sas breakfast meeting 260913

TOMRA.COM

Margareth Aske

26.09.2013London

- How to merge 6 businesses onto one common web platform, combining B2B and corporate communication

WHO IS TOMRA?

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TOMRA was founded in 1972 on the creation of the world’s first bottle return machine

100%

Collection

95%

5%

CollectionSorting

84%

16 %

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THE TRANSFORMATION

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2000 2004 20122008

A house of brands

A branded house

60%

40 %

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FROM: TO:

A COMMON MISSION

.. AND VISION

OUR CHALLENGE

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MERGING 6 BUSINESS SITES AND A CORPORATE SITE ONTO ONE COMMON PLATFORM

TOMRA.COM OBJECTIVES

1. Increase brand awareness

2. Support the creation of leads through the website

3. Build community and thought leadership

4. Highlight the TOMRA business case

5. Explain the TOMRA investment proposition

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WHAT WE DID- AND WHAT WE LEARNT

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PROCESS

Stage 0 Agency selection

Stage 1 Scoping

Stage 2 Structure and content

Stage 3 Creative and design

Stage 4 Implementation

Stage 5Testing and launch

Stage 6Evaluation

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LEARNING 3:ENSURE THAT MANAGEMENT ARE WITH YOU

Dedication+

Patience+

Quantification=

Internal buy-in16

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TEACHING THE INTERNAL ORGANISATION TO RESPECT A PROCESS

CONTENT

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THE CONTENT CHALLENGE

6 DIFFERENT BUSINESS STREAMS WITH DIFFERENT REQUIREMENTS

6 DIFFERENT CONTENT CULTURES

LIMITED CAPACITY AND CAPABILITY

COMBINING BUSINESS AND CORPORATE LEVEL COMMUNICATION

tomra.com

LEARNING 5: CONTENT MUST BE COORDINATED BY SOMEONE WITH A GROUP PERSPECTIVE

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GUIDING CONTENT PRINCIPLES

Users are people, not machines

Focus on the overall website objectives

Provide good and relevant content for our key audiences

THE RESULT

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EXPLORING NEW WAYS OF STORYTELLING

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WHAT WOULD I DO IF I WERE TO DO IT AGAIN?

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1. Spend (more) time on getting the RFQ right

2. Invest in your own understanding and knowledge

3. Ensure that management are with you

4. Always keep detailed Minutes from meetings where decisions have been made

5. Content needs to be coordinated by someone with a group level perspective

6. Trust your agency

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THANK YOU