Del 1: Nettredaktørfrokost om Content Marketing

Velkommen til det vi trodde skulle være vårt lille søte frokostseminar. He and welcome to what we thought would be our little sweet breakfast seminar. Så først har vi mottet oppgradert til én kinosalen, så først har vi mottet oppgradert til hans største kinosalen, so first we have upgraded to one kinosale, and then we have upgraded to our largest kinosale. Men det er jo bare hyggelig. Så det er kjempegry at så mange har tatt tur i dag. But that is just nice. It's great that so many people have taken the trip today. Sjøl om regnene var litt imot oss her på moralskisten. But it's nice. For those of you who want to go online, the password is on the screen. Last time I checked, there were 291 people who signed up for this seminar, after everyone who signed up last night. So it's great with a lot of interest in content marketing. We've also received so many messages from others around the country, so we decided to stream this live. So, hi to all of you who are watching this on your PC, office or home office, or wherever you are. So we've put out a live streaming, together with our partner 23video, and it's a new live streaming service called Live. We've also integrated it with the Twitter feed, so we're recommending everyone here today to use the hashtag epinorge on Twitter. If you have any questions or comments about the seminars we're having today. We're not going to count on it, because we have a tight schedule, and we're taking a lot of questions from the audience. But if you have any questions or comments, we'll follow them, and if I'm going to send them to the audience, he'll keep them under control. Good. My name is Petter Ballstad, I'm responsible for sales and marketing of EPI servers here in Norway. I'm not going to talk much today, and I've been given the opportunity to bring along one of our great customers. For those of you who don't know EPI servers, there are quite a few here today. We're the ones delivering the software, which means that these companies, and many others, can have the toughest, best, most beautiful websites and software solutions in the country. So if your company isn't on this slide, but should be in the future, we still have EPI servers licensed on the teams. But what we're going to talk about today is content marketing. I'm not going to be in a discussion to define what that means, as many others understand and try to do. But what we want to talk about today is how you can create the best possible relevance for your target audience with your own content. Both in your own channels, and maybe also in some affordable channels. So we have with us some speakers here today, who we think we should be able to highlight this topic in a good way. Give you some tips, tips, advice, maybe something that doesn't work that well, some experience of what they've done, so that you can bring that home later. We're going to start with Kjetil, who is the leader of blog.no in the US network. And then we have Norøna, who is going to tell us about her experience. And then we have a little break for 20 minutes, then we serve, as is the tradition, a can of cinnamon, and coffee, both here and downstairs. And then my colleague Eivind is going to show you a little bit, and then we'll end the day with Emile from the ski association. But first we're going to have Kjetil. In this process towards the seminar, I've learned a little bit about Kjetil. I don't know him very well, but he's gotten a lot of feedback internally from our office in many years. So I was a little curious when I met him for the first time. And Kjetil is a man who means a lot, I think, about me. And has strong opinions. And an adult guy, sorry to say that, yes. So he's going to help us in a way to set content marketing or content marketing a little bit in perspective to start with, before we look at the specific customer cases afterwards. So I think I can only ask you to give a round of applause for Kjetil Måne. Let's see, is the sound here now? It works on the test, and now it works. Is it me who's making the sound now? Or is it the washing machine on the first floor? My PC. I'm a little angry at myself because I didn't want to use a Mac, but I don't like Macs. It's just that converting from PC to Mac never works well. My experience. Let's see. There we go. There we are. Yes, good morning. I'm going to try to highlight some content marketing. And as the leader of blog.no, I know a little about it. We work a lot with content marketing in the blog world. We work a lot with professional actors, and we see how the bloggers themselves work quite far down in the business world, where no professional actors are involved at all. But they sort things out and make this work. Some content marketing is paid, and is of course an advertisement. Another type of content marketing is just to promote each other. But I'm not going to take that more as promoting each other, I'm going to talk about the more professional part. This is Ogilvy, an autodidact guru. Most people who work in advertising know how to appreciate his knowledge. Now he unfortunately is no longer involved. But it is important to remember before we start talking about content marketing, what he talked about is that it is actually advertising itself or message itself