Tāmaki Makaurau He Aratohu / Auckland Playbook
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Storytelling tips and tricks Themes Reputation framework Place DNA™ Introduction
Duder Regional Park, Clevedon
27
He tīwhiri me te rauhanga
kōrero paki
Storytelling tips and tricks
Tāmaki Makaurau He Aratohu / Auckland Playbook
Auckland Art Gallery Toi o Tāmaki
He tauira o te kōrero paki
Storytelling content examples
Introduction
Our stories are gathered around our brand essence through
themes that help us express who we truly are and what our
destination can offer.
Place DNA™
Tāmaki Makaurau Auckland’s themes are:
A place of mana
Māori values
Life essence
Reputation framework
Collective worlds
Bicultural
Multicultural
Unity in diversity
Playground for ideas
Inspiration and innovation
Young and welcoming
Good growth
Themes
Urban oasis
Balance
Quality of life
Restorative city
Storytelling tips and tricks
The story starters on the following pages show how you
can apply content marketing principles to bring Auckland’s
themes to life.
28 Tāmaki Makaurau He Aratohu / Auckland Playbook
He tauira kōrero – he whakairinga
Content examples – posts
Introduction
A place of mana Collective worlds Playground for ideas Urban oasis
Place DNA™
Auckland – Smart Move Elemental AKL Visit Auckland
September 5 · August 2 · October 13 ·
Tiffany found it easy to make the transition to Auckland and found New It’s a wrap! That’s it for #ElementalAKL 2019 We think Auckland City looks perfect from every angle, especially from the
Zealand society to be open, caring and culturally accepting. So what are you From dynamic theatre productions, delicious culinary experiences to world- Michael Joseph Savage Memorial Park #VisitAuckland
Reputation framework
waiting for, could you make this your place? class light installations, what an incredible 31 days it’s been with over 65 Photo: instagram.com/wander_pip
events and 120 eateries across Tamaki Makaurau!
Subscribe to our newsletter for updates here –
http://www.elementalfestival.co.nz
We’ll be back in 2020!
Themes
What could Auckland, New Zealand offer you?
1603 Likes 12 Comments 36 Shares
Storytelling tips and tricks
258 Likes 6 Comments 14 Shares
356 Likes 6 Comments 33 Shares
29 Tāmaki Makaurau He Aratohu / Auckland Playbook
He tauira kōrero – he whakairinga
Content examples – posts
Introduction
A place of mana Collective worlds Playground for ideas Urban oasis
Place DNA™
AucklandNZ.com Visit Auckland studyauckland · Following
@Auckland_NZ November 4 at 7:00 PM · Waiheke Island
A fish out of water ... Ever wanted to try a hāngi?
Introducing The Māori Kitchen New Zealand’s first commercial hāngi located
Reputation framework
on Auckland’s Queen’s Wharf. Discover the ancient Māori cooking traditions
and native history through Appetite for Auckland here: https://bit.ly/31ZcfB7
EmiratesTeamNZ @EmiratesTeamNZ · Nov 8
Is there a better sight than Te Aihe on the Hauraki Gulf?
#AmericasCup #AC36 #Auckland2021
Themes
9.4k views 0:13 / 0:58
4:08 PM · Nov 8, 2019 from Auckland, New Zealand · Twitter for iPhone
Storytelling tips and tricks
Liked by aut.international.students and 1,556 others
studyauckland Get into Nature!
Partnered with @gottogetout_adventures International students become
Kaitiakitanga, Guardians and Protectors of Auckland. This year students are
planting trees and weeding invasive species on Waiheke island, making sure
one of our national treasures retains it’s beauty
by @dannyler22
#studyauckland #visitauckland #auckland #aucklandcity #aucklandnz
#tamakimakaurau #nz #studyabroad
125 Likes 14 Comments 18 Shares
30 Tāmaki Makaurau He Aratohu / Auckland Playbook
Te kōrero paki mā te kiko o roto
Storytelling through content
Introduction
Creating and collecting Why do people share
effective content content on social media?
Always focus on your audience when Think about the content you engage
creating content or finding content made with on your personal social channels.
Place DNA™
by someone in your community. This way
you will have a better chance of sharing What do you share?
content that is engaging and relevant.
What do you tag your friends in?
