A Blog About Everything That Makes The Truth Worth Sharing – Founder and CEO of Honesty Stockholm
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There are certainly drawbacks with the Swedish winter, but walking to Grand Hotel from Södermalm at 07.15 am for a meeting is not one of them. Beautiful. (Click for a larger image).
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After a hard night out on the town me and my beautiful (albeit occasionally hot tempered) girlfriend Katja went out for a cozy Valentine’s day walk on Södermalm. We started out with pizza (hey, we were out until 6 in the morning last night, give us a break), and went on to pick up a couple of semlor (if you ever go to Sweden, make sure you grab a semla!).
But as we walk past the bakery, we see this huge commotion on the other side of the street. There are policemen, police cordons, a police car and an army of aliens. Yes aliens! Wearing strange but awesomely put together outfits with bows in the hair, bright colors, and extremely advanced fingernails and make up. WTF?
As we get closer we realize that they are also quite small – about the size of 9-12 year old humanoids.
We work up our courage to walk into the rowdy crowd and find out what’s going on.
It turns out that the aliens are not aliens at all, but fans of the seventeen year old blogger Foki, who is visiting the jewelry shop Cocoo to meet her readers and sign autographs for Valentine’s day. Awesome!
Stay tuned!
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Last week I wrote about how Forsman & Bodenfors don’t understand how the internet works. In absolute terms, the description was fair, but in relative terms, they are not worse than most of the advertising business. Yesterday we got another painfull piece of evidence to that effect.
I’m talking about the brand new website of Lowe Brindfors. But to discuss the site we need to separate two things: Design and communications efficiency.
It’s a matter of taste of course, but I think this page is very well designed from a print designers point of view. It’s excellent print design, but awful interactive design. Because it is not interactive. It’s like designing a very pretty car with only passenger seats. And just like such a beautiful but useless car, this site belongs in a museum. Which leads me into point 2:
This thing is a very pretty printed catalogue in digital format. It’s what websites were in the late 90’s. The entire thing is a big Flash-page, with text that you cannot copy, films you cannot share, posters that you can download as PDFs (!) but not share with anyone, and invisible coworkers that you can only reach via email or telephone. No wonder they have this disclaimer on the site:
Apparently they think that the elusive internet out there is about technology and gadgets, which couldn’t be further from the truth. Because really, these new technologies are VEHICLES of ideas. Nothing else. But the ideas have to be made for a world of transparency, not to fill expensive media plans. And for you to come up with such ideas, you have to know how this transparent world functions.
Search and SEO is ONE important aspect to understand in order to get people “to spend time with the brand” (to use Lowe Brindfors’ own terminology), and this is what the brand new Lowe Brindfors site looks like to Google:
According to Google, what’s most interesting about the new Lowe Brindfors site seems to be their webmail (!), followed by pages from their old site, and a PDF press-release from August 2008.
Disclaiming your way out of obvious lack of knowledge about the psychology and behavior on the internet with something general like a “Hey, boy slow it down”-disclaimer becomes embarrassing when confronted with clients who know the internet – something that becomes more and more common every day thanks to knowledgeable rebels and speakers on the topic like Johan Ronnestam, Simon Sundén, and Björn Alberts, just to name a few. [Edit: + Jesper Åström]
Things don’t improve when I read what Peter Willebrand our Swedish ad-business press Resumé has to say about the new site:
“Resume.se thankfully notes that the trend is the same as in other digital communication: simpler, faster, and more head on”.
This statement is very general, and also wrong. The site isn’t fast. It’s a heavy Flash film with a loader from hell. The trend of the internet is not “simpler, faster, and more head on”. The trend, or rather the permanent shift, is to social participation in dynamically coordinated institution-less groups, which means that a site needs to support that behavior. You need to love people, not just say you love them. The new thing about the internet is not that people can now talk back to you, it is that everybody can talk to everybody and coordinate discussions and topics without necessarily involving you. If anything, this is more complex, not simpler. Grasping the entire strategy for this more complex system requires a more diverse skill set ranging from behavioral psychology to technology.
The bottom line is that you can have the prettiest house in the world, but to make friends, you have to meet them. Or else you’ll end up being very lonely.
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If they only knew what a great idea they really had! Forsman & Bodenfors just came up with a new site for Svenska Kyrkan (The Church of Sweden) where you can submit your prayer to the site. The prayer is then keyworded on the site so that you can find other prayers on the same topic.
What makes this idea so great is that it suddenly makes The Church of Sweden relevant for a vast number of current topics like swine flu or economic crisis. Just like the church is relevant across a broad spectrum of topics in real life, it becomes equally relevant online. It also produces thousands of pages with relevant cross links. Brilliant.
Unfortunately this is also where the brilliance ends and it becomes apparent that Forsman & Bodenfors haven’t understood what a great idea they really had. Why is that? Well – much of the power of this idea, say a potential 20-50% of visits to the site, comes from the fact that the church becomes a relevant hit on Google for so many different topics. Or would have become just that, if they would have been at all visible to Google. And they aren’t, simply because F&B don’t know Google. Forsman & Bodenfors have chosen Flash as their technology for this campaign, which in it’s standard form isn’t indexable by Google. And they haven’t done any of the standard workarounds to make it so. To Google, this looks like thousands of identical and uninteresting pages with different names. Google looks at it, scratches it’s head, and throws all of them in the garbage without indexing anything. Let alone indexing on a wide variety of topics.