that is important, not the form it is placed in. So now we are talking about content marketing, it is just a bearer of a campaign. I'm going to start with this. I don't know how many of you who live from advertising, but I do. This is important to me, something that recognizes the curve and goes to June 2014, but I know that the growth from the 144 million monthly users has increased by 45% since then. Something that recognizes it? I'm allowed to ask, even though they are not allowed to ask me. Nobody recognizes it? This is Adblock, the user. And Adblock uses plugins in the browser. And for us who live from advertising-based content models, this is a bit scary. And we notice it, this is not a joke, we notice this very well in our income. That advertising is blocked out by the users who use our services. And of course we can block the Adblock users out, but I don't want to, because there are quite a few. Those of you who follow these numbers, you may see that this has actually gone down a bit in 2015, but that has no explanation. Adblock Plus is one of the big ones. I'm allowed to, this is safe. Who has it installed on their browser? One, two, three, yes, there are quite a few. There are quite a few, come on. I have it installed too, I can say that I have it installed for professional use. But a lot of people have it installed. I don't think everyone is honest here either. This is a bit like numbers around that plugin. And as you can see, we are now up to 200 million active, plus Adblock users. And this just grows and grows and grows and grows. And the challenge for us who work with marketing, who work with communication, for us this is a form of double. And if you look at who uses it, the users are quite young. So this is a coming generation. And this is in many ways a reaction to the advertising industry, when I work there too. We scream a little louder, right? Then we destroy a little more, then we make even bigger bands. And finally everything looks like Adfly. I come from the Media House Netheisen, if you know the Media House Netheisen, then you know what I'm talking about. But the point is that the Media House Netheisen is one of the most profitable Media Houses in Norway. I feel a lot of respect for that. And it is clear that when the customers, the media companies, the advertising companies say that this is what we want, this is what we buy, we don't want anything else. We should have it like that. Then that is what you actually have to deliver. But then we know that advertising companies, maybe advertising companies, but at least not those who buy advertising have special care for Netheisen or Blog.no. So at that moment they see that no, it doesn't work anymore, then of course you go to a place that works. That's what I'm going to talk a little about, it's the reaction to this, and it's not just the reaction to that. The fact that Adblock plus usage has gone down a little, and it's connected to what's here, here Twitter Adblock is waiting, because soon it will be on iOS. And 70% of all smartphone activity in Norway, the one we see at least, is on iPhone. So the fact that it has moved, and there has been a huge transition to mobile this year, so that has made Adblock plus go down. We think that is the moment it is available on iOS, then the Adblock will just rise again. So all forecasts say that there will be a doubling or maybe even a triple doubling of the usage. But this is what it's about, all these users talk about that they want something that is a little more orderly, they want something that is a little more appropriate. And that's where the market for content comes in, because if you look at what Adblock plus itself says, which is actually the product of the users, then this is what they call acceptable ads. Acceptable ads, they should not be annoying, and everyone agrees on that, and then there will be a discussion, what is annoying, but of course there are no advertisers who make a message that is supposed to be disturbing or irritating, no one does that, maybe some of them, but it's not a good strategy at least. We do not want to be disturbed, we do not want the content we are interested in to be destroyed or done with. If it is an advert, it should appear as an advert too, and it should not scream and it should be appropriate, as these Americans are so good at calling all the time, but if it is on the website for children, then it should be child-friendly ads, that's how simple it is. And this is actually the driving force for this spread, and content marketing responds well to this. Content marketing is actually something that Adblock plus founders are talking about, is acceptable, done in the right way. It's not that difficult, but when we see this, then it is not the answer, it is not to make even bigger and even more screaming ads. Okay, we go back to Ogilvy, he said with André that he was very smart, he recommends the quote book of him, a lot of Pauli words there, but here he says that if you are going to make a good ad, it is not about screaming and shouting and placing yourself in the middle of the crowd. A good ad sells products without you having to focus a lot on the product itself. Okay, Toril Jyllenskjæv, wife of blog.no, I am the manager of blog.no, she is the manager of blog.no, this is the