IKEA & Social MediaJasper van den Dungen Lotte WinkelMerijn Suijkerbuijk Lars Lommers

What are Social Media? IKEA IKEA & Social Media Opportunities

Discussion Points

A collective noun for all the internet applications that allow to share information in a user-friendly way.

Social Media

Strengths: very timely the viral effect the wisdom of the crowd

Weaknesses: good initiatives can miscarrybad publicitynot always reliable

Strengths and weaknesses

History Founded in 1943 INGKA Holding BV First store in 1958 Europe: 1970s

Products Furniture Houses, flats Family Mobile

IKEA

Manufacturing Suppliers in 50 countries 2/3 from Europe, 1/3 from Asia

Social Initiative UNICEF & Save The Children ECOSOC, New York 16.7 million Euros

IKEA

Figures Profit: 2.5 Billion Euros Turnover: 23 Billion Euros  The top 5 countries: Germany 16% United States 11% France 10% United Kingdom 7% Italy 7%

IKEA

Fansite

Virtual planners

Social networking

Twitter

Online catalog

IKEA & Social Media

Fansite◦ Ikeafans.com◦ 130,000 fans and followers

Virtual planner◦ Plan an entire room◦ Ties directly to purchases

IKEA & Social Media

Social Networking◦ Facebook, ◦ IKEA USA, 84,000 fans◦ Europe

Twitter◦ Direct customer contact◦ Not very popular◦ Corporate strategy and social media guidelines

IKEA & Social Media

Online catalog◦ Interactive◦ Send and print specific pages

IKEA & Social Media

Marketing Mix

Advertising

Social Media

Opportunities

Advertising

Advertising

Marketing Mix

Advertising

Social Media

Opportunities

74% Mothers thrust real-life recommendations

96% <30 use social media Generation Y

“Register and receive a free buggy!”

Quinny

Origin of Facebook FaceMash

Hot or Not

Hot or Not

Are there any questions left?

Thank you for your attention!