4.2 SNACK CONTENT: CREATE QUICK MULTIMEDIA CONTENTS YOURSELF S.3 (neu)

4.2.3 TELL STORIES ON THE GO: LIVESTREAMS & STORIES


Do you wish anything more unusual? These apps, tools or camera functions help you to attract attention by means of photos and videos:


Facebook Live and Periscope

Live streaming with your smartphone is possible both on Facebook (Live) and on Twitter (Periscope or Live). This is ideal for real-time impressions when you are travelling. Pay attention to data and battery consumption – it is best to send in a WLAN!

Instagram Stories

If you have an Instagram account, use Instagram Stories for snapshots of your travels in form of pictures and videos! Tip: Instagram Stories may be downloaded for 24 hours and then posted on Facebook, for example

Snapchat Stories

This is a fast and amusing photo and video messenger with animated video filters. If you want to address a young target group and like filming and taking photos, brief impressions with Snapchat Stories are just perfect for you.

4.2 SNACK CONTENT: CREATE QUICK MULTIMEDIA CONTENTS YOURSELF S.3

4.2.4 WHERE DO I GET THE PICTURES FROM? IMAGE DATABASES


In addition to your own photos and videos, you will also need general image material in your social media communication. However, please note that professional image material is normally not offered for free. When you contract professional photographers or graphic designers, you have to pay remuneration and image rights. Also for pictures from picture databases, you normally have to pay licence fees. By the way, it is absolutely taboo to download pictures using the Images section of Google and use them without permission!



As we have already said in chapter 3.1.4, most images that can be found on the Internet are protected by copyright and may not be used. One solution can be an image database. You can purchase a licence for photos to be used in print media, on websites or also on social media platforms. These are some of the most common, fee-based image databases:

  • Fotolia
  • Shutterstock
  • Istockphoto


Make sure to keep the following in mind when using image databases:

  • Under which creative commons licence was the photo published?
  • For which purpose can the photo be used? Is it possible to use it on social media platforms?
  • Can the photo also be used for commercial purposes, in addition to private uses?
  • How has the name of the image database and/or photographer to be mentioned

  • May I edit images or may I only use original versions?
  • Some images were published under creative commons (CC) licence; do I have to link to the licence in addition to the photo credits when I publish a photo?


Among the numerous image databases on the web, there are a few licensed according to creative commons CC0. This means, you may use high-resolution photos for free for commercial purposes – without having to mention the photographer’s name:

  • Pixabay.com: this is the best-known source for free-of-charge, licence-free images, graphics and even videos. All images may be used for commercial purposes without having to mention the source. Downloaded images can be edited without having to ask the author for permission. Great search function!
  • Pexels.com: a photographically more ambitious image database with smaller choice. All images are licensed under CC0. It is not necessary to mention any name; photos can be edited and further used.
  • Stocksnap.com: a metasearch engine for various other websites with licence-free images.


Use of images from Pixelio is basically free-of-charge, as well – however, there are some restrictions. Not all photos on Pixelio may be used for commercial purposes. Furthermore, Pixelio and the photographer have to be mentioned as source.



  • Please note: these are rough guidelines, not legally binding information!

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4.2.2 SNACK CONTENT: SHORT VIDEOS, GIFS, MEMES, ETC.

Snack content is a real eye-catcher. Animated pictures, cool expressions or video loops create more attention – and transfer content at one glance.

In the following, we present you the most important snack content types with some app tips:

Animated GIFs

GIFs are long runners in snack content. The choice of mobile apps is huge: GIPHY, in particular, offers apps and desktop tools for all purposes at giphy.com. For demanding iOS users, we recommend Gifx.

Memes

Memes are pictures with funny or cool sayings. You can create them easily at MemeGenerator.net or imgur.com.

Vine Camera

Vine Camera allows you to create 6-second video loops. These videos can be posted directly on Twitter or saved on your mobile phone. Stop motion videos are particularly effective!

Cinemagraphs 

Cinemagraphs – vieos with a “frozen” part – are very appealing. In addition to the professional Cinemagraph Pro app, we recommend you to try the free-of-charge MaskArt app (only iOS)!

4.2 SNACK CONTENT: CREATE QUICK MULTIMEDIA CONTENS YOURSELF S.1

4.2 SNACK CONTENT: CREATE QUICK MULTIMEDIA CONTENTS YOURSELF



How can you communicate the message of a story quickly and directly? Using pictures and videos! In this chapter, you learn what apps and platforms you can use to create contents for your social media channels yourself – not only on your computer but also using mobile apps on your smartphone.



4.2.1 EDITING YOUR OWN PHOTOS AND VIDEOS


The success of a social media posting depends on image and video quality. In the following, we list recommendable apps for quickly creating and improving photos and videos: (click through the smartphones to see the various apps!)

