Blog of Ronnestam » The trend is my friend

Gotland Grand National 2011. Ett av mitt livs största utmaningar.

ronnestam — Fri, 13 Jan 2012 13:13:00 +0000

This post, written in Swedish tells the tale about my 2011 start in Gotland Grand National.

För 32 år sedan gick jag i skolan med Marie Hessel. Sedan dess har vi setts någon gång då och då i samband med någon klassåterträff eller i liknande sammanhang. Sen plötsligt står hon där och hänger i baren på Scandic Anglais Hotel i Stockholm. Lika sprudlande glas som vanligt berättar hon glatt att om 14 dagar ska hon åka till Gotland och köra Grand National på sin endurohoj. Ju mer hon berättar desto mer minns jag de klassiska bilderna från 1989 när Grand National var lerigare än någonsin. Inuti min hjärna är det någon som utbrister “Jag vill också åka” och ur munnen kommer samma ord. Marie ler stort och frågar “Åker du också motorcykel?” Jag svarar snabbt “nej, men hur svårt kan det vara?”

Marie Hessel på motorcykel genom öknen. 1999 startade Marie som en av världens första kvinnor på motorcykel i det ökända rallyt Paris Dakar.

Någon timme senare är vadet klart och bevittnat av våra vänner i baren. Om Marie fixar båge, klubbmedlemskap, licens och nummerlapp så lovar jag att lära mig att köra och fullfölja loppet om två veckor. Framåt natten när jag ska lägga mig för att sova mig minns jag att jag med skräckblandat förtjusning hoppas att Marie faktiskt fixar allt det där hon lovat och att det blir en tur till Gotland för min del. Redan nästa morgon börjar SMS droppa in från Marie. “Olle Ohlsson har båge, jag återkommer om allt det andra” messar Marie. Och på den vägen var det. Inom loppet av två dagar har Marie säkerställt att jag inte kan dra mig ur. Jag ska köra Gotland Grand National.

En tidig söndagsmorgon, helgen innan tävlingen möter jag upp Marie strax utanför Upplands Väsby. Vi lastar på hennes hoj på ett gammalt släp jag fått låna. Strax efter rullar vi upp ekipaget utanför Olle Ohlssons garage utanför Arlanda. 10 minuter senare tar Olle och hans kollega Björn tar emot mig och Marie utanför deras lokaler. Där utanför står 4 vackra Husaberg redo att tyglas i skogen. Jag känner hur det pirrar i magen när hälsar på grabbarna. Det är en god stämning och vi har en vacker höstdag att njuta av. In i garaget, på med skydd, stövlar, kläder och hjälm. Vi skriver ned allt på en lapp eftersom det är samma kläder jag ska ha på mig helgen efter när det är dags för Grand National.

En härlig uppsättning endurohojar i Olles garage.

Bara minuter efter står vi ute på gårdsplanen och Björn ställer frågan “Har du kört mycket båge förut?” Nae, inte mycket men jag har kört en jäkla massa mountainbike svarar jag. Båda svaren är på gränsen till lögnaktiga, jag har ju aldrig kört båge förutom några hundra meter på Farsans båge för något år sedan och Mountainbike var herrans många år sedan, men säger jag det får jag väl inte sätta mig på hojen tänker jag. Det är väl precis som vanligt – ettan ned och resten upp säger jag med spelat självförtroende. Marie, hon står mest och skrattar högt eftersom hon vet precis hur mycket jag kört båge. Björn och jag snackar en stund om allt möjligt medan en av de andra killarna som ska med oss ut i skogen gör sig klar. Då kör vi då säger Björn.

Jag svettas som fan, pulsen slår, jag har bara ramlat 2 gånger på 30 minuter men känner att nu måste vi stanna snart annars ramlar jag av cykeln. Björn måste ha hört mina tankar för han stannar till i skogen där vi kört. “Du hänger med bra” säger Björn. Och det gör jag, jag är förvånad, men jag hänger med bra. Sen tar Björn ett mindre teoripass medan jag lyssnar och klunkar i mig vatten från min Camelback samtidigt.

Lagom slut efter min första träning någonsin på en endurohoj.

Ju längre dagen går desto mindre trött blir jag. Stå upp ofta, knip benen runt tanken, foten fram i kurvorna, sitt långt fram på tanken, armarna rakt ut när du kör, rör dig med cykeln, ta skvalparna halv elva osv osv osv. När vi kör in till garaget igen känner jag mig tröttare i huvudet än i kroppen. Men jag känner att Grand National, det kommer jag klara av.

Grand National. Den 5:e november 2011 på Gotland.

Efter att ha kört både vilse på vägen till tävlingsområdet och gått vilse i depån möter jag upp Olle och hans gäng. Marie och alla andra är redan på plats och har till och med hunnit med att klä på sig, anmäla sig och registrera cyklarna. Jag kastar kvickt på mig alla kläderna och får order att åka iväg till registreringen. Jäklar vad skönt det känns att sitta upp på hojen igen. Jag puttrar iväg igenom depåområdet och hittar till registreringen. Transponder på plats, hjälm och skydd. Bara 30 sekunder senare är jag registrerad och klar. Jag hinner inte riktigt tänka efter just nu utan det är dags att åka mot starten.

Dags för start.

Ute på ett fält en bra bit ifrån depåområdet tornar startområdet nu upp sig. Det är helt sjukt. Överallt står det åkare. Det är inte mycket publik men över 2000 endurohojar på samma ställe inger respekt. Jag ska starta i den gruppen som står längst bak och bestämmer mig för att ställa mig längst bak i även den gruppen. Jag har ju ingen aning om hur det kommer gå så jag tar det säkra före det osäkra. Vi ska stå här tills att en signal ljuder och då ska vi gå med cyklarna några hundra meter för att ställa upp för start. Halvvägs möter Björn upp och tar mina överdragskläder. Jag är glad att min 390 kubikare har en motor för det är inte helt lätt att putta fram cykeln över kalkstensåkern här på Gotland. Men till slut är jag framme. Vi får varmköra motorn i tio minuter innan starten. Jag fattar inte vad det här ska vara bra för, men alla andra gasar ju så jag gasar med. Sen är det dags att stänga av motorerna. Speakern ropar ut att vi ska vänta in grönt ljus och sen är det tävling. Glasögonen rättas till, handen på startknappen och tystnad, tystnad och ännu mer tystnad. Grönt! Draken vaknar till liv och hela Toftafältet dränks i ljudet av tusentals bågar. Och iväg.

Starten på Gotland Grand National 2011

Det går bra. Det går faktiskt riktigt bra. Jag försöker tänka på allt Björn sa förra helgen samtidigt som jag kryssar igenom fältet. Jag kör i princip bara om folk hela tiden. Förutom något tjuvstopp ibland i toppen av backkrön så går det undan. I var och varannan kurva ligger människor i högar och krälar av banan. Jag har aldrig i någon sport jag utövat förut sett så många skadade på så kort tid. En tanke flyger genom huvudet: Vi människor är bra konstiga som trots alla dessa skadade överallt ändå bara kör på. Allt eftersom tiden går börjar jag få bra häng igenom kurvorna. Det här är grymt kul.

Den mytomspunna hästskon

Hästskon. En orgie i lera. Bilden är tagen av Odepedagogen.

Efter att vi klättrat uppför över kalkstensklippor en bra bit svänger banan 180° och plötsligt kör i full fart mot den berömda hästskon. Framför mig tornar ett slagfält från medeltiden upp sig. Överallt ligger människor och krälar med sina fallna hästar. “Håll dig på kanterna!” Camillas (Arnalid) råd från dagen innan gör sig påmint. Jag tar vänsterkanten och kör så självsäkert jag bara kan rakt fram i leran. Det går bra till en början men sen gör orutinen sig påmind. Jag ligger för nära föraren framför mig och när han sätter framhjulet rakt i ett lerigt hål samtidigt som han uppenbarligen sitter för långt fram slår han omkull. Jag ställer mig på bromsen och där kommer första vurpan som ett brev på posten. Jag ramlar dock bra och är snabbt uppe.

