Free rock your identity e-book

I love my work – but somethings more than others. Today I feel so lucky because I get to launch my brand new e-book entitled “rock your identity”. Here. Together with the best rockers in the world.  Seriously I love launching stuff and just see how things build up.

rock your identity ebook cover

Rock your identity with the social media value chain!

It’s core ingredient is a social media value chain I posted on this blog a while back , and now I’ve been working around it with my clients in Toothless Tiger. So of course the next natural step was to write a free e-book around it and give it to you. So this is for you rockers! This is how you can rock your identity on social media, Henriette Weber style.

The Social Media Value Chain is a model that helps you define your own process around social media, content marketing and branding. The different activities in the social media value chain are done as implementable as possible. But it is in the combination of the activities that the real magic exist. I know you’re probably not going to be as excited as I am, for launching a free ebook. But I really think you should give it a shot. I promise you, it will be worth your time.

The e-book is out in Danish here and in English here.

oh, btw – the danish pressrelease is here


Identity in a world with 800 million covergirls

This is a translation of a comment about identity I did in the danish newspaper, Berlingske Tidende last week. You can see the original article here.

Remember to call up your best friends so you know what they really feel like. Im a person who thinks that you don’t know how they really feel, if they only exist in your newsfeed. It’s a twisted image of how other people are, and how they use their time.

Timeline is a part of the new design and the new functionality of facebook, which with it’s new timeline format gives you a profilepicture in magazine format, which can make everybody feel like a covergirl – or boy.
You get an overview of everything you’ve ever done, and you can control yourself what is supposed to be showed, which higlights you want to use to represent yourself and you can upload pictures of how cute you where as a baby, if you see that fit. But why have they created the new functionalities of facebook so it looks into the past instead of looking into the future ?
Why should we add more things from our past – because some of us has a past where the internet didn’t even exist – not even in the mind of the people who developed it later on. With the new design it’s the whole person that comes into focus. You take your identity and you make it digital. Facebook is no longer a virtual yearbook as when Mark Zuckerberg created it, it is – for millions of people – their network and a large part their everyday life, their parallel reality, their dialogue with their friends, and an occasion to polish their legacy- at least the positive side of it.

Facebook is about to become a gathering of 800 million covergirls and photoshopped identities. More Glam. More whitened teeth. More Cool. More fun because it’s something that everybody “likes”.

During the elections in Denmark, there was a lot of people I know who where ready to delete friends on facebook, who wasn’t made of the same political mindset as themselves. some of those who where either left-winged or right-winged kept telling their friends on facebook their political truth – their believe in what was good for the country. That, as I see it, is the dark side of facebook and perhaps all of the social web.

We have turned into little kings who lives in our own egosystem where likes and comments are the ultimate identity-bonus, and if these acknowledgements don’t come and we’re not acknowledged, we get in serious doubt about if there’s something wrong with us, if we’re not writing the right things – or people simply don’t love us anymore? We don’t like things that strain from our perfect profile – if we disagree with someone on facebook, it’s an almost impossible step to take to confront them with it – it takes such a toll, to go against the network and the community.

This scary scenario is wellknown and used a lot these days: You tell facebook about your perfect world and they use it to earn more money and target their ads even more – so they can raise the price pr. click.

Remember that personal data is the currency of the future. Byt the fact remains that facebook has a patent on closeness on the social web, patent on storyliving where you tell your best stories by documenting them.

Because your list of friends on facebook lives on inside of peoples heads, also even if they don’t use 50 procent of their online time on it. It’s a twisted image of, how other people really are, and what they are using their time for.

Don’t get me wrong, even though there’s a couple of negative points here, facebook is a positive experience. People love it and use it. And again, this time it doesn’t seem like that a lot of people are deleting their profiles in protest of the new features and terms of use. Facebook now owns another small piece of our identity – and we love them for it.

Me ? Im eating burger for the fifth day in a row, but I take a shot of some raw food, which I distribute on foodspotting and instagram – content that are automatically posted on facebook. I write in my status that I am at a networking meeting, but im drinking a beer somewhere in the sun.

