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

alu@jysk.com / +45 2335 4198

QUESTIONS / COMMENTS