The document provides a summary of a social media strategies presentation for Ikea. It includes a situation analysis identifying opportunities and threats. It outlines Ikea's brand positioning and audits their current social media channels. It proposes segmentation of customers into personas and mapping their buyer journey. The presentation recommends targeted content pillars and campaigns across channels to drive awareness, engagement, customer retention and advocacy. It provides an editorial calendar and evaluates social media strategies using key performance indicators.
IKEA is a Swedish multinational group of companies that designs and sells ready-to-assemble furniture (such as beds, chairs and desks), appliances and home accessories. It has been the world's largest furniture retailer since at least 2008.
The Customer Journey applied to the buying and shopping experience at IKEA: from the wow moment to the how moment.
Step by step as an example how to make the customer journey an interesting and useful tool.
Pull & Bear was established in 1991 as a result of a market diversification initiated by the Inditex Group to provide a strategic response to its direct competitors.
The Brand initially catered to a younger generation between the age group of 15 to 30years, who demanded a fashion influenced by international trends that quickly adapted
to their needs, while maintaining the quality and price.
The fashion industry has traditionally met the growing demand of women’s fashion and has ignored men’s need of style and comfort. In early 2011, Pull&Bear launched the Heritage collection, a range which catered to men in thirties.
In order to gain market share in the mens wear segment and to maintain the increasing demand of men’s collection from our younger brand loyal customers, a two step medium
term marketing plan is formulated which focuses on:
The Marketing Audit, which analyses current organisation and marketing objectives,strategy, tactics, implementation targets. (The tool used in this step is SOSTAC to
give some structure to the plan).
The evaluation report, which details with the feasibility of the marketing plan in regards to segmentation, targeting, positioning (STP) and providing recommendation
IKEA is a Swedish multinational group of companies that designs and sells ready-to-assemble furniture (such as beds, chairs and desks), appliances and home accessories. It has been the world's largest furniture retailer since at least 2008.
The Customer Journey applied to the buying and shopping experience at IKEA: from the wow moment to the how moment.
Step by step as an example how to make the customer journey an interesting and useful tool.
Pull & Bear was established in 1991 as a result of a market diversification initiated by the Inditex Group to provide a strategic response to its direct competitors.
The Brand initially catered to a younger generation between the age group of 15 to 30years, who demanded a fashion influenced by international trends that quickly adapted
to their needs, while maintaining the quality and price.
The fashion industry has traditionally met the growing demand of women’s fashion and has ignored men’s need of style and comfort. In early 2011, Pull&Bear launched the Heritage collection, a range which catered to men in thirties.
In order to gain market share in the mens wear segment and to maintain the increasing demand of men’s collection from our younger brand loyal customers, a two step medium
term marketing plan is formulated which focuses on:
The Marketing Audit, which analyses current organisation and marketing objectives,strategy, tactics, implementation targets. (The tool used in this step is SOSTAC to
give some structure to the plan).
The evaluation report, which details with the feasibility of the marketing plan in regards to segmentation, targeting, positioning (STP) and providing recommendation
The presentation analyses IKEA's Business Model as a cost leadership. How can IKEA win over other furniture competitors to become one of leading companies and distribute their products all over all world ? Let's take a quick look
The Amazing Digital Transformation Of IKEA: Virtual Reality, Apps & Self-Driv...Bernard Marr
Swedish furniture giant IKEA is changing products, services and investments to be more competitive and relevant in the digital age. They are in the midst of a digital transformation that should make the company more appealing to a broader customer base. From AR apps that allow customers to “try” products in their home to the Space10 innovation lab, IKEA recognizes they must adapt to what consumers want and need in the future.
Report: Integrated marketing communications plan WeveIan Adams
Presentation: http://www.slideshare.net/adamsian3/presentation-integrated-marketing-communications-plan
In this report, an integrated communications strategy will be devised for mobile commerce based on the organisation WEVE, who are a joint venture between EE, telefonica (O2) and Vodafone, the three biggest mobile network providers in the UK.
A case study to discuss the unique business model of Li & Fung, the role of IT adopted in its business. Being a middlemen, is Li & Fung under threat from technology since IT makes intermediaries redundant?
Information Technology Module.
De Inbound Marketing Blauwdruk legt een fundament onder je Leadgeneratie ambities en is tevens het vertrekpunt voor het implementeren van Marketing Automation software. Let op dit is een TEMPLATE met fictieve data.
The presentation analyses IKEA's Business Model as a cost leadership. How can IKEA win over other furniture competitors to become one of leading companies and distribute their products all over all world ? Let's take a quick look
The Amazing Digital Transformation Of IKEA: Virtual Reality, Apps & Self-Driv...Bernard Marr
Swedish furniture giant IKEA is changing products, services and investments to be more competitive and relevant in the digital age. They are in the midst of a digital transformation that should make the company more appealing to a broader customer base. From AR apps that allow customers to “try” products in their home to the Space10 innovation lab, IKEA recognizes they must adapt to what consumers want and need in the future.
