Digital storytelling on digital and mobile


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How can you use storytelling to sell your product or service on mobile.

The small screen size make story telling challenging, and is the user behaviour on mobile makes it even harder. But is it worth exploring?

This presentation answers the most important of these questions, and focusses on the travel and tourism industry

Published in: Travel, Marketing
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Digital storytelling on digital and mobile

  1. Storytelling on mobile for travel & tourism Tine Thygesen &
  2. Everplaces Global travel community, most authentic design & foodie travel tips TripTale
 World’s best travel app builder for brands and DMOs How can we help you?
  3. First thing to consider: Different mobile platforms equal different behavior Research, Information Commercial transactions On-the-go Action, now Find, share, check Inspiration Photos, video Leisure, own time SmartphoneTabletMobile web
  4. These are most common travel activities research a trip look up maps or directionswatch travel videos Source: SmartphoneTabletWebsite 88% 48% 78%
  5. The best platform depends on your goal Social spread Only works if indirect User Generated Content Awareness Better on Mobile Web Information, problem solving Useful Convert visits into fans Loyalty Better on Apps Vs
  6. Regardless of what you choose Ads don’t work the way they used to People are skilled at ignoring marketing and rarely change their mind.
  7. Facts are not enough People want stories...
  8. “Happy family feeling” While actually trying to sell more Coca Cola
  9. Moleskine: cult notebooks used by Picasso and Hemingway (but actually invented in 1997) Tell a story that 
 lets people join an 
 exclusive crowd...
  10. Such as family closeness and legacy “You never actually own a Patek Philippe, you merely look after it for the next generation” Sell something money can’t buy
  11. We can use travelers experiences to tell a story. Turtle selfie on Visit Australia’s Instagram got Source: 61KTell your own story
  12. Or wrap content in an exclusive veil, using words “secret” or “insider”
  13. Amazing images tell stories
  14. We can use the “local” concept to make people feel like a traveler, not a tourist Airbnb’s “Belong Anywhere” story
  15. KLM “Lost and Found Dog” video got got 12m views. There is no actual lost & found dog, but that’s not the point. The point is the story and the feeling it gave you watching. (Watch it, it’s cute: Use cuteness 
 to tell a story 
 that portrays you as “warm & cuddly”
  16. To make sure the story hits the spot we can target a specific tribe
  17. For added trust, aggregate content from others, rather than writing it
  18. Denmark.  ‘Mobile  Devices  2011ʹ′  by  TNS  Gallup Getting visitors to 
 share their stories 
 (and generate awareness for you) Emotions which trigger to get people to share: -Achievement -Pride -Truly helpful -Self image Increasingly people prefer to share specifically within groups with same interest/community
  19. ‣ Pull Instagram feed, such as #amsterdam into your apps and webpages. This provides the sites with dynamic and trusted content ‣ Instagram #takeover. Have a well-known person within your field take over your instagram account for a week. Quick ways to facilitate visual stories from users
  20. Content strategies for mobile differs from web. The key words here are not unique and quality. They are timing & relevance.
  21. Context matters because when we are hungry, tired, angry, bored or cold, we don’t care about anything else Timing + relevance = context
  22. Put content into context 1. #1 is location (what’s the best restaurant near me) 2. Time of day. At noon people want cafes, at 3am kebab joints. 3. Weather. In rain people want indoor activities, in 35C they want the beach.
  23. Contextual on web is all about Google People search for Location + desired activity. - It’s a SEO game: include tags, keywords and addresses - Everything must be optimized for mobile - Google+ content will show first for businesses
  24. Apps gives you the chance to use offline content. They even enable offline maps. That’s why they are important in travel marketing. Context on app
  25. Apps enable Geo triggers Your app can notify travelers when they are near places they want to see. You can set rules for what is shown to the consumer, based on when get near particular spots
  26. Summary People use the mobile for practical, I-need- this-right-now purposes. But if we: - Use great images, - Use trusted content from visitors - Tell a story, rather than selling - Aim for specific groups, Then we can make dreams come true
  27. By Tine Thygesen, @tahitahi Thank you! Considering an app for your business? Contact for great help! &
  28. Page 1. Hot air balloons - Signature of Asia Page 5. Loyalty vs Awareness Page 6. Shibuya crowd: Page 8. Coca Cola Page 9. Moleskine: Anja Mulder / Page 10. Patek Philippe, Page 11. Visit Australia, Page 12. Inspired by Iceland, Page 13. Inspired by Iceland, Page 14. Airbnb, Page 15. KLM Page 16. Visit Florida Page 17. Ljubljana Tourism: Page 18. Spreng Ben / Page 21. Page 26. Page 27. Images and credits