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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+
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