The document discusses the challenges faced by the Norwegian Seafood Council in promoting Norwegian seafood internationally. Some of the key challenges include: communicating consistently in multiple locations and languages, and distributing messages through multiple platforms. It also outlines solutions such as creating different websites targeted at different audiences, making content easily publishable across digital platforms and in multiple languages, and further integrating social media and mobile-optimized websites. The goal is for people around the world to know that the best seafood comes from Norway.
Here to talk aboutfish…Story abouthowgoodcollaborationsecuredsuccess in handling multilocation; multisite; multiplatform; multilanguage
First thing first…
10 years now!How we were thinking back then
How we think now. What has happened?Competition, noiseMust create extra value to attract users
Crucial when developing the solution we´ll look at today
We work closely togetherAlso with customers and partners (eZ)
Enthusiasm is the key
Traditionally: biz or techMust always prioritize the end users needsDesign thinking
…which brings us to the challenge we´ll look at today
So what´s the story?
Norwegianseafood: healthy, safe, fresh, premiumqualityPromoteNorwegian seafoodacrosstheworldFinanced by seafoodindustry by taxon all exportsof Norwegian fish and seafoodReports to thegovernment – deptofseafood
50 million euros marketing budgetMarketingshallincreasedemand and knowledgeof Norwegian seafoodNSC is theindustry´scentralsource for stats, analysis and informationaboutthe businessMarket admission to Norwegian seafoodNSCshallcontribute to increasingtheindustry´sreputation by activelyinformingthe mediaCommunication and awareness
Export: new record 7th year in a row – 2011 looks good= Crucial industry for Norway!
Exports to over 140 countriesMain markets: France and RussiaChina (incl Hong Kong) = marketwithlargestgrowth2011: higher prices on seafood
What happens around the world?
So why do we work together?Started in 2009
Every market did their own campaignsFew possibilities to learn from each otherAdds more platforms to reach users
Strategy: from price- to quality competitionOperates to and from many countries – must have access to same materials Seafood.noBackground and newsGeneral infoOrder marketing materialsBase for nations respective homepagesBetter exchange of learning experiences between the officesLifecycle customer – more structured management of the site and developmentsWebforum
Importance for the customer to understand the company throughout various channels and platforms
Offices in 11 countries – how to handle communication across borders?How to learn from each other?Small administrative staff at HQStandard English language on all campaigns – easy to understand Easy access to other countries campaigns
Few people in adminSlim organizationEconomies of scale is the goal – when handling it
Main B2C site in NorwayClear objective: eat more fishAlready know about market; quality; health; etc
Main B2C site in Sweden But: more focus on background info + market demands it
Main B2C site USFocus on salmonImportant to create community
Site targeted towards childrenSome same content (recipes)Other elements adapted to target market
Main B2B site (int´l)Market information Available in several languages
iPhone appsRecipes output on mobile platformsIT PT DE
Meaning:Happy customer = consistent brand experienceHappy company = easy to handle
Projects currently planned:Mobile main focus area – connection between mobile web and appSoMe adaption – need to create community and integrate with customers Mobile optimization of web content Odoscope analysis makes the job easierOrg: learn from other markets – started Webforum– more efficient organizaiton
Needs to be a balance between all the needsThe customers experience is always in focus