Komfo Summit is all about enabling meaningful moments. Stay ahead of the curve with chatbots, customer service, data activation, ROI, AI, machine learning, influencers, and much more. What is this presentation about? Alexnader: Head of SoMe at Bergendahls Food, Alexander is fascinated by the speed of the evolution of tech and communication, as well as of how the change of online human behavior impacts how we interact offline. In his talk together with Andreas Granath (Oatly), he will be sharing a retail perspective on social media rollouts from local to global. Andreas: Digital Media Specialist at the food & beverage brand Oatly and former Digital Media Manager at Starcom, Andreas is a creative doer and media geek who reads media and communication theories before falling to sleep. In his talk together with Alexander Åberg (Bergendahls Food), he will be sharing a retail perspective on social media rollouts from local to global.

1. #komfosummit
ALEXANDER ÅBERG
Bergendahls food
ANDREAS GRANATH
Oatly
”From local to global
- Two retail perspectives
on social media rollout”

2. FROM LOCAL TO
GLOBAL
TWO RETAIL PERSPECTIVES ON SOCIAL MEDIA ROLLOUT

4. The change
From
• No structure
• Unclear strategy
• Recycling print ads
• Corporate/
commercial
To
• Clear structure
• Clear strategy
• Creating content
• Personal/relatable

5. The result
Operations
Analysis
Paid Social
Creative
Social Media
Manager
Strategy
City Gross
store

6. Concept Blueprint
Tailored
content
Analysis

9. 11 countries
10 languages

10. Education
- Goals
- Purpose
- Process
- KPI
- Systems
Roles
- Manager
- Designer
- Copywriter
- Photografer
- Paid spec.
- Monitorer
- Freelancers
Set up
Process
- Global content
- Local content
- Measure
- How are the different
roles working together
- Systems
Roll Out
Purpose
- Goals
- What
- Why?
- Omni
- KPI
Content
- Global
content
ready to be
rolled out.
On-boarded
Content
- Global content
- Local content
- Paid
Measure
- KPI
Support
- FB group

11. Brief Copy Feedback Approval Publish Monitoring MeasureTranslation Approval Images