FROM WHAT & HOW TO WHY

Transcription

1 FROM WHAT & HOW TO WHY Is my brand relevant for in the world which we find our selves today and will it still be tomorrow? Sofia Juhlin Head of Global Marcomms & Brand

2 Digital communications & PR made Easy

3 En bild på ngn som ropar ut i tomma

4 3% say they considered marketers trustworthy

5 Only about 1 percent of millennials claim that a compelling ad influences them. The rest are almost naturally skeptical of advertising.

6 Today it is cheaper than ever to produce content. We only need a internet connection and a laptop.

7 We don t need investors, printing presses, distribution, designers, etc. anymore.

8 That is probably why Google s number of indexed pages has grown from 1 trillion to more than 30 trillion in the last seven years alone.

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12 @jonobean

13 RELEVANCE = TRUST

14 Building a reputation

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16 But first

17 We need to begin with, what is your vision?

18 Do you know your why?

19 Our core purpose: To release the full power of stories, to inspire and spark positive change.

20 Our vision: A world where no story goes untold or unheard.

21 PURPOSE SURPRISE EMOTION

22 POWER OF PURPOSE Marketing 2020

23 SURPRISE

24 We are living in a time where the costs of getting a story told is zero. Therefore there is an oversupply of stories. So in order to get a target group to listen, they need to be surprised. There is numerous ways, like clashes, unpromoted drops and weird ideas no one had thought of before.

25 EMOTION

26 People are emotional, and we live in a day and age of transparency. Therefore those who share their feelings, emotions and deep secrets are the one people listen to.

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28 NOW LET ME INTRODUCE YOU TO KERSTIN AND

29 @jonobean

30 @jonobean

31 THE #100MILLION CHALLENGE We wanted to challenge ourselves to prove that any businesses, brand or product could use MyNewsdesk and reach millions in earned media. Maybe even hundreds of millions. Wait, seriously?

32 Where we left off Objectives Make more people aware of the need for Mynewsdesk s services Increase the perceived value of Mynewsdesk s services Increase new leads for Mynewsdesk

33 Background We believe that our services are so powerful that they can change the game for any of our existing and future clients if the story is told to the right people, in the right place, at the right time.

34 Problem Yet most clients are holding back from exploring and releasing the full potential of their brand, and furthermore, the use of Mynewsdesk tools.

35 Solution The ultimate challenge, to prove that a good story told to the right people, in the right place, at the right time, is the most powerful way of reaching out, in todays ever changing media landscape.

36 We wanted to demonstrate that with Purpose-driven communications Powerful & surprising storytelling Touch our audience Innovative solutions use technology and digital channels to maximize reach

37 CAMPAIGN STRUCTURE

38 We chose Hövding Hövding is a Swedish brand that created the first airbag for cyclists. Their product already keeps cyclists safe, but we wanted to help them empower cyclists to keep other cyclists safe too. With limited resources but a lot of creativity, this is our story.

39 This is your basic slide. It looks pretty neat, doesn t it? Just keep it simple, light and fresh. Don t write too much text or your audience won t be able to see it. If you wan t the slide to pop, add an isolated image on a white background. Product Marketing has a shutterstock account, feel free to use it!

40 This is your basic slide. It looks pretty neat, doesn t it? Just keep it simple, light and fresh. Don t write too much text or your audience won t be able to see it. If you wan t the slide to pop, add an isolated image on a white background. Product Marketing has a shutterstock account, feel free to use it!

41 This is your basic slide. It looks pretty neat, doesn t it? Just keep it simple, light and fresh. Don t write too much text or your audience won t be able to see it. If you wan t the slide to pop, add an isolated image on a white background. Product Marketing has a shutterstock account, feel free to use it!

42 This is your basic slide. It looks pretty neat, doesn t it? Just keep it simple, light and fresh. Don t write too much text or your audience won t be able to see it. If you wan t the slide to pop, add an isolated image on a white background. Product Marketing has a shutterstock account, feel free to use it!

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44 CASE VIDEO

45 #GIVEABEEP

46 MEASUREMENT & INSIGHTS

47 IMPACT Became a global initiative, receiving requests to be implemented in 12 countries giving Hövding unique legitimacy in new markets. Positioned Hövding s and raised its reputation with LCC and local authorities as an organization committed to improving bicycle safety in the major cities. EARNED MEDIA PUBLICITY 121 registered articles 484 positive mentions of Hövding 150 quotes from Hövding spokespeople Letter from the Mayor acknowledging the campaign and pledging to improve cycling infrastructure A total reach of 100 million Created something of value for urban cyclists, to make their voice heard and signal dangerous areas in London, something that can be used to pinpoint where bike infrastructure needs to be improved to avoid further accidents. Renewed commitment from the highest level of government to improve cycling infrastructure PAID MEDIA OWNED MEDIA SHARED MEDIA INFLUENCER ENGAGEMENT 500 cyclists used the digital bike bell over 5,000 times PARTNERSHIPS Fruitful partnership with LCC The Mayor s office is using the data to improve bicycle infrastructure in London. Doubled sales in comparison to the same period in 2015 CONTENT 2,780 views to Hövding's newsrooms compared to 734 views from the previous 45-day period (279% increase) 6,000 visitors to #giveabeep campaign site SOCIAL MEDIA 400+ hashtag mentions of #giveabeep shares on social media 8,500 videos views on Facebook and Youtube THE PESO MODEL

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49 100 Million - Outcomes for Mynewsdesk 3,000+ leads and customers were introduced to 100 Million / Give a Beep as a central content platform at 12 events in 6 countries 100% increase in lead generation compared to same period last year 40% increase in sales pipeline compared to same period last year 33% increase in new business closed compared to same period last year Became a global initiative, receiving requests to be implemented in 12 countries giving Hövding unique legitimacy in new markets

50 What happens when you get your PR Right +77% SALES

51 New York Impact Award Best Social Community Building and Engagement (Media, Advertising & PR) Stockholm Best Digital Campaign of 2016 Most Innovative Campaign of 2016 Silver Best PR campaign of 2016 London Innovation of the Year Best use of Technology Chairman s Award Cannes Best Mobile Campaign

52 Take aways

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54 Take aways Today it is all about TRUST. Define your WHY and your brand values. PURPOSE - Do not focus on the product. SURPRISE your audience. TOUCH and engage them. Use tech to reach, measure and track.

55 It s time to Think Different Its time to Think Different otherwise you will otherwise become you irrelevant will become irrelevant

56 THANKS!

57 Campaign site Visit Hövding newsroom Visit

58 The importance of PESO Paid media Facebook sponsored post Adwords Sponsored tweets Twitter cards Lead generation Authority Optimized content Shareable content Engaging content EARNED Media Publicity Media relations Blogger relations Investor relations Influencer relations Influencer engagement Response to detractors Detractors turned to loyalists Loyalists turned to advocates Gini Dietrich Incentive Affiliate Brand Ambassadors Sponsored content Native advertising Content Create from experts Employee stories Customer stories User-generated content Reviews Brand journalism Webinars, videos & podcasts PAID Media OWNED Media SHARED Media Social media Facebook Twitter LinkedIn You tube Pinterest Instagram Periscope Partnerships Charity tie-ins Community service Co-branding