The re-invention of VisitOSLO | Katrine Mosfjeld | #SoMeT15EU Amsterdam, Netherlands
In March 2014, VisitOSLO launched their new strategy where VisitOSLO re-invented its ways to work in order to boost their industry significantly in the years to come. An although there still is a marketing mix with different actions and channels, the fundament in all of VisitOSLOs work is the recognition of the social media shift; the belief that giving the visitors of Oslo great experiences in Oslo, will lead to more visits and better Oslo experiences, as our guests tell their story in their social networks and inspire others. In this presentation Katrine Mosfjeld will tell you about VisitOSLOs new strategy in general and the digital strategy in particular. She’ll let you in on how they managed to make this shift, and give you some examples on new pioneer activities always resulting in at least one of two main goals for the company, measured every year in the years to come; increasing what they call Oslo’s digital footprint and/ or increasing the turnover in the visitor industries. Katrine is the Director of digital development at VisitOSLO. Katrine is educated at Norwegian School of Hotel Management, where she graduated in Visitor Management waaaay back in -98 when most people still was unsure if the internet was there to stay. She believed though, and she made her first travel web site in 1999. Digital communication in the travel industry has been her work, and her hobby, ever since that first site. For the past 13 (!) years she’s been working in VisitOSLO, constantly searching for new ways to boost the culture & travel industry in the Norwegian capital.
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The re-invention of VisitOSLO | Katrine Mosfjeld | #SoMeT15EU Amsterdam, Netherlands
- 1. The reinvention of VisitOSLO Katrine Mosfjeld, Director of Media & Campaigns, VisitOSLO @KMosfjeldSocial Media Tourism Symposium, Amsterdam March 2015. #SoMeT15EU
- 2. Background & insights The new strategy The new ways
- 3. Change Top down? Or bottom up?
- 6. @benteholm
- 8. Value creation in Oslo’s travel industry
- 9. What days are the most profitable for Oslo?
- 13. The competition…
- 14. The reality:
- 15. Reinvent yourself! -or someone else will. 15
- 16. Guiding lines for the new strategy & organization Oslo is more important than VisitOSLO1.
- 17. We need the same goals as the industry and stakeholders; turnover and value creation 2.
- 18. It’s important to activate the people of Oslo3.
- 19. We need to boost the events in the city4.
- 20. VisitOSLO must take a pioneer role in digital marketing 5.
- 21. 1. Mission WE MAKE PEOPLE VISIT AND USE OUR CITY
- 22. 5. Values GOOD OSLO EXPERIENCES WILL LEAD TO MORE AND BETTER OSLO EXPERIENCES
- 23. 3. Main goals INCREASE THE CITY’S DIGITAL FOOTPRINT BY 20% ANNUALLY VALUE CREATION NOK 17,4 BILLION BY 2019
- 24. Oslos digital footprint, the KPIs: Engagement from our own followers in (social) media Exposure of our own content Content pieces created by others Source: Nielsens global trust in advertising and brand messages, 2013
- 25. New goals opens for brand new ways to work!
- 26. “The difficulty lies, not in the new ideas, but in escaping from the old ones” -John Maynard Keynes
- 30. DIGITAL STRATEGY – BASE OF ALL ACTIVITIES
- 31. The digital strategy: Increase Oslos digital footprint Become Oslos digital lighthouse
- 32. Proof of Concept «The digital pioneer and the power of social» #diggeroslo
- 33. #diggeroslo
- 34. The digital footprint – engagement inThe digital footprint – engagement in our own (social media) channelsour own (social media) channels 34
- 35. The digital footprint –The digital footprint – Content created by othersContent created by others 35 Instawall TripAdvisor widgets
- 36. The digital footprint – exposures of our own content
- 37. Become an authority on Oslo, and important Oslo stories.
- 41. World’s first DMO with an open API
- 43. But increases Oslos digital footprint And prepares us for the next web Open API disrupts ordinary business models Work shops Travel fairs Megaboards Catalogues Etc No
- 46. New event list with ticket information created with info from Ticketmaster API
- 47. Kick ass services that will fit in on all levels of our strategy
- 48. 48 Execute innovative & effective stuff Talks Blogging Industry website Network Training Co-ordinated activities Become Oslos digital lighthouse
- 49. Success «at home» is necessary in order to reach our annual footprint goals. Become Oslos digital lighthouse Increase Oslos digital footprint 20%
- 50. We’re ready for year two of our strategy!
Editor's Notes
- Oversettes til engelsk
- Noe som viser sammenhengen mellom våre KPI og det som topper Nielsens liste
- Ønsker collage med fine #diggeroslo bilder fra Instagram – foskjellige årstider. Og ett stort, gjerne dette.
- På det «tredje bildet» kommer en liten filmsnutt
- Poenget er å vise den nye