Hkd2 energy telling a complicated story_erik haaland_statoil

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Hkd2 energy telling a complicated story_erik haaland_statoil

  1. 1. Telling a complicated storyH&K D2 Energy, 26 April 2012Erik Haaland 2012-04-26
  2. 2. There’s never been a better time for good ideas2 2012-04-26
  3. 3. Open channel for innovative thinking3 2012-04-26
  4. 4. Statoil’s Media PartnershipsStatoil selected four media partnerships to align themselves with authoritativecredible voices that reach their audience in targeted environments:4 2012-04-26
  5. 5. Informed Elite respond to media partnership content Explore the visual The Economist guide to global Energy Debate: energy needs choose the motion 450 Shale Gas 3.0% in the US 400 2.5% 350 What does the Arab Spring mean for 300 Is the future of the North 2.0% European gas? Sea renewable? 250 1.5% 200 150 1.0% 100 0.5% 50 0 0.0% 1.08 8.08 15.08 22.08 29.08 5.09 12.09 19.09 26.09 3.10 10.10 17.10 24.10 31.10 7.11 14.11 21.11 weekly new sign ups conversion rate Standard InMails send out date Current News/Partner Content send out date Key learning – what works • Country specific topics when targeting 1 region e.g. US • Using exclusivity message e.g. be the 1st to view/ only chosen by you • Linking InMail content to group content e.g. voting on the Economist poll • Integrating media partnership content – Inmails gain the highest % joining rate Graph shows conversion rate based on amount of InMails sent vs. weekly new sign ups5 2012-04-26
  6. 6. Telling a complicated storyErik HaalandSr. Consultanterhaa@statoil.comTel: +47 954 21 770www.statoil.com6 2012-04-26

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