This document discusses how destinations can engage visitors by encouraging them to share their stories and experiences through mobile devices and social media. It suggests that destinations ask questions to learn about the stories of both citizens and visitors, such as where they grew up, what they enjoy doing, and how they discovered the destination. Destinations should track where stories are shared online, who listens to them, and how visits can be measured. By making it easy for people to return and become ambassadors, destinations can attract repeat customers through mobile loyalty programs and partnerships with other organizations.

1. Storytelling, distribution
and engaging your visitors
#iwdk @genequinn
VisitAarhus
1 May 2014
art museum @ sunset

2. But first, a back-story:
iPhone + 24 hours in Aarhus
half-timbered, post-Hamlet

3. Destination:selfie
Gene Quinn
CEO & Co-Founder
Tnooz
selfie explanatory

4. When everbody’s
awesome,
nobody’s awesome
Gene Quinn
CEO & awesome Co-Founder
Tnooz

5. Everbody’s a star, producer and
distributor of a personal story …

6. Here’s a story from my
smartphone

7. Ainsworth Bay, Tierra del Fuego, Chile

8. Mt. Fitz Roy, El Chalten, Argentina

9. Mt. Fitz Roy, El Chalten, Argentina

10. Perito Moreno Glacier, Patagonia, Argentina

11. Cabo de Hornos, Chile

12. Caitlin, NY Botanical Gardens

13. John Mayer, Rock Boat music cruise via WhatsApp

14. Hilary and Andy, Mt. St. Michel (WhatsApp)

15. Andy summitting Mt. Kilimanjaro, Tanzania (WhatsApp)

16. Andy, bodysurfing, SoCal via GoPro / WhatsApp

17. 4G (four generations) family via FaceTime

18. Ilana and Bryan skiing and snowshoeing, Colorado Rockies via WhatsApp

19. Grandpa’s iPhone screen lock

20. Back story begins, 1974 via 35mm Fujica SLR, pre-digital

21. Ruby-throated hummingbird, Northeast US via Canon 5D SLR and WhatsApp

22. selfie lessons: think UGC
mobile
social
iPhone
WiFi
familyFacebook
FaceTime
WhatsApp
Twittersharing
global
tablet
Instagram P2P multi-platform
apps

23. Ultimate responsive design*
Rumored MacBook tri-fold screen

24. Storytelling, distribution
and engaging your visitors

25. Questions DMOs should be asking
• What are your citizens’ stories?
• What are your visitors’ stories?
• Where are they telling stories?
• Who listens to their stories?
• How to you track who listens?
• How do you measure who visits?
• How to you make it easy to return?
• Who is (are) your customer(s)?
• What is my job?

26. What are your citizens’ stories?
beautiful people, left bank
• They grew up here
• They go to school here
• Their significant other is from here
• They are an artist
• They are an outdoor-lover
• They are a foodie
• They enjoy music
• They like to travel elsewhere
• They are your ambassadors … if
only you ask them!

27. What are your visitors’ stories?
twin spires, pistachio
• I found Aarhus on a travel blog
• My bridesmaid went to university
• I met my boyfriend at the music
festival in Aarhus
• My Danish grandma told me a story
• I like “second cities” for my travel
• My hotel sent me a survey
• An Aarhus ambassador told me
• Ask them … repeat customers are
the best customers!

28. Where do they tell their stories?
Pardon me, do you mind if I photograph your shadow?

29. selfie lessons: think UGC
mobile
social
iPhone
WiFi access
familyFacebook
FaceTime
WhatsApp
Twittersharing
global
tablet
Instagram P2P
multi-platform

30. Who listens to their stories?
good pour, Carlton
• Bloggers
• Moms (trip planners for the home)
• Facebook friends
• Twitter followers
• Family members
• Fellow students
• Other members of their “tribes”
• Do you?

31. How do you track who listens?

32. How do you measure who visits ?
• That’s what Big Data is all about
• Let’s discuss during roundtable

33. How do you make it easy to return?
• Ask them to be an ambassador
• Only authentic, reciprocal tasks
• No need to pay
• Make it fun, social and MOBILE
• Look around at loyalty programs
• Take lead from e-tailing industry
• Ask them … repeat customers are
the best customers!
#iwdk speakers table

34. Tip: think like a distributor … not
like a creator
bronze cyclist

35. Ideas
• Partnerships
ü suppliers – British Airways-Tourism Australia
ü multi-DMO marketing networks
• In-destination services
ü wifi connectivity
ü mobile offers
• Data services – TrustYou verified reviews
• Storytelling with data – Honda-Ayrton Senna
• Continue on roundtable today
sculpture garden

36. What ^ stories will visitors tell
about your place and your people?

37. Destination: selfie
Gene Quinn
CEO & Co-Founder
Tnooz
selfie explanatory