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Sociale Medier
- kom tættere på kunderne
Eva Fog Bruun
Head of Brand Strategy & Market Research
3. april 2014
I dag
Hvorfor engagerer VELUX Gruppen sig i
social media?
VELUX Social media strategi
Social media strategien i praksis
3/4/2014
Sociale medier - kom tættere på kunderne
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VELUX Gruppen
Etableret i 1941
Ejet af VKR Holding
VKR Holding 2013
Omsætning: 16,4 mia. DKK
Resultat efter skat: 0,8 mia. DKK
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Sociale medier - kom tættere på kunderne
3
VELUX Gruppen
39
salgsselskaber
11
produktionsselskaber
10.000
medarbejdere
Hvad vi producerer
3/4/2014
Sociale medier - kom tættere på kunderne
Hvad vores kunder køber
5
Vores vision
At føre an i udviklingen af bedre boliger
med dagslys og frisk luft gennem taget
og at blive anset som de bedste af vores
kunder
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From shout to listen
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VELUX Gruppen i 2010
VELUX produkter er
low-involvement, og
dem skriver folk ikke
om på sociale
medier…
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Sociale medier - kom tættere på kunderne
Social media
er kun for
Fast Moving
Consumer Goods
8
VELUX online presence 2010
+ Produkter
+ Lys, luft og bedre hjem
MEN …
- Mennesker
- Interaktion
- Sharing
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Reality check…
Folk derude taler om vores brand…
Hate this rain on
velux windows.
2011-08-08 00:18
The rain on my
velux window
above my bed from
the rain is SO
fucking loud
2011-09-05 00:20
Listening to the
rain playing "we
will rock you" on
my fucking veluxwindows.
2011-08-08 21:02
Woken up by rain!
note to self - don't
buy another house
with velux
windows..
Hope I get sleep
tonight, velux
window in your
bedroom in rainy
England!!!!
Not a good idea!!!
2011-08-08 21:09
Bloody velux
windows are no gud
in this weather,like
tryin to sleep in a
wheelie bin,noisy
as.........!!!
2011-08-11 04:39
Rain on my
Velux window,
you are making
me need a wee!
Kindly stop this!
2011-09-05
00:13
2011-08-11 04:17
Hate loud heavy
rain on our velux
windows.. shht!
2011-08-10 21:39
3/4/2014
Sociale medier - kom tættere på kunderne
10
Reality check…
Folk derude taler om vores brand…
Hate this rain on
velux windows.
2011-08-08 00:18
…Var der nogen, som
talte om lav interesse
produkter?!
The rain on my
velux window
above my bed from
the rain is SO
fucking loud
2011-09-05 00:20
Listening to the
rain playing "we
will rock you" on
my fucking veluxwindows.
2011-08-08 21:02
Woken up by rain!
note to self - don't
buy another house
with velux
windows..
Hope I get sleep
tonight, velux
window in your
bedroom in rainy
England!!!!
Not a good idea!!!
2011-08-08 21:09
Bloody velux
windows are no gud
in this weather,like
tryin to sleep in a
wheelie bin,noisy
as.........!!!
2011-08-11 04:39
Rain on my
Velux window,
you are making
me need a wee!
Kindly stop this!
2011-09-05
00:13
2011-08-11 04:17
Hate loud heavy
rain on our velux
windows.. shht!
2011-08-10 21:39
3/4/2014
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11
Så….social media er ikke kun for FMCG!
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“Put a face on the VELUX machine”
Show your
interest in
me as a
customer
Kunderne efterspørger en tættere relation
I don’t want
t-shirts and pens,
I want a heart
and a soul
VELUX should be
more present,
more informative
and more
supportive
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VELUX social media strategi
En vision der definerer vores
social media ambitioner
Et “framework” for hvordan
VELUX Gruppen lykkes med
social media visionen
En værktøjskasse til planlægning
og scoping af social media
aktiviteter
En klar fordeling af ansvar
mellem salgsselskaber og
hovedkontor
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Social media strategy map
Corporate Vision
To lead the development of better living environments with daylight and fresh air through the roof
and to be rated as the best in the eyes of our customers.
Social Media Vision
Through the use of social media we aim to show the human face of the VELUX Group and engage in a peer-to-peer dialogue
with relevant stakeholders to collaborate, inspire, influence, and grow our business. All VELUX people shall within their field of
expertise be empowered to engage in an open dialogue about the VELUX Group, our products, and our business.
