Business developmentFrom an organizational point of view

Rasmus Dalby JørgensenDigital Business DeveloperArla Denmark

Introduction

• Been with Arla Digital Marketing for 6 years

• Intern

• External consultant

• Web Manager

• Digital Business Developer

• Primary focus

• Strategy

• Larger development projects

• IT collaborations

• Global collaborations

• Development agency management

01 November 20162

Rasmus Dalby Jørgensen

• Platforms

• Arla.dk

• Arlafoodservice.dk

• Castellocheese.dk

• Lurpak.dk

• Arlaunika.dk

• Karolines Kitchen App

• Arla Puzzle App

• Recipe Database

• Encyclopedia Database

• Product Database

• Store Locator

Karolines Kitchen

01 November 20163

Inspiration since 1962

“The kitchen for all of Denmark”

Launched in 1962Basement in Aarhus C

Dairy Union wished to teach consumers how

to cook with dairy products

2006 – is integrated into Arla and moved

into Arla offices

7 employeesAll recipes are

developed, tested and rated in a 270 m2

kitchen

46 products4600 recipes369 themes

App – iOS, AndroidFacebookInstagramYoutube

Key numbers

25.000.000 sessions

83% organic traffic

44.000.000 recipe views

1:50 avg session duration

Production of assets

01 November 20167

From 1960 to 2006

Recipe idea Idea pitch Approved

No

Recipe creationRecipe

documentation

Take picture

Yes

Add to cookbook

Production of cookbooks

01 November 20168

Distribution to all of Denmark

Production and distribution of cookbooks

Pros• Fixed distribution

• Visually appealing

• Control of user journey

• Control of user experience

• Telling the story they want to tell

01 November 20169

Not all bad, right?

Are we forgetting the users?

01 November 201610

But…

Production and distribution of cookbooks

01 November 201611

Not all good though..

Cons• Fixed distribution

• Lack of tracking

• PUSH of information

• No way of engaging users

• User journey ends after closedbook

Online marketing

01 November 201612

Going online

01 November 201613

Babysteps..

Recipe idea Idea pitch Approved

No

Recipe creationRecipe

documentation

Take picture

Yes

Add to Website

Upload to DAM

What about the users?

01 November 201614

Are they important?

Keys to process success

01 November 201615

Mandate

Process lead

Involvement

01 November 201616

How did we involve Karolines Kitchen in our work?