Because why should I use facebook to tell you what my reality is like ? Facebook is a universe in itself. it’s future is great and filled with covergirls/boys, who all are known enough to digg the facebook identity thing. And even though it’s cool and even though a rather large part of all of us loves facebook – it’s a bit shallow.

So what can we do about that ? Why should we show off some of the ugly on the internet ? How important is it to be real instead of just being trustworthy ?You can say that we, as social web users need to write things on our profiles, that breaks the perfect image just a little bit.

But why should we do that in such extreme measures when we don’t get a lot out of being real ? it’s not important in the social media world “to be” instead of “to state”. You won’t get anything out of being judged on who you really are, instead of what actions you take on the internet. We don’t have anything that measures us on how real we are out there – just how influential we are (brought to you by the world of influencer measurement startups such as klout and peerindex). What’s really important is to be real in the real world – or trancend what we postulate on the social web to the real life. It’s in real life that things become well… real.

So remember to call your best friends so you know what they really feel like. Because I don’t believe you know their reality if they only exist in a newsfeed.

Identity + purpose

The most annoying person on linkedin

There’s this man.. let’s call him mr. X – everytime I see him out and about on the social web, I start to studder, my face turns red and I get infurious. Especially when he’s communicating in some linkedin groups. Sometimes I even think so high about myself that I think “he’s not supposed to be using it like that” or “what is he trying to cover up”. He is, in my eyes, the most annoying person on linkedin. I would even name him “mr. most annoying person on linkedin” and give him a tiara and stuff. Because he annoys me so incredibly much. I’ve just stopped interacting with him – really. Just cut him out of my ecosystem. The thing is that I like people way better when they approach me and tell me what it is that they want to sell, instead of trying to wrap it into something more hypotetical subject-y thing – if they do it badly. I love the art of selling through creativity and selling through network and mind. But if you do it badly and if people (or I) can see through it all the time. Things like writing into every group “so what’s best facebook pages or linkedin company pages” and then in the comment area just keep highlighting himself over and over again. And he just clearly shows that he might be reading all these cool blogs and books, but he doesn’t have an opinion about any of these things. He just keep stating the obvious – very boring and not personal at all. Sometimes he want’s to discuss autenticity and building a brand because of who you are – and he’s not even likeable or present and he’s mean to people. What a joke. So he: – don’t have anything important to say – don’t really speak his mind about anything, but just re-saying what has been said by real  cool people and stating the facts – highlight himself everywhere Do you know him? He’s the guy I don’t want to be like. He’s the guy that if you’d ever put me in the same room, then I would leave. Because I can see right through him and I don’t see anything interesting. He just seems like a shell. I guess that’s my point. I don’t like shells without anything in. I love substance. As you can see this blogpost is not about him – it’s really about me, it’s about seeing what’s triggering my feelings and my bad temper out on the social web. To some people I might be the most annoying person out there? Scary. but I think it’s important to turn things around like that and say “what is it that triggers me to feel this way”. have a great weekend rockers=)


Am I ready for some Data Love ?

So this minute I am sitting on the early train from Copenhagen to Berlin for some Data Love. Im heading down there for some days to do some intensive product writing, and participate in Next 11. – a conference I have been to before (next09/2009 where I did a speech about rockbandism, derived from my e-book”why every company should be a rockband” and later my book “return on involvement”). Anyway, the conference has moved – from Hamburg to Berlin since last time, and I wonder how much it will move me. I really dig their subject – “data love” but to say that I love data makes me sound geeky beyond anything =). I also loved their subject last time I was there; “shared economy” – something very relevant these days due to my evercontinious work with Coworkingboat Pan and the launch of the danish crowdfunding site (where Pan is one of the first projects – YEY !) But the “Data Love” subject to me is so huge, that I am afraid that people won’t be able to reflect on it. When I think about it through and through, teaching and preaching data is what I live off and by – but still I like to wrap it up nicely, because the word “data” to me is very mathematical and not very creative at all – I’ve done some reflections on it, from an identity, marketing and branding perspective and here’s what I came up with:

Data is the mother of “Content” – Creativity is the father These two determinators makes up the whole world of the internet and digital, as I see it. Great content is one of the building blocks to enhance your identity, marketing and branding online. You can’t really have data without creativity,  when you talk about digitalizing. Data is something tangible because it has already been done, where creativity is very intangible.

