Download - Innovative Brand Communication

Communication That Rocks a Boat!An afternoon with Ericsson at Nordic Light Hotel 2009 12 02

by Johan Ronnestam

Saturday, December 5, 2009

Google Keyword ‘Johan Ronnestam’


Creative DirectorArt Director

Strategy & Business development


Creative DirectorArt Director

Strategy & Business development

Integrated advertisingDigital communication

Planning


A New World of Communication?


1943


2006


128 409Uppsala


2 874 860Swedish Members


127 760 Swedes a Week


1.Kina2.Indien3.U.S.A4.Facebook (+300 million)5.Indonesien


“Next Generation Platforms (Social Networking + Mobile) Driving Unprecedented Change in Communications + Commerce”

Mary MeekerManaging Director Morgan Stanley


Forum/Wall Posts

Messaging

VoIP Calls

Play Games

Status Updates

Share Videos/Music/Photos/Stories

Chat


Forum/Wall Posts

Messaging

VoIP Calls

Play Games

Status Updates


Chat

ConnectivityPresence


Forum/Wall Posts

Messaging

VoIP Calls

Play Games

Status Updates


Chat

ConnectivityPresence

57MM Users+166%

390 MM Users+153%

MobileSocial Networking


Kelkoo

Gonzo - Rome, Italy

SlideshareManoman - New Delhi, India

MacKim - Singapore, Republic of Singapore

AmazonGary - Antalya, Turkey

StardollKitty - Oslo, Norway

Ruby on railsStina - Mal Pais, Costa Rica

World ofwarcraft

Josephine - Barcelona, Spain

JaikuRuy - Buenos Aires, Argentina

New YorkTimes

Robert - New York, US

YouTubeFlea - Havanna, Cuba

MySpace

Linda - Manchester, UK

FlickrEster - Rabat, Marocko

VicemagClancy - Detroit, US

OrkutJano - Lima, Peru Ning

Wening - Jakarta, Indonesia

GizmodoWening - Jakarta, Indonesia

Google docs

Holly - Reykjavík, Iceland

TwitterTony - Mexico City, Mexico

FriendfeedFlemming - Copenhagen, Denmark

American apparels

Sina - Acapulco, Hawaii,US

MIXIChikako - Tokyo, Japan

HintmagJessi - Dubai, United Arab Emirates

WordpressRonin - Geneva, Switzerland

AutoblogJean - Paris, France

MSNBetty - Bronx, USA

LunarstormKatrina - Cologne, Germany

eBayLuke, James - Toronto, Canada

FlickrAndy - Atlanta, US

Basecamp

Helene - Stockholm, Sweden

iMeemLatifa - Beirut, Lebanon

ReadWriteWebYeshayahu - Tel Aviv, Israel

LastFMJohnJohn - BoraBora, French Polynesia

PCAlesandrej & Leija - Moscov, Russia

BaiduMeihuh - Beijing, China

PHPSami - Helsinki, Finland

WIIEtef - Kairo, Egypt

WiredShelley - Bundoran, Ireland

PicasaGreg - Manchester, UK

EspnLiza - Rio De Janeiro, Brazil


Broadcast


BroadcastSaturday, December 5, 2009

Brand

Consumer


Conversation!


TVC

Kotler

SWOT

Brand strategy

Effe

ct

PU

LL

Marketi

ng mix

PUSHP

lan

AID

AS

Banners

PR

Positionering


THINK DIFFERENTTHINK NEW


13:34:47


13:35:01


13:36:21


13:37:01


Innovation


Innovation

Entertainment


Innovation

Entertainment

Interactivity


Innovation

Entertainment

Interactivity

CreativitySaturday, December 5, 2009

You might think you’re into


when in fact you’re into the business of...


http://www.varialstudio.com/#Clowns


http://www.varialstudio.com/#

http://www.varialstudio.com/#

This Is a Logotype


This Is a Product


This Is a Customer


This Is The Brand


Brand =


BRAND

STORY

©Per Robert Öhlin

Friend Adventurer

Hero

Father

Guru

Creative

Clown

Casanova

Mother Guard

Virgin

Rebel


©Per Robert Öhlin

BRAND

STORYFriend Adventurer

Hero

Father

Guru

Creative

Clown

Casanova

Mother Guard

Virgin

Rebel


Your Story?


How does that feel?How does that sound?How does that look?


How does that feel?How does that sound?How does that look?

More important...what does it mean to ME?