You can see above what the site looks like. You can see the selected prayer in the middle with keywords in different colors and the share buttons. Pretty, but utterly useless from a Google perspective. Because if you take a look at how Google sees http://svenskakyrkan.se/be, this is what Google sees:
Google sees three pages instead of the potential thousands. One containing the main page containing the Flash file, the Flash file itself described with this beautiful text: “txt Header instructions txt1 txt2 txt3 txt4 Header instructions txt Header instructions txt txt Lorem ipsum. Lorem ipsum dolor sit amet, …”, and the fail page “the prayer doesn’t exist”.
In plain English this is a complete failure, and an awesome display of the problem most agencies are facing – they are smart, but they live in the past.
Besides the Google perspective, there is also the perspective of user behavior. Users want intuitive interaction. It is not intuitive to use an embed-code to embed text. For video, there is a purpose for the embed code, but for text? No. People naturally want to be able to copy and paste the text directly, preferably with links and colors and everything. That way we also get relevant links all over the web linking back to the Church of Sweden site on relevant topics. THAT would have been brilliant.
Conclusion – This is really an excellent idea, but the excellence is there by mistake, and is not taken advantage of at all simply because of lacking knowledge of basic SEO. It’s really sad. Especially since it would have been so easy to solve by using DHTML or even underlying indexable content.
One thing puzzled me though. How could something like this receive thousands of entries? Truly a mystery. At least until I switched on the television in my hotel room and saw television commercials for the internet campaign! Advertising for… advertising! What on earth?! To get traffic to the site you try to buy this traffic with television dollars?! A site like this one should get at least 20-50% of its traffic via search, which would have been free, self regenerating, and incredibly easy to achieve.
Suggestion – (Hi friends at F&B, I know you’re reading this and you know I love you, but I HAD to write this, since it’s such a great example to learn from. Please accept my free advice here as a return favor).
What if you would have used existing and established services such as Facebook status updates and Twitter posts (#whatever) to complement your web interface as a way to input prayers? And an email adress (spam filtered of course) and an SMS-service (free of course)[edit: they have SMS-input]? What if your output of the prayers would have been much more flexible, mashable, widgetized and projected at the churches of Stockholm? Or whatever. Make it bigger. Give it presence.
But more than anything – learn SEO. Optimize that thing! Optimize it! Because really, what you came up with, apparently without realizing it, was a really good idea! You have great brains! But by implementing it the way you did, you created a bomb without a fuse.
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For some reason, this image comes to mind. 
Yeah, we're down with social media.
[Edit: Article about the site in Swedish: ]
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Microsoft delivered today. There were two excellent talks, the first one being by Nick Bailey of AKQA. It was a fairly traditional presentation of some very good work. Fiat’s Eco Drive, an in-car-USB-powered Nike+ for cars. Cool. Though I think that it would have been even cooler with an industry-wide call to action where Fiat could have become an environmental industry leader all of a sudden. Still cool though.
AKQA seem to have a fairly extreme “big head” perspective, rather than a “long tail”-one however. That sounds sketchy in my ears.
Then something happened. Naoki Iko came on stage. Naoki is the creative director of GT Tokyo, and a wonder of calm appearence, and apparently of creative genious. His entire talk is in English, even though he doesn’t speak the language (!). In the unprepared interview and debate afterwards, he has an interpreter. Impressive.
His entire presentation is fantastic. He shows very cool cases like The Uniqlo March, which is absolutely beautiful in concept and execution.
He also shows the Love Distance campaign for the condom brand Sagami Originals. Very complete, and very impressive work. I recommend doing a Google search on it for the complete story. I highly recommend it actually. If you don’t believe me, watch this:
All in all, Iko was the pinnacle of this weeks seminars.
In the debate afterwards he drops a line that should be framed and put on the wall of every agency and every marketing department:
“When we become quiet we start to think – what is the other person thinking”.
Amen.
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I really like the new Fashion Tale Magazine. Beautiful photography, interesting models, superb fashion sense all around.
They also have the entire thing on the web for your browsing pleasure.
Beautiful work, and hats of to Creative Director Carl Wahlström and Art Director Hanna Hedman. (I capitalized their titles on purpose).
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No! I would say nude is NOT lewd! Check out Terry Richardsson’s S/S08 campaign for Tom Ford for example. Completely super-nude (even hairless nude) and still super-cool, super-classy, and super-beautiful.
Compare that to the stereotypical “men’s magazine”, even the ones that are completely non-nude and see the difference. The classlessness is NOT in the nudity, but in the attitude.
And has this puppy gone viral? You betcha! Magazine’s refusing to print the ads are better publicity than anything else.
Also, don’t let the pic I chose for this post fool you (I didn’t dare post the more outrageous ones), the men in the other pics are as nude as the women.
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After watching the game and being treated to a great dinner with the stars of Forsman & Bodenfors (thanks!), the night turned in a whole new direction.
The fun, but oh so dangerous Bâoli was our next destination. Johan from Ruth and this wickedly beautiful planner from SWE were all over the place.
And she ended up stealing my hat. Bummer.
The other Johan from Ruth (they’re all Johan at Ruth), me (now hatless) and Adam of Saatchi&Saatchi were trying to look our best.
Next stop Martinez where production managers from Jung von Matt and Forsman & Bodenfors were holding court.
And Peter Westling of Garbergs of course.
Me and Christian Olsson from Hyper Island (whom I love thank you very much) stole a Gold Lion to get a feel for it. It felt pretty good (notice also that I got my hat back). First time I met Christian was at a very late, very strange, Chinese maffia type underground night club in Los Angeles. Very strange place, very strange night. I’ll tell you more about that another time.
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