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1. 1001 fortællinger om Danmark 50 temaer 1001 stories 200 experts 50 themes Mette Bom Campaign advisor Ministry of Culture 1Barcelona, spring 2013 Denmark 2. Agendaã…
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  • 1. 1001 fortællinger om Danmark 50 temaer 1001 stories 200 experts 50 themes Mette Bom Campaign advisor Ministry of Culture 1Barcelona, 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 aboutDenmark? 3
  • 4. A place where users tell us new storiesabout places in Denmark… The police head quarters -Cph 03/27/13 4
  • 5. And develop content..”Would it be possible to download the stories aspodcasts? Because then my custermer can listento them all the way from the airport” Limousine driver, Cph 5
  • 6. …and comment on each others stories 6
  • 7. And contribute withpictures of their culturallegacy 7
  • 8. User picture from ”Øm” 8
  • 9. Picture from Jægersborg Animal park 9
  • 10. Picture from the food store Irma’s coffee roasterfactory, Rødovre 10
  • 11. Picture from the collective Vennelyst 11
  • 12. Picture from Feggeklit and Skarrehagepier work 12
  • 13. Why a user driven website? 13
  • 14. Nudging: to move and pushusers 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 ourusers from… 16
  • 17. … the traditional approach to heritage
  • 18. … to a modern and interactiveapproach 18
  • 19. Nudging: so we will move something inour users – in order for them to movesomething in us… (Danish) cultural heritage 19
  • 20. We wanted to show peoplethat cultural heritage isdiverse- so we adopted a broadheritage understanding. 20
  • 21. From the local grill the airport……from grill bars 03/27/13 21
  • 22. To worldheritage… 22
  • 23. from twin passage graves…
  • 24. to Roskilde Festival
  • 25. From industrial culture…
  • 26. to hippie communes
  • 27. Social media mark a shift inparadigms… 27
  • 28. within communication: from hierarchicalone-way communication… 28 03/27/13
  • 29. to a bazaar-like form of communication To the bazaar 29
  • 30. in business strategy andcorporate governance:- from companysecrets tocompanysharing 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 communicationLetter from Alexander Kanto to YouSee (TVstreaming channel):A love letter where Alexander states that he has tobreak up with YouSee because he doesn’t ’feel it’anymore and has meet someone else – a newstreaming company…
  • 33. YouSee’s answer to AlexanderDear Alexander,I’m sad that you’ve found someoneelse. I’m not stupid though, I had seenit coming because lately you’veseemed rather unengaged andcareless about us. …
  • 34. A shift in paradigms that nobodyknows 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. Were 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 ofdemocracy:Everybody can joinregardless of race,class, sex or politicalstands 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 debatebecame 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 beenencouraged to vote by their friends and family onsocial networks, while 20 percent of registeredvoters have encouraged others to vote by postingon a social networking site such as Facebook (FB) orTwitter”.Pew Research Center’s Internet & American Life Project reporton Social Media and Voting,
  • 39. 1001 in numbers – Return onOnline 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 2010App:• 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 workfor 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 linkbuildingLinks from other sites are vital for yourtraffic! July 2010 - Jan 2012 90.869 visits from 2.018 references! 49
  • 50. Where do our userscome from? References has mainly been created via SEO and link building 50
  • 51. Other sites like 1001:www.platsr.se andwww.digitaltfortalt.no 51
  • 52. All over the world – the same trend Share, share, shareGoogle art projectEuropeana.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
  • 54. Things to remember 54
  • 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
  • 57. Remember humor!
  • 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 tothem, 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
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