A curated Flipboard Magazine on Marketing, Design & Technology

Experimenting with Flipboard and curating content consumed on the interwebs that is worth sharing (at least in my book or in this case magazine) using their Magazine platform. Happy flipn’…

A curated collection of inspiring, thought provoking or just great content on the subject of marketing, design and technology via (and sometimes by) Mattias Kindell

View my Flipboard Magazine.

 

A Few on Evolution – focus on Social …

The discussion has been long lived and still thrive… quite a bit of interesting stories floating around out there in the cloud. Thought I share some I find interesting and start an new series on the evolution of the internet, split into different focus… I’ll start with the social side (media, network etc.). If you have more, which I have no doubt, please share in the comments.

Some outtakes of Disruptive Media Conference 08 (nr 2). Thanks to Björn Falkevik blog for the videos.

Keynote: Neville Hobson on Achieving measurable business results with social media

“Against a backdrop of changing behaviors in society and shifting climates of trust in the workplace, Neville Hobson illustrates what some organizations are doing with social media and how they are achieving measurable business results.”
Some interesting stuff in there with references to “the other” big social networks.

Presentation on SlideShare

Nr1

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Nr2

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“Mediebyråns roll när medielandskapet förändras”
Fredrik Svensson, Creative Director at Starcom, speakes about the changing landscape for media companies and where social media plays a big part. It is all about a good idea, good collaboration between agencies/disciples, to involve the consumer and to see social media as a partner. Some good cases form Svenskafans.com, Guitar Hero and Wesec.com among other…  and its in Swedish…

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Trendspaning: Det är inte framtid. Det händer nu.

Det händer otroligt mycket i de digitala medierna just nu och 2008 kommer sannolikt bli ett år som kommer att kommas ihåg. Annika Lidne från Lidne Inc. guidar genom några av de större trenderna och mer populära tjänsterna och företeelserna.

Presentation on SlideShare

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Interessting small cut on contact points in the digital/socail space. Form the blog of Björn Falkevik.

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Social Media in Plain English

360 to 365

Just read this article – 5 Marketing Principles Brands Should Embrace in 2010 – on adweek, it touches on what need to change in this new channel intensive landscape. In summery from my point of view:

The product is the marketing, the marketing is the productIt is about creating value that real people want to pay for… Or as Frank Striefler puts it “create better realities”. (product = product or service or anything of value that sells)

Use design as a strategic resourceit not just about look (even if very important and effective) it is about the way we go about reaching innovation. Design thinking as a concept is taking hold and proving to be a effective tool when solving the problem of innovation and business success.

Lead with the brandit is not enough with a great product that your consumers love, it need to be lead by the brand. A credible carrier, a strong partner, a friend to talk about and interact with. Here values and transparency is key to supplement the product. This is a very good one to remember, in this cluttered landscape you need to have a strong brand and a valuable product.

Shifting form campaign to all the time – this is an effect of how we now consume, all the time. So it would be quite stupid to just communicate once in a while and ignore the rest. Consistency/quality/efficiency in all touch points with value and conversation. “…a brand must build long-term platforms to become an indispensable part of people’s daily lives by providing continued entertainment and utility. Brands can’t afford to go dark any more. Instead, stimulate brand conversations with more initiatives, more often. Just like people, brands are a sum of their experience…”

Say something interesting that people want to talk about can be enough with the product but most likely you have to also say something. “In a world where it’s more important what people say about your brand than what brands say about themselves, give people something to talk about.”

Create value with your product and brand, be transparent and honest, be creative, and the success will follow…

Po.P shop


Well, here we go, after 71 days of not blogging why not start with a clean sopping experience form a kids store. Polarn o. Pyret a Swedish quality kids brand just (recently I believe) launched a web shop. After looking around for some short for my son I realized, Po.P got e-commerce. A clean and intuitive interface which is “on brand” to use a cliche, but this is Po.P straight through. Good clean product shots, color picker, complete info surrounding the products with a great cart function. And almost everything is within one click… Even got a blog this function (somewhat basic) and a used section (köp o. sälj) where you can sell your used Po.P. This makes me realize that a good shop experience can defiantly strengthen a brands… surprisingly uncommon . Lesson learned, if you are thinking of e-commerce, think before you launch… don’t pick an “out of the box” solution, build a branding experience and conversion will follow.

That extra effort

Seth and his brilliant illustrative blogging got me thinking about the one thing that all brands should do but usually market them self out of doing. It applies to even the most mediocre and “one in a million” boring  brand.

Give your “customer” something to talk about – a.k.a give them more that they expect.

Promise you that this is cheaper then that Super Bowl ad (OK, a little over pretentious example maybe), product space at that “in” store, or that exclusive address. + in the long run will build better brand.