Process description

Alignment

Implementation

Optimization

Optimal flow

01 November 201617

All stakeholders as a part of the process

Digital Recipe process

Kar

olin

es

Kit

chen

Dig

ital

Tea

mSE

O A

gen

cyR

ecip

e D

atab

ase

Arl

a.d

k/A

pp

Phase

Idea from content wheel

Initiate recipe trend insights

Data collection on search behaviour

Data collection on User behaviour

Receive input and recipe ideas

Align all input

Develop recipe

Document recipe creation

Take picture

Optimize text to match search

behaviour

Upload picture Set status to live

Feed content from Recipe Database

Follow up/reporting on recipe

performance

Adapt content wheel to match

reporting

Process description

Optimal flow

01 November 201618

All stakeholders as a part of the process

Digital Recipe process

Kar

olin

es

Kit

chen

Dig

ital

Tea

mSE

O A

gen

cyR

ecip

e D

atab

ase

Arl

a.d

k/A

pp

Phase

Idea from content wheel

Initiate recipe trend insights

Data collection on search behaviour

Data collection on User behaviour

Receive input and recipe ideas

Align all input

Develop recipe

Document recipe creation

Take picture

Optimize text to match search

behaviour

Upload picture Set status to live

Feed content from Recipe Database

Follow up/reporting on recipe

performance

Adapt content wheel to match

reporting

Process description

Optimal flow

01 November 201619

All stakeholders as a part of the process

Digital Recipe process

Kar

olin

es

Kit

chen

Dig

ital

Tea

mSE

O A

gen

cyR

ecip

e D

atab

ase

Arl

a.d

k/A

pp

Phase

Idea from content wheel

Initiate recipe trend insights

Data collection on search behaviour

Data collection on User behaviour

Receive input and recipe ideas

Align all input

Develop recipe

Document recipe creation

Take picture

Optimize text to match search

behaviour

Upload picture Set status to live

Feed content from Recipe Database

Follow up/reporting on recipe

performance

Adapt content wheel to match

reporting

Process description

Optimal flow

01 November 201620

All stakeholders as a part of the process

Digital Recipe process

Kar

olin

es

Kit

chen

Dig

ital

Tea

mSE

O A

gen

cyR

ecip

e D

atab

ase

Arl

a.d

k/A

pp

Phase

Idea from content wheel

Initiate recipe trend insights

Data collection on search behaviour

Data collection on User behaviour

Receive input and recipe ideas

Align all input

Develop recipe

Document recipe creation

Take picture

Optimize text to match search

behaviour

Upload picture Set status to live

Feed content from Recipe Database

Follow up/reporting on recipe

performance

Adapt content wheel to match

reporting

Digital Recipe process

Kar

olin

es

Kit

chen

Dig

ital

Tea

mSE

O A

gen

cyR

ecip

e D

atab

ase

Arl

a.d

k/A

pp

Phase

Idea from content wheel

Initiate recipe trend insights

Data collection on search behaviour

Data collection on User behaviour

Receive input and recipe ideas

Align all input

Develop recipe

Document recipe creation

Take picture

Optimize text to match search

behaviour

Upload picture Set status to live

Feed content from Recipe Database

Follow up/reporting on recipe

performance

Adapt content wheel to match

reporting

Digital Recipe process

Kar

olin

es

Kit

chen

Dig

ital

Tea

mSE

O A

gen

cyR

ecip

e D

atab

ase

Arl

a.d

k/A

pp

Phase

Idea from content wheel

Initiate recipe trend insights

Data collection on search behaviour

Data collection on User behaviour

Receive input and recipe ideas

Align all input

Develop recipe

Document recipe creation

Take picture

Optimize text to match search

behaviour

Upload picture Set status to live

Feed content from Recipe Database

Follow up/reporting on recipe

performance

Adapt content wheel to match

reporting

Process description

How was the changes received?

01 November 201621

Alignment

11/1/201622

”That’s a whole different process”

Alignment

How did we convince them?

01 November 201623

Alignment

Continuous reporting

01 November 201624

Graphs showing data on specific recipes (seasonal soup)Implementation

01 November 201625

Implementation

SEO Workshop

01 November 201626

Implementation

SEO Workshop

01 November 201627

Implementation

Outcome

01 November 201628

Optimization

Actual results

01 November 201629

Optimization followed

Process followed (Cinnamoncake) - 32.000 views YTD

Process not followed (white brownie) – 7.400 views YTD

Optimization

What was the outcome of changing the ways?

01 November 201630

26% rise in traffic – 2015 VS 2014Optimization

11/1/201631

Optimization

AS IS process mapped

01 November 201632

Digital Development with stakeholders

AS-IS Workshop – Digital major projects outline

Dig

ital

Age

nci

esB

ran

dG

lob

alLe

gal

Co

mm

un

icat

ion

Sale

s

Evaluation phaseImplementation phaseScope and pitch phase

Idea arises

Agency brief

Agency debrief Approved?

Full pitch initiate

Yes (90%)

No (10%)

Receive agency pitch

Align on pitch

Align on pitch

Align on pitch

Align on pitch

Alignment received Pitch approved? Feedback collectionNo (90%)

Receive feedbackFeedback alignment

Feedback alignment

Feedback alignment

Yes (10%)

Revised pitch

Revised pitch received

Align on pitch

Align on pitch

Align on pitch

Align on pitch

Pitch approved?

Asset production start

Yes (90%)

No (10%)

Define technical limitations

Align limitations

Align limitations

Limitations received Production resumes Assets delivery

Assets received

Assets received

Go through received assets

Approved?

No (90%)

Implement assets

Review setupSetup

approved?

No (10%)

GO LIVE

Yes (90%)

Request evaluation

Collect data

Receive evaluation

Evaluation alignment

Evaluation alignment

On track?

No (?%)

Yes (?)

Process description

Key takeaways

01 November 201633

Building consensus

Don’t overuse models/processes

Find the painpointsand address them

Gain yourstakeholders trust

Report on findings

Everything is personal and opinion based

Rasmus Dalby JørgensenDigital Business DeveloperArla Denmark

RAJOG@arlafoods.com+45 89 38 16 45

01 November 201634

Thank you!