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- 1. KLAUS HØEG-HAGENSEN EGMONT PUBLISHING “FREMTIDEN FOR PUBLISHING
- 2. Egmont historien 2016 THE TEAM
- 3. Mission
- 4. Størrelse
- 5. Omsætning 12 Mia. DKK EBITDA 1,7 Mia. DKK Egenkapital 5,3 Mia.DKK Egenkapitalforrentning Årligt gennemsnit, før skat 17%
- 11. Selvreflektion
- 12. Ude af hjemmet
- 13. Familieøjeblikke
- 16. Omsætning 2015 26% 30%8%* 43% 16 * Cappelen Damm og Lindhardt og Ringhof
- 20. TOTAL OMSÆTNING 2016 EUR 521m <Slide BØGER 18%MAGASINER & UGEBLADE 74% DIGITAL 8%
- 21. Det ‘nye’ Egmont Publishing Multimedia Publishing Vores ‘Healthy Core’ E-handel Vores ‘Growth’ forretning Marketing services Vores ‘Growth’ kandidat
- 23. Annoncebureauer Digitale bureauer Social media bureauer PR bureauer Mediebureauer Client publishing bureauer Konkurrencepræget marked Marketing Services
- 24. Investeringsfokus Back-end Front-end Tekst Video Foto Events Facebook Google Influencers Snapchatosv. Teknologi Indhold Distribution Kunde database Insight: Måling & brugerdata Initial Egmont investeringsfokus PR
- 26. your
- 27. JONAS INGVARDSEN & MARK MIKAEL MÜLLER PATCHWORK GROUP “KVALITET SOM KPI I CONTENT MARKETING”
- 28. MOD SOM KPI I FREMTIDENS CONTENT MARKETING Jonas Ingvardsen, strategic director Mark Mikael Müller, creative director
- 29. t: +45 42 70 19 80 www.patchworkgroup.com ©patchwork 201329 © ”IT WAS THE BEST OF TIMES IT WAS THE WORST OF TIMES” Charles Dickens
- 30. t: +45 42 70 19 80 www.patchworkgroup.com ©patchwork 201330 © 80 % SER CONTENT SOM FREMTIDENS KOMMUNIKATION Kilde: MyResearch, Trendanalysen 2016
- 31. t: +45 42 70 19 80 www.patchworkgroup.com ©patchwork 201331 © ALWAYS ON!! 8 zB INDHOLD 8 SEK. FOKUS 40 % ADBLOCKERS 71% IRRITATION
- 32. t: +45 42 70 19 80 www.patchworkgroup.com ©patchwork 201332 © ALWAYS OFF
- 33. t: +45 42 70 19 80 www.patchworkgroup.com ©patchwork 201333 © 74 % AF ALLE BRANDS KUNNE FORSVINDE UDEN AT NOGEN VILLE REAGERE Kilde: Havas , Meaningful brands Study, 2015
- 34. t: +45 42 70 19 80 www.patchworkgroup.com ©patchwork 201334 © 80 % SYMPATISERER MED BRANDS, DER SPILLER EN MENINGSFULD ROLLE Kilde: Havas, Meaningful brands Study, 2015
- 35. t: +45 42 70 19 80 www.patchworkgroup.com ©patchwork 2013 Kilde: Havas, Meaningful brands Study, 2015 BRANDS MED MENING HAR 50% HØJERE SHARE-OF-WALLET END ANDRE
- 36. t: +45 42 70 19 80 www.patchworkgroup.com ©patchwork 201336 © Kilde: Google, TNS & Ogilvy, 2014 PURPOSE = PURCHASE
- 37. t: +45 42 70 19 80 www.patchworkgroup.com ©patchwork 201337 © Kilde: xxxx 80 % VÆLGER BRANDS, DER SPILLER EN MENINGSFULD ROLLE
- 38. t: +45 42 70 19 80 www.patchworkgroup.com ©patchwork 201338 © 80 % VÆLGER BRANDS, DER SPILLER EN MENINGSFULD ROLLE
- 39. t: +45 42 70 19 80 www.patchworkgroup.com ©patchwork 2013 HVAD KAN DU GØRE FOR MIG? FØR HVAD KAN JEG GØRE FOR DIG? NU