Snapseed (iOS, Android, Mac, PC):

Google’s photo editing software. Fast, highly intuitive photo editing that makes the most of mobile images, in particular. Mandatory equipment for every smartphone!

Splice (iOS):

Video and slideshow editor offered by GoPro. Very intuitive handling, extensive free-of-charge music library.

VivaVideo (Android):

Video editor for beginners to be used with Android. Directly film, cut, filter and add music. Professional version is required to get rid of the watermark.

4.1 CORE STORIES AND STORYBOARDS S.7

4.1.5 STATUS


The key message of this core story is:
“We put our customers first”




Product experience: this means STATUS for business travellers

  • With LCC, I can rely on the security of a strong, well-known brand
  • LCC is the worldwide largest virtual travel agency network
  • LCC travel agencies can be found at top locations
  • LCC travel agencies have top equipment and are technically always up-to-date



Product experience: this means STATUS for leisure travellers

  • With LCC, I have extraordinary travel experiences offered by an experienced premium agency
  • The LCC travel agency organises my holiday, I only have to enjoy it
  • My LCC travel agency surprises me with services I would not expect
  • With LCC, I know what I get, there are no disappointments

Story ideas:

  • LCC as long-established company: looking back on the history of LCC, travels in the past
  • Atmosphere in LCC travel agencies: (good!) photos taken in your travel agency
  • Innovative travel consulting by LCC travel agencies
  • Ideas for status travels: luxury travels, golf trips, cruises
  • The most unusual / luxurious travels worldwide
  • Traveller’s dreams: travels for special occasions in your life (wedding, round-the-world trip, events)
  • Presentation of top performers: extraordinary travel experiences presented in the LCC travel agency
  • Individual surprises: My customer is someone special!

Realisation:

  • Inspiration by means of high-quality multimedia content, virtual reality experience
  • Testimonials & customer stories
  • Historical retrospection: photos, anniversaries

4.1 CORE STORIES AND STORYBOARDS S.6

4.1.4 QUALITY


The key message of this core story is:
“We make no compromises when it comes to quality”




Product experience: this means QUALITY for business travellers

  • LCC has qualified staff with sound education and good contacts
  • LCC organises travel solutions from one source
  • If anything is not right, LCC offers me an alternative
  • Due to LCC’s certification, I can rely on globally harmonised quality standards with local contact persons
  • Thanks to LCC, my technical travel management is always up-to-date



Product experience: this means QUALITY for leisure travellers

  • LCC offers me individual consulting and high-value products with best price-performance ratio
  • In the LCC travel agency, I can expect special travel experiences
  • With LCC, I know what I get, there are no unpleasant surprises
  • LCC looks for sustainable travel solutions

Story ideas:

  • Who are the people behind LCC: stories written by trainees or employees, creative job offers
  • Travel inspirations: Do not only post photos, provide tips and background information!
  • Best-of lists: the most popular destinations of the year, the best travel ideas for…
  • Extraordinary travel ideas (eat à la carte, tree house picnic, spend the night in an igloo)
  • New consultancy forms: virtual travels, 3D goggles in the travel agency
  • Corporate social responsibility among top performers: projects and ideas we like (e.g. when towels are not changed, minibar will be free-of-charge)  Insight in quality management at travel agencies: what do we do so that customers have the perfect travel experience?
  • Worst-of rankings: worst flops and failures – and why this will not happen with LCC

Realisation:

  • Inspiration! Show “wow” moments in a multimedia way by using photos, videos, live impressions
  • People: talks, profiles, interviews
  • Orientation: how-to, best-of lists

4.1 CORE STORIES AND STORYBOARDS S.5

4.1.3 TRUST


The key message of this core story is:

“We offer personal and independent service and consultancy”




Product experience: this means TRUST for business travellers

  • With LCC, I always have the same personal contact person, I do not deal with an anonymous call centre
  • I can absolutely trust my LCC expert
  • LCC guarantees me the full range of offers
  • With LCC, I book 25 years of experience with business travels
  • During my travels I can get help from local contact partners, if needed
  • I find all my personal travel information on LCC travel platform
  • LCC guarantees transparent and fair billing



Product experience: this means TRUST for leisure travellers

  • I have a personal contact person at my LCC travel agency who focuses on my needs
  • My LCC expert recommends me a travel solution that is perfect for me
  • LCC guarantees me the full range of offers of all tour operators
  • With LCC, I do not have to fear hidden charges
  • My LCC travel agency gives me personal insider tips – and always a little bit more

Story ideas:

  • Who are the people behind LCC: present travel agency staff with their interests and preferred travels
  • Personal impressions of the LCC staff from their business and family trips
  • Customers as testimonials: share postcards or e-mails sent by customers as well as their travel pictures and videos (consent is required!)
  • This is how our customers say “thank you”: flowers, cookies, etc. sent to the travel agency
  • My travel agent and I: this is how my travel agent helped me
  • Surprising stories about the most pleasant travel occasions (honeymoon, family trip)
  • Recommendations by LCC staff: the travel trends for 2017
  • Emergency (tour operator bankrupt/online platform): how could LCC help? What will we do in case of emergency?
  • Testing flight and hotel prices – no hidden charges on LCC website


