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  • 1. Social Media Marketing Strategy for Wal-Mart ADV492 Hyun Woo Son
  • 2. Wal-Mart Overview
    • Operates retail stores in various formats across the world
    • Discount Stores, supercenters, neighborhood markets, marketside, and Sam’s Clubs in the U.S.
    • Wide assortment of merchandise at everyday low prices (EDLP)
    • Offers its products through various e-commerce websites including walmart.com and samsclub.com
  • 3. Challenge and Goal
    • Challenge
      • Two million employees increase exposure to increasing wages and high healthcare costs
      • Growth in internet retailing to serve larger market
    • Goal
      • Serve 1 billion customers a week in 20 years’ time
      • The chain of stores will add 500,000 jobs in the next five years.
  • 4. Integrated Theme
    • Original Theme
      • Everyday Low Prices
    • Adding Theme
      • Anywhere Anytime
        • Through many types of new media, we can give the information and communicate with the customer directly anytime and anywhere
  • 5. Objectives and Target market
    • Objectives
      • Increasing reach to consumers by the new media
    • Target market
      • Younger and International people
        • Younger people are more familiar with new media
        • Through new media, we can communicate with international people and market
  • 6. The New Media for Campaign 1
    • YouTube Promoted Video
      • Making a video clip ad and upload in YouTube Promoted video
    • Reason
      • Cheap
      • Reach our target market at once
      • All year round
  • 7. The New Media for Campaign 2
    • Blog
      • Give the many promotion and products information
      • Communicate with the customers
      • Upload the pictures
      • Attract more younger people to share their voices
  • 8. The New Media for Campaign 3
    • Google ads with Search Engine Optimization
      • Finding good keywords related with Wal-Mart
      • Getting more important to search in Google
      • Without Wal-Mart word, appearing Wal-Mart sites with good keywords
  • 9. Evaluating Success of the Campaign
    • Blogger outreach
      • Check Blog
    • Google Analytics
      • Gain Google ads’ results
    • Monitter
      • Track tweets with keywords
  • 10. Budget Allocation
    • YouTube Promoted video
      • Depending on click number
      • You only pay when people click to see your video
    • Blog
      • $10~$1,000
      • Free website to make blog
      • Pay for looking good
    • Google ads
      • No minimum spending requirement
      • Pay only for results
  • 11. Timeline
    • Promoted Video, Blog, Google ads will run every months in the year
    • We need to keep these campaigns run every months because of communication with the customers and cheap