- 40. t: +45 42 70 19 80 www.patchworkgroup.com ©patchwork 201341 © Copenhagen Stockholm Oslo Funktionelt Emotionelt Transformerende Produkt (USP) Branding (ESP) Purpose (PSP) Engagerende Handlende
- 41. t: +45 42 70 19 80 www.patchworkgroup.com ©patchwork 201342 © Copenhagen Stockholm Oslo Funktionelt Emotionelt Transformerende Produkt (USP) Branding (ESP) Purpose (PSP) Engagerende Handlende
- 42. t: +45 42 70 19 80 www.patchworkgroup.com ©patchwork 2013 ”WHEN THE WINDS OF CHANGE BLOW SOME BUILD WALLS OTHERS BUILD WINDMILLS” USP
- 43. t: +45 42 70 19 80 www.patchworkgroup.com ©patchwork 2013 ”WHEN THE WINDS OF CHANGE BLOW SOME BUILD WALLS OTHERS BUILD WINDMILLS” USPESP
- 44. t: +45 42 70 19 80 www.patchworkgroup.com ©patchwork 2013 ”WHEN THE WINDS OF CHANGE BLOW SOME BUILD WALLS OTHERS BUILD WINDMILLS” PSP
- 45. t: +45 42 70 19 80 www.patchworkgroup.com ©patchwork 201346 © UENDELIGT POTENIALE UD AF COMFORT ZONE
- 46. 0% 5% 10% 15% 20% 25% 30% 35% Improve my knowledge Improve my status Aspire better health Facilitate my interests Entertain me Top 5 – brand roles in social (consumer point of view) Kilde: Trendwatching
- 47. t: +45 42 70 19 80 www.patchworkgroup.com ©patchwork 2013 TVC? KNOWLEDGE
- 48. t: +45 42 70 19 80 www.patchworkgroup.com ©patchwork 2013 TVC?
- 49. t: +45 42 70 19 80 www.patchworkgroup.com ©patchwork 2013 TVC? LIFESTYLE
- 50. t: +45 42 70 19 80 www.patchworkgroup.com ©patchwork 2013 TVC? LIFESTYLE
- 51. t: +45 42 70 19 80 www.patchworkgroup.com ©patchwork 2013 TVC? STATUS
- 52. t: +45 42 70 19 80 www.patchworkgroup.com ©patchwork 2013 TVC? LIFESTYLE
- 53. t: +45 42 70 19 80 www.patchworkgroup.com ©patchwork 2013 TVC? EMPOWERMENT
- 54. t: +45 42 70 19 80 www.patchworkgroup.com ©patchwork 2013 TVC? EMPOWERMENT
- 55. t: +45 42 70 19 80 www.patchworkgroup.com ©patchwork 2013 TVC? HEALTH
- 56. t: +45 42 70 19 80 www.patchworkgroup.com ©patchwork 2013 TVC? KNOWLEDGE
- 57. WHY ARE YOU CREATIVE? OUTTAKE TAG FORBRUGERINDSIGT ALVORLIGT GENOPLIV JERES PURPOSE TØR AT HAVE EN MENING, VIS MOD! TÆNK I PR-OVERSKRIFTER SKRU NED FOR FREKVENS OP FOR KVALITET
- 58. WHY ARE YOU CREATIVE? OUTTAKE TAG FORBRUGERINDSIGT ALVORLIGT VÆR TRO MOD JERES PURPOSE TEST JERES MODIGHED TÆNK UDEFRA IND
- 59. TAK
- 60. DAIANA FOBIAN NIELSEN DANISH CROWDSOURCING “PROCESSERNE OMKRING CROWDSOURCING”
- 61. Co-founder Daiana Fobian Nielsen / @dkCrowdsourcing / www.danishcrowdsourcing.org CROWDSOURCING Marketing, kommunikation og social medie PATCHWORK - 14. SEPTEMBER 2016 CROWDSOURCING CONTENT CREATION SEMINAR 16. NOVEMBER 2016 PATCHWORK / EGMONT
- 63. CROWD + OUTSOURCING ””Crowdsourcing - en måde at løse udfordringer på, ved at udbyde en problemstilling til en større gruppe af mennesker i form af en åben indkaldelse (typisk via Internettet).”
- 64. Crowdsourcing En virksomhed har en problemstilling/ udfordrin g de ønsker løst I stedet for at ansætte fx. en medarbejder, involverer de ”en crowd” til at hjælpe dem med at finde en løsning.
