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What is more powerful eyeballs or engagement? At a coffee store last week in Göteborg’s Central Station I pondered this, as people were tapping away on their tablets or smart phones. While, just across from the cafe was a large, rotating, advertising display, competing for audience attention.

Traditional marketing such as television and print relies on “eyeballs” to get the message across with no emphasis on the consumer. This makes traditional marketing one-sided and flat to younger generations. Unlike, social media which is about “engaging” with your potential customer. Social Media gives your company it’s voice or personality enabling new and existing customers to interact with your organisation on a more personal level. Social channels such as Facebook and Twitter allow people the opportunity to voice their opinions about your services or products in a casual manner.

With the percentage upon which people act on traditional or forced marketing estimated to be in the 1-2% range. It is easy to see why more and more companies are becoming interested in social media. Especially, when you factor in the rapid take-up of tablets and smart-phones.

(Follow us live on #ssmx on Twitter) and more on the event Vinterminglet

12:00 Malin Ströman about gamification
Gamification  – shopping and learning transparently so how to make what we perceive more of a game? Checkout Stardoll.  A company arranged a Chicken race – the one customer who dared to wait the longest to purchase one selected bag, got to buy it for a lower cost. When she starts talking about gamification while playing, baking, using transparency and learning at the same time, she catches my attention.
What if we could gather all the energy when we solved world problems. How fast could we create world peace?

She says that: “The social human # evolve – create identity – response. The goal is to be empowered.”

12:35 LG Wallmark och Karin Nordlund, Telia, “Building the best customer communication center – what do you want?” Customer service online starts during mid June for Telia 2010. They started internally. “When you open the channels, you have to be there”, says Nordlund. She worked day and night to answer questions online to meet the high expectations online on the response time. Few of the people in charge understood the power of social media. So she started giving courses called “Social media for Dummies”.
“We know now that: we need to explain why we are there online to answer questions

Telia now measure – log on replies, log answering = happier clients, answering times, positive influence on the brand, spread…
- 17% of Swedish companies are in the social media channels

13:03-14:05 Lunch, networking and time to charge computers/Ipads/phones etc.

14:06 Sofia Svantesson, Ocean Observation – Big in Japan, enters the stage with the starting phrase – “Be humble to suceed”.

By accident she studied at Kungliga Tekniska Högskolan. 2001, she starts Ocean Observation creating meaningful interaction strategies on multiple platforms. These are her tips to become “BIG in Japan”:

• Remember to focus on details – the Japanese love detail.
• Build relationships = surprise the Japanese positively (-Sugoi!), stay personal to get the Uuuuu
• Culture – understand the rituals with meetings, learn the business card ritual (she even drew her own cards when she ran out), bow down deep when greeting and saying goodbye, “maybe it´s ok=no”, work around the clock, the Japanese tell you when you do good, “you´re an outsider = accept it”

14:32 Anton Johansson, Headler.se (mascot at Twingly), blogger at About.me
It started with the question “What would we like to do?”.  His partner Erik loves headphones. So they started a webshop for just that. “We set a goal to have the coolest webshop in Sweden,” says Anton. “Everyone follows the cool guy.”
Not a single cool skater wrote about them in the beginning. They quickly learnt, the more products you have in your store, “the more you sell.”
” It is easy to be the best.” People tend to forget that sales is the most important thing. Dare to do direct sales. For example follow the conversations online about people wanting to buy headphones. Talk to the fans. Make an offer.
Online commerce “You can do it, too!”

15:33 Jan de Man Lapidoth, about leadership and social media

1. Mellanmjölk (milk 1,5%, extra medium). He wonders if we use our potential? How can we grow? Fair?
2. Authencity – “We react when something is not authentic”. Everyone must be true. Could be seen as ugly. Or?
3. Transparency = dynamite. It kills power.

I love it when we finally get to discuss around the tables on social leadership etc.