Let me illustrate – you just bought designed paper clips (you know the curly kind in mat black) in an typically standard online store. It arrives 3 days later, stuffed in a brown box with the receipt. Fairly typical, right? What if instead you bought the same paper clips (mat black an all) in a beautifully designed online store (easy to use, easy to look at) that gave you some interesting examples on use and pointed you to  relevant info around the product. It arrives in 1 day (you paid for 3 day deliver) in a brown box with company logo nicely applied. You open it an see a neatly packed box (tissue paper and a branded sticker maybe) and a personal letter thanking you for your purchase (this was not your first purchase, they remember), asking how they can make the experience even better and offers rebates on relevant to you list of products.

Which shop and paper clip brand would you recommend to your friends?
Even if the there was two different brands would not both win? Even if you do not go all the way, just talking a step and give something more, unexpected will be worth the effort.

Do Something Worth Talking About

Just found these wise words on Paul Isakson’s blog:

Quit trying to “join the conversation.”

Stop trying to be everyone’s friend.

Don’t shove your marketing messages at people.

Just listen to what people are saying about your product or service and apply what you learn to making it better.

The same goes for your marketing.

Make it worth talking about.

Dito, that is all I can say.

Or just drink this 😉

Obama on CNN RSVP Facebook

Just RSVP:d to Barack Obama Inauguration on January the 20th via Facebook along with 500 000+ confirmed guests. This historic event will be streamed live at CNN.com Live. Another brilliant move on the part of Obama “marketing”, Facebook (use of Facebook Connect) and CNN.
See you all there…

Btw. check out the +54K comments, sorry, wall posts, they are both very entertaining and very scary…
– thanks to Johan for the heads up.

, , , , , , , ,

Insure this…

created @ Allstate garage

Found this in among my drafts, worth posting even if created 080415…

Created this sweet ride at the Allstate garage. A {new} campaign effort by Allstate to sell insurance to bikers. By Leo Burnett Chicago and Domanistudios. A few things you can do on your visit is plan a trip (mashup with Google maps), watch Garage TV (kinda stupid but im not a biker?), build a sweet ride like above or watch Indian Larry team do the there stuff… o and find an agent or get a quote.

KCIA

We got channels, I mean we got channels and the consumers are using more and more of them. It is not easy to reach the right person with the right message in this channel rich world, right? Right, so why do some brands make it and some don’t. Think the fundamentals are straight forward, but when it comes to execution and communication, there lies the the tricky part. Read this great post form FutureLab on “10 Tips for 360° Marketing – Metallica vs Yael Naim: Steamroller vs Word of Mouth“. This one touches on big budget vs word of mouth (well in this case aided by a strong brad) and the importance of an integrated approach (360°). This got me thinking, how do you go about this on a fundamental level, came up with KCIA – Integrated Communication Model, see illustration below.

Creative Commons License
Quite simple – knowing who {Knowledge} you are you talking to makes it possible to understand what {Concept} to say and where {Integrated Strategy} to say it so it gets heard. Once they hear, you must listen and evolve {Adapt} the message accordingly to stay “listed to”. There we go, a clear and simple way to communicate in today’s multi-channel environment ;). Well, it make scene in my head, thought? comments? please share.

Is the bar open

Just spent the morning at the SIME VIP breakfast where Forrester‘s Jaap
Favier
(apparently a rocket scientist) held a very interesting
presentation on the subject “marketing in a recession”. Quite trimly
subject but as Jaap being a self stated optimized approached it as an
opportunity rather then a problem. Can’t not but agree with this angel.
He continued talking about the 4 basic needs of humans – uniqueness, variety, comfort and connect
– and the shift of customers focus of these in a economic downturn. U-V
> C-C and tided that in to how smart marketers need to shift
there approach to align with customers expectations. This being 30%,
since 70% is planning to stick to U-V, hrm I sometime wonder…
Meaning moving form one way to “open” way communication. Traditional to
social to build brand. Brought out one of the greatest analogy I have
heard in a while – open a bar (comfort and social aspects of
your friends). He gave an illustrative case from P&G’s Ivory soap
(the soap that float) from the last rescission. Touched on that one
need to focus on current business now, build C-C, and then when
things get better start attracting new business. Build loyalty through
connection. Again, agree and I think he touched on some very relevant
approaches for today’s marketers. Another guy how preach the same is
Seth Godin (not a rocket scientist but still), slightly
different angel and talk a lot about tribes now a days.

I just have one thing that I find being a hiding factor when trying to
go social, even if the company in question understands the benefits.
Resources and time needed to manage and make the bar live… To have a
successful bar you can not just pore the first drink and then have the
bar tender leave… you have to constantly pore new drinks. This seem
to be some built in understanding that you do this once and the you
can come back next quarter or even year. I suspect it has something to
do with the old media approach. Either way seem to be true for both big
international companies as well as smaller local. Is this just me? any thoughts out there to approach this?

All in all it was a great breakfast presentation and would recommend to
catch this guy at some marketing event in Europe or become a Forrester
client and you might get a visit.

If you are at SIME tomorrow, drop me a line or two and let’s have a coffee…