Александр Овечкин и Сергей Родионов, IKEA «Digital и Social Media проекты IKEA-2014/15»
1. IKEA Russia
Alexander Ovechkin
Digital Communications Manager
Sergey Rodionov
Social Media Specialist
Building a meaningful brand experience
in social media
2. IKEA’s goal is to
create a better everyday
life for the many people
4. We offer more than
products - we provide
inspiration and
complete solutions
5. IKEA VALUES
POSITIVITY AND FUN
HUMBLENESS / “DOWN TO EARTH” ATTITUDE
DEMOCRATIC DESIGN / VALUE FOR MONEY
SIMPLICITY: HOME FURNISHING IS EASY!
SWEDISHNESS
SUSTAINABILITY
6. Vkontakte Odnoklassniki Facebook
74k fans
Mostly traditional and
family-oriented Russians
interested in home
comfort
55k fans
Trendy Russians,
interested in creative
ideas and quality
content
250k fans
The most active community of
IKEA fans, with real-time
support from the IKEA Call
Center
We are present in 3 different social networks with a total base of 370k fans
SOCIAL MEDIA PRESENCE
7. HOME FURNISHING EXPERTISE
IKEA FAMILY
SUSTAINABILITY
LIVING WITH CHILDREN
MARKETING SUPPORT
SWEDISHNESS
FUN & ENTERTAINMENT
HR-BRAND
COMMERCIAL ACTIVITIES
CONTENT PILLARS
30. DRIVER FORMATS: DIFFERENCE OF CONTENT &TONE OF VOICE BETWEEN SOCIAL NETWORKS
CONTENT PILLARS
VKONTAKTE
• POSTS WITH FOCUS ON IKEA VK-COMMUNITY LIFE (POSTS WITH UGC,
SPECIAL POLLS ETC.)
• TONE OF VOICE: FRIENDLY, PLAYFUL
FACEBOOK
• POSTS WITH FOCUS ON BUSINESS SOLUTIONS
• TONE OF VOICE
ODNOKLASSNIKI
• POSTS WITH FOCUS ON LIFE AT HOME, FUN AND TRADITIONAL VALUES
(SOLUTIONS FOR A FAMILIES, LIVING WITH CHILDREN ETC.)
• TONE OF VOICE: FRIENDLY, PLAYFUL, COMPREHANSIBLE
LIFE OF COMMUNITY
DRIVER-FORMATS
IKEA FOR YOUR ENTERPRISE
IKEA FOR YOUR FAMILY
33. DRIVER FORMATS: FACEBOOK. IKEA FOR YOUR BUSINESS
CONTENT PILLARS
‘’IKEA solutions for wedding salon’’ ‘’IKEA solutions for storage’’
34. DRIVER FORMATS: ODNOKLASSNIKI. IKEA FOR YOUR FAMILY
CONTENT PILLARS
IKEA is friendly to your kids Family-oriented content
35. TAKEOUTS
MAKE YOUR CONTENT UNIQUE TO YOUR BRAND
FIND THE RIGHT BALANCE OF CONTENT
HR BRAND: OFFER AN INSIDE LOOK INTO YOUR COMPANY
CELEBRATE USER’S ACTIVITY & CREATIVITY (ex?)
TAKE ADVANTAGE OF SITUATIONAL MARKETING
Notas del editor
We want the many people to look at their homes in a new way exploring the important role of home furnishing as a way to a better everyday life
We want to position IKEA as the Number 1 Home furnishing destination where consumers know that they always find relevant solutions, inspiration and great quality at a low price
We want to make sure that the many people trust IKEA, where people know that we care about our employees, our customers, the community and the environment
We will inspire the many different people with tips, ideas and solutions in how they can create their own individual home
We will empower people that changes can be made with little money and effort but with great impact
We want the many people to look at their homes in a new way exploring the important role of home furnishing as a way to a better everyday life
We want to position IKEA as the Number 1 Home furnishing destination where consumers know that they always find relevant solutions, inspiration and great quality at a low price
We want to make sure that the many people trust IKEA, where people know that we care about our employees, our customers, the community and the environment
We want the many people to look at their homes in a new way exploring the important role of home furnishing as a way to a better everyday life
We want to position IKEA as the Number 1 Home furnishing destination where consumers know that they always find relevant solutions, inspiration and great quality at a low price
We want to make sure that the many people trust IKEA, where people know that we care about our employees, our customers, the community and the environment