Hkd2 energy telling a complicated story_erik haaland_statoil
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Statoil selected four media partners to reach targeted audiences: The Economist, Energy Debate, and shale gas in the US. Engagement was highest when content was country-specific, exclusive, linked InMail content to group content like polls, and integrated media partnership content into InMails. InMails saw the highest conversion rates compared to standard messages.
Hkd2 energy telling a complicated story_erik haaland_statoil
- 1. Telling a complicated story H&K D2 Energy, 26 April 2012 Erik Haaland 2012-04-26
- 2. Theres never been a better time for good ideas 2 2012-04-26
- 3. Open channel for innovative thinking 3 2012-04-26
- 4. Statoils Media Partnerships Statoil selected four media partnerships to align themselves with authoritative credible voices that reach their audience in targeted environments: 4 2012-04-26
- 5. Informed Elite respond to media partnership content Explore the visual The Economist guide to global Energy Debate: energy needs choose the motion 450 Shale Gas 3.0% in the US 400 2.5% 350 What does the Arab Spring mean for 300 Is the future of the North 2.0% European gas? Sea renewable? 250 1.5% 200 150 1.0% 100 0.5% 50 0 0.0% 1.08 8.08 15.08 22.08 29.08 5.09 12.09 19.09 26.09 3.10 10.10 17.10 24.10 31.10 7.11 14.11 21.11 weekly new sign ups conversion rate Standard InMails send out date Current News/Partner Content send out date Key learning what works Country specific topics when targeting 1 region e.g. US Using exclusivity message e.g. be the 1st to view/ only chosen by you Linking InMail content to group content e.g. voting on the Economist poll Integrating media partnership content Inmails gain the highest % joining rate Graph shows conversion rate based on amount of InMails sent vs. weekly new sign ups 5 2012-04-26
- 6. Telling a complicated story Erik Haaland Sr. Consultant erhaa@statoil.com Tel: +47 954 21 770 www.statoil.com 6 2012-04-26