583 Wholefoods Presentation


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A case study of social media at Whole Foods.

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  • Interactive Art Director at Whole Foods
  • Much more relaxed style; personal tone of voice
  • Authority: speaking for company vs. individual stanceBoundaries: frees tweeters to be opinionated in their personal accountsContinuity: new tweeter can take over without having to introduce new identityTwitter: “ideal for quick promotions”
  • Over 200 facebook pages for individual stores
  • They do not participate, but they provide a space for customers to interact.
  • 583 Wholefoods Presentation

    1. 1. Social Media<br />At Whole Foods<br />Kate Williamson<br />April 19