Tag: social media

Responding to Negative Posts on Social Media

Beyond marketing brands, products and services, social media platforms provide “excellent” opportunities to harm the brands’ reputation when a customer is dissatisfied, and even more when their complaints are not properly attended by the company’s customer service. This articles explains some case studies to showcase the threatening importance of social media platforms for companies overlooking customer complaints.

Using Pinterest for Destination Marketing

Pinterest is one of the emerging social media platforms, with many special features that make it interesting for some businesses. This article explains what Pinterest can do to market a destination

Key Takeaways from #SoMeT13US, the Social Media Tourism Symposium

Marketing is evolving faster than ever in all sectors, and tourism is not an exception. This article explains some key marketing trends affecting tourism

Monitoring results

As for all strategies, storytelling results need to be monitored to evaluate its effectiveness in terms of the marketing goals. We distinguish four categories of KPI for storytelling marketing: impact, integration, interactivity, and immersion.

Strategies to foster story virality

Storytelling effectiveness is called virality, but there is no secret formula to make it happen. Beyond inspiration and writing skills, there are some key strategies to follow to enhance your changes of success

What makes stories go viral?

Creating virality is the dream of any storytelling marketer, but there is no magic formula to make it happen. However, there are some tips and guidelines that may inspire us to achieve the desired results

Content media strategy in transmedia storytelling

In transmedia storytelling, stories are namely to be delivered through social media and online marketing tools, where 3 types of channels are identified: paid channels, own channels and followers’ channels

How storytelling turns into effective marketing

Storytelling turns to be effective marketing so long as the audience establish an emotional connection with the character. You first have to sell the story, and then the product!

Story innovation framework and guidelines

When drafting new types of story driven experiences in a destination, there are many variables to take into account, given the potential complexity we can envision

Story audience profiles: how does each interact with the stories?

When creating stories to engage our target audience, it is necessary to understand that story enthusiasts are not likely to interact the same way, and so it is convenient to facilitate all types of desired interaction