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IKEA Russia
Alexander OvechkinDigital Communications Manager
Sergey RodionovSocial Media Specialist
Building a meaningful brand experiencein social media
IKEA’s goal is to create a better everyday life for the many people
We are curious about life at home
We offer more than products - we provide inspiration and complete solutions
IKEA VALUES
POSITIVITY AND FUN
HUMBLENESS / “DOWN TO EARTH” ATTITUDE
DEMOCRATIC DESIGN / VALUE FOR MONEY
SIMPLICITY: HOME FURNISHING IS EASY!
SWEDISHNESS
SUSTAINABILITY
Vkontakte Odnoklassniki Facebook
74k fans
Mostly traditional and family-oriented Russians interested in home comfort
55k fans
Trendy Russians, interested in creative ideas and quality content
250k fans
The most active community of IKEA fans, with real-time support from the IKEA Call Center
We are present in 3 different social networks with a total base of 370k fans
SOCIAL MEDIA PRESENCE
HOME FURNISHING EXPERTISE
IKEA FAMILY
SUSTAINABILITY
LIVING WITH CHILDREN
SWEDISHNESS
FUN & ENTERTAINMENT
HR-BRAND
COMMERCIAL ACTIVITIES
CONTENT PILLARS
HOME FURNISHING EXPERTISE SUPPORT
CONTENT PILLARS
“Ask IKEA designer” «How to»
HOME FURNISHING EXPERTISE SUPPORT: INSPIRATION
CONTENT PILLARS
IKEA FAMILY SUPPORT
CONTENT PILLARS
Digest of most watched materials Special offers for IF-members support
SUSTAINABILITY
CONTENT PILLARS
Posts with products driving Sustainability Posts with useful advises
LIVING WITH CHILDREN
CONTENT PILLARS
Posts with products Posts, driving discussions, polls
MARKETING SUPPORT: TVC
CONTENT PILLARS
MARKETING SUPPORT: Digital and integrated projects
CONTENT PILLARS
CONTENT PILLARS
MARKETING SUPPORT: PR-EVENTS
MARKETING SUPPORT: SHKOLA REMONTA
CONTENT PILLARS
SWEDISHNESS: SWEDISH TRADITIONS, HOLIDAYS
CONTENT PILLARS
SWEDISHNESS: IKEA FOOD
CONTENT PILLARS
FUN: WITH FOCUS ON FOME FURNISHING
CONTENT PILLARS
FUN: RELEVANT POSITIVE CONTENT
CONTENT PILLARS
FUN: SITUATIONAL POSTS
CONTENT PILLARS
FUN: SITUATIONAL POSTS
CONTENT PILLARS
FUN: SITUATIONAL POSTS, “THE DRESS”
CONTENT PILLARS
FUN: POLLS / PROVOKING DISCUSSIONS
CONTENT PILLARS
HR BRAND SUPPORT
CONTENT PILLARS
IKEA offers to potentional employees Stories of success
HR BRAND SUPPORT: Q&A POSTS WITH IKEA EMPLOYEES
CONTENT PILLARS
DRIVER FORMATS: DIFFERENCE OF CONTENT &TONE OF VOICE BETWEEN SOCIAL NETWORKS
CONTENT PILLARS
VKONTAKTE
• POSTS WITH FOCUS ON IKEA VK-COMMUNITY LIFE (POSTS WITH UGC, SPECIAL POLLS ETC.)
• TONE OF VOICE: FRIENDLY, PLAYFUL
FACEBOOK•POSTS WITH FOCUS ON BUSINESS SOLUTIONS•TONE OF VOICE
ODNOKLASSNIKI•POSTS WITH FOCUS ON LIFE AT HOME, FUN AND TRADITIONAL VALUES (SOLUTIONS FOR A FAMILIES, LIVING WITH CHILDREN ETC.)•TONE OF VOICE: FRIENDLY, PLAYFUL, COMPREHANSIBLE
LIFE OF COMMUNITY
DRIVER-FORMATS
IKEA FOR YOUR ENTERPRISE
IKEA FOR YOUR FAMILY
DRIVER FORMATS: VK. PROVOKING UGC ACTIVITY: “YOUR IDEAS”
CONTENT PILLARS
DRIVER FORMATS: VK. USERS ACKNOWLEDGMENT
CONTENT PILLARS
DRIVER FORMATS: FACEBOOK. IKEA FOR YOUR BUSINESS
CONTENT PILLARS
‘’IKEA solutions for wedding salon’’ ‘’IKEA solutions for storage’’
DRIVER FORMATS: ODNOKLASSNIKI. IKEA FOR YOUR FAMILY
CONTENT PILLARS
IKEA is friendly to your kids Family-oriented content
TAKEOUTS
MAKE YOUR CONTENT UNIQUE TO YOUR BRAND
FIND THE RIGHT BALANCE OF CONTENT
HR BRAND: OFFER AN INSIDE LOOK INTO YOUR COMPANY
CELEBRATE USER’S ACTIVITY & CREATIVITY (ex?)
TAKE ADVANTAGE OF SITUATIONAL MARKETING
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