16:04 Hampus Brynolf about his survey on Swede’s habits on Twitter, hardcore facts and fun facts :

• 91316 Twitter accounts in Sweden. 25 million tweets.
• 10% most active wrote 80% of the tweets, 6% have tweeted more than 1 000 tweets
• 1 user registered on location in JävlaGävle
• The most popular “twitterer” in Sweden is Sebastian Ingrosso with over 50 000 followers
• Calle Norlén has 797 followers and has 1 tweet ?
• 33284 male names, 26119 female names (32059 unknown). Top three list: Johan, Anna, Fredrik. All Swedish… .
• Journalist is the most common title used in the “bio”.

Part three of the event and conclusions will be published tomorrow. Stay tuned and have a great evening.

PS. These are my notes. Could include errors. Pleae help me correct.

Time to sum up another “High Five-week” at Awoque. Each day, we learn new things and evolve with them. That is what an entrepreneurial company does. We try though, to stay focused on great people, gathering positive energy, to deliver fantastic results . Then we shorten the link between our client’s and their fans through appropriate communication channels, social media tools and technical devices. But sometimes, just sometimes, funny things happen.

If you use a smartphone, you will know what I mean, especially if you have auto correct on. Sometimes the function helps a lot but sometimes (or even most times) it creates fuzz and misunderstandings. I have been frustrated many times since I recieived my Iphone on this point. However, I finally got the hang of it – simply tripple check everything you write

Here are some stories that show my point, enjoy and happy weekend ; )!

Jag gillar verkligen enkelheten som internet och tekniska hjälpmedel skapat i min vardag. Interaktion med mina vänner när och fjärran på Facebook, Twitter, YouTube. Olika vänner ibland och olika tonlägen. Härligt med mångfald ; ). Lättheten att kommunicera med grupper både lokalt och över hela världen förvånar mig ibland men jag tar det ofta för givet. Min telefon, Iphone, finns med mig från det att jag vaknar på morgonen till sen kväll. Nördigt? Ja visst! Jag är stolt över det också.

Vi är ju ett gott gäng också världen över. Några av oss kommer att träffas på Webcoast 2011 i Göteborg 18-20 mars. Eva Wieselgren på GP skriver om eventet idag>> Biljetter släpptes imorse. Stolt vill jag också berätta att vårt bolag, awoque, var först med att välja gå in som sponsor.

Så är du social media-nörd, wannabe, hang-around eller nybörjare/nyfiken? Häng med. Med så kompetent projektledning som Maria Gustavsson kan det inte bli annat än succé!

Nu tar jag en paus en vecka och laddar med lite skidåkning i Lindvallen. Vi hörs igen måndag 31/1.

Kommunikationen är bra men att ha teknik som underlättar gör det hela så mycket roligare och bättre. Ligger sent och uppdaterar denna blogg med mobilen. Smidigt och tidsbesparande. Hela världen i en liten manick. Hur fort gick inte det att vänja sig vid det? Så klart strular uppladdningen i WordPress-appen när jag skriver detta men så är det ju. Det är inte felfritt.

I somras drev jag och min man Joakim Press Office på Marstrandsregattan till stor del med våra Iphones. Live uppdateringar med ett Twitterkonto, bilder, film och vi hade kontakt med stora delar av seglarnätverket i norra Europa under ett par dagar. Kontakter som var nytagna i början på veckan. Självklart hade vi även en digitalkamera och datorer till hands under arbetsdagen men våra mobiler gjorde det möjligt att ta en fika på kajen, fiska krabbor med barnen och doppa sig i det blå och ändå hade vi järnkoll på det som skedde till havs. Och våra kunder, de seglingsintresserade både när och fjärran, ja de gav oss högsta betyg.

Hur jobbar du?

Extranöjd är jag idag över att ha flyttat in i nya lokaler på Sockerbruket 33 i Röda Sten med Paul Williams och eWebbyrån (killar som gör det enkelt med teknik och gör att jag kan fokusera på strategi). Kreativt och högt i tak summerar jag mina första intryck av dagen. Mer om hur det går för oss berättar jag mer om i veckan. God natt där ute.