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Social Media Plan for Trader Joe's

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Social Media Marketing Strategies (Group Project) …

Social Media Marketing Strategies (Group Project)
UC Berkeley Extension - Instructor Michael Brito
May 2014

Group Members
Alici Eagan
Amrita Damani
Andressa Grams
Feliz Orwa
Juliano Dellaméa
Mrina Natarajan
Mohamed Abdalgadir
Natânia Leite

Published in: Marketing, Technology, Business

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  • 1. SOCIALBUSINESSSTRATEGY Social Media Marketing Strategies at UC Berkeley Extension - Instructor Michael Brito - May 2014
  • 2. TEAM 2 Andressa Grams @andgrams Amrita Damani @amrita_damani Alicia Eagan @dubscout3 Felix Orwa @felorwa Juliano Dellaméa @juliano_azzi Mrina Natarajan @MrinaHi5 Natânia Leite @natanianatania Mohamed Abdalgadir @medicalsupplier PROJECT SCENARIO Social media consultants advising TJ's on their content strategy. Social Media Marketing Strategies at UC Berkeley Extension - Instructor Michael Brito - May 2014
  • 3. 3 CULTURE AND HISTORY WHY TRADER JOE’S STAND OUT? COMPANYOVERVIEW MEDIA COMPANY • Established 1958 in South California • Over 400 stores nationwide. • The culture of the nature • Community focus • Customer services • Different unique food products • Less SKU • Compact & Small store size • Paid,owned and earned media • Writing a content for Trader Joe’s • Changes in consumers buying behavior challenge Paul, Castro Valley store manager. Picture by Mohamed Abdalgadir BI.RITE at 18th St. San Francisco Picture by Mohamed Abdalgadir Social Media Marketing Strategies at UC Berkeley Extension - Instructor Michael Brito - May 2014
  • 4. UNOFFICIAL 4 SOCIALMEDIAPRESENCETODAY OFFICIAL UNOFFICIAL UNOFFICIAL UNOFFICIAL UNOFFICIAL Social Media Marketing Strategies at UC Berkeley Extension - Instructor Michael Brito - May 2014
  • 5. 5 SOCIALMEDIAPRESENCETODAY CHALLENGES THE NEED OF AN ACTIVE SOCIAL MEDIA PRESENCE • Brand without presence in social media; • Private image; • Business is at a crossroads. • Leverage positive brand influence; • Earned Media; • Control brand messaging; • Handle crisis; • Customer questions; • Gain customer insights and product preferences. Social Media Marketing Strategies at UC Berkeley Extension - Instructor Michael Brito - May 2014
  • 6. 6 STRATEGIC OBJECTIVE PURPOSE CUSTOMER SERVICE CUSTOMER LOYALTY, BRAND RECOGNITION MARKET INSIGHTS Focus on customer service at the store level. Listen and engage with what customers are saying on a daily basis. Influence and manage brand awareness. Drive customer loyalty through campaigns. Get market insights from social media research (insights from the target audience via polls, surveys, sentiment analysis, and analyze market trends). BENEFITS OF ENGAGING IN SOCIAL MEDIA SOCIALBUSINESS Social Media Marketing Strategies at UC Berkeley Extension - Instructor Michael Brito - May 2014
  • 7. 7 • 18-44 • Bourgeois Bohemians • Urbanites • Trendy • Educated • No class or racial tendencies, no age limits • For 20’s, pricing is big deal AUDIENCE DEMOGRAPHICS TARGET Social Media Marketing Strategies at UC Berkeley Extension - Instructor Michael Brito - May 2014
  • 8. 8 TONEOFVOICE • Relaxed but not sloppy • Inquisitive (Ex. asks audience questions about what they are having for dinner) • Informative (Let’s customer’s know about promotions) • Humorous but not immature Social Media Marketing Strategies at UC Berkeley Extension - Instructor Michael Brito - May 2014