Blir intervjuad av Sveriges Television under Gotland Grand National 2011.

Lustigt nog har jag vält cykeln precis bredvid Sveriges Television där också Camilla står. En kort intervju med TV kameran som tyvärr klipptes bort och lite peptalk med Camilla, sen är jag igång igen. Hästskon går hur bra som helst.

Andra varvet och ett motorstopp.

Första varvet har gått grymt bra. Tiden är inget att skryta med, men jag startade längst bak och har dessutom stått och slöat i hästskon. När jag passerar depån bestämmer jag mig för att strunta i pausen. Nu ska jag göra en bra tid! Andra varvet går grymt bra. Jag kör förbi många i startfältet, känner mig mer hemma på cykeln och när jag står inför ett val ner på öppna fältet att ta ett svårt eller enkelt spår känns det svåra spåret självklart. Snart ska dock orutinen göra sig påmind igen. Nedanför depån på det öppna fältet ligger banans lerigaste pöl i år. Det är riktigt tung lera och den är djup. Här går jag in med samma strategi som i hästskon, håll till vänster och håll hög fart. Det funkar. Jag surfar igenom leran i hög fart. Men så händer det som inte får hända igen. Jag hinner i fatt en annan åkare och istället för att bara köra om lägger jag mig bakom i hans spår. Han faller och där står jag nu igen. Jag ramlar inte men blir stående i djup lera. Strax efter kommer föraren innan mig igång, men i hans försök att ta sig ur leran sprayar han mig och min cykel fulla med lera. Efter några minuter är han lös men jag ser ut som en lerfigur från någon utgrävning på Gotland. När jag nu själv ska loss överhettas cykeln snabbt och stannar. Jag försöker starta om, den startar och stannar. Så här håller det på några minuter innan jag inser att det här kommer inte gå. Jag bestämmer mig nu för att vänta en stund och låta cykeln kallna. Medan rensar jag kylaren från lera. Men det här är hopplöst. Jag står mitt i spåret och varje gång jag fått bort geggan är cykeln täckt igen.

En nedskitad Husqvarna motorcykel.

Efter ungefär tio minuter tar jag beslutet att flytta bort bågen från spåret och försöka igen. Ett styrketräningspass senare står jag nu på gräset och försöker starta hojen igen. Helt kört. Det ryker och batteriet låter som om det börjar tröttna. Jag bestämmer mig nu för att ringa Olle och be om hjälp. Sagt och gjort. Av med tröja, hjälm och handskar. Mobilen ligger i min Camelback. Några minuter senare svarar Olle att de kommer, men det kommer ta en stund. Förbi rusar förarna förutom de som fastnar då förstås. Det ligger människor i klasar. Någon cykel har helt sjunkit ner i leran. Äldre hjältar sitter i leran och orkar inte röra varken sig själva eller sina cyklar. Efter 20 minuter bestämmer jag mig för att prova att få igång cykeln igen. Underbart! Den startar på första försöket. Jag kastar iväg ett kort SMS till Olle att jag är igång igen och slänger på mig kläderna. Nu jävlar ska det åkas.

In i depå.

Det är en överlycklig Olle som möter upp mig när jag väl hittar fram till depån. Jag babblar oavbrutet om hur grymt det här är och trycker i mig energikex och saft. Björn och Olle kollar hojen och konstaterar att allt ser bra ut. Iväg, iväg! Ropar Olle.

Sista varvet, en vurpa och min medalj!

När jag ger mig ut på tredje varvet är det revansch som gäller. Nu har det gått så mycket tid så att eliten börjar komma ikapp. I början svischar de förbi och det gäller att hålla sig ur vägen. Men jag börjar snart få bra koll så jag försöker hänga med. Och ju längre varvet går desto bättre hänger jag med. När jag kommer fram till leran ute på det öppna fältet ligger tre åkare i en hög mitt i spåret. Jag bestämmer mig för att inte göra samma misstag igen och väntar innan leran på att det ska bli fritt spår. 5 minuter senare klyver jag leran likt en Vaxholmsbåt klyver vågorna. Det går grymt bra!

Snart är jag tillbaka inne i skogen igen. Hala kalkstenshällar, stigar, grus och stenar stora som cykelhjälmar körs över med rasande fart. Det går så grymt bra att jag börjar ta skvalparna (det heter så tror jag när det är många gupp efter varandra) på bakhjulet. Jag håller fint ställe genom kurvorna och jag börjar faktiskt bli riktigt bra på det här. Förutom enstaka elitåkare är det faktiskt jag som kör om mest folk. Inte tvärtom.

Mitt ben blåslaget av gotlands kalkstenar.

Jag blir övermodig. När jag försöker hänga på elitåkarna börjar jag köra på marginalen. Och där inne i skogen när jag landat efter att hoppat ned för en mindre klippa av kalksten klämmer jag åt handbromsen lite för hårt. Framhjulet viker sig och jag störtar till marken. När jag faller hamnar hela mitt högerben under cykeln. Jag har dragit av alla muskler i min högra vad av är min första. Höften är bruten är min andra. Höger hand är också bruten är min tredje tanke. Jag har tidigare i livet brutit ett stort antal ben och även ryggen så jag vet vad jag talar om. Men den här gången ska det visa sig att jag har fel. När jag fått bort cykeln och hunnit slappna av, allt medan elitåkare far förbi på båda sidorna om mig, börjar faktiskt benet kännas ok. Jag kommer gå i mål!

I mål!

Väldigt stolt efter att ha genomfört mitt livs första endurorace!

10 minuter senare kör en trött men mycket glad Johan Ronnestam över mållinjen i Gotland Grand National. Vad som verkade som en omöjlig utmaning var möjligt. Jag inser samtidigt att jag har haft tur som inte skadat mig mer. Den absolut största överraskningen med det här äventyret var just skador. Jag har aldrig deltagit i en sport där jag sett så många olyckor på så kort tid. Gotlands kalkstenar är grymma och havet av lera oförlåtligt.

Med medaljen kring halsen åker jag igenom depåområdet. Kroppen är varm av glädjen över att vara färdig. Samtidigt längtar jag efter mer. Det här var bland det roligaste jag gjort i hela mitt liv. Jag gjorde det! Stort tack Marie för att du tog mig med på en fantastisk resa!

15 keys to deliver a fantastic keynote presentation on stage

ronnestam — Thu, 12 Jan 2012 22:51:55 +0000

Inspired by Swedish blogger Fredrik Wass who stated that he will blog for a 100 days in a row I felt I had to get my blog going again. So here we go!

Photographed by Paulina while forecasting trends at the Creative Summit together with among others Brian Solis and Alf Rehn.

In 2011 I was honored to be selected as the keynote speaker for events all over Europe. I delivered more than 80 keynotes on entrepreneurship, creative ideas, future branding, communication and business development, some of them shared here on Slideshare. In more than 90% of the occasions I was given the highest ranking of all the speakers by the audience. Hell, I even spoke for 24 hours in a row without any sleep. In other words – I’m confident I have some thoughts to share on how to deliver a great keynote presentation.

Here are 15 keys to deliver a fantastic keynote presentation.

1. Before even getting on stage – make sure you’ve got your logos, pathos and ethos wired.

What you speak about is 50% of your keynote, but the way you look and sound giving that keynote is the other 50%. The worlds first branding expert Aristotles knew how to make people buy what he sold. He divided the means of persuasion, appeals, into three categories; Ethos, Pathos and Logos.

