These are the most valuable brands in Sweden

IKEA today opens up its first India store in Hyderabad City. The Swedish furniture retail giant continues to be ranked the most valuable Swedish brand according to an annual survey by the brand valuation and strategy consultancy Brand Finance. In a new report listing the top 50 brands in Sweden, IKEA holds the number 1 position in terms of brand value, followed by H&M and Nordea.

“IKEA’s brand value dropped 5% over the last year to SEK197.1 billion, as the brand faces many of the same issues as other conventional retailers, especially increasing global competition from online-only sellers and digital home-improvement offerings.”

The top 10 list remains intact from 2017 but there are significant changes in value among the leading brands. For example, Nordea is the only brand among the top 6 that actually sees an increase in value, up 7% according to the metrics used in the report.

Top 10 most valuable Swedish brands:

  1. IKEA (-5%)
  2. H&M (-7%)
  3. Nordea (+7%)
  4. Ericsson (-15%)
  5. Telia Company (-12%)
  6. Volvo (-7%)
  7. Swedbank (+7%)
  8. Handelsbanken (+3%)
  9. SEB (+6%)
  10. Skanska (+7%)

Among the losers on the list is for example forestry and paper giant SCA which drops from number 18 to 38, with an estimated drop in brand value of 86%. The highest new entry on top 50 is hygiene and health company Essity which enters the list at number 20. The explanation for this dramatic shift (which the report fails to mention) is of course that SCA in 2017 split its business into two different brands: SCA and Essity.

The fastest growing brand is the e-casino B2B provider Evolution Gaming which increased its value by 82%.

See the entire list here.

Press photo: IKEA.

FIFA World Cup 2018 Knockout Stage Predictions

The group stage at the FIFA World Cup 2018 in Russia is now over and tomorrow the round of 16 knockout stage will begin. Based on the current FIFA ranking, one half of this stage looks a lot more difficult than the other due to several top ranked teams being place on the same side.

On one side you have four of the five highest ranked football teams: Brazil (2), Belgium (3), Portugal (4), Argentina (5) and France (7). Also on this half are Uruguay (14), Mexico (15) and outsider Japan (61).

The somewhat “easier” half of the knock out stage includes Switzerland as the highest ranked nation (6), along with Spain (10), Denmark (12), England (also 12), Colombia (16), Croatia (20), Sweden (24) and host nation Russia (70).

Fortunately, lower ranked teams of course can beat higher ranked teams, like Mexico’s surprise win over first ranked Germany. But as a fun exercise, here are the predictions for the Round of 16 based on current FIFA ranking. World Champions will be Brazil as they beat Switzerland in the final. Bronze goes to Portugal as they beat Spain.

FIFA 2018 World Cup Russia Knock Out Stage Schedule

Starting tomorrow, we will know which teams will advance and possibly make it all the way to the World Cup Final.

Micro influencers affect purchase decisions

i am an influencer

Digital influencers have become a major force in online marketing in recent years. Brands turn to celebrities and other influencers to engage audiences and sway purchase decisions in influencer marketing campaigns. A new study by Fullscreen and Shareablee shows that these influencers have a strong impact on their followers’ behaviour.

The study looks at four levels of digital stars:

  • Celebrities – 20 million followers or more
  • Trailblazers – online stars with 1 million or more followers
  • Emerging voices and rising stars – digital creators with 250k – 999k followers
  • Micro influencers – social media stars with less than 250k followers

Young people are influenced by social media stars

In the study, consumers aged 18-34 were asked whether they had taken any action as a result of seeing social media posts from digital influencers. Not surprising, many of them had and it turned out that celebrities were least effective in swaying consumer behaviour.

Micro influencers and “rising stars” are most effective in getting consumers to try one of their recommendations. As many as 45% of consumers report that they had done that.

“Digital trailblazers” are very effective at getting followers to purchase an item that they talked about in social media. Influencers with less than a million followers are almost as effective, while one in five consumers report that they had made a purchase as a result of a celebrity post.

