The Facebook Conference - Laura Breuk - Hunkemöller
Transcript of The Facebook Conference - Laura Breuk - Hunkemöller
500.000 likes, now what?
The Facebook Conference 20139 oktober
Today
• From Retailer to Brand
• Our Social Journey
• What’s next?
• Questions
About me
From Retailer to Brand
From Retailer to Brand
• Over the last few years we are making the shift from high street retailer to the leading lingerie brand in Europe.
• We are located in 18 countries worldwide, with a focus on the Benelux, Denmark and Germany.
• We have over 585 shopping points. We are opening XX new stores in 2013/2014.
From Retailer to Brand
From Retailer to Brand
Our Social Journey
• We started our Facebook pages in 2011 with seperate pages for Netherlands, Germany and Belgium.
Our Social Journey
Our Social Journey
• Primary focus was on sales: not very succesful!
Our Social Journey
didn’t work
Our Social Journey
• We shifted Facebook internally from the eCommerce to the PR team and from generating sales to delivering inspirations to our fans.
And so our journey began….
Daily inspiration & engagement
…in 5 languages
We let our fans vote!
Give them a look behind the scenes
Our fans love to play games!
Hunkemöller “Find It”
84.558 games played
Hunkemöller “Memory”
78.560 games played
…..also on mobile!
47,2 % mobile player
s 57,4 % mobile player
s
Facebook integrated in mobile app
Facebook integrated in mobile app
Now: Global Page
Global page17,720 fansEnglishlanguage
Germany250,137 fans
Netherlands171,558 fans
Belgium53,105 fans
Denmark15,293 fans
Continously build the fanbase
What’s Next?
What’s next?
1. Expanding our fanbase to 1 million fans in 2014.
2. Connecting our social efforts across Facebook, mobile, website and CRM.
3. Re-introducing eCommerce/performance marketing on Facebook.
4. Supporting our new shop openings through Facebook.
“CRM Next” - Passion Points
Social login across web & mobile
Re-introducing ecommerce
Support (local) shop openings
The Big Moment:
Thanking our fans