Can digital marketing change the world? Teddy Goff´s keynote at IBM Smarter Business in Stockholm

31 Oct

Maybe, and it has already proven that it played a major role in deciding who rules the most powerful country in the world.

At the IBM Smarter Business Conference 2013 in Stockholm, the word “IT” or “Software” were never mentioned. This conference is about smarter business and that means:  going digital, being truly client focused and be social.

IBM has released all the speeches and break out sessions in IBM Sweden Youtube channel and while a lot of them are well worth your time, you don´t want to miss Tedd Goff´s Keynote.

Obama_chatting on Reddit

Obama chatting on Reddit

Teddy Goff (Twitter account) was the digital director at both Obama presidential campaigns. He is sharing interesting insights in US political campaigns and how the marketing team around Obama was re-thinking the way voters should be treated and influenced.

For the ones who believe in the power of web analytics and testing, you will hear some great examples within email marketing. Or the president´s pretty brave use of the social network Reddit. And of course, statistics for the power and phenomenal reach of Facebook.

Go ahead, it is fun and inspirational!

Teddy Goff Keynote IBM Smarter Business conference 2013

Teddy Goff Keynote at IBM Smarter Business Conference 2013, Stockholm


Maersk: An inspiring B2B social media case

3 Jul

What is your experience with B-to-B companies and social media? Have you seen many inspiring cases around? Let´s narrow down “social media” for this question to what B2B companies are doing on Facebook, Google+, Twitter, Instagram and Pinterest. In my opinion only a few are really making an effort to work consistently and beyond the traditional “pushing out information”- approach.

Then, a couple of days ago, I read an article about Maersk Line´s social media strategy and execution. It produces a big, happy smile on my face! Finally a global  B-to-B company which is reaching out, telling engaging stories, getting involved, entertaining. It is inspiring.

You can read more about Maersk social media story here. And let me tell you, it is a good read not only for B2B companies: (Blog written by Head of Social Media at Maersk Line)

Maersk Line sets B2B social media example (Article on by Silvia Cambié)

Being B2B social: A conversation with Maersk Line’s head of social media (Insights & Publications by McKinsey&Company)

Even though Maersk Line´s Head of  social media prioritizes “quality before quantity”, a Facebook fan count of around 1 million really is impressive! Sure, Maersk is the world’s largest container shipping company, but still, it is “only” about container shipping and something obviously suitable for social media like fashion, travel, sports, food and such.

Maersk Line on Facebook:

Facebook page of Maersk Line

Maersk Line on Facebook

Maersk Line on Instagram:

Maersk Line on Instagram

Maersk Line on Instagram

Maersk Line on Pinterest:

Maersk Line boards on Pinterest

Maersk Line on Pinterest

Maersk Line on Google+:

Google Plus Page of Maersk Line

Maersk Line Page on Google Plus

Updated overview of social media landscape 2013: Conversation Prism

2 Jul

The famous and well shared Conversation Prism by Brian Solis got a serious update!  122 services were removed, 111 services added.

Find more info on the web page They have the prism jpg in different sizes for a free download.

Conversation Prism

Conversation Prism




Bye Bye Facebook offers and Facebook questions

13 Jun

You might have heard the news: Facebook announced that they are going to streamline their ad product portfolio. These changes will be done in the beginning of July 2013. For everybody having to do with Facebook ads these are good news, as it will be easier to explain and manage the different advertising formats. For instance, you´ll probably agree that most marketers and even a lot of people responsible for a company´s Facebook presence don´t know what Sponsored Stories are.

So Facebook is doing something smart: Switch focus from the ad products towards the advertiser´s business goals. Instead of trying to explain different ad products over and over again, like the sponsored stories – get rid of them and/or integrate them in all ad products. For the Sponsored Stories, they will simply be integrated in all ad products, as Facebook knows that social context in ads does work well.

New Facebook Ad look

Two Facebook product changes deserve some more attention:

Facebook is closing down the Question feature and the Online Offers. Closing down the Question features doesn´t come as a big surprise, as it hasn´t been available for private profiles for a couple of months.

