Success with content on mobile - how to master timing & relevance

Tine Thygesen

@tahitahi

&

Everplaces Global travel community, most

authentic design & foodie travel tips

TripTaleWorld’s best travel app builder

for brands and DMOs

How can we help you?

Content strategies for mobile differs from web. The key words

here not unique and quality.

They are timing & relevance.

Mobile is used on-the-go

People 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.

Correlation between last minute and mobile: - 65% of late (24h before stay) hotel bookings are already via mobile - for flights it’s 15%.

Mobile booking is growing fast - Las Vegas already gets 30% of all bookings from mobile

Hotel tonight (last minute booking app) has grown to 100 employees, $45m investment and 4.5m downloads in two years

Example of trend: last minute hotel booking

Context matter, 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

I’m right here and I am hungry

I’m right here and I am tired

How you can serve contextual content

Google:

People search on Location + “desired activity”

- One rule to beat them all: everything must be mobile optimized. - Include SEO and addresses - Tip: Google+

Social geo networks People search directly in Yelp, Foursquare, Everplaces etc. to see what’s near & good quality

- search default is nearby - filtering possible - social relevance filters

Geo triggers

Apps with geo triggers - Set rules for what is shown to the consumer, based on when get are near particular spots

maps

Maps become a direct source for contextual content and infoGoogle & Apple increasing important for info like what’s nearby, opening hours, images, links & prices

Make your own maps, incl. apps with offline maps, own content

Other places where people are likely to look for contextual information - On arrival locations, like hotels and airport

- Other’s apps: Event apps, partner apps (ferries, campsites, hotels), and other TOs.

- Rating sites, such as Tripadvisor (web and app)

The information age consumer demands relevance

Advertising doesn’t work like it did. People are skilled at ignoring marketing, and rarely change their mind.

This gives us two options: 1) create truly remarkable products that stand out, or 2) talk to people about something they’re already passionate about

niche topic material, apps and campaigns have bigger impact on existing interest groups, than

bland generic ones will on the big mass.

iPhone users more valuable

‣ More time. iPhone user spends 71 min a day on his phone, but a HTC user only 47 in

‣ More used apps iPhone has 27 apps installed (11 are used weekly), HTC users has 14 apps (7 used weekly)

‣ More money on apps. iPhone user spends 4 time more money on apps than other smartphones (13 kr a month vs kr. 3)

‣ More active. iPhone user uses apps 5,6 time a day and websites 2,7 times a day. For HTC its 4,4 time for apps and 2,1 for websites

Average iPhone user vs HTC Android user

Denmark.  ‘Mobile  Devices  2011ʹ′  by  TNS  Gallup

Travel related passions you can tap into:

Quality family time Exploring new Music, Sports, Events Wine & Gastro travel Party Active lifestyle Historic Architecture Peace and quiet Nature

Working with passions. There is a recipient for every message.

- Footnote (historical documents)- Birdpost (bird watching)

- Coastr (beer)- DisFriends (Disney)

- Library Thing (books) - ComicSpace (comic books)

- deviantART (art & illustration) - Dogster/Catster (pet owners)

- Ravelry (knitters) (350,565 users)

niche topic material, apps and campaigns will have bigger impact on

existing interest groups, than bland generic ones will have on the big mass.

Denmark.  ‘Mobile  Devices  2011ʹ′  by  TNS  Gallup

Getting people to share is

getting harder relevance is your best bet

achievement pride truly helpful how i want to be seen

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 users are modern. They require authenticity

in contentUGC is trusted more than official content. Try to integrate other’s

content, rather than creating everything from scratch.

The exceptions. When do you have to make own apps? Info that only you would share Core local information, not out there Brand control

UCG example: Feed in app

App pulls in automatic feed from an Instagram hashtag.

(New: Now possible to build admin function)

By Tine Thygesen, @tahitahi

Thank you!

Considering an app for your business? Contact chris@triptale.net for great help!

&

‣ 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