Ask yourself this question before you
publish: Who is my intended audience, What do you react to with a
and what makes this content valuable Like or Comment?
Reputation framework
to them?
What videos do you save to
Effective content should tick one or watch later?
more of these boxes:
Then, think about your motivations for
Inspires interest/intrigue; sharing. This will help you understand
motivates action and travel, why some content drives people to act
video/photo albums or engage while some do not.
Social media
Grabs attention; stops people Does it make you look fun, cool,
recommendations
Themes
from scrolling and focuses interesting or smart?
them immediately
Does it make you think of a friend Social media platforms hold some of
Entertains; shows striking visuals or family member who would also the greatest potential for audience
enjoy it? engagement. Each social network
Informs; provides local tips/ varies according to audience, optimal
Storytelling tips and tricks
information, or event dates and Would someone you know benefit posting tactics, engagement and tone,
time-of-year to visit from seeing the content? which makes it important to structure
your posts for maximum impact. Use
Adds value; exclusive deals or Does it reflect the activities the following recommendations to help
demonstrates value in terms of you enjoy? you create content tailored to each of
money and time your social media channels.
Does it surprise you with
Keep these five areas in mind when something you didn’t know or
creating content or curating content hadn’t seen before?
to share on your channels.
Does it represent the community
that you are a part of?
31 Tāmaki Makaurau He Aratohu / Auckland Playbook
Ngā kiko ā-Pukamata me ngā tikanga tōtika rawa
Facebook content and best practice
Introduction
Image posts Make it compelling. Link posts Facebook best practices
The first few seconds of a video are
crucial to draw in the viewer. Whether
Powerful images capture attention Add a link to your post to generate a Make it valuable.
you choose to post short-form or
and improve post visibility threefold. link preview that includes an image and Always ask yourself why your
long-form video, make sure the
Be consistent with your photo captions the title. Facebook includes link clicks post will be valuable to your
content is compelling and engaging
Place DNA™
and use the same writing format from in its News Feed algorithm and rewards followers. Create content
the entire way through. Look at the
post to post. This helps people better high-traffic links by showing them that resonates best with your
retention rate on each video you share
connect with your brand. For example, to more users. Here are a few tips for Facebook audience.
by using the insights page and adjust
how do you credit the photographer link posts:
accordingly to improve over time.
each time? Do you use parentheses, Be consistent.
or the camera emoji followed by their Select a relevant link. Try to post around a regular
Make it visual.
username? There is no right or wrong Make a list of the most relevant topics schedule so your followers know
85 per cent of the time, people watch
Reputation framework
way, but choose a method and stick to your audience. Then, try a quick what to expect. The goal is to
Facebook videos without sound
with it. Google search of your topic or your ensure your content is seen and
(source). Use your video to show,
business name. Searching Pinterest for engaged with.
not tell. It is an opportunity to attract
Video posts attention through the most stunning
the name of your organisation can also
reveal new images and links. Share stories and conversation
visuals you have access to. If your
pieces, not sales pitches.
Facebook users watch over eight billion video has a voiceover, add subtitles so
Post a short, appealing caption. Be human. Use a friendly,
videos per day (source). Your audience that people can understand it with the
The link is the focus of a link post. conversational tone. Respond as
likely has some video-watching habits sound turned off.
Do not draw attention away from it soon as you can and be helpful.
too. These tips will help your video
with a lengthy caption.
posts succeed: Maximise the mobile screen.
Share unique, diverse content.
Themes
Vertical or square cut video works best
Use enticing headlines. You can choose exactly who sees
Upload directly to Facebook. on Facebook because people are most
The more intriguing the headline, it through targeting.
You will get higher reach from posts likely to watch on a mobile device.
the more likely a user is to click on it.
that contain a video uploaded to your 47 per cent of users only use the
Headlines which include numbers, Share user-generated content.
Facebook page, versus posts that mobile app (source).
such as “Top 5” or “6 Best”, perform This encourages fans to share
contain a YouTube link. A day or two
Storytelling tips and tricks
particularly well, as do headlines their own stories. Unless you own
after posting, check your analytics. Facebook Live that evoke emotion. Though you can the content, always credit photos
The platform provides data that
not change the headlines or images and videos.
includes total views, length of views
Facebook users spend three times on third-party articles, you can be
and audience retention. Learn from
longer watching live videos than selective of those you share.
these insights to constantly improve
regular video posts (source). Use this
your video offerings.
feature to make announcements,
share special offers and events, or
simply show off your surroundings on a
remarkable day. Facebook Live is also
a great platform to conduct interviews
with relevant experts or influencers.