  • 9. 9 • Specials • Discounts • Giveaways • New product offerings • Seasonal offerings • New product announcements • Annual/quarterly reports • Job openings • Brand heritage stories • Brand History • Cultural story • How TJ affects its local community and individual customers • Company awards • Quick store videos (newly opened or remodeled store) CONTENT GUIDES TO REACH AUDIENCE SOCIALLY BRANDCONTENTPILLARS BRAND COMPANY PRODUCTS PROMOTION LIFESTYLECUSTOMER STORIES • Share and invite the community to contribute recipes or videos • In-store testimonials from actual staff and customers • Healthy lifestyle tips • Recipes (based or not on TJ’s organic, non-GMO ingredients) Social Media Marketing Strategies at UC Berkeley Extension - Instructor Michael Brito - May 2014
  • 10. 10 Facebook Official page /TraderJoes • General brand promotional, product posts, 3rd party content from popular fan Facebook pages to build traction. • At the top of the page, link to photos, link to TJ’s blog, highlight giveaways and specials on the right side of the page. Facebook Facebook groups /groups/TraderJoes • Track users and engagement • Email-gate groups for special interest topics like wine lovers, to get special deals, and learn of new, quality offerings directly from exclusive vineyards. Facebook Hashtags #TJs #AskTJs • Encourage followers to tag TJ’s photos and videos. • Monitored by all community channel managers to forward to appropriate store managers who can choose to participate in the social conversation. Twitter Official Handle @TraderJoes General brand promotional, product posts, 3rd party content from the top Twitter influencers. Twitter 3 hashtags #TJsWest #TJsEast #TJsSouth ! Store-level engagement (campaigns, events, announcements, giveaways) for the regions. Twitter 1 social contact/ customer service hashtag #AskTJs Monitored by all community channel managers to forward to appropriate store managers who can choose to participate in the social conversation. Instagram Official page @TraderJoes Post pictures and videos of best-selling products, recipes, new store spaces, community events Instagram Hashtag #TraderJoes #TJs Encourage followers to tag TJs photos and videos. Pinterest Official page /traderjoes • Organize 10-15 boards. • Each post should link back to the company website, blog, or Facebook page to like and get coupons. -A board each for best-selling products, healthy eating showcasing new products, seasonal LinkedIn Existing official company page company/TraderJoes • Optimize the content for SEO, include company blog links. • Use the blog feature to post company news related content. • Optimize profiles of the top executives to feature brand messaging. • Optimize the page to attract talent, post job openings, spread the word about TJ’s heritage and unique brand history, and share company growth stories such as earnings. SOCIALOUTREACHSTRUCTURE Social Media Marketing Strategies at UC Berkeley Extension - Instructor Michael Brito - May 2014
  • 11. 11 CHANNELSENGAGING STRATEGICALLY IN SOCIAL PLATFORMS BRAND COMPANY PRODUCTS PROMOTION CUSTOMER STORIES LIFESTYLE Social Media Marketing Strategies at UC Berkeley Extension - Instructor Michael Brito - May 2014
  • 12. • • • • • • • 12 CHANNELSDAILY SOCIAL FREQUENCY 6am-9am 9am-11am 11am-3pm 1 21 2 3pm-5pm 5pm-7pm 7pm-10pm Buffer 1 11 1 1 1 11 1 1 1 1 1 Wednesdays Avoid: Weekends Mon-Thurs Avoid: after 3pm Fri Before/After Business Hours Tues-Thurs Avoid Monday and Friday Saturday morning Avoid: late afternoon During Work Hours Avoid: Evenings Sunday most effective Mondays around 11am Social Media Marketing Strategies at UC Berkeley Extension - Instructor Michael Brito - May 2014
  • 13. EDITORIALCALENDAR Social Media Marketing Strategies at UC Berkeley Extension - Instructor Michael Brito - May 2014
