Introducing the world’s smallest full-service agency.
This week I officially launched a new company together with Jesper Schmidt, former creative director at DDB and Wibroe, Duckert & Partners.
The name of the company? It’s very simple: Wichmann/Schmidt (website here). We figured that in this industry it’s all about relationships, and over time the platforms and strategies are bound to change anyway. So why not stick to what will not change? Continue reading “New venture: Launching Wichmann/Schmidt, a creative agency that connects the dots”
What role do companies play, if people get what they need from each other?
The collaborative economy is on the rise. It’s the third phase of social: First came social media where the media landscape was democratised as people started sharing and creating media; then came social business where businesses started using social technologies across the enterprise; and thirdly came the collaborative economy which is about sharing and creating physical goods and services.
You know it from the likes of Airbnb, Uber and Kickstarter.
Continue reading “The collaborative economy is growing – now includes healthcare, logistics, corporate, utilities, municipal and learning.”
In September, Guitar Center took home three top awards for their YouTube channel at CMI’s Content Marketing Awards 2014. I talked to them to learn how they did it.
“I was pretty much afraid of everything. Afraid of the world, afraid of speaking – a really, really shy kid. And music was a way to speak. As simple as that.”
These words belong to Metallica’s James Hetfield, from the opening lines of Guitar Center’s most popular video on their YouTube channel.
The video does what many other corporate videos fail to do: It opens on an emotion soon followed by a promise to the viewer. Also, there’s a main character who’s got something at stake and is not trying to hide it.
Whoever edited this sure knows the key elements of storytelling. Continue reading “Why brands need to stop talking about themselves. And other content marketing lessons from Guitar Center.”
Ever since Ed and I launched Orca Social earlier this year we’ve been asked the same questions again and again. So I figure it makes sense to answer these questions in a FAQ style blog post (BTW: for some odd reason I love FAQs). Here it goes.
1. Why focus only on large B2Bs?
In our opinion, B2Bs have much more to gain from jumping on the social media bandwagon than B2Cs. Through social media, B2Bs can reach out and develop relationships with audiences (both customers and end users) who they’ve never been in contact with before.
Continue reading ““What is the true value of being a social business?” and other strikingly relevant questions answered.”
You might call it plagiarism. And to some extent, it really is. I just find – not least after reading this article by Alexis C. Madrigal in The Atlantic – that what @HistoryInPics is doing is really, really interesting.
Continue reading “Sharing Breathtaking Photos of Ships: Here’s Why I Just Launched @ShipsInPics on Twitter”
I never understood social media marketing. To my best understanding, social media has never been about marketing. It has always been about communication. In essence, what happened 10 years ago with Facebook, MySpace and other social networks was that companies got sidelined as part of the web became social.
Up until that point companies were largely capable of pushing marketing messages to consumers where they wanted to and how they wanted to. Continue reading “Social Media Marketing Has Always Been Dead”
“Two newlyweds spend their honeymoon in a rented loft instead of a chain hotel. A first-time mom rents a stranger’s truck in her neighborhood to pick up a baby crib. An entrepreneur
taps the crowd to fund a new product on kickstarter rather than seek traditional investors.”
Ever since Jeremiah Owyang took the stage at LeWeb 2013 and presented his and Altimeter Group’s research and report on the collaborative economy I’ve been convinced: The collaborative economy will be one of the next big things. Jeremiah’s impressive keynote back then made clear that this is a new business model that will upset most industries in the years to come.
How’s that? Well, we’ve already seen some strong examples of the collaborative economy in action (Airbnb, Uber, TaskRabbit etc.), and the VCs are backing it up. Continue reading “Sharing is the New Buying: New report offers insights into the collaborative economy”
Earlier this week, we (Ed Major and I) launched a new company called Orca Social as we see a need for large B2B companies to make better use of social technologies. Visit the website here.
The key for B2B companies is to learn to do social from within. The alternative is grim: If they engage external resources it becomes costly, slow and inauthentic. And, even more important, they miss out on the chance to break the silos and nurture a culture on which you can scale the social efforts to include e.g. social selling, social media customer service, social listening, internal collaboration etc. Continue reading “Introducing Orca Social, a member-based social media consultancy”
The logistics business is not easy on the startups. It’s regulated. It’s hardware-driven (ships, rail, trucks, air). And there’s a reluctancy among the big players to change their business models.
In short: 1) the whole logistics business is still living in the past, both technology- and mindset-wise; 2) it’s a very difficult arena to enter for startups; 3) once a few startups hit the nail on its head it’s likely to cause a massive disruption in this space.
Therefore, I’ve just created a list with the most promising logistics startups. One or more of the startups on the list might just end up making a huge difference.
Among others, Tom Stitt (also featured via Staxxon) and Jeremiah Owyang (Crowd Companies) have been very helpful in compiling the list.
On 30 September 2013, I left Maersk Line after exactly two years at the Headquarters in Copenhagen. In 2011, I was brought in from the agency side with the primary aim to get Maersk Line started on social media.
The project appealed to me right from the beginning. Not only is Maersk by far the biggest company in Denmark (almost 20% of Denmark’s GDP). It’s also surrounded by myths about life behind the ever-closed bluish windows in the infamous “Building with the blue eyes” in Copenhagen. Continue reading “An open letter to the shipping industry: Don’t underestimate the power of social and sharing”