How Big Brands Use Social Media
Minneapolis at General Mills | August 13, 2009
Suraya Bliss
Walmart
“Engaging with Massive Audiences”

A Store of the Community
Retailing then, now and next
Dave Tovar and Suraya Bliss
Blogwell Minneapolis, 2009
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Consider this…
8,000+ retail units
200+ million customers per week
2.1+ million associates worldwide
78% associates who want to connect online
1+ million ratings and reviews
millions... cgm every year
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Connections
• 22% of Americans know someone who
works at Walmart o Sa s C ub
o s a a t or Sam’s Club
Strategy One
gy
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What We’ll Talk About
A Store of the Community
y
• Then
• Now
• Next
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Our DNA
If we work together we’ll lower the cost
of living for everyone…we’ll g
g y give the
world an opportunity to see what it’s like
to save and have a better life.
Sam Walton
You can’t just keep doing what works
one time. Everything around you is
always changing. To succeed, stay out
in front of that change.
Sam Walton
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Community, then
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Geography no longer de/confines community
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Touch points
Stores
Media Advertising
Youtube
Blogs
Mobile
MyWalmart.com
Facebook Walmart.com
Twitter
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Community, now
transactional collaborative engaged
less loyal more loyal
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Customer Community
Helping each other save money and live better
p g y
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Check Out blog
Engaging with influencers and opinion leaders
g g g p
I was reading blogginstocks the other day and noticed
the commentary on Wal-Mart's PC Merchandising. The
first bullet point was a bit hard to swallow: "Why even
carry PCs is you display them like this". I must be
honest here: I agree. We …really haven't focused on
improving the customer experience and addressing the
concerns that bloggingstocks brings up. When I took
over the PC business last August, this was the first area
on my list that I wanted to address.
Ryan Halford, Check Out blogger
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Twitter
Engaging with journalists, investors and engaged stakeholders
g g g j , g g
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mywalmart
Reaching associates in a way they’re willing to listen
g y y g
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Community, next
14

How Big Brands Use Social Media
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