Paul Daniel Tholen
Social Media Manager
Paul Tholen heads up social media for Heineken Netherlands. This consists of both strategic and tactical planning on how to build up (and maintain!) an effective social/digital presence for HNL’s beer and cider brands. Paul’s mission is to make all marketing communication better through the learnings that social media generate. Prior to his work at Heineken, Paul worked for Oxyme, an online research company that generates actionable insights from social media.
Heineken make a LOT of content. Some work, some doesn’t. Event-based content works great for them, such as Holland Heineken House sent to Sochi:
Holland Heineken House Spin Awards submission from Boomerang Create on Vimeo.
As well as this, using time-limited content can also work wonders for a brand such as this ad for 11/11/11:
The question is how do you become a “Power Brand”? Content isn’t the only thing you can produce to do this. Attention to the consumer, understanding how to be clever to interact with people, stop disrupting and start enriching regardless of medium. What makes content great? Stop using the term “brand values” as this is confusing. Instead, define a Brand Promise which is more bout the substance of the produced content. Make sure it’s:
Content that travels proves the brand role and therefore will help you to become a power brand.
Chris Schaumann, Nokia, VP of Digital Marketing & CRM
All Media will be Digital. On any given day, you’re shown 5,000 ads. Global device sales have a huge increase and has been year-on-year since 2009. Now, you have to think about a “digital first” campaign which has taken too long to happen. Now we’re at the stage of mobile-first. Rich mobile ads are now becoming popular and is great for mobile-first marketing. Microsoft was the first large brand who took a mobile-first design, with Nokia following shortly after.
There are huge video ad opportunities. TV has 25% ad-time, but Internet has 1.5% which is great still, as it’s a good way to get a PPC campaign in order to provide lower cost but higher converting ads in rich media. This is also changing the way video ads are delivered to the consumer and growth over 2 years on video ads has doubled year-on-year.
The way people consume media has evolved and interesting thing is that social networks provide news to you rather than you looking for it. Nokia actually received the most retweets by a brand (40k+) due to a tongue-in-cheek tweet to Apple:
Our challenge is that the way we ingest data is ever-changing and makes it harder not just for marketers but for society in general. TThe winners of the 21st century aren’t going to be people who read and write but instead who learn. So how does a company get more into digital? Nokia created a program to help their team focus, and use data which is now the “new oil”. Create a KPI framework and use data to back it up and be able to use it to your advantage in your next campaign.
More info can be found on Chris’ blog.
Digital Communications Manager
Richard is now leading the Digital Communications team for the premium Italian footwear brand Geox, where he is overseeing the brand’s integrated digital strategy. GEOX is known for its invention of the “shoe that breathes”, and has created a cult-like following in more than 100 countries with its blend of breathable technologies and stylish Italian design. Geox‘s mission is to diffuse technological innovation, enhancing people’s daily wellbeing through products with premium comfort, breathability and impermeability. Since starting their collaboration with Norwegian creative agency SMFB in 2012, together they have won Gold at the Cannes Lions festival for their campaign “Amphibiox Urban Waterproof Shoes”. Their follow up 2013 waterproof shoe collection launch “7 Days of Rain” also recently picked up Grand Prix at Euro Best, while the “Geox – Scream Challenge” sponsorship activation viral surpassed 1,000,000 organic unpaid views within only a few weeks of its launch.
Account Director / Partner
Kristian Kristiansen (KK) is an enthusiastic individual with a strong understanding of the brand marketing & sales process. Experienced in the hands-on deployment of related strategies and well skilled in project and team management. KK is always looking to further develop his marketing, communication & managerial skills, and gain deeper understanding of the full sales, consumer and marketing process. KK seeks to working with companies and brands that challenge him on a day-to-day basis and push him to the limit of his knowledge and expertise.
