Final Presentation Social Media StrategiesMimi Nguyen - Aina Oranich - Anni Lam - Elaine Cumming

SITUATION ANALYSIS

purpose-drivenconsumer insights

diversified & dynamic contentthought leadershipinteractive mediaconverged media

incomplete story social responsibility engagement

inconsistent postingsdialogue & CTA

customer service

more awareness of CSR, solar panelsmore real time marketing, including geo-

targeted ads & referralscrowdsourcing & co-creation

multi-channels for customer service

content proliferationinundated ads

consumer behavior - attention deficittechnology - average household

connected to 5 devices

Opportunity

Fuel Friction

Threat

INTERNAL

EXTE

RN

AL

BRAND POSITIONING

https://coggle.it/diagram/Vl6OqKGdtjc787a7

BRAND AUDIT- Social Media Channels

USA 4,5M 358K 241,6K 503K 553K 16,7K 62,3K

Recommendations

DialogueCTA - interactive catalog, appReal-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.

CURRENT SOCIAL CAMPAIGNS

Green Products, People & Planet Initiatives

GOALDrive 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 crowdsourcingQ1

Q2

Q3

drive new customer acquisition by 10%

through referrals and social campaigns

Q4

extend customer

lifetime value to 7 years

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

segmentation

positioning

targeting

home furnishing and decoralternative energyorganic foods

well-being and happinesslife improvementAmerican dreamhigh style, great value

independenceinnovationsmart solution

40% families30% students20% singles10% businesses

BUYER PERSONA

MARYworking 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 andchildren’s rights.

Ikea Solutions

Concernslife-work balanceneeds to prevent overspending

savings for kids’ educationcredit card debtpesticides

pinning recipes on Pinterestreading self-help booksElle 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 clutterimprove safetynice place for partiesstorage for kids’ toysfind ideas to organize closet

price, time, locationunethical business practices, e.g child labor

FB. PinterestInstagrammeetups, mobile

educationgood healthwomen empowerment

BUYER PERSONA IIProfile Dreams

Interests & Influence Values Hang out

Goals & NeedsChallenges

Barriers to Purchase

Ikea Solutions

20-year old junior at Cal, majoring in Environmental Studies.

join Greenpeace, and become an attorney for Earth Justice.

RYANstudent & activist

hiking, biking, video gamesKant’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, opportunitieschampion the underdogman 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.

CUSTOMER JOURNEY

Credit: Buzzbeed Digital

Top funnel

Mid funnel

Bottom Funnel

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, empathyExperience: make customers feel valued and appreciated

F: Post 10-second thank you videos, or brief messages on social channels. Promote via rewards and referrals.

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.

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 trendsof sustainability

Share updates of refugee, children,

women lives

Real Time Content

UNEP Environmental Action

Motion for Action

Climate Change Summit 2016

(COP 22)

SOCIAL CAMPAIGNS

Q1Refugee &

Children Life

Q2Sustainable Life

at home

Q3Empowering

women & Girls

Q4Climate Change

#GreenMyHouseContest

#GoGreenChallenge

#WordstoRefugees

#WarmthforWomen

Frequency of Distribution

15% 30% 30% 5% 20%

Content Pillars

Campaigns, Events,

Promotions

Customer Stories

Customer Support

3rd Party Curated Industry

Real Time Content

EDITORIAL CALENDAR- 1 dayTime

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

MARKETING TEAMS Organization Model:

Change of behavior

Content Center of Excellence

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.

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.

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

TECHNOLOGY

Email Campaigns

Marketing Automation

CRM

Online Monitoring

Organize

and Manage

Web Analytics

CONVERGED MEDIA

Paid

Owned

Earned

Traditional

Social

New Media

Tack!