Stefán Hrafn Hagalín at the EGIN - Autumn Seminar, Reykjavík 2015.

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

3. 68
slides in
30
minutes.
World
record
attempt?

4. Stefán
Hrafn
Hagalín.
Who is this
guy?
www.facebook.com/hagalin
www.twitter.com/stefanhagalin
www.instagram.com/hagalin
hagalin@oddi.is

5. Journalist
and editor
1988-1997.
Newspapers,
weeklies,
magazines,
TV and radio
@Alþýðublaðið,
Helgarpósturinn,
Tölvuheimur,
Stöð 2, Bylgjan.
Marketing
Manager
1998-2012.
IT industry
@HP-Opin kerfi,
Oracle-Teymi,
Skýrr/Advania-
Microsoft,
Dell etc.
Married to a graphic
designer and
horsewhisperer.
Father of 5.
Foodie.
Football fanatic.
Music lover.
Book nerd.
Art enthusiast.
Director of
Marketing
and Human
Resources
2013-…….
@Oddi
printing &
packaging

7. Oddi?
What kind
of a company
is that?

8.  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

9. Höfðabakki
(printing
+ finance,
logistics
and sales)
Staff: 150
Köllunar-
klettsvegur
(corrugated and
cartons)
Staff: 50
Fossháls
(converted
plastics)
Staff: 50
3 Production Sites in Reykjavík
Combined Size: Approx. 33.900 m2

10. Packaging 66% – Printing 34%

11. Nice Family-Friendly Workplace

12. Enough
about your
company!
What are you
going to talk
about?
What will I learn
for the next 27
minutes?

13. Content
marketing
101.
The rise of
the in-house
journalist
and the role
of storytelling
in marketing
today…
especially in
social media.
Examples
and case
studies.
Or simply
put: This
is how
Oddi does
content
marketing…
particularly
in social
media.
And then for
something
completely
different…
How Oddi
found a way
to maximize
its ROI when
it comes to
advertising.

15. Content
marketing
101.
The rise of
the in-house
journalist and
the role of
storytelling in
marketing.

16. Content
marketing for
beginners.
Any marketing
that involves
the creation
and sharing of
media and
publishing
content.
Who, What,
Where,
When, Why.
The purpose
of all marketing
is to acquire
and retain
customers.
Sell products,
services
and raise
awareness
about your
organisation.
And How?
Produce and
present news,
photos, video,
white papers,
e-books,
infographics,
case studies,
how-to guides,
Q&Aarticles,
statistics, etc.

17. Content
marketing’s
biggest myth.
1. Produce
content.
2. Customers
click and
read.
3.And then
buy your
product.
How it really works.
1. Produce
content.
2. People
click.
3. If they’ll like
it maybe they’ll
rembember.
4. Maybe they’ll
see more content.
5. Maybe they’ll
visit your page
or site again.
6. Produce
more content.
7. Keep on
building trust,
earn respect.
8.And when
people need
your product
they’ll come
back.
9.And maybe
buy something.

18. What is great
content?
It helps people
do their jobs.
It entertains
and informs.
It’s intelligent
and useful.
It’s always
worth your
time.
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
everything
else (SEO,
imagery).

19. Our mission?
To create a great
content brand!

21. Hold on
to your
seats.
It’s time
for some
compelling
statistics.
Source
Content Marketing Institute
Survey done in the US, 2015

22. 40% say
they are
effective

25. US platforms.
In Iceland?
Facebook for
B2B!

26. Oddi publishes
every weekday

27. Content issues
lead the way
when it comes
to marketing
worries in B2B

29. What
kind of
storytelling?
A few
examples.
Good?
You decide!
This is how
Oddi does it…

43. How much do
you spend?
Around 20-50€
per day... but 100€
here to tease Ingi.
Facebook wants your
money and rudely
Discriminates.

57. Meet Rán
Flygenring.
How Oddi
partnered up
with an illustrator
famous for
her drawings
and found a way
to maximize its
marketing ROI.

58. 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 products
for 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 all
idea work and
write copy (text)
with Rán.
Oddi plans
social media
campaigns.
Oddi takes care
of media
planning.
Ad-agencies
involved? = 0

66. 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 and
product 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.

67. Takk!