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1001 fortællinger om Danmark
                             50 temaer

                         1001 stories

                                 200 experts



                          50 themes

                                    Mette Bom
                            Campaign advisor
                            Ministry of Culture
                             1


Barcelona, spring 2013               Denmark
Agenda
• What is 1001 and why?
• Our time – a shift of paradigms
• 1001 statistics
• Campaigning heritage in a social
  media reality
• Elements in the 1001-campaign
• Good advice is free (today)
• Questions and Answers
• Things to remember        2
What is 1001 stories about
Denmark?




                             3
A place where users tell us new stories
about places in Denmark…




       The police head quarters -Cph



  03/27/13                             4
And develop content..
”Would it be possible to download the stories as
podcasts? Because then my custermer can listen
to them all the way from the airport”




      Limousine driver, Cph



                                   5
…and comment on each others stories




                                      6
And contribute with
pictures of their cultural
legacy




                        7
User picture from ”Øm”




                         8
Picture from Jægersborg Animal park




                                      9
Picture from the food store Irma’s coffee roaster
factory, Rødovre




                                         10
Picture from the collective Vennelyst




                                 11
Picture from Feggeklit and Skarrehage
pier work




                                  12
Why a user driven website?




                   13
Nudging: to move and push
users and stakeholders




                    14
And to:
• engage young people
• get out of the museums
• share data og love
• boost culture turism
• engage locals




                           15
And to move ourselves and our
users from…




                        16
… the traditional approach to heritage
… to a modern and interactive
approach




                          18
Nudging: so we will move something in
our users – in order for them to move
something in us…
  (Danish) cultural heritage




                               19
We wanted to show people
that cultural heritage is
diverse
- so we adopted a broad
heritage understanding.



                      20
From the local grill the airport…


…from grill bars




   03/27/13                        21
To world
heritage…




            22
from twin passage graves…
to Roskilde Festival
From industrial culture…
to hippie communes
Social media mark a shift in
paradigms…




                     27
within communication: from hierarchical
one-way communication…




                             28


   03/27/13
to a bazaar-like form of communication
               To the bazaar




                              29
in business strategy and
corporate governance:

- from companysecrets to
companysharing




                      30
Lego & Starbucks

• ReBrick is a social media platform where
  adults share and communicate about the
  LEGO they build
• Starbucks – 31.898.834 people talking about
  coffee and recipes
New customer relations and communication
Letter from Alexander Kanto to YouSee (TV
streaming channel):
A love letter where Alexander states that he has to
break up with YouSee because he doesn’t ’feel it’
anymore and has meet someone else – a new
streaming company…
YouSee’s answer to Alexander
Dear Alexander,
I’m sad that you’ve found someone
else. I’m not stupid though, I had seen
it coming because lately you’ve
seemed rather unengaged and
careless about us. …
A shift in paradigms that nobody
knows what is leading to!
   ”No one company, no one specialty, no one
   individual has all the answers to address the
   fundamental changes taking place. The
   changes are too sweeping, too fast moving,
   too complex for anyone to talk in absolutes.
   We're still in the early stages of a media
   disruption that affects marketing
   communications in ways yet be fully
   understood” Chris Perry, Advertising Age


                                   34
And a shift in our perception of
democracy:




Everybody can join
regardless of race,
class, sex or political
stands
                             35
Out reach democracy
  • 8 million people watched Obamas 37 min.
    speech on race at youtube, 1 mio on his own
    page
  • 7 mio. saw him dance at the Ellen Generes
    show




                                    36
The U.S. presidential election
    2012 :
With 10.3 million tweets in one week, the Denver debate
became the most discussed political event in U.S. history.
- more discussed than the democratic convent (9.5 mill.
tweets in one week) and the republican convent (4 mill.
tweets in one week)
Political nudging:




”30 percent of registered voters have been
encouraged to vote by their friends and family on
social networks, while 20 percent of registered
voters have encouraged others to vote by posting
on a social networking site such as Facebook (FB) or
Twitter”.
Pew Research Center’s Internet & American Life Project report
on Social Media and Voting,
1001 in numbers – Return on
Online Investment?