You Can’t Move A Brand Without Moving People


things to think about13


1. Think Transparency


http://www.viddler.com/explore/dpzramon/videos/19/Saturday, December 5, 2009

http://www.viddler.com/explore/dpzramon/videos/19/

http://www.viddler.com/explore/dpzramon/videos/19/

2. Think Like A Nerd


Every interface...


...all the way!


3. Think Link


Your brandpresence online



Services/Offering



Services/Offering Content




“Social content”

FlickrYouTubeDelicious

RSSWidgets

WikisForum

Commentsetc...




Objective



RSSWidgets

WikisForum

Commentsetc...




Objective Value



RSSWidgets

WikisForum

Commentsetc...




ObjectiveConversion Value



RSSWidgets

WikisForum

Commentsetc...




Traffic




RSSWidgets

WikisForum

Commentsetc...




Traffic




RSSWidgets

WikisForum

Commentsetc...

UsabilityProduct

presentation




$ Traffic




RSSWidgets

WikisForum

Commentsetc...

UsabilityProduct

presentation




$ TrafficSUCCESS METRICS




RSSWidgets

WikisForum

Commentsetc...

UsabilityProduct

presentation






Above & below the line

advertising

PAID



RSSWidgets

WikisForum

Commentsetc...

UsabilityProduct

presentation







advertising

PAID



RSSWidgets

WikisForum

Commentsetc...

UsabilityProduct

presentation

“ABL & BTL”

AdvertisingInternet

PREvent

Point of salePackaging

etc...







advertising

PAID

SEM

Search engine marketing

PAID



RSSWidgets

WikisForum

Commentsetc...

UsabilityProduct

presentation

“ABL & BTL”

AdvertisingInternet

PREvent


etc...







advertising

PAID

SEM


PAID

SEO

Search engine optimization

FREE



RSSWidgets

WikisForum

Commentsetc...

UsabilityProduct

presentation

“ABL & BTL”

AdvertisingInternet

PREvent


etc...







advertising

PAID

SEM


PAID

SEO


FREE

The Social internet

FREE



RSSWidgets

WikisForum

Commentsetc...

UsabilityProduct

presentation

“ABL & BTL”

AdvertisingInternet

PREvent


etc...


Kelkoo

Gonzo - Rome, Italy

SlideshareManoman - New Delhi, India

MacKim - Singapore, Republic of Singapore

AmazonGary - Antalya, Turkey

StardollKitty - Oslo, Norway

Ruby on railsStina - Mal Pais, Costa Rica

World ofwarcraft

Josephine - Barcelona, Spain

JaikuRuy - Buenos Aires, Argentina

New YorkTimes

Robert - New York, US

YouTubeFlea - Havanna, Cuba

MySpace

Linda - Manchester, UK

FlickrEster - Rabat, Marocko

VicemagClancy - Detroit, US

OrkutJano - Lima, Peru Ning

Wening - Jakarta, Indonesia

GizmodoWening - Jakarta, Indonesia

Google docs

Holly - Reykjavík, Iceland

TwitterTony - Mexico City, Mexico

FriendfeedFlemming - Copenhagen, Denmark

American apparels

Sina - Acapulco, Hawaii,US

MIXIChikako - Tokyo, Japan

HintmagJessi - Dubai, United Arab Emirates

WordpressRonin - Geneva, Switzerland

AutoblogJean - Paris, France

MSNBetty - Bronx, USA

LunarstormKatrina - Cologne, Germany

eBayLuke, James - Toronto, Canada

FlickrAndy - Atlanta, US

Basecamp

Helene - Stockholm, Sweden

iMeemLatifa - Beirut, Lebanon

ReadWriteWebYeshayahu - Tel Aviv, Israel

LastFMJohnJohn - BoraBora, French Polynesia

PCAlesandrej & Leija - Moscov, Russia

BaiduMeihuh - Beijing, China

PHPSami - Helsinki, Finland

WIIEtef - Kairo, Egypt

WiredShelley - Bundoran, Ireland

PicasaGreg - Manchester, UK

EspnLiza - Rio De Janeiro, Brazil


Less than 2% can be viewed in the muséum







advertising

PAID

SEM


PAID

SEO


FREE

The Social internet

FREE



RSSWidgets

WikisForum

Commentsetc...

UsabilityProduct

presentation

“ABL & BTL”

AdvertisingInternet

PREvent


etc...







advertising

PAID

SEM


PAID

SEO


FREE

The Social internet

FREE



RSSWidgets

WikisForum

Commentsetc...

UsabilityProduct

presentation

Move budgets

“ABL & BTL”

AdvertisingInternet

PREvent


etc...


