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  • 1. ADDA DAYConvergence of Owned, Earned & Paid MediaLBi  Nordics  |    November,  2012  |    Be4na  Sherain,  CEO  
  • 2. THE DIGITAL GIANTS GAINED POWER: CONSUMERSCHANGED
  • 3. THE GAME WASREDEFINED
  • 4. BROADCASTCENTRIC
  • 5. COMPLEX MEDIALANDSCAPE Earned media Owned media Paid media
  • 6. REACH & RELEVANCE PROSPECTIVE CUSTOMERS CURRENT CUSTOMERS SOCIAL MEDIA COMMUNITY SOCIAL ACTIVITY
  • 7. THE EVOLUTIONOF THE POSTLAUNCH PROCESS
  • 8. THECONVERGENCE Earned Media Paid Media Owned Media
  • 9. WE NEEDTO CHANGE STRUCTURES PROCESSES
  • 10. BEFORE BUILD PUSH WEBSITES BIG CAMPAIGNS  
  • 11. BEFORE:Content developed in isolation SILOS Ad Digital PR Agencies Agencies Agencies
  • 12. TODAY:The convergence of earned + owned + paid drivesAGENCY CONVERGENCE COLLABORATION & COORDINATION Earned, Earned, Earned, Owned, Paid Owned, Paid Owned, Paid Ad Digital PR Agencies Agencies Agencies
  • 13. The need for The media content grows landscape evolves THE HUNGRY MYRIAD SOCIAL BEAST TOUCHPOINTS EVERYTHE NEW REALITY: MARKETERMORE CONTENT, IS FORCEDLESS MONEY TO DO MORE WITH LESS Get more People talk mileage out of your content PRESSURE ON SPEEDY REACTIONS PRODUCTION COST
  • 14. SUCCESS COMES WITHTHE EMPOWERMENT OFPEOPLE, ORGANISATIONAND TECHNOLOGY
  • 15. IT’S A JOURNEY
  • 16. WHAT’S NEXTTHE CONNECTION OF SOCIAL,DIGITAL AND MEDIA STRATEGIES….TO MAKE BRANDS SHAREABLE
  • 17. MAERSK GROUPSOCIAL MEDIAMaking Maersk socialMaersk  Group|    November,  2012  |    Anna  Granholm-­‐Brun  
  • 18. THE CHALLENGE
  • 19. THE JOURNEY
  • 20. STRATEGY- SOCIAL VALUE PROPOSITION
  • 21. B2B B2C
  • 22. KPI framework
  • 23. SO HOW DO WECAPTURE SOCIALOPPORTUNITIES
  • 24. Digital landscapeOwnedEarnedPaidShared
  • 25. Maersk touch points Facebook Twitter Linkedin Maersk.com Maersk Fleet Blog Google+ Youtube We are Maersk WorldsLargestShip Instagram Storify Weibo Owned Platforms Social Platforms Business Units Maersk Drilling Maersk Oil Maersk Line APM Terminals 26
  • 26. THE STORY…
  • 27. 661.000 FANS 70.000VISITS / MONTH
  • 28. 5000MENTIONS / MONTH 3,000 FOLLOWERS
  • 29. 70.000UNIQUE VIEWS / MONTH
  • 30. 5,300 IMP. PER UPDATE / WEEK
  • 31. GREATCONTENT- AWARENESS & ACTIVATION
  • 32. 33
  • 33. 34
  • 34. 36
  • 35. REACTIVEAPPROACHVS.PROACTIVEAPPROACH