Social Media Strategies, including brand audit, buyer personas, customer journey, content marketing.

1. Final Presentation
Social Media Strategies
Mimi Nguyen - Aina Oranich - Anni Lam - Elaine Cumming

2. SITUATION ANALYSIS
purpose-driven
consumer insights
diversified & dynamic content
thought leadership
interactive media
converged media
incomplete story
social responsibility engagement
inconsistent postings
dialogue & CTA
customer service
more awareness of CSR, solar panels
more real time marketing, including geo-
targeted ads & referrals
crowdsourcing & co-creation
multi-channels for customer service
content proliferation
inundated ads
consumer behavior - attention deficit
technology - average household
connected to 5 devices
Opportunity
Fuel Friction
Threat
INTERNAL
EXTERNAL

3. BRAND POSITIONING
https://coggle.it/diagram/Vl6OqKGdtjc787a7

4. BRAND AUDIT- Social Media Channels
USA 4,5M 358K 241,6K 503K 553K 16,7K 62,3K
Recommend
ations
Dialogue
CTA -
interactive
catalog, app
Real-time
marketing.
Reach out to
individual
customers to
resolve
customer
service issues.
Keep
profile
updated.
Editorial
Calendar.
Post more
about what
customers
like.
Answer
customers.
Editorial
Calendar.
Close
profile.
Close profile.
Use content
for other
profiles.
Increase length
of content.
Upload more
home
makeovers.
Editorial
Calendar.

5. CURRENT SOCIAL CAMPAIGNS

6. Green Products, People & Planet Initiatives

7. GOAL
Drive awareness and engagement to
influence consumer behavior, reinforcing
Ikea’s values for sustainable living and
humanitarian causes.
2016 Objectives
generate 2M leads
from social channels
increase user-
generated content by
15% through contests
and crowdsourcing
Q1
Q2
Q3
drive new customer
acquisition by 10%
through referrals and
social campaigns
Q4
extend
customer
lifetime value
to 7 years

8. 360 DEGREE VIEW OF CUSTOMER
compelling stories
optimized content
marketing
filter and funnel
behavioral targeted
messaging reaches
right audience
Purpose
segmentation,
targeting, positioning
storyboard of buyer
persona
affinity mapping
customer journey
consumer insights
brand resonance
engagement and trust
more social signals
increased leads and
conversion
Strategy Impact

9. segmentation
positioning
targeting
home furnishing and decor
alternative energy
organic foods
well-being and
happiness
life improvement
American dream
high style, great value
independence
innovation
smart solution
40% families
30% students
20% singles
10% businesses

10. BUYER PERSONA
MARY
working mom
organizational tips and
multi-functional products.
affordable, stylish furniture for beautiful
home, entertaining and taking care of
family. organic foods, sustainable fish.
causes empowering women’s and
children’s rights.
Ikea Solutions
Concerns
life-work balance
needs to prevent
overspending
savings for kids’
education
credit card debt
pesticides
pinning recipes on Pinterest
reading self-help books
Elle Decor, interior design.
Oprah, Dr. Oz, mommy
groups. volunteers at
Women’s shelter.
Challenges
Interest & Influence
Values
Hang out
Profile
Goals & Needs
Barriers to Purchase
44-year old mom, married
with 2 kids. household
income $90K.
reduce clutter
improve safety
nice place for parties
storage for kids’ toys
find ideas to organize closet
price, time, location
unethical business
practices, e.g child labor
FB. Pinterest
Instagram
meetups, mobile
education
good health
women empowerment

11. BUYER PERSONA II
Profile Dreams
Interests & Influence Values Hang out
Goals & Needs
Challenges
Barriers to
Purchase
Ikea Solutions
20-year old junior at Cal,
majoring in Environmental
Studies.
join Greenpeace, and become an
attorney for Earth Justice.
RYAN
student & activist
hiking, biking, video games
Kant’s self-sovereignty,
Gore’s Inconvenient of Truth
move out of co-op with
feminist girlfriend.
save money for security
deposit. recruit students
from De-Cal class for Earth
Day. stage demonstrations
across campus and take
over Wheeler Hall.
pushback from authorities
and others who resist
disruption and dissent.
price, waste, corporate
greed, unethical
business practice
freedom, opportunities
champion the underdog
man is the measure of all things
reddit, google+, FB,
Tumblr, Twitter, bars,
KALX college radio
300 products that save environment. sustainable designs
reduce carbon footprint. reduce, re-use, and renewable
energy: solar panels, wind turbines
. flat pack solar-powered refugee
housing. long-form content, e.g.
white papers, documentary on
green initiatives: climate change,
IWAY compliance for labor
regulations in supply chain.