Realisation:

  • Personal articles: pictures, videos, interviews, quotes
  • Customer content: ask customers to post, photo contests, hashtags
  • Tests and performance comparison, customer reviews and ratings
  • Personal recommendations by travel agency staff

4.1 CORE STORIES AND STORYBOARDS S.4

4.1.2 EFFICIENCY


The key message of this core story is:
“With us, your trip will just be perfect”




Product experience: this means EFFICIENCY for business travellers

  • LCC gets me quickly from A to B, in an uncomplicated way and as smoothly as possible
  • LCC saves me time and costs when planning my business travels
  • LCC offers me optimised process management and recent technological solutions 
  • LCC supports me in all travel-related topics, from guidelines to reporting 
  • LCC has up-to-date/suitable technologies and the best/fastest process 
  • LCC is the perfect (and perfectionist) business travel partner for SMEs



Product experience: this means EFFICIENCY for leisure travellers

  • LCC saves me time, money and troubles when booking a holiday
  • LCC saves me from the jungle of unclear travel offers
  • LCC finds me the perfect travel offer quickly and reliably
  • LCC gives me ideas for new travel experiences
  • I have a personal contact person at LCC who knows me

Story ideas:

  • Fast booking – explanatory video: Learn how to book by means of LCC app / LCC website
  • View behind the scene: chat with a travel expert
  • New technical solutions: travel consulting on the couch, virtual consulting
  • Business guidebook: code of conduct for travels
  • Your perfect holiday: What is important for business/leisure travels in different countries?
  • Tailor-made travel ideas – e.g. top 5 destinations for opera lovers
  • Guidance video: Learn how LCC helps you in tricky situations
  • Infographic: booking with and without travel agency
  • Checklist: what makes business travels inefficient
  • Comparing transport methods: flight or train?
  • The 5 major annoyances during business trips

Realisation:

  • Articles that give orientation, inform or provide an overview!
  • Blog articles, infographics, videos, guidance videos, images, memes
  • Studies, whitepaper, how-to
  • Best-of lists, top 5, checklists

4.1 CORE STORIES AND STORYBOARDS S.3

4.1.1 RELIABILITY


The key message of this core story is:
“We make your dreams come true, before, during and after your journey”




Product experience: this means RELIABILITY for business travellers

  • LCC perfectly organises my business trip
  • LCC cares for me before, during and after my trip
  • LCC is my direct contact for all aspects regarding my travels
  • The LCC travel agency advises and helps with its carefree package and 24/7 availability no matter what
  • LCC helps me in case of strikes, flight delays or short-term rebooking



Product experience: this means RELIABILITY for leisure travellers

  • Thanks to my LCC travel agency, I can start my travels safely and reassured
  • I get competent advice and help in each phase of my trip
  • LCC guarantees a unique holiday experience and achieves the impossible
  • With LCC, I avoid unpleasant surprises, as with anonymous online portals
  • If there are any short-term changes, LCC takes care of them
  • In case of emergency, the LCC travel agency reliably helps me

Story ideas:

  • Personal experiences: employees give first-hand tips, reports of family trips
  • Ideas for unique holiday experiences: Where can I go to? What can I do when I am there?
  • We achieve the impossible: insider tips, tickets for sold out events, inaccessible sites
  • View behind the scene: everyday work of hotline staff, presentation of top performers, everyday technology in travel agencies
  • Consulting: trends, checklists, visa, immigration formalities, weather, technical tips
  • Safety during travels: How do I avoid problems? When in Rome, do as the Romans do!
  • Up-to-date information in case of emergency: strike, flight delays, volcano eruptions, airline is bankrupt, etc.
  • Case study: How we helped in an emergency
  • With LCC, you do not pay extra: comparison with other online portals
  • How can I save costs on business trips?
  • Business travel news

Realisation:

  • Focus on information (trends, up-to-date information in case of emergency, service) and orientation (competence, decision support)
  • Model stories: present travel agents, tell about individual cases, case studies (in particular on help in case of emergency)
  • Consultant: travel know-how, interesting facts

4.1 CORE STORIES AND STORYBOARDS S.2

5 Values, 5 Core Stories

To learn more and find examples, click on the values.

How can you use these core stories in your everyday communication? The next chapter of this Social Media Guideline will help you with this task. We show you by means of five storyboards how you can use the five core stories in your posting ideas for Facebook and LinkedIn.  Some of these values and core stories will be more important for business travellers, others for holiday makers – but the corresponding brand promise should be perceptible for both of your customer groups.



Another tip: Be creative, think out of the box and try to transmit one of the five LCC core stories in each of your posts, if possible!