Digital content interactive clinic: Digital storytelling based on digital and mobile marketing - Tine Thygesen
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This document discusses digital storytelling and content strategies for mobile marketing. It provides an overview of how different mobile formats like smartphones and tablets are used for activities like research, transactions, and sharing content on the go. Common travel activities on websites, tablets and smartphones are also outlined. The document emphasizes that content strategies for mobile need to focus on timing, relevance and context based on the user's location to build loyalty and engagement.
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Digital content interactive clinic: Digital storytelling based on digital and mobile marketing - Tine Thygesen
- 1. Digital Storytelling - Based on Digital & Mobile Marketing Tine Thygesen @tahitahi
- 2. Nice to meet you, we are Global community of user generated content. Content optimization & strategy Experts in tourism apps. Mobile strategy, app development & marketing
- 3. Overview: Mobile Formats Mobile web Tablet Smartphone Research, Information Commercial transactions On-the-go Action, now Find, share, check Inspiration Photos, video Leisure, own time
- 4. Most Common Travel Activities Website Tablet Smartphone 88% 48% 78% research a trip watch travel videos look up maps or directions Source: google.com/think
- 5. Decide your goal Awareness Social spread Only works if indirect User Generated Content Better on Mobile Web Loyalty Information, problem solving Useful Convert visits into fans Better on Apps Vs
- 6. 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. Sell things that money can’t buy Moleskine: cult notebooks used by Picasso and Hemingway (but invented in 1997)
- 9. Turtle selfie on Visit Australia’s Instagram Source: 61K instagram.com/Australia Tell your own story
- 10. Tell your own story
- 12. Target a specific tribe
- 13. Belong to a community Airbnb “Belong Anywhere”
- 15. Content strategies for mobile differs from web. The key words here are not unique and quality. They are timing & relevance .
- 16. Context matters because when we are lost, hungry, tired, angry & cold, we don’t care about anything else And because it’s the most likely time people are interested in your message
- 17. Relevance and context is largely about in-destination service 52% use apps in-destination ‣ 94% research things to do ‣ 75% search for restaurants ‣ 80% for maps and directions Big opportunity to build loyalty and secondary awareness through sharing, if you focus more digital attention to servicing people already at your destination. Go to the airport and play tourist. What are you missing? Do the same in town.
- 18. Mobile is used on-the-go People travel: less and less prepared, with shorter notice, more frequently. Planning, booking & sharing for all these people is done mostly on mobile. This makes context king.
- 19. Contextual on mobile is all about Google It’s a SEO game: include tags, keywords and addresses People search for Location + desired activity. Everything must be optimized for mobile Google+ helps if you’re a business
- 20. Contextual on mobile apps is all about location based Social geo networks like Yelp, Foursquare, Everplaces Official apps with location, TripAdvisor, official tourism apps, unofficial tourism apps Own apps with location and maps
- 21. Social geo networks People search directly in Yelp, Foursquare, Everplaces, etc. to see what’s near & good quality - Search default is nearby - Filtering possible - Social relevance filters
- 22. Apps with Geo triggers Set rules for what is shown to the consumer, based on when get are near particular spots
- 23. Denmark. ‘Mobile Devices 2011′ Getting people to share by TNS Gallup is getting harder relevance is your best bet Achievement Pride Truly helpful How i want to be seen
- 24. Quick wins ‣ Create Instagram profile and promote hashtags ‣ Pull Instagram feed into apps and pages ‣ Instagram takeover
- 25. Tine Thygesen Thank you! Get the slides + more mobile learning business.everplaces.com/knowledge
- 26. Images and credits ‣ Front image and screen shot: http://uat.visitflorida.com/en-us.html ‣ Tired: http://gdb.rferl.org/CC108174-2AB4-46E3-AEE5-DC7CFB30A189_mw1024_n_s.jpg ‣ Munk: http://gillank.files.wordpress.com/2010/08/an-unhappy-lama.jpg ‣ Baby: http://i.huffpost.com/gen/882650/thumbs/o-BABIES-CRIES-AUTISM-RISK-facebook.jpg ‣ German Tourism Authority ‣ HotelTonight