  • 14. 14 Monthly theme: Summer Facebook/G+ Twitter Instagram Pinterest LinkedIn 3rd Party Blogs Week of Jun 1 Weekly theme: Tropical Fruits #tropicalTJs Sun, Jun 1, 14 • Link of blog post about Mangos • Recipe with mango • Mango infos • Links to other TJs profiles • Ask customers for recipes with mango • Pics of fruits been picked from tree - better if mango • Create a pin board named: “Tropical Fruits" Mon, Jun 2, 14 • 10min orange recipes with pics • Orange infos • Annoying orange video • Links from FB content • Challenge followers to share recipes within 140 characters • Tropical fresh fruits picture being delivered to TJ • Continue with board "Tropical Fruits” pin fans pic related to this topic • Job opportunities • Post suggestion: Why you can make a Mango Lassi with TJ mangos? Tues, Jun 3, 14 • Pineapple day at Trader Joe's! • Recipes; • Contest: fans pics with pineapple • Contest: fans pics with pineapple • New arrivals at regional stores • Contest: fans pics with pineapple • In-store produce section pic with a pineapple hidden • Continue with board "Tropical Fruits” pin fans pic related to this topic • Post suggestion: Pineapple benefits and recipes Wed, Jun 4, 14 • 10min papaya recipes; • TJ quick facts • Weds history day: TJ facts; general regional history • #TJWedHistoryDay regional pic and history about the store • Continue with board "Tropical Fruits” pin fans pic related to this topic • Store Grand Openings • Post suggestion: Papaya benefits and recipes Thus, Jun 5, 14 • Coconut water recipes/drinks • One recipe with a fruit for each meal • One recipe with a fruit for each meal • Links to other TJs profiles • Pic of a customer buying fruits/ sampling in store • Continue with board "Tropical Fruits” pin fans pic related to this topic • Post suggestion: Coconut benefits and recipes Fri, Jun 6, 14 • 10min Watermelon recipes; • Watermelon infos • Team interview • Team member quick facts • Links to other TJs profiles • Team member pic • Link to interview FB • Continue with board "Tropical Fruits” pin fans pic related to this topic • Post suggestion: Watermelon benefits and recipes Sat, Jun 7, 14 • Banana day! • Recipes • Facts • How many bananas do you usually eat in a week? • Picture of recipe ready; tag your TJ recipe • "Tropical Fruits” pin fans pic related to this topic • Product curiosity • Post suggestion: Banana benefits and recipes Social Media Marketing Strategies at UC Berkeley Extension - Instructor Michael Brito - May 2014
  • 15. INTERNATIONAL PICNIC DAY Trader Joe's Who wants to join us? 15 It’s all about colors! 

 ! 10 AWESOME FRUIT RECIPES: ! http://bit.ly/1trader2joes  Trader Joe's CONTENTEXAMPLES www.facebook.com/traderjoes Social Media Marketing Strategies at UC Berkeley Extension - Instructor Michael Brito - May 2014
  • 16. 16 @TraderJoes Challenge of the day: tweet us your favorite dinner recipe in 140 characters! We’ll be RT our favorites. #TropicalTJs Trader Joe's @TraderJoes Trader Joe's Congrats to Sophie Johnson, our store manager at Santa Monica in CA #teamTJs for her wedding. pic.twitter.com/JoES123Tra CONTENTEXAMPLES www.twitter.com/traderjoes Social Media Marketing Strategies at UC Berkeley Extension - Instructor Michael Brito - May 2014
  • 17. 17 traderjoes #regram from our beautiful customer @stufmama. We love! to be part of your date night! #TJsCustomers traderjoes Have you ever tried our product of the week? #ProductTJs ! How do you usually use it? CONTENTEXAMPLES www.instagram.com/traderjoes Social Media Marketing Strategies at UC Berkeley Extension - Instructor Michael Brito - May 2014
  • 18. 18 CONTENTEXAMPLES Trader Joe's www.pinterest.com/traderjoes Social Media Marketing Strategies at UC Berkeley Extension - Instructor Michael Brito - May 2014
  • 19. 19 CONTENTEXAMPLES www.linkedin.com/traderjoes Trader Joe’s Careers at Trader Joe’s Why we're a great place to work ! traderjoes.com - “Great people, fun environment, and a variety of tasks to keep it interesting. It's also a great place to work if you need flexible hours." John Smith employee since 2009. … TODAY SUGGESTION Social Media Marketing Strategies at UC Berkeley Extension - Instructor Michael Brito - May 2014
  • 20. 20 CONTENTEXAMPLES 3rd party blog post Social Media Marketing Strategies at UC Berkeley Extension - Instructor Michael Brito - May 2014
