!Welcome to the Webinar

How hummel manages social media on a global scale!

Anna Brill Jørgensen Marketing Manager

Komfo

Malene Rasmussen Online Communicator

Hummel

Laura Forné Elkow Customer Relations Manager

Komfo

We start at 10 am (CET). Until then, enjoy the music and introduce yourself in the chat.

The hashtag for the webinar is #komfowebinar.

Today’s speaker and Komfo representatives:

#komfowebinar!

ABOUT KOMFO We are all about Social Media Marketing at scale. •  Headquartered in Copenhagen, Denmark but present globally.

•  Owned by the four founders and the global software company Sitecore.

•  Powerful team of 60+ social media marketing specialists ready to guide you to success.

•  100+ strong partnerships with leading social networks, agencies and software providers.

•  400+ enterprise clients and market leader in the Nordics.

SOCIAL MEDIA & HUMMEL

Aarhus 27.11.14 KOMFO Webinar

MALENE MAARBJERG RASMUSSEN ONLINE COMMUNICATOR, HUMMEL E-MAIL : MRAS@HUMMEL.DK LINKEDIN : linkedin.com/pub/malene-maarbjerg-rasmussen

THE HUMMEL JOURNEY

B2B OMNICHANNEL Tradition Sport Supplier Modern Retailer

THE HUMMEL JOURNEY

OBOV One Brand One Voice

FACT OR FICTION?

VS.

FOR WHAT?

Showing off our awesome products and global sponsorship initiatives => branding

Increasing customer loyalty

Increase brand awareness

Generating leads to hummel.net

Generating digital ‘word of mouth’

Giving back to the fans/customers through user involvement & competitions etc.

Customer service

Recruitment

SEO = move up Google rankings

Meeting and engaging with target audiences where they are => retain existing and gain new customers & market research

THE MATRIX

The  hummel  social  media  matrix  as  of  November  2014  is  the  following:  

PRIORITIZE

RESULTS - FACEBOOK

200.000 fans January 2013

1.200.000 fans October 2014

10.000.000 reached per uge

TARGET AUDIENCES

The Mom (22 - 36 yrs)

•  Proud of her children

•  Cares for her children

•  Kidswear

The Teammate (13 - 44 yrs)

•  Teenager who loves to perform

•  The passionate club man

•  The joyful teammate

•  Sport/Lifestyle

The Sneaker Fan (13 - 28 yrs)

•  Slight edge of cool

•  Loves trends

•  Passion for footwear

•  Fashion

TARGET AUDIENCES

FB: GLOBAL PAGES SETUP

26 official hummel Facebook pages - in a global pages setup • 1 overall Facebook page: www.facebook.com/hummel.International • 25 local hummel® pages • Approx. 1.250.000 collective fans  

One global brand identity • Fans automatically see the relevant hummel® FB page based on their IP address (can be changed manually through switch region) • Unified profile photos • Collective fan count • Global apps • Global content Country customisation • Local apps • Local cover photo • Local language • Local content • Local Insights • Local customer service  

FB: GLOBAL PAGES MEANING

FB: GLOBAL PAGES ADVANTAGES

Increased amount of relevant, local users on all local pages

Local admins can communicate with local fans

In their own language via KOMFO Facebook Management system

Highlighting local holidays, special events etc.

A large fanbase has great signalling effect

A large fanbase is easier to find via Facebook search (SEO)

Facebook treats us as a more important customer due  

THE GUIDELINES

ALWAYS contact hummel HQ before opening ANY social media accounts and present: • A plan for using the social media channel in your country/store

• A resource allocation overview/who will handle it

=> Making sure it is in accordance with hummel HQ guidelines:

• Aligning profile name, profile picture and channel graphics

• Clearing the difference between operating a local account and a global account - especially important contentwise

• Supporting campaigns & other global initiatives

NB. All hummel related accounts are owned by hummel HQ and simply managed in local countries & stores

THE SUPPORT

What we are doing for you:

•  Guidelines for managing social media channels in accordance with OBOV

•  General every-day support

•  Direct hotline to Facebook & Instagram

•  Komfo access – the system for easy handling of Facebook etc.

(competitions/apps, customer questions, posts, insights)

•  Digital campaign materials

•  Various other content

•  Global competitions

•  Assistance in setting up local competitions in Komfo/on Facebook

•  Advertising handling on Facebook

CAMPAIGN PLANNING 1.  Check which campaigns you can run in your country, based on product sell-in

2.  Make sure to follow ALL campaigns relevant for your country AND fill out follow up sheet WITHIN deadline

3.  Check our joint FB marketing group on a daily basis for additional info & alterations

4.  Send comments or special wishes to mras@hummel.dk

COMMUNICATION FOCUS Karma /Heritage /Fun

Lifestyle / Fashion

Sneakers Sport

30 %

50 %

10 % 10 %

THE SUPPORT

THE SUPPORT

MONTHLY FOLLOW UP

CASE – FC ST. PAULI

CASE – FC ST. PAULI CHANNEL MIX

NEWSLETTER HUMMEL.NET FACEBOOK

LINKEDIN

YOUTUBE INSTAGRAM

CASE – FC ST. PAULI ROI

Totale eyeballs in all hummel channels : 1.054.166 Budget : 15.782 DKK => 0,015 DKK per eyeball

TAKE AWAY

PRIORITIZE & FOCUS +

SHOW OFF RESULTS

OVER & OUT

MALENE MAARBJERG RASMUSSEN ONLINE COMMUNICATOR, HUMMEL E-MAIL : MRAS@HUMMEL.DK LINKEDIN : linkedin.com/pub/malene-maarbjerg-rasmussen

SOCIAL MEDIA & HUMMEL