Show the people
behind the products
Empower the
organisation to facilitate
dialogue around key
agendas
3/4/2014
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15
Social media strategy map
Corporate Vision
To lead the development of better living environments with daylight and fresh air through the roof
and to be rated as the best in the eyes of our customers.
Social Media Vision
Through the use of social media we aim to show the human face of the VELUX Group and engage in a peer-to-peer dialogue
with relevant stakeholders to collaborate, inspire, influence, and grow our business. All VELUX people shall within their field of
expertise be empowered to engage in an open dialogue about the VELUX Group, our products, and our business.
Social Media Objectives 2014
1) Grow qualified awareness
2) Start driving conversion
3) Foster advocacy
End-users & Employees
Installers & Dealers
Specifiers & Opinion leaders
Inspire and engage in dialogue
about products, design & home.
Provide knowledge
and engage in dialogue about
VELUX products and solutions.
Provide useful and visionary
solutions for the future.
Activate tools and assets.
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6 redaktionelle content spor
Products
History
Showcasing our heritage
Events &
sponsorships
Let’s own the inspiration process
Daylight &
Architecture
Supporting a sustainable lifestyle
The way we see the world
People
Design
The Rock Stars behind the scenes
The VELUX way of living
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Social media “framework”
Engage
Share
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Share
Engage
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Social media “framework”
Engage
in products
(Talk)
Products
Sales
E-commerce
Share
knowledge
(Connect)
(Collaborate)
Interest
Community
Practice
Community
Share
inspiration
Public Affairs
CSR
(Listen)
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Sociale medier - kom tættere på kunderne
Engage
in agendas
19
Social media “framework”
Engage
in products
(Talk)
Products
Sales
E-commerce
Share
knowledge
(Connect)
(Collaborate)
Interest
Community
Practice
Community
Share
inspiration
Public Affairs
CSR
(Listen)
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Engage
in agendas
20
Social media “framework”
Engage
in products
(Talk)
Products
Sales
E-commerce
Share
knowledge
(Connect)
(Collaborate)
Share
Jeg Interest
må sige, at #Twitter
inspiration
service
på @veluxitalia
er
Community
extraordinær. Fra tweet til
aftalen på mindre end én
dag! Wow
Practice
Community
Public Affairs
CSR
(Listen)
3/4/2014
Sociale medier - kom tættere på kunderne
Engage
in agendas
21
Social media “framework”
Engage
in products
(Talk)
Products
Sales
E-commerce
Share
knowledge
(Connect)
(Collaborate)
Interest
Community
Practice
Community
Share
inspiration
Public Affairs
CSR
(Listen)
3/4/2014
Engage
in agendas
22
Social media “framework”
Engage
in products
(Talk)
Products
Sales
E-commerce
Share
knowledge
(Connect)
(Collaborate)
Interest
Community
Practice
Community
Share
inspiration
Public Affairs
CSR
(Listen)
3/4/2014
Sociale medier - kom tættere på kunderne
Engage
in agendas
23
Social media “framework”
Engage
in products
(Talk)
Products
Sales
E-commerce
Share
knowledge
(Connect)
(Collaborate)
Interest
Community
Practice
Community
Share
inspiration
Public Affairs
CSR
(Listen)
3/4/2014
Sociale medier - kom tættere på kunderne
Engage
in agendas
24
Social media “framework”
Engage
in products
(Talk)
Products
Sales
E-commerce
Share
knowledge
(Connect)
(Collaborate)
Interest
Community
Practice
Community
Share
inspiration
Public Affairs
CSR
(Listen)
3/4/2014
Sociale medier - kom tættere på kunderne
Engage
in agendas
25
Social media enablers
Organisering
Kompetencer
Værktøjskasse
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Værktøjer
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Tracking
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Organisering og kompetencer
Corporate Taskforce
Corporate Editorial team
Definition af ansvar - globalt og lokal
Soc. Med. Projektlederforum
Workshops
Telekonferencer
Nyhedsbreve
Samlet overblik over
Facebook feeds
Fælles Facebook
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Learnings
KISS – start i det små
Involver på tværs af
organisationen
“If you choose to
engage, you have to
accept that there
are challenges”
Nick Smith, Accenture
VELUX visit, April 2011
Ressourcer er en kritisk
faktor
“You can’t be half pregnant”
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Tak for opmærksomheden!
Contact info:
Eva Fog Bruun
VELUX A/S
eva.fog.bruun@velux.com