1001 barce
TRANSCRIPT
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1001 stories
50 temaer
200 experts
1001 fortællinger om Danmark
Mette BomCampaign advisor
Ministry of Culture DenmarkBarcelona, spring 2013
50 themes
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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
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What is 1001 stories about Denmark?
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A place where users tell us new stories about places in Denmark…
The police head quarters -Cph
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And develop content..
”Would it be possible to download the stories as podcasts? Because then my custermer can listen to them all the way from the airport”
Limousine driver, Cph
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…and comment on each others stories
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And contribute with pictures of their cultural legacy
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User picture from ”Øm”
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Picture from Jægersborg Animal park
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Picture from the food store Irma’s coffee roaster factory, Rødovre
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Picture from the collective Vennelyst
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Picture from Feggeklit and Skarrehage pier work
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Why a user driven website?
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Nudging: to move and push users and stakeholders
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And to:• engage young people• get out of the museums• share data og love• boost culture turism• engage locals
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And to move ourselves and our users from…
… the traditional approach to heritage
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… to a modern and interactive approach
(Danish) cultural heritage
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Nudging: so we will move something in our users – in order for them to move something in us…
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We wanted to show people that cultural heritage is diverse- so we adopted a broad heritage understanding.
…from grill bars
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From the local grill the airport…
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To world heritage…
from twin passage graves…
to Roskilde Festival
From industrial culture…
to hippie communes
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Social media mark a shift in paradigms…
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within communication: from hierarchical one-way communication…
To the bazaar
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…to a bazaar-like form of communication
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in business strategy and corporate governance: - from companysecrets to companysharing
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
New customer relations and communication Letter from Alexander Kanto to YouSee (TV streaming channel):
A love letter where Alexander states that he has to break up with YouSee because he doesn’t ’feel it’ anymore and has meet someone else – a new streaming company…
YouSee’s answer to Alexander
Dear Alexander,
I’m sad that you’ve found someone else. I’m not stupid though, I had seen it coming because lately you’ve seemed rather unengaged and careless about us. …
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A shift in paradigms that nobody knows 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. We're still in the early stages of a media disruption that affects marketing communications in ways yet be fully understood” Chris Perry, Advertising Age
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Everybody can join regardless of race, class, sex or political stands
And a shift in our perception of democracy:
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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
The U.S. presidential election 2012 :
With 10.3 million tweets in one week, the Denver debate
became 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)
”30 percent of registered voters have been encouraged to vote by their friends and family on social networks, while 20 percent of registered voters have encouraged others to vote by posting on a social networking site such as Facebook (FB) or Twitter”. Pew Research Center’s Internet & American Life Project report on Social Media and Voting,
Political nudging:
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1001 in numbers – Return on Online Investment?
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What did 1001 cost?website: • 985.000 EUR from funding• 402.000 EUR to project management • 67.000 EUR for beta development 2010
App:• 47.000 EUR for iPhone og Android app• 67.000 EUR for routes
• 13.500 EUR annual budget 2011 and 2012
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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
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More platformsSharing 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 SEO
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Traffic and users don’t come easy no matter how exciting
your content is
Campaigning heritage in a social media reality…
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You have to work for it!
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Sociale media is• A place for grooming (Robin
Dunbar)• A place to be attractive to
others• And socialize
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• 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
Elements in the 1001- campaign:
A new campaign ”European stories”
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Partner collaborations via widgets & webservices
VisitDk local sites
Museums
Danish Broadcasting Cooperation
municipalities
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SEO and linkbuilding
Links from other sites are vital for your traffic!
July 2010 - Jan 201290.869 visits from 2.018 references!
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Where do our users come from?
References has mainly been created via SEO and link building
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Other sites like 1001:www.platsr.se and www.digitaltfortalt.no
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Google art projectEuropeana.org
All over the world – the same trendShare, share, share
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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
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Things to remember
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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
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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
Remember humor!
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• 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!
Other advice to social media campaigning:
And remember…:”There ain’t no such thing as a free lunch”
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Users are nice but needy:Love them, lead them, listen to them, engage them
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Thank you!See you at:
www.1001fortællinger.dkwww.1001stories.dk
“The more you know, the more you care & the more you share.”