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#komfosummit
ALEXANDER ÅBERG
Bergendahls food
ANDREAS GRANATH
Oatly
”From local to global
-  Two retail perspectives
on social media rollout”
FROM LOCAL TO
GLOBAL
TWO RETAIL PERSPECTIVES ON SOCIAL MEDIA ROLLOUT
The change
From
•  No structure
•  Unclear strategy
•  Recycling print ads
•  Corporate/
commercial
To
•  Clear structure
•  Clear strategy
•  Creating content
•  Personal/relatable
The result
Operations
Analysis
Paid Social
Creative
Social Media
Manager
Strategy
City Gross
store
Concept Blueprint
Tailored
content
Analysis
11 countries
10 languages
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
Brief Copy Feedback Approval Publish Monitoring MeasureTranslation Approval Images
KOMFO SUMMIT 2017 - Alexander Åberg & Andreas Granath

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