In searching for enthusiastic contributors and mission driven stakeholders there may be many different profiles such as schools or NPOs . Continuous search for like-minded communities is key to nurture the content marketing system and expand the destination brand awareness. Individual partners such as bloggers or journalists are also likely to be good storytellers, also considering their media power as key influencers.
Beyond the existing communities related to the aforementioned stakeholders, the destination should develop its network of brand enthusiasts, accommodating the needs of individuals to connect with like-minded people in new communities where the bond is rooted in one-to-one relationships among members. The destination management has to be conscious that communities exist to serve the members, not the business; and so it has to facilitate interconnection among them and encourage participation.
It is necessary not only to communicate the mission and the vision, but also the evolution of the key performance indicators related to both social and environmental issues, to let the stakeholder community see how the destination is advancing towards the mission accomplishment: how much has been done, and how much is left to do.
In the Whitepaper “Marketing destinations through storytelling” there is to be explanation of how to leverage the destination’s stories as a key marketing content. Furthermore, in the Whitepaper “Envisioning open innovation in destinations” there is envisioned several ways the open innovation could be deployed as a marketing content generator.
Do you think that horizontal storytelling –created and controlled by brand enthusiasts- may fully or almost fully replace traditional communication tools such as advertising? What do you think it is necessary to make that happen?