digital storytelling on digital and mobile

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Storytelling on mobile for travel & tourism Tine Thygesen

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How can you use storytelling to sell your product or service on mobile. The small screen size make story telling challenging, and is the user behaviour on mobile makes it even harder. But is it worth exploring? This presentation answers the most important of these questions, and focusses on the travel and tourism industry

TRANSCRIPT

Page 1: Digital storytelling on digital and mobile

Storytelling on mobile for travel & tourism

Tine Thygesen

Page 2: Digital storytelling on digital and mobile

We build a travel community where people make and share their own

travel guides. Used in 135 countries

We’ve created 70+ tourism apps, so we know about app strategy,

marketing & development

First a quick intro. I’m Tine Thygesen (@tahitahi) from

Page 3: Digital storytelling on digital and mobile

First thing to consider: Different mobile platforms equal different behavior

Research, Information

Commercial transactions

On-the-goAction, now

Find, share, check

InspirationPhotos, video

Leisure, own time

SmartphoneTabletMobile web

Page 4: Digital storytelling on digital and mobile

These are most common travel activities

research a trip look up maps or directionswatch travel videos

Source: google.com/think

SmartphoneTabletWebsite

88% 48% 78%

Page 5: Digital storytelling on digital and mobile

The best platform depends on your goal

Social spreadOnly works if indirect

User Generated Content

Awareness

Better on Mobile Web

Information, problem solvingUseful

Convert visits into fans

Loyalty

Better on Apps

Vs

Page 6: Digital storytelling on digital and mobile

Regardless of what you choose

Ads don’t work the way they used to

People are skilled at ignoring marketing and rarely change their mind.

Page 7: Digital storytelling on digital and mobile

Facts are not enough

People want stories...

Page 8: Digital storytelling on digital and mobile

“Happy family feeling”

While actually trying to sell more Coca Cola

Page 9: Digital storytelling on digital and mobile

Moleskine: cult notebooks used by Picasso and Hemingway (but actually invented in 1997)

Tell a story that

lets people join an exclusive crowd...

Page 10: Digital storytelling on digital and mobile

Such as family closeness and legacy

“You never actually own a Patek Philippe, you merely look after it

for the next generation”

Sell something money can’t buy

Page 11: Digital storytelling on digital and mobile

We can use travelers experiences to tell a story.

Turtle selfie on Visit Australia’s Instagram got

Source:instagram.com/Australia

61K Tell your own story

Page 12: Digital storytelling on digital and mobile

Or wrap content in an exclusive veil, using words “secret” or “insider”

Page 13: Digital storytelling on digital and mobile

Amazing images tell stories

Page 14: Digital storytelling on digital and mobile

We can use the “local” concept to make people feel like a traveler, not a tourist

Airbnb’s “Belong Anywhere” story

Page 15: Digital storytelling on digital and mobile

KLM “Lost and Found Dog” video got got 12m views.

There is no actual lost & found dog, but that’s not the point. The point is the story and the feeling it gave you watching. (Watch it, it’s cute: www.youtube.com/watch?v=NK-T_t166TY)

Use cuteness to tell a story that portrays you as “warm & cuddly”

Page 16: Digital storytelling on digital and mobile

To make sure the story hits the spot we can target a specific tribe

Page 17: Digital storytelling on digital and mobile

For added trust, aggregate content from others, rather than writing it

Page 18: Digital storytelling on digital and mobile

Denmark.)‘Mobile)Devices)2011′)by)TNS)Gallup

Getting visitors to share their stories

(and generate awareness for you)

Emotions which trigger to get people to share:-Achievement -Pride-Truly helpful-Self image

Increasingly people prefer to share specifically within groups with same interest/community

Page 19: Digital storytelling on digital and mobile

‣ Pull Instagram feed, such as #amsterdam into your apps and webpages. This provides the sites with dynamic and trusted content

‣ Instagram #takeover. Have a well-known person within your field take over your instagram account for a week.

Quick ways to facilitate visual stories from users

Page 20: Digital storytelling on digital and mobile

Content strategies for mobile differs from web. The key words here are not unique and quality.They are timing & relevance .

Page 21: Digital storytelling on digital and mobile

Context matters because when we are hungry, tired, angry, bored or cold, we don’t care about anything else

Timing + relevance = context

Page 22: Digital storytelling on digital and mobile

Put content into context1. #1 is location (what’s the best restaurant near me)

2. Time of day. At noon people want cafes, at 3am kebab joints.

3. Weather. In rain people want indoor activities, in 35C they want the beach.

Page 23: Digital storytelling on digital and mobile

Contextual on web is all about GooglePeople search for Location + desired activity.

- It’s a SEO game: include tags, keywords and addresses

- Everything must be optimized for mobile

- Google+ content will show first for businesses

Page 24: Digital storytelling on digital and mobile

Apps gives you the chance to use offline content. They even enable offline maps. That’s why they are important in travel marketing.

Context on app

Page 25: Digital storytelling on digital and mobile

Apps enable Geo triggersYour app can notify travelers when they are near places they want to see.

You can set rules for what is shown to the consumer, based on when get near particular spots

Page 26: Digital storytelling on digital and mobile

Summary

People use the mobile for practical, I-need-this-right-now purposes.

But if we:- Use great images,- Use trusted content from visitors- Tell a story, rather than selling - Aim for specific groups,

Then we can make dreams come true

Page 27: Digital storytelling on digital and mobile

Tine Thygesen

Thank you!

More mobile learningbusiness.everplaces.com/knowledge

or email [email protected]

Page 28: Digital storytelling on digital and mobile

Page 1. Hot air balloons - Signature of Asia http://www.signaturesofasia.com/myanmar-signature-one-only.htmlPage 5. Loyalty vs Awareness http://mashable.com/2011/10/10/pr-startups/Page 6. Shibuya crowd: japanheartsfashion.wordpress.comPage 8. Coca ColaPage 9. Moleskine: Anja Mulder / https://www.flickr.com/photos/anmulder/3972712304Page 10. Patek Philippe, www.patek.comPage 11. Visit Australia, www.instagram.com/AustraliaPage 12. Inspired by Iceland, www.inspiredbyiceland.com/secretsPage 13. Inspired by Iceland, http://www.inspiredbyiceland.com/secretsPage 14. Airbnb, www.airbnb.comPage 15. KLM https://www.youtube.com/watch?v=NK-T_t166TYPage 16. Visit Florida www.visitflorida.comPage 17. Ljubljana Tourism: www.visitljubljana.comPage 18. Spreng Ben / https://www.flickr.com/photos/sprengben/4462026879/Page 21. http://gillank.files.wordpress.com/2010/08/an-unhappy-lama.jpgPage 26. http://magento.com/sites/default/files/3110_3_Mobile_Takeaways_Blog_Graphics_r1v1.jpgPage 27. http://zoomwalls.com/girl-headphones-ipad-hi-tech-hd-wallpaper/

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