4. Think Big


5. Think Small


6. Think Viral


the viral triangle


Partner / Celebrity

the viral triangle


Partner / Celebrity Culture / Lifestyle

the viral triangle



Brand / Product

the viral triangle



Brand / Product

the viral triangle

INNOVATIVEIDEA


INNOVATIVEIDEA


INNOVATIVEIDEA

Relation to partner


INNOVATIVEIDEA

Relation to partner Relation to culture


INNOVATIVEIDEA

Relation to partner Relation to culture

Relation to brand


BRAND / PRODUCT


PARTNERS/CELEBRITIES

Visionaire - Innovative Print House

Sophie Calle, Andreas Gursky, Cai Guo-Qiang, Steven Klein, Yayoi Kusama, Alasdair McLellan,

Steven Meisel, Guido Mocafico, Nicola Formichetti/Gareth Pugh, Sølve Sundsbø, and

Mario Testino.


http://en.wikipedia.org/wiki/Steven_Meisel

http://en.wikipedia.org/wiki/Steven_Meisel

http://www.mocafico.com/

http://www.mocafico.com/

http://www.nicolaformichetti.com/




CULTURE

Art of print


Innovation


BRAND CORE

KRUG’s paid reach


A drink bloggerwrites about the

campaign

A newspaperpicks up the paper

A design paperpicks up the story and publishes an

article

A socially connectedblogger picks the story

Email

Twitters

Search

A privatechampagne

club

Collectors

BRAND CORE

KRUG’s paid reach

More bloggers

Bloggers

YouTube etc


Social communication


7. Think New No Matter What

People Say


8. Think Value


9. Think The Nobody


10. Think Stupid



http://www.whiteglovetracking.com

http://www.whiteglovetracking.com

11. Think Sharing


What can you share?


12. Think ‘Beta’


43% of Googles products are beta


Big strategy

Old model of communicationBig idea, big strategy & a lot of time

© David Armano - Logic + Emotion,


http://darmano.typepad.com/logic_emotion/2008/10/unconventional.html


Big strategy


test with consumers

focus groups





Big strategy


test with consumers

focus groups

adapt





Big strategy


test with consumers

focus groups

adaptTVCPrint

OutdoorWeb Campaign

EventPOSetc...

Campaign





Big strategy


test with consumers

focus groups

adaptTVCPrint

OutdoorWeb Campaign

EventPOSetc...

Campaign

measure





Big strategy


test with consumers

focus groups

adaptTVCPrint

OutdoorWeb Campaign

EventPOSetc...

Campaign

measure

Another big strategy





The new model of product communication

Micro launches, insight, iterations

Small strategy







Small strategy

Iterative development

planbuild

launchmeasure







Small strategy


planbuild

launchmeasure

insight

modify

small strategi

Knowledge







Small strategy


planbuild

launchmeasure

insight

modify

small strategi

Knowledge

planbuild

launchmeasure

iterative development







Small strategy


planbuild

launchmeasure

insight

modify

small strategi

Knowledge

insight

modify

small strategy

Knowledge

planbuild

launchmeasure








Small strategy


planbuild

launchmeasure

go on!

try somethingdifferent

insight

modify

small strategi

Knowledge

insight

modify

small strategy

Knowledge

planbuild

launchmeasure






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13. Think Bulls Eye


It’s NOT about reaching

1000 000 in order to sell to 100


It’s about reaching 10 people that reach 100 people that reach 1000 people that...


Scott McCloud

Comics


Scott McCloudThe world of comics

Google Chrome

The viral triangle

A comic book about Google

Chrome


Conclusion!


In 2010


• Think Outside the Box


...we end up here

This is where we want to be


...we end up here

This is where we want to be

Insight+

Goal



• Set New Goals


Goal = xxx


Set Your Goal = xxxx



• Set New Goals



• Set New Goals

• Fight For Your Ideas - Don’t compromise



• Set New Goals


• Always Do More



• Set New Goals


• Always Do More

• Overachieve Budgets



• Set New Goals


• Always Do More


• Think Social



• Set New Goals


• Always Do More


• Think Social

• Dare To Be Different - Dare To Fail



• Set New Goals


• Always Do More


• Think Social

• Dare To Be Different - Dare To Fail

• Demand More Of Others AND Yourselves


Entertain!


Your future client


www.ronnestam.comwww.twitter.com/ronnestam

www.facebook.com/ronnestamwww.flickr.com/ronnestam


http://www.ronnestam.com

http://www.ronnestam.com

http://www.facebook.com/ronnestam

http://www.facebook.com/ronnestam

http://www.flickr.com/ronnestam

http://www.flickr.com/ronnestam