- 65. Crowdsourcing ”Crowdsourcing-tankegangen har som problemløsnings-værktøj eksisteret i århundreder … Forskellen i dag ligger i de teknologiske muligheder.” Kevin Boudreau & Karin Lakhani, Harvard Business Review, 2013
- 69. Arbejdsstruktur (USA) 2016: 33% freelancers 2020: 50% freelancers ?
- 70. Generationsskifte (Y) Udgør 75% af arbejds- styrken i 2025 60% forventer ikke at blive på deres arbejdsplads i mere end 3 år 45% vil acceptere en nedgang i løn frem for fleksible arbejdstider 78% ser på en virksomheds innovative performance når de søger job
- 72. PERSPEKTIVSKIFTE
- 75. KONKURRENCER FÆLLESSKABER (COMMUNITIES) ”COMPLEMENTORS” ”LABOUR MARKETS” CROWDSOURCING Crowdsourcing x 4
- 76. Konkurrencer
- 79. 3 årsager til at crowdsourcing kan skabe værdi i content creation
- 80. 1. Diversitet & Kreativitet ”EXTREME- VALUE- OUTCOME”
- 81. Case: Carlsberg
- 82. Case: Carlsberg • Idéer til udvikling af bæredygtige løsninger i hele produktets levetid • Præmie: USD 20.000 / USD 10.000 og muligheden for at samarbejde med Carlsberg • 162 idéer fra 33 lande • Vindende forslag – præsenteret i forbindelse med COP21-klimakonferencen i Paris. Signal - engagement i innovation og bæredygtighed • De bedste idéer kom ikke fra ingeniører og forskere, men fra forbrugere.
- 85. Case: The Why Foundation
- 87. Case: LEGO IDEAS • Alle kan byde ind med et ønsket produkt som LEGO skal udvikle. • Alle idéer der opnår 10.000 ”likes” vurderes af LEGO hver 6. måned. • For de produkter der går i produktion: Vinderen modtager 1% af LEGO’s nettoomsætning på salg af produktet. • Værdi for LEGO?
- 88. LEGO YouTube Content Brugere LEGO
- 89. Case: McDonald’s • McDonald’s ”MyBurger” kampagne • Inspireret af succes fra Tyskland • Kampagnen blev afholdt i 4 uger: 3 vindere • Resultat: Viral kampagne - 20.000 deltagere i konkurrencen / 200.000 deltagere i afstemningen • Bedst sælgende burger samt gode forbruger-indsigter
- 90. OMSÆTNING BRUTTOFORTJENESTE Kilde: User-generated versus designer-generated products: A performance assessment at Muji, Nishikawa et al., 2013 (Inter. J. of Research in Marketing)
- 92. Platform: Tongal
- 93. Platform: Tongal 1. Virksomheder poster filmprojekt på Tongal. 2. Tongal community arbejder på idéer til konceptet (max 140 anslag). 3. De bedste idéer vælges af virksomheden/ ekspertpanel. Vinderne af idéerne modtager betaling. 4. Producere pitcher deres vision (storyboard, talent, manuskript m.v.) ud fra én af idéerne. 5. Gennemgang af idéerne. De vindende idéer er garanteret et beløb til produktion af deres videoer. 6. Pitch-vindere går i produktion og indsender deres færdige videoer. Wildcard: Yderligere kan alle der har lyst indsende en video. 7. Virksomhed udvælger en vinder video og betaler vinderne og top finalister.
- 94. Superbowl reklamer Tid brugt Omkostning TRADITIONELT CROWDSOURCING TRADITIONELT CROWDSOURCING 6 MÅNEDER 6 UGER $1M+ $200.000 Kilde: Tongal
- 95. Platform: Tongal
- 96. Platform: eYeka
- 97. Er crowdsourcing så altid nemt?