Report: Integrated marketing communications plan WeveIan Adams
Presentation: http://www.slideshare.net/adamsian3/presentation-integrated-marketing-communications-plan
In this report, an integrated communications strategy will be devised for mobile commerce based on the organisation WEVE, who are a joint venture between EE, telefonica (O2) and Vodafone, the three biggest mobile network providers in the UK.
A case study to discuss the unique business model of Li & Fung, the role of IT adopted in its business. Being a middlemen, is Li & Fung under threat from technology since IT makes intermediaries redundant?
Information Technology Module.
De Inbound Marketing Blauwdruk legt een fundament onder je Leadgeneratie ambities en is tevens het vertrekpunt voor het implementeren van Marketing Automation software. Let op dit is een TEMPLATE met fictieve data.
12 Marketing principes van Jeroen Hubert van IKEA uit de NIMA Marketing Execu...Energize
Exclusief voor beslissers in marketing van de NIMA Top Marketing Club, werd er op 15 mei jl. het Marketing Executive Diner georganiseerd.
Tijdens deze bijeenkomst sprak Jeroen Hubert, Global Marketing Communication Manager bij IKEA over zijn overtuigingen op leiderschap en marketing aan de hand van twaalf statements.
Jeroen Huberts was onder meer werkzaam bij Friesland Campina en PepsiCo, maar raakte vooral bekend als marketingmanager van Wehkamp.nl. Daarna trad hij aan bij IKEA als Country Marketing Manager IKEA Nederland waar hij met zijn team een inhaalslag heeft gemaakt op het vlak van digital, data analytics en e-commerce.
In deze presentatie vind je de 12 persoonlijke marketingprincipes die je ook zelf kunt toepassen in de executie van je strategie.
This report express you the service marketing strategies used by the IKEA, the furniture franchiser to be success. This covers the scope of the business, strategies used by them and final conclusion about their strategies. I suggest you to read about the entrepreneur's life story as it is an inspirational story to all others who have big dreams with their lives.
Mapping the customer experience: innovate using customer experience journey mapsJoyce Hostyn
Do you know what your organization looks like from your customer’s perspective? In the digital age, silos and organizational bureaucracy manifest themselves through your digital presence. You can bridge these silos and overcome a bureaucratic inside-out mindset by visualizing the customer (learner, elder, citizen, patient, employee) experience through a customer experience journey map that captures both actual and emotional aspects of the customer experience. Then, map in hand, you can use it to design great outside-in customer experiences for your organization.
La Personnalisation est sans conteste le « buzzword » du moment, au croisement des problématiques autour du Big Data et du marketing digital. Au-delà des grandes théories, comment apprivoiser la personnalisation et traduire la stratégie en actions ? Comment la mettre au service du business tout en offrant une expérience enrichissante pour le consommateur ?
Depuis 3 ans, DigitasLBi et Adobe travaillent au cœur de cette problématique et mettent la personnalisation en pratique pour de grandes marques. Nous décrypterons ensemble différents cas emblématiques, analyserons les opportunités et les risques, et définirons les stratégies gagnantes… Pour passer du mythe à la réalité.
Content Marketing Presentation to Diploma in Online Marketing, Sales and Digital Strategy for DBS. Covers the content marketing process and goes through b2b and b2c case studies.
#ALLINtegrated - Yosi Heber - ¿Estrategias Multicanal? Descubri las más efect...amdia
Revolutionize Your Existing Marketing By Integrating Mobile/Social/Web! 10 Strategies & 24 Case Studies.
Yosi Heber, Founder & President de Oxford Hill Partners, en #ALLintegrated, by amdia. www.amdia.org.ar/allin
Webinar: How to Manage Social Media in a CrisisFalcon.io
As marketers, we know that we need a plan for what to do in case of an emergency. And yet, we all seem to be taken off guard with the COVID-19 pandemic situation we face today. What role should marketing and communications leaders play in the development of a response? What are the most critical actions to take now? Our hope is that we can help you quickly develop (or review) a response plan — and ideally learn something about planning for future crises in the process.
In this webinar, industry and emergency management expert, Andrew Boyarsky, President at Pinnacle Performance Management and Clinical Associate Professor at NYU joins us with his perspective on why businesses everywhere need to take a step back and reevaluate their strategy.
Watch full webinar: https://www.falcon.io/webinars/social-crisis-management/
Unlocking brand value with social communitiesSTATSIT
Online brand communities can deliver consumer engagement, loyalty and become a major force for driving revenue. We will be investigating how to evaluate your social community and how to systematically develop it for brand growth. I will be sharing our latest findings from a joint study with WFA (World Federation of Advertisers) and immediate steps you can take to improve your return on social.