community manager, she is the one who observes quite simply. This is the opinion of the crowd, most people, they are not so against advertising as such, or commercial advertising, they are against 90% of the ways it is presented and spread. And if you look at it, you can search on Google and other sites, you can go to conferences, this is the one time. Okay, and another one, where she talks about this which is infomercial, and this which she defines as story-mercials, it is not just OK, it is more than OK. She reads it, she shares it, she blogs about it. And this is a community manager who lives and observes in a world of an audience who shares their stories, and I think she is quite right. This is not a game of numbers, this is taken out of the conversations we have running around this with advertising and commercial marketing. So the starting point is that the answer is very simple. What should people try to create advertising that people actually want to see? And commercial marketing? Well, it has its popularity because this is the actual situation we have today. Okay, so here is the big question, where this is so new, but it is not. It is not. We have to take a little history. Content marketing, as long as I have managed to check it out, it has existed as long as there has been someone who has bought a magazine or listened to radio or something. In the 1930s, they came up with something, I don't know if they came up with it, but in any case it became very popular to make radio dramas. I don't know if anyone is so interested that they have been listening to old radio dramas from American radio in the 1930s. But this became very popular, immensely popular. And the way they financed this was also talked about Procter & Gamble and a number of other soap producers. So then both content was filled, soap use was written in in the dramas, and there was advertising both before and after about soap. You can guess where I want to go. Soap operas actually came from there. They have become a term, so this is actually not something new, they place their products and it is also working to create relevance around a commercial message. It is not so well known to us either. I am old enough, I am not a grown man, I remember them, I have them, I am lying at home, I don't have any cassette player anymore, but I have them. Do you remember? Sofa from IKEA, have you heard that song? I am so fond of animals, or a soft man's song. They come from this. They are not picked up from another edition, they come from this. Here we see how these three guys and these two here, I think it is on this fantastic sketch that goes into someone who fits me, like Dagblad, who was a contact advertising case, where they make it very funny. And it is already in the middle of the night, and one of them rings in and is going to place an ad, and it ends up with the two of them taking the ad, and they end up meeting at Hangar in Fornebu, and he is going to be with Mosa, I think, in a big hole, and they are both big men, so they fit each other, of course. Fantastic fun. Some of you may have followed the weekly press, and we own the own stuff, so I feel safe to go home. But the good thing is that we see in the 80s and 90s, at least as I followed the first pages, there are not so many celebrities we have in Norway, but they suffered from terrible problems, and they got well. Some of them were like, I remember that some of my friends, I am not going to mention the names of celebrities, but we talked once in the 90s, that we were going to make a rain arch, where we would put up all the problems we had, to see how sick and crazy this celebrity had to be, because she was on the front page all the time with a new cow, and there was no way to know how healthy she was. I doubt that it was only based on editorial thought, I think there was someone behind here who tried to sell the product. And that's how it is. Someone did not even bother to look into it. Bobby Sox is world famous in Norway, he was a celebrity in the 80s, and the CEO just went out and said they paid for everything. If you look at the record industry, how the record industry has handled things, at least not with the CEO, I don't know if there is anyone from the record industry, but history speaks for itself, close ties, we should call it, and well paid both travel and production and so on. So the market share is actually old and new. It's just that now that we have the internet, it's incredibly good. It happens today too, someone who follows the Sinna-snake, well, someone does, maybe it's a guilty pleasure. If you're going to sit down and have a beer, relax and not think too much, then it's a nice show to sit and watch, right? And then you see how he's angry, and he's arranging and fixing, but his whole show is filled up with goods and services. They don't want to go out and say who has sponsored which of these goods, or which of the goods they use, because they will destroy the whole package, but they say it's sponsored. That's okay, that's okay for me. I'm going out because he has chosen some products, and then he shows how he uses these products. There's nothing wrong with that. I want to say that I'm a big supporter of the market share, even though I take it for granted. I'm a big supporter of it as long as it's