GEOX is based in Treviso, Italy. Mario Polegato, the founder of GEOX, decided to poke holes into his shoes to make his feet cooler. He found a membrane that make a “breathable” shoe. He was turned down by many companies so decided to make his own. It’s now a 1 Billion EUR per year company.
For the past 2 years, digital has been at the forefront of GEOX along with research into new shoe technology. They created a new product with an improved membrane for a waterproof shoe but still needed a Winter technology to increase “off season” sales.
To execute this properly, there needed to be proof that was easy to understand and easy to experience. Here, the best thing to do was to take these shoes to the wettest place on Earth. Cherrapunjee in India was the destination at the Indian/Bangladesh border. Why not watch the video about the experience :)
GEOX then made a completely interactive microsite to experience all the collection and go into detail for the really technical (and emotional) store. They then decided to make the idea more technical and comedic, such as this “7 Days of Rain” campaign.
Social Media Manager
KLM Royal Dutch Airlines
Responsible for: – Setting up and managing international online (Social Media) campaigns. – Campaign strategy – Developing new (commercial) campaign concepts – The Integration of Social Media in other online-marketing campaigns – The commercial use of Google+ – Social advertising
Koen has his job because of the Eyjafjallajökull eruption in 2010. The question for KLM was “are we going to respond” as if we did, there’s no turning back. They did respond and answered as many questions as possible.
- Service – service is sales.
- Brand & Rep – Brand actions speak louder than tweets.
- Commerce – Make commerce social by design.
KLM’s challenges geographically.
- 65 countries
- 131 worldwide desitinations
- Over 100 languages
- 25,8000,000 passengers per year
Flying is a huge moment of stress people. More than 100 people working on social media now in over 10 languages. 35,000 interactions per week, 75% of which are through Facebook. They now take away forms and replace with social media interaction. Lost and found team have 3 dedicated employees to retrieve lost objects.
Crew now have an iPad to connect to airports during flights and connects with Salesforce to integrate social inflight.
Reactive – Proactive – Predictive. This process means managing expectations. KLM promise to respond within an hour but with this has to come transparency.
Social Payment is now active within Facebook and Twitter to make things really simple to do something such as an upgrade. This came to 100,000 EUR in payments in the first 2 weeks alone meaning it really works.
Has your brand recently faced drop in number of subscribers on Facebook? Well then, there is a possibility that your brand page is affected by Facebook news algorithm (Facebook’s version of Panda – I am hoping that Facebook calls their updates something cool like the Dragon Update or Black Ninja… etc…). Most of the marketers have been trying to understand this latest news feed update from Facebook and its implications.
What is Facebook News Feed?
News Feed is the center column which gets reflected on user’s profile page. This section shows latest updates, photos, videos, links, likes, app activity from your friends and pages your follow on Facebook. News Feed generally informs about latest information from who all are there in your friends list. Read more »
Here is an infographic we created about Influencing complex sales cycles through content in B2B. This is a very undervalued part of the Marketing efforts of B2B companies. This infographic illustrates the impact different content has on various stakeholders through out the path to conversion.
For a long time now I have been a fan of various forms of motor sports, especially Formula 1. It’s something about the speed and tactical elements that I admire; I like to feed this into my working ethos. But, I mainly enjoy watching F1 on a Sunday, catching-up on some ‘me time’ whilst my kids are occupied with their weekend cartoons.
I admit that F1 is not for everyone, alongside motor sports in general. However, I happened to stumble upon this video currently trending via YouTube that had me in stiches….and everyone else I showed it to for that matter:
Read more »
‘Online public relations’ is a very powerful marketing tool that is being used widely by the majority of online marketers and business owners to influence multiple stakeholders.
But what exactly makes online public relations an effective online marketing tool? How does online press release distribution result in improving a website’s ranking in major search engines?
Online press releases offer amazing visibility to a business, both in B2B and B2C. When a piece of news is published over the web, it is circulated to web portals, news sources and search engines. A business is able to enjoy instant visibility by virtue of submitting its press release at press release submission sites. Read more »