The small team in STATSIT has collected over hundreds of millions of social media conversations since 2008, manually classified around 200,000+ of them and conducted over 1,500 projects for over 170 brands.
article 6 march 2020 A Study on Perception of Consumers towards Marketing.pdfEducational
Studies in Indian Place Names
(UGC Care Journal)
ISSN: 2394-3114
Vol-40-Issue-60-March-2020
P a g e | 3031 Copyright ⓒ 2020 Authors
A Study on Perception of Consumers towards Marketing of Organic Products in Digital Platform
Uma .K1,
Article 6 A study on perception of consumers towards marketing of organic p...Dr UMA K
Dr. UMA K (2020) “Studies in Indian Place Names” paper entitled “A study on perception of consumers towards marketing of organic products in the digital platform”, in one day International National Conference, organized by the Department of Commerce, school of commerce, Jain (Deemed –to –be University) JGI knowledge campus, Bengaluru, Impact Factor–6.3, ISSN: 2394-3114, published on UGC and ISSN approved Journal in care listed on March 2020, Vol 40, Issue 60, Page. No 3031- 3044.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
2. SITUATION ANALYSIS
purpose-driven
consumer insights
diversified & dynamic content
thought leadership
interactive media
converged media
incomplete story
social responsibility engagement
inconsistent postings
dialogue & CTA
customer service
more awareness of CSR, solar panels
more real time marketing, including geo-
targeted ads & referrals
crowdsourcing & co-creation
multi-channels for customer service
content proliferation
inundated ads
consumer behavior - attention deficit
technology - average household
connected to 5 devices
Opportunity
Fuel Friction
Threat
INTERNAL
EXTERNAL
4. BRAND AUDIT- Social Media Channels
USA 4,5M 358K 241,6K 503K 553K 16,7K 62,3K
Recommend
ations
Dialogue
CTA -
interactive
catalog, app
Real-time
marketing.
Reach out to
individual
customers to
resolve
customer
service issues.
Keep
profile
updated.
Editorial
Calendar.
Post more
about what
customers
like.
Answer
customers.
Editorial
Calendar.
Close
profile.
Close profile.
Use content
for other
profiles.
Increase length
of content.
Upload more
home
makeovers.
Editorial
Calendar.
7. GOAL
Drive awareness and engagement to
influence consumer behavior, reinforcing
Ikea’s values for sustainable living and
humanitarian causes.
2016 Objectives
generate 2M leads
from social channels
increase user-
generated content by
15% through contests
and crowdsourcing
Q1
Q2
Q3
drive new customer
acquisition by 10%
through referrals and
social campaigns
Q4
extend
customer
lifetime value
to 7 years
8. 360 DEGREE VIEW OF CUSTOMER
compelling stories
optimized content
marketing
filter and funnel
behavioral targeted
messaging reaches
right audience
Purpose
segmentation,
targeting, positioning
storyboard of buyer
persona
affinity mapping
customer journey
consumer insights
brand resonance
engagement and trust
more social signals
increased leads and
conversion
Strategy Impact
9. segmentation
positioning
targeting
home furnishing and decor
alternative energy
organic foods
well-being and
happiness
life improvement
American dream
high style, great value
independence
innovation
smart solution
40% families
30% students
20% singles
10% businesses
10. BUYER PERSONA
MARY
working mom
organizational tips and
multi-functional products.
affordable, stylish furniture for beautiful
home, entertaining and taking care of
family. organic foods, sustainable fish.
causes empowering women’s and
children’s rights.
Ikea Solutions
Concerns
life-work balance
needs to prevent
overspending
savings for kids’
education
credit card debt
pesticides
pinning recipes on Pinterest
reading self-help books
Elle Decor, interior design.
Oprah, Dr. Oz, mommy
groups. volunteers at
Women’s shelter.
Challenges
Interest & Influence
Values
Hang out
Profile
Goals & Needs
Barriers to Purchase
44-year old mom, married
with 2 kids. household
income $90K.
reduce clutter
improve safety
nice place for parties
storage for kids’ toys
find ideas to organize closet
price, time, location
unethical business
practices, e.g child labor
FB. Pinterest
Instagram
meetups, mobile
education
good health
women empowerment
11. BUYER PERSONA II
Profile Dreams
Interests & Influence Values Hang out
Goals & Needs
Challenges
Barriers to
Purchase
Ikea Solutions
20-year old junior at Cal,
majoring in Environmental
Studies.
join Greenpeace, and become an
attorney for Earth Justice.