- Ethos: the source’s credibility, the speaker’s/author’s authority

My credibility when I’m speaking is of course a mix of how I look, my credentials and the way I bring my message forward on stage. A common mistake I see over and over again is when speakers enter the stage and then go; “Before I speak, let me tell you about who I am and the company I’m representing.” This is more or less totally unnecessary since you’re there for a reason. If you do your thing right people will understand that you know your shit. After all, someone invited you so the people in front of you in the crowd will surely expect you to deliver. Remember that no one knows what you will say before you say it so don’t be to hard on yourself if you forget something you were supposed to say!

Who would you listen to if you were a banker? Who would you listen to if you were an Art Director?

An important thing though is to avoid making people angry (if that’s now what your assignment is) by dressing totally wrong, swearing or making fun of things that matter to the people in the room. A certain amount of selling should always be taken into account even if it requires you to dress up differently than you’re used to.

- Logos: the logic used to support a claim (induction and deduction); can also be the facts and statistics used to help support the argument.

When it comes to logos there’s different ways to handle this. Reliable statistics, famous quotes, facts and but also your own observations. However if you only bring up a observation as a proof of your theory you’ll tend to make people feel unsure about your whole presentaiton. But if you make sure to find patterns in historical information and present them in an understandable way you’re usually home free.

In 2007 I spoke about how Facebook would be the worlds most trafficked site with the help of this technical analysis of site traffic.

After all – if you are giving a keynote about future trends or an idea the world have never seen you will have to present logics that support your claims. The history if often your best friend when speaking about things in the future.

- Pathos: the emotional or motivational appeals; vivid language, emotional language and numerous sensory details.

Mirror mirror on the wall! Yes it’s actually true. The more you rehearse the better you get. Use your face, eyes, arms, voice and your whole body. Once you’ve got it wired get out there and rock the party!

2. If you don’t know the subject – don’t speak at all.

The worst presentations I’ve ever given over the years are the ones where I didn’t really master the subject. Avoid moments like that. Of course that shouldn’t keep you from challenging yourselves every now and then. But don’t choose the big arenas for those crying games.

3. Ask what your contractor want

I’ve learned that no one knows your audience better than your contractor. Therefor it’s key that you ask what they want to achieve with your keynote. Make people happy? Make people angry? Make people scared or give people hope. Still I don’t want to much information. It’s important that the contractor doesn’t shape my presentation After all, I am the professional. My solution is the five bullet point rule. Before every presentation I’m expected to give I ask my contractor to send me five short bullets that explains who I’m speaking in front, what they want them to learn, how they want the audience to feel once I’m done and what the goal with the event is.

4. Sell one thing!

This is an easy one so I’ll keep it short – If you’re selling fish don’t make up stories about dead meat. Make sure people understans that know one knows big fish as you do!

5. Drop the corporate bullshit

If you’re representing your company and is expeted to sell something then make sure you share your knowledge and people will ask you in the end what you sell. Nothing sells as competence. Trust people to contact you if they thought you knew what you were talking about. If you’re on stage purely focused on selling no one will listen to what you’re actually selling.

6. Drop the bullets.

Sometimes the best solution is to make fun of the worst.

No one wants you to read bullets from corporate slides. We’ve all been there. Stuck in the middle of an audience listening to some boring odd character looking not on us but instead on his own presentation and reading those bullets like dead people read poems…not good. Please stop giving keynotes if you don’t know how to sell your shit! Tons of corporate CEO’s are really good at this. They’re sent off to a stage somewhere in never-never-land expected to deliver a keynote with a deck of slides in their hands prepared by a assistent somewhere. I hate CEO’s speaking of shit they don’t know shit about. What’s up with that?

7. Drop the corporate fonts

Every slide in your deck should be there for a reason!

There’s nothing as boring as a presentation with one headline font and then another one for the rest. You’re on stage to inspire people, teach them something and especially keep them awake. No two slides should be the same.

8. Tell stories from your own life.

Preparing a keynote and a story about how my snowboard career ended.

Nothing brings life to a presentation like your own life. True stories that are coming from your own life are the best. People have never heard them before, they’re authentic and people out of some reason always count them as real stories. Of course, if you end up telling stories about Marsians and shit like that people will probably not belive you.

9. You’ve also got ‘black’ slides in your deck!

This is your most valuable slide!

In the world of photoshop, keynote, powerpoint and prezis maybe the most valuable color of them all – black – is often forgotten. If you’ve got something to say that you really really really want people to listen to. Place a black slide in the middle of the deck and let those words out without distraction. If you’re doing it right you’ll have your audience spellbound.

10. Rehearse, rehearse and rehearse some more.

This is one of the things I’m really bad at. But every time I’ve done a presentation that I’m really proud of I’ve almost rehearsed it. I even rehearse presentations that I know by heart already. You can never rehearse enough!

11. It’s your stage. Then make sure it fits your needs.

One of the key factors to delivering a great keynote is the actuall stage. Far to many times have I entered a stage that didn’t match the venue. Maybe the stage was to big compared to how many people visited the event or vice versa. Every now and then someone has placed a wide table between you and the audience – remove it. If people take their places far back in the room – leave the stage and get closer to them. The last thing you want is an audience that thinks your on stage acting superior and distant.

12. One minute before entering the stage

An audience in Zagreb minutes before I’m entering the stage.

Ok, so you’re all done and prepared to give the speech of your life. Remember those five bullet points I wrote about. Now it’s time to get into presentation mode. When I’m waiting to enter the stage I think about these five bullets. The most important one however is how did my contractor want people to feel once I’m done. If they wanted me to make people happy I’m smiling like a dumbass those last 60 seconds. I they wanted me to provoke the audience I’m getting myself psyched up and angry. If they wanted me to make people feel enlightened I’m getting ready to enlighten people. And then I do my best to keep that feeling alive all through the presentation.

13. If something goes wrong – restart yourselves.

Once you’re up there doing your best you will experience moments of dispair. You might see someone in the audience looking bored, someone looks tired or maybe you’ll get an angry comment. Now is the time to seek your inner strenght. Think back to that presentation mode you were supposed to deliver upon. Take a breath, pause, make people wait and then restart. You’ll notice that this will get you back on track!

14. Never lose track of time.

Make sure you prepare your presenter display right.

Rule number one of all presentations. If you’ve got 20 minutes it’s 20 minutes. Not less and definitely not more. If you’re using Apple Keynote you should make sure to set up your second screen with timer and a clock. Another good idea can be to download an app that Per Axbom told me about. It’s called Timer for iPhone and let’s you set up sections to keep track of time. It’s a great help!

15. Shine!

Now it’s up to you! Rock on!

Say no more!

ronnestam — Sun, 23 Oct 2011 19:09:50 +0000

The first app that my mobile app start-up JAJDO released last sunday, Buildo Rescue Sticker book, suddenly turned up in the New and Noteworthy section in the Apple app store. This is off course great news! There’s more coming soon!

We’re VERY honored about being featured here!

Nothing more to say!

Proudly presents: Buildo Rescue from JAJDO

ronnestam — Mon, 17 Oct 2011 21:23:52 +0000

Some of you probably know about my little venture called JAJDO. Together with Jonas Theder and Andreas Wålm I’ve set out to build an app factory. So far it’s a small factory and it’s taken some time to fine tune the assembly line but we’ve finally made it. Our first app is live in the app store!

Our first app. We’ve made history (at least in our books : )

The Buildo Rescue Sticker Book

This app is called Buildo Rescue and features 103 hand designed, full-color stickers themed around the Emergency & Rescue Services. There are boats, police cars, ambulances, helicopters, jet skis, scuba divers, doctors, nurses and loads more to choose between!

Build your own scenes in panoramic soundscapes

It’s simple yet cool sticker book app for kids aged 1-7 focused on engaging children’s natural creativity. Studies have shown that children who are able to create or make sense of narratives at an early age have a greater connection to knowledge and greater potential for self-expression.

