Innovative Brand Communication

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

by Johan Ronnestam

Saturday, December 5, 2009

Google Keyword ‘Johan Ronnestam’


Creative Director
Art Director
Strategy & Business development


Creative Director
Art Director
Strategy & Business development

Integrated advertising
Digital communication
Planning


A New World of
Communication?


1943


2006


128 409
Uppsala


2 874 860
Swedish Members


127 760 Swedes a Week


1.Kina
2.Indien
3.U.S.A
4.Facebook (+300 million)
5.Indonesien


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

Mary Meeker
Managing Director Morgan Stanley


Share Videos/Music/Photos/Stories

Forum/Wall Posts

Messaging

Play Games

Status Updates
VoIP Calls
Chat


Connectivity
Presence
Forum/Wall Posts

Messaging

Play Games

Status Updates
VoIP Calls
Chat


Social Networking Mobile


Connectivity
Presence
Forum/Wall Posts

Messaging

Play Games

Status Updates
VoIP Calls
Chat

390 MM Users 57MM Users
+153% +166%


MSN Lunarstorm
Jaiku
Mac Autoblog
Betty - Bronx, USA

Katrina - Cologne, Germany

Amazon Ruy - Buenos Aires, Argentina

Baidu
- Singapore, Republic of Singapore
Jean - Paris, France

Gary - Antalya, Turkey New York MIXI
American
apparels
Sina - Acapulco, Hawaii,US
Times Chikako - Tokyo, Japan
Meihuh - Beijing, China

Wire
Robert - New York, US

Wordpress
Space Orkut
ReadWriteWeb
Yeshayahu - Tel Aviv, Israel
Espn
Liza - Rio De Janeiro, Brazil
Ronin - Geneva, Switzerland

Vicemag Ning
Basecamp
Jano - Lima, Peru

Manchester, UK
Clancy - Detroit, US
Wening - Jakarta, Indonesia

Stardoll
Shelley - Bundoran, Ire

Ruby on rails Helene - Stockholm, Sweden
PC
le docs
LastFM
Alesandrej & Leija - Moscov, Russia
Stina - Mal Pais, Costa Rica

ykjavík, Iceland

Kitty - Oslo, Norway
Picasa
JohnJohn - BoraBora, French Polynesia Greg - Manchester, UK

Twitter
ndfeed Tony - Mexico City, Mexico World of PHP
eBay
openhagen, Denmark

warcraft Sami - Helsinki, Finland

WII Luke, James - Toronto, Canada

YouTube
Josephine - Barcelona, Spain
Etef - Kairo, Egypt

eshare

Kelkoo
Flea - Havanna, Cuba

man - New Delhi, India

Hintmag
iMeem Flickr
Gizmodo Flickr
Gonzo - Rome, Italy
Jessi - Dubai, United Arab Emirates

Andy - Atlanta, US
Ester - Rabat, Marocko
Latifa - Beirut, Lebanon


Broadcast


Bro
adc
as

Consumer

Brand


Conversation!


n
PU
Pla OT
S H ing
m ix
SW et
M ark
AID

B
t

ra
c PR
fe

n
AS

f

d
TV
E

st
C

ra
Po

t
sit
ion

eg
eri
ng

y
tl er
Ko
rs
PULL

n ne
Ba


THINK NEW
THINK DIFFERENT


THINK DIFFERENT
THINK NEW


13:34:47


13:35:01


13:36:21


13:37:01


Innovation


Innovation
Entertainment


Innovation
Entertainment
Interactivity


Innovation
Entertainment
Interactivity
Creativity

You might think you’re into


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


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


This Is a Logotype


This Is a Product


This Is a Customer


This Is The Brand


Brand =


Father

Mother Guard

Casanova Guru

BRAND
Friend Adventurer
STORY

Clown Virgin

Creative Rebel
Hero
©Per Robert Öhlin

Father

Mother Guard

Casanova
Guru

BRAND
Friend Adventurer
STORY

Clown Virgin

Creative Rebel

Hero

©Per Robert Öhlin

Your Story?


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


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

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


You Can’t Move A Brand Without Moving People


13
things to think about

1. Think
Transparency


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

2. Think Like A Nerd


Every interface...


...all the way!


3. Think Link


Your brand
presence online


Services/ Your brand
Offering presence online


Services/ Your brand Content
Offering presence online


Offering presence online “Social content”

Flickr
YouTube
Delicious
RSS
Widgets
Wikis
Forum
Comments
etc...



