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Marianne Otterdahl Møller - Multinational and multichannel market communication
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Marianne Otterdahl Møller - Multinational and multichannel market communication

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This speech was given at the eZ Conference 2011.

This speech was given at the eZ Conference 2011.

More details : http://london2011.ez.no

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  • Here to talk aboutfish…Story abouthowgoodcollaborationsecuredsuccess in handling multilocation; multisite; multiplatform; multilanguage
  • First thing first…
  • 10 years now!How we were thinking back then
  • How we think now. What has happened?Competition, noiseMust create extra value to attract users
  • Crucial when developing the solution we´ll look at today
  • We work closely togetherAlso with customers and partners (eZ)
  • Enthusiasm is the key
  • Traditionally: biz or techMust always prioritize the end users needsDesign thinking
  • …which brings us to the challenge we´ll look at today
  • So what´s the story?
  • Norwegianseafood: healthy, safe, fresh, premiumqualityPromoteNorwegian seafoodacrosstheworldFinanced by seafoodindustry by taxon all exportsof Norwegian fish and seafoodReports to thegovernment – deptofseafood
  • 50 million euros marketing budgetMarketingshallincreasedemand and knowledgeof Norwegian seafoodNSC is theindustry´scentralsource for stats, analysis and informationaboutthe businessMarket admission to Norwegian seafoodNSCshallcontribute to increasingtheindustry´sreputation by activelyinformingthe mediaCommunication and awareness
  • Export: new record 7th year in a row – 2011 looks good= Crucial industry for Norway!
  • Exports to over 140 countriesMain markets: France and RussiaChina (incl Hong Kong) = marketwithlargestgrowth2011: higher prices on seafood
  • What happens around the world?
  • So why do we work together?Started in 2009
  • Every market did their own campaignsFew possibilities to learn from each otherAdds more platforms to reach users
  • Strategy: from price- to quality competitionOperates to and from many countries – must have access to same materials Seafood.noBackground and newsGeneral infoOrder marketing materialsBase for nations respective homepagesBetter exchange of learning experiences between the officesLifecycle customer – more structured management of the site and developmentsWebforum
  • Importance for the customer to understand the company throughout various channels and platforms
  • Offices in 11 countries – how to handle communication across borders?How to learn from each other?Small administrative staff at HQStandard English language on all campaigns – easy to understand Easy access to other countries campaigns
  • Few people in adminSlim organizationEconomies of scale is the goal – when handling it
  • Main B2C site in NorwayClear objective: eat more fishAlready know about market; quality; health; etc
  • Main B2C site in Sweden But: more focus on background info + market demands it
  • Main B2C site USFocus on salmonImportant to create community
  • Site targeted towards childrenSome same content (recipes)Other elements adapted to target market
  • Main B2B site (int´l)Market information Available in several languages
  • iPhone appsRecipes output on mobile platformsIT PT DE
  • Meaning:Happy customer = consistent brand experienceHappy company = easy to handle
  • Projects currently planned:Mobile main focus area – connection between mobile web and appSoMe adaption – need to create community and integrate with customers Mobile optimization of web content Odoscope analysis makes the job easierOrg: learn from other markets – started Webforum– more efficient organizaiton
  • Needs to be a balance between all the needsThe customers experience is always in focus
  • Lookin good!Further integration intoeZWell-trained staff
  • …and remember – eat more fish!From Norway!

Marianne Otterdahl Møller - Multinational and multichannel market communication Marianne Otterdahl Møller - Multinational and multichannel market communication Presentation Transcript

  • Who areMaking Waves?
    17.06.11
    © MAKING WAVES
    3
  • The evolution of Making Waves
    2001
    Design
    Awesome website
    Tech
  • The evolution of Making Waves
    2010
    2009
    2011
    Strategy
    Design
    Awesome experience
    Tech
  • We believe multidisciplinary teams are needed to drive innovation
  • Multidisciplinary teams -> Innovation
    Strategi-rådgivning
    Strategy
    consulting
    “magic”
    Teknologi
    Design
    Design
    Technology
  • Making Waves has close to 200 enthusiastic people who embrace this multidisciplinary approach
  • We always focus on real user needs
    Business
    “viability”
    User needs
    “desirability”
    Technology
    “feasibility”
  • «Multiple touchpoints and over time»
  • Norwegian Seafood
    In context
    17.06.11
    © MAKING WAVES
    11
  • Norwegian Seafood Council promote Norwegian seafoodonbehalfoftheseafoodindustry
  • Marketing
    Market intelligence
    Communication
    Norwegian Seafood Council
    The customer
    17.06.11
    © MAKING WAVES
    13
  • 6.8 billion EUR
    exportvalue in 2010
    Seafood is Norway’s
    thirdlargestexportitem
    Norway is thesecondbiggest
    seafoodexporter in theworld
    Norwegian seafood
    Massive industry!!
    17.06.11
    © MAKING WAVES
    14
  • The seafood goes where…?
    17.06.11
    © MAKING WAVES
    15
  • 37 million
    Meals of Norwegian seafood served
    - every day!
    Norwegian seafood
    Eat more fish!
    17.06.11
    © MAKING WAVES
    16
  • The challenge
    17.06.11
    © MAKING WAVES
    17
  • Consistent market communication
    Multilocation and multilanguage
    Multi-platform output
    The challenges
    17.06.11
    © MAKING WAVES
    18
  • Vision :
    People from around the world shall know that the best seafood comes from Norway
    Values :
    Norwegian seafood is natural, safe and a source to excellent food experiences
    Consistent market communication
    The challenge
    17.06.11
    © MAKING WAVES
    19
  • Multi-location and multi-language
    The challenge
    17.06.11
    © MAKING WAVES
    21
  • Multi-platform output
    The challenge
    17.06.11
    © MAKING WAVES
    22
  • 17.06.11
    © MAKING WAVES
    23
  • 17.06.11
    © MAKING WAVES
    24
  • Multi-site and multiplatform
    17.06.11
    © MAKING WAVES
    25
  • Multi-site and multiplatform
    17.06.11
    © MAKING WAVES
    26
  • Multi-site and multiplatform
    17.06.11
    © MAKING WAVES
    27
  • Multi-site and multiplatform
    17.06.11
    © MAKING WAVES
    28
  • Multi-platform output
    The challenge
    17.06.11
    © MAKING WAVES
    29
  • The solution
    17.06.11
    © MAKING WAVES
    30
  • Different websites for different target groups
    One content can easily be published on several digital platforms
    Easy access to content from other countries
    Easy handling of multilanguage websites
    The solution
    17.06.11
    © MAKING WAVES
    31
  • Mobile-adapted website
    Further integration with social media
    Analysis
    Keep training the organization to use digital channels
    The future
    17.06.11
    © MAKING WAVES
    32
  • Customers
    Organization
    Services
  • The future
    17.06.11
    © MAKING WAVES
    34