We’re nr:1 in the Swedish Education category in Sweden

The app was launched yesterday and today we learned that it’s already the Nr:1 in the Swedish education category in the app store. Wow. I’ll tell you – this building products for children’s stuff is fantastic! So, if you haven’t tried it yet – head over to JAJDO and have a look at the app or head straight to the app store. psst – Read the Moms and Dads zone before getting started!

Moving forward we’re hoping to launch somewhere between 5 and 7 more apps before christmas. Most aimed towards kids 1-7 years and some meant for you parents of those small wonders of the world!

Have fun learning!

24 Hours Live. Sammanfattning, höjdpunkter och ett stort tack!

ronnestam — Fri, 07 Oct 2011 10:05:38 +0000

(This is a Swedish post covering the 24 Hours Live event in May earlier this year)

Tidigare i år, närmare bestämt i början av Maj, genomförde jag tillsammans med Göran Adlén årets kanske mest korkade eller geniala idé. Ett enkelt koncept. Vi skulle spendera 24 timmar non-stop i hotelbaren, något slags världsrekord?, på ett av sveriges coolaste hotel, Clarion Sign Hotel, och föreläsa om framtidens kommunikations och affärslandskap samt hur det kommer påverka vårt samhälle och oss människor. Vi kallade konceptet för 24 Hours Live.

Therese Reuterswärd fångar oss med sin’telefon’ någonstans från baren.

Som om det inte var nog övertalade vi vår gode vän och ‘thincasting’ expert Robin Danehav att sända hela eventet live över nätet vilket skulle ge oss möjlighet att interagera inte bara med publiken på plats utan också de som följde oss via nätet. Sagt och gjort. Robin riggade tillsammans med Petter Karlsson och satte sig bakom kamerorna.

Klockan 12:00 den 6:e maj slog vi på (live) strömmen för att sedan hålla låda 24 timmar i sträck. Utan att Sova. Utan att ta pauser. Bara tala oavbrutet.

När klockan ett helt dygn senare åter slog 12:00 kunde vi blicka tillbaka på 24 fantastiska timmar där mer än 3000 personer på olika sätt följt livesändningen som inte marknadsförts mer än via några blogginlägg samt någon enstaka Tweet dagarna innan. Vi var helt enkelt osäkra på om vi skulle orka prata oavbrutet i 24 timmar och vågade därför inte göra för stor sak av det hela.24 timmar efter att sändningen gick igång så kunde vi dock konstatera – vi höll oss vakna, enligt tittarna lyckades vi i stort sätt leverera intressant innehåll 24 timmar i sträck (nåja, det var kanske lite djupt där runt 5-tiden på morgonen) och Robin behöll skärpan och levererade sveriges, om inte världens längsta non-stop livesändning via Internet utan att byta personal.

Alla 24 timmarna finns nu upplagda som enskilda entimmes program på Blip. Hoppa gärna in där och titta. Jag själv vill här i blogposten särskilt lyfta fram några favoriter.

24 Hours 12:00-13:00 – Vad är 24 Hours och framtida möten.

Den första timmen – i vilken Göran Adlén och Johan Ronnestam efter visst teknikstrul som löstes på sekunder av Robin Danehav och Petter finner trygghet i formatet, talar om ångestdockor och Thailändska humöransikten, presenterar hur 24 Hours kom till, det framtida mötet och slutligen om att våga misslyckas.

24 Hours – 16:00 -17:00 – Framtidens skola.

När klockan slår 16 börjar diskussionen om de viktigaste människorna i världen – våra barn. Efter att Johan Ronnestam leder tittarna igenom sin bloggpost ‘Tänk om’ så förgyller Rickard Gatarski timmen med sin närvaro och sina tankar och Mattias Östmar förklarar vad som behöver ske för att skolan ska förändras. Det handlar om avskolning, skattebortfall, teknologi, kreativitet och barnarbete.

24 Hours 04:00 – 04:30 – Intervju med Jerry Silfwer

Timmen mitt i natten i vilken vi har äran att bjuda in och få samtala med Jerry Silfwer om framtidens PR och kommunikation. Jerry är Executive Digital Strategist på Whispr Group, Inc. New York samt superbloggare på Doktor Spinn.

Stort tack till dig Jerry för att du ställde up helt spontant efter vår inbjudan via Skype.

24 Hours 10:00 – 11:00 – Robin Danehav om Thincasting samt vi dissar etablerade branchmedia.

24 Hours börjar närma sig sitt slut. Vad vore bättre än att då gå igenom hur vi faktiskt lyckats öppna en temporär TV kanal och sända live 24 timmar i sträck med bara internetuppkoppling och digitalkameror. Robin Danehav intervjuas av Göran och Johan. Du som är sugen på att testa det här själv – missa inte det här avsnittet. Bruttolistan över vad som behövs hittar du här.

24 Hours 11:00 – 12:00 – Sammanfattning av 24 timmars livesändning också spontana presenter.

Sista timmen är kommen. Vi inleder med en mastodontsammanfattning av hela dygnet. Otroligt många lärdomar, fantastiskt engagemang, spännande diskussioner och några misslyckanden. Vi tar också 5 minuter var och reflekterar över vad vi individuellt tyckt om dygnet. När det så blir dags att gå av scen får vi celebert besök av Brit Stakston och Rickard Gatarski som har med sig spontana presenter och blommor. Otroligt rörande. Alla listorna som skrevs under dygnet hittar du här.

Resten av timmarna hittar du här på vår Blip kanal eller så slår du dig ner och tittar igenom alla 24 timmarna på en gång.

En snabb sammanfattning av saker som hände lite här och var.

Vi lade ut punkter på vår Posterous blogg efter varje timme eller ‘åsiktsblock’. Riktigt kul att se hur vi lärde oss saker under resans gång samt att vi blev bättre och bättre på att interagera med publiken.

Johan Lange bloggade både här och där. Malin Ströman tyckte vi såg fräscha ut efter en lång natt. Mera Business skrev en härlig blänkare. Och precis när nästan allt var slut, då dök även IDG upp. De traditionella aktörerna är inte helt insomnade

Slutligen så vill jag rikta ett stort tack till Ludvig Lindblom (aka @internuts ) som tog det fantastiska initiativet att samla alla 3190! mentions på #24live som Twittrades under de 24 timmarna som vi höll på. Som om inte det vore nog så sammanställde han också statistik över Twittrandet. 3190 Tweets. 1467 stycken via Tweetdeck. Flest mentions mellan 20:00 och 21:00 på torsdagskvällen. @KarinTyden var flitigast med 111 stycken hashtags. Härlig konversation att titta tillbaka på.

Som RichardGatarski Twittrade ut. “#24live hade aldrig funkat utan en socialt medietränad (vad vi förr kallade) publik.”

(ps. Vi fick faktiskt klagomål. En gäst påpekade att om man satt och talade för människor skulle man inte hålla på och pilla med datorn samtidigt

Tack för allt stöd! Tack Göran. Tack Robin. Tack Petter. Tack Clarion Sign Hotel som lät oss sitta där och babbla.

Stay Ahead Of The Competition – Here’s How I Do It.

ronnestam — Fri, 11 Mar 2011 20:36:17 +0000

Back in 1980, Michael Porter (most famous of creating Porter’s Five Forces) published the study Competitive-Strategy: Techniques for Analyzing Industries and Competitors. It was more or less the beginning of what you today would call Competitive Intelligence - the action of defining, gathering, analyzing, and distributing intelligence about products, customers, competitors and any aspect of the environment needed to support executives and managers in making strategic decisions for an organization.

Be Curious. Wonderfully photographed by Patricia Glogowski.

Personally I think that time has come for change. Organisation and brands today tend to believe managers are supposed to create business development departments that make sure the company stays ahead of competition. I don’t agree. In the complex world we live in it’s time to make each and every employee a part of that competitive intelligence process. In other words it’s up to you. You are the ones that can make it happen.