Flickr
YouTube
Delicious
RSS
Widgets
Wikis
Forum
Comments
etc...

Objective



Flickr
YouTube
Delicious
RSS
Widgets
Wikis
Forum
Comments
etc...

Objective Value



Flickr
YouTube
Delicious
RSS
Widgets
Wikis
Forum
Comments
etc...

Conversion Objective Value



Flickr
YouTube
Delicious
RSS
Widgets
Wikis
Forum
Comments
etc...


Traffic



Flickr
YouTube
Delicious
RSS
Widgets
Wikis
Usability Forum
Product Comments
presentation etc...


Traffic



Flickr
YouTube
Delicious
RSS
Widgets
Wikis
Usability Forum
Product Comments
presentation etc...


$ Traffic



Flickr
YouTube
Delicious
RSS
Widgets
Wikis
Usability Forum
Product Comments
presentation etc...


$ SUCCESS
METRICS Traffic


PAI D

Above & below
the line
advertising


Flickr
YouTube
Delicious
RSS
Widgets
Wikis
Usability Forum
Product Comments
presentation etc...


$ SUCCESS
METRICS Traffic


PAI D

Above & below
the line
advertising
“ABL & BTL”

Advertising
Internet
PR
Event
Point of sale
Packaging
etc...


Flickr
YouTube
Delicious
RSS
Widgets
Wikis
Usability Forum
Product Comments
presentation etc...


$ SUCCESS
METRICS Traffic


PAI D PA ID

Above & below SEM
the line
Search engine
advertising marketing
“ABL & BTL”

Advertising
Internet
PR
Event
Point of sale
Packaging
etc...


Flickr
YouTube
Delicious
RSS
Widgets
Wikis
Usability Forum
Product Comments
presentation etc...


$ SUCCESS
METRICS Traffic


PAI D PA ID FREE

Above & below SEM SEO
the line
Search engine Search engine
advertising marketing optimization
“ABL & BTL”

Advertising
Internet
PR
Event
Point of sale
Packaging
etc...


Flickr
YouTube
Delicious
RSS
Widgets
Wikis
Usability Forum
Product Comments
presentation etc...


$ SUCCESS
METRICS Traffic


PAI D PA ID FREE FREE

Above & below SEM SEO The Social
the line
Search engine Search engine internet
“ABL & BTL”

Advertising
Internet
PR
Event
Point of sale
Packaging
etc...


Flickr
YouTube
Delicious
RSS
Widgets
Wikis
Usability Forum
Product Comments
presentation etc...


$ SUCCESS
METRICS Traffic


MSN Lunarstorm
Jaiku
Mac Autoblog
Betty - Bronx, USA

Katrina - Cologne, Germany

Amazon Ruy - Buenos Aires, Argentina

Baidu
- Singapore, Republic of Singapore
Jean - Paris, France

Gary - Antalya, Turkey New York MIXI
American
apparels
Sina - Acapulco, Hawaii,US
Times Chikako - Tokyo, Japan
Meihuh - Beijing, China

Wire
Robert - New York, US

Wordpress
Space Orkut
ReadWriteWeb
Yeshayahu - Tel Aviv, Israel
Espn
Liza - Rio De Janeiro, Brazil
Ronin - Geneva, Switzerland

Vicemag Ning
Basecamp
Jano - Lima, Peru

Manchester, UK
Clancy - Detroit, US

Stardoll
Shelley - Bundoran, Ire

Ruby on rails Helene - Stockholm, Sweden
PC
le docs
LastFM
Alesandrej & Leija - Moscov, Russia
Stina - Mal Pais, Costa Rica

ykjavík, Iceland

Kitty - Oslo, Norway
Picasa
JohnJohn - BoraBora, French Polynesia Greg - Manchester, UK

Twitter
ndfeed Tony - Mexico City, Mexico World of PHP
eBay
Copenhagen, Denmark

warcraft Sami - Helsinki, Finland

WII Luke, James - Toronto, Canada

YouTube
Josephine - Barcelona, Spain
Etef - Kairo, Egypt

deshare

Kelkoo
Flea - Havanna, Cuba

oman - New Delhi, India

Hintmag
iMeem Flickr
Gizmodo Flickr
Gonzo - Rome, Italy
Jessi - Dubai, United Arab Emirates

Andy - Atlanta, US
Ester - Rabat, Marocko
Latifa - Beirut, Lebanon


Less than 2% can be viewed in the muséum


PAI D PA ID FREE FREE

Above & below SEM SEO The Social
the line
Search engine Search engine internet
“ABL & BTL”

Advertising
Internet
PR
Event
Point of sale
Packaging Move budgets
etc...


Flickr
YouTube
Delicious
RSS
Widgets
Wikis
Usability Forum
Product Comments
presentation etc...


$ SUCCESS
METRICS Traffic


4. Think Big


5. Think Small


6. Think Viral


the viral triangle


the viral triangle

Partner / Celebrity


the viral triangle

Partner / Celebrity Culture / Lifestyle


the viral triangle

Brand / Product



the viral triangle

Brand / Product

INNOVATIVE
IDEA



INNOVATIVE
IDEA


INNOVATIVE
IDEA

Relation to partner


INNOVATIVE
IDEA

Relation to partner Relation to culture


Relation to brand

INNOVATIVE
IDEA

Relation to partner Relation to culture


BRAND / PRODUCT


PARTNERS/CELEBRITIES
Visionaire - Innovative Print House

Sophie Calle, Andreas Gursky, Cai Guo-Qiang,
Steven Klein, Yayoi Kusama, Alasdair McLellan,
Steven Meisel, Guido Mocafico, Nicola
Formichetti/Gareth Pugh, Sølve Sundsbø, and
Mario Testino.


CULTURE

Art of print

KRUG’s paid reach

BRAND CORE


Bloggers

Email
A private YouTube etc
champagne
club
Search

Collectors
A socially connected
KRUG’s paid reach
blogger picks the story

Twitters

BRAND CORE

More bloggers
A newspaper
picks up the paper
A drink blogger
writes about the
campaign
A design paper
picks up the story
and publishes an
article


Social communication


7. Think New
No Matter What
People Say


8. Think Value


9. Think The Nobody


10. Think Stupid


11. Think Sharing


What can
you share?


12. Think ‘Beta’


43% of Googles
products are beta



test with
Big strategy
consumers

focus groups




adapt

test with
Big strategy
consumers

focus groups




adapt
TVC
Print
test with Outdoor
Big strategy Web Campaign
consumers Event
POS
etc...

focus groups Campaign




adapt measure
TVC
Print
test with Outdoor
consumers Event
POS
etc...





adapt measure
TVC
Print
test with Outdoor Another big
strategy
consumers Event
POS
etc...




The new model of product
communication
Micro launches, insight, iterations

Small strategy



communication

plan
build
launch
measure

Iterative development

Small strategy



communication

plan insight
build
launch
measure
modify

small strategi

Small strategy

Knowledge



communication

plan insight
build
launch
measure
modify

small strategi
plan
build
launch
measure
Small strategy

Knowledge
iterative development



communication

modify

plan insight
build
launch insight
small strategy
measure
modify

small strategi
plan
build
launch
measure
Knowledge
Small strategy

Knowledge
iterative development



communication

modify

go on!

plan insight
build
launch insight
small strategy
measure
modify

small strategi
plan
build
launch
measure
Knowledge
Small strategy

Knowledge try something
iterative development different



m f i
i lit
i m
i lit lit
m ite
ite lit
lit ku
t ku lär ite
lär ite pr m f m f
i i
i lit i lit m f
m m i
ite lit ite lit i lit
m
lit ku lit ku ite lit
lär ite pr lär ite pr
lit ku
lär ite pr
m f
m f i
i i lit
i lit m
m m f ite lit
ite lit i
i lit lit ku
ku m lär ite pr
lit ite lit
lär ite pr
lit ku
m f lär ite pr m f
i i
i lit i lit
m m
lit m f ite lit
ite
i
ku i lit lit ku
lit m lär ite pr
lär ite pr ite lit

lit ku
m f lär ite pr
i m f
i lit i
m i lit
lit m
ite lit
m f ite
i
i lit lit ku m f ku
m lär ite pr i lit
lit i lit lär ite pr
m
ite lit
ku
lär ite pr ku
lit
lär ite pr



13. Think Bulls Eye


It’s NOT about
reaching
1000 000 in order
to sell to 100


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


Scott McCloud

Comics


The viral triangle

Google Chrome

A comic book
about Google
Chrome

The world
Scott McCloud
of comics


Conclusion!


In 2010


Innovative Brand Communication

Innovative Brand Communication

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