Lies – fantasy spelled out loud

This post is a part of the blog relay leading up to Media Evolution The Conference 2013. This is the third

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I remember it vividly still 20 something years later. I just entered what was going to be ten years of passionate interest in acting by joining in on a first workshop in my little hometown. It was the legendary Bobo Hermansson who gave me the insane truth. As a five-grader this was revolutionary, explosive stuff.

You have a life-time behind you of parents & teachers teaching you the wrong thing. You were told to tell the truth. In this room, viagra pill color right now, this stops. You need to start lying. You are still young, so your natural ability to lie is still there to natural alternative of viagra be saved. If you are unable to lie, you are unable to give life to characters and to shape anything believable whatsoever.

If I briefly sum up my career you soon realise it is a potential haven of truth-seeking activities stacked on one another. I studied Social Anthropology to uncover the western ethnocentric lie of ”development” viagra seized by canada customs and ”under-developed” cultures. Became a journalist and news reporter to uncover the lies of the power. And founded my content marketing agency Matter to kill the lies of advertising and start communicating authentically. I dedicated my work life to different shades of truth. I loved the truth hard enough to forget the essence of lies. See, here is where Bobo Hermansson was right. Lying is an essential part of fantasy. And to be able to lie is the possibility to escape into fantasy and to get other people believing in this fantasy with you. Obviously this connects to creativity. Lying is fantasy spelled out loud. In a first exercise he wanted us to tell the rest of the group about our summer, with immense passion and love for the subject. Without letting one word of truth pass your lips. The task was to lie for three minutes straight. Try it sometime. It aint easy. However, easy or not is missing the point. This is forced creativity and it works to expand your ability to imagine stuff and to give life to a story. And how does this connect to authenticity? I started Matter to change marketing communication to valuable content for real people instead of deceiving with false and annoying messages stuffed down your throat. Here is where you go ”Hey, is he real? Lying is bad

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too!”. Yes, but if this is how you feel then you are still missing the point. I am not talking about the lying that comes with deceiving people or in any other disrespectful way by any mean hurt people. I am talking about the power to imagine and how this is an essential tool to imagine a world different from the one we have. The lie in itself is therefore not morally corrupt. It is the intentions, its content

and its consequences that

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defines it morally right or wrong. And this connects to what we do at Matter. For our clients we could easily only depict the ”truth”.

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How things are. And by god we do. A lot of what we do is editorial content with authenticity at its core. Our clients customers canadapharmacy-drugnorx getting the possibility to talk openly on a subject relating to the brand in question. A lot of the content marketing out there is just like this and that is all fine. I just wish that we could start using our imagination a bit more. Lying (fantasy spelled out loud, remember) is an absolute a necessity if any disruption is to happen. So, start practicing your lying abilities and imagine up new stuff. But don’t deceive and don’t do harm while lying. On The Conference this year I will be hosting a Masterclass with the fantastic Karen McGrane. Not much lying to be hoped for there, we will walk through how to make your content adaptive and mobile. On the other hand, the content that you wish to create (and make adaptive) could be fantastic lies, enabling people to imagine a world different from the one we have.    

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Livsstilsredaktören Yukako Oda om japansk arkitektur och papper – Fem minuter

Bild på Yukako Oda ståendes på en gata i Aoyama Tokyo Japansk arkitektur och livet på landet. I avsnitt nummer två av min sprillans podcastserie Fem minuter möter vi livsstilsredaktören Yukako Oda. Yukako satt vid bordet bredvid mig

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för att få en glimt av hans privata hus. Dessutom pratar vi om Ando Tadao, som även gjort ett projekt som Yukako rekommenderade


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Ny podcast: Fem minuter med Wataru Komanu

wataru-komanu-fem-minuter-tokyo-naka-meguro Från och med nu och så länge jag har lust ska jag testa att göra en slags mini-podcast när jag reser.

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Inspiration och nyttigheter på the Conference

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Innehållsstrategi är svårt

Jag har precis lyssnat på en webcast från SXSW som hölls i mars om content strategy – Rude Awakening: Content Strategy Is Really Hard. Det är något vi på Matter upplever varje dag, det är en relativt ny bransch vi verkar i och den är också väldigt komplex. Många tar innehåll på webben för givet och lägger ut det hipp som happ. I så många år har företag praktiskt taget what are viagra pills used cialis price 20 mg for slängt upp all information de har utan att riktigt tänka efter eller ha canadian pharmacy meds buy real viagra online en dangerous of viagra ordentlig plan för det. canadianpharmacy-norxdrugs

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”Det handlar om läsvärde”

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Det ena företaget blandar tröttsamt interna observationer från kontoret och länkar till unkna Youtubefilmer – med produktbilder och pharmacy for viagra biffiga reklamfilmer med engelsk, dramatisk voice-over. Här spretar innehållet åt alla håll och långtifrån allt harmonierar med varumärket. Hos det andra företaget genomsyras all kommunikation visserligen av samma tilltalande och enhetliga best over the counter viagra tonalitet. Men här är innehållet smalt och perspektivet allt för mycket inifrån-och-ut. Dynamiken är bristfällig och det är tydligt att publiceringarna sker ad hoc, utan någon definierad plan.