there, and I understand that it is. Okay, so to the Internet. Why does the Internet belong so well? Why has it suddenly become the essence of the market share? Because that's what it has become. And I think they can summarize a little curtsy in the EP, I hope you notice. The Internet is incredibly big. Now there's someone who says that the number of home sites has gone down a bit lately, maybe the EP site, for the first time since the Internet started. I'm not so worried about that, I think it's like play metal. But the Internet has room for all stories. Absolutely all stories. If we all find out that we want to have 100 stories, and we want to release them, it's no problem. We can publish them, and then fill the Internet with stories. It's easy. Stories are well received on the Internet. And the stories live long, that's what I mean by epic. As long as you have... In the blog world, it's called permanent. It's permanent. Until you delete the blog, it doesn't disappear. That's why I love Google blogs. I'll talk a little about that, I can talk weekly about blogs. But the starting point is that when you write a story on the Internet, it lives long. If it's special enough, special enough, niche enough, then I'll find out who's interested in the niche, and it's easy. That's how the Internet develops. If I say that I have a story, then I can link it. We do that every day. Facebook has helped us, and it's going frenzied. How we link and spin stories. All spin stories. And it's the way the content spreads, the way the content becomes relevant, it's the way we manage to find good marketing accounts. If you don't have such a special story, if you're not a Norwegian, who we'll hear about in a bit, but you're just a seller, a commodity, and the price is the only thing that differentiates you from others, then you might think it's a bit difficult, and you might have to buy yourself a place. Because you have to try to get your product out. And what happens is that you have to make other types of value around your content. We have an example from the Internet. It's one of the most read articles we've made commercially. We've made it on htls.com. It converts 34%. 34% of those who read this article, they shop at htls.com. It's updated by the Internet all the time. Not by the journalists, but by its own marketing department. And it's called the 10 best hotels in London. Placed by the Internet. A few. B2B companies. These are two surveys. They say a few different things, so if you can count, they'll say, that's not true, but there are two different surveys. One says that 67% more people, if you work in B2B, this is important. If you can get 67% more people to blog and make your own content, on your own, you say, I've finished making it, it's there, I understand you, this is a temple, we don't touch it, this is dogmatic, then it's not what we're talking about. But if you're an active blogger, you get twice as many leads as those who aren't active bloggers. And blogging in this context is about running out of info. 61% of them are really tired. Webinars, yes. You're here now, we agree that this might be true. What effect episodes you get from having this seminar, you can always discuss. If we can give good content, we'll see what the judges say when we're done. I'm sure the other speakers might do that. But anyway, they're here to gather both customers and interests and place themselves in the middle of something interesting. So if the police have a right to you, that's a matter of course. Closing rate. Americans are extremely fond of closing rate. I guess a lot of us are. If you have that number, 14.6, extremely close to 1.7, you're just counting it right. Getting into an organic search, and getting people to come in on your side, that's old news. But what do you get from searching? It's not your business solution, it's content. What gives you the right position on Google or Bing? It's relevance. And relevance is by having relevant content. You link to your content, copy, cite, and so on. And here, paid content is as good as unpaid content, as long as it's well marked. And here we come to the core. For me, I can talk longer about this. But bloggers are seen as very effective. And I have to say this, given that I'm from blog.no, we know a lot about it, I can answer a lot about it in other contexts, but I can't do it today. But bloggers are good because they often have a audience that relates to them. They comment on the blog, and I have a dialogue with their readers. I'm going to show you some examples of how that works. Here's an example that went off, but we have to do something about it. It came up on my Facebook wall. A happy guy who had been interviewed by Jenny Skavlan. I know Jakob, so I'm allowed to use Jakob here. He shared this, without being completely clear that it was visible. Jenny Skavlan has her own concept called Gattas Herligstom, and she has put something visible into it. And what she has done is to make some pictures of Jakob. Jakob was very happy. I read the article very well, she has caught everything, but she even caught Jakob's personality. But it's about this. This is paid content, this is an ad. It's going to be converted. Join the competition when you win glasses. But it doesn't matter, she has caught Jakob. Jakob is a fantastic guest for dinner. He quotes, he quotes, he quotes. And she has clearly caught that, and he was allowed to delete a quote here as well. Good content, he himself liked it. I think he's probably very happy. And this is the holy grail. For us who work with this, if this is true, there is really no reason to work with market control. I'm going to give you some numbers that are behind this. Let's see how close we are to the time. Five minutes left. It's not possible. I'm going to give you some numbers. This is UK. Okay, UK, 82% say that those who are relevant would like to read branded content, which is called paid content, if it is relevant, in relevant context. 