The JYSK approach to social media. Everything from expert advice and IT-guys dressed in tailored suits to cats, fairy tales and competitions - all related to sleeping.

2. UNLOCKING THE POTENTIAL
OF SOCIAL MEDIA
From a #JYSK perspective

3. AGENDA
 Short intro to JYSK and yours truly
 The WHY
 The WHAT
 The HOW
 Anchoring & ownership
 Happy customers
 The RESULTS
 The NOW WHAT?
 Questions / comments

4. ANDERS LUNDE

6. JYSK NORDIC Dänisches Bettenlager JYSK Franchise
Denmark 97 United Kingdom 12
Norway 80 Slovenia 19
Sweden 134 Croatia 37
Finland 68 Bosnia-
Herzegovina
12
Poland 169 China 9
Czech Republic 69 Serbia 23
Hungary 71 Ukraine 24
Netherlands 75 Bulgaria 4
Slovakia 35 Romania 16
Germany 905
Austria 83
Switzerland 45
France 26
Italy 36
Spain 36
Iceland 5 Macedonia 1
Faroe Islands 1 Armenia 1
Canada 54 Indonesia 1
Latvia 9
Lithuania 10
Estonia 8
Greenland 6
Kosovo 4
Kazakhstan 1
JYSK GROUP
As of September 2,186 stores.

7. THE WHY
WHY DO WE WANT TO BE ON
SOCIAL MEDIA IN THE FIRST PLACE?

8. SOCIAL IS ALL ABOUT…

10. STRATEGY 1+2
 Getting closer to the customer
 And letting the customer get closer to JYSK
 Good and bad criticism
 Customer service
 Unhappy -> Happy customer
 JYSK is more than just another retail giant
 Branding
 As a company and work place
 Experts in sleeping culture
 Attract a younger target group
 Employer branding
 Recruitment
 Retention

11. STRATEGY 3
 Commercial marketing channel
 Both these guys are screaming the same thing

12. THE WHAT
WHAT IS IT THAT WE HAVE THAT
OTHERS ARE INTERESTED IN
TALKING TO EACH OTHER AND US
ABOUT?

13. BRAND RELEVANCE

14. GREAT OFFERS & SLEEP

15. THE HOW
WHAT TO POST AND IN WHICH
CHANNEL(S)?

16. ASK NOT….
….what your community can do for YOU, but what YOU can
do for your community!

17. RELEVANT CONTENT

18. THE EBCs OF SOCIAL MEDIA
CONTENT GENERATION
ngage
rand
onvert
E
B
C

19. CONTENT CATEGORIZATION
Expert Commercial
knowledge
Nostalgia
Off brand
Humour

20. ENGAGING THE CUSTOMERS

21. ENGAGING THE CUSTOMERS
 Lars Larsen
 1200 designs
 5400 votes
 One winner!
 Available in
stores in Dec

22. BRANDING CONTENT

23. CONVERSION

24. ANCHORING &
OWNERSHIP

25. ANCHORING &
OWNERSHIP

26. CUSTOMER SERVICE

27. CUSTOMER HAPPINESS
MODEL
Store/
DC
JYSK
SoMe
Customer

Customer
Service
Customer

Customer JYSK
SoMe
1 a) Enquiry is solved directly with customer or
2
b) forwarded to store or c) distribution center
to take action.
Store or DC/Customer Service contacts
customer to solve issue.
3 Confirmation to SoMe that issue is solved
and customer is happy! Consequently, SoMe
makes sure that this is visible on FB

28. ACROSS CHANNELS
POS
CP TV

29. LET YOUR EMPLOYEES BE
HEARD!

30. RULES & GUIDELINES
 Loyalty obligation
 According to JYSK Values / act as a JYSK ambassador
 Why social media in JYSK
 Keep yourself informed
 Use it for work related commercial purposes
 Not for private stuff during work hours
 Official channels and spokespeople
 Good advice
 Do’s and dont’s
 Possible consequences

31. THE RESULTS
IS IT WORTH IT?
MEASURE AND DOCUMENT!

32. STRATEGY 3
 Commercial marketing channel
 Both these guys are screaming the same thing

33. CRUNCHING NUMBERS

34. MEASURE & DOCUMENT
 KPIs
 Traffic, sales, NL signups (conv. pixels)
 Likes
 PTAT
 Reach
 Branding value
 Visits
 Orders
 Turnover
 Conv. Rate
 Ads ROI

35. SOCIAL MEDIA DASHBOARD

36. THE NOW WHAT
WHERE DO WE GO FROM HERE?
THE BIG WINS ARE YET TO COME…

37. ALWAYS ON
http://facebook.com/A.Lunde
http://about.me/anderslunde
http://dk.linkedin.com/in/anderslunde
http://twitter.com/#!/Anders_Lunde
http://instagram.com/anders_lunde/
http://pinterest.com/anderslunde/
http://foursquare.com/anders_lunde
http://gplus.to/anderslunde
alu@jysk.com / +45 2335 4198