Digital storytelling on digital and mobile
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Transcript of Digital storytelling on digital and mobile
Storytelling on mobile for travel & tourism
Tine Thygesen
We build a travel community where people make and share their own
travel guides. Used in 135 countries
We’ve created 70+ tourism apps, so we know about app strategy,
marketing & development
First a quick intro. I’m Tine Thygesen (@tahitahi) from
First thing to consider: Different mobile platforms equal different behavior
Research, Information
Commercial transactions
On-the-goAction, now
Find, share, check
InspirationPhotos, video
Leisure, own time
SmartphoneTabletMobile web
These are most common travel activities
research a trip look up maps or directionswatch travel videos
Source: google.com/think
SmartphoneTabletWebsite
88% 48% 78%
The best platform depends on your goal
Social spreadOnly works if indirect
User Generated Content
Awareness
Better on Mobile Web
Information, problem solvingUseful
Convert visits into fans
Loyalty
Better on Apps
Vs
Regardless of what you choose
Ads don’t work the way they used to
People are skilled at ignoring marketing and rarely change their mind.
Facts are not enough
People want stories...
“Happy family feeling”
While actually trying to sell more Coca Cola
Moleskine: cult notebooks used by Picasso and Hemingway (but actually invented in 1997)
Tell a story that
lets people join an exclusive crowd...
Such as family closeness and legacy
“You never actually own a Patek Philippe, you merely look after it
for the next generation”
Sell something money can’t buy
We can use travelers experiences to tell a story.
Turtle selfie on Visit Australia’s Instagram got
Source:instagram.com/Australia
61K Tell your own story
Or wrap content in an exclusive veil, using words “secret” or “insider”
Amazing images tell stories
We can use the “local” concept to make people feel like a traveler, not a tourist
Airbnb’s “Belong Anywhere” story
KLM “Lost and Found Dog” video got got 12m views.
There is no actual lost & found dog, but that’s not the point. The point is the story and the feeling it gave you watching. (Watch it, it’s cute: www.youtube.com/watch?v=NK-T_t166TY)
Use cuteness to tell a story that portrays you as “warm & cuddly”
To make sure the story hits the spot we can target a specific tribe
For added trust, aggregate content from others, rather than writing it
Denmark.)‘Mobile)Devices)2011′)by)TNS)Gallup
Getting visitors to share their stories
(and generate awareness for you)
Emotions which trigger to get people to share:-Achievement -Pride-Truly helpful-Self image
Increasingly people prefer to share specifically within groups with same interest/community
‣ Pull Instagram feed, such as #amsterdam into your apps and webpages. This provides the sites with dynamic and trusted content
‣ Instagram #takeover. Have a well-known person within your field take over your instagram account for a week.
Quick ways to facilitate visual stories from users
Content strategies for mobile differs from web. The key words here are not unique and quality.They are timing & relevance .
Context matters because when we are hungry, tired, angry, bored or cold, we don’t care about anything else
Timing + relevance = context
Put content into context1. #1 is location (what’s the best restaurant near me)
2. Time of day. At noon people want cafes, at 3am kebab joints.
3. Weather. In rain people want indoor activities, in 35C they want the beach.
Contextual on web is all about GooglePeople search for Location + desired activity.
- It’s a SEO game: include tags, keywords and addresses
- Everything must be optimized for mobile
- Google+ content will show first for businesses
Apps gives you the chance to use offline content. They even enable offline maps. That’s why they are important in travel marketing.
Context on app
Apps enable Geo triggersYour app can notify travelers when they are near places they want to see.
You can set rules for what is shown to the consumer, based on when get near particular spots
Summary
People use the mobile for practical, I-need-this-right-now purposes.
But if we:- Use great images,- Use trusted content from visitors- Tell a story, rather than selling - Aim for specific groups,
Then we can make dreams come true
Tine Thygesen
Thank you!
More mobile learningbusiness.everplaces.com/knowledge
or email [email protected]
Page 1. Hot air balloons - Signature of Asia http://www.signaturesofasia.com/myanmar-signature-one-only.htmlPage 5. Loyalty vs Awareness http://mashable.com/2011/10/10/pr-startups/Page 6. Shibuya crowd: japanheartsfashion.wordpress.comPage 8. Coca ColaPage 9. Moleskine: Anja Mulder / https://www.flickr.com/photos/anmulder/3972712304Page 10. Patek Philippe, www.patek.comPage 11. Visit Australia, www.instagram.com/AustraliaPage 12. Inspired by Iceland, www.inspiredbyiceland.com/secretsPage 13. Inspired by Iceland, http://www.inspiredbyiceland.com/secretsPage 14. Airbnb, www.airbnb.comPage 15. KLM https://www.youtube.com/watch?v=NK-T_t166TYPage 16. Visit Florida www.visitflorida.comPage 17. Ljubljana Tourism: www.visitljubljana.comPage 18. Spreng Ben / https://www.flickr.com/photos/sprengben/4462026879/Page 21. http://gillank.files.wordpress.com/2010/08/an-unhappy-lama.jpgPage 26. http://magento.com/sites/default/files/3110_3_Mobile_Takeaways_Blog_Graphics_r1v1.jpgPage 27. http://zoomwalls.com/girl-headphones-ipad-hi-tech-hd-wallpaper/
Images and credits