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1001 stories

50 themes

200 experts

Mette BomCampaign advisor

Ministry of Culture Denmark

European Heritage Forum, Cypres , 15/10 2012.

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agenda1.what is 1001 and why?2.our time – a shift of paradigms 3.1001 statistics 4.campaigning heritage in a social media reality5.elements in the 1001-campaign6.good advice is free (today)

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1. 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 costumers 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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why a user driven website?

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to:• engage the younger crowd?• get out of the museums• share data • boost Danish culture tourism• engage local people• reach people where they are

The philosophy of the site…

Open

Diverse

Movable

Extensive

Democratic

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We want to move ourselves and our users from…

… the traditional approach to heritage

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… to a modern and interactive approach.

so we will move something in our users – in order for them to move us forward…

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we wanted to show people that 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

2. our time – a shift of paradigms

”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

more questions than answers…

Social media mark the change in paradigms 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

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Communication: from hierachical one-way communication

To the bazaar

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…to a bazaar like communication…

Competition: From company secrets to company- sharing

• 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

a shift in democracy…

freedom to elect own own dictators!

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

3. 1001 statistics – return on online investment?

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 og 2012

• +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

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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

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UK- site – who are our users?

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.

4. Campaigning heritage in a social media reality…

Traffic and users don’t come easy no matter how exciting

your content is

You have to work for it

5. elements in the 1001-campaign

• 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

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new campaigns ”European stories”

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More elements : Partner collaborations via widgets & webservices

VisitDk local sites

museums

Danish Broadcasting Cooperation

municipalities

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More elements : SEO og linkbuilding

Links from other sites are vital for your traffic!

Juli 2010- Jan 201290.869 besøg fra2.018 henvisninger!

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Where do our users come from?

Henvisninger blev hovedsageligt skabt via SEO og regulær 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 trend

6. good advice is free (today)

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

• 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

don’t use social media if you:

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

• 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

Other advice for social media campaigning:

laugh!

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.”