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Social media strategy: IKEA

February 8, 2010 1 comment

We hear a lot how companies are embracing social media to communicate and engage with their costumers. As I was looking for a brand that uses social media I found IKEA.

IKEA has developed several channels to communicate with customers online and build its brand:

  • Live support chat: a customer support chat is available 24 hours through the website within the US.
  • Online catalog: the PDF document allows people to circle items and zoom in to get a better view.  Also, readers can send and print specific pages to themselves or friends.
  • Virtual planner: people can download a program to their desktops and plan an entire room virtually from bedrooms to kitchens and even offices.
  • Facebook: IKEA has a Facebook page that is frequently updated with photos from IKEA and fans.
  • Website: IKEA fans have created www.ikeafans.com, a site that is not affiliated with IKEA in any way. The website was created to give more IKEA information than is available on the internet. Ikeafans has also an account on Twitter.

When IKEA opened a new store in Malmo, Sweden they announced it via Facebook. They decided to create an account for the store manager at the Malmo store. Over a two-week period, employees from IKEA started to upload showroom images to his Facebook photo album. People had the opportunity to use the “tagging” feature to locate items in the pictures and put their name on it. The first person to tag an object got to take it home. This campaign genereated buzz through out Facebook and users started including links and images in their own profiles and across news feeds. IKEA managed to promote its new store via its customers who were eager to spread the word.

This video describes the campaign in detail:

PepsiCo, Social Media and the Super Bowl

February 7, 2010 1 comment

Pepsi Ditches Super Bowl Ads for Social Networking Campaign“, “Pepsi’s Big Gamble: Ditching Super Bowl for Social Media“, ” Pepsi pick social media over Super Bowl ads“. These were some of the headlines that were circulating last year about Pepsi and its new marketing strategy during the Super Bowl game.

This may surprise many because Pepsi has advertised during the past 23 Super Bowl shows delivering ads featuring Cindy Crawford, Jackie Chan, Britney Spears, and Justin Timberlake among others. Now Pepsi is redirecting its focus and its resources to the Internet and has chosen to give away over $20 million in a social media campaign called The Pepsi Refresh Project. This project is an interactive website that looks for people, businesses, and non-profits with ideas that will have a positive impact in their communities.

Source: http://vator.tv/images/attachments/241209122031pepsi_refresh_project.jpg

According to ABC News, in Super Bowl ads from 1999 to 2009, Pepsi spent over $142 million to encourage consumers to drink the Pepsi brand. “Pepsi’s decision to pull its advertising from the Super Bowl telecast and concentrate on its Social Media strategy to try and create a movement will be the largest and most visible showdown between broadcast media and the Internet to date.”

Jessica Ong, director of online media and search for the Internet traffic measurement company Compete Inc., said “Pepsi made the right decision to shift ad dollars away from the Super Bowl and to social media. More than 83 percent visited Pepsi sites instead of those of rival Coke”

We will see later this week how this strategy payed off for Pepsi during the Super Bowl.