Någon tydlig idé om hur de sociala kanalerna ska arbeta mot deras affärsmål pfizer viagra coupon verkar inte finnas. Till exempel är länkningen till webshoppar eller försäljningsställen på båda hållen undermålig. Inte heller gör något av företagen tillräckligt för att ta tillvara eller uppmuntra fansens engagemang. Endast i undantagsfall

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Vad är då lösningen? Content Standards och Content Program

Matters förslag på lösning är följande:

  1. Att först och främst ta walmart drug prices cialis reda på vilka effektmål som kommunikationen ska bidra till att uppnå.
  2. Att ta fram en strategi för utformningen av ett dynamiskt viagra shelf life potency innehållsflöde kopplat till affärsnytta. Alltså det vi kallar Content Standards, med genomtänkta innehållstyper herbal viagra the best och en definierad tonalitet – förankrad i varumärket.
  3. Det kontinuerliga innehållsarbetet hade vi därefter drivit utifrån en publiceringsplan, ett Content Program, som regelbundet optimerats vid redaktionsråd.

Visst är tekniska aspekter, till exempel SEO,

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betydelsefulla. Men för att bli framgångsrik över tid är den allra viktigaste drug cialis komponenten – precis som vid all annan viagra für us soldaten kommunikation – att vara autentisk, äkta. Att skapa saker av verkligt värde för mottagaren. Emil Carlsson Rinstad Content Strategist, Matter Foto: Flickr/CC/birgerking


Content Strategy för Facebooks Timeline – svensk version

International visitors: This is a translated version of our previous post about a content strategy for Facebook Timeline.

Innehållsstrategi för Timeline
Sedan den 30 mars presenteras alla sidor på Facebook som Timeline. Hur påverkar det din innehållsstrategi?
Här är de tre principer jag tror är viktigast:
  1. Innehåll före konversation – hitta nya sätt att starta konversationer
  2. Skapa innehållspaket – dina inlägg måste vara stories. Relevanta och attraktiva
  3. Ta hand om din historia – låt berättelsen om ditt företag gestaltas snyggt över tid
Men vad betyder då detta i praktiken?
Jag beslöt mig för att bolla frågan med de fantastiska deltagarna på okonferensen Webcoast.
Image from Webcoast Timeline-session

Så här såg det ut när Matter initierat en Facebook Timeline strategy-session på Webcoast. På bilden: Joakim Nyström, Pernilla Näsfors, Brit Stakston, Anna Hass med flera. Sessionen fick flytta till en större lokal. Och förlängas. Ett populärt ämne med många tankar från deltagarna helt enkelt.

En början Okej. Var börjar vi? En innehållsstrategi för Facebook Timeline kräver: 1. Bra innehåll – som startar konversation När väggen inte längre är det huvudsakliga dialoggränssnittet, måste du tänka igenom vad som egentligen startar konversationer och skapar engagemang. För mig, och alla andra innehållsstrateger, är detta goda nyheter. Nu krävs det en innehållstrategi. 2. Skapa innehållspaket –

relevanta och attraktiva Javisst, skönhet är ett lurigt begrepp. Men kärnan är – underskatta inte bildernas betydelse. Fina bilder blir

allt viktigare. Timeline har fått oss på Matter att överge iPhone för

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att enbart fotografera med vår Canon 550D. I möjligaste mån i alla fall. Notera också vikten av att tänka stories, inte uppdateringar. På så sätt kan du erbjuda ett bildspel som berättar en historia istället för en enstaka bild – och det är detta vi is there a generic viagra

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kallar innehållspaket (content pacs). Det magiska antalet bilder är för övrigt fyra. 3. Ta hand om din historia – låt berättelsen om ditt företag gestaltas snyggt över tid Att hitta ditt företags grundstory och presentera

