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