Blog of Ronnestam » communication

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!

If you wanna be my brand!

ronnestam — Tue, 27 Sep 2011 04:11:20 +0000

If you’re my brand: Never let me down. Keep on making me smile. Stay cool. Always surprise me. Change when you need to, but stay true to your heritage. Dress nice. Make sure I don’t have to hide our love. If you do something bad – stay honest and tell the truth cause I will forgive you. And finally! Never ever take me for granted.

Tokyo in sunrise – A Brand that didn’t let me down. Taken from my Instagram feed.

If you’ll stick to these simple guidelines – I’m prepared to spend the rest of my life with you and give you my all my love. If not – get lost!

The Essentials Of Great Branding Building

ronnestam — Wed, 30 Mar 2011 05:38:02 +0000

There are tons of consultants (including myself) selling branding services around the world. Most tend to say (not including myself) that branding is complexed. A quick search on Google image search reveals tons of models. What if we look beyond those models and all those advices that often lead to heavy brand manuals that no one wants?

What is the core of great branding? Here’s my five cents:

1. Clarity

What are you about? Make sure that is clear to your audience either straight up or over time.

Carl Lagerfeldt and Lady Gaga knows great branding!

Clarity is about teaching your potential fans about what you are about and sticking to it. That doesn’t necessarily mean doing the same thing over and over. Stay exotic!

2. Consistency

Whatever you are, make sure you keep doing it over time.

Porsche knows great branding!

Great brands can be found quickly but can only be built over time. People argue Google is one of the most quickly built brands in the world. I beg to differ. It’s one of the most quickly globally acknowledged brands in the world but that doesn’t mean it’s a strong brand. Say Google out of some strange reason went bankrupt today. I don’t think there’s any value in the brand in 5 years time outside the business of search. Porsche on the other side – that’s been built over the last century – would stand the tests of time.

3. Excellence

And whatever you do. Deliver your brand values with excellence in EVERY part of the customer journey. (I’ve written a longer post on this before) If your brand values are quality – deliver the highest possible quality.

Apple knows great branding!

If your brand values are the opposite (say like Rent-A-Wreck) – deliver the opposite with the highest possible passion. It’s not about everyone being top notch quality in terms of design – it’s about being true to your brand and deliver that truth in the best possible way you can.

3 things. Get going!

Here’s To The Crazy Ones

ronnestam — Tue, 25 Jan 2011 19:56:38 +0000

I am at Bromma airport in Sweden on my way to speak in Gothenburg tomorrow. As I’m sitting in the lounge surfing the web I suddenly found myself reading the copy of what in my opinion is one of the most inspiring texts in the world. The think different campaign by Apple in 1997.

To some people it’s an ad. To me – it’s the stuff changes are made of.

Here’s to the crazy ones.

The misfits.
The rebels.
The troublemakers.
The round pegs in the square holes.

The ones who see things differently.
They’re not fond of rules.
And they have no respect for the status quo.

You can praise them, disagree with them, quote them,
disbelieve them, glorify or vilify them.
About the only thing you can’t do is ignore them.
Because they change things.

They invent. They imagine. They heal.
They explore. They create. They inspire.
They push the human race forward.

Maybe they have to be crazy.

How else can you stare at an empty canvas and see a work of art?
Or sit in silence and hear a song that’s never been written?
Or gaze at a red planet and see a laboratory on wheels?

We make tools for these kinds of people.

While some see them as the crazy ones,
we see genius.

Because the people who are crazy enough to think
they can change the world, are the ones who do.

AIDA Transformed By Digital Media. What Does It Mean To Your Brand Communication?

ronnestam — Thu, 20 Jan 2011 23:03:11 +0000

The other day I wrote quite a long post on the future of integrated communication from a digital perspective. I stressed the fact that in order for your brand to create and maintain strongs brand in the future you’ve gotta provide people with true values not just fun stuff that entertains. On top of that I’ve also written a quite extensive post on how all your brands belong not to you, but to the consumer. You might wanna tap into that one too before reading this post. Here we go:

You’ve lost control of almost all of your sales process. Accept it and change or die. (Had to go punk style)

That actually happens to tactical communication as we know it when all rules are changed? What happens to ads, prints, point of sale, direct marketing etc?

