The document discusses VisitOSLO's digital content strategy to increase Oslo's digital footprint. Some key points are: 1. VisitOSLO aims to prioritize Oslo over its own brand and take a pioneering role in digital marketing. 2. Goals include activating Oslo residents, boosting city events, and having the same industry goals of increasing tourism turnover. 3. Strategies outlined include increasing user actions on owned channels, crowdsourcing content from others, and exposing their own content through responsive design and new services like an events API. 4. Metrics show a 60% increase in follower actions, 82% increase in third-party content, and 31% increase in exposures of owned content from May

1. VisitOSLOs digital content strategy
-It’s all about the digital footprint
BI, Oslo 23.10 2015
Katrine Mosfjeld, Director of Media & Campaigns, VisitOSLO, @KMosfjeld

4. www.visitoslo.com
1. Oslo is more important than VisitOSLO
2. We need the same goals as the industry Turnover
3. It’s important to activate the people of Oslo
4. Boost events in the city
5. VisitOSLO must take a pioneer role in digital marketing
After the evaluation process, these choices
will lead the way for VisitOSLO

5. www.visitoslo.com
1. Oslo is more important than VisitOSLO
2. We need the same goals as the industry Turnover
3. It’s important to activate the people of Oslo
4. Boost events in the city
5. VisitOSLO must take a pioneer role in digital marketing
After the evaluation process, these choices
will lead the way for VisitOSLO

6. www.visitoslo.com
1. Oslo is more important than VisitOSLO
2. We need the same goals as the industry Turnover
3. It’s important to activate the people of Oslo
4. Boost events in the city
5. VisitOSLO must take a pioneer role in digital marketing
After the evaluation process, these choices
will lead the way for VisitOSLO

10. www.visitoslo.com
2005
2013

12. www.visitoslo.com
…It’s all about
conquer these
screens with good
Oslo content!

13. Oslos Digital Footprint
-Whats that all about?

14. Oslos digital footprint –
KPIs
1. Actions from VisitOSLOs followers
2. Content created by others
3. Exposures of VisitOSLOs own content

15. 1. Actions from our own followers

16. Facebook

17. Instagram

18. Twitter

19. 2. Content created by others

20. #diggeroslo
– crowdsourcing inspiration for new design

21. www.visitoslo.com

22. Campaign: TripAdvisor

23. Hosting
international
media

24. And even boosting an
occational blogpost or
article
with traffic

25. Using the new
content in owned
channels

26. 3. Exposures of VisitOSLOs own content

27. Main content:
Products
News, articles and sections & other product
bundelings
6 languages

33. www.visitoslo.com

34. Usability increases exposures of our own
content

35. Listings as
inspirations
and triggers.

36. Responsive website
Increased traffic from Google organic, increased exposures per mobile user.

37. What’s on!

38. Service innovation also increases exposures
of our own content

39. www.visitoslo.com
New event list with
ticket information
created with info
from API from
Ticketmaster,
Billettportalen &
TicketCo

42. Oslo -
Official
City App

44. Partner API displaying our product information
to their audience

45. www.visitoslo.com

46. VisitOSLO just opened the API to our product
database

47. The idea boost the different Oslo services in
their own digital space, towards their
customers

48. Nettavisen first with
event calendar

49. Aftenposten.no plan to implement fall 2015

50. There will be a Hackaton on our data this fall
-Students from BI and Westerdahl ACT

51. An agency is working with a concept for an
unknown customer.

52. And who will be the first to make something
better than our own sites and apps?

53. Open API disrupts ordinary business models
But increases Oslos digital footprint
And prepares us for the next web

54. Oslo’s digital footprint –
May-Sept 15 vs 14.
1. Actions from VisitOSLOs followers:
660 010. + 60%
2. Content created by others:
169 894. + 82,1%
3. Exposures of VisitOSLOs own content:
12 298 929. + 31,2%

55. Blogg.visitoslo.com
visitoslo.com/bransjeweb