Data provides the structure Data is such a huge topic that everything digital or mobile or coded has some sort of data. I mean to me it’s something huger than the internet – so I am wondering how the elaboration and the moderation is going to be afterwards. How do you take the subject of data and make it digestible ? I hope I become wiser on that subject at Next.

Data is the digital building block of – well everything Making a conference about Data and your relationship to it, is kind of like making a conference about the whole universe – or what started the universe.

Data has changed the way we rock live Everything can now be documented because of data and it has changed the way we live. It’s not just a minor change, it has changed the whole world – including everything. It has forced businesses to come to terms with, that every step is documented and the reaction to that: transparency and the need to show the world that we as businesses are doing epic worldchanging shit.

That being said, I hope that next will reach philosophical data heights – and I hope to become smarter on the data subject.

Identity + purpose

3 1/2 ways to rock your identity and grow your business

Let’s talk a bit about the “real” business world here. In this “real” business world, a lot of people tell me that There’s no such thing as a digital part of your identity.

Au contraire to my business world where the digital part of your identity is your biggest asset and is the one that you can nurture without being omni-present at events all over the world. Digital rules my business world – how do you get digital to rule yours as well ?

How do you rock your identity ?

Let’s take it from scratch.

1. It’s all about the (digital) meetings between people.

A couple of days ago I was in a potential client meeting that started out with the prospect saying that he didn’t have any digital budget at all.

Later on in the conversation he said that what they focus on was the people in the stores – the face to face meetings between seller and buyer inside the store. The whole “space” the floor/store people operate in. He just didn’t think that digital could help in these meetings and form a trusted relationship. He didn’t believe in it at all, to the point where the brand wasn’t even present on their own facebook page – and didn’t reply to the comments. You need to focus on the meetings between people – digital as well as “real” business world.

2. So you’re meeting them digitally, then what?

Now it’s time to show them how much you are rockin in the real business world. What part of your identity are they meeting ? In many ways, this is where they should be mesmerized by the whole brand-building thing you’ve been doing for years on end. But if you’re just starting out, make sure that the snippets of your identity they can actually find out there, rocks. Aim to to show, and produce content around the parts of your identity that you take pride in – that are special for just you and extremely likeable for the people you’re trying to reach.

3. What people are you trying to reach – really ?

Toothless Tiger (my business where I teach companies to rock their identity) isn’t a companion for everybody because we want to work with companies that aspires to the term “the business of our business is more than business”. If the business of your business is simply “business” then we’re probably not what your looking for. But for the ones that strive to be more, we are often the perfect match. I think very well on planes and trains (and can’t wait for the long train ride Im taking from Helsingør to Berlin on monday to participate and write about the Next Conference . I believe in “reaching for the people that are the most like yourself”. In my case, the quirky ones. The cool ones. The ones that are grounded yet flying high. The ones that have a secret dream inside of saving the world, and becoming a billionaire rockstar while they’re doing it.

3 1/2: Rock your identity on the inside

Keep your target group close to the heart of yourself. I hope every day to earn my money while meanwhile honoring the respect of people just like me. I always mirror the things I do online with a “if I saw this from the outside, would I think it rocked”? If I don’t get that feeling, I wont post it. I need to have a good feeling about it, otherwise it will be sitting in the draft folder until I feel the urge to look at it again and give it another go.

content marketing Identity + purpose Startups

What makes an entrepreneur rock ? clearing the unclear path.

Tara is a fantastic femme that I have run into over the last 7 years, both in Europe and in the US. She did a talk for TEDxConcordia a while back about being a startup entrepreneur – a new opportunity for her to conquer, after being one of the coolest and smartest authors and marketers that I have ever met. The talk is entitled “the unclear path” and it made me think hard about my own path as an entrepreneur and as a business owner.