Let’s me elaborate on that based on an old communication model called AIDA, Attention, Information, Desire and Acquire, first described in 1898 by E. St. Elmo Lewis. Some people say it’s dead since way back. I say it’s more alive than ever but it’s transformed.It serves a great purpose when explaining to you guys and girls heading brands and companies out there how you’re supposed to rock your brands in the future.

Information, desire and acquire in the hands of the consumers

How your brand communication is changed on every level as we move into the future of communication.

A- Attention (Awareness): attract the attention of the customer

Yesterday: Use creative advertising that intercept whatever the consumer is doing and make him/her crave your brand

Tomorrow: 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 realise 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 they still do if it’s relevant. On top of all those old things you of course gotta get your shit together when it comes to the product. In transparent times – failure is not an option!

I – Interest: raise customer interest by focusing on and demonstrating advantages and benefits.

Yesterday: When we tried to get hold of more information about products our resources were limited. Of course we could ask friends. But what were the chances of us having the exact same crave for a product. We then relied on newspapers, magazines and TV channels. Honestly. Who believes the reporter for a car magazine wasn’t bribed in one way or another when writing that excellent article about the new BMW 3 series you’re looking for. On top of that you can be sure the PR people did their best to make sure he was positive anyway unless he didn’t fall for fancy dinners and test drives accompanied with wonderful wines and spicy women in the south of spain. We even had use for the phone catalogue. That pile of paper served its purpose.

Tomorrow All changed. Let’s say the advertising agency has gotten your blood running in your veines. What’s next? Easy. Google or a status update in Facebook. And BAM – you’ve lost control. That Google search will turn up, not that brand that he or she is looking for. Instead we’ll land on review sites, price comparison sites, blogs, forums, social networks and more. The results in Google will all be based on the intelligence of the people, or at least the people that knows how to build brands for the future.

What to do: Start changing your mix. Head over to that post of mine that I mentioned above and study how to change your media mix. Build value. Make sure people benefit from linking to you. Set your prices so that Pricerunner and other comparison sites list your shop first. Spread content everywhere.

D – Desire: convince customers that they want and desire the product or service and that it will satisfy their needs.

Yesterday: You OWNED this one. Clever managers educated clever sales people. The consumer, stuck inside your defined space where you built up a POS (point of sale) presence that made him/her crave your products. Of course you spent money on industrial design and shit. But compared to today you relied on the retail channel to do their work.

Tomorrow I OWN this one. Me and my friends. As I’m getting closer and closer to deciding upon which product I’m gonna get I ask around. What does people think, what do my friends say, comparisson sites etc.

What to do: Make sure you focus ten times more on your product development, turn your industrial design department into GOD. They should steer the entire company forward. If you’re lucky we’re coming to visit you. But like a kid, armed with her/his wishlist for Santa Claus, the consumer of tomorrow knows exactly what she/he wants and what the right price is.

A – Action: lead customers towards taking action and/or purchasing.

Yesterday: Let me follow you to the cashier” – Remeber this one? To break free and decide not to buy your product when been given a 30 minute sales pitch is prettyd darn hard.

Tomorrow If you’re unlucky (or lucky depending on your digital competence) you’re looking at closing the deal online. Usability, language, design, visualisation, payment processes etc etc etc. Alone behind my computer or mobile device, that’s where I’ll be. And the second I feel insecure, doesn’t find where to go next and so on, that’s the second I leave without buying anything.

What to do: Get wired. Never again hire marketing people that doesn’t know how to convert people. Change Microsoft Office into A/B testing in your hiring profile. Send your troopers back to the school. Have them learn everything there is to know about online commerce – cause you’ll need it.

Last but not least. Of course there are brands out there that doesn’t have to give a shit about this. After all, we will not buy nuclear plants for some time still over the Internet. The rest of you – get going!

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!

Social Media. It’s There To Give Your Brand A Body

ronnestam — Thu, 09 Dec 2010 09:05:53 +0000

We’ve all heard it before. A brand is not a logo, nor is it your products or services. Your brand is the sum of peoples feelings when they think about your brand. Or said in a more ‘techy’ way – An emotional translation of what first comes to mind when neurons fire in the brains around the world when your brand, products or services is mentioned.

