social Media Channels

• PHOTO: Flickr, Picasa, Instagram (> 130 million users worldwide)

• VIDEO: Vine, Vimeo

• Whatsapp

• Pinterest (more than 70 million users worldwide)

• LinkedIn, Xing

• Review Sites: Holidaycheck, Tripadvisor, Trivago, Qype/Yel

• Slideshare („YouTube for presentations)

• Other types of communities: gutefrage.net, issuu ...

• Location Based Services: Foursquare, Google Places ...


Social Media Do´s & Dont‘s

• Good mix of relevant content& marketing

• Fast replies• Constant replies• IMAGES/VIDEOS• Short posts (100 characters)• Asking questions, interacting• Commenting, liking, sharing• Mark, Link, Repeat• Hashtags

• Only wanting to sell• Ignoring customer requests• Ignoring complaints• Buying fans• Posting too much• Posting too little• Posting only text

80/20 RULE:80% of all posts should be social20% should be product / sales driven

YES, Sir! No GO!


Social Media Evaluation

• Monitoring: Which posts were popular, and why?

• Monitoring times of the day (e.g. 1.00 – 4.00 p.m)

• Keeping an eye on other, similar pages

• Popular days (e.g. Wednesday?) Post more!

• Demographics of fans

• Bottom Line: Relevant posts which entertain andinform will always be searched for (and found, and shared!)


Thank you foryour attention!

#CreativElenaRTW#KreativReisen#EuropeTour

[email protected]

[email protected]

mailto:[email protected]

mailto:[email protected]

digital storytelling & social media marketing in religious ... · elena paschinger |...

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