583 Wholefoods Presentation

Social Media
At Whole Foods
Kate Williamson
April 19, 2010

Overview of Presence
Blogs
Twitter
Facebook
YouTube
Newsletter
Podcasts
Forum
Flickr
iPhone App
Get Satisfaction
“...our goals were to project a better sense of who we are and to communicate directly with our customers at both the store level and also at a more global, philosophical level.”
—Marla Erwin on revamping Whole Food’s online presence

Whole Foods Blog
Meals of the Week
Tips for Staying Green/
Eating Healthfully
Tips for Saving Money on Groceries and Meals
Company Updates and News
Food Issues and Warnings
http://blog.wholefoodsmarket.com/

Whole Foods CEO Blog
http://wholeboycott.com/
http://www2.wholefoodsmarket.com/blogs/jmackey/

Whole Foods CEO Blog
Blog meets controversy, but Whole Foods allows conversation to take place without censoring.
http://www2.wholefoodsmarket.com/blogs/jmackey/

Twitter
“Twitter is vital for us as it gives a clear and immediate picture of what our customers are thinking, and gives us a chance to respond more directly than any other venue.”
—M.E.
Why the Anonymity?
Erwin says three reasons:
Authority
Boundaries
Continuity

Twitter
Response to Criticism
Gain CustomerInsight
Promotions/Deals
http://twitter.com/wholefoods

Twitter
A Twitter Story
“When the Gulf Coast hurricanes hit, many businesses were closed for days on end. We were able to let people know via Twitter that several stores were open using generator power, and that we had drinking water available for free. We got a lot of thanks for that from people who were stranded without groceries and couldn't find any open stores.”
Twitter quotations/info. from interview with Marla Erwin at
http://redcouch.typepad.com/weblog/2008/12/1-why-did-whole.html

Facebook
Facebook Post Tree:
Mondays:
Special recipes
Tuesdays:
Tips on how to stay healthy with your food
Wednesdays:
Career opportunities
etc…
Facebook Central Hub on Main Website
I’m local! (And so is my facebook page.)

YouTube
Whole FoodsYouTube Channel
Recipes
Promote awareness of issues
Information videos on wine, cheese, etc.
Interviews with natural, “green” growers

Flickr
Several hundred photos/month
Events, products, stores
Whole Foods on Flickr

Podcasts
Whole Body Podcasts
Whole Body:
Podcasts about natural body care and supplements.

Forums
Recipe Exchange
Special Diets
Healthy Living/Healthy Planet
Product Talk
Whole Foods Market*
Current Events*
“Our Forums are for our customers to exchange recipes, share special diet concerns, and interact about food and environmental issues.”
Whole Foods Forums

E-Newsletter
Promote blog articles
Your store events
Weekly sales/specials
Coupons for subscribers

Get Satisfaction
Whole Foods on Get Satisfaction

iPhone Application
App Description on Whole Foods Website
Find recipes
Filter by diet, ingredients, etc.
Build shopping lists
Find nearest store

Does Whole Foods pass the whole test?
Relevant
Rating:
HOT!
Go to customers
Let go of control
Use media with a purpose
Don’t try to stop the conversation

Let’s whole chat.
Does Whole Foods have their fingers in too many pies?
What do you think of their open treatment of criticism?
What do you think of the decision of CEO John Mackey to blog his personal opinions on the corporate Website?
Four chili peppers?

583 Wholefoods Presentation

by Kate Williamson on Apr 21, 2010

Accessibility

Tags

Upload Details

Usage Rights

1 Embed 6

Statistics

583 Wholefoods Presentation — Presentation Transcript