                       39
What did 1001 cost?
website:
• 985.000 EUR from funding
• 402.000 EUR to project management
• 67.000 EUR for beta development 2010

App:
• 47.000 EUR for iPhone og Android app
• 67.000 EUR for routes
• 13.500 EUR annual budget 2011 and 2012



                                 40
Sitet in numbers – user created content
•   +30.000 monthly users (increasing)
•   2000 new profiles
•   500 new places/stories
•   5.000 pictures
•   3.500 comments (600 valid)
•   4.700 tags (DK) 4.000 (UK)
•   3.000 links
•   9.000 iPhone app + 4.000 Android
•   1.206 dk Facebookfans, 800 users
•   8.000 external links
•   80 active widgets

                                  41
More platforms
     Sharing information, experiences and users
• WWW
• 1001stories.dk (eng)
• mobilsite,
  iPhoneapp+ Android
• Widgets/iframes
• Webservices DR,
  DBC
• GPS
• Facebook
• Newsletter, Rss
  feeds, podcast
• YouTube
• Google Adwords og                               42
                                                       42

  SEO
Campaigning heritage in a social media reality…



    Traffic and users don’t come
    easy no matter how exciting
            your content is




                                     43
You have to work
for it!




                   44
Sociale media is
• A place for grooming (Robin
  Dunbar)
• A place to be attractive to
  others
• And socialize




                                45
Elements in the 1001- campaign:
• A detailed PR-plan
• Use celebrities
• Media campaigns in local and
  national media
• International presentations and
  PR about the site
• Post launches – ex. new
  development (apps, routes)
• New campaigns
• New media campaigns



                                    46
A new campaign ”European stories”
Partner collaborations via widgets &
webservices
                                      municipalities
              VisitDk local sites

                       Danish
                       Broadcasting
                       Cooperation




  Museums
                                       48
SEO and linkbuilding
Links from other sites are vital for your
traffic!

                          July 2010 - Jan 2012
                          90.869 visits from 2.018
                          references!




                                        49
Where do our users
come from?




 References has mainly been created via SEO and link building
                                                   50
Other sites like 1001:
www.platsr.se and
www.digitaltfortalt.no




                         51
All over the world – the same trend
           Share, share, share
Google art project
Europeana.org




                            52
questions today:
• Does the digital world promote the most poplar
  heritage sites? Yes and no
• What opportunities will online media give for user
  involvement in the determination of pictures? The
  digital media makes it possible to involve citizens
• What thoughts and visions will the user have when
  he/she upload pictures on the web? Hear me, see me!
  or hear it see it
• Where do we want to be visible? Where the others are
  - in niches
• Does the digital universe change our perception of the
  pictures and place? No, I do not think so
• Who will expose the material? The state? Google?
  Governmental Culture Agencies? or local institutions?
  All are co-creators of the history – that is the point
                                         53
Things to remember




                 54
Use social media to:
• Communicate directly with your users
• Increase visibility on many platforms
  24/7
• Fundraise
• Listen to the grapvine
• Change attitudes
• It’s easy and cheap




                               55
Don’t use social media if you:
• Close at 5 pm
• Don’t have the time or ressources
  to respond
• Only want to make small
  ”like”-revolutions
• are secretive and don’t want to
  share your knowledge



                               56
Remember humor!
Other advice to social media campaigning:
• make language versions
• think about your operating budget from the
  beginning
• Use tracking, linkbuilding and SEO
• make webservices, widget & share, share, share
• tailor your message & use the press
• try new stuff - be brave
• ask and use your users
• Have fun!


                                    58
And remember…:
”There ain’t no such thing as a free lunch”
Users are nice but needy:
Love them, lead them, listen to
them, engage them




                           60
Thank you!
   See you at:

   www.1001fortællinger.dk
   www.1001stories.dk
                 “The more you know, the more
                 you care & the more you share.”




