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

3. We are
curious
about life at
home

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

8. HOME FURNISHING EXPERTISE SUPPORT
CONTENT PILLARS
“Ask IKEA designer” «How to»

9. HOME FURNISHING EXPERTISE SUPPORT: INSPIRATION
CONTENT PILLARS

10. IKEA FAMILY SUPPORT
CONTENT PILLARS
Digest of most watched materials Special offers for IF-members support

11. SUSTAINABILITY
CONTENT PILLARS
Posts with products driving Sustainability Posts with useful advises

12. LIVING WITH CHILDREN
CONTENT PILLARS
Posts with products Posts, driving discussions, polls

13. MARKETING SUPPORT: TVC
CONTENT PILLARS

14. MARKETING SUPPORT: Digital and integrated projects
CONTENT PILLARS

15. CONTENT PILLARS
MARKETING SUPPORT: PR-EVENTS

16. MARKETING SUPPORT: SHKOLA REMONTA
CONTENT PILLARS

17. SWEDISHNESS: SWEDISH TRADITIONS, HOLIDAYS
CONTENT PILLARS

18. SWEDISHNESS: IKEA FOOD
CONTENT PILLARS

19. FUN: WITH FOCUS ON FOME FURNISHING
CONTENT PILLARS

20. FUN: RELEVANT POSITIVE CONTENT
CONTENT PILLARS

21. FUN: SITUATIONAL POSTS
CONTENT PILLARS

22. FUN: SITUATIONAL POSTS
CONTENT PILLARS

26. FUN: SITUATIONAL POSTS, “THE DRESS”
CONTENT PILLARS

27. FUN: POLLS / PROVOKING DISCUSSIONS
CONTENT PILLARS

28. HR BRAND SUPPORT
CONTENT PILLARS
IKEA offers to potentional employees Stories of success

29. HR BRAND SUPPORT: Q&A POSTS WITH IKEA EMPLOYEES
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

31. DRIVER FORMATS: VK. PROVOKING UGC ACTIVITY: “YOUR IDEAS”
CONTENT PILLARS

32. DRIVER FORMATS: VK. USERS ACKNOWLEDGMENT
CONTENT PILLARS

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