presentation facebook conference komfo & jysk

JYSK’S Facebook Challenge; !From Zero to Hero!  

JYSK’S FACEBOOK CHALLENGE: !FROM ZERO TO HERO!

GO LOCALSCALE GLOBAL!

JYSK’S Facebook Challenge; !From Zero to Hero!  

SOCIAL MEDIA MARKETING AT SCALE!

JYSK’S Facebook Challenge; !From Zero to Hero!  

SOCIAL BUSINESS TRANSFORMATION METHODOLOGY!

Source: http://www.slideshare.net/Altimeter/the-evolution-of-social-business-six-stages-of-social-media-transformation

JYSK’S Facebook Challenge; !From Zero to Hero!  

2,186 stores.!JYSK GROUP!As of September !

JYSK’S Facebook Challenge; !From Zero to Hero!  

UNLOCKING THE POTENTIAL OF SOCIAL MEDIA !From a #JYSK perspective!

JYSK’S Facebook Challenge; !From Zero to Hero!  

UNLOCKING  THE  POTENTIAL  OF  SOCIAL  MEDIA  From  a  #JYSK  perspec>ve  

JYSK’S Facebook Challenge; !From Zero to Hero!  

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!

JYSK’S Facebook Challenge; !From Zero to Hero!  

STRATEGY 3!§  Commercial marketing channel!

§  Both these guys are screaming the same thing!

JYSK’S Facebook Challenge; !From Zero to Hero!  

THE WHATWHAT IS IT THAT WE HAVE THAT OTHERS ARE INTERESTED IN TALKING TO EACH OTHER AND US ABOUT?!

JYSK’S Facebook Challenge; !From Zero to Hero!  

BRAND RELEVANCE!

JYSK’S Facebook Challenge; !From Zero to Hero!  

GREAT OFFERS & SLEEP!

JYSK’S Facebook Challenge; !From Zero to Hero!  

THE HOWWHAT TO POST AND IN WHICH CHANNEL(S)?!

JYSK’S Facebook Challenge; !From Zero to Hero!  

….what your community can do for YOU, but what YOU can do for your community!!

ASK NOT…!

JYSK’S Facebook Challenge; !From Zero to Hero!  

RELEVANT CONTENT!

JYSK’S Facebook Challenge; !From Zero to Hero!  

CONTENT CATEGORIZATION!

Nostalgia!

Commercial!Expert knowledge!

Off brand!

Humour!

JYSK’S Facebook Challenge; !From Zero to Hero!  

THE EBC’s OF SOCIAL MEDIA CONTENT GENERATION!

!E!B!C!

!ngage!!rand! !onvert!

JYSK’S Facebook Challenge; !From Zero to Hero!  

ENGAGING THE CUSTOMERS!

JYSK’S Facebook Challenge; !From Zero to Hero!  

ENGAGING THE CUSTOMERS!

§  Lars Larsen!§  1200 designs!§  5400 votes!§  One winner!!§  Available in

stores in Dec!

JYSK’S Facebook Challenge; !From Zero to Hero!  

BRANDING CONTENT!

JYSK’S Facebook Challenge; !From Zero to Hero!  

CONVERSION!

JYSK’S Facebook Challenge; !From Zero to Hero!  

ANCHORING & OWNERSHIP!

JYSK’S Facebook Challenge; !From Zero to Hero!  

ANCHORING & OWNERSHIP!

JYSK’S Facebook Challenge; !From Zero to Hero!  

CUSTOMER SERVICE!

JYSK’S Facebook Challenge; !From Zero to Hero!  

CUSTOMER HAPPINESS MODEL!Store/  DC  

JYSK  SoMe  Customer  

J  

Customer  Service  

Customer  

L  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

JYSK’S Facebook Challenge; !From Zero to Hero!  

ACROSS CHANNELS!

POS  

TV  CP  

JYSK’S Facebook Challenge; !From Zero to Hero!  

LET YOUR EMPLOYEES BE HEARD!!

JYSK’S Facebook Challenge; !From Zero to Hero!  

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!

JYSK’S Facebook Challenge; !From Zero to Hero!  

THE RESULTSIS IT WORTH IT?MEASURE AND DOCUMENT!!

JYSK’S Facebook Challenge; !From Zero to Hero!  

CRUNCHING NUMBERS!

JYSK’S Facebook Challenge; !From Zero to Hero!  

MEASURE & DOCUMENT!§  KPIs!

§  Traffic, sales, NL signups (conv. pixels)!

§  Likes!§  PTAT!§  Reach!§  Branding value!

§  Visits!§  Orders!§  Turnover!§  Conv. Rate!§  Ads ROI!

JYSK’S Facebook Challenge; !From Zero to Hero!  

SOCIAL MEDIA DASHBOARD!

JYSK’S Facebook Challenge; !From Zero to Hero!  

KEY TAKE AWAYS!

Go local, scale global!The way to go; Engage, Brand, Convert!Employees and loyal customers are your best ambassadors. !!Align content to strategy & set measurable goals !

JYSK’S Facebook Challenge; !From Zero to Hero!  

KomfoLisbeth Chawes!Partner Director!lic@komfo.com!@LisbethChawes!

JYSK Anders Lunde!Social Media Manager!alu@jysk.com!@anders_lunde!

Let’s talk social!