etail nordic - october 2014
DESCRIPTION
The JYSK approach to social media. Everything from expert advice and IT-guys dressed in tailored suits to cats, fairy tales and competitions - all related to sleeping.TRANSCRIPT
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UNLOCKING THE POTENTIAL OF SOCIAL MEDIAFrom a #JYSK perspective
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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
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ANDERS LUNDE
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Denmark 97 United Kingdom 12
Norway 80 Slovenia 19
Sweden 134 Croatia 37
Finland 68Bosnia-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 GROUPAs of September 2,186 stores.
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THE WHY
WHY DO WE WANT TO BE ONSOCIAL MEDIA IN THE FIRST PLACE?
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SOCIAL IS ALL ABOUT…
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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
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STRATEGY 3
Commercial marketing channel Both these guys are screaming the same thing
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THE WHAT
WHAT IS IT THAT WE HAVE THAT OTHERS ARE INTERESTED IN TALKING TO EACH OTHER AND US ABOUT?
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BRAND RELEVANCE
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GREAT OFFERS & SLEEP
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THE HOW
WHAT TO POST AND IN WHICH CHANNEL(S)?
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ASK NOT….
….what your community can do for YOU, but what YOU can do for your community!
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RELEVANT CONTENT
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THE EBCs OF SOCIAL MEDIA CONTENT GENERATION
EBC
ngagerand
onvert
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CONTENT CATEGORIZATION
Nostalgia
CommercialExpert knowledge
Off brand
Humour
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ENGAGING THE CUSTOMERS
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ENGAGING THE CUSTOMERS
Lars Larsen 1200 designs 5400 votes One winner! Available in
stores in Dec
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BRANDING CONTENT
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CONVERSION
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ANCHORING & OWNERSHIP
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ANCHORING & OWNERSHIP
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CUSTOMER SERVICE
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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
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ACROSS CHANNELS
POS
TVCP
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LET YOUR EMPLOYEES BE HEARD!
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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
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THE RESULTS
IS IT WORTH IT?MEASURE AND DOCUMENT!
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STRATEGY 3
Commercial marketing channel Both these guys are screaming the same thing
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CRUNCHING NUMBERS
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MEASURE & DOCUMENT
KPIs Traffic, sales, NL signups (conv. pixels)
Likes PTAT Reach Branding value
Visits Orders Turnover Conv. Rate Ads ROI
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SOCIAL MEDIA DASHBOARD
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THE NOW WHAT
WHERE DO WE GO FROM HERE?THE BIG WINS ARE YET TO COME…
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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