1. ADDA DAY
Convergence of Owned, Earned & Paid Media
LBi
Nordics
|
November,
2012
|
Be4na
Sherain,
CEO

2. THE DIGITAL GIANTS
GAINED POWER:
CONSUMERS
CHANGED

3. THE GAME WAS
REDEFINED

4. BROADCAST
CENTRIC

5. COMPLEX MEDIA
LANDSCAPE
Earned media
Owned media
Paid media

6. REACH & RELEVANCE
PROSPECTIVE
CUSTOMERS
CURRENT
CUSTOMERS
SOCIAL MEDIA
COMMUNITY
SOCIAL
ACTIVITY

7. THE EVOLUTION
OF THE POST
LAUNCH PROCESS

8. THE
CONVERGENCE
Earned
Media
Paid
Media
Owned
Media

9. WE NEED
TO CHANGE
STRUCTURES PROCESSES

10. BEFORE
BUILD PUSH
WEBSITES BIG CAMPAIGNS

11. BEFORE:
Content developed in isolation
SILOS
Ad Digital PR
Agencies Agencies Agencies

12. TODAY:
The convergence of earned + owned + paid drives
AGENCY CONVERGENCE
COLLABORATION & COORDINATION
Earned, Earned, Earned,
Owned, Paid Owned, Paid Owned, Paid
Ad Digital PR
Agencies Agencies Agencies

13. The need for The media
content grows landscape
evolves
THE HUNGRY MYRIAD
SOCIAL BEAST TOUCHPOINTS
EVERY
THE NEW REALITY: MARKETER
MORE CONTENT, IS FORCED
LESS MONEY TO DO MORE
WITH LESS
Get more People talk
mileage out of
your content
PRESSURE ON
SPEEDY REACTIONS
PRODUCTION COST

14. SUCCESS COMES WITH
THE EMPOWERMENT OF
PEOPLE, ORGANISATION
AND TECHNOLOGY

15. IT’S A JOURNEY

16. WHAT’S NEXT
THE CONNECTION OF SOCIAL,
DIGITAL AND MEDIA STRATEGIES….
TO MAKE BRANDS SHAREABLE

17. MAERSK GROUP
SOCIAL MEDIA
Making Maersk social
Maersk
Group|
November,
2012
|
Anna
Granholm-­‐Brun

18. THE CHALLENGE

20. THE JOURNEY

21. STRATEGY
- SOCIAL VALUE PROPOSITION

22. B2B B2C

23. KPI framework

24. SO HOW DO WE
CAPTURE SOCIAL
OPPORTUNITIES

25. Digital landscape
Owned
Earned
Paid
Shared

26. 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

27. THE STORY…

28. 661.000
FANS
70.000
VISITS / MONTH

29. 5000
MENTIONS / MONTH
3,000
FOLLOWERS

30. 70.000
UNIQUE VIEWS / MONTH

31. 5,300 IMP. PER UPDATE /
WEEK

32. GREAT
CONTENT
- AWARENESS & ACTIVATION

33. 33

34. 34

36. 36

37. REACTIVE
APPROACH
VS.
PROACTIVE
APPROACH