As people spend more and more of their life socializing online and searching for products and services your brand is naked, exposed and on it’s own. There are no sales people telling people about your product anymore, you’re left with seconds to raise interest before people leave you and most important – your brand no longer belongs to you, it belongs to all those people online who either say good things about you or worse, tell people that your brand suck!

Here are 5 things to think about when keeping your brand together in the future social world.

1. Brand presence not brand site

I’ve written about this and that before. But it’s something worth repeating. You should not – I repeat – you should not focus on driving traffic to your website. Instead, focus on spreading your brand over as many social networks and websites as possible. If you do and do it good, people will end up finding you anyway. Funny, by not focusing on driving traffic you’ll end up driving traffic

2. Paint it all in green (or whatever you need to paint it in in order to create brand recognition)

Cover the social web as best described by Brian Solis and Jess3 with your brand colors

Socially spread content must always do good. This means you should create 2 second intros for all your videos, take the time to ad the right metadata to social sites like YouTube, Flickr, Slideshare, Vimeo, Viddler and more. If we like what we see, read, listen to and experience your content will enforce your brand in a positive way. Don’t overestimate that people will search for your brand. The attention span today is more or less null. So brand recognition is a must.

3. Share value not tag lines

Don’t think social communication is about advertising inside social networks. Focus on value creation. Once you start focusing on value your getting back into the digital value chain that now is being hijacked by your customers and other people.

For example, If your into consulting your best chance of getting new customers is actually to blog and share content on how people could do without you. That’s content the people will link to, share and promote. That way you’ll end up in top positions in Google, you’ll be shared on Facebook, Twitter and other networks. In the end you’ll earn new customer who does not want to do it themselves but intead hire a consultant that obviously knows what they’re doing – that will be you.

So, do what Gary Vaynerchuck is doing to promote his online Wine shop on YouTube, Viddler, Twitter and Winelibrary TV or American Express does with Open Forum – share value. Sooner than later customers that does not wanna do it themselves will find you – and they’ll of course choose a provider that knows what they are doing, something you’ve already proven.

Gary uses Viddler to create chapter value while YouTube serves traffic purposes

4. Know Your fans

Spend time tapping in to the constant flow of social interactivity. Head over to Socialmention and search your brand. In seconds you’ll enter a universe of conversations that revolves around you and your brand. Or better yet, set up a dashboard and automatize your brand monitoring like the big brands do.

Once you’ve cleared that step, start Googling keyword and phrases connected to your product and services. Aim? Find those closed forum and communities that Socialmention and other tools cannot find. This is probably where your true fans spend their time online. Now enter and listen – DON’T interact. It’s their arena not yours!

5. Make sure your organization truly lives and breathes digital communication

Education of course. But first and foremost – have your organization live and breath digital communication. No modern brand should have marketing people on board who doesn’t understand the Internet.

Why not implement things like Yammer internally to ensure that each and every employee truly understands how to interact socially. Even better – have employees start Blogs, Twitter and Facebook accounts and then help them/teach them to track the conversation. In the end, the only way to fully go social is to upgrade peoples knowledge about future communication.

That’s all for today. Gotta board a flight!

I Think I Can Beat Steve Jobs

ronnestam — Wed, 27 Oct 2010 21:19:35 +0000

I am not applying for a new job as a CEO or Marketing Director, but if I did that would be my headline and I would run the brand I’d work for based on the insights that follow.

Steve! Bring it on!

Ok, so you’re s marketing director or even a CEO struggling to beat the he’ll out of your competition? Well, you are not alone. That’s more or less what all brands want, but why then are there so few that actually make a mark that can stand the tests of time?

Here are 14 pointers on how to get your brand charging into the future.

0.1. Before you read anything else. If your product or service doesn’t stand the competition. Get back to the drawing board and make sure it does. Then continue to Nr 1.

It’s really quite easy. Apple started their brand journey by making sure they had kick ass products.

1. Great branding is not about sticking to graphical guidelines, it’s about sticking to values and beliefs

I think I’ve written about it before. But years ago (1999) I found myself working with Nike after having called them to talk Framfab into a pitch. In one of the first meetings I attended I of course asked for Nike’s visual guidelines. One guy from Nike looked at me and said: “Just don’t touch the logo”. I repeated myself and clarified that I wondered about fonts and colorings. The guy again: “Don’t touch the logo, that’s all”.

