on design, communication and the digital space
- sporadic brain dumps by Mattias Kindell -
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Eat it, I knew it.
January 20th, 2010 · unconstrained chatter

Sometimes you find answers to those vital questions in life. Finally I say!

via swissmiss

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Let’s get over Social Media and go back to the internet
January 14th, 2010 · communication

internetpoint556

We had web 2.0, we now have Social Media. What happened to the internet / the web? Both of the mentioned are evolution of the internet, as a technology and as a communication channel. Think Hugh (Gapingvoid) make a good point “the main point of the internet is to remove “barriers to socializing”. Everything else is secondary“.

Let’s go back to the internet and make it more social as intended.

Thanks Judith for the point.

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The Big A’s App Store Economy
January 14th, 2010 · brand

via takemetoyourleader.com

Enough said!

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360 to 365
January 13th, 2010 · Blog, brand, Marketing

color_layers

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…

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Simple Stuff, Good stuff!
January 11th, 2010 · collaboration, communication, conversation

- via SwissMiss

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A Nice Conversation
October 1st, 2009 · communication, Online, Social Media

This morning I spent two hours on the subject of IR (Investor Relation) and how it is impacted by the social shift online  (a breakfast seminar by Intellecta Corporate och SpareBank 1 Gruppen). IR is a new angel for me so I decided to check out what some experts had to say.

Must say that it was quite interesting listening with a great finish act by SB1. One thing that is similar to most corps, not surprising but non the less, is how this strict, controlled and number driven area of communication react when the social aspect is entered in to the equation. We have a scenario where traditional set ways meet conversation in a not so set way. And we get the now traditional “shit, they are talking to and about us.. shit, shit… what to do now” scenario. This is where one of the speakers form Intellecta (Elias Betinakis) ended his presentation of “what is web 2.0/sm and a lot of Twitter” with an excellent point – for the first time ever companies can actually be personal in their response. This was further discussed by the enthusiastic “Direktør Informasjon og samfunnskontakt” at SB1 – Christian Brosstad – where he encouraged to use common sens, your gut feeling and most importantly be nice and tell the truth. (find the presentation here)

See, it seems that this social thing turns out not to be so bad after all, it is just a conversation with people that actually care about your brand. And if you look at is closely, it is actually a great opportunity! a great opportunity to tell your story, be personal hens building real loyalty for your brand.

All in all a good start to a Thursday morning. Now lets see if I can make our (read: the company I work for) IR preform as well.

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100 days later Service is still king
August 14th, 2009 · communication, Online

spinn

Arguably there should not be 100 between posts, but sometimes life and job get in the way… Well it is a nice even number of days to start again on though…  Just read a brilliant post – Content is a Service Business (Andrew Savikas on toc) – where I believe Andrew explains the challenges of content in a digital freemium world perfectly. Some great thoughts around the music/publishing/aggregation industries in there as well as links to some inspiring people. And, while on the subject of free, if you haven’t picked up a copy of FREE from Chris Anderson, do. Some interesting reading/listening about the history and future of the free business model.

This is not new to digital content. Why would the price of admission to see a given year’s Razzie Award winner be equivalent to the price of admission to see the year’s Best Picture? Because the price of admission is not for the content. It’s for the privilege of seeing it early, and doing so on a big screen in a social environment — movie patrons pay for the service provided by the theater, not for the movies themselves (here’s a counterpoint on movie pricing). That’s the point that Reznor and Kelly are making: think long and hard about what your customers want, and provide the service of giving that to them.

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Fort the love of #*&%¤”!
May 6th, 2009 · Blog, Social Media, unconstrained chatter

I stress because I don’t blog, I get stressed if I blog because I don’t really have the time, I am stressed (well maybe more annoyed) because I have 20+ post almost ready but don’t get to finish them… and I really want to blog and twitter and … seriously! Time management is a b*¤#” isn’t it. Matt’s (techno//marketer) two hour minimum puts some light on the subject of how much time this social thing takes, must take, to work/be relevant/effective/be social. Talk to you all hopefully sooner then later ;)

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A great click
April 28th, 2009 · advertising

Jeep Wrangler Unlimited

Stop the presses, I clicked on one. A banner that is. Great example of advertising that actually is relevant and give value. And a great example of a landing page after click that actually continues the experience (this is unusual). Hat of to Swedbank and agency x (anybody know who made this?).

Swedbank calculator

(Yes, definatly considering buying a Jeep Wrangler Unlimited. Hat of to Jeep for making this great classic bigger. If you are a fan, do not forget to check out Jeep great online community)

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GCN – one more channel that works?
April 21st, 2009 · advertising, design, search

google_cpa_preformance

Google just released a white paper on the performance of Google Content Network vs Google search. Interesting reading and some worth thinking about findings. Find it through the Inside AdWords blog or get the PDF here.

How do Content Network ads perform for advertisers? We recently analyzed conversions, cost, and cost-per-acquisition (CPA) on the Content Network, and compared them to performance metrics on the search network across thousands of campaigns and many geographic regions.

This white paper presents the findings from this analysis. It shows that advertisers who advertise on the content network see good results on a number of levels:

  1. Ads on the Google Content Network are likely to be as cost-effective – or even more cost-effective – than ads on the search network.
    • The median advertiser has a content CPA that’s about 2% lower than their search CPA.
  2. The Content Network drives a significant share of total conversions.
    • The Content Network drives nearly 20% of total conversions for the median advertiser.
  3. Conversion rates are higher for advertisers who used either of two AdWords campaign management controls: the Conversion Optimizer and site exclusion.

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