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Dovre Group – Standing out from the crowd Digital and marketing development - Standing out from the
crowd in global large projects staffing business
Mikko Marsio Marketing, Business development and Digital, Dovre Group plc.
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OUR BUSINESS CONTEXT
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Oil & Gas Projects staffing - Competences and context
Oil & Gas Projects staffing
COMPETENCES CONTEXT
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Digital concepts and Oil & Gas projects – Two different worlds
ENGINEER, RATIONAL, BIG, CONSERVATIVE, INVESTMENTS, ROUGH, SERIOUS, PROJECT,
PROCESS FLOW, LARGE CORPORATIONS, RISK AVERSE, DOCUMENTATION, CONTROL,
TANGLIBLE ASSETS, QUALITY, PRODUCTION
USER EXPERIENCE, CONCEPTS, STARTUPS, IRRATIONAL, BEHAVIOR, EMOTIONS,
SCALABILITY, PROJECT, BRANDS, RISK TAKERS, MARKETING, INTANGLIBLE ASSETS,
GROWTH, SERVICE, CREATIVITY, INNOVATION
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Window of opportunity Heavy industry and HR – Conservatism driven current state is also an opportunity
MIT Center for Digital Business & Capgemini Consulting, 2012
Creating People Advantage report 2012, World Federation of People Management Associations and Boston Consulting Group
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Changing the business mindset
STAFFING OPERATIONS
SERVICE BUSINESS
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Our digital development principles
Get the “beta” versions out for real user
testing
If it does not first work on paper – Don’t
do it
Imagination drives
development
Modular structure
Internet does not recognize
industries
Outside-in view of the
business
User experience
first, technology
second
Business & Service dev. projects, not
IT
Let’s not reinvent the
wheel
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Banks – Learnings from online self-
service
Five star hotels in Asia – To learn
from best service in the world
Uber – Service as built and offered
today
Gamification – How to utilize in
this business
Community Recommendations
driving business
Airliners – Home of loyalty programs
Hotel concierges – Personal service
and advise
Power and utilization of data
for benefit of business
Breaking the ice for self-promotion
and branding
We learn and get ideas across industries
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Our Dovre Club – Consumerized staffing business service Community based service which provides personalized experience and drives our global presence
FOR PROJECT PROFESSIONALS*
• Self-service to promote work experience, competencies and availability to optimize job match
• 24/7 access to work related documents, payroll information, time sheets, expenses, etc.
• Dovre Club Rewards – First global rewards program in Oil & Gas staffing Exclusive resorts and villas, luxury accessories, digital equipment, etc.
Points are earned by job and friend referrals, profile updates…
• Club is accessible from all devices
Dovre Club is a non-industry specific service concept
https://www.youtube.com/watch?v=66MbL57pSKo
*Dovre Club has three target groups with defined offerings: Project professionals, Clients and Internal staff
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Our Dovre Club is unique Examples
External user driven service and design
First global rewards program in large projects staffing
Easy, transparent, 24/7 job referrals
program
CV generator with clean design and
modular technology
Dovre Club Admin – Customized easy to
use CMS for our staff
Performance dashboard with
design suitable also for non-digital savvy
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Club Rewards – First global rewards program in O&G staffing Points are earned by job and friend referrals, profile updates, birthdays… being an active member
• Rewarding our members from activities which have business benefit for us
• Exclusive resorts and villas, luxury accessories, digital equipment, etc.
• Monthly draws for all members
• Rewards drive engagement = activity level of members, retention and word of mouth
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We believe in ‘People to People’ (P2P) marketing Comparing traditional B2B marketing communications to our P2P approach
Serious-minded, features, lists
Campaigns, stories, facts, pinch of fun is not away from professionalism
Pushing the message to audience
Engaging with people and
Communities
Rational facts Emotions, facts, stories
Rationale thinking and decisions, no emotions at
work
Drilling supervisor… and a dad, sports enthusiastic, scuba diver
Unknown men in hard hats construction yard as a
background
Real people, real pictures, drawings, icons
Linkedin = Recruiting channel for HR
Linkedin = A place to engage and build brand experience + Recruiting
Approach to communications
Beliefs of decision making
Style of communications
Involvement
Images
Social media, case Linkedin
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‘Consumer style’ campaigns Campaigns, stories, facts, pinch of fun is not away from professionalism
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We love great stories
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Real people, real pictures, drawings, icons
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People to People engagement… marketing Dovre Club Membership communications and social media content support each other
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Location based communities
Digital communities
Expertise based communities Project
communities
Communities driven marketing and operations Utilizing the fact - People are connected to each other because of same projects, location, expertise, interest areas
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Project Professionals marketing process Utilization of marketing mindset and tools to engage with people before there is a job in hand
• Brand awareness in the oil & gas and large projects communities
• Attract and acquire project professionals to join Dovre Club • Optimization of member base with desired
profiles
• Targeted campaigns up to 1to1 communications
• Generation of content which resonates with different communities
SEGMENTATION AND TARGETING
SERVICE OFFERINGS
EXPERIENCE DESIGNING
BRAND MANAGEMENT
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We love data, trends and insights Digital footprints enable us to monitor and analyze efficiency and impact of our operations
• Marketing campaigns and activities efficiency and impact
• Jobs processing volumes and efficiency e.g. conversion
• Dovre Club members behavioral data and analytics
• Member base optimization analytics
• Metrics data and trends visible to our staff from back-office CMS tool
• Google Analytics, Linkedin analytical insights… of course in active use
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General inquiries Mikko Marsio [email protected] fi.linkedin.com/in/mikkomarsio/ https://twitter.com/MikkoMarsio
Dovre Club Marjo Pulkkinen [email protected] fi.linkedin.com/in/marjopulkkinen
Marketing communications Sabine Doms [email protected] fi.linkedin.com/pub/sabine-doms/4/5b9/417
