Why Storytelling Sells & How to Analyze If Your Story Does
By Darlene Rondeau Vice President, Best Practices, Online Merchandising, Leonardo | February 2015
What's the first thing we do when meeting someone new? We ask them questions in an effort to hear their story: Where are you from? What kind of work do you do? Do you have kids? What we're trying to do, more than just to pass the time – is we're looking for a way to connect to that person.
Stories make life interesting, but they are also useful because they give people a way to relate. Humans love storytelling, which creates a big opportunity for hotel brands and their properties. And now that social media is maturing from just a friendly addition to your marketing plan to a necessary component of your overall strategy, its role is more vital than ever.
A solid social media strategy ensures you're taking part in conversations your guests are having. It also means staying true to your hotel's social voice and character. By sharing your hotel's individuality through all your social media posts and shares, you're differentiating your property from the competition – not to mention engaging with your audience in a compelling, personal way (and not sounding like a robot!)
A well-planned social strategy also includes having content readily available to go about creatively repurposing that material appropriately for each of the channels you're using to interact with hotel shoppers.
Why Stories Sell on Social Media
Stories are deeply and fundamentally engaging to consumers, and because people can relate to stories, creating content with this in mind on your most important social platforms creates the basis for authentic conversations. The contemporary guest appreciates being informed, educated and delighted, not "sold to."