57% in the UK read content, say it's content marketing, at least once a week. No, once a month, a week was probably too much. No, 37% visit marketing websites, so we don't talk about the website as if I'm going in and I'm going to write a note in Norwegian or whatever it is. We talk about marketing, that is, sales sites, stores. 68% say that they will probably use time on a brand they like. And if it's just as good as Apple, we know that. People read a lot about Apple. Here's an example. This is Svartskopf. There are three men's magazines in the media in this case. We can't go so deep into what they're doing, but here they've put a video and it's a traditional advertising. Okay, that's how we place it. The editor says that this is good content, so the editor is putting it in. He doesn't have any more production of this, but he puts it in with video so you can't play it there. If you go into the case, there is a series of videos that are produced by Netavisen for Svartskopf. And we can see a little bit of the video, but we can't see the whole video, so we can't see how good it is when this becomes... What's wrong? It has to go here. Like that. But this is content that is being produced by Svartskopf, and the men are reading it from page 3. I've been very successful, I don't have the numbers now, but the editor on page 3 thinks this is just super. And it's advertising, there's no doubt that this is advertising. I'm happy with that. You can always discuss how interested you are in the content, but this was a success when you went out on page 3. Here we have Justin from Australia. Here I think I'm pretty good. Justin from Australia, he looked pretty good before you started. But... I don't have time to show you how he was after, but you can go to page 3, so he got a bit slacked. But okay. The question is, can it be too much? And of course it can be terribly much. And it will be a lot. I think it will be worse than the spam we experience today. Because if all content is advertising, the internet will be destroyed. So the question is, are we optimists or pessimists? I think I should define myself as an optimist. First of all, we have adblog people who are always trying to search for things that are irrelevant. For the others, spam doesn't want to work for others than the swindlers. So those who work seriously with content will try to create a position where they deliver the goods. It's clear that there will be a war, but I think we should at least try not to be among those who are guilty. Okay. We have time for a little bit more. I will tell you about a content campaign that is a bit different than web. We are doing a job for Nordisk Film. It fits well when we are here in the studio. And what I will talk about is a bit of the job we do there. Because content advertising is about more than making banners and writing blog posts. What we do is that we work with this adex. I don't know how many of you play Minecraft. Should we take a handshake? I play Minecraft, at least. Many play Minecraft. It's a complete success. Nordisk Film comes with a new Dr. Proctor film. And then what they usually do is write about it. They do presentations and so on. They have been in Amanda's circle, they have done their job. They have released several trailers. They are now running traditional campaigns in different magazines and websites, of course, to try to push this. It has a premiere in October. So when they come to us, they say, can we get some bloggers to blog about this and come and see us? And we say, yes, we can do that. But the target group, who are they going to meet? And we are going to meet the younger people who go and see them, or parents. Or mothers or fathers who can watch this. And we are not the negative part. So we think, okay, we can see some of it. But then we realize that we can go a little further. We can do this until it becomes a good content. So we shake hands with Bjørn, who is an adexio. A haubusunderer who sits there and makes Routoli. The video we are watching now is set off almost 300,000 times. So we shake hands and say, can you make the trailer for Minecraft? Can you make the Dr. Proto trailer? That's the time span we are going to make. And we have to see it. And then we look at it and work a little bit more. And then we say, okay, we can do something more. So I'm sitting on Skype in the living room with my grandmother behind me and talking about maybe we should make some pump powder and craft a little and turn it around. I was looked at as a little strange. We had a lot of fun when we talked about it. So it became clear that we were going to make a plug-in for those who