One of the things I personally struggle a lot with, is that I don’t think I do enough as an entrepreneur. There’s not enough hours in the day to have me do everything I want to do. Also the financial insecurity kinda sucks (as fx. now where we have two rents because we haven’t sold our apartment in CPH yet (oh and if anyone is interested in the coolest new yorker apartment 12 km outside of CPH you can see it here and you can buy it from me =) It’s the space where I’ve build Toothless Tiger and written my book so it just oozes with curly  creativity =))

The thing two rents has taught is to not be lazy and to think smarter. So as I see it the unclear path is a freedom to me – and also the path that without a doubt has taught me the most. I feel so rich in experiences and everytime the clients from hell doesn’t pay on time and I want to throw it all away and it doesn’t work out, I think about what a 9-17 job would mean to me and my family and I feel like a caged tiger. And I quickly change my mind again and I’ve realized there’s no way Im going back.

So what makes an entrepreneur rock ? For me it’s both to take the unclear path and make it more and more clear as you go. Getting more and more people in with different expert areas and grow the vision in that way. (ps. I wrote a free ebook a while back called “why every company should be a rockband” – you can get it here)

I’ve teamed up with amazing people. I have some kickass advisors and a fantastic partner in Toothless Tiger who is giving me structure and helping me out driving my dream forward, it’s something I realized I needed a while back because I was driving myself down like the struggling artist I am, thinking “I don’t do enough, and I don’t manage the business well enough” Well I found someone who can manage the business, My business backbone as I call him, and I can focus on my art: the art of marketing, branding and identity.

And YES I see marketing and branding and identity as art. It’s the art of the glorified word “virality” and it’s something that needs constant planning and taking-care-off.

It’s my art and I am an artist who thinks bigger and crazier and more curly than most other people. It’s how I see that I save the world and make it a better place day by day, especially since I only want to work with people who wants to make a difference.



Do you use personas when you strategize ?

If not… you should!

When you do business development you tend to create a lot of strategies based on your target group(s). When you strategize around the web you should make the core of your marketing strategy the product. I always make them the perspective of the strategy because it’s a fun way of working, basically it starts out really close to make-believe, but then you keep getting adding more characteristics to the personas, and most of the time they end up being pretty accurate, if you use your logical sense and combine it with a couple of casestudies. I see personas as a narrow generalization and a semi-market-segmentation that is really important for the virality of your message.  Also, It will also make you be closer to the users, if you tailor and align the message with the specific group of people you’re want to love your message or product or whatever…

So, in Toothless Tiger after an analysis (and after reading the book “the user is always right“, we found out that we needed to target people with the same driving force as ourselves, it makes a lot of sense to me, because I can literally take my own drive and opinions and use them for developing the internal strategies for Toothless Tiger, which is awesome.

So – start using personas when you strategize, it will make you’re work more creative and practical. I love to be able to say “if I was a part of this and this targetgroup I would do like this and this and I would feel this and this way about that and that”…



Does a tiny bit of Facebook make you a social company?


Yesterday I saw this on the road in Copenhagen;

First I thought it was a coffeeshop called FACEBOOK. Then I read the small letters which said “find us on FACEBOOK”… (Im writing in capital letters because it really did scream to me). It was really bizarre because FACEBOOK was written right where you would look for the storename.

It reminds me a bit about this inserted on a webpage (underneat the “we-take-these-credit-cards-statement”):

Or this thrown in at the bottom of a newsletter (and then when you open it, it errors because they haven’t gotten a username for their page)

It just seems so not-very-well-thought-through. I don’t have a problem with people stating that they are on facebook – it just seems like such an empty shout and very end-of-the-90s, because back then, everybody was shouting “FIND US ON THE INTERNET” it later became a URL.

My problem with it is when it seems half-assed.

Having nothing but sales pitches and corporate speak in a newsletter and then stating “find us on facebook” is annoying the hell out of me. A tiny bit of Facebook does not make you a social company.  Having no personal contact or human reach out on your website and then putting up a huge “F” underneath your creditcard logos – is something I see as a sad attempt to be something your not. You’re trying to be hip, but you aren’t. You want to show that your shop is cool, but you haven’t quite putted in the effort. It’s a quick fix and I get the old “you just don’t get it” feeling. It literally destroys your brand and your identity for me. Sorry, but it does.

