If you wanna get some brand love tomorrow you better get into the conversation today

conversation_marketing_social_media

Branding today is about creating a brand platform, then dramatize it and start screaming to people – COME ON AND BUY MY PRODUCT. IT’S GREAT. Of course in a slightly creative and modest manner than that. But it very often about traditional advertising in classic media channels.

Branding of tomorrow is about knowing who you are, what your brand stands for and start experimenting with innovation, partnerships, entertainment and above all involving your potential audience as a part of your product development. And note – call them audience, cause the will pay to stay but leave if they don’t like the show.

It’s all about constantly innovating your brand and then making sure you know what people think of your work. Do they like it? Do they hate it. What do they miss, what would they do differently. Speak to them. Learn their language. Once you think you know the formula to success – erase your brain and start all over again. We do not want repetition from brands that lead we want the new stuff, the shit that makes us go wow!

The first step to keeping on top of your game is getting into the conversation. There’s no need to wait even if people aren’t talking about your brand just yet. Get in there and learn!

First step – automize your intelligence information
The key to becoming successful when becoming a brand conversationist is to know…yep, you guessed it, where people who talk about your brand are hanging. Put your ears to the rail and listen for. And remeber that most of these things you can output as a RSS feed into Google Reader or Netvibes. Built a dashboard!

  1. Google alerts
  2. Twingly blogsearch
  3. Twingly microblog search
  4. Get Satisfaction
  5. Co-commentBacktype, Intense debate
  6. Google analytics
  7. Have a mint
  8. More statistics…you can never get to much!

social_services_friendfeed

The 59 services you can currently keep track of using Friendfeed.

Get into the discussion
Once you know where people are discussing your products, your brand or anything else related to your mission (cause you have one of those huh). These are the tools you should get accompanied with.

  1. Twitter & tweetdeck
  2. Bloggy
  3. Brightkite
  4. Jaiku (still not dead)
  5. Messenger
  6. Friendfeed
  7. Co-commentBacktypeIntense debate
  8. And don’t forget to get into blogs and comment on subjects relevant to you!

Spread your digital presence
Getting into the conversation is not only about spying on others and then going after the buzz. Your digital presence – website, campaigns, digital events, groups…everything has to go beyond their own sphere and servers. In order to do this you’ve gotta start spreading your information socially. There’s tons of tools but a first must have are these.

  1. The god of spreading content – SEO (Note, not paid search)
  2. Ping.fm
  3. RPC all content that you write to leading aggregators and mashups on your local market.
  4. Send images to leading photo sites like Flickr and Picasa
  5. Send videos to leading Video sites like YouTube, Blip, Vimeo and others (See earlier post on this)
  6. Socially share things with Share This
  7. Connect your RSS feeds to Twitter, Jaiku, Bloggy, Friendfeed and other social plattforms.
  8. Constantly create playlists that are killer in your office and spread them on Last.FM and Spotify
  9. Post book marks on Delicious
  10. Pixelpipe
  11. Tarpipe
  12. Feedburner
  13. Widgets
  14. Facebook groups (and others)
  15. Wikipedia if possible

And more and more and more and more. This goes on forever. But you’ve gotta be everywhere!

Last but not least! Create advertising and communication that matters to people. We want to have fun – as I said earlier this year. You’ve gotta be a clown!

Ok, that’s it for now. I’m aware that I’ve left a couple of question marks in the heads of you guys who don’t know what RPC, RSS etc is. But I don’t have the time to elaborate on that now. I’ll get back to it soon :)

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Curiosity. My greatest asset. Born 1971 and Raised in the suburbs of style city Stockholm, creativity was always a part of growing up. With a background as a former snowboard professional (with among others Greger Hagelin from WE and Per Holknekt from Odd Molly as sponsors) and one of the few in the world who nailed a 1440° spin, I started my career on the buyer side. Marketing exclusive golf brands such as Mizuno, King Cobra and Goldwin gave me insight into the demands of advertisers and consumers but foremost the complexity behind how products actually make it into the stores. Always full of ideas, I felt I needed to move on to the creative side of the business. Internet, on the rise in Sweden drew me into the digital revolution already in 1994. In 1998 however I joined Framfab, one of the late 90’s fast-moving companies. As a concept developer and key account manager I parted in creating award winning projects for clients like Vattenfall , Bredbandsbolaget, Nike Europe and Volvo Cars. I also held a position within Framfab Innovation. The incubator of new ideas within Framfab. After Framfab had grown in just two years from 130 employees to 3400, I felt I needed to move to a smaller organization. Abel & Baker - in 2001 the worlds most awarded digital advertising company attracted me. At A&B I tool part in winning the global account for adidas, but I also worked with MTV, Nokia, Toyota, Årets Kock, ICA and the Red Cross. In 2002 I left Abel & Baker to found something of my own - Foreign. Foreign - an ideas creator with focus on the communication of tomorrow - based in Stockholm, Sweden. Foreign quickly grew to 27 employees and was awarded in the Cannes Lions, D&AD, New York Festivals, London International Advertising Awards, Epica, Clio, Cresta and other award shows every year since start up. Foreign launched both digital and integrated global campaigns for BMW Motorrad, MTV, H&M, IKEA, Omega, Beckers, Com Hem, Intersport, Kosta Boda, adidas International and many more. In September 2008 I took the decision to close Foreign down after almost 7 years. I’m now consulting within the same business on my own. Apart from Foreign I’ve also founded WhiskyGrotto.com and Co-Founded PremierGoals.com. Thru the years, leadership and success has been important, but enjoying life, loyalty and sincerity is what drives me further. I consider my part in motivating adidas to let fairly small Foreign handle adidas global digital World Cup campaigns my proudest moment in business. The birth of my two daughters Ebba & Linn is my proudest moment in life.