- 98. Ikke altid nemt…. Forudsætninger for succesfuld crowdsourcing: • En veldefineret udfordring og proces (herunder forståelse for IP-rettigheder og fairness) • Fokus på indre og ydre motivations-faktorer (en præmie kan være et effektivt middel, men er sjældent nok) • En overvejelse om at ”gå offentligt” med en udfordring • Den rigtige crowd og de rigtige platforme • En villighed til at lade ”crowden” følge med i processen og udfaldet • En forståelse for at crowdsourcing er tids- og ressourcekrævende og ikke altid ”en billigere” løsning
- 99. Kontakt: Daiana Fobian Nielsen +45 3162 6440 daiana@danishcrowdsourcing.org www.linkedin.com/ daiananielsen
Editor's Notes
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- WHAT DO YOU SEE ? 18. December 2014 Change journalistic standards? Accept uploads that drive traffic BEHAVOIR
- Think about what you see? I see: Everything documented Everything public - Norwegian people captured terrorism in Copenhagen
- Think: What do It is the prime media connection
- What do you see? So occupied about our own world And how to broadcast to our friends
- What happens in our mind is priceless Words open up to so much more Huge business of book publishing
- Social media is much more uploads on the wall Out of home - Live events, sports, cinema
- Belonging together as group, as family, is evergreen Sharing and experiencing moments together is important - TV stay very strong - Just consumed on more platforms What App is strong, subgroups sharings moments
- We inspire he everyday People seek inspiration and cultural influence in their lives - Food making - Fashion - Interior decoration - Knitting - Hunting Important in peoples lives - Inspiration - Curration
- 15
- **Omsætningen for 2015 incl. Egmonts andel af Cappelen Damm var 937 mio. kr.
- 17
- 18
- Innovation the competitve answer
- In order to for brands to become media they need three components: Technology, Content and Distribution. Technology is the enabler – its what makes it possible to create the digital destinations. It is 3rd party software solutions from major vendors and small bespoke services on destinations – all enabling a potential dialogue with the customer. Content – engaging, relevant and up to date content making the media a destinations for knowledge, entertainment, news, sports or whatever is relevant for the specific brand in building a one to one relationship with a potential customer. Distribution – once you have a media you need to get some traffic. You need to get the right audience, which is difficult in a crowded digital landscape. It is digital campaigns in the form of display ads, SEM, SEO, Facebook campaigns, Snapchat etc., etc. As these three components are delivered by many different kinds of players – it is also a market in a great shake-up.
- Advertisers are looking for end to end solutions. With Technology being the enabler – agencies coming from technology are moving fast towards content, as content is what brings the solutions to life and the reason for consumers to come back. Adverting agencies and media agencies are trying the same in order to protect and hold the relationship with the advertisers. It is this disruption in the value chain, which is our opportunity for taking a position as the “traditional” owners of advertisers are heavily challenged in delivering modern forms of advertising. If we had ventured in to marketing services a few years ago – we would likely have started out in Client Publishing – just as Aller have done.
- Decided to focus: Front-end custiomer focused: UX, design, “light” implementation of technology All forms of content – so companies specializing in delivering content on digital platforms Distribution: When we say Google we mean agencies with the ability to run SEM campaigns and optimization of SEO (very focused on conversion). Facebook: acquiring audiences on Facebook (very branding focused) Customer databases: Email marketing, dialogue marketing with existing and new customers The areas we are not focusing on might come in to play later
- We are building a country by country portfolio of companies but we are of course trying to make sure we have the right companies to potentially consolidate in countries or across borders Portfolio: €20 mio in 2016 It is worth pointing out our Client Publishing activities are growing in DK and NO.
- Vi laver i en tid (og en fremtid), hvor der aldrig har været flere muligheder og måder, som man forbrugere om omverden. Status lige nu. Enten synes man det er fantastisk med så mange muligheder for at kommunikere. Eller også synes man det er skrækkeligt kompliceret og uoverskueligt.
- Der er mange der investerer i content, da det giver dem muligheden for at komme tættere på forbrugeren.
- Så nu kan vi være Always On!! Det betyder MEGET mere indhold, mindre opmærksomhed, mere lyst til undvige budskabet og store had til dårligt indhold …
- Og det betyder at forbrugerne helst er helt off.
- Skriften på væggen!
- Men! Der er håb. (Jonas, du skriver noget om økonomiske tal her. Kan ikke lige huske, hvad det er …)
- Men! Der er håb. Brands, der spiller en meningsfuld rolle i forbrugernes liv, tjener også flere penge.
- Google, TNS og Ogilvy udgav i 2014 en rapport, der påviser, at moderne forbrugere i højere grad vælger/køber brands, der har en klar purpose profil: Consumers choose the brands that engage them on their passions and interests 42% more often than they do those that simply urge them to buy the product being advertised. As a result, their path to purchase is actually their path to purpose.
- Følelsen lige nu. Hvad skal man stille op? Hvordan agerer man overfor en flok forbrugere, som stiller disse ”urimelige” krav …?
- Spørgsmålet alle brands bør stille sig selv.
- Mindsettet og dagsordnen, vi nu skal følge.