A constant flow of information.

The world is becoming smaller and smaller. The Internet has erased borders and will sooner or later erase even language barriers. As a result your company isn’t fighting the local competitor around the corner any more. Your brand and even you are going global. When you apply for your next job you’ll find yourself beat by someone who doesn’t even speak your language. On top of this the things you know might not even be worth knowing tomorrow. In fact, the half-life of your knowledge has gone from a lifetimes worth to three years according to research Fredrik Svensson referred to (YouTube in Swedish) as we (and my speech in Swedish) both spoke at Digdel some time ago.

As a result of all this we all have to listen, read and learn more about everything, every day, and every hour. It’ll be what your success depends on in the future.

Here’s Johan Ronnestam’s formula for keeping track of the world.

Back in 1996 I started to gather information online with different tools. It’s funny cause I’ve never enjoyed reading books on trends but online reading never seems to kill my curiosity. I guess it’s the fact that online information often is as fresh as it can come. It’s real time. So, here we go:

Netvibes – My hub of inspiration

My first and foremost tool is my Netvibes reader account that I’ve written about before. It’s filled with all kinds of things and to make sure I read the feeds I’ve entered the Netvibes site as my home page which means that every time I open my browser I’m being fed good things from all around the world – every day, every hour and every minute.

Netvibes – The source of my inspiration

Netvibes is simply an RSS reader that I’ve filled with about 350 blogs and websites that I think is necessary to keep track of. The content is a mix of both things I do have to read and other stuff that surprises me every day. When you’re looking to keep track of the outside world – make sure you’re constantly surprised by things you didn’t know you wanted to know about.

On top of that I’ve also filled it with filtered feeds. As an example I’ve gathered about 70 design blogs that are being pulled into one feed with the help of Yahoo Pipes. Another example is reading the top most saved bookmarks on Delicious. This way you’ll make sure that you read stuff you never dreamed of reading.

Netvibes is also the ultimate tool when it comes to creating dashboards in order to keep track of both your own brand and potentially your competitors. Head over to my other post on that subject.

Sharing is caring
Since I believe in sharing I also decided to post my Netvibes file here (right click to download) so that you can get going faster than you ever thought was possible. Then head over to my guide on how to install it here.

Twitter – Real time social P2P information distribution

Writing about things like this and not mentioning Twitter (here’s my Twitter account by the way) would be a crime. For many people Twitter seems like that stupid 140 character social network where people tell the world (that doesn’t listen) that they just brewed a cup of coffee. Nothing could be more wrong. Twitter, to me, is the ultimate combination of knowing what’s up in the world, keeping in touch with friends and other people who you don’t really know but might be interested what you’re up to.

Once you’ve registered an account you should of course start to follow a bunch of people. On Twitter there’s this thing called ‘follow friday’ where you more or less recommend your followers who to follow. Other people on Twitter tend to follow everyone back that follows them. In my case I actually try to read most tweets through out the day and given the fact that I’ve got more than 4000 followers it would be impossible to do just that. So in my case I’d say that my #FF are the 429 people I follow today.

In Twitter you can create your own lists (here are some I’m listed in) or follow other peoples lists. This is also unmatched. If you quickly wanna get updated (in real time) on a specific subject. Just go ahead and search for some authorities and then have a look at which lists these people are placed in. Follow one of those lists and you’ll be amazed how many great things you’ll learn in no time.

Don’t get stuck with the Twitter site. Use Tweetdeck or something similar.

When you start your Twitter venture. Don’t forget to download some kind of Twitter reader to your desktop. Using Twitter via their webpage just wont work over time. There are tons of different tools you can use. Personally I use Tweetdeck for my computer and an app called Osfoora for the iPad and iPhone. As with everything else – keep experimenting and try different tools as you get more used to this social network.

Finally, using Flipboard as stated below, in combination with Twitter and Twitter lists is the ultimate laid back ‘keeping up to date’ tool.

Flipboard – Social Reading.

This app for my iPad is the most wonderful tool in the world. Not only does it let me read my Facebook accounts and my Twitter feeds as a book. On top of that I can enter other Twitter lists, searches, Flickr accounts and most importantly Google reader accounts.

Flipboard lets you read feeds relaxed and focused

What I’ve done here is analyzed my Netbives reading behavior and then collected the 50 most important ones. I’ve then imported these into my Google reader account that I personally don’t use in my computer since I think the presentation mode stresses the hell out of me and makes it impossible for me to stay on top of my content. But with the help of Flipboard that problems is solved.

By downsizing my Netvibes feeds into the most important feeds and reading these on my iPad I’ve got the perfect tool to keep track of the world when I’m on a plane, a bus, a train or just wanna lay down on the couch and consume inspiration.

Delicious – Social Bookmarking

Another tool of mine is Delicious. It’s more or less a social replacement of your bookmark manager that you’ve got in your browser. The difference is that it’s cloud based and therefor always accessible. Comment your bookmarks and tag them with keywords and slowly but surely you’ll turn your bookmark history into a searchable history. Personally I like to tag things with both keywords, client names that they might be important for and finally cases that I often use when I speak in public.

(Note. Yahoo has signaled that they might shut Delicious down. But it seems it wont happen any time soon)

Instapaper – Turning Internet Pages Into ‘Books’

Then of course there are always resource that might seem to long to read of the screen. The computer screen that is. The Instapaper combined with your iPad or iPhone is the ultimate tool.

Instapaper turns ugly websites into a beautiful read

When you end up finding yourselves short of time, simply save the link to Delicious and then click ‘read later’ that you’ve place on your bookmark bar once you’ve created an account over at Instapaper. Boom – now that site of yours is transformed into book-look-alike that you can open on your mobile device. Once there you can favorite, archive or delete the text.

Ouora – Ask And You’ll Be Answered

Got a question. Quora probably got the answer. Otherwise just go ahead and ask. It’s as simply as that.

LinkedIn groups – Social professionals

LinkedIn hasn’t really turned in to my favorite tool just yet. But I do like the groups in there. The best part of that are usually the summaries that are being sent to me via email. I’m a member of some 40+ groups at the moment and even though lots of them are filled with spam – every now and then a pile of diamonds pour out of that network.

Facebook – Reach more than 600 million people!

Last but not least. Let’s not forget Facebook in this post. Finally, tons of good things come to me via Facebook. Both from the people I’m connected with, but also through the groups and pages I’ve liked. Use the search in Facebook and find the groups and pages that match your interests.

So. That’s how I do it. Of course I could go on about podcasts, Slideshare, YouTube, Flickr tons of other sites. But the stuff mention above is what I constantly come back to every day.

Feel free to leave your own tips in the comment field!

Future Integrated Communication From A Digital Perspective

ronnestam — Thu, 13 Jan 2011 21:51:13 +0000

Leading a brand? Thinking about how to create a long term integrated communication platform? Think no more cause I’ll share the model I’ve been using for the last three years when leading brands into the future of advertising, communication and advertising.

Normally I’d work a company or brand through a series of workshops. We would then slowly start to follow this model over time. Changing how you, your brand and marketing organisation work with advertising and communication is not something you do over night. I would recommend brands to keep on doing what they do best – shoot fireworks -while slowly start to change their way of communicating their products and services from ground up.

Moving your communication into the future is also tough on your organisation as your moving from campaign based communication activities to instead building long term equity that will generate results over time. Send your entire marketing organization as well as your IT department and management team on several digital communication crash courses cause your CEO better understand what you talk about when you’re talking conversion, SEM, SEO, AdWords, H1, Keywords, Stats and shit.

Have a read. If you like what you read – get going. Change!

