SIME fortsatte och avslutades på samma spännande sätt som det börjat (se Martin Deinoff på Creuna som förklarar hur många val vi har).
Se nedan vår utsände Heidi Harmans intryck av Anna Settman, Aftonbladet, Michael Dwan, Microsoft och Carl Henrik Borg, Hemnet från denna internationella konferens (in English):
Reshape Media,Â Anna Settman, CEO Aftonbladet
Sweden’s beloved thought leader Anna Settman, CEO of Aftonbladet gave a short take of how to survive a dying media scene for newspapers. It’s about being driven and wanting to find better ways, like for example when developing our iPad application, we will charge for that, its not possible for us to give content away for free.
- Charge for content.
- Measure, both print and digital
It is all about trying and finding cleverer ways, testing new ways and then measuring, to see the real effect. You have to be brave.
Michael Dwan, Global Director of Creative solutions for Microsoft Advertising
Michael Dwan has dedicated the pased years on developing what has becom the x-box kinect, Microsofts new x-box that allows users to interact thru a camera, that seses your movement. Welcome yoga-training and dance class for the ones who prefer privacy, and start imaginening what can be done with the technology. That what Michael invited the users to.
”We see consumer behaviour influencing the enterprise”, says Michael Dwan, Global Director of Creative solutions for Microsoft Advertising, while talking about the new x-box kinect.
”Its not only a technological development its a cultural change”, Michael continues. ”We have also been working on user engagement, and a clear social media a strategy. Include whatever channel (Youtube, Facebook etc) when complementary to the experiance, when creating highly creative and rewarding user experiances.”
The Hemnet story – how Hemnet became a media destination, Carl Henrik Borg
Dagens Industri has Â 970 000 visitors per week,Â Svenska Dagbladet 989 000,Â SVT 1.3 million and Dagens Nyheter 1,5. Here is What Carl Henrik Borg from Hemnet had to say on stage.
Hemnet is Swedens biggest site for purchasing new homes, with 150 000 transactions take place every week, but we have almost 1,4 miljon users. Hemnet has become a media destination. People choose to look at new houses more than looking a movie on a weeknight. In 1998, in the days of Backstreetboys and a crashing economy, and even Hemnet looked bad those days, Carl Henrik Borg says, and smiles.
1999- 2007 the economy recovered, and real estate values more than doubled. Real estate rapidly became the best way to earn a buck for Swedes. Pop culture picked up on this, tv, interior decoration shows etc, became the most popular programs on tv. Earlier this year Swedens foremost comedians, Fredrik Lindstöm and Henrik Schyffert made the show ”Ljust och Fräscht” (Bright and Fresh). People go to house viewings just for the fun of it. 15 % of the swedish population use Hemnet everyweek, that brings 1,4 million people to the site!
Living a country ruled byÂ the unwritten law – the jantelagen. In sweden most people choose to follow the jante, we don’t want to be stick out. We don’t want to look rich, even if we have money. But we do looking at what the next family has in their home. Another large sucessfactor to the site is probably that we put a lot of Â expectations and hope into a new home – maybe that new home will make us a happier family, and he refers to Ph.DÂ Mikael Dahléns Nextopia book.
Buying a home should be easy to share, by Facebook, Twitter and whatever works. Our largest referer to he site is Facebook. We have made Hemnet social, and we know our users like being social, so we create the best possibilites for that. We also know that our users care,Â the last time we made a change, I received 17o tweets, and I answered all of them, and I made a little video of this. 200 000 people looked at the Hemnet Video on Youtube.
Thats how we became a media destination.
Every customer that comes in, is a potential journalist. Today anyone can write a story about you. Karin Larsson, Director Communications , Volvo Cars Sweden
You are what you say and do. Karin Larsson, Director Communications , Volvo Cars Sweden
So true concerning digital marketing and PR/communication ”if you’re good it will spread, if its not good, it shouldn’t spread” – Martin Deinoff -Â Creuna
Bilder: Heidi Harman, Berns/Blixten & Co