  • http://www.alexanderdrewniak.com/ Alex Drewniak

    Good one dude!

    I can only assume that this post is far finished and that you’ll be adding additional resources. I might as well get it started with a few contributions.

    BoardTracker – Covers your need for monitoring of forum discussions that are still alive and kicking.

    SocialMention – SE covering the social sphere. Great addition to this list.

    IceRocket – SE primarily covering blogs. As opposed to Google Blogsearch it spares you the spam blogs. It also comes with integrated trend graphs for keywords.

  • http://www.alexanderdrewniak.com Alex Drewniak

    Good one dude!

    I can only assume that this post is far finished and that you’ll be adding additional resources. I might as well get it started with a few contributions.

    BoardTracker – Covers your need for monitoring of forum discussions that are still alive and kicking.

    SocialMention – SE covering the social sphere. Great addition to this list.

    IceRocket – SE primarily covering blogs. As opposed to Google Blogsearch it spares you the spam blogs. It also comes with integrated trend graphs for keywords.

  • http://www.ronnestam.com/ ronnestam

    That’s the spirit Alex!

    Advertising and especially digital communication is never final. We should always be on the move. These are great additions to the list. And please, everyone else that listens – feel free to ad more stuff to the list!

  • http://www.ronnestam.com ronnestam

    That’s the spirit Alex!

    Advertising and especially digital communication is never final. We should always be on the move. These are great additions to the list. And please, everyone else that listens – feel free to ad more stuff to the list!

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  • http://www.minegoestoeleven.com/ Per Robert Öhlin

    A very illuminating post.

  • http://www.minegoestoeleven.com Per Robert Öhlin

    A very illuminating post.

  • http://www.ronnestam.com/ ronnestam

    I felt I had to get down to business

  • http://www.ronnestam.com ronnestam

    I felt I had to get down to business

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  • Pingback: Top 10 Blog Posts on Future Branding and Communication From Ronnestam.com – A Book, MashUp, PDF or Whatever You Wanna Call It By Johan Ronnestam — Blog of Ronnestam

  • Therese

    “And more and more and more and more. This goes on forever. But you’ve gotta be everywhere!”

    Not sure I agree. You need only to be there where your target audience reside. + It’s not so much about being there but what you’re doing there.. and how well you’re doing it.

  • http://www.ronnestam.com/ Johan Ronnestam

    I don’t think you got what I meant. Of course it’s not about being
    there. It’s about being relevant. But most brands today launch things
    and then they wait a couple of month to evaluate. What this post was
    about is the fact that that’s not what you do online. We have the
    tools to sharpen campaigns while they’re up and running and most
    brands don’t.

    Tjing

  • Therese

    Good. But your post doesn’t talk much about evaluation. I see your arguments and hear your thoughts. But in my experience spreading your campaign content across all the platforms here mentioned as ‘must-haves’ will not necessarily benefit you or your audience. In my opinion, using fewer channels but doing it really really well might well be more efficient. Often budget, time and resources, as we both know, require this type of limitations. Hence, listen and get to know your audience and do something remarkable where they hang out.. And true, most brands don’t even do this. But we’re getting there, slowly, as with most paradigm shifts..

  • http://www.ronnestam.com/ Johan Ronnestam

    Hmm. One shouldn’t answer comments via email on the iPhone. I thought we still discussed the other post :)

    Off course you should always consider where and why. However, why you actually think about choosing say Channel 4, 3 or 5 is based on the fact that your choice of channel also comes with an investment. This is not the fact online. So if you for example create a set of videos for online distribution, there is no reason for you to think hard about choosing between YouTube, Vimeo, Blip, Viddler, etc etc etc. Instead I definetely think you should place it everywhere. And there’s ultra cheap tools that will help you do so.

    Of course you should not distribute your content on platforms that contradicts your message. Say you care about the environment then maybe you should think twice about where and how you spread that message.

    Online it’s more about choosing which channels not use and then try to make good use of the rest.

  • http://carphotos.tk/ car photos

    “And more and more and more and more. This goes on forever. But you’ve gotta be everywhere!”

    http://carphotos.tk/2011-chrysler-300c/ Not sure I agree. You need only to be there where your target audience reside. + It’s not so much about being there but what you’re doing there.. and how well you’re doing it.

  • Therese

    For sure you can distribute your content (videos, blog posts, pictures) across different platforms, doesn’t take much time or effort. An important factor though is to also follow up on the response you receive across those channels- which ones work most effectively? However, I was thinking in a broader sense aboout choice of channels- that may differ and come at a higher form of investment, not necessarily monetarily but time and content wise. There are endless examples of companies and brands who in an effort to jump the band wagon open up accounts and a presence within different social networks but lack the ability to keep those alive and well.. I’m sure you know what I’m talking about. Rather based on your strategy and goals choose a few channels (to begin with) and strive to excel in those- evaluate response and roi and then decide upon potential channels to expand into.

  • http://www.ronnestam.com/ Johan Ronnestam

    Well, I’ver written another 578 blog posts on communicatoin, so I think I’ve covered most of what we’re talking about now. One post doesnt cover it all, then it would be a book :)

  • Therese

    True, I’m sure you’ve covered this. Wish I had time to read all 578 of them but cred for the ones you compiled in your pdf-book :) Keep it up!

  • http://www.ronnestam.com/ Johan Ronnestam

    Dito ;)