  • 21. 21 CUSTOMER CARE METRICS ENGAGEMENT METRICS NEW FOLLOWERS/FANS RETWEETS/ COMMENTS MENTIONS/TAGS HASHTAGS MENTIONS CLICK TO SITE / CTA DIRECT MESSAGE RESPONSE TIME RESPONSE RATE DAY/TIME TRENDS TEAM & INDIVIDUAL PERFORMANCE METRICS Social Media Marketing Strategies at UC Berkeley Extension - Instructor Michael Brito - May 2014
  • 22. 22 SOCIAL MEDIA GOALS FOR THE FIRST TWO MONTHS TYPE GOALS METRICS TOOLS FINANCIAL ! Promotions Drive 166k downloads and use of discount codes (i.e. 25% of expected following on Twitter + Facebook) • Bit.ly • Google Analytics • Hootsuite Cost Savings throughout customer service Use the Workflow to resolve service requests: • Twitter: >=75% replies on same day • Facebook: 100% replies in 3 days Hootsuite NON FINANCIAL ! Reach • Twitter: 100k • Facebook: 564k (Claim the Fan Page) Increase reach by 5% each month • Twitalyzer • TweetReach • Twitter Counter (Paid Premium Version) Share of Voice Social Authority (Use WholeFoods with Klout score 86 as a benchmark) • Klout; • KissMetrics Sentimental Analysis Part of live monitoring on what people are saying about the brand - no specific metrics SEMrush Engagement • Twitter • Facebook • Retweets and favorites • Comments, Shares and Likes • Hootsuite; Twitalyzer • Facebook Insights MEASURINGROIFROMSOCIALEFFORTS Social Media Marketing Strategies at UC Berkeley Extension - Instructor Michael Brito - May 2014
  • 23. 23 Responsible for handling social media requests and posts. Escalate store specific issues to store managers and follow set guidelines to anticipate and handle such requests. Based on headquarters responsible for rolling out the editorial calendar, integrating marketing campaigns with social media efforts Responsible for localizing content plan by region and local stores and sourcing content Responsible for sharing and managing posts by region and at the local store level CUSTOMER SERVICE TEAM 3-5 COMMUNITY MANAGERS 1 REGIONAL COMMUNITY MANAGER 1 REGIONAL COMMUNITY MANAGER CUSTOMER SERVICE TEAM CUSTOMER SERVICE TEAM CUSTOMER SERVICE TEAM COMMANDCENTER Social Media Marketing Strategies at UC Berkeley Extension - Instructor Michael Brito - May 2014
  • 24. 24 CONVERGEDMARKETING Central content repository (like Celum, Bundle Post) • Handles content acquisition and curation centrally • Disseminates at regular intervals to various social channels regionally • Includes all short and long form content like blogs, videos, posts, and photos. • Integrates with social media dashboards (like HootSuite), Wordpress, RSS feeds, and so on. Social and digital cross-pollination • Cross link social channels on all TJ’s digital properties like the website, blog, campaign sites. • Cross link social channels with each other. Integrated campaign marketing. • Propagate and time TJ’s campaigns and postings for digital and social media marketing efforts alike in sync API-level hooks to social content. • Feature local store-specific content from social channels in the website store locator--same on Yelp, google maps. • Include local store-based campaigns, giveaways, coupons, and special events. ACROSS MEDIA Social Media Marketing Strategies at UC Berkeley Extension - Instructor Michael Brito - May 2014
  • 25. 25 THANKYOU Social Media Marketing Strategies at UC Berkeley Extension - Instructor Michael Brito - May 2014
  • 26. 26 APPENDIX Social Media Marketing Strategies at UC Berkeley Extension - Instructor Michael Brito - May 2014
  • 27. 27 Social Media Marketing Strategies at UC Berkeley Extension - Instructor Michael Brito - May 2014
  • 28. 28 Social Media Marketing Strategies at UC Berkeley Extension - Instructor Michael Brito - May 2014
  • 29. 29 Social Media Marketing Strategies at UC Berkeley Extension - Instructor Michael Brito - May 2014
  • 30. 30 Social Media Marketing Strategies at UC Berkeley Extension - Instructor Michael Brito - May 2014
  • 31. 31 Social Media Marketing Strategies at UC Berkeley Extension - Instructor Michael Brito - May 2014