50 themes stories 200 experts. Mette Bom Campaign advisor Ministry of Culture. Denmark. Carare conference, cph, 9/

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1 50 themes 1001 stories 200 experts Carare conference, cph, 9/ Mette Bom Campaign advisor Ministry of Culture 1 Denmark

2 agenda 1. what is 1001 and why? statistics roi 3. elements in the 1001-campaign 4. our time a shift of paradigms 5. campaigning heritage in a social media reality 6. good advice is free (today) 2

3 1. what is 1001 stories about Denmark? 3

4 A place where users tell us new stories about places they like The police head quarters -Cph 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 Open Democratic Movable

10 Nudging: wanting to move our users from 10

11 a traditional approach to heritage

12 to a modern and interactive approach. 12

13 move our users so they would move us forward

14 Nudging:we wanted to show people that; heritage is diverse. So we adopted a broad heritage understanding 14

15 From the localgrill at the airport from grill bars

16 To World Heritage 16

17 from twin passage graves

18 to music festivals

19 From industrial plants

20 to hippie communes

21 statistics return on online investment?

22 Site: 7.35 mio. Dkr. from funding 3 mio. Dkr project management Dkr for beta-development App: Dkr for iphone & Android app Dkr for routes Dkr annual budget 2011 og 2012

23 monthly users (increasing) 1500 new profiles 900 new places pictures comments tags links iphone app Android dk Facebookfans, 800 users external links 70 active widgets

24 WWW 1001stories.dk (eng) mobilsite, iphoneapp+ Android Widgets/iframes Webservices DR, DBC GPS Facebook Nyhedsbrev, Rss feeds, podcast YouTube Google Adwords and several platforms 24 SEO 24

25 UK- site who are our users? 25

26 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.

27 3. elements in the campaign

28 a detailedpr-plan usecelebrities! presswork local and national talk aboutthe site! new developments: appsand routes new campaigns new presswork linkbuilding

29 new campaigns European stories 29

30

31 More elements : Partner collaborationsvia widgets& webservices VisitDk local sites Danish Broadcasting Cooperation municipalities museums 31

32 More elements : SEO og linkbuilding Links from othersites arevital for your traffic! Juli Jan besøg fra henvisninger! 32

33 Wheredo ouruserscome from? Henvisninger blev hovedsageligt skabt via SEO og regulær link building 33

34 Other sites like 1001:

35 All over the world the same trend Google art project Europeana.org 35

36 4. our time a shift of paradigms

37 more questionsthananswers 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

38 Social media mark the change in paradigmsin: 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

39 Communication: from hierachical one-way communication 13-39

40 to a bazaar like communication To the bazaar 40

41 Competition: From companysecretsto companysharing

42 ReBrick -a social media platform where adultsshareand talk aboutthe LEGO they build Starbucks people talking about coffee and recipees

43 a shift in democracy freedom to elect ownown dictators!

44 Out reachdemocracy: Last election: 8 million peoplewatchedobamas 37 min. speech on raceat youtube, 1 mioon his own page 7 mio. sawhimdance at the Ellen show

45 This 2012 election: With 10.3 million tweets, the Denver presidential debate was the most discussed event in American political history on Twitter, beating both the Democratic National Convention (9.5 million tweets over the week) and the Republican National Convention (4 million tweets over the week)

46 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,

47 5. Campaigning heritage in a social media reality

48 Social media is: a place for grooming (Robin Dunbar) a place to be attractive to others and socialize to influence others

49 Traffic and usersdon tcome easynomatter howexciting yourcontentis

50 Youhave to work for it

51 6. goodadviceis free(today)

52 Usesocial 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

53 don tusesocial media ifyou: 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

54 Otheradvicefor social media campaigning: make language versions think about your operating budget begintrackingand SEO linkbuild to other large sites like wikipedia make webservices, widget& share, share, share tailor your message try new stuff ask and useyourusers

55 laugh!

56 And remember: There ain t no such thing as a free lunch

57 Users arenicebut needy: Love them, leadthem, listen to them, engagethem 57

58 Thank you! See you at: The more you know, the more you care & the more you share. 58