Here we go – The Key To Future Integrated Communication by Johan Ronnestam

The basis of your online communication platform

The first thing we’ve gotta agree upon before moving further into the model is the following: Your brand consist out of two things. The product/services you offer and the content you’ve created to explain what your product/service does. In the worst cases companies have more or less done nothing beyond publishing images of their products with accompanied product name. In the best cases they’ve done tons more. We’ll go in to this bellow. This is the essence of your communication presence online. Hopefully you’ve got this wired, however, you might actually have this presence online without owning it your selves.

Value and conversion leads to traffic and sales. Your objective and key performance indicators.

People don’t have time to read your shit. You’ve gotta provide them with a true value. After all, your products and services are nothing without the problem they solve. This is what you’ve gotta base all your hosted communication activities on.

Value first

The more value you provide your target group with, the more traffic you’ll gain. This is based on the simple principle of the link. If you keep bragging about your products without truly do something good for people you won’t earn any links. If you on the other hand share ideas, knowledge and solutions that helps your target group to be better you’ll see that people will come. Once you’ve opened up that stream of people you’ll have the opportunity to point the towards the products and services you market, the same product and services that of course can be used to do whatever you tought people to do.

Let me share one example – Michelle Phan. I started to follow this girl online already two years ago. Back then she was an independent girl who just liked to share her thoughts on how to wear make up. In November 2010, Phan became “the No. 1 most subscribed female on YouTube and the first female to reach 1 million subscribers. Michelle Phan joined Youtube on July 18, 2006, and as of November 2010, she has created 100 videos that have been viewed over 260,000,000 times. The one where she does a Lady Gaga makeup has a stunning 23,457,472 views.

Michelle Phan sharing the value people want

Michelle does what the traditional make up brand don’t. She shares value. While Michelle teaches young women all over the world how to do their make up, brands like Chanel, Biotherm, Clinique, Loreal and Lancome does one thing – sell sell sell. Michelle shares knowledge while these brands just throws a pretty girl in your face saying “you can look like me”. No wonder Lancome suddenly this year in February turned Michelle into their spokesperson. Today Michelle even got her own make up brand.

So, value first. Before selling. Make sure you think about your reason for being. Do you sell football shoes, teach people how to score, do you sell wine, teach people how to buy the right wine (like Gary Vaynerchuck does), do you sell cars, teach them about how to drive better and more cost effective, do you sell clothes, teach them how to style themselves.

The content you create should of course go social

Once you’ve decided how to provide your potential visitor with a true value. Make sure you spread that value across the net whereever possible and relevant.

Your Potential Customer Is Out There – So Your Content Should Be Too

If you produce videos send them to YouTube, Vimeo, Viddler, Blip and tons more. Use TubeMogul to handle the process. Your images on Flickr and others. Documents on Slideshare and Scribd. If you go live, use Livestream or Bambuser. Heck, head over to Brians and Jess3 Conversation prism and do the homework.

Once you got that value right – focus on conversion

So, this is the next step where tons of brands go wrong (as I’ve written about before). They simply haven’t got their conversion wired. In order for you to really know what you’re doing you’ve gotta set your targets right. Do you want people to buy online, should they download your product sheets, contact you or maybe just spend five minutes with your products online? Anything is right as long as it suits your needs. Once you’ve got that wired, set up your funnels right in your stat tools and start working those A/B tests. Everything, and I mean EVERYTHING should serve a purpose if you’re looking to convert those visitors of yours to clients.

The funny thing is that once you start eyeing those performance metrics of yours you’ll end up getting insights about your traffic that you can never learn from anyone else. Business online is all about knowing your own audience and constantly improving your site. After all, a banner or button in the wrong place might kill your conversion or increase it by 400%.

5 things you can never forget when converting your site visitors into buyers

1. Usability is key

Usability is by far the most important thing to think about when you’re looking to convert your visitors into buyers. This means no funky animations, links should be easy to click on, preferably underlined, less is more, guide your visitors etc etc.

There’s tons that has been written about this area. Whatever you do, don’t buy any bullshit that people click thru a site if it’s cool. Ask anyone who’s been working with e-commerce and they’ll tell you. Why do you think Amazon looks the way it does? Go ahead and follow some blogs and you’ll be up and running in no time. Start with The UX Booth.

2. Product presentation

I don’t know if you read my post about the car brand SAAB the other day. Well, this recording below (excuse my bad english in this one) was actually done for this post. It got me worked up though and that’s why I posted that other thing the before this one.

We’re alone when surfing the web – compare that to the real world where a sales man is following us around in the store, always ready to answer any questions we might have, we’re all alone on the web. This means information, information, information, information and more information. If I’m looking to be convinced to buy a car online I’ll tell you right away – I wont be pleased with a freakin flash site that sings a song and let me rotate the car once. I want at least forty-five 60-second movies showcasing everything there is to know about your car. I want photos, not 5 wonderful photos taken by Europes most expensive photographer. I want 100+ photos that are showing that car from every angle. Of course you should package it all beautiful, but don’t have me loading any animations and shit.

Then, only then might I go to that buy button. Remember, your competitors are one click away!

3. Copy
Copy actually do matter. Write it good, write it well, but remember what I talked about in nr 2. I’m alone, so don’t go wasting to much of my time! I was planning to write a longer piece about this, but Smashing Magazine has done a great job already. Go there ›› (thanks Per for the tip)

4. Feeling secure
Logos from payment providers and other things like awards and shit. That’ll do the trick. After all. We’ve been monkeys in an earlier lifetime.

5. Faces
This might sound funny. But a face looking straight at you actually has proven to do good. Make sure you online presence contain humas, preferably not from actors, but instead from humans that you might actually meet in your office. Hire a great photographer and do them good!

So where does the traffic come from?

I have focused here on writing about prospects and not existing customers. Given that I’ve listed 4 traffic sources that more or less are the same for any company with an online presence. Above and below the line advertising, search engine marketing, search engine optimization and finally social media.

Above and below the line advertising

Here’s the good news. If you know branding, advertising and all that good stuff we’ve been doing for years. You’re in for a ride. Brands will realize that TV, Print, Outdoor, Banners – all those yummy above the line things – will rule the next 10 years. There’s simply now way to grab peoples attention but to shake them around in a medium where you cannot miss them. Of course, people say young kids does not watch TV, but the still do if it’s relevant. After all we’re pretty alone behind that screen when it’s time to click something. Being friend with a brand will help!

Search and The Social Internet – They go together like birds, bees, the flowers and the trees.

There’s two ways to pull traffic through search.

1. Adwords, at first glance it’s easy. However, if you’re running a business with mature competitors, say for example online travel it will be everything from easy. You’ve gotta get down with how to get your brand visible in the paid search areas. Either you know how or you start to study hard. Read books, books and more books. Then start to follow some of the high profile SEO bloggers in the world. Why not start with Seomoz, Searchengineland and Greywolfs SEO blog. Some Swedes I’d ad to the list are Jesper Åström, Nikke Lindqvist and Simon.

2. Search. The second way to get yourselves visible in the search engines is of course the SEO side of it. I don’t know how many times I’ve heard people go on about their blog and the fact that it doesn’t drive traffic. But hey, it’s not that simple. If you’ve got a blog present, the chance is that other bloggers or maybe even a newspaper links to that blog. In the long run this will do good for your presence in search engines.

(I know I know I know…affiliates, banners, bought links etc etc. I just don’t have time to go into all of that now. This post is a top level post)

Conclusion.

Future communication is all about relevance. Relevant product, relevant services, relevant content and advertising that support those things. If you’re creating brand communication offline – fine, your only objective should be awareness and making sure people understand what your brand stands for. But when you’re communicating products and service – make sure the actual products and services are top notch and then create relevant communication that makes people search for them. If they do you’re home free! (that is if you’ve made sure to be seen everywhere online).

But worth repeating. Create advertising that make people search for your product or service category. Then by making sure your digital activities are focused on value, spread over a vast number of social networks, your AdWord campaigns and earned search positions in place you’ll make sure to get people hooked.

