Viviane Egli, Primafila - Presentation at POMP Forum 2014 - the 5th international content marketing conference, Ljubljana, Slovenia.

1. Living Energy
The Magazine for International Leadership
by Siemens
A success story since 2009
Primafila AG ı Hornbachstrasse 50 ı 8034 Zürich ı www.primafila-cp.ch

2. 1
Facts & Figures
Content:
• Accurately researched reports
• In-depth interviews by leading international journalists with the key decision makers in the energy sector
• Featuring trends and innovations in energy technology, politics and business
Readership:
• Top decisions makers in the energy sector (politics, business, science)
Distribution:
• Printed twice a year in 123 countries in an exclusive print run (only 17,000 globally)
Additional media formats with a wider reach:
• Video, App, online magazine version, blog, Siemens global website
© Primafila AG ı Corporate Publishing

3. 2
Facts & Figures (continued)
Media channels:
• App available at the Apple App Store and Google Play Store
• YouTube and other Social Media
• Siemens global website
• Further treatment of topics in reprints and re-uses, also for internal communication and external third-party
media
Languages:
• Print version in English (lingua franca) and Chinese
• App version in English
• Films in original language (e.g. Russian, Arab, Spanish etc)
– subtitled versions in English and German
– voiceover versions in English and German
© Primafila AG ı Corporate Publishing

4. 3
An Example: The Thailand Reportage in Spring 2014
1) Print reportage “Fire and Ice: The Energy Cycle that Powers Thailand’s Economy”
2) Film “Fire and Ice – Thailand’s Distributed Power Generation” in Thai original language, voiceover in
English and German, and with Thai, English and German subtitles
3) Five-part blog series with pictures
4) Topic page on Siemens global website with picture gallery
© Primafila AG ı Corporate Publishing

5. ust 2014 4

11. Video
The Reportage Film by Disspong Sampattavanich
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12. The Blog Series on TheEnergyBlog
(blogs.siemens.com/theenergyblog)
#1 Efficient Turbine Technology in Charming
Industrial Park
- The journey from Bangkok to Rayong
- Meeting managing director Cherdchai Yiwlek of
Amata B.Grimm Power Rayong
#2 Rayong’s Energy Demand
- Prof. of Energy Economics Praipol Koomsup explains
Thailand’s energy cycle along the example of
Rayong’s fishing industry
#3 The Business Principle of Unity
- Meeting Preeyanart Soontornwata, President of
Amata B.Grimm Power Group, in Bangkok to discuss
her business principles
#4 Successful Business in Thailand
- A conversation with Amata B.Grimm CEO Harald Link
digs into the history of a German dynasty of
entrepreneurs in Thailand
#5 Visualizing the Economic Dimensions of a
Story: Aerial Shots
- Notes from the film set: Working with a camera drone
© Primafila AG ı Corporate Publishing 5 August 2014 11

14. The Topic Page on Siemens’ website “Energy Topics”
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15. 14

16. Journalistic Quality

17. Intercultural Know-how
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19. 18

21. Who is Who (manifesting worldwide relationships)
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22. Living Ene rgy ’s
Mile s tone Is sue
This issue of Liv ing Ene rg y celebrates the tenth edition of our
magazine. Siemens would like to thank all the interview part-ners
from business, politics, and science for sharing their views
on how to shape and change the energy world with our Liv ing
Ene rg y correspondents around the globe – and therefore with
y o u , d e a r r e a d e r . W e a r e l o o k i n g f o r w a r d t o b r i n g i n g yo u m o r e
premium content in our future issues!
Living Energy
Oman’s Power
People
Living Energy.
Living Energy

23. Strong Awareness with Top Decision Makers
«I think Living Energy brings together
many aspects of energy in a valuable way.
Well-written, well-edited, attractive to
read.»
Daniel Yergin,
Pulitzer Prize-winning American author,
speaker, and economic researcher
«Living Energy magazine is very useful for our team
to get the latest information and to enhance their
‘external focus’ about international markets,
available technology & solutions and emerging
issues & forces in the energy sector.»
Mr. Jahdhami,
COO of Oman Power and Water Procurement
Company OPWP, Muscat, Oman
«The printed magazine and particulary
the iPAD app are produced to a very
high standard in terms of presentation as
well as content.»
Michael Stoppard,
Head of Global Gas Strategy at IHS
«We feel that the coverage is quite
exhaustive and key decision makers can
get sufficient information
to take balanced decisions.»
Vneet S Jaain,
CEO Adani Group, India
22

24. Results of Global Reader Survey “Living Energy”
Study No. 621448 • August 2014
Online reader survey based on 10th issue May 2014
Comtest AG Marketing- und Kommunikationsforschung
Summary
• More than 75% of users spend on average much more than 30 minutes per issue.
• On average readers are spending 46 minutes on an issue of “Living Energy”
(current benchmark corporate media audit: 27 minutes).
• The present results from the reader survey confirm high efficacy of the journalistic concept.
• 49% of respondents are considering print as appropriate channel.
• Nearly 50% of users never use “Living Energy” online – print is essential.
• 80% of the recipients and users receive the magazine by post mail.
© Primafila AG ı Corporate Publishing 23

25. Results of Global Reader Survey “Living Energy” (continued)
Study No. 621448 • August 2014
Online reader survey based on 10th issue May 2014
Comtest AG Marketing- und Kommunikationsforschung
• For over 80% of the participants, the content covers the individual scopes of interest and challenges in
their professional context to high extent.
• More than 50% of respondents attribute a high informational content to “Living Energy” magazine and
declare values 8 and higher (scale 0-10).
• 40% of respondents even rate the gain of insights for their professional challenges with values 8 and
higher (scale 0-10).
• The appearance (print and app) of „Living Energy“ is widely accepted and honored with a mean value
of 8.1 (on the scale 0-10). Research results do not show any polarisation (no rejecters).
• More than 45% of respondents would recommend Siemens to their friends and colleagues
(high contribution of “Living Energy” to net promoter score).
© Primafila AG ı Corporate Publishing 24

26. The Success Story:
The Key Goals and Achievements of Living Energy’s Cross-Media Content
• Journalistic, authentic premium content
• Credibility
• Strengthening of the Siemens brand
• Stabilizing customer relations for Siemens
• Supporting and demonstrating Siemens’ know-how in the energy business
© Primafila AG ı Corporate Publishing 25

27. The Success Story:
Recent Awards for Living Energy
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