- Rejsen derhen, kræver, at man tager sit produktblad fra munden og ikke kun er noget for sig selv - men også for andre.
- Rejsen derhen.
- Fællesnævneren for denne udvikling er MOD. Mod handler i stedet om at turde, at tage sit produktblad fra munden og ikke kun være noget for sig selv – men også for andre. Det handler om at udfordre status-quo ved at genoplive sine holdninger og værdier – og bruge det som afsæt til at lave empatisk og nærværende content, som kan gøre inspirere, engagere og gøre forskel i forbrugernes liv.
- Eksempel på USP
- Eksempel på ESP
- Eksempel på PSP – chokobrandet Glico som har udviklet spil, hvor børn lærer at kode. Det har skabt et kæmpe community af børn og unge, der deler vigtig viden med hinanden alt imens Glico offentligt støtter tech universiteter og skoler med undervisningsmateriale, funding osv.
- Mod kan være svært, når man har et komplekst produkt, branche. Men det handler om at komme ud af comfort zonen og prøve kræfter med nye måder at kommunikere på. Indrømmet, det kræver mod at udvise mod – og divergere fra normen. Især når man som brand bliver målt og vejet på alle parametre - der bliver stillet større krav om at opnå effekt. Men udviser vi ikke mod, så kører forbrugerne ind i fremtiden – uden os og vælger de andre til, der hoppede med på vognen.
- Fordi, at forbrugerne har svært ved at skelne mellem pris og produkt, der bliver mere ens - ligesom alt det content de møder - så vælger de, brands til, der forstå deres aspirationer og behov - og, bruger den indsigt til reel handling.
- About IQ By Intel iQ by Intel is our tech culture magazine that brings you deeper into the lives of people and the technologies they are using to change the world. Well-known and up-and-coming innovators, makers and experts inside Intel and from across the industry help us explore how technologies are conceived, how they work and how we can use them in our everyday lives. Each week, we dig into fashion, sports, gaming, health, lifestyles, the Maker Movement and much more.
- About IQ By Intel iQ by Intel is our tech culture magazine that brings you deeper into the lives of people and the technologies they are using to change the world. Well-known and up-and-coming innovators, makers and experts inside Intel and from across the industry help us explore how technologies are conceived, how they work and how we can use them in our everyday lives. Each week, we dig into fashion, sports, gaming, health, lifestyles, the Maker Movement and much more.
- Kampagnen der startede som en gimmick er blevet et værktøj, man reelt kan bruge i dagligdagen til at få ro i familien.
- In September 2016, US-based agricultural cooperative Land O'Lakes launched a campaign called 'Delete to Feed'. In partnership with nonprofit Feeding America, the company invited people to delete photos of food from their Instagram accounts. Each time someone deleted an image, Land O'Lakes donated 11 meals to people in need. The initiative was designed to help raise awareness about food poverty in the US, with the coop aiming to donate 2.75 million meals by the end of the campaign.
- Netflix + Babbel + Spanish learning difficulties = Splendid
- About IQ By Intel iQ by Intel is our tech culture magazine that brings you deeper into the lives of people and the technologies they are using to change the world. Well-known and up-and-coming innovators, makers and experts inside Intel and from across the industry help us explore how technologies are conceived, how they work and how we can use them in our everyday lives. Each week, we dig into fashion, sports, gaming, health, lifestyles, the Maker Movement and much more.
- About IQ By Intel iQ by Intel is our tech culture magazine that brings you deeper into the lives of people and the technologies they are using to change the world. Well-known and up-and-coming innovators, makers and experts inside Intel and from across the industry help us explore how technologies are conceived, how they work and how we can use them in our everyday lives. Each week, we dig into fashion, sports, gaming, health, lifestyles, the Maker Movement and much more.
- De sidste 4 bud.
- Patrick Collister, head of design, Google, about content advertising.
- Udfordringen: Udvikle 10 virkningsfulde kortfilm om kvinders rettigheder til Womans Deliver conferences, TV og sociale medie såvel som til uddannelsesformål. Hellen Mirren fra The Why Foundation indtalte lydspor og crowden skabte filmere. 102 global bud - 64 danske bud – 10 vindere.
- Crash the Superbowl 2011 – Man skal aldrig friste en mops med Doritos. Giver ikke kun kreative muligheden for at vise deres talent, men kaster også lys over alt det uopdaget talent og gør Doritos til et tilgængeligt brand man kan relatere til.