A qoute from Jeff Jarvis, the writer of ‘What Would Google Do‘, is in order here: “Construct information (on your website) so it can be understood by machine and man. In a word, be clear. If you’re a dentist, say you’re a dentist, not a smile doctor. Use the word “dentist” in the title of the page, the headline, and the beginning of what you write – make it so obvious even a computer couldn’t be confused. This also means that when human beings come to the page, they’ll know what you do. Clarity is always beneficial.”

So how do you get going. How do you make sure your brand platform is ‘future proof’?

Move your media budgets!

Most brands today seem to think change can be achieved within the production budgets. This is wrong. There’s just not enough money in that pot. There is only one way to make this happen. You’ve gotta take money from that eyeball highjacking fund called media and instead spend more on earned eyeballs.

Move 10% of your allocated media budget in order to gain a long term digital effect

Of course you shouldn’t move it all today. Start small but start. The next time you’re campaigning. Cut the media with 10% and start focusing on value as I wrote about earlier. Do the Michele Phan thing, whatever that means to your brand, products and services. Boom – now you’ve entered the long term value creation communication process. Keep doing it for another 6 to 12 month and make sure you track what you’re doing. You’ll see change coming your way!

Come on! You can do it!

How To Successfully Identify A Future Trend

ronnestam — Tue, 28 Dec 2010 16:26:04 +0000

I’m currently working on my 2011 brand and communication prediction. While I’m working on that I drew up one of the best models I know when it comes to predicting future trends. Enjoy!

2010 Is Coming To An End. Here Are Some Things I Did

ronnestam — Sat, 25 Dec 2010 20:08:51 +0000

Yet another year has almost passed. This one has been filled great things. During the year I’ve created brand concepts, communication strategies and digital brand presences for a number of different brands.

I released my first book or whatever you wanna call it. I spoke about future trends, communication and advertising at more than 80 events in front of approximately 10000 people in Sweden, Finland, Croatia, Estonia and Norway. I met students at Berghs School of Communication. I took part in judging the first ever Social Media award called The Bees Awards. I’ve had the privilege to work with strategy projects for some of our largest brands in Sweden and Europe. I challenged my fears on an island and got awarded in voting’s held by Microsoft Advertising, Yaba Awards and Cision. And last but absolutely not least, I was a proud sponsor of the Geek Girls and a Drag Racing team.

Here are some you might know I did and some you didn’t know I had anything to do with.

Kanal5Play in a new costume is coming to life. I was responsible for the strategy, concept and art direction.

I was very happy to be awarded a TEDx licence, which resulted in the TEDxViggbyholm event where I had about 90 people as my guests back home in Täby. Some of the smartest people I know honored me with their presence as speakers.

Villaägarnas new website, soon to be launched. I worked together with Intellecta on the project. Follow the project here ››

I had the privilege to work out an entire new brand strategy and implement it for Poseidon Diving. Read more about it in my blog post about the project ››

Building a new bank-brand in Sweden and launching it successfully was the biggest challenge of the year.

During the year my concept Dizza Tobak created for SAMBA, a charity movement, to stop younger people from trying smoking was launched. More than 100 schools attended the first competition and they generated about +50000 unique views with attention among non smoking organisations around the world as a result. Now phase 2 is live here ››

In the end of 2010 I created, conceptualized and helped implement a new brand called Specops.

I proudly followed the development over at Rebtel as they continued working with the new site concept I created for them.

Last but not least – I had Göran Adlen and Robin Danehav over for dinner. That resulted in this Swedish interview.

2010 has been a ride and I’ve probably forgot half of it. Now 2011 is closing up on me. New ideas, new ventures and new challenges. Hopefully we can meetup!

(ps. I’m working on my 2011 predictions, hope to post them soon)

So What About Volvo? Does Your Site Suck Too?

ronnestam — Wed, 22 Dec 2010 18:41:02 +0000

Yesterday I wrote a blog post about SAAB. It obviously created some sort of attention since I almost had a new unique visitor record. Among the commenters were official SAAB representatives, positive even though I had quite a strong tone in my post. Another commenter, a bit surprising, was David Holecek, Interactive Marketing Manager at Volvo Cars. In his comment he wrote – “Sticking my neck out a bit, it would be interesting if you would do a similar exercise on our volvocars.com site (or rather volvocars.se, as we do not have all the shopping tools on our international site). We may be asking for a potentially harsh treatment , but feedback is always important.”

I was planning to do a video on the Volvo site as well, but due to kids at home I’ve not gotten the possibility to record something yet. It’s just to noisy! But, David, I decided to give you some feedback anyway.

I only walked through the XC60 part of the site since I’m more or less looking at buying exactly that kind of car right now. (Probably the new BWM X3, but I do like the XC60)

It’s sort of two-faced but here we go.

You’ve done your lesson when it comes to usability. Most things work the way they should part from minor things when I’ve already chosen a car and then have to re-choose it once I wanna testdrive for example. I like that I can have a PDF mailed with my built car.
The ‘closed’ interface forces me to navigate to much. Create less pages with more content instead. People don’t care about scrolling if they’ve come to the right place. Especially not in iPads and iPhones.
Drop the http://www.volvocars.com/se/all-cars/volvo-xc60/Pages/default.aspx link structure and implement a more SEO friendly structure and taxonomy.
I’d implement a lot more links between the sections. Such as moving people from the ‘What XC60 should I choose’ into the configuration tool for example.
It’s all built in Flash. That sucks from several known reasons.

How Volvo Cars look on the fastest growing internet platform in the world…not good.

And probably lots of more things. But…time…kids…

What if it looked like Apples website?

So, how should it look then? That’s of course a big thing to give feedback on and it would take some time, on the other hand, it’s sort of interesting to have a look at Apple, then swap all the content for Volvo Car content and see what happen. Hmm, why not try it? Said and done. I sat down for an hour and overlaid Apples Macbook Air section with XC60 content just to see what would happen. Here’s the result.

XC60 First page in an Apple Costume.

I’ve more or less just swapped content except for some copy that I quickly wrote to convey the right feeling. Don’t mind the top nav, it’s just there to get that Volvo feeling into the site. Click here to get the full view

Note. The design above is only produced for teaching purposes. Not to be used commercially

Volvo XC60 – The Design in an Apple Costume (excuse the mega long image)

By building the entire design experience, with designer videos, galleries and more, into one single page, you’ll award the visitor by letting him explore everything about the design without having to open new pages. You’ll also ensure that every link to the new Volvo XC60 design section delivers the exact same experience. You’ll have seconds to get people to stay, dont waste them on endles menus. Click here to get the full view.

Note. The design above is only produced for teaching purposes. Not to be used commercially

So, with that said (or designed…copied… in an hour). I think the Volvo Cars site features some sweet content and nice functionalites, but I’d repackage them into HTML5 based websites, lesser menu options and a bolder feeling to it. Obviously I’d spend more time than this to really work out how it should look in the future. Cars are beautiful objects made to be used by people so their sites should be too.

Thanks David for reaching out and I hope I’ve give you something to think about!

Why Are The Worlds Greatest Brands Stuck In Old Technology And What Should They Do About It?

ronnestam — Sat, 27 Nov 2010 16:54:47 +0000

The other day a friend of mine brought H&M’s global website to my attention again. Back in 2006 I was one of their consultants until I more or less lost the assignment due to the fact that I told them what the didn’t wanna hear – Your website sucks! Of course I was wrong and they were right. After all, they’ve been awarded time after time at major advertising shows (Thanks to among others to me and the team I worked with back then) so why wouldn’t they know what they are doing.

This is exactly where the problem start for most major brands – at ad awards like Cannes Lions, Eurobest, Clio and others where people with no understanding for how to build an online presence beyond Adobe Flash and cool animations take these monsters to new heights. Back in 2007 I was also a part of building these kind of platforms for major brands but behind closed doors I constantly tried to convince my clients that sticking to these worn out technologies was nothing but stupid.

