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Digital Storytelling- Based on Digital & Mobile Marketing
Tine Thygesen
@tahitahi
Global community of user generated content. Content
optimization & strategy
Experts in tourism apps. Mobile strategy, app
development & marketing
Nice to meet you, we are
Overview: Mobile Formats
Research, Information
Commercial transactions
On-the-goAction, now
Find, share, check
InspirationPhotos, video
Leisure, own time
SmartphoneTabletMobile web
Most Common Travel Activities
research a trip look up maps or directionswatch travel videos
Source: google.com/think
SmartphoneTabletWebsite
88% 48% 78%
Decide your goal
Social spreadOnly works if indirect
User Generated Content
Awareness
Better on Mobile Web
Information, problem solvingUseful
Convert visits into fans
Loyalty
Better on Apps
Vs
Ads don’t work the way they used to
People are skilled at ignoring marketing and rarely change their mind.
Facts are not enough…
People want stories.
Moleskine: cult notebooks used by Picasso and Hemingway (but invented in 1997)
Sell things that money can’t buy
Turtle selfie on Visit Australia’s Instagram
Source:instagram.com/Australia
61K Tell your own story
Tell your own story
Target a specific tribe
Belong to a communityAirbnb “Belong Anywhere”
City of Ljubljana
Content strategies for mobile differs from web. The key words here are not unique and quality.They are timing & relevance .
because when we are lost, hungry, tired, angry & cold,we don’t care about anything else
And because it’s the most likely time people are interested in your message
Context matters
Relevance and context is largely about in-destination service
52% use apps in-destination
‣ 94% research things to do‣ 75% search for restaurants‣ 80% for maps and directions
Big opportunity to build loyalty and secondary awareness through sharing, if you focus more digital attention to servicing people already at your destination.
Go to the airport and play tourist. What are you missing? Do the same in town.
Mobile is used on-the-goPeople travel: less and less prepared, with shorter notice, more frequently. Planning, booking & sharing for all these people is done mostly on mobile. This makes context king.
Contextual on mobile is all about GoogleIt’s a SEO game: include tags, keywords and addresses
People search for Location + desired activity.
Everything must be optimized for mobile
Google+ helps if you’re a business
Contextual on mobile apps is all aboutlocation basedSocial geo networks like Yelp, Foursquare, Everplaces
Official apps with location, TripAdvisor, official tourism apps, unofficial tourism apps
Own apps with location and maps
People search directly in Yelp, Foursquare, Everplaces, etc. to see what’s near & good quality
- Search default is nearby- Filtering possible- Social relevance filters
Social geo networks
Apps with Geo triggersSet rules for what is shown to the consumer, based on when get are near particular spots
Denmark. ‘Mobile Devices 2011′ by TNS Gallup
Getting people to share is getting harder
relevance is your best bet
Achievement PrideTruly helpfulHow i want to be seen
‣ Create Instagram profile and promote hashtags
‣ Pull Instagram feed into apps and pages
‣ Instagram takeover
Quick wins
Tine Thygesen
Thank you!
Get the slides + more mobile learningbusiness.everplaces.com/knowledge
‣ Front image and screen shot: http://uat.visitflorida.com/en-us.html‣ Tired: http://gdb.rferl.org/CC108174-2AB4-46E3-AEE5-DC7CFB30A189_mw1024_n_s.jpg‣ Munk: http://gillank.files.wordpress.com/2010/08/an-unhappy-lama.jpg‣ Baby: http://i.huffpost.com/gen/882650/thumbs/o-BABIES-CRIES-AUTISM-RISK-facebook.jpg‣ German Tourism Authority‣ HotelTonight
Images and credits