The Smartest Port smart content
Geheel in lijn met de ambities van Port of Rotterdam was het thema van de Wereldhavendagen dit jaar The Smartest Port. Een thema dat vraagt om nieuwe vormen van event communicatie. Tijdens dé open dagen van de havenstad zie je de haven zoals je haar normaal nooit ziet; dit jaar hebben we dat ook online waargemaakt.
13 September 2016
A new feature this year were the Port Reporters. In collaboration with FunX, a competition was held to find two talented young people who were not afraid of a bit of media exposure. The two winners provided a behind-the-scenes account of the World Port Days via Facebook Live.
This activity was not only aimed at attracting more young people, but also at increasing the public profile of the programming. With different features, such as guided tours, exploration excursions, behind the scenes reports, and a Q&A session, the viewers were offered a varied programme of live videos. This was an ideal way for new target audiences to discover how diverse the event is, and to persuade them to visit World Port Days next year. The best-viewed video reached more than 50,000 people and was played by more than 18,000 times.
The content formula of the World Port Days was to make sure the content was used in the smartest possible way through the various channels, despite the limited resources available to the event organisers. We assigned a role to each channel, and decided which channels we would develop specific content for, as well as the best way to use the user-generated content, such as on Instagram.
One of the reasons for using live video was Facebook’s algorithm, which currently gives priority to (live) video in the timeline, even without paid advertising. In addition, the photography on the Facebook page was kept up-to-date and used as aesthetically as possible; the most popular picture got more than 1600 likes during the weekend of the event.
The content formula, which included live telecasts, was just one component of the digital strategy for the World Port Days. One of the most important channels was the website, which is centred around the programming and where excursion visitors can buy tickets. Visitors can set up a personal profile with their preferences to help guide them through the enormous range of demonstrations and excursions on offer.
This year the number of followers on Facebook was doubled, and we reached far more people than previous years via all the online channels, because each year we keep on expanding the channels even further. In this way we are establishing sustainable year-on-year growth for the reach.
We can’t wait for the anniversary year in 2017!
6 June 2016
When he was working as a scientific consultant for Steven Spielberg, John Underkoffler captured the imagination of many digital designers with his futuristic, gesture controlled UI in the film Minority Report. Spielberg said to Underkoffler: “Please tell me that in 50 years we still won't be operating a UI with a mouse and a keyboard!”
3 June 2016
Did you miss out on the TNW last week? Well then here are our five highlights of what turned out to be the biggest The Next Web Conference Europe ever in Amsterdam.