2. agenda
1.what is 1001 and why?
2.our time – a shift of paradigms
3.1001 statistics
4.campaigning heritage in a social
media reality
5.elements in the 1001-campaign
6.good advice is free (today)
2
4. A place where users tell us new stories about
places in Denmark…
The police head quarters -Cph
21-03-13 4
5. And develop content..
”Would it be possible to download the
stories as podcasts? Because then my
costumers can listen to them all the way
from the airport”
Limousine driver
- Cph
5
8. to:
• engage the younger crowd?
• get out of the museums
• share data
• boost Danish culture tourism
• engage local people
• reach people where they are
8
9. The philosophy of the site…
Diverse
Extensive
Democratic
Open
Movable
10. We want to move ourselves and
our users from…
10
20. more questions than answers…
”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
21. Social media mark the change in
paradigms in:
• communication: from push to pull
information
• competition: from heavy competition to
knowledge sharing.
• democratic interaction: class, race, sex,
age and social differences are eliminated –
everybody can participate
25. • ReBrick - a social media platform where
adults share and talk about the LEGO they
build
• Starbucks – 31.898.834 people talking about
coffee and recipees
28. 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 show
34. International users:
•63% of traffic at the UK-site
•25% are returning users
•Come from Google (.com, .dk, .de, .se,
.co.uk) Facebook, VisitDenmark og Wikipedia
•Traffic has increased by 376% (March 2012)
compared to November 2010.
39. • a detailed PR-plan
• use celebrities!
• press work – local
and national
• talk about the site!
• new developments:
apps and routes
• new campaigns
• new press work
• linkbuilding
48. 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
49. don’t use social media if you:
• don’t have the time or resources to
respond
• only want to make small ”like”-
revolutions
• are secretive and don’t want to
share your knowledge
50. Social media is:
•a place for grooming
(Robin Dunbar)
•a place to be attractive
to others
•and socialize
51. Other advice for social media campaigning:
• make language versions
• think about your operating budget
• begin tracking and SEO
• linkbuild to other large sites like wikipedia
• make webservices, widget & share, share, share
• tailor your message
• try new stuff
• ask and use your users
