22. selfie lessons: think UGC
mobile
social
iPhone
WiFi
familyFacebook
FaceTime
WhatsApp
Twittersharing
global
tablet
Instagram P2P multi-platform
apps
25. 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?
26. 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!
27. 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!
28. Where do they tell their stories?
Pardon me, do you mind if I photograph your shadow?
29. selfie lessons: think UGC
mobile
social
iPhone
WiFi access
familyFacebook
FaceTime
WhatsApp
Twittersharing
global
tablet
Instagram P2P
multi-platform
30. 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?
32. How do you measure who visits ?
• That’s what Big Data is all about
• Let’s discuss during roundtable
33. 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
34. Tip: think like a distributor … not
like a creator
bronze cyclist
35. 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
36. What ^ stories will visitors tell
about your place and your people?