use Minecraft. Not that they can make pump powder, if you know Dr. Proto, you know that's a big thing. But they can craft it with something like milk, batteries, and things like that. They make it and then they can fly through the universe. Until we can go even further. We make a portal. So in Minecraft you can make a portal and then you can go to the exit of the valley. We make it like a bath tub. You can install the plug-in, but you can't actually get a bath tub. You have to look at it. So what we're going to do is make some things. Make a plug-in that we install on Minecraft and get the user to install it. You have to sell this. You have to release it safely in Minecraft. The idea is to move the whole earth down to the fantastic history of Dr. Proto into Minecraft. It will last a long time. We think people will have a lot of fun making bath tubs that you jump into and then fly to another place. Or maybe you'll have to jump into that tank. And the whole thing is that we want him who is talking to us to sell it to his users. And do you think it will be successful? I think so. I think we will end up with a content that will have a long way to go to create success for this movie. But we don't know. So we start in October. Follow along. See if it will be a success or not. Then I actually have one minute left. Over time. One minute overtime. Thank you. Thank you, Kjetil. You will get a small gift on your way now. It's an active hammer. A lot of money. Super. Creative or? Is it paid? Not by them. By me. Thank you. Very good. There were very few questions. There were some rhetorical ones. But otherwise I was just incredibly pleased. And a lot of quotes and pictures and brilliant satisfaction on Twitter. So I think you did a good job. Thank you. So good. Good. Then we have gained some perspective. And then we will show our first customer case. Which is Jens Løhland from Norrøna. He is an e-commerce manager there. And I think that Norrøna is one of the coolest brands that we have here in Norway. And they go all in with real hearts and bodies. It's full. Yes, I shouldn't say that. It's filmed. So I think we will let Jens come on stage. And his project is called Live Your Brand. So clap for Jens. Thank you. Is the sound on? Yes. Good. Thank you for having me today and telling us a little about what we do in Norrøna. I was going to start with a movie that I think shows very well what Norrøna is and why we are here and what we stand for and what we want. It has never been shown outside the Norrøna house so far. So it will be exciting to see what you think of it. So I thought I would talk a little about why we do with the content marketing. How we work with content and find content. And how we get content visible. And finally I thought I would end with some tips from how we work with Inno. Let's go. What is Norrøna like? Is it something in our roots? Is it the adventure? Those narrow trails, the speed, the flow? Is it the freedom? Is it the challenge, mastering something we never thought we could do? Is it testing our limits? The hunt for a great experience? The heights, the view? The chance to look deep into ourselves? Is it the thick forests, the vast distances, the endless wilderness? Is it record setting, being the first, the fastest, the best? Or is it pure curiosity? What are we looking for? Companionship? Old friends, new friends? Or is it the serenity, the silence, the solitude, the wonder? The passion? What exactly are we looking for? Why do we always want to go a little further? Since 1929, we've been making outdoor products with the highest possible quality. We still do. Our mission is to make everyone able to get out there, to that special place, that eternal playground. Welcome to nature. With regard to the content marketing and what we do, we have many good ambassadors that we work with and have the opportunity to make a lot of exciting content. Jørgen Jørgensen is the owner and leader of the Kjære Generation in Norden. Norden was started, as you heard, in 1929 and has been a family business since then. Jørgen says that both my grandfather, my grandfather and my father thought that we should make products with the best design, the best functionality and the highest quality. They thought that the product development should be driven by the bravest of us, the ones who dare to think new and the ones who go out on extreme adventures. And we still believe that. So the three pillars in Norden are quality, functionality and design. This is quite well in line with our relatively newly launched children's collection, or junior collection, from 8 to 13 years old. We chose to lower the sizes of the adult clothes without compromising quality, functionality or design. So that the children can have the best products when they go out on their big and small adventures. We have long worked with environmental friendliness in the Norden. This is something we have not communicated so well with our customers or users yet. But now we are working on making more progress. We don't do this primarily for the customers, that's not why we are environmental friendly. We want to stand up for ourselves and we live by nature. And those who have a relationship with the Norden live by nature. But this is something we care about and we see that our customers