Storytelling, distribution and engaging your visitors

#iwdk @genequinn VisitAarhus 1 May 2014

art museum @ sunset

But first, a back-story: iPhone + 24 hours in Aarhus

half-timbered, post-Hamlet

Destination:selfie

Gene Quinn CEO & Co-Founder Tnooz

selfie explanatory

When everbody’s awesome,

nobody’s awesome

Gene Quinn CEO & awesome Co-Founder Tnooz

Everbody’s a star, producer and distributor of a personal story …

Here’s a story from my smartphone

Ainsworth Bay, Tierra del Fuego, Chile

Mt. Fitz Roy, El Chalten, Argentina

Mt. Fitz Roy, El Chalten, Argentina

Perito Moreno Glacier, Patagonia, Argentina

Cabo de Hornos, Chile

Caitlin, NY Botanical Gardens

John Mayer, Rock Boat music cruise via WhatsApp

Hilary and Andy, Mt. St. Michel (WhatsApp)

Andy summitting Mt. Kilimanjaro, Tanzania (WhatsApp)

Andy, bodysurfing, SoCal via GoPro / WhatsApp

4G (four generations) family via FaceTime

Ilana and Bryan skiing and snowshoeing, Colorado Rockies via WhatsApp

Ilana, Bryan and Samara, New York City

New moms and babies, FaceTime

Granny Sooz, with holiday gifts via WhatsApp

Granny’s iPhone screen lock

Grandpa’s iPhone screen lock

Back story begins, 1974 via 35mm Fujica SLR, pre-digital

Ruby-throated hummingbird, Northeast US via Canon 5D SLR and WhatsApp

selfie lessons: think UGC

mobile    social

iPhone    

WiFi

family Facebook FaceTime

WhatsApp

Twitter sharing

global tablet

Instagram P2P multi-platform apps

Ultimate responsive design*

Rumored MacBook tri-fold screen

Storytelling, distribution and engaging your visitors

Questions DMOs should be asking

•  What are your citizens’ stories? •  What are your visitors’ stories?

•  Where are they telling stories? •  Who listens to their stories?

•  How to you track who listens? •  How do you measure who visits?

•  How to you make it easy to return? •  Who is (are) your customer(s)?

•  What is my job?

What are your citizens’ stories?

beautiful people, left bank

•  They grew up here •  They go to school here

•  Their significant other is from here •  They are an artist

•  They are an outdoor-lover •  They are a foodie

•  They enjoy music •  They like to travel elsewhere

•  They are your ambassadors … if only you ask them!

What are your visitors’ stories?

twin spires, pistachio

•  I found Aarhus on a travel blog •  My bridesmaid went to university

•  I met my boyfriend at the music festival in Aarhus

•  My Danish grandma told me a story •  I like “second cities” for my travel

•  My hotel sent me a survey •  An Aarhus ambassador told me

•  Ask them … repeat customers are the best customers!

Where do they tell their stories?

Pardon me, do you mind if I photograph your shadow?

selfie lessons: think UGC

mobile    social

iPhone    

WiFi access

family Facebook FaceTime

WhatsApp

Twitter sharing

global tablet

Instagram P2P multi-platform

Who listens to their stories?

good pour, Carlton

•  Bloggers •  Moms (trip planners for the home)

•  Facebook friends •  Twitter followers

•  Family members •  Fellow students

•  Other members of their “tribes” •  Do you?

How do you track who listens?

How do you measure who visits ?

•  That’s what Big Data is all about •  Let’s discuss during roundtable

How do you make it easy to return?

•  Ask them to be an ambassador •  Only authentic, reciprocal tasks

•  No need to pay •  Make it fun, social and MOBILE

•  Look around at loyalty programs •  Take lead from e-tailing industry

•  Ask them … repeat customers are the best customers!

#iwdk speakers table

Tip: think like a distributor … not like a creator

bronze cyclist

Ideas

•  Partnerships ü suppliers – British Airways-Tourism Australia ü multi-DMO marketing networks

•  In-destination services ü wifi connectivity ü mobile offers

•  Data services – TrustYou verified reviews •  Storytelling with data – Honda-Ayrton Senna •  Continue on roundtable today

sculpture garden

What ^ stories will visitors tell about your place and your people?

Destination: selfie

Gene Quinn CEO & Co-Founder Tnooz

selfie explanatory