Well au contraire, maybe it’s me that doesn’t get it. Maybe Im a writing lunatic that wants to make companies into something they’re not, and something that they don’t really want to be ?




Community content marketing Social media

Should companies focus more on facebook than their own site ?

my i heart communities logo

This is a question that I get a lot when I speak at events and with my clients.

To what extend should companies focus their activities on facebook instead of their own site ?

I think facebook is really cool in some cases and not so cool in others… I love the fact that the interaction in there is a gamechanger for the whole internet…  But Im not fond of their ever changing terms basically saying what you can and cannot do, with your content on facebook. I think in general that terms are good and they are needed with facebook. but fx. facebooks promotion terms is not just a law to me, it’s more a creative restraint and a dictation.

So for the sake of the creative restraint and the dictation, I don’t think you should focus more on facebook than your own site. I hate when people tell me what to do, and I want the total freedom of the web and I don’t want my identity to be owned by some megacorporation in the US. To me, only to have your website on facebook would be to sell the chaos, anarchy and freedom of the internet to somebody else.

This is what I think you should do instead:

Make your site the one-stop platform for everything you:

Everything goes on there so you create more of a universe of you, than a website. This is important because we tend to hide behind the screens a bit – but a wise woman told me that I needed to burst out.. So I have around a 50 page addition on my to-do to that is going to be added along the way. Yes I am going to be full of myself here and this is where you will experience me. This is also where all the writings and videos will be. This is where you need to go to find me =)

Make social media, proactivity and other blogs your embassies:

I see my two facebook pages as embassies for, my twitter profile as well. Linkedin ? yep. Conferences ? embassies.

I see my danish blogs on and as embassies. I see my newsletter as an embassy. Comments on other blogs are embassies. Books and e-books are embassies.
By that I mean that I draw people into the “country”, and give them every reason to stick around. Because I want them right here, so I can continously inspire and convert you to buy some of my stuff so I can do more cool stuff for you guys

You can also see it as you’re own personal spiderweb.

Be specific on your embassies – state what people can expect from them and what you expect from people

My personal facebook page is for all my writings – both english and danish blogposts (on you only get the english writings)

Twitter is where I interact with my underground community aka. people within my field. I know twitter is huge in the US but not so much so in Denmark or Scandinavia even. It’s more a closed club – but a very fun one.

And so on and so forth.

But it’s a spiderweb for the magical kingdom of Henriette Weber, so I can get you here and measure your traffic and give you more good stuff…  a’right ? is a way for you to be inspired, and for me to become better at giving you what you want from me.


How often should you post on social media ?

So one of the things that I get asked about a lot, when it comes to rocking your identity on social media is “how much can we put out there, before people look upon us as spammy business zombies ?”. or “how often should you post on social media ?” My answer is always two things:

1: it depends on what you post

2: and it depends upon with what frequency you post

I mean if you post 3 statusmessages, with the same call-to-action, saying the same thing (like “hey guys! check this out”) to the same people, in the same fora within a couple of hours, people will think its really annoying. Now, if you post 3 statusmessages, with the same call-to-action, but saying different things (“hey guys, check this out”, “5 reasons to check this out” and “why you really don’t want to check this out”), to the same people, in the same fora, people will think it’s less annoying than if it’s the same message.

But a lot of factors come in. There’s also the identity behind the content (the person who writes it, and how she’s percepted by her peers) and whether or not the statusmessage is merely a commercial pitch, or if it’s a commercial pitch, with a vision and a mission to change the world.

So how often should you post on social media ?

I go for number two.

I love it when companies take a stand and want me to support them because they have a mission in the world (a mission that isn’t just to get filthy rich, by putting products down my throat).

But I found this on post frequency on the “a source of inspiration” blog:

Which to some people might mean much more, than my idealistic social media rants =). There you have it, this is a guideline for the effect of posts per day on page likes.  as Armando is saying “As pages posted more than once a day they tended to have fewer likes, especially once they got past a 3 posts per day level.”

So when you ask me about that, in the future.. I will say “max 3”.