care about. Among other things, I have this one today, which will be released next year. It is a jeans collection in organic cotton. So why do we do content marketing? The main reason is that we want to be an inspiration source. We want to be an inspiration source for people to get out into nature, so that they experience them in their own way. We want to build relationships with our customers. What we see is that a relationship with the Norden rarely starts with just buying a product. It often starts with listening to the Norden via friends or acquaintances. That you read articles that we have published. Maybe you use one of our travel guides on how to best experience the Lofoten and so on. Through that you get a relationship with the Norden and what we are. Many end up buying products from us. For us it is very important that our customers can identify with the Norden. Therefore we do everything we can to be an inspiration source, have good relationships with them, have an environmental friendly focus and always deliver quality, function and design. As Simon Sinek says, People don't buy what you do, they buy why you do it. For us, if we are to get out the Norden, why we do what we do, content marketing is the most important and best way for us to get it out. We need to give people an understanding in a different way than just show some ads. So how do we work with it? We who work in the Norden have a very big content focus in most of what we do. We are very busy documenting, both through pictures and video, different processes that are happening in the company. It is not just finished products that are to be taken pictures and so on. But as you saw in the video, we also document the prototype screening and the discussion meetings about how a collection should be. How the ambassadors are drawn into the process early on and how they develop their products and how they test them before they are sent to production. The way we develop products is by working with concepts that are adapted to specific activities, which are also specific target groups. We start with an idea of a concept or target group that we want to have a collection of. Then we develop the collection to that target group, with a focus all the time on the target group. By documenting the process very well, from the idea to the finished product in the store, and then we have a very good content when we go out and tell about our products and why they have been made. For us it works very well to have our own content department. We have all services, including pictures and that kind of thing, to do internally. We use some professional photographers, among our ambassadors. But for us it is very important, or some of the advantages of this, that those who work with content have a very high awareness of products. They have a greater insight than what we would have a commercial office to get, where they can see what is coming in the future, and they ensure a red thread through all our content, with those who are responsible for everything. So how we spread the content is the eminent, own, deserved and paid channels, not much new there. But on our own channels we have our own network. Some of what we focus more on now is to optimize content that does not have to do with the online store, but which is magazines, articles, guides and videos and everything. We send out news every week, and it is hard to adjust the content even more to the different target groups we have, and with regard to language and so on. But it is a good value. The deserved channels are of course social media, and then we have our ambassadors. Some examples of our ambassadors are Børge Austland, Robert Kaspersen, who is a high mountain climber, Andreas Ygge Vig, who is a snowboarder, and Magnus Mittbe, who is one of the world's best climbers. Since they are so early in the process of developing a concept, are involved in adjusting the collection to the target group they represent, they get a very big ownership of the products we are going to bring, and they have liked to test them for a year before we launch it. So they are very eager to get pictures and videos from testing the products as quickly as possible, and it is not something we need to trigger, it is something that they have gained through the process. With regard to the press, we want the press to experience our products in their rightful place, in addition to sending too many press reports. So we can invite foreign journalists to a two-day event in Norway, where they can participate in a ski trip in the Nordmarka, where we are going to launch a cycling collection for example. On paid advertising we use YouTube to spread videos, we use Facebook and audience targeting, both to spread our magazine articles, to see which magazine articles get the most interest, and so on, and we see that the click-price of sharing content is a bit higher than having more product focus, but we see that people spend a lot of time on our side and engage well with our content. We use PR agencies abroad, we have a large number of our staff in Norway, but we have a fairly strong growing growth abroad, and we use PR agencies to apply to the local markets, and then there are themed articles that we can pay for in some cases in our cold magazines. As for content, we wanted to do