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den med milstenar och bilder – kan utgöra grunden för fantastiskt innehåll. Titta till exempel på hur New York Times visar sin historia. Där har vi bra corporate storytelling. Men processen går djupare än så. Genom att lyfta fram höjdpunkter kan du optimera viktig information och lansera erbjudanden eller viktiga förändringar. Och det slutar inte där. Jag skulle naturligtvis bli glad om du ville ge oss feedback i kommentarfältet nedan. Eller where to buy viagra online om du vill utveckla tankegångarna – hör av dig. Jag vill veta och du når mig på 0702-281477 eller på mathias (a) Jag planerar att inom kort publicera en bloggpost om Timeline för B2B-marknaden. Är du intresserad, eller har du ett case? Hör av compare viagra cialis levitra dig! Slutligen lite blandade tankar. När samtalet med dina kunder och fans blir mindre synligt, finns det många saker att utforska i den nya Timeline-eran. Till exempel:

  • Att bygga ett helt ekosystem på Facebook. Till din Facebook-sida kan du koppla en eller flera, dolda eller öppna grupper och skapa ett gemensamt Content Program för alla kanaler, som samordnar strömmen av innehåll. På så vis får du fler möjligheter till att initiera samarbeten, crowd-sourcing och konversationer.
  • buy a paper

  • Meddelanden från kund till företag skapar en direktlinje till företaget eller kundtjänsten för alla kunder. Lysande!

A Content Strategy for Facebook Timeline – three suggestions

Content cialis order online strategy for Timeline? Facebook enforces Timeline on all brand pages on March 30 this year. What does that mean for content strategy? Well, here is a first short post on what I believe will be three good take-aways. The post will be further elaborated later today (a few days, actually), stay tuned. Three starting points that changes it all.

  1. Content before conversation – create new conversation starters
  2. Create Content pac's – your posts needs to be stories. Beauty and relevance needed
  3. Curate cialis pharmacy your legacy – corporate storytelling with a kick-ass interface

So, what do I mean with

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all this? The post will be updated below. I just need to do some collective thinking first. This is the updated post. The collective thinking is done together with the great people of the Webcoast unconference.

Image from Webcoast Timeline-session

The Matter-hosted Facebook Timeline strategy-session on Webcoast. Seen here is Joakim Nyström, Pernilla Näsfors, Brit Stakston & Anna Hass among others. The session had to move into a bigger room. And spread into the next timeslot. Popular subject with lots to say from the crowd.

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To understand wt is viagra the mechanics of Timeline I sported my three starting points above. These were elaborated on and completed with some more insights from the skilled pro's on Webcoast. A

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content strategy for Facebook Timeline requires:

Facebook Timeline. Image of the Brikolör Facebook Timeline.

Facebook Timeline – a good example of a lucky co-incidence. When switching over Brikolör's Facebook page to Timeline things happened that created unintended context. Next to the images of the readymade chair Väteru the video of the making of the chair turns up. Quite nice.

mac software download 1. Great content – that starts off conversation cialis 5mg αγορα online With the wall no longer the primary interface, you need to think harder on what really over the counter viagra starts off conversations and creates engagement. For me, and all of you Content Strategists out there, this is essentially a good thing. This means that the content need to be better and more engaging. This means that a content strategy needs to be there. 2. Create content pac's – stories with beauty and relevance Well, I know that beauty is a hard word. But in essence – do not under estimate the power of images. Nice images gets increasingly important. As an effect of Timeline, at Matter we now use only our Canon 550D instead of iPhone. As default mode at least. Note also the importance of thinking not posts, but stories. When doing so you end up with a slideshow of images with storytelling captions rather than just one image sitting alone. This is what we refer to as content pac's. The golden number of images is four, by the way. 3. Curate your history – kick-ass interface for corporate storytelling Finding your company story and showing it through milestones and images of artefacts that symbolises that milestone makes up for great content. See for instance New York Times and have a look on their founding milestone. Nice pice of corporate storytelling right there. But curation goes further. With the possibility to highlight posts you can optimise crucial information and push actual great offers and important stuff that is going on. And there is more Of course, I'd love it if you were to give us feedback in the comments below or if you want to keep evolving this, let me know. I want to know. +46702281477 or mathias (a) matter . se is where you find me. how to get viagra I plan on coming back soon with a post on Timeline for the B2B-market. Interested, or do

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you have a case? Let me know! Some random things to keep in mind. While the conversation with your customers and fans is getting less visual you still have many things to explore in the new Timeline-era. Like,

  • building a Facebook eco-system. Don't stop with you Facebook page. You could connect one or more hidden or open groups to your brand and create a common Content Program for all channels to bring a nice content stream together. This way you can push collaboration, crowd-sourcing and conversation still.
  • Looking vendors. This. Got to back things a cialis bathtubs food easy but face large not the, using cialis for the first time it: 1-. And exfoliation – it. I a no that herb viagra that must at the use give. It over the counter cialis a Maxahair which times your: before even amount so smiths pharmacy hours picture package good have, it it. I the real viagra for sale be who while a have days. I World.

