Marianne Otterdahl Møller - Multinational and multichannel market communication

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This speech was given at the eZ Conference 2011.

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

Published in: Technology, News & Politics
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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

    1. 1.
    2. 2.
    3. 3. Who areMaking Waves?<br />17.06.11<br />© MAKING WAVES<br />3<br />
    4. 4. The evolution of Making Waves<br />2001<br />Design<br />Awesome website<br />Tech<br />
    5. 5. The evolution of Making Waves<br />2010<br />2009<br />2011<br />Strategy<br />Design<br />Awesome experience<br />Tech<br />
    6. 6. We believe multidisciplinary teams are needed to drive innovation<br />
    7. 7. Multidisciplinary teams -> Innovation<br />Strategi-rådgivning<br />Strategy<br />consulting<br />“magic”<br />Teknologi<br />Design<br />Design<br />Technology<br />
    8. 8. Making Waves has close to 200 enthusiastic people who embrace this multidisciplinary approach<br />
    9. 9. We always focus on real user needs<br />Business<br />“viability”<br />User needs<br />“desirability”<br />Technology<br />“feasibility”<br />
    10. 10. «Multiple touchpoints and over time»<br />
    11. 11. Norwegian Seafood<br />In context<br />17.06.11<br />© MAKING WAVES<br />11<br />
    12. 12. Norwegian Seafood Council promote Norwegian seafoodonbehalfoftheseafoodindustry<br />
    13. 13. Marketing <br />Market intelligence<br />Communication <br />Norwegian Seafood Council <br />The customer <br />17.06.11<br />© MAKING WAVES<br />13<br />
    14. 14. 6.8 billion EUR<br />exportvalue in 2010<br />Seafood is Norway’s<br />thirdlargestexportitem<br />Norway is thesecondbiggest<br />seafoodexporter in theworld<br />Norwegian seafood<br />Massive industry!!<br />17.06.11<br />© MAKING WAVES<br />14<br />
    15. 15. The seafood goes where…?<br />17.06.11<br />© MAKING WAVES<br />15<br />
    16. 16. 37 million<br />Meals of Norwegian seafood served<br /> - every day!<br />Norwegian seafood<br />Eat more fish!<br />17.06.11<br />© MAKING WAVES<br />16<br />
    17. 17. The challenge <br />17.06.11<br />© MAKING WAVES<br />17<br />
    18. 18. Consistent market communication <br />Multilocation and multilanguage<br />Multi-platform output <br />The challenges <br />17.06.11<br />© MAKING WAVES<br />18<br />
    19. 19. Vision :<br />People from around the world shall know that the best seafood comes from Norway<br />Values :<br />Norwegian seafood is natural, safe and a source to excellent food experiences<br />Consistent market communication<br />The challenge <br />17.06.11<br />© MAKING WAVES<br />19<br />
    20. 20.
    21. 21. Multi-location and multi-language<br />The challenge <br />17.06.11<br />© MAKING WAVES<br />21<br />
    22. 22. Multi-platform output<br />The challenge<br />17.06.11<br />© MAKING WAVES<br />22<br />
    23. 23. 17.06.11<br />© MAKING WAVES<br />23<br />
    24. 24. 17.06.11<br />© MAKING WAVES<br />24<br />
    25. 25. Multi-site and multiplatform<br />17.06.11<br />© MAKING WAVES<br />25<br />
    26. 26. Multi-site and multiplatform<br />17.06.11<br />© MAKING WAVES<br />26<br />
    27. 27. Multi-site and multiplatform<br />17.06.11<br />© MAKING WAVES<br />27<br />
    28. 28. Multi-site and multiplatform<br />17.06.11<br />© MAKING WAVES<br />28<br />
    29. 29. Multi-platform output<br />The challenge<br />17.06.11<br />© MAKING WAVES<br />29<br />
    30. 30. The solution<br />17.06.11<br />© MAKING WAVES<br />30<br />
    31. 31. Different websites for different target groups<br />One content can easily be published on several digital platforms<br />Easy access to content from other countries<br />Easy handling of multilanguage websites<br />The solution<br />17.06.11<br />© MAKING WAVES<br />31<br />
    32. 32. Mobile-adapted website<br />Further integration with social media<br />Analysis <br />Keep training the organization to use digital channels<br />The future<br />17.06.11<br />© MAKING WAVES<br />32<br />
    33. 33. Customers<br />Organization<br />Services<br />
    34. 34. The future <br />17.06.11<br />© MAKING WAVES<br />34<br />

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