Instagram creates most engagement for influencers

Among the social platforms that digital influencers use (Snapchat not included), Instagram creates the most engagement. This is especially true for micro influencers who see 86% of total engagement take place on Instagram.

That doesn’t mean, of course, that for example Youtube is not important. For many influencers, Youtube generates millions of views, so it all depends on how you define engagement. Also, I would have liked to see how much blogs affect consumer behaviour. At least in Sweden, many high profile bloggers generate massive sales for brands in campaigns that include a combination of blogs, Instagram and Youtube.

To read the entire report, please click here.

Instagram now shows when you were last active, here’s how to turn it off

Instagram now shows you when your contacts were last active on the app. If you look under the direct messages, it states how many minutes, hours or days since the other users were last active.

That of course means that they can see your status as well.

If you find this intrusive, fear not, there is a way to shut it off. Here’s how to do it.

Go to your profile and click on the settings gearwheel. Scroll down to Show Activity Status and slide to turn it off. Once you remove this feature, you will not be able to see others’ status and they will not see yours.

Instagram about to remove Top 9 for hashtags

Instagram might be getting rid of the Top 9 images for hashtags that normally are placed on top of the screen under each tag. Getting into the top 9 has been a great way to get your posts exposed to people who are not among your regular followers.

One of of my Instagram accounts I noticed today that the Top 9 posts are gone. In that place there are now two tabs and two feeds for each hashtag:

  1. Top Posts
    The left tab shows top posts under this hashtag and there is no limit in terms of number. So there are more than 9 posts, you can scroll down to find as many as you like.
  2. Recent Posts
    The right tab shows the most recent posts under this hashtag.

What does this mean?

There has been a lot of speculation as to whether hashtags are becoming less important or not. Some say they see less reach from hashtags and then there is the entire issue of the infamous shadow ban. But I believe that hashtags will continue to be an important tool, since Instagram recently added the ability to follow hashtags.

A new tab with a feed of the top post will show more high quality photos or videos, that Instagram assumes you will like. So hashtags will continue to be important as a means to reach non followers.

Note: follow me on Instagram at @kullin

Read my travel blog at hanskullin.se

One of the best travel experiences during 2017 was our visit to Crater Lake in Southern Oregon. This spectacular lake is actually inside the caldera of a volcano. It is also the lake in the US with the clearest water since no rivers flow into the lake. This is one of the top travel destinations of 2017, read more on the blog (link in bio). . . #craterlakenationalpark #craterlake #southernoregon #traveloregon #oregonexplored #oregonnw #cascadiaexplored #pnwdiscovered #exploregon #sky_brilliance #travelgram #wanderlust #beautifuldestinations #neverstopexploring #goexplore #passionpassport #exploringtheglobe #ilovetraveling #oregonhikes #theamericancollective #theIMAGED #visualambassadors #royalsnappingartists #teamtravelers #vscoexplore

Ett inlägg delat av Hans Kullin ✈︎ Travel (@kullin)

 

How to use micro influencers to drive engagement

micro influencersBrands have been using social media influencers in marketing campaigns for a long time. As the practice has grown over the years, many individuals have become celebrities with millions of followers and they can charge thousands or tens of thousands of dollars for a social media campaign or even a single Instagram post.

As influencer marketing has become more expensive and sometimes less effective, many brands look at micro influencers as partners in online campaigns.

So how can brands use micro influencers to increase engagement online? In this webinar, digital marketing consultant Shane Barker goes through the process of finding, contacting and using micro influencers to drive engagement.

His definition of micro influencers is that they are:

  • Social media users with 1,000 to 100,000 followers
  • Specializing in a certain niche
  • Could be everyday consumers (they are very genuine, more down to earth, more like ourselves)

Some of the advantages of using micro influencers is their ability to engage, since their engagement rate normally is higher than for an influencer with a larger following:

  • Average engagement rate for influencers with fewer than 2,000 followers is 10.7% (source: influence.co)
  • Average engagement rate for influencers with 100k to 150k followers is 2.5%
  • Average engagement rate for influencers with more than 1 million followers is 1.5%

Watch the video above to learn more about how to use micro influencers in digital marketing campaigns.