"the journalist within"

Stefán Hrafn Hagalín„The Journalist Within“EGIN – Atumn Seminar, Reykjavík 2015

68slides in30minutes.World recordattempt?

Stefán Hrafn Hagalín.Who is this guy?

www.facebook.com/hagalinwww.twitter.com/stefanhagalinwww.instagram.com/hagalinhagalin@oddi.is

Journalist and editor 1988-1997. Newspapers, weeklies, magazines, TV and radio@Alþýðublaðið,Helgarpósturinn,Tölvuheimur,Stöð 2, Bylgjan.

MarketingManager 1998-2012. IT industry @HP-Opin kerfi, Oracle-Teymi, Skýrr/Advania-Microsoft, Dell etc.

Married to a graphic designer andhorsewhisperer.Father of 5.Foodie.Football fanatic.Music lover.Book nerd.Art enthusiast.

Director of Marketing and Human Resources 2013-…….@Oddi printing & packaging

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Oddi?What kindof a companyis that?

Turnover in 2015 (est)◦ 5,2 b. ISK (36,4 m. EUR)◦ Export: 4,3 m. EUR◦ Biggest domestic customers are publishers,

fisheries, food industry and reatail◦ Foreign customers include Adidas,

Facebook, Nike, Smithsonian 3.500 customers◦ 36.000 jobs/orders per year

A leading producer◦ Printing Services◦ Packaging (corrugated, carton, plastics)

250 employees◦ 20% are women◦ 20% come from foreign origin

Oddi Today: Key Figures

Höfðabakki (printing

+ finance,logistics

and sales) Staff: 150

Köllunar-klettsvegur

(corrugated and cartons)

Staff: 50

Fossháls (converted

plastics) Staff: 50

3 Production Sites in ReykjavíkCombined Size: Approx. 33.900 m2

Packaging 66% – Printing 34%

Nice Family-Friendly Workplace

Enough about yourcompany!What are yougoing to talkabout?What will I learn for the next 27 minutes?

Contentmarketing101. The rise ofthe in-housejournalistand the roleof storytellingin marketingtoday…especially insocial media.

Examplesand casestudies. Or simplyput: Thisis how Oddi does content marketing…particularlyin social media.

And then forsomethingcompletelydifferent…How Oddifound a wayto maximizeits ROI whenit comes toadvertising.

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Contentmarketing101.The rise of the in-housejournalist and the role ofstorytelling inmarketing.

Contentmarketing for beginners.Any marketing that involves the creation and sharing ofmedia and publishing content.

Who, What, Where, When, Why.The purposeof all marketingis to acquire and retain customers.Sell products,services and raiseawarenessabout yourorganisation.

And How?Produce andpresent news, photos, video,white papers, e-books, infographics, case studies, how-to guides, Q&A articles, statistics, etc.

Contentmarketing’sbiggest myth.1. Producecontent.2. Customersclick andread.3. And thenbuy yourproduct.

How it really works.1. Producecontent.2. Peopleclick. 3. If they’ll likeit maybe they’ll rembember.4. Maybe they’llsee more content.5. Maybe they’llvisit your pageor site again.

6. Producemore content.7. Keep onbuilding trust,earn respect.8. And whenpeople need your product they’ll come back.9. And maybebuy something.

What is greatcontent?It helps people do their jobs.It entertains and informs.It’s intelligent and useful.It’s alwaysworth yourtime.

Four reasons.1. Improve, raise and maintain image.2. Generate or raise awareness (mind-share).3. Drive some sort of conversion (sales).4. Improve rentention (loyalty).

Now what?Hire a journalist who understands content and context.Produce relevant content.Do many things yourself (DIY).Outsource everythingelse (SEO,imagery).

Our mission?To create a greatcontent brand!

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Hold onto yourseats.It’s time for somecompellingstatistics.

Source Content Marketing InstituteSurvey done in the US, 2015

40% saythey areeffective

US platforms.In Iceland?Facebook for B2B!

Oddi publishesevery weekday

Content issueslead the waywhen it comes to marketingworries in B2B

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What kind of storytelling?A few examples.Good?You decide!

This is howOddi does it…

How much doyou spend?Around 20-50€per day... but 100€ here to tease Ingi.Facebook wants yourmoney and rudelyDiscriminates.

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Meet RánFlygenring.How Oddipartnered upwith an illustratorfamous forher drawingsand found a way to maximize its marketing ROI.

The task.Find a way to advertise Oddi's products and services (mainly B2B), especially it comes to packaging (a rather new addition to the Oddi family) and maximize a small marketing budget (ROI).

The solution.Make straightforward and transparent goulash/potpourri-ads depicting a somewhat variety of productsfor different industries.

A small headache.Most goulash-ads are similar to each other; they tend to blend in their boring and practical approach. They're expensive to make (photo-shoots, design etc).

Eureka!We convinced illustrator Rán Flygenring to become our one-stop-ad-agency. Oddi does allidea work and write copy (text) with Rán.Oddi planssocial media campaigns.Oddi takes careof media planning.Ad-agenciesinvolved? = 0

A few key-points.50% of ad spending at Oddi goes to Mark Zuckerberg and 50% to Rán Flygenring (i.e. print media).Marketing budget of Oddi is 40% smaller than 2013.Mind-share of Oddi in polls has soared in 2014-2015 (up by 30%).

Why?Increased activity offline (41 events in Sep-Dec).Every event, project andproduct is a possibility for storytelling/content mark.Everything we do ends up on social media.Stopped using trad. PR and press releases; social media is more effective and much cheaper.Decisive tone of voice in social media; energy, passion, humour.Creative and different ads with humour stand out = less spending on publishing.

Takk!