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Wednesday, October 16, 13
Idag ska vi prata om

Wednesday, October 16, 13
En skön kille i Timrå
Content Marketing – en fluga?
Redaktion – ett första steg?

Wednesday, October 16, 13
alternativt

Wednesday, October 16, 13
Skapa värde
Hela. Djävla. Tiden.

Wednesday, October 16, 13
@MatterHQ
Mathias Eriksson
Charlotte Henriksson
hello@matter.se
Wednesday, October 16, 13

@DetNya

@CharHenriksson
matter.se
Det här är Mats

Wednesday, October 16, 13
Källa: Klipp från Youtube http://www.youtube.com/watch?v=kx6I6_ox8to
Wednesday, October 16, 13
Sveriges största energisparexperiment

Wednesday, October 16, 13
Wednesday, October 16, 13
Vi kanske borde gå tillbaka några steg...

Wednesday, October 16, 13
Källa: Klipp från Youtube http://www.youtube.com/watch?v=SBjw0xDNHw4
Wednesday, October 16, 13
Det här var PR, reklam och en värdefull
tjänst för E.ONs kunder. Skapat av F&B

Wednesday, October 16, 13
Och allt integrerades med
hjälp av en redaktion.

Wednesday, October 16, 13
”Vi mannade upp, jobbade redaktionellt över gränserna och lyckades integrera
PR, reklam och sociala medier. Och det blev bra.”
Maria Rode, kampanjansvarig E.ON

Wednesday, October 16, 13
Redaktionen
Innehållstyper
Publiceringsflöde
Community Management

Wednesday, October 16, 13
Redaktionen
Innehållstyper
Publiceringsflöde
Community Management
Wednesday, October 16, 13

CPr
Content Progran

Vår plan för löpande
kommunikation och en
arbetsmodell för att
optimera den.
För att kunna agera och
interagera i rätt tid och på
rätt plats krävs det ett
strukturerat arbetssätt.

REAKTION
CC: http://www.flickr.com/photos/ufdc/
Wednesday, October 16, 13
Ett strukturerat arbetssätt
som vi låter en redaktion
ansvara för.

REDAKTION
CC: http://www.flickr.com/photos/ufdc/
Wednesday, October 16, 13
Redaktionen var
tvärfunktionell med
representanter från olika
delar av företaget samt
inblandade byråer.

Kundtjänst

Byrårer

Marknad

Sälj

PR

IT

...

CC: http://www.flickr.com/photos/ufdc/
Wednesday, October 16, 13
En innehålltyp är innehåll
paketerat på ett tydligt sätt.

Innehållstyper

”Experten”

Wednesday, October 16, 13

”Deltagaren”

”Fråga på stan”
Innehålltyperna togs ut i ett
publiceringsflöde.
Alltså – när, var och hur
dessa skulle publiceras.

Publiceringsflöde
Vecka
1
2
3
4
5
Wednesday, October 16, 13

Sajt

Nyhetsbrev

Facebook

Twitter

Instagram

Reklam

PR
Det var genom community
managementarbetet som vi fångade
upp Mats kommentarer på
Facebook.

Community Management
Facebook
Instagram

PR
Reklam

Twitter

Nyhetsbrev
Sajt

Wednesday, October 16, 13
Integrerad kommunikation
Vecka

Sajt

Nyhetsbrev

Facebook

3

Wednesday, October 16, 13

Reklam

PR

Mats

2

5

Instagram

Mats

1

4

Twitter

Mats engagemang blev därför
uppmärksammat och tillsammans
med redaktionen togs inlägget
tillvara på som gjorde att E.ON
kunde använda det som en del i sin
kommunikation.

Mats

Mats

Mats
MATTER

Wednesday, October 16, 13
Wednesday, October 16, 13
Kreatörer,

Wednesday, October 16, 13
Kreatörer, strateger

Wednesday, October 16, 13
Kreatörer, strateger
& producenter

Wednesday, October 16, 13
Kreatörer, strateger
& producenter

Wednesday, October 16, 13
Wednesday, October 16, 13
Content Strategy + Content Marketing

Wednesday, October 16, 13
Podcasts, koncept, digitala magasin,
e-handel, videoproduktion,
inbound marketing osv

Wednesday, October 16, 13
Kundfokus?

Wednesday, October 16, 13
Kundfokus?
Kundens kund.

Wednesday, October 16, 13
Strategisk Content Marketing

Wednesday, October 16, 13
2010

Wednesday, October 16, 13
2010

Wednesday, October 16, 13

2011
2010

Wednesday, October 16, 13

2011

2012
2010

Wednesday, October 16, 13

2011

2012

2013
Det går bra nu

Wednesday, October 16, 13
Det går bra nu?