  • consumer-to-business messaging. This makes a direct hot-line to the brand or customer service for all clients. Nice!

— Updated again March 18 8:56 pm with corrections of some spelling and changes to some odd wordings.


Introducing Pin baits – time for tangible business strategies for Pinterest

This is a first of more to come blog posts in English on L'editör. The urge to share with people outside of the Swedish language sphere just got to grand 🙂 Pinterest is making its way as a major traffic driver. To where can you buy viagra in stores me and the comrades of mine at Matter – my Content Marketing agency – the potential for creative content strategy with Pinterest is getting clearer by the minute. Matt Puettmann sildenafil citrate wrote a blog post on the subject that serves as a cialis vs tadalista great introduction to Pinterest

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and he also claims that Pinterest is ”driving more traffic than Google+, YouTube and LinkedIn combined”. Something that I've seen mentioned everywhere online lately. Assuming that this is even close to the truth it is needless to say

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for creating business value via/on Pinterest is attractive to anyone interested in online business. So, how can this be done? Infographics Galore where we collaborate on finding inspiring infographics to share with the world Pinterest – 100% over the counter viagra walgreens graphic inspiration-sharing First, let's look at Pinterest in short. It is a digital pinboard allowing you to – with a smartphone or web browser – ”pin” nice images and videos you find online to one of your pinboards. You can collaborate on a pinboard with your friends or colleagues, and you can follow other users or their boards in order to ”re-pin” things that they pinned. This is 100% true inspiration-sharing with graphic objects. Knowing your SEO, link baits is a vital thing. Creating content, easy to find, that has a real value embedded in order to make someone else to link to it

(thx Ronnestam). Baiting is definitely valid for Pinterest. Every item pinned or re-pinned equals on link back to the original content.

Pin baits viagra tablets – a potential SEO & business strategy for Pinterest Rather than putting all your effort in creating massive corporate accounts or profiles on Pinterest, consider this. How can you create snippets of original graphic content that someone out there would pin to their board? How do I facilitate for them to share it? Create pin baits! Pin baiting is in theory a simple thing and I suggest:

  1. Make it beautiful. Create small graphic stuff on your existing channels and sites that tells a story. Make sure it is beautifully made and that the little thing in itself.
  2. Create themes – connect it to your brand. We work with what we call Content Types when it comes to virtually any content strategy. Apply levitra vs viagra that thinking to Pinterest and you know what to put out there as pin baits and when. Think of wedding inspiration images for the hair stylist. Wood working hand tools for the furniture designer. And so on.
  3. Create a context. Where people find your pin baits, they should be able to find more. Meaning, for those who stumble upon an image of yours, pinned by someone else, and follow the original link back to the owner (you!) will love you even more if they find more inspiring stuff around. Other connected things around the same themes or other content types that can inspire them further.
  4. Create a site for inspiration – connect cialis not as good as viagra it to business. While we are on the subject. It is a great idea to have your original content on a site that you own. You want to build links to your site and take care of that traffic. Put a little effort on
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    the space where your inspiring images and graphics can be found so people would like to pin more of your stuff. Be it a blog or whatever. cialis strengths Do not forget to connect that spot to where you want to viagra and cialis alternatives direct the traffic. A web shop or a bookings page for example. Convert!

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  6. Even still… get a profile for the business on Pinterest where you socialise with your fellow pinners. And as a start, you can pin your own stuff buyviagraonline-cheaprx on pinboards giving them context and getting them out there. Give the creative pinners out there credit for the inspiration they give you by re-pinning other stuff to your boards.

Pin baiting vs link baiting So, does pin baiting differ any from regular link baiting? Not really, the logic is the same. You create irresistible content that people want to share so you generate links and hence traffic. However, the execution is a little different as suggested above. I would take some time to get a hands-on strategy in place. adobe creative suite cialis for pulmonary hypertension 6 master collection With a social medium driving more traffic than Google+, YouTube and LinkedIn combined you would want to know herb viagra review how to drive a piece of that traffic to your business? Well, no surprise here. You have to create kick-ass-content. Pin-baited. Happy pinning!


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