The Facebook Conference - Laura Breuk - Hunkemöller

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  • Our values
  • @Laura: in dezeafbeeldingzie je datjullie op 12 januari 2012 gestartzijn!
  • @Laura: in dezeafbeeldingzie je duidelijkdat de focus in 2010 op ecommerc lag
  • @Laura:ikprobeerhiernog even eenmooiereafbeeldingvoortevinden!
  • The Facebook Conference - Laura Breuk - Hunkemöller

    1. 1. 500.000 likes, now what? The Facebook Conference 2013 9 oktober
    2. 2. Today • From Retailer to Brand • Our Social Journey • What’s next? • Questions
    3. 3. About me
    4. 4. From Retailer to Brand
    5. 5. 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.
    6. 6. From Retailer to Brand
    7. 7. From Retailer to Brand
    8. 8. Our Social Journey • We started our Facebook pages in 2011 with seperate pages for Netherlands, Germany and Belgium.
    9. 9. Our Social Journey
    10. 10. Our Social Journey • Primary focus was on sales: not very succesful!
    11. 11. Our Social Journey didn’t work
    12. 12. 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….
    13. 13. Daily inspiration & engagement
    14. 14. …in 5 languages
    15. 15. We let our fans vote!
    16. 16. Give them a look behind the scenes
    17. 17. Our fans love to play games!
    18. 18. Hunkemöller “Find It” 84.558 games played
    19. 19. Hunkemöller “Memory” 78.560 games played
    20. 20. …..also on mobile! 47,2 % mobile players 57,4 % mobile players
    21. 21. Facebook integrated in mobile app
    22. 22. Facebook integrated in mobile app
    23. 23. Now: Global Page Global page 17,720 fans Englishlanguage Germany 250,137 fans Netherlands 171,558 fans Belgium 53,105 fans Denmark 15,293 fans
    24. 24. Continously build the fanbase
    25. 25. What’s Next?
    26. 26. 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.
    27. 27. “CRM Next” - Passion Points
    28. 28. Social login across web & mobile
    29. 29. Re-introducing ecommerce
    30. 30. Support (local) shop openings
    31. 31. The Big Moment:
    32. 32. Thanking our fans

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