4.1 CORE STORIES AND STORYBOARDS S.1

4.1 CORE STORIES AND STORYBOARDS



It is not only important to select appropriate social networks: the stories you tell are also decisive for the success of your social media presence. In other words: good content is the core of your communication.



What do I post? Why images also should tell stories! Many travel pages on Facebook only show travel pictures – and certainly achieve good success with them because beautiful photos are frequently liked. However, reduction to nice photos might also be dangerous: among numerous travel pages, your Facebook page will not stick out, seems interchangeable and does not show why customers should finally decide for your travel agency.



You are successful in social networks when you demonstrate your fans in each of your activities that your travel agency is the right partner for all aspects regarding travels. This has to do with the product promise made by Lufthansa City Center – and with your customers’ product experience. Overall, you should achieve one thing with every social media article: wrap the values of an LCC travel agency in a story. This might happen by means of a picture – but also in many other forms.


StatusStory telling or: stories need values

What characterises LCC travel agencies? What is the difference between us and other travel agencies? In the run-up, we have thought a lot about this and finally defined five values that are perceptible for LCC customers and thus important: 


These five values are not just words: They are also the source of a large variety of possible stories you can tell about Lufthansa City Center. This is called storytelling: Every story is based on the same idea – but with different plots, from different perspectives and with different “main characters”. In one story, your travel agency will be the “main character” helping the customers before and during their travels. In another story, your customers are the main characters experiencing unforgettable adventures during their trips (thanks to your help).



From the core story to the idea

So far, so good. But how do you develop specific ideas? Well, every story you are telling about LCC should be based, if possible, on one of the five values, i.e. trust, reliability, efficiency, quality and status. These five values are the basis for five central core stories you can use to describe LCC’s product promise, but also the product experience of your customers.