IKEA's social media efforts

The social media campaigns that Ikea is using to support their new branding campaign seem to be closely aligned together. Ikea’s new advertising campaigns slogan of “Home is the most important think in the world” works well with the two social media efforts in that they express the same attitude about the home. I get a sense of trying to make people have pride in their home from the myamericaathome.com and notgoinganywhere.co.uk websites. The myamericaathome.com, seems like building a time capsule of life in 2007 using home as the continuous theme. This works well for Ikea, which sells products for your home. The notgoinganywhere.co.uk website is similar to the US site but seems that it might have a much longer shelf life. Which brings us back to the new Ikea slogan. Which I feel will help in the progression of the Ikea brand from (as Brian Solis stated about brands today) “that brands are evolving from catchy slogans and artistic logos to living, breathing personalities that are defined by the people, principles, and community-focused activities behind them.” Both Ikea social media efforts are living breathing forums of user generated content. However, as Solis warns, marketers are not welcome to the “conversation”. Marketers have difficult time ahead of them in figuring out how to get in the conversation without pissing a whole lot of people off. It will be interesting to see how many people end up using the sites and what really comes out of both.