Slides

1001 Cyprus heritage forum 2012

Description
1. 50 themes 1001 stories 200 experts Mette Bom Campaign advisor Ministry of Culture 1 DenmarkEuropean Heritage Forum, Cypres , 15/10 2012. 2. agenda1.what is 1001 and…
Categories
Published
of 55
All materials on our website are shared by users. If you have any questions about copyright issues, please report us to resolve them. We are always happy to assist you.
Related Documents
Share
Transcript
  • 1. 50 themes 1001 stories 200 experts Mette Bom Campaign advisor Ministry of Culture 1 DenmarkEuropean Heritage Forum, Cypres , 15/10 2012.
  • 2. agenda1.what is 1001 and why?2.our time – a shift of paradigms3.1001 statistics4.campaigning heritage in a socialmedia reality5.elements in the 1001-campaign6.good advice is free (today) 2
  • 3. 1. what is 1001 stories aboutDenmark? 3
  • 4. A place where users tell us new stories aboutplaces 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
  • 6. …and comment on each others stories 6
  • 7. why a user driven website? 7
  • 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 OpenMovable
  • 10. We want to move ourselves andour users from… 10
  • 11. … the traditional approach to heritage
  • 12. … to a modern and interactiveapproach. 12
  • 13. so we willmovesomethingin ourusers – inorder forthem tomove usforward…
  • 14. we wanted to show peoplethat heritage is diverse- So we adopted a broadheritage understanding. 14
  • 15. From the local grill the airport……from grill bars 21-03-13 15
  • 16. To worldheritage… 16
  • 17. from twin passagegraves…
  • 18. to Roskilde festival
  • 19. 2. our time – a shift of paradigms
  • 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. Were 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 inparadigms 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
  • 22. Communication: from hierachical one-waycommunication 22 21-03-13
  • 23. to a bazaar like communication… To the bazaar 23
  • 24. Competition:From company secrets to company-sharing
  • 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
  • 26. a shift in democracy…
  • 27. freedomto electown owndictators!
  • 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
  • 29. 3. 1001 statistics– return on online investment?
  • 30. Site:•7.35 mio. Dkr. from funding•3 mio. Dkr project management•500.000 Dkr for beta-developmentApp:•350.000 Dkr for iPhone & Android app•500.000 Dkr for routes•100.000 Dkr annual budget 2011 og2012
  • 31. • +30.000 monthly users (increasing)• 1500 new profiles• 900 new places• 10.000 pictures• 4.000 comments• 2.163 tags• 1.717 links• 9.000 iPhone app + 4.000 Android• 1.281 dk Facebookfans, 800 users• 8.000 external links• 70 active widgets
  • 32. several platforms• WWW• 1001stories.dk (eng)• mobilsite, iPhoneapp+ Android• Widgets/iframes• Webservices DR, DBC• GPS• Facebook• Nyhedsbrev, Rss feeds, podcast• YouTube• Google Adwords and SEO 32 32
  • 33. UK- site – who are our users? 33
  • 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.
  • 35. 4. Campaigning heritage in a socialmedia reality…
  • 36. Traffic and users don’t comeeasy no matter how exciting your content is
  • 37. You have to workfor it
  • 38. 5. elements in the 1001-campaign
  • 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
  • 40. new campaigns ”European stories” 40
  • 41. More elements : Partner collaborations viawidgets & webservices municipalities VisitDk local sites Danish Broadcasting Cooperation museums 42
  • 42. More elements : SEO og linkbuildingLinks from other sites are vital for yourtraffic! Juli 2010- Jan 2012 90.869 besøg fra 2.018 henvisninger! 43
  • 43. Where do our users comefrom? Henvisninger blev hovedsageligt skabt via SEO og regulær link building 44
  • 44. Other sites like 1001:www.platsr.se andwww.digitaltfortalt.no 45
  • 45. All over the world – the same trendGoogle art projectEuropeana.org 46
  • 46. 6. good advice is free (today)
  • 47. 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
  • 48. 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
  • 49. Social media is:•a place for grooming(Robin Dunbar)•a place to be attractiveto others•and socialize
  • 50. 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
  • 51. laugh!
  • 52. And remember:”There ain’t no such thing as a free lunch”
  • 53. Users are nice but needy:Love them, lead them, listen tothem, engage them 54
  • 54. Thank you! See you at: www.1001fortællinger.dk www.1001stories.dk “The more you know, the more you care & the more you share.” 55
  • We Need Your Support
    Thank you for visiting our website and your interest in our free products and services. We are nonprofit website to share and download documents. To the running of this website, we need your help to support us.

    Thanks to everyone for your continued support.

    No, Thanks