12. CUSTOMER JOURNEY
Credit: Buzzbeed Digital
Top
funnel
Mid
funnel
Bottom
Funnel

13. MAPPING CONTENT TO JOURNEY
AWARENESS
Goal: Inform and educate,
show thought leadership.
Experience: Discover and
learn.
Monday: Post facts, tidbits
and trivia/quizzes about green
initiatives and humanitarian
program.
Other content:
Documentary, white papers,
reports, e-guides, editorial
content, infographics, third-
party content...
CONSIDERATION &
PURCHASE
Goal: Inspire and solve
problems.
Experience: Overcome
challenges and customer is
being listened to.
Tuesday: Tips, tutorials, how-
to-guides, and product
updates. Proactive content
that addresses customer
service issues.
RETENTION & ADVOCACY
Goal: Listen, connect and gain consumer insight.
Experience: Build trust, and make customers feel
important and special.
Wed: Ask questions, solicit suggestions, vote for best
green solutions. Rotate with vote for best charities that
empower women and children.
Goal: Let customer express their dreams and aspirations.
Thurs: Ask customers to share their stories by uploading
photos, videos, user-generated content. For green
campaign, upload videos for contest.
Goal: Emotional engagement - gratitude, empathy
Experience: make customers feel valued and
appreciated
F: Post 10-second thank you videos, or brief messages
on social channels. Promote via rewards and referrals.

14. CONTENT PILLARS- Purpose & Impact
case study - white paper / report / survey
how-to-guides
videos / slideshare / interviews
blogs
social media
infographics
emails
Repurpose content
Derivative assets on same
topic / theme
Builds story
and amplifies messaging
Engagement with
consistent readership /
viewership
SEO / drives traffic for
search & long-term
higher ranking.

15. CONTENT PILLARS- Campaigns Focused
Customer
Stories
Community Website
allows customers to
share/post
photos/videos/ideas
through the website,
and other social media
channels
Customer
Support
Ikea Staff provides
solutions
Community-driven
solutions
@IkeaUSACare
Pre-and post purchase
support videos
3rd Party
Curated Industry
Share stories of the
Ikea Foundation
partners
Share updated trends
of sustainability
Share updates of
refugee, children,
women lives
Real Time
Content
UNEP Environmental
Action
Motion for Action
Climate Change
Summit 2016
(COP 22)

16. SOCIAL CAMPAIGNS
Q1
Refugee &
Children Life
Q2
Sustainable Life
at home
Q3
Empowering
women & Girls
Q4
Climate Change
#GreenMyHouseContest
#GoGreenChallenge
#WordstoRefugees
#WarmthforWomen

17. Frequency of Distribution
15% 30% 30% 5% 20%
Content
Pillars
Campaigns,
Events,
Promotions
Customer
Stories
Customer
Support
3rd Party Curated
Industry
Real Time
Content

18. EDITORIAL CALENDAR- 1 day
Time
8-9am Blog post Ikea Staff solutions Infographics
9-10 am
10-11am Photo
11-12 am 3rd party stories Video
12-1pm Solutions: how to guide
1-2 pm Infographics
2-3 pm Fans Stories
3-4pm Infographics
4-5pm Fan Photo
5-6 pm Campaign
7-8 pm Campaign
8-9 pm Blog post 3rd party stories
9-10 pm Fans Stories Campaign
10-11 pm

19. MARKETING TEAMS
Organization Model:
Change of behavior
Content Center of Excellence

20. SOCIAL MEDIA TEAM
Roles Responsibilities
Chief Content Officer Ultimate responsible of the Content Strategy and lead of CCE.
Managing Editor Responsible of content: In charge of the entire content supply chain
operation.
Editors In charge of the different channels.
Community Managers Manage media channels.
Analysts Extract insights to improve content performance.

21. EVALUATION- Social Media KPI’s
★ Reach: Fans and followers → demographics and
psychographics!
★ Engagement: Likes, favorites, comments, mentions,
sentiments, reviews, viewership
★ Amplification: Shares, retweets.
★ Clicks: Successful content
★ Conversion: Sales revenue, leads (number, cost),
referrals.

22. EVALUATION- Quantitative Metrics
★ Sales Revenue from Inbound Marketing
★ Net profit
★ ROI (audience touched, leads, opportunities, sales) - from the
pipeline
★ Customer lifetime value (conversion, retention, product)
★ Customer cost of acquisition

23. TECHNOLOGY
Email Campaigns
Marketing Automation
CRM
Online Monitoring
Organize
and Manage
Web Analytics

24. CONVERGED MEDIA
Paid
Owned
Earned
Traditional
Social
New
Media

25. Tack!