32 Tāmaki Makaurau He Aratohu / Auckland Playbook
Ngā āhua ā-Kapoata me ngā tikanga tōtika rawa
Instagram content and best practice
Introduction
Image posts make announcements, share special Formatting captions in a Keep your profile current.
offers and events, or show off your consistent way will also help Choose an identifiable profile
surroundings on a beautiful or you create a distinct and picture and provide a clear
Like Facebook, Instagram’s feed runs
remarkable day. The Live Video feature recognisable style. description in the bio with your
on an algorithm that favours some
in Stories is also a great tool to conduct business address, hashtag and
posts over others. With this in mind,
interviews and Q&As with staff, guides, Make it valuable. website link. Switch to a business
Place DNA™
always consider the value of what
experts and influencers. Always consider the value of what account if you have not already.
you are posting. Create content that
you are posting. Create content This will make it easier for potential
resonates best with your audience as
measured by engagement. Adjust your Instagram Stories highlights that resonates best with your customers to get in touch with you.
Instagram audience.
efforts based on what you learn from
Use hashtags wisely.
looking at Instagram Insights data. If you wish to extend the life of select
Keep your caption short Only use hashtags that are related
The better your content, the more Instagram Stories, save them as
and get to the point. to your product or to Auckland.
Reputation framework
likely people are to follow you and highlights to sit between your main
Most Instagram captions are cut Always include the destination
interact. Poor-quality, inconsistent feed and your bio. When deciding how
off after the first eighty characters, hashtag. For a more impactful
or uninteresting posts will not be to organise your highlights, think of it
so lead with what you need to say caption, post the majority of your
able to compete. in terms of your website navigation bar.
in order to make people curious hashtags in the first comment.
Ask yourself, what information is most
enough to press the “more” button.
Video posts relevant and useful? Answer frequently
Add your geo-location.
asked questions or how to get to your
Engage with others to grow Always include the geo-location
destination, top things to see and do,
Publish your most polished video your network. of where your photo was taken
and trip inspiration.
content on your main Instagram feed. Like, comment and follow and encourage users to tag their
As on Facebook, keep these videos accounts that are posting and location too. This is one more
Instagram best practices
Themes
short. Between 15-30 seconds is ideal talking about similar experiences. opportunity to engage with
here. You can trim the length of the A well-crafted comment can often people and help new followers
video within the app and choose a Post your very best content. be enough to gain a follower. find your content.
cover image to optimise performance. Instagram is all about quality Avoid comments that are generic
images. Accounts with curated, and overused such as “Great Maximise the mobile screen.
Instagram Stories cohesive feeds attract more capture!”. Genuine comments Post square or vertical videos and
Storytelling tips and tricks
followers. Stick to content themes resonate best because they photos for best results. People
and ensure your photos have a show you care. can only post on Instagram via
Use Instagram Stories for candid
similar look and feel. mobile, and only rarely access the
moments, destination tips and trip
Be consistent. platform via desktop computer.
planning. As these videos are only
Follow a consistent style. Try to post on a regular schedule
available to view for twenty-four hours
Use scheduling tools such as so your followers know what to
after posting, they are the perfect
Planoly, Later or Iconosquare to expect. The goal is to ensure
avenue to show your personality and
plan out the look and feel of your that people see and engage
share time-sensitive information.
Instagram feed. with your content.
Post behind-the-scenes content,
33 Tāmaki Makaurau He Aratohu / Auckland Playbook
Otara Market
Ngā āhua ā-Kapoata me ngā tikanga tōtika rawa
Twitter content and best practice
Introduction
1. Add images and video. 4. Post frequently.
Tweets with images receive 150 If possible, share one or two
per cent more retweets than tweets per weekday (along
tweets without images (source). with a couple of retweets and as
Follow the Facebook image many replies as needed).
post guidelines and use Get in the habit of scheduling
Place DNA™
attention grabbing photos to a number of posts per month.
make your posts stand out as This can help you keep a
users scroll past. consistent frequency when
paired with live posts.