Wednesday, October 16, 13
Content Marketing går bra nu

Wednesday, October 16, 13
Källa: Google Trends 20130926 sökning på “Content Marketing” i hela världen, indextal.
Wednesday, October 16, 13
Content is King

Wednesday, October 16, 13
Conversation is King
Joakim Jardenberg, episk internetsnubbe

Wednesday, October 16, 13
Value is King
Matter, Mathias & Charlotte

Wednesday, October 16, 13
Svaret är alltså ja.

Wednesday, October 16, 13
Content marketing är en fluga

Wednesday, October 16, 13
Content marketing är en fluga
på goda grunder

Wednesday, October 16, 13
Value is King

Wednesday, October 16, 13
Skapa värde
Hela. Djävla. Tiden.

Wednesday, October 16, 13
Tre andra sätt att skapa
värde för sina kunder.

Wednesday, October 16, 13
Framtidens redaktion

Wednesday, October 16, 13
Hur Aftonbladet jobbar med tv.

Wednesday, October 16, 13
Handlar det om on-demand
eller tablå-tv på nätet?

Wednesday, October 16, 13
Wednesday, October 16, 13
Meta-redaktion
80-90 % av trafiken

Wednesday, October 16, 13
Alltså, en redaktör ovanpå en redaktion.

Wednesday, October 16, 13
Skapa värde

Wednesday, October 16, 13
Från flagship till Repair Shop
Laga dina Nudies gratis
Använd dem längre
Sälj dem och köp nya

Wednesday, October 16, 13
“Vi säljer betydligt mer
i våra butiker idag. För
vi har fler människor
i butikerna.”
Joakim Levin, medgrundare Nudie Jeans Co.

Wednesday, October 16, 13
Se filmen på YouTube här!
Wednesday, October 16, 13
Wednesday, October 16, 13
Ett digitalt magasin och en digital
planeringsstjänst i ett

Wednesday, October 16, 13
Läs och inpireras

Wednesday, October 16, 13
Hitta en plats att
besöka. Klicka!

Wednesday, October 16, 13
Och den läggs till
i din rutt!

Wednesday, October 16, 13
Seeding
Blogger outreach
Content Strategy
Mobile content
Social PR
Content marketing
Inbound marketing
Native advertising
Storytelling
Corporate journalism
Big Data Storydoing
Branded content
CRM-strategy
Vanlig hederlig PR
TVC
Wednesday, October 16, 13
Seeding
Blogger outreach
Content Strategy
Mobile content
Social PR
Content marketing
Inbound marketing
Native advertising
Kalla det vad du vill
Storytelling
Corporate journalism
Big Data Storydoing
Branded content
CRM-strategy
Vanlig hederlig PR
TVC
Wednesday, October 16, 13
Det handlar om affärsmodeller
och briljansen finns här:
Våga se alla strömmar från dig till
kunden som värdeskapande.
Oavsett om det handlar om
kommunikation. Ompröva vilken
ström du tar betalt för.

Källa: Bild från Business Model Generation (CC-BY)
Wednesday, October 16, 13
Skapa värde
Hela. Djävla. Tiden.

Wednesday, October 16, 13
OK. Är vi överens?

Wednesday, October 16, 13
Bra. Då startar du lämpligt nog
med att sätta en redaktion på plats.

Wednesday, October 16, 13
Gör så här

Wednesday, October 16, 13
ETT

Wednesday, October 16, 13
Läsaren. Ta reda på vad din kund faktiskt
behöver och vill ha. Vad är värdefullt för hen?

Wednesday, October 16, 13
TVÅ

Wednesday, October 16, 13
Vad ska du uppnå? Förtydliga affärsmål
och koppla dem till kommunikationsmål.

Wednesday, October 16, 13
TRE

Wednesday, October 16, 13
Kartlägg ditt varumärkes assets. Vad har ni som
är unikt och värdefullt att bjuda er omvärld på?

Wednesday, October 16, 13
Sedan sätter du en redaktion på att
samarbeta över avdelnings- och byrågränser.
För era läsare. Mot era mål.
Med era assets som material.

Wednesday, October 16, 13
ETT, TVÅ & TRE

Wednesday, October 16, 13
Och ärligt talat, vad har du
för skäl att låta bli?

Wednesday, October 16, 13
Skapa värde
Hela. Djävla. Tiden.

Wednesday, October 16, 13
TACK!

Wednesday, October 16, 13

hello@matter.se
@MatterHQ
matter.se
@DetNya
@CharHenriksson
Vi håller sessions för dig som vill bygga en
redaktion eller t ex bli mer mobil eller
inbound. Sessioner är gratis och nås här:

bit.ly/mttr-cm
Wednesday, October 16, 13

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