Let’s take a look at couple of major players and have a quick look at their online presence.

The Online Nike Store

The online store belonging to the worlds leading sports brand. All built in Flash…in 2010

Nike has always been among the first brands to adapt to change. Back in 1999 when I took part in pitching them into Framfab they were even heading the pack.

At first glance it all looks great. The site design is inspired by blogging with that clear and present left hand menu hanging there. But once you start looking deeper it’s a mess. The entire store is built in flash which is just plain stupid. To Nike’s defense I’ll ad that they launched the store in this costume around 2005 when Flash was the hottest thing around. However that’s not the case…since 3 years back. Until a couple of month ago the first page on Nike.com was also dressed in Flash but now they’ve changed that.

Nike.com is filled with fantastic content that people would love to get their hands on. Take Nike+ as an example, a fantastic running community that would have been spread engaged people hundred times more if they’ve built an open platform that allowed the community to truly contribute. However, today the Nike+ site like most of the other sites is locked up deep down in custom made solutions that doesn’t make it easy for people to speed the brand.

The adidas digital presence

As you might know I was working with adidas for a full 8 years. During those years I Creative Directed and took part in launching 59 global digital advertising campaigns for the brand. I also took part in developing their global site and their intranet.

In 2006 we launched the adidas global campaign for the World Cup held in Germany. Around this time I started to raise the question about leaving the flash platform. All results pointed in the direction that Flash, that was and is a wonderful platform when it comes to creating cool rich media sites, didn’t meet any of the demands that the users had. People came looking for products, videos, TVC’s, exclusives and more – but they did not want was to load heavy content, use unique navigation, not being able to bookmark specific pages or share specific content with their friends.

I continued to work with adidas until 2008 but never managed to convince them to leave the flash platform. Instead they listened to another agency that managed to talk them into rebuilding their global website with flash as the main tool. In 2008 they launched the new adidas.com, the same site you’ll see today and it was already in 2008 a step backwards, today it’s more of an artifact that they instead should burn on a disc and give away to Wikimedia as an historic time stamp.

The Rolex Global Brand Site

The Rolex site. I full on Flash site that demands a state of the art computer and broadband connection

Oh god how I loved this full-screen flash site when it was launched in 2007. It was state of the art and even though I started to abandon working with flash sites at the time I still felt that this served Rolex purpose. Now 3 years later I’m on the contrary sure it serves no purpose at all.

The thing with these sites made entirely in flash is the fact that they don’t do anything that cannot be done in HTML and frankly they can’t do some of things you can in HTML 5. The most important thing though is that when you build things in flash you’ve gotta cater for the SEO/SEM manually by customizing the platform.

A Car Site – Volkswagen

Volkswagen has since 2007 been going with flash all over the place. It was a bad decision then and still is.

I just took Volkswagen as an example. Every car brand seems lost in flash and big ass animations when you visit the campaign sites. Kind of strange since all we want is tons of short videos and photos of the cars. After all, we’re supposed to make a decision to buy a 50000$ car based on this information…

The Global H&M Site

The global H&M site all built in flash back in 2006. It takes you 4 minutes on an ok connection to even reach the right information.

I don’t even know where to start. It’s just plain stupid. The H&M site uses flash but in a way so that it could all have been built on HTML4 technology. There’s simply no logical reason at all why this site should work like this. I took part in launching Viktor & Rolf in 2006, Kylie in 2007, Summer of Surf and more for H&M years ago. Back then we had discussions where I told H&M they should throw the entire platform out and get new technology in. That was of course not appreciated and as we ended up being forced into creating flash sites we decided to drop H&M as a client in 2008.

The Microsoft Web Site

These guys got their first page covered in an animated Silverlight banner even thought they announced the wouldn’t continue develop this platform. Say no more… (Updated, just before I was about to press the publish button they actually removed the Silverlight technology from the first page)

Microsoft are strange. They more or less have the same site they had back in 2001 or something. They’re stuck with Verdana and a monster of a site. I bet that somewhere in that big ass company there’s a manager responsible for the site saying things like “It’s just to much information, we just cannot change this site” I say 85% of it is shit. Throw the site away and start off fresh!

So, why does’nt worlds best brands get online communication right? There are of course lots of reasons but I want to share 5 thoughts on the subject.

Old management

This is of course the number one problem. The guys and girls that are running these brands have in most cases been brought up in their business life before the Internet existed. This means they’ve learned how the world of communication works without the now most important component – The Internet. Having these people lead your brand Is like hiring an architect that doesn’t know 3D or CAD. They simply don’t know better.

The Ad Award problem

So, most of the people who manage these brands most likely send their stuff to ad awards. And most ad awards juries in the world are filled with advertising people who don’t give a damn about results. They go for the four F. Flash, Fun, Friends and Finalists. This means Flash as in sound and cool animations that more or less looks like the TVC the jury people love to see. Fun as in games, crazy solutions and humor. Friends as in awarding agencies and foremost people they know from start. Finally finalists as in – if another award show awarded the contribution, something must be right.

Stuck in technology

Most major brands have invested in huge content management systems. Interwoven, Sharepoint, SDL, Polypoly and Episerver among others. These systems were built by consultants aiming to lock you in and they were built for old web thinking. Many editors and many pages. Now when suddenly you wanna change technology or change how your digital presence is built up, these brands have to change their strategy entirely. This turns IT managers and brand managers into people afraid of change since that would mean they threw 1 million Euro on something useless. Thinking like that is of course wrong since were living in uncertain times where you don’t have a clue what’s right or wrong in 3 years apart from the fact that you will probably be wrong. Sticking to open source products and constantly iterating your online presence is the solution.

Wrong consultants

Most web agencies and advertising agencies out there have staffed their companies with people who can do wonders with Flash and .Net based platforms. Then suddenly you’re supposed to have people on your team who can rock PHP, MySql, Ruby, Python, Cassandra, Java, Jquery and other technologies that most IT departments hate on top of that.

Brand managers not understanding technology

Some of you will think I’m plain stupid. A brand manager shouldn’t need to understand technology. But I have different opinion. Personally I’d always prioritize knowledge about technology over knowledge about brands since all brand will be built on technology in the future and the wrong decisions from a digital point of view will have a greater negative impact on the brand compared to non technical decisions. After all, the world is filled with consultants who really know traditional branding while the other breed is hard to find.

Last but not least – CEO’s that just doesnt get it.

I’ve written a long post about these dinosaurs before. Go read it ››

So, if you’re heading a brand or a company. Here are 7 things you should do asap to get your brand moving into the digital future.

1. Never let an advertising agency steer how you do digital communication

Always initiate projects with the digital communication aspects first. It’s not very hard for offline activities to support online when they’re planned. The other way around thought is practically impossible.

2. Leave Flash. Leave Silverlight.

From a user point of view (based on how people really use the Internet) the is nothing, absolutely nothing, that motives the use of these technologies.

3. Change platform from your propriety platform.

The sooner you move all your digital assets to open sourced and MySql based ones such as WordPress, Drupal or others, the better!

4. Make sure you socially integrate the spreading of your content on most major social platforms.

Start by checking up on Brian Solis and JESS3 Conversation Prism. Video, Sound, Events, Documents, Live Streaming, Podcast, Images, Social Networks, Intranets, Extranets, CRM. It’s all to be found there as I wrote about the other day.

5. Provide people with true values

Once people end up on your site they are there for the products. They don’t wanna play around with games and shit. Products and services, that’s what you sell. If they’ve found you, your advertising has done the job – start selling!

6. Search should steer everything you do

Face it. People Google everything so make sure your platform is built to lure the Google robots into bed.

7. Don’t fear loosing your job.

Only fear doing things that doesn’t do any good for your brand. That will most surely get you a new one of you have one of those dinosaur bosses!

Go change now!