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.
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 [click to continue…]
A common question I get from companies is “How do we get people inside our company to spend time on our intranet”. My answer is always – “make sure you tie your intranet closely to your daily operations”.
Make people feel visiting the intranet has something to do with their work and not only for the fun of it. Only this way will you create the need for the collaboration, socialization and engagement that an active intranet (and your company) needs. This however turns out to be a major problem for most [click to continue…]
Think social media and conversational marketing might be the next train to heaven for your brand but don’t know where to board? Well, here’s three social media marketing models that will make sure you’ll find your station.
If you wanna get moving into the social country of love where conversation rules you’ve gotta get one thing straight. Valuable content is king. Buying a loudspeaker and start tweeting wont get you anywhere. Swedish brands like Comhem and Boxer have effectively proven that just twittering the 140 sign language doesn’t earn you any followers. Every social network will provide you with it’s own possibilities and traps. A well executed strategy is a must or you’ll end up in a minefield.
Here are 3 models by Johan Ronnestam that will guide your brand towards a successful social media strategy.
3 Models That Will Guide You Into The Social Media Landscape
The Social Staircase
The Social Staircase is a model that focus on the overall process. It’s the stuff that pays for your ticket to love.
The Social Tool Matrix
Now you know what kind of presence your business needs. Now it’s time to map the tools to make sure you know what to keep your mouth shut, when to speak and when to listen.
The Social Viral Spiral
This is about speed. Spread that love I’m talking about below. But make sure you do it with finesse and timing. Create a couple of Social Viral Spirals and you’re ready to make out!
Artikeln i Svenska Dagbladet förenklade kraftigt vad sociala media handlar om och därmed gjorde mer illa än nytta. Jag kastade mig såklart på tangentbordet men hindrades av kissiga blöjor, pulkaåkning, lekstugor, sällskapsspel och annat som hör ledigheteten till. Dagen gick och jag hann får ur mig vad jag tänkte. Men nu är jag hur som helst på banan igen.
Tillbaka till politiker och sociala medier – varför blir alla så fokuserade på Twitter och Facebook och hur gör man egentligen? Det här går nog inte riktigt att svara på, men man kan definitivt lägga fler kort på borden än vad Svenska Dagbladet gjorde.
Om vi ska prata om politik och sociala media måste vi först fråga oss – varför väljer jag egentligen ett politiskt parti? Det kan tyckas vara en komplicerad fråga. Men egentligen är den rätt enkel att svara på:
Politiskt söker jag ett parti som tycker som jag. Jag söker ett parti som representerar mig i sveriges riksdag.
Likt vänskap måste vi komma överens emotionellt och inte bara åsiktsmässigt. Jag och era representanter alltså. Gör vi det har jag överinseende med mycket. Vänskap väljer man inte bort så lätt.
Om vi har varit vänner länge och tycker olika vill jag att du ska lyssna på min åsikt.
Det parti som lyckas svara upp mot de här tre faktorerna på bästa sätt får mig på fall. Det är utifrån det här perspektivet svenska och såklart alla politiska partier borde verka i sociala media eller som jag helst säger – digitala media. Sociala medier i sig har inget egenvärde utan det handlar om totalt integrerad kommunikation.
Olika sociala kanaler/verktyg är bra på olika saker och bör såklart användas utifrån en övergripande strategi. En sådan har helt klart alla politiska partier fått på plats. Men det taktiska genomförandet sviktar [click to continue…]
Last week I was contacted by Superbrands. The company that releases a book with the same name. I was asked to write a post on their blog about Branding. I know I’ve got some followers interested in that subject so I’ve decided to post the same article here too.
Back in 2000 a flash based message containing the phrase ‘All your base are belong to us’ spread like wildfire through emails and internet forums. Back then most of you had probably not heard about viral marketing, web 2.0 and social networks. Facebook and Twitter were still 6 years away from being established and most brands didn’t bother to much about digital marketing.
About the same time Nike took their first stumbling steps towards a digital brand strategy. Back then Nike would probably not know that their global strategy would be [click to continue…]
Early this morning I stood in the ‘Story’ bar in central Stockholm and explained to one of my friends what Twitter is all about. As I explained trending topics I noticed RIP MJ hitting the charts and of course Tweeted it myself.
Michael had been declared dead only minutes earlier when people went crazy on Twitter. According to Ethan Zuckerman 15% of all posts on Twitter mentioned Michael Jackson. He saw Iran or the swine flu reach over 5%.
My real first memory of Michael goes back to 1984. Michael Jackson had just reinvented music video with Thriller. I loved it and I’ve loved Michael Jackson ever since.
Michael was the king of my generation just like Elvis Presley was the king of his. Rest in peace my one and only superstar!
The image you’re looking at above is my first page on Twitter when searching for the #iranelection. Notice the fact that a lot of those avatars have turned green? That’s the Twitter way of saying we support your fight for freedom! Sites like HelpIranElection and IranGreenThumbnails help you color yours. CreativeBits provide a set of icons that let’s you show [click to continue…]
People tend to share a lot of information online and not the least on Twitter. All that information is possible to access by using the Twitter API. Jer Thorp, digital artist, thought about that for a while and then he decided to extract and visualize travel information from people’s public Twitter streams by searching for the term ‘Just landed in…’.
This was the result and it’s stunning.
As we publish more bits of conversations online the data we leave behind produce some freakin’ cool building blocks for people with ideas. So far most of it is used for good. But sooner or later we’ll end up seeing a lot of bad stuff.
Stay righteous and you’ll be ok. Move over to the dark side and expect bad mojo. Something for brands to think about.
Infostethics delivered the information in style as always.
As Twitter grows bigger and bigger I came to think of Alfred Hitchcock’s movie The Birds. What looks like a flock of beautiful birds end up being our worst nightmare.
Everyone are going bananas over Twitter and the marketing potential with micro blogging. People who are into it are totally sold. People who are not doesn’t understand jack shit. The thing with Twitter is that you’ve gotta get yourself in there, start listening to the twitter and slowly adapt to a strange new culture. Once [...]
Candy brand Skittles have produced some kick ass TVC’s (Skittles leak being one of my favorites) through out the years and now they’re innovating the use of social media within fast moving consumer goods. This blog post started in my head after seeing this discussion below between two of the bloggers I’m following. David Armano [...]
Twitter and microbloggning has been getting a lot of attention recently. Finally companies are learning that Twitter can get your conversation up and running. Companies are getting it. These are words that I’m reading all over the internet on many different blogs, including mine. But I need to make one thing clear. It’s not about [...]
This blog is written by Johan Ronnestam. He's widely regarded as one of Sweden’s leading speakers and authorities in the field of modern creative and conceptual thinking and skill of innovating brands and their communication. The readers of Microsoft Indikat has named Johan Swedens most influential authority within digital communication
