At hummel, the popular sports and sports fashion brand, the challenges of managing a global social media setup are a part of the daily tasks. On this webinar you will learn: How hummel manages their international setup and content marketing across multiple social media channels, which challenges hummel have encountered along the way, and how they have approached them and how hummel improves social media performance through their international focus.

1. !Welcome to the Webinar
How hummel manages social media on a global scale!
We start at 10 am (CET). Until then, enjoy the music and introduce yourself in the chat.
Anna Brill Jørgensen
Marketing Manager
Komfo
Malene Rasmussen
Online Communicator
Hummel
Laura Forné Elkow
Customer Relations Manager
Komfo
The hashtag for the webinar is #komfowebinar.
Today’s speaker and Komfo representatives:

2. #komfowebinar!

3. ABOUT KOMFO
We are all about Social Media Marketing at scale.
• Headquartered in Copenhagen, Denmark but present globally.
• Owned by the four founders and the global software company Sitecore.
• Powerful team of 60+ social media marketing specialists ready to guide you to success.
• 100+ strong partnerships with leading social networks, agencies and software providers.
• 400+ enterprise clients and market leader in the Nordics.

5. Aarhus 27.11.14 KOMFO Webinar
SOCIAL MEDIA
&
HUMMEL
MALENE MAARBJERG RASMUSSEN
ONLINE COMMUNICATOR, HUMMEL
E-MAIL : MRAS@HUMMEL.DK
LINKEDIN : linkedin.com/pub/malene-maarbjerg-rasmussen

6. THE HUMMEL JOURNEY
B2B
OMNICHANNEL
Tradition Sport Supplier Modern Retailer

7. THE HUMMEL JOURNEY
OBOV
One Brand One Voice

8. FACT OR FICTION?
VS.

9. FOR WHAT?
Meeting and engaging with target audiences where they are
=> retain existing and gain new customers & market research
SEO = move up Google rankings
Showing off our awesome products and global
sponsorship initiatives => branding
Increasing customer
loyalty
Increase brand awareness
Customer service
Recruitment
Generating leads to hummel.net
Generating digital ‘word of mouth’
Giving back to the fans/customers through user involvement & competitions etc.

10. THE MATRIX
The
hummel
social
media
matrix
as
of
November
2014
is
the
following:

11. PRIORITIZE

12. RESULTS - FACEBOOK
200.000 fans
January 2013
1.200.000 fans
October 2014
10.000.000
reached per uge

13. TARGET AUDIENCES
The Mom (22 - 36 yrs)
• Proud of her children
• Cares for her children
• Kidswear
The Teammate (13 - 44 yrs)
• Teenager who loves to perform
• The passionate club man
• The joyful teammate
• Sport/Lifestyle
The Sneaker Fan (13 - 28 yrs)
• Slight edge of cool
• Loves trends
• Passion for footwear
• Fashion

14. TARGET AUDIENCES

15. FB: GLOBAL PAGES SETUP
26 official hummel Facebook pages
- in a global pages setup
• 1 overall Facebook page:
www.facebook.com/hummel.International
• 25 local hummel® pages
• Approx. 1.250.000 collective fans

16. FB: GLOBAL PAGES MEANING
One global brand identity
• Fans automatically see the relevant hummel® FB page based on their IP
address (can be changed manually through switch region)
• Unified profile photos
• Collective fan count
• Global apps
• Global content
Country customisation
• Local apps
• Local cover photo
• Local language
• Local content
• Local Insights
• Local customer service

17. FB: GLOBAL PAGES
ADVANTAGES
Increased amount of relevant, local users on all local pages
Local admins can communicate with local fans
In their own language via KOMFO Facebook Management system
Highlighting local holidays, special events etc.
A large fanbase has great signalling effect
A large fanbase is easier to find via Facebook search (SEO)
Facebook treats us as a more important customer due

18. THE GUIDELINES
ALWAYS contact hummel HQ before opening ANY social media accounts and present:
• A plan for using the social media channel in your country/store
• A resource allocation overview/who will handle it
=> Making sure it is in accordance with hummel HQ guidelines:
• Aligning profile name, profile picture and channel graphics
• Clearing the difference between operating a local account and a global account - especially important contentwise
• Supporting campaigns & other global initiatives
NB. All hummel related accounts are owned by hummel HQ and simply managed in local countries & stores

19. THE SUPPORT
What we are doing for you:
• Guidelines for managing social media channels in accordance with OBOV
• General every-day support
• Direct hotline to Facebook & Instagram
• Komfo access – the system for easy handling of Facebook etc.
(competitions/apps, customer questions, posts, insights)
• Digital campaign materials
• Various other content
• Global competitions
• Assistance in setting up local competitions in Komfo/on Facebook
• Advertising handling on Facebook

20. CAMPAIGN PLANNING
1. Check which campaigns you can run in your country, based on product sell-in
2. Make sure to follow ALL campaigns relevant for your country AND fill out follow up sheet WITHIN
deadline
3. Check our joint FB marketing group on a daily basis for additional info & alterations
4. Send comments or special wishes to mras@hummel.dk

21. COMMUNICATION FOCUS
Karma
/Heritage
/Fun
Lifestyle
/ Fashion
10 %
30 %
50 %
10 %
Sneakers Sport

22. THE SUPPORT

23. THE SUPPORT

24. MONTHLY FOLLOW UP

25. CASE – FC ST. PAULI

26. CASE – FC ST. PAULI
CHANNEL MIX
NEWSLETTER
HUMMEL.NET
FACEBOOK
YOUTUBE
LINKEDIN
INSTAGRAM

27. CASE – FC ST. PAULI
ROI
Totale eyeballs in all hummel channels : 1.054.166
Budget : 15.782 DKK
=> 0,015 DKK per eyeball

28. TAKE AWAY
PRIORITIZE & FOCUS
+
SHOW OFF RESULTS

29. OVER & OUT
SOCIAL MEDIA
&
HUMMEL
MALENE MAARBJERG RASMUSSEN
ONLINE COMMUNICATOR, HUMMEL
E-MAIL : MRAS@HUMMEL.DK
LINKEDIN : linkedin.com/pub/malene-maarbjerg-rasmussen