Telling a complicated story H&K D2 Energy, 26 April 2012 Erik Haaland 2012-04-26

There’s never been a better time for good ideas

2012-04-26 2

Open channel for innovative thinking

2012-04-26 3

Statoil’s Media Partnerships

Statoil selected four media partnerships to align themselves with authoritative

credible voices that reach their audience in targeted environments:

2012-04-26 4

0.0%

0.5%

1.0%

1.5%

2.0%

2.5%

3.0%

0

50

100

150

200

250

300

350

400

450

1.08 8.08 15.08 22.08 29.08 5.09 12.09 19.09 26.09 3.10 10.10 17.10 24.10 31.10 7.11 14.11 21.11

weekly new sign ups conversion rate

Informed Elite respond to media partnership content

Graph shows conversion rate based on amount of InMails sent vs. weekly new sign ups

Standard InMails send out date

Current News/Partner Content send out date

Is the future of the North

Sea renewable?

What does the Arab

Spring mean for

European gas?

Shale Gas

in the US

The Economist

Energy Debate:

choose the motion

Explore the visual

guide to global

energy needs

Key learning – what works

• Country specific topics when targeting 1 region e.g. US

• Using exclusivity message e.g. be the 1st to view/ only chosen by you

• Linking InMail content to group content e.g. voting on the Economist poll

• Integrating media partnership content – Inmails gain the highest % joining rate

2012-04-26 5

Telling a complicated story

Erik Haaland

Sr. Consultant

erhaa@statoil.com

Tel: +47 954 21 770 www.statoil.com

2012-04-26 6