RYAN
student & activist
hiking, biking, video games
Kant’s self-sovereignty,
Gore’s Inconvenient of Truth
move out of co-op with
feminist girlfriend.
save money for security
deposit. recruit students
from De-Cal class for Earth
Day. stage demonstrations
across campus and take
over Wheeler Hall.
pushback from authorities
and others who resist
disruption and dissent.
price, waste, corporate
greed, unethical
business practice
freedom, opportunities
champion the underdog
man is the measure of all things
reddit, google+, FB,
Tumblr, Twitter, bars,
KALX college radio
300 products that save environment. sustainable designs
reduce carbon footprint. reduce, re-use, and renewable
energy: solar panels, wind turbines
. flat pack solar-powered refugee
housing. long-form content, e.g.
white papers, documentary on
green initiatives: climate change,
IWAY compliance for labor
regulations in supply chain.
13. MAPPING CONTENT TO JOURNEY
AWARENESS
Goal: Inform and educate,
show thought leadership.
Experience: Discover and
learn.
Monday: Post facts, tidbits
and trivia/quizzes about green
initiatives and humanitarian
program.
Other content:
Documentary, white papers,
reports, e-guides, editorial
content, infographics, third-
party content...
CONSIDERATION &
PURCHASE
Goal: Inspire and solve
problems.
Experience: Overcome
challenges and customer is
being listened to.
Tuesday: Tips, tutorials, how-
to-guides, and product
updates. Proactive content
that addresses customer
service issues.
RETENTION & ADVOCACY
Goal: Listen, connect and gain consumer insight.
Experience: Build trust, and make customers feel
important and special.
Wed: Ask questions, solicit suggestions, vote for best
green solutions. Rotate with vote for best charities that
empower women and children.
Goal: Let customer express their dreams and aspirations.
Thurs: Ask customers to share their stories by uploading
photos, videos, user-generated content. For green
campaign, upload videos for contest.
Goal: Emotional engagement - gratitude, empathy
Experience: make customers feel valued and
appreciated
F: Post 10-second thank you videos, or brief messages
on social channels. Promote via rewards and referrals.
14. CONTENT PILLARS- Purpose & Impact
case study - white paper / report / survey
how-to-guides
videos / slideshare / interviews
blogs
social media
infographics
emails
Repurpose content
Derivative assets on same
topic / theme
Builds story
and amplifies messaging
Engagement with
consistent readership /
viewership
SEO / drives traffic for
search & long-term
higher ranking.
15. CONTENT PILLARS- Campaigns Focused
Customer
Stories
Community Website
allows customers to
share/post
photos/videos/ideas
through the website,
and other social media
channels
Customer
Support
Ikea Staff provides
solutions
Community-driven
solutions
@IkeaUSACare
Pre-and post purchase
support videos
3rd Party
Curated Industry
Share stories of the
Ikea Foundation
partners
Share updated trends
of sustainability
Share updates of
refugee, children,
women lives
Real Time
Content
UNEP Environmental
Action
Motion for Action
Climate Change
Summit 2016
(COP 22)
16. SOCIAL CAMPAIGNS
Q1
Refugee &
Children Life
Q2
Sustainable Life
at home
Q3
Empowering
women & Girls
Q4
Climate Change
#GreenMyHouseContest
#GoGreenChallenge
#WordstoRefugees
#WarmthforWomen
17. Frequency of Distribution
15% 30% 30% 5% 20%
Content
Pillars
Campaigns,
Events,
Promotions
Customer
Stories
Customer
Support
3rd Party Curated
Industry
Real Time
Content
18. EDITORIAL CALENDAR- 1 day
Time
8-9am Blog post Ikea Staff solutions Infographics
9-10 am
10-11am Photo
11-12 am 3rd party stories Video
12-1pm Solutions: how to guide
1-2 pm Infographics
2-3 pm Fans Stories
3-4pm Infographics
4-5pm Fan Photo
5-6 pm Campaign
7-8 pm Campaign
8-9 pm Blog post 3rd party stories
9-10 pm Fans Stories Campaign
10-11 pm
20. SOCIAL MEDIA TEAM
Roles Responsibilities
Chief Content Officer Ultimate responsible of the Content Strategy and lead of CCE.
Managing Editor Responsible of content: In charge of the entire content supply chain
operation.
Editors In charge of the different channels.
Community Managers Manage media channels.
Analysts Extract insights to improve content performance.
21. EVALUATION- Social Media KPI’s
★ Reach: Fans and followers → demographics and
psychographics!
★ Engagement: Likes, favorites, comments, mentions,
sentiments, reviews, viewership
★ Amplification: Shares, retweets.
★ Clicks: Successful content
★ Conversion: Sales revenue, leads (number, cost),
referrals.
22. EVALUATION- Quantitative Metrics
★ Sales Revenue from Inbound Marketing
★ Net profit
★ ROI (audience touched, leads, opportunities, sales) - from the
pipeline
★ Customer lifetime value (conversion, retention, product)
★ Customer cost of acquisition