2. Use hashtags and keywords.
Hashtags make it easier to 5. Think of your Twitter account
find related tweets. Add one or as a customer service centre.
Reputation framework
two relevant hashtags to your Frequently check your mentions
messages. Then, take the time and respond to any interaction.
to explore those conversations If someone retweets a post,
and interact with other users. take time to thank them. You will
Identify keywords associated build a positive impression when
with your organisation or with followers see you interacting
Auckland and listen to what with others.
people are saying through them.
6. Use Twitter in real-time.
3. Keep Twitter content original. Despite developments on
Themes
Twitter requires a different other channels, Twitter is still the
posting style than Facebook most relevant tool for real-time
does, so linking the two information and conversation.
together (i.e. posting the same For example, it is the most
content on both channels by effective platform for informing
connecting them) does more people that you are closing early
Storytelling tips and tricks
harm than good. If you have for the day.
content that you want to share
across multiple platforms, 7. Know your audience.
create and write separate posts. Use Twitter’s audience insights
to understand the demographic
profile and passion points of
your followers. This information
can help you create new content
themes and ideas.
34 Tāmaki Makaurau He Aratohu / Auckland Playbook
Takutai Square, Britomart
Ngā kiko ā-Pae Tukutuku
me ngā tikanga tōtika rawa
Website content and best practice
Introduction
Your website is your home base; 3. Avoid information overload.
the place where you can tell your Less is often more when it comes
story online exactly as it needs to be to clear communication. Design
told. Here are five tips for producing your website’s information
valuable web content: architecture to provide the most
useful facts and stories at exactly
Place DNA™
1. Help your customers. the right time in the user journey.
To do this, you need to know Often, the best approach is
their needs better than anyone. to keep most web pages –
Think about the journey your especially homepages – minimal
customers take as they make and focused, saving lengthy
the decision. An effective descriptions and detailed
website can help people in histories for blog posts. This way,
Reputation framework
many stages, from awareness your web visitors will spend less
to consideration to purchase, by time and energy searching and
providing the right information sifting, and more time getting
at the right time. Great websites closer to your mutual goals.
are easy to navigate and display
helpful information clearly. Do 4. Build your website to be social.
not be clever with your copy, What is your website’s role in
especially with the navigation your digital marketing strategy?
menus on your site; be clear. Ideally, it is part of your online
ecosystem that includes social
Themes
2. Provide contact info. media. Think of your website as
Not everyone will use social a content source that can break
media to ask you questions, down into smaller, shareable
so you need to provide other pieces. The pieces go out
options. Make sure your contact through social media, but the
information is complete and website holds them all together.
Storytelling tips and tricks
easy to find. Many organisations
have a contact page that 5. Help your customers find you
includes phone numbers, through search and social.
email addresses, team Make sure people can find
members, chat services your most helpful pages by
and social media channels. consistently updating the
details in the backend of
your website. This is just as
important as managing the
content in the front.
35 Tāmaki Makaurau He Aratohu / Auckland Playbook
E waru ngā mātāpono kia whai kiko papai i runga ipurangi
Eight principles of great online content
Introduction
1 2 3 4
Make it valuable Make it easy to share Speak like a human Respond to questions
Place DNA™
Valuable content can take many forms. Content that is difficult to share Use simple, personable language. Answer questions promptly and directly
Value can be insider information. It can will not be shared. This includes Dry or sales-oriented copy tends to with relevant information. Make sure
offer a deal or a prize or a distraction off-brand content, heavily-branded underperform on social media. Instead, that links take people to the correct
from a busy day. There is opportunity content, low-quality content and add humour, ask questions and include pages and contain useful information.
to provide value everywhere. uncommon formats. “you” and “I” where possible. This will
Reputation framework
help your audience feel that they are
having a real conversation.
