13. Why Storytelling?
Information is processed
more efficiently
Cuts through the clutter; helps
people retain messages
Evokes an emotional (hopefully
positive!) response
It isn’t “sales-y” (because....ewww)
17. A Good Story Has ….
Relatable characters
Beginning, middle, and end
Conflict
Source: http://www.postplanner.com/digital-storytelling-techniques-secret-sauce-social-media
18. “A story is a character in pursuit of
a goal in the face of an obstacle
or challenge.”
- Dev Basu, Powered by Search
23. What Makes a Great Story?
Authentic
Human
Evoke emotion
Interest your customer or visitor
Involve everyday life
Great stories must be …
Source: 8 Million Stories
24. What Kinds of Stories
Can We Tell?
1. Educational stories
2. Trending news stories
3. Stories about your visitors
4. Classic stories, lessons, and quotes
5. Personal stories
Source: http://blog.wiredadvisor.com/how-to-use-storytelling-as-a-
marketing-strategy
55. Anatomy of a Good Blog Post
Determine your buckets
(topics)
• Events
• Attractions
• Date nights
• Family friendly
• Live music
• Sports
• Food
• Local faves
• Breakfast places
• Local “bests”
• Wine
• Neighborhoods
• Nightlife
• Check search terms for
your destination in Google
Analytics
Before You Start:
Source: Sheila Scarborough; Tourism Currents
56. Basic editorial calendar
• Topic category
• Title
• Details (including graphics)
• Key words
• Who is this for? (persona)
• What’s the point (CTA)
Source: Sheila Scarborough; Tourism Currents
Anatomy of a Good Blog Post
57.
58. Building a Blog Post
Source: Sheila Scarborough; Tourism Currents
1. Headlines
• Who Else Wants …?
• The Secret of …?
• Little Known Ways to …
• Gid Rid of … Once and For All
• Here’s a Quick Way to [Solve a problem]
• Now You Can Have [Something desirable] [Great
circumstance/result]
• [Do something] Like [World-Class Example] (Speak Spanish
Like a Rock Star)
• What Everyone Ought To Know About …
59. Building a Blog Post
Source: Sheila Scarborough; Tourism Currents
2. Content
• Text
• Photos
• Links
• Keywords
• Hashtags
• Video
60. Building a Blog Post
Source: Sheila Scarborough; Tourism Currents
3. Where to find photos
• Flickr Creative Commons
• Flickr Commons (Historical photos)
4. Writing for the web – It’s not what you say,
but HOW you say it
• Bolding, bullets, white space
5. SEO
• Give them the info they seek in the words they are
using to search for it
61. Possible Post Format
Source: Sheila Scarborough; Tourism Currents
1. Great Local Breakfast Places in XYZ
2. Strong opener, often a quote
3. The list, using bullets, headers, etc.
• Mom’s Café (farm-to-fork)
• Selena’s Taqueria (breakfast tacos)
• Fred’s Downtown Diner (old school)
4. Closing words, call to action
62.
63. Possible Post Format
Your Turn:
Take 15 minutes to sketch out a breakfast post
outline for your blog.
65. Storyboarding helps us think
Walk through a scenario and see what
happens
Test concepts
Experiment at little to no cost
Why Storyboarding?
Source: johnnyholland.org
66. Storyboarding helps others
understand
Simply express thoughts and ideas
Puts the “heart” of the issue back into
communications
Links facts and ideas with the
audience’s emotions and experiences
Why Storyboarding?
Source: johnnyholland.org
67. Try text boxes and arrows first
Steps for Drawing a Storyboard
Source: johnnyholland.org
69. Add in the camera
Storyteller commentary
Speech and though
bubbles
Character(s) and scene
Steps for Drawing a Storyboard
Source: johnnyholland.org
71. 1. Think about an attraction or event
in your destination (What do you
want a target visitor to know or
experience?)
2. Draw a storyboard for a 30 second
video (Hint: Think Pictionary)
3. Present to the group
Storyboarding – Your Turn
72. Photo Credits
Miss Magill reads a story. NYPL work
w/schools, 1912. Flickr Commons
Storyteller Annie Tomlin, White
Springs FL, 1956, Flickr Commons
Campfire: Sean Munson Flickr
Creative Commons
Boy reading: John Moran Flickr CC
Grandma reading: Sarah Altendorf
Flickr CC
McCall's Magazine 1939, George
Eastman House on Flickr Commons
Making sense of it all: Juan Andres
Martinez Flickr CC
• Book chaos: Sharon Drummond at
Flickr CC
• Fritzi Scheff demonstrating Magnavox
for Fifth Liberty Loan in New York City
1895 (courtesy Powerhouse Museum
on Flickr Commons)
• Star Wars action figures: Paul Mayne
on Flickr CC
• Rebel Scum: Stefan on Flickr CC
• Gumby & storm troopers: JD Hancock
at Flickr CC
• Photo of Sam Rayburn courtesy of
Sam Rayburn Historic Site Facebook
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