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1 1001 stories 50 temaer 200 experts 1001 fortællinger om Danmark Mette Bom Campaign advisor Ministry of Culture Denmark Barcelona, spring 2013 50 themes

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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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04/13/23 4

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…

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… the traditional approach to heritage

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… to a modern and interactive approach

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(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.

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…from grill bars

04/13/23 21

From the local grill the airport…

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To world heritage…

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from twin passage graves…

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to Roskilde Festival

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From industrial culture…

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to hippie communes

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Social media mark a shift in paradigms…

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04/13/23

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within communication: from hierarchical one-way communication…

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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

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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

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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…

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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

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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)

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”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:

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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

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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:

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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.”