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Kulturtourismus und digitale Erlebnisräume

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Vortrag im Rahmen von "Kulturtourismus neu denken" am 13.4.2016 in München

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Kulturtourismus und digitale Erlebnisräume

  1. 1. christian henner-fehr, 13.04.16 Digitale Erlebnisräume als Modell für die Zukunft
  2. 2. Foto: Victor Filippov (Unsplash) Vielleicht arbeiten wir 2030 da, wo wir heute Urlaub machen.
  3. 3. Foto: Benson Kua (Flickr; CC BY-SA 2.0) Foto: tookapic (Pixabay) …Oder wir holen uns den Urlaub nach Hause.
  4. 4. Vorher Nachher Foto: Nik Lanús (Unsplash) paid media owned mediaowned media
  5. 5. Vorher Nachher Foto: Nik Lanús (Unsplash)Foto: nominalize (Pixabay) owned media paid media owned media earned media earned mediaearned media
  6. 6. Social Media 2016: Nutzerzahlen in Deutschland • Facebook: ca. 26 Mio. • Google+: 600.000 bis 6 Mio. • Twitter: 3 bis 4 Mio. • Xing: 9,5 Mio. • LinkedIn: 7,5 Mio. • Instagram: 9 Mio. • Pinterest: 3 Mio. • Foursquare: 600.000 • WhatsApp: 35 Mio. • Snapchat: 3 Mio. • YouTube: 6 Mio. Foto: nominalize (Pixabay)Quelle: Christian Buggischs Blog: http://bit.ly/smd16
  7. 7. Vorher Nachher Foto: Nik Lanús (Unsplash) owned media paid media owned media earned media earned mediaearned media Inbound- Marketing Outbound- Marketing
  8. 8. Outbound- Marketing TV Werbung Radio Werbung SMS Mail- aussendung Inbound- Marketing SEO Content Marketing Newsletter Social Media Inbound-Marketing: Vom Kunden gefunden werden Outbound-Marketing: Nachrichten an den Kunden senden
  9. 9. Vorher Nachher Foto: Nik Lanús (Unsplash) owned media paid media owned media earned media earned mediaearned media Foto: Chris Brignola (Unsplash)
  10. 10. Foto: Chris Brignola (Unsplash) „Storytelling heißt, Geschichten gezielt, bewusst und gekonnt einzusetzen, um wichtige Inhalte besser verständlich zu machen, um das Lernen und Mitdenken der Zuhörer nachhaltig zu unterstützen, um Ideen zu streuen, geistige Beteiligung zu fördern und damit der Kommunikation eine neue Qualität hinzuzufügen.“ in: Karolina Frenzel u.a.: Storytelling – Das Praxisbuch (2006), S. 3
  11. 11. Vorher Nachher Foto: Nik Lanús (Unsplash) owned media paid media owned media earned media earned mediaearned media
  12. 12. Angebot funktional nachhaltig emotional moment- bezogen Welche Bedürfnisse haben die User/Kunden? Information Unterhaltung Sinn/Bindung/Werte Wissen/Reflexion Quelle: Mirko Lange: http://bit.ly/contentradar
  13. 13. Vorher Nachher Foto: Nik Lanús (Unsplash) owned media paid media owned media earned media earned mediaearned media
  14. 14. Quelle: SmartInsights: http://bit.ly/1zFClDl
  15. 15. Vorher Nachher Foto: Nik Lanús (Unsplash) owned media paid media owned media earned media earned mediaearned media
  16. 16. Abdeckung der gesamten Customer Journey
  17. 17. Mobiles Ökosystem SMARTSPHERE Monitoring | Analysing | Publishing : Point of Interest : Smart App
  18. 18. Foto: NASA (Unsplash)
  19. 19. Foto: Benson Kua (Flickr, CC BY-SA 2.0)

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