How does Nike keep it together then? With great people of course. They act as gatekeepers of the brand. It’s in their spine like I’ve written about before.

2. Do things larger than life

Anish Kapoor knows how to make things larger than life!

Don’t be shy! Whatever you do, don’t expect that people wanna see everyday life things. We wanna get carried along and dream. The way you shape your products and services, your communication and advertising defines the way forward. Have a look at great brands. They go for the max.

3. You can never do wrong if you do different

The biggest reason for most brands not becoming true Superbrands is rationality and not believing in their potential. Take risks. Make mistakes. Turn yourselves into fools. All these things will undoubtedly lead you forward and suddenly you’ll know how to ride the horse that kicks high and outraces the competition.

4. Don’t be smart.

I’ve met far to many companies that tend to think communication and advertising is a all about calculation, analysis and smart things. Of course there are media channels where you should aim for super straight forward messages such as Adwords for example. But in most cases you should aim to create an impact. Make sure people see you and react. Any emotional reaction is better than any rational understanding.

5. Work with the best people, not the best agency

Choosing to work with an agency is not the way to go about it. No agency in the world builds a strong brand. People however, they can build you the brand you want. Either someone within your organization or someone on the consulting side. What they need is the power to change. Usually this power cannot be given to someone, it can only be earned. I’ve had the privilege of working with some of the greatest brands in the world and let me tell you, the people there they either give you power to change by briefing your right and letting strange but powerful ideas through or they steer you with hands of steel. One thing they don’t do is summon big meetings where ideas are being torn apart.

6. Take control of every piece of communication

As a CEO or Marketing Director you’ve gotta own your brand. Day one at work (if you’re an employee) you’ve gotta adopt that brand, build it into your spine and decide to become the best brand in the world. Don’t look at your competition, instead decide how you intend to shape a brand the world has never seen. Every brand has the potential to become a Superbrand. It’s only up to yourselves!

7. Piss people off

Don’t be sloppy. Everything matters. Be a pain in the ass. Take control. Demand greatness. Don’t settle for less. Apple, Nike, Porsche, American Express, Sony, Starbucks etc, these brands we not build by people who said ‘This will do’ These brands were built by people who said ‘We can do better!’

8. Constantly innovate your communication activities

Whenever you’re planning a new communication activity, live by the rule “Creativity is the opposite of routine”. You constantly have to break out of your mold. What makes your client stay put is of course consistency, but It doesn’t have to mean your tactical executions have to stay the same. As long as your activities are on brand and you stick a strong logo to it, you’ll see that people tend to stay with you.

People will stay your fans as long as you treat them this way. The second you start treating them as a mass, as consumers, as numbers in a marketing plan – they’re gone!

9. Your brand equity is measured on the numbers of WOWs, not the media spend

It’s not money (ok a little bit is always good to have) that buys you new customers. It’s the numbers of WOW that does. Only by WOWing people with your products, services and your communication will you gain effects that have a positive impact on your brand.

(Ok, I know that we’re living in Sweden and you believe we don’t wanna stand out. But that does not include you not standing out. We love brands that stand out from the mold cause we dream of doing it ourselves. Brands are built on dreams!)

10. Never base your ideas on history. Base them on the future.

If it’s been done, do something else. That’s the strategy of great brands.

11. Surprises that ends with a smile builds relations

It’s like falling in love. People wanna smile. Smile is what fuels relations and relations is what you’re after. Put smiles on peoples faces and you’ll end up branding their brain. And hey, don’t forget to keep em´smiling!

12. Great ideas communication comes cheap if you let them

Some of the greatest people I’ve worked with have all said they would work for free as long as they get to shine. Most marketing directors focus 90% of their relations with creatives on telling them what they can’t do. Do the opposite – spend 90% of your time telling your creatives you want more.

13. Everything matters!

All in all. Like in every sport you’ve gotta set your mind on winning. People will keep on telling you about the best competitors out there and your answer should always be “I’ll beat the shit out of them” – Managing brands isn’t different. It’s about being the best and beat the hell out of the competition, in everything you do!

14. Set your goals high. Really high. No, I mean reeeealy high!

The title was intended to tease you of course. But then again I’m 100% honest with you. If I’d run a company I would aim to become the best brand in the world, not the best brand in Sweden, Europe or USA. The world, that’s where I’d aim. I can’t see why I’d go for anything less?

