The document discusses Whole Foods' social media marketing strategy. It outlines the demographics of Whole Foods customers, which tend to be college educated, urban dwellers interested in organic and sustainable products. Statistics provided include the number of US and international stores as well as follower counts for Whole Foods' main social media channels. The document also examines Whole Foods' core values and its use of owned, paid, and earned social media channels to engage customers. Examples of in-store marketing images from specific Whole Foods locations are presented, and the document concludes with a SWOT analysis of Whole Foods' social media presence.

1. +
Amber Engle
Courtney Lee
Whole Foods:
Social Media Analysis
Whole Foods Social Media
Marketing Strategy

2. + Demographics of Whole Foods Customer
Base

College Educated

Urban- lives in a high
population area of
200,000 residents or
more

More aware of how their food is grown and produced.

Loves “organic”, “fair trade”, “sustainability”, “no pesticides” but
wants these things in a convenient one stop grocery store.

Believe that this is the best food on the market for their lifestyle.
“eat good food while doing good.”

Families, Working Professionals, Mothers.
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3. + Statistics


356 U.S. grocery stores
16 International grocery stores

Each Whole Foods has their own community page with store
hours, social media outlets, and local store events

Facebook: 1,448,472 fans
Instagram: 145,423 followers
Twitter: 3,597,576 followers


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4. +
53
5
We Sell the Highest Quality Natural and
Organic Products Available

We Satisfy, Delight and Nourish Our
Customers

Whole Foods
Core Values

We Support Team Member Happiness
and Excellence

We Create Wealth Through Profits &
Growth

We Serve and Support Our Local and
Global Communities

We Practice and Advance Environmental
Stewardship

We Create Ongoing Win-Win
Partnerships with Our Suppliers

We Promote the Health of Our
Stakeholders Through Healthy Eating
Education

5. + Whole Foods:
Channels
4
Owned:
• Corporate
Website
• Mobile Apps
Paid:
• Facebook
sponsored
stories
• Social Media
Ads
Earned:
• Facebook
• Twitter
• YouTube
• Pinterest
• Google+
• Instagram
• Tumblr

6. +
5
SOMA SF Whole Foods
In-store Marketing Images

“Whole Foods Market was
the first national Certified
Organic retailer.”

“We are committed to
sustainable fishing.”

“We give back 5% of aftertax profits every year to
local non-profits.”

7. +
6
Fremont Whole Foods
Marketing Images


In-Store
Fremont Facebook Page

8. + Individual Store’s Page on
Corporate Website
7

9. + Resources on Corporate
Whole Foods Market Facebook Page
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10. 9

11. + Social Media S.W.O.T. analysis
Strengths
Weaknesses
•Well-established
•604 Social Media Presences
•Corporate “Umbrella” Social
•Local Social
•Resources available to the public
•Apps
•Partnering with many different like
minded groups
•Listen to their customers
•Can be a bit cluttered and
overwhelming
•Hard to distinguish on pages which is a
partner, recommended or sponsored by
Whole Foods
Opportunities
Threats
•More growth opportunity by providing a
series of videos promoting food
preparation and information to bolster
healthy eating (Think Netflix mini
documentaries). Highlight on SM.
• More corporate involvement and
support to individual Marketing
Managers. Stronger guidelines.
•Local Grocers and Farmer MarketsGrowing Cult followings
•Food Retailing has become popular by
such chains as:
•Possible formation of buying groups by
local stationers
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12. +
Questions?