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The Next step of Facebook Marketing: From zero to hero. Casestudy: Jysk
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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 [email protected]!@LisbethChawes!
JYSK Anders Lunde!Social Media [email protected]!@anders_lunde!
Let’s talk social!
