ADDA DAY Convergence of Owned, Earned & Paid Media

LBi  Nordics  |    November,  2012  |    Be4na  Sherain,  CEO  

THE DIGITAL GIANTS GAINED POWER:

CONSUMERS

CHANGED

THE GAME WAS REDEFINED

BROADCAST CENTRIC

Owned media

Paid media

Earned media

COMPLEX MEDIA LANDSCAPE

PROSPECTIVE CUSTOMERS

CURRENT CUSTOMERS

SOCIAL MEDIA COMMUNITY

SOCIAL ACTIVITY

REACH & RELEVANCE

THE EVOLUTION OF THE POST LAUNCH PROCESS

THE CONVERGENCE

Owned Media

Paid Media

Earned Media

WE NEED TO CHANGE

PROCESSES STRUCTURES

BEFORE

PUSH BIG CAMPAIGNS

 

BUILD WEBSITES

PUSH BIG CAMPAIGNS

 

BEFORE: Content developed in isolation

SILOS

Ad Agencies

Digital Agencies

PR Agencies

TODAY: The convergence of earned + owned + paid drives AGENCY CONVERGENCE

COLLABORATION & COORDINATION

Digital Agencies

PR Agencies

Earned, Owned, Paid

Earned, Owned, Paid

Earned, Owned, Paid

Ad Agencies

THE NEW REALITY: MORE CONTENT, LESS MONEY

EVERY MARKETER IS FORCED TO DO MORE WITH LESS

The need for content grows

THE HUNGRY SOCIAL BEAST

The media landscape

evolves

MYRIAD TOUCHPOINTS

Get more mileage out of your content

PRESSURE ON PRODUCTION COST

People talk

SPEEDY REACTIONS

SUCCESS COMES WITH THE EMPOWERMENT OF PEOPLE, ORGANISATION AND TECHNOLOGY

IT’S A JOURNEY

THE CONNECTION OF SOCIAL, DIGITAL AND MEDIA STRATEGIES…. TO MAKE BRANDS SHAREABLE

WHAT’S NEXT

MAERSK GROUP SOCIAL MEDIA Making Maersk social

Maersk  Group|    November,  2012  |    Anna  Granholm-­‐Brun  

THE CHALLENGE

THE JOURNEY

STRATEGY - SOCIAL VALUE PROPOSITION

B2B B2C

KPI framework

SO HOW DO WE CAPTURE SOCIAL OPPORTUNITIES

Digital landscape

Owned

Earned

Paid

Shared

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Maersk touch points

We are Maersk

Maersk.com Maersk Fleet

WorldsLargestShip

Owned Platforms Social Platforms

Facebook Twitter

Blog Google+

Linkedin

Youtube

Instagram Storify Weibo

Maersk Drilling Maersk Oil Maersk Line APM Terminals

Business Units

THE STORY…

661.000 FANS 70.000

VISITS / MONTH

5000 MENTIONS / MONTH

3,000 FOLLOWERS

70.000 UNIQUE VIEWS / MONTH

5,300 IMP. PER UPDATE / WEEK

GREAT CONTENT - AWARENESS & ACTIVATION

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REACTIVE APPROACH VS. PROACTIVE APPROACH