something spectacular with this new photo shoot, so Magnus Mittbø, who is an incredibly good climber, took him out of his mountain element, and chose a well-known landmark as Holmenkollen, and let him play with several photographers on the trail, and I think it turned out to be fantastic photos, and it was picked up by both VGTV, who republished a video we had made around it, NRK has shown it, foreign media has shown it, and so on. On Instagram, a few years ago, we took a kind of ownership, in the way you can do it, to a hashtag, welcome to nature, which is also our vision, and has triggered people to upload photos with this hashtag, through having a monthly competition where you can win a product. We believe that our users are the best at telling stories about how to use our products with the highest possible credibility, and what we see is that it may not be that winning a product is what our users put the most value on, but that is when we choose their pictures and republish them with our accounts. So just a few examples from our website on how we work with connecting content and products, an example is with our ambassador Robert Caspersen, who tells us how he uses our products, if we had instructed him on how to write the article, it would have been very different, because we see that, as he writes about it, he uses it in a different way than we have thought they would use, but there is a lot of credibility in it. We also have information about why we should choose organic food, and of course we present products that are organic. As you see some pictures and show them to some colleagues, and they smile at them, it may well be that you have good content that should be shared, and can get a life on social media and so on. So just a few short tips from how we work, we are very focussed on target groups, so focus on having a clear target group, and learn to know your audience and target group, so you can reach them in the best possible way, with the most correct content and time. And then we always think, or as often, on why we should publish what we have written here, or what value this gives to our users, do we do this to be entertained, do we want them to learn something, do we want them to be inspired, what is the meaning of the content we publish. And it is extremely important to document, have enough pictures and videos and so on, look at different places, different departments, have a coffee with someone who has worked for a long time in the company, so you often get some good stories. At our company I can go to the customer service department and ask what people are asking about, and if they are concerned about the day, what do the customers care about? Yes, they should be able to do their skis for the winter, and many are wondering what is going to happen next. Okay, then we have a great focus for the next news letter that will be published. Test content, it is nothing new with that, everyone knows that you have to test it, but it is not always as easy to get through. We try as best we can to get it done, and put a lot of focus on it, but I would like to do it even more. Optimize Google image search. On the image search it is less competitive than on the organic search for Google. As far as I know, there is no announcement there, and with less competition it is easier to get up, and there are quite a few people who start a search for a product by looking at pictures. And as we think it is relevant, when you have published good content, the bloggers are very good at that, and connect content with products, and we do that as well as we can, by presenting products that are relevant in relation to what a user has spent time reading. I took a little slide on what service we use, because I am sometimes wondering what kind of things are the ones who are in charge of what they use. So this is not a phase about what you should use, apart from maybe EP servers. But these are some of the values we use when it comes to content and SEO. At Google Trends we use the words, we wonder if we should use the word backpack, or backpack, what are the people's search terms? What words should we use abroad? It is very simple and easy to get up to. Google Search Console, or previously Webmaster Tools, where you can get a little update on both the speed on the site, and how Google's search engine looks on your site, and so on. I mentioned Google AdWords in the search, but I think about Keyword Planner, where you can get good tips on what kind of search terms are relevant around your brand, and what you should optimize for in relation to SEO. Optimize for work testing. Screaming Frog, which is a good SEO audit on your site, actually, how does it work with search engine optimization. We use STL on foreign, or on transitions to our foreign sites. The search engine has to be worked on in the future, with Google and so on. We are partners with Making Waves, and some of what we see that we are not good enough at, or that they always have to be with us, is to test all content responsively. Even though we have a responsive site, and think about it, we often find that a picture is wrong on mobile, by not showing what we want it to show, compared to what it shows on desktop. So that was from me. I hope you have got... Now I know the words a little better.