digital content interactive clinic: digital storytelling based on digital and mobile marketing -...

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