5 6 7 8
Themes
Share other people’s stories Be creative Be consistent Promote your content
This is a great way to build trust in your When taking photos or shooting video, Without consistency, people are not Asking people to share your content
brand. By sharing real stories from real look for new and interesting angles. likely to come back to your channels. helps you reach people beyond your
people, you can reassure your audience Think about the stories that are unique Being consistent means keeping a own networks. You can create a
Storytelling tips and tricks
that others like them have gotten to you and to Auckland, and how you similar rhythm in your posting schedule list of bloggers and influencers
involved with your organisation and can align them with the Auckland brand. from day to day and week to week; connected to your organisation and
had a great experience. User-generated sticking to a visual style that may use its interests, and reach out to them
content can come from Auckland the same filters on photos; and using with relevant content.
residents and visitors alike. captions that follow a consistent
format per channel. Example message:
“Hi @travelinfluencer, we know you
write about Auckland’s best cultural
experiences. We thought these photos
may be relevant to you. Feel free to
mention or use as you see fit :)”.
36 Tāmaki Makaurau He Aratohu / Auckland PlaybookTe uara o te kiko i waihangatia e te kaiwhakamahi
The value of user-generated content
Introduction
User-generated content (UGC) can Follow these steps for sourcing UGC: Outreach process for Instagram 4. Use your organisation’s account
build trust within your audience by to send a message to people in a
showing how others like them are also First, find content to re-share. 1. Use the search bar on Instagram to friendly tone, asking permission
enjoying what Auckland has to offer. Begin with outreach to find content input a term that is relevant to your to share their content with credit
Effective UGC, reused with permission, from new audiences. Doing this business. Look at the results under to them. This is also a good way
has been shown to generate regularly will help to grow your Places and Tags. Places will show to gain engaged followers by
Place DNA™
engagement that is almost seven times community. To understand how it you all of the content that is geo- personally introducing them to
higher than brand content (source). works in more detail, we have shared tagged from a certain location, while your account.
the process for Instagram on this page. Tags gives you a list of relevant
hashtags around your search term. Example message:
Then, ask permission to re-share. Think beyond official hashtags to all @InsertUserHandle, what a
It is always best practice to ask the the combinations that people might beautiful photo of the museum
creator before you re-share their use. You can tell how active each tag Would you mind if we shared this on
Reputation framework
images, videos, or stories. It is the polite is by reading the number of posts our Instagram account with credit?
thing to do, but it also builds goodwill beside each one.
and creates a connection between 5. Regularly check saved posts for
you and the content owner. Consider a 2. Keep a list of commonly used replies and permissions.
variation of the below copy depending location tags and hashtags.
on the social platform and always wait Check these regularly. 6. Once permission has been granted,
for a “yes” reply before sharing the use a downloading service like
content. 3. In the mobile app, use the save dredown.com or gramsave.com
function (it appears as a flag at to download the original images
Suggested copy: the bottom right of each post) to and share on your own platform
Themes
“Hi @InsertUserHandle, we love this organise content into collections. with credit.
photo! Would you mind if we shared
it on our own Instagram account with
credit to you?”
Storytelling tips and tricks
37 Tāmaki Makaurau He Aratohu / Auckland PlaybookNorth Wharf, Wynyard Quarter
Ngā whakatairanga utu
Paid advertising
Introduction
Marketers are used to equating Facebook, Twitter and Instagram
advertising with one-way messages all offer interest-based advertising
to a mass audience. Billboards, tools that allow you to focus on
newspaper ads and television the most relevant audiences for
commercials are all examples. your business. Through Google
Ads and other platforms, you can
Place DNA™
However, you now have access send messages to people who have
to tools that let you connect with visited your website. Some of these
exactly the people you most need tactics are more advanced, but
to talk to. The principles of powerful they allow you to track the path to
storytelling still apply and so does purchase in great detail. You can
the goal of matching the right encourage your niche audience
people with the right experiences. to take a series of actions toward
Reputation framework
the goal, whether that’s making a
By targeting audiences according purchase, subscribing or something
to their passions and interests, else. Then, you can measure the
you can dramatically increase the results of each step, optimising the
impact of your ads. To do this, you experience and stories told along
need to know your audience. Who the way.
wants what you are offering, and
why? Think about grouping people To Get Started:
according to their interests rather Visit the Facebook Business page
than their demographics. For a (link) to learn how to create ads
Themes
gallery advertising a new exhibit, for Facebook and Instagram that
it is more important to know that match your specific goals.
the target audience of the ad loves
art than it is to know whether they
belong to a certain age group.
Storytelling tips and tricks
38 Tāmaki Makaurau He Aratohu / Auckland PlaybookYou can also read
