Adda maersk lbi

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Adda maersk lbi

  1. 1. ADDA DAYConvergence of Owned, Earned & Paid MediaLBi  Nordics  |    November,  2012  |    Be4na  Sherain,  CEO  
  2. 2. THE DIGITAL GIANTS GAINED POWER: CONSUMERSCHANGED
  3. 3. THE GAME WASREDEFINED
  4. 4. BROADCASTCENTRIC
  5. 5. COMPLEX MEDIALANDSCAPE Earned media Owned media Paid media
  6. 6. REACH & RELEVANCE PROSPECTIVE CUSTOMERS CURRENT CUSTOMERS SOCIAL MEDIA COMMUNITY SOCIAL ACTIVITY
  7. 7. THE EVOLUTIONOF THE POSTLAUNCH PROCESS
  8. 8. THECONVERGENCE Earned Media Paid Media Owned Media
  9. 9. WE NEEDTO CHANGE STRUCTURES PROCESSES
  10. 10. BEFORE BUILD PUSH WEBSITES BIG CAMPAIGNS  
  11. 11. BEFORE:Content developed in isolation SILOS Ad Digital PR Agencies Agencies Agencies
  12. 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. 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. 14. SUCCESS COMES WITHTHE EMPOWERMENT OFPEOPLE, ORGANISATIONAND TECHNOLOGY
  15. 15. IT’S A JOURNEY
  16. 16. WHAT’S NEXTTHE CONNECTION OF SOCIAL,DIGITAL AND MEDIA STRATEGIES….TO MAKE BRANDS SHAREABLE
  17. 17. MAERSK GROUPSOCIAL MEDIAMaking Maersk socialMaersk  Group|    November,  2012  |    Anna  Granholm-­‐Brun  
  18. 18. THE CHALLENGE
  19. 19. THE JOURNEY
  20. 20. STRATEGY- SOCIAL VALUE PROPOSITION
  21. 21. B2B B2C
  22. 22. KPI framework
  23. 23. SO HOW DO WECAPTURE SOCIALOPPORTUNITIES
  24. 24. Digital landscapeOwnedEarnedPaidShared
  25. 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. 26. THE STORY…
  27. 27. 661.000 FANS 70.000VISITS / MONTH
  28. 28. 5000MENTIONS / MONTH 3,000 FOLLOWERS
  29. 29. 70.000UNIQUE VIEWS / MONTH
  30. 30. 5,300 IMP. PER UPDATE / WEEK
  31. 31. GREATCONTENT- AWARENESS & ACTIVATION
  32. 32. 33
  33. 33. 34
  34. 34. 36
  35. 35. REACTIVEAPPROACHVS.PROACTIVEAPPROACH

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