But when I first heard about the cancellation of the Facebook Offer product I got really confused. Reading again, I realized it is just the ONLINE Offer ad which goes away. Facebook explains that Facebook pages are anyway mostly using Page Post Links in order to promote a discount which people can claim online.

The Facebook Offer ad which allows Facebook Pages to create offers with discounts or product samples to be claimed in an offline store will still be available! For now at least.

The Online Facebook Offer will be no more:

Facebook Online Offer ad

This Facebook Offer Page Post stays:

Facebook Offer Page Post

Facebook Offer Page Post


Added 13th of June:

As reported by Facebook is also cancelling the ad product Facebook Sponsored Results in the beginning of July 2013.

Pinterest Profiles for Businesses

15 Nov

This will make a lot of companies happy: Pinterest is providing profiles for businesses!

As always on Pinterest, things are easy to understand and quick to accomplish. For the Pinterest user, the business profile looks very much like the private profile.

The only thing I haven´t found yet is how to connect the existing Facebook Page to the Pinterest profile and it doesn´t let me choose Swedish as the profile´s language. Feels like there might be a chance that both things could work soon.

Nice work, Pinterest!

Pinterest company profile

Oh, How Pinteresting!, New Tools for Businesses in the Pinterest Community.

1 billion people using Facebook

4 Oct

Congratulations Facebook!
Today Mark Zuckerberg announced that Facebook has reached 1,000,000,000 active monthly Facebook users. What a truly historic moment on the 4th of October 2012; what a crazy number for a social platform:


Who would have thought that back in 2004 when Facebook reached 1 million members?!

Interview with Mark Zuckerberg at TechCrunch

12 Sep

Watch the first interview with Mark Zuckerberg after Facebook´s IPO. Mark is talking about the huge importance of mobile and the open graph. He says there will be no Facebook phone (thank you, Mark) and he admits that search has potential and that Facebook has not really done much there yet. Personally, I think it is still hard to find brand pages or apps via Facebook´s search, so I am often using Google search with the keywords “brand name Facebook” in order to find Facebook pages which kind of zucks 😉

You can watch the full interview with Mark at TechCrunch September 2012 here at Ustream:

Social media cartoon by marketoonist – Love it!

20 Aug

I was laughing tears… You can find the original image on

Thank you Marketoonist for allowing blogs to share this awesome content!

Reach vs Engagement in social media

19 Jul

These days there is a lot of discussion around fan engagement on Facebook pages, how to increase engagement and how to measure engagement.

From a viral perspective, some kind of engagement is needed; for example a comment, a share, a like or a post. When people engage, social media platforms create stories which are then visible to these people´s friends. That´s where it is getting viral and what defines it as “earned media”. More engagement even helps a post to get more visibility in people´s news feeds when they become part of the  “Top Stories”.

Now we all know that people are lazy and rather consume than create, in other words rather read news than writing them or engaging with it. I have just read that as a rule of thumb, only 1 % of all users create new content, 9 % modify existing content, and 90 percent consume existing content. (Source: McKinsey, “Turning Buzz into Gold”). If that is true for all all groups, then isn´t engagement over-rated and partly artificial, in forcing people to engage instead of simply presenting them inspiring or interesting content?  I am wondering if the increased amount of Facebook posts, which are primarily created to get shares and likes, really delivers interesting content for all the passive readers?

On the other hand, a study provided by Tomorrow Focus media in Germany says that almost 67% of people who follow a company read its posts and 30% share experiences they have had with that company on the companies page (I guess with companies page it means company´s Facebook page; but it is anyway a general number for all social media, not only Facebook).

to be continued


Study: Social media usage in Germany

18 Jul

Here is an interesting study “Social media effects 2012” provided by Tomorrow focus, about the social media usage in Germany (the study is in German). You can find it on slideshare:

Come on, my German family, fellows and friends: Where are you? I am dying to see you on Facebook! has also covered it and the article is in English:

social media usage in Gemany 2012

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