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JYSK's social media manager fremlægger JYSK's strategi og initiativer på de sociale medier.
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UNLOCKING THE POTENTIAL OF SOCIAL MEDIA
From a #JYSK perspective
AGENDA
Short intro to JYSK and yours truly
The WHY
The WHAT
The HOW
Anchoring & ownership
Happy customers
The RESULTS
The NOW WHAT?
Questions / comments
ANDERS LUNDE
Denmark 97 United Kingdom 12
Norway 80 Slovenia 19
Sweden 134 Croatia 37
Finland 68 Bosnia-Herzegovina
12
Poland 169 China 9
Czech Republic 69 Serbia 23
Hungary 71 Ukraine 24
Netherlands 75 Bulgaria 4
Slovakia 35 Romania 16
Germany 905
Austria 83
Switzerland 45
France 26
Italy 36
Spain 36
Iceland 5 Macedonia 1
Faroe Islands 1 Armenia 1
Canada 54 Indonesia 1
Latvia 9
Lithuania 10
Estonia 8
Greenland 6
Kosovo 4
Kazakhstan 1
JYSK NORDIC Dänisches Bettenlager JYSK Franchise
JYSK GROUP As of September 2,186 stores.
THE WHY WHY DO WE WANT TO BE ON SOCIAL MEDIA IN THE FIRST PLACE?
SOCIAL IS ALL ABOUT…
STRATEGY 1+2
Getting closer to the customer
And letting the customer get closer to JYSK
Good and bad criticism
Customer service
Unhappy -> Happy customer
JYSK is more than just another retail giant
Branding
As a company and work place
Experts in sleeping culture
Attract a younger target group
Employer branding
Recruitment
Retention
STRATEGY 3
Commercial marketing channel
Both these guys are screaming the same thing
THE WHAT WHAT IS IT THAT WE HAVE THAT OTHERS ARE INTERESTED IN TALKING TO EACH OTHER AND US ABOUT?
BRAND RELEVANCE
GREAT OFFERS & SLEEP
THE HOW WHAT TO POST AND IN WHICH CHANNEL(S)?
ASK NOT….
….what your community can do for YOU, but what YOU can do for your community!
RELEVANT CONTENT
THE EBCs OF SOCIAL MEDIA CONTENT GENERATION
E
B
C
ngage
rand
onvert
CONTENT CATEGORIZATION
Nostalgia
Commercial Expert knowledge
Off brand
Humour
ENGAGING THE CUSTOMERS
ENGAGING THE CUSTOMERS
Lars Larsen
1200 designs
5400 votes
One winner!
Available in stores in Dec
BRANDING CONTENT
CONVERSION
ANCHORING & OWNERSHIP
ANCHORING & OWNERSHIP
CUSTOMER SERVICE
CUSTOMER HAPPINESS MODEL
Store/ DC
JYSK SoMe
Customer
Customer Service
Customer
Customer
JYSK SoMe
2
1 a) Enquiry is solved directly with customer or b) forwarded to store or c) distribution center to take action.
Store or DC/Customer Service contacts customer to solve issue.
3 Confirmation to SoMe that issue is solved and customer is happy! Consequently, SoMe makes sure that this is visible on FB
ACROSS CHANNELS
POS
TV CP
LET YOUR EMPLOYEES BE HEARD!
RULES & GUIDELINES
Loyalty obligation
According to JYSK Values / act as a JYSK ambassador
Why social media in JYSK
Keep yourself informed
Use it for work related commercial purposes
Not for private stuff during work hours
Official channels and spokespeople
Good advice
Do’s and dont’s
Possible consequences
THE RESULTS IS IT WORTH IT? MEASURE AND DOCUMENT!
STRATEGY 3
Commercial marketing channel
Both these guys are screaming the same thing
CRUNCHING NUMBERS
MEASURE & DOCUMENT
KPIs
Traffic, sales, NL signups (conv. pixels)
Likes
PTAT
Reach
Branding value
Visits
Orders
Turnover
Conv. Rate
Ads ROI
SOCIAL MEDIA DASHBOARD
THE NOW WHAT WHERE DO WE GO FROM HERE? THE BIG WINS ARE YET TO COME…
NEXT STEPS
ALWAYS ON
http://facebook.com/A.Lunde
http://about.me/anderslunde
http://dk.linkedin.com/in/anderslunde
http://twitter.com/#!/Anders_Lunde
http://instagram.com/anders_lunde/
http://pinterest.com/anderslunde/
http://foursquare.com/anders_lunde
http://gplus.to/anderslunde
[email protected] / +45 2335 4198
QUESTIONS / COMMENTS