                                  61

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1001 barce

  • 1. 1001 fortællinger om Danmark 50 temaer 1001 stories 200 experts 50 themes Mette Bom Campaign advisor Ministry of Culture 1 Barcelona, spring 2013 Denmark
  • 2. Agenda • What is 1001 and why? • Our time – a shift of paradigms • 1001 statistics • Campaigning heritage in a social media reality • Elements in the 1001-campaign • Good advice is free (today) • Questions and Answers • Things to remember 2
  • 3. What is 1001 stories about Denmark? 3
  • 4. A place where users tell us new stories about places in Denmark… The police head quarters -Cph 03/27/13 4
  • 5. And develop content.. ”Would it be possible to download the stories as podcasts? Because then my custermer can listen to them all the way from the airport” Limousine driver, Cph 5
  • 6. …and comment on each others stories 6
  • 7. And contribute with pictures of their cultural legacy 7
  • 8. User picture from ”Øm” 8
  • 9. Picture from Jægersborg Animal park 9
  • 10. Picture from the food store Irma’s coffee roaster factory, Rødovre 10
  • 11. Picture from the collective Vennelyst 11
  • 12. Picture from Feggeklit and Skarrehage pier work 12
  • 13. Why a user driven website? 13
  • 14. Nudging: to move and push users and stakeholders 14
  • 15. And to: • engage young people • get out of the museums • share data og love • boost culture turism • engage locals 15
  • 16. And to move ourselves and our users from… 16
  • 17. … the traditional approach to heritage
  • 18. … to a modern and interactive approach 18
  • 19. Nudging: so we will move something in our users – in order for them to move something in us… (Danish) cultural heritage 19
  • 20. We wanted to show people that cultural heritage is diverse - so we adopted a broad heritage understanding. 20
  • 21. From the local grill the airport… …from grill bars 03/27/13 21
  • 23. from twin passage graves…
  • 27. Social media mark a shift in paradigms… 27
  • 28. within communication: from hierarchical one-way communication… 28 03/27/13
  • 29. to a bazaar-like form of communication To the bazaar 29
  • 30. in business strategy and corporate governance: - from companysecrets to companysharing 30
  • 31. Lego & Starbucks • ReBrick is a social media platform where adults share and communicate about the LEGO they build • Starbucks – 31.898.834 people talking about coffee and recipes
  • 32. New customer relations and communication Letter from Alexander Kanto to YouSee (TV streaming channel): A love letter where Alexander states that he has to break up with YouSee because he doesn’t ’feel it’ anymore and has meet someone else – a new streaming company…
  • 33. YouSee’s answer to Alexander Dear Alexander, I’m sad that you’ve found someone else. I’m not stupid though, I had seen it coming because lately you’ve seemed rather unengaged and careless about us. …
  • 34. A shift in paradigms that nobody knows what is leading to! ”No one company, no one specialty, no one individual has all the answers to address the fundamental changes taking place. The changes are too sweeping, too fast moving, too complex for anyone to talk in absolutes. We're still in the early stages of a media disruption that affects marketing communications in ways yet be fully understood” Chris Perry, Advertising Age 34
  • 35. And a shift in our perception of democracy: Everybody can join regardless of race, class, sex or political stands 35
  • 36. Out reach democracy • 8 million people watched Obamas 37 min. speech on race at youtube, 1 mio on his own page • 7 mio. saw him dance at the Ellen Generes show 36
  • 37. The U.S. presidential election 2012 : With 10.3 million tweets in one week, the Denver debate became the most discussed political event in U.S. history. - more discussed than the democratic convent (9.5 mill. tweets in one week) and the republican convent (4 mill. tweets in one week)
  • 38. Political nudging: ”30 percent of registered voters have been encouraged to vote by their friends and family on social networks, while 20 percent of registered voters have encouraged others to vote by posting on a social networking site such as Facebook (FB) or Twitter”. Pew Research Center’s Internet & American Life Project report on Social Media and Voting,
  • 39. 1001 in numbers – Return on Online Investment? 39
