1. 1001 fortællinger om Danmark
50 temaer
1001 stories
200 experts
50 themes
Mette Bom
Campaign advisor
Ministry of Culture
1
Barcelona, spring 2013 Denmark

2. Agenda
• What is 1001 and why?
• Our time – a shift of paradigms
• 1001 statistics
• Campaigning heritage in a social
media reality
• Elements in the 1001-campaign
• Good advice is free (today)
• Questions and Answers
• Things to remember 2

3. What is 1001 stories about
Denmark?
3

4. A place where users tell us new stories
about places in Denmark…
The police head quarters -Cph
03/27/13 4

5. And develop content..
”Would it be possible to download the stories as
podcasts? Because then my custermer can listen
to them all the way from the airport”
Limousine driver, Cph
5

6. …and comment on each others stories
6

7. And contribute with
pictures of their cultural
legacy
7

8. User picture from ”Øm”
8

9. Picture from Jægersborg Animal park
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10. Picture from the food store Irma’s coffee roaster
factory, Rødovre
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11. Picture from the collective Vennelyst
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12. Picture from Feggeklit and Skarrehage
pier work
12

13. Why a user driven website?
13

14. Nudging: to move and push
users and stakeholders
14

15. And to:
• engage young people
• get out of the museums
• share data og love
• boost culture turism
• engage locals
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16. And to move ourselves and our
users from…
16

17. … the traditional approach to heritage

18. … to a modern and interactive
approach
18

19. Nudging: so we will move something in
our users – in order for them to move
something in us…
(Danish) cultural heritage
19

20. We wanted to show people
that cultural heritage is
diverse
- so we adopted a broad
heritage understanding.
20

21. From the local grill the airport…
…from grill bars
03/27/13 21

22. To world
heritage…
22

23. from twin passage graves…

24. to Roskilde Festival

25. From industrial culture…

26. to hippie communes

27. Social media mark a shift in
paradigms…
27

28. within communication: from hierarchical
one-way communication…
28
03/27/13

29. to a bazaar-like form of communication
To the bazaar
29

30. in business strategy and
corporate governance:
- from companysecrets to
companysharing
30

31. Lego & Starbucks
• ReBrick is a social media platform where
adults share and communicate about the
LEGO they build
• Starbucks – 31.898.834 people talking about
coffee and recipes

32. New customer relations and communication
Letter from Alexander Kanto to YouSee (TV
streaming channel):
A love letter where Alexander states that he has to
break up with YouSee because he doesn’t ’feel it’
anymore and has meet someone else – a new
streaming company…

33. YouSee’s answer to Alexander
Dear Alexander,
I’m sad that you’ve found someone
else. I’m not stupid though, I had seen
it coming because lately you’ve
seemed rather unengaged and
careless about us. …

34. A shift in paradigms that nobody
knows what is leading to!
”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
34

35. And a shift in our perception of
democracy:
Everybody can join
regardless of race,
class, sex or political
stands
35

36. 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 Generes
show
36

37. The U.S. presidential election
2012 :
With 10.3 million tweets in one week, the Denver debate
became the most discussed political event in U.S. history.
- more discussed than the democratic convent (9.5 mill.
tweets in one week) and the republican convent (4 mill.
tweets in one week)

38. Political nudging:
”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,

39. 1001 in numbers – Return on
Online Investment?
39

40. What did 1001 cost?
website:
• 985.000 EUR from funding
• 402.000 EUR to project management
• 67.000 EUR for beta development 2010
App:
• 47.000 EUR for iPhone og Android app
• 67.000 EUR for routes
• 13.500 EUR annual budget 2011 and 2012
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41. Sitet in numbers – user created content
• +30.000 monthly users (increasing)
• 2000 new profiles
• 500 new places/stories
• 5.000 pictures
• 3.500 comments (600 valid)
• 4.700 tags (DK) 4.000 (UK)
• 3.000 links
• 9.000 iPhone app + 4.000 Android
• 1.206 dk Facebookfans, 800 users
• 8.000 external links
• 80 active widgets
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42. More platforms
Sharing information, experiences and users
• WWW
• 1001stories.dk (eng)
• mobilsite,
iPhoneapp+ Android
• Widgets/iframes
• Webservices DR,
DBC
• GPS
• Facebook
• Newsletter, Rss
feeds, podcast
• YouTube
• Google Adwords og 42
42
SEO

43. Campaigning heritage in a social media reality…
Traffic and users don’t come
easy no matter how exciting
your content is
43

44. You have to work
for it!
44

45. Sociale media is
• A place for grooming (Robin
Dunbar)
• A place to be attractive to
others
• And socialize
45

46. Elements in the 1001- campaign:
• A detailed PR-plan
• Use celebrities
• Media campaigns in local and
national media
• International presentations and
PR about the site
• Post launches – ex. new
development (apps, routes)
• New campaigns
• New media campaigns
46

47. A new campaign ”European stories”

48. Partner collaborations via widgets &
webservices
municipalities
VisitDk local sites
Danish
Broadcasting
Cooperation
Museums
48

49. SEO and linkbuilding
Links from other sites are vital for your
traffic!
July 2010 - Jan 2012
90.869 visits from 2.018
references!
49

50. Where do our users
come from?
References has mainly been created via SEO and link building
50

51. Other sites like 1001:
www.platsr.se and
www.digitaltfortalt.no
51

52. All over the world – the same trend
Share, share, share
Google art project
Europeana.org
52

53. questions today:
• Does the digital world promote the most poplar
heritage sites? Yes and no
• What opportunities will online media give for user
involvement in the determination of pictures? The
digital media makes it possible to involve citizens
• What thoughts and visions will the user have when
he/she upload pictures on the web? Hear me, see me!
or hear it see it
• Where do we want to be visible? Where the others are
- in niches
• Does the digital universe change our perception of the
pictures and place? No, I do not think so
• Who will expose the material? The state? Google?
Governmental Culture Agencies? or local institutions?
All are co-creators of the history – that is the point
53

54. Things to remember
54

55. 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
55

56. Don’t use social media if you:
• Close at 5 pm
• Don’t have the time or ressources
to respond
• Only want to make small
”like”-revolutions
• are secretive and don’t want to
share your knowledge
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57. Remember humor!

58. Other advice to social media campaigning:
• make language versions
• think about your operating budget from the
beginning
• Use tracking, linkbuilding and SEO
• make webservices, widget & share, share, share
• tailor your message & use the press
• try new stuff - be brave
• ask and use your users
• Have fun!
58

59. And remember…:
”There ain’t no such thing as a free lunch”

60. Users are nice but needy:
Love them, lead them, listen to
them, engage them
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61. Thank you!
See you at:
www.1001fortællinger.dk
www.1001stories.dk
“The more you know, the more
you care & the more you share.”
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