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

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

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If you're a travel company or a DMO you probably spend a lot of time creating and spreading content. But how different is mobile to web, and how do you adjust your content marketing strategy to be ...

If you're a travel company or a DMO you probably spend a lot of time creating and spreading content. But how different is mobile to web, and how do you adjust your content marketing strategy to be effective on mobile? This presentations answers those questions.

In particular the presentations talks specifically about what to do to suit the two major paradigms on mobile: Relevance and Context

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

  • Success with content on mobile - how to master timing & relevance Tine Thygesen @tahitahi
  • Nice to meet you, we are Experts in tourism apps. Mobile strategy, app development & marketing Global community of user generated content. Content optimization & strategy
  • 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.
  • Example of trend: last minute hotel booking 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
  • 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 become a direct source for contextual content and info maps Google & 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.
  • Travel related passions you can tap into: iPhone users more valuable Quality family time Exploring new Music, Sports, Events Average iPhone user vs HTC Android user Wine & Gastro travel Party ActiveMore time. iPhone user spends 71 min a day on his phone, but a HTC user only ‣ lifestyle Historic in 47 Architecture apps iPhone has 27 apps installed (11 are used weekly), HTC users ‣ More used Working with passions. There is a Peacehas 14 quiet(7 used weekly) and apps recipient for every message. Nature - Footnote (historical documents) ‣ 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 For HTC its 4,4 time for apps and 2,1 for websites Denmark.  ‘Mobile  Devices  2011′  by  TNS  Gallup - Birdpost (bird watching) - Coastr (beer) websites 2,7- times a day. 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.
  • Getting people to share is getting harder relevance is your best bet achievement pride truly helpful how i want to be seen Denmark.  ‘Mobile  Devices  2011′  by  TNS  Gallup
  • 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 content UGC 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)
  • Tine Thygesen Thank you! More free mobile learning on business.everplaces.com/knowledge or talk to us directly about your mobile plans
  • Images and credits ‣ ‣ ‣ ‣ ‣ ‣ 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