  • 40. What did 1001 cost? website: • 985.000 EUR from funding • 402.000 EUR to project management • 67.000 EUR for beta development 2010 App: • 47.000 EUR for iPhone og Android app • 67.000 EUR for routes • 13.500 EUR annual budget 2011 and 2012 40
  • 41. Sitet in numbers – user created content • +30.000 monthly users (increasing) • 2000 new profiles • 500 new places/stories • 5.000 pictures • 3.500 comments (600 valid) • 4.700 tags (DK) 4.000 (UK) • 3.000 links • 9.000 iPhone app + 4.000 Android • 1.206 dk Facebookfans, 800 users • 8.000 external links • 80 active widgets 41
  • 42. More platforms Sharing information, experiences and users • WWW • 1001stories.dk (eng) • mobilsite, iPhoneapp+ Android • Widgets/iframes • Webservices DR, DBC • GPS • Facebook • Newsletter, Rss feeds, podcast • YouTube • Google Adwords og 42 42 SEO
  • 43. Campaigning heritage in a social media reality… Traffic and users don’t come easy no matter how exciting your content is 43
  • 44. You have to work for it! 44
  • 45. Sociale media is • A place for grooming (Robin Dunbar) • A place to be attractive to others • And socialize 45
  • 46. Elements in the 1001- campaign: • A detailed PR-plan • Use celebrities • Media campaigns in local and national media • International presentations and PR about the site • Post launches – ex. new development (apps, routes) • New campaigns • New media campaigns 46
  • 47. A new campaign ”European stories”
  • 48. Partner collaborations via widgets & webservices municipalities VisitDk local sites Danish Broadcasting Cooperation Museums 48
  • 49. SEO and linkbuilding Links from other sites are vital for your traffic! July 2010 - Jan 2012 90.869 visits from 2.018 references! 49
  • 50. Where do our users come from? References has mainly been created via SEO and link building 50
  • 51. Other sites like 1001: www.platsr.se and www.digitaltfortalt.no 51
  • 52. All over the world – the same trend Share, share, share Google art project Europeana.org 52
  • 53. questions today: • Does the digital world promote the most poplar heritage sites? Yes and no • What opportunities will online media give for user involvement in the determination of pictures? The digital media makes it possible to involve citizens • What thoughts and visions will the user have when he/she upload pictures on the web? Hear me, see me! or hear it see it • Where do we want to be visible? Where the others are - in niches • Does the digital universe change our perception of the pictures and place? No, I do not think so • Who will expose the material? The state? Google? Governmental Culture Agencies? or local institutions? All are co-creators of the history – that is the point 53
  • 55. Use social media to: • Communicate directly with your users • Increase visibility on many platforms 24/7 • Fundraise • Listen to the grapvine • Change attitudes • It’s easy and cheap 55
  • 56. Don’t use social media if you: • Close at 5 pm • Don’t have the time or ressources to respond • Only want to make small ”like”-revolutions • are secretive and don’t want to share your knowledge 56
  • 58. Other advice to social media campaigning: • make language versions • think about your operating budget from the beginning • Use tracking, linkbuilding and SEO • make webservices, widget & share, share, share • tailor your message & use the press • try new stuff - be brave • ask and use your users • Have fun! 58
  • 59. And remember…: ”There ain’t no such thing as a free lunch”
  • 60. Users are nice but needy: Love them, lead them, listen to them, engage them 60
  • 61. Thank you! See you at: www.1001fortællinger.dk www.1001stories.dk “The more you know, the more you care & the more you share.” 61

Editor's Notes

  1. Men jeg har jo ikke været blind for, at du ofte hellere vil sidde bag den lille dumme computerskærm. Så var du mere interesseret i at hoppe fra den ene mere uskarpe og tarvelige hjemmevideo på YouTube end mig og mine HD-kanaler. Og da jeg forleden fandt en brugt Netflix-kupon mellem sofaspuderne, vidste jeg, at det var slut. Jeg er ikke den første, der oplever en mand, der falder for en yngre model, og nok heller ikke den sidste. Jeg ved også godt, at jeg ikke er 17 længere, og der er nok også kommet en rynke eller to. Men jeg er ikke flov over mig selv. Jeg ved en masse om mænd og kvinder og børn. Jeg ved, hvordan man passer en familie og sørger for, at der er plads til alle i en husstand – både for de mindste og de ældste. Farvel Alexander – din x-box er måske lidt våd og står et sted på Enghavevej  Mvh YouSee.