Finally, if you’re preparing to write a comment telling that I can’t beat Steve Jobs, forget it! I know I can!

Common Sense Communication

ronnestam — Sat, 04 Sep 2010 07:46:35 +0000

In the offline world, if your customers didn’t find what they were looking for inside your store and left without shopping.

Would you:

a) Rethink the layout of your store today
b) Rethink the layout of your store next year
c) Rethink the layout of your store within the next three years

I think the answer is quite obvious. Then why the hell doesn’t more brands and companies care more about how people being converted through their online presence today, this hour and this minute.

Whenever you have questions about your online marketing and communication activities simply ask yourselves – What would I do in the offline world. The answer to that question can always be translated into a digital solution. It goes for marketing, design, online events, social communication, choice of technology and more. I call this Commons Sense Communication.

Common sense really!

When You Want To Communicate Something. Change Perspective!

ronnestam — Sat, 12 Jun 2010 17:35:18 +0000

Have a look at the video below and tell me if you’re not amazed. Turning things up side down. Black becomes white. Faster when you’re used to going slow. Smile when people expect you to be sad. Something big when people expected something small. Diving when people expected skydiving. Whatever you do, don’t do what others have done before you.

Guillaume Nery filmed on breath hold by Julie Gautier sure knows how to change perspective.

I’m On The Jury ›› The First International Social Media Award Show. The Bees Award

ronnestam — Wed, 02 Jun 2010 20:06:15 +0000

I am pretty darn proud to announce that I’ve been picked as a member on the jury of the first international social media award show for communication and marketing professionals. The award show called The Bees Award will be held in San Francisco on November 9 later this year and it’s open for submissions as of today.

The Bees Award have gathered some of the leading social media experts from around the world to judge this award and I’m honored to be included in that list. Apart from the honor it’s also a great opportunity for me to scan some of the best case studies in the world when it comes to social media. I’m sure once the 9th of november has passed I’ll be packed with inspiration to share with you guys.

This new buzzing contest will award winners in the following categories:

Best 140 Characters (SMS, Tweet)
Best Use of a Micro-Blogging Platform
Best Use of a Social Media Platform
Best Use of mobile
Best Relationship With Bloggers
Best Conversation with Customers
Best Use of Alternative Tool(s)
Best Use of Media Press Room
Best Writing
Best Art Direction
Best Social CRM
Best Student Work
Best Innovation
Best Campaign
Agency of the Year
Client of the Year

And besides me, here’s the jury and their twitter accounts and blogs:

Liz Strauss – Chicago, USA (@lizstrauss)(Liz’s Blog)
Gary Goldhammer – Los Angeles, USA (@g24khamr) (Gary’s Blog)
Paul Hoffman – Woodstock NY, USA (@hoffmanpaul) (Paul’s Blog)
Mitch Joel – Montreal, Canada (@mitchjoel)(Mitch’s Blog)
Helder Araujo – Sao Paolo, Brazil (@haraujo)
Jesus Hoyos – Mexico City, Mexico (@Jesus_Hoyos)(Jesus’ Blog)
Ralf Rottmann – Dortmund, Germany (@24z)(Ralf’s Blog)
Matt Rhodes – London, UK (@mattrhodes)(Matt’s Blog)
Eric Maillard – Paris, France (@PRland)(Eric’s Blog)
Gaurav Mishra – New Delhi, India (@Gauravonomics)(Gaurav’s Blog)
Rajiv Dingra – Mumbai, India (@rajivdingra)(Rajiv’s Blog)
Andre L. Pan – Shanghai, China (@popoever)(Andre’s Blog)
Isaac Mao – Boston, USA/Shanghai, China (@isaac)(Issac’s Blog)
Li Ang Wang – Shanghai, China (@WebLeOn)(Li Ang’s Blog)
Gao Ming – Shanghai, China (@gaoming)(Gao’s Blog)
Toru Saito – Tokyo, Japan (@toru_saito)(Toru’s Blog)
Alister Cameron – Melbourne, Australia (@alicam)(Alister’s Blog)
Dave Duarte – Cape Town, South Africa (@DaveDuarte)(Dave’s Blog)

So, what the heck are you waiting for. Make sure me and the other jury members eyeball your social ideas!