the facebook conference - laura breuk - hunkemöller
TRANSCRIPT
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500.000 likes, now what?
The Facebook Conference 20139 oktober
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Today
• From Retailer to Brand
• Our Social Journey
• What’s next?
• Questions
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About me
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From Retailer to Brand
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From Retailer to Brand
• Over the last few years we are making the shift from high street retailer to the leading lingerie brand in Europe.
• We are located in 18 countries worldwide, with a focus on the Benelux, Denmark and Germany.
• We have over 585 shopping points. We are opening XX new stores in 2013/2014.
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From Retailer to Brand
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From Retailer to Brand
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Our Social Journey
• We started our Facebook pages in 2011 with seperate pages for Netherlands, Germany and Belgium.
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Our Social Journey
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Our Social Journey
• Primary focus was on sales: not very succesful!
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Our Social Journey
didn’t work
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Our Social Journey
• We shifted Facebook internally from the eCommerce to the PR team and from generating sales to delivering inspirations to our fans.
And so our journey began….
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Daily inspiration & engagement
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…in 5 languages
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We let our fans vote!
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Give them a look behind the scenes
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Our fans love to play games!
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Hunkemöller “Find It”
84.558 games played
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Hunkemöller “Memory”
78.560 games played
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…..also on mobile!
47,2 % mobile player
s 57,4 % mobile player
s
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Facebook integrated in mobile app
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Facebook integrated in mobile app
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Now: Global Page
Global page17,720 fansEnglishlanguage
Germany250,137 fans
Netherlands171,558 fans
Belgium53,105 fans
Denmark15,293 fans
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Continously build the fanbase
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What’s Next?
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What’s next?
1. Expanding our fanbase to 1 million fans in 2014.
2. Connecting our social efforts across Facebook, mobile, website and CRM.
3. Re-introducing eCommerce/performance marketing on Facebook.
4. Supporting our new shop openings through Facebook.
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“CRM Next” - Passion Points
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Social login across web & mobile
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Re-introducing ecommerce
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Support (local) shop openings
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The Big Moment:
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Thanking our fans
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