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Storytelling on mobile
for travel & tourism
Tine Thygesen
&
Everplaces
Global travel community, most
authentic design & foodie travel tips

TripTale

World’s best travel app builder
...
First thing to consider:
Different mobile platforms equal
different behavior
Research, 

Information

Commercial transacti...
These are most common travel activities
research a trip look up maps or directionswatch travel videos
Source: google.com/t...
The best platform depends on your goal
Social spread

Only works if indirect

User Generated Content
Awareness
Better on M...
Regardless of what you choose
Ads don’t work
the way they used to
People are skilled at ignoring marketing
and rarely chan...
Facts are not enough
People want stories...
“Happy family
feeling”
While actually
trying to sell
more Coca
Cola
Moleskine: cult notebooks used by Picasso and Hemingway 

(but actually invented in 1997)
Tell a story that 

lets people ...
Such as family closeness and
legacy
“You never actually own a Patek
Philippe, you merely look after it
for the next genera...
We can use
travelers
experiences to
tell a story.
Turtle selfie on
Visit Australia’s
Instagram got
Source:
instagram.com/Au...
Or wrap content in an exclusive veil,
using words “secret” or “insider”
Amazing images tell stories
We can use the “local” concept to make
people feel like a traveler, not a tourist
Airbnb’s “Belong Anywhere” story
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...
To make sure the story hits the spot
we can target a specific tribe
For added trust, aggregate content from
others, rather than writing it
Denmark.	
  ‘Mobile	
  Devices	
  2011ʹ′	
  by	
  TNS	
  Gallup
Getting visitors to 

share their stories 

(and generate ...
‣ Pull Instagram feed, such as
#amsterdam into your apps
and webpages. This provides
the sites with dynamic and
trusted co...
Content strategies for mobile
differs from web. The key words
here are not unique and quality.
They are timing & relevance.
Context matters because
when we are hungry, tired,
angry, bored or cold, we
don’t care about anything
else
Timing +
releva...
Put content into
context
1. #1 is location (what’s the best
restaurant near me)
2. Time of day. At noon people
want cafes,...
Contextual on
web is all about
Google
People search for Location +
desired activity.
- It’s a SEO game: include tags,
keyw...
Apps gives you the chance
to use offline content. They
even enable offline maps.
That’s why they are
important in travel
mar...
Apps enable
Geo triggers
Your app can notify travelers
when they are near places
they want to see.
You can set rules for w...
Summary
People use the mobile for practical, I-need-
this-right-now purposes. 

But if we:

- Use great images,

- Use tru...
By Tine Thygesen, @tahitahi
Thank you!
Considering an app for your
business? Contact
chris@triptale.net for great
help!
&
Page 1. Hot air balloons - Signature of Asia http://www.signaturesofasia.com/myanmar-signature-one-only.html
Page 5. Loyal...
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Digital storytelling on digital and mobile

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Publié le

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

Publié dans : Voyages, Marketing
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Digital storytelling on digital and mobile

  1. Storytelling on mobile for travel & tourism Tine Thygesen &
  2. Everplaces Global travel community, most authentic design & foodie travel tips TripTale
 World’s best travel app builder for brands and DMOs How can we help you?
  3. First thing to consider: Different mobile platforms equal different behavior Research, Information Commercial transactions On-the-go Action, now Find, share, check Inspiration Photos, video Leisure, own time SmartphoneTabletMobile web
  4. These are most common travel activities research a trip look up maps or directionswatch travel videos Source: google.com/think SmartphoneTabletWebsite 88% 48% 78%
  5. The best platform depends on your goal Social spread Only works if indirect User Generated Content Awareness Better on Mobile Web Information, problem solving Useful Convert visits into fans Loyalty Better on Apps Vs
  6. 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.
  7. Facts are not enough People want stories...
  8. “Happy family feeling” While actually trying to sell more Coca Cola
  9. Moleskine: cult notebooks used by Picasso and Hemingway (but actually invented in 1997) Tell a story that 
 lets people join an 
 exclusive crowd...
  10. 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
  11. We can use travelers experiences to tell a story. Turtle selfie on Visit Australia’s Instagram got Source: instagram.com/Australia 61KTell your own story
  12. Or wrap content in an exclusive veil, using words “secret” or “insider”
  13. Amazing images tell stories
  14. We can use the “local” concept to make people feel like a traveler, not a tourist Airbnb’s “Belong Anywhere” story
  15. 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”
  16. To make sure the story hits the spot we can target a specific tribe
  17. For added trust, aggregate content from others, rather than writing it
  18. Denmark.  ‘Mobile  Devices  2011ʹ′  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
  19. ‣ 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
  20. Content strategies for mobile differs from web. The key words here are not unique and quality. They are timing & relevance.
  21. Context matters because when we are hungry, tired, angry, bored or cold, we don’t care about anything else Timing + relevance = context
  22. Put content into context 1. #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.
  23. Contextual on web is all about Google People 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
  24. 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
  25. Apps enable Geo triggers Your 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
  26. 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
  27. By Tine Thygesen, @tahitahi Thank you! Considering an app for your business? Contact chris@triptale.net for great help! &
  28. Page 1. Hot air balloons - Signature of Asia http://www.signaturesofasia.com/myanmar-signature-one-only.html Page 5. Loyalty vs Awareness http://mashable.com/2011/10/10/pr-startups/ Page 6. Shibuya crowd: japanheartsfashion.wordpress.com Page 8. Coca Cola Page 9. Moleskine: Anja Mulder / https://www.flickr.com/photos/anmulder/3972712304 Page 10. Patek Philippe, www.patek.com Page 11. Visit Australia, www.instagram.com/Australia Page 12. Inspired by Iceland, www.inspiredbyiceland.com/secrets Page 13. Inspired by Iceland, http://www.inspiredbyiceland.com/secrets Page 14. Airbnb, www.airbnb.com Page 15. KLM https://www.youtube.com/watch?v=NK-T_t166TY Page 16. Visit Florida www.visitflorida.com Page 17. Ljubljana Tourism: www.visitljubljana.com Page 18. Spreng Ben / https://www.flickr.com/photos/sprengben/4462026879/ Page 21. http://gillank.files.wordpress.com/2010/08/an-unhappy-lama.jpg Page 26. http://magento.com/sites/default/files/3110_3_Mobile_Takeaways_Blog_Graphics_r1v1.jpg Page 27. http://zoomwalls.com/girl-headphones-ipad-hi-tech-hd-wallpaper/ Images and credits

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