Per Robert Öhlin (Copywriter, author of the book Fuck Logic)
Warriors, Virgins and rebels
Archetypes has got something to learn us about brands and Per starts off his keynote by showing a clip from Paul Potts debut at Britain got talent and asks the audience what Archetype he symbolises. The Ugly duckling or the underdog. Then Per continues with talking about different ways of storytelling: Stability, belonging, Independence and Changes. Why do I know more about Dirty Harry than I know about Opel he asks. Well Dirty Harry is an animalistic hero while Opel is an omnipotent product. Then he states: “We are all unrealised heroes!”
Brands and Religion
They are both driven by strong emotions.
How do we succeed? We have to find those strong emotions inside ourselves and use them with a smart business idea (think IKEA!)
Inconsistencies
The Father – The Rebel
The Virgin – The Seducer
How to reach those who doesn’t want to be reached? (think Dirty Harry and Opel, use emotions!)
How can we control our brands? (Not possible, we can only be proactive!)
Björn started off in the same brand thinking as Per did, and talked about the importance of Facebook being the third biggest ‘Country’ in the World. Continued with that we have to realise that the market we’re acting on is digital and IS Social. That word of mouth still is the best marketing way. Your brands footprint is on the searchengines and that Corporate Social Responsibility will have an increasingly important impact.
Communication is about doing things with and for people.
Move your budgets to the digital arena, and then Björn continued with the following points to think about when moving to the digital arena:
- Content ( think Photos, videos, customers own stories and experiences)
- What separates you from the rest (Show that your brand is THE best!)
- Searchable
- Shareable (on Facebook, blogs)
- Linkable
- Distributed
- Inlinks (Learn everything about links in and out!)
Judith (Also selected as one of 100 super talents by the Swedish paper Veckans Affärer) Talked about, and wanted us to understand how E-marketing and Social media belongs together. She started of by using quotes from her blogging friend Chritian Rudolph: “Internet is love!” And used here very nice Prezi presentation to show us: “Interact first – Sell is second” To increase their marketing E-marketing sites have to more engaging and make their sites more social.
To be successful, it is about to engage their customers by engaging in them and in the channels where they are present (social media like Twitter and Facebook) and especially invite them to speak up and be interactive. Judith’s future reconnaissance, which she shares with others, is that the new economic system will occur directly in the social media (just look at Facebook credits, Stardoll currency, etc.) and the influential people will generate increasing sales for companies. Judith finishes off by asking:
"Will you buy your next microwave via Facebook or Twitter?"
After the last pause,
Katja Janford, a student at Berghs sat on a chair and read a poem she had written. This was yet another surprising part, but as a big fan of Poetry this was very nice. Katja was the interviewed by Johan about how it is to study interactive communication and what she (Katja) think will be an important part of tomorrows marketing. Katja answered: The storytelling will have an increasingly important role in the future.
Lotta Lundgren (Former copywriter now food blogger)
(I have to say that this was one of the highlights for me, Lotta has got an incredible ability to sit and talk to a group of people(couple of hundred) and you feel like she’s small talking to you. Extraordinary!!)
Lotta was an award-winning copywriter who became tired of life "advertising" and instead started blogging about food, which of course would explain why she chose as she did, and with a twinkle in her eye led us to think about what role the blogging really plays.
Its hard to refer to Lotta’s fabulous small talk as she’s got an incredible sense of humour and distance both to her person and what she’s been and is doing now. But one of things that got stuck with me was: “When I got pregnant I was stuck in a jar and never got any good assignments after that.”
To make a good and much longer and more enjoyable story short , she started the blog "If I were your housewife" – something that gave her much more than her book publishing has ever done (quote: "a book does not hang out with you "and" writing blog is like talking on stage ") and which in time led to her calling her employer and saying I’m resigning now and will be a food author instead.
Lotta tells us that becoming a blogger and author of cookbooks is now her most successful marketing campaigns, and she will also have her own TV show about food an food culture now.
Stefan Hyttfors, Entrepreneur
Stefan finishes off this excellent day with yet another Prezi presentation.
What Stefan talks about is how the media landscape has change and how we now can share in a much diffrent way than we did only 5 years ago. Looking at Youtube that grows with (13 or 20 hours/minute) 24/7. Why is this happening? The cost to produce is so low and the estimate is that we now produce this year more than we’ve done since the stoneage until now (5000 exabytes of infromation!) Flickr upgrades their services every 30 minutes 24/7!
WE can all be publicists now, we don’t have to use ‘old channels’ like Sony, Bonnier etc to get our stuff out there. Companies are worried that Social medias will reduce the ROI for them, but some studies shows the opposite. If people can talk about their companies brand, who would be an better ambassador for the brand? (the last one is my own reflection)
Finally Johan Ronnestam comes and summarizes the day up:
Its an democratization going on now where consumers gets more and more important influence. Open source increases to grow (Wordpress, MySql, Linux, mobile platforms etc)
Short points from me:
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Inspirational
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Thoughtful
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Passion
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Storytelling
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AND lot’s of laughs and joy!
I will bring all this with me and in the end there will only come good things (read ideas) out of this for my future as both a blogger and a Social media facilitor! Thanks to Johan Ronnestam and Wednesdays Relations for an interesting and inspiring day. And also for me being able to take part of it all as a guest blogger!
Read also (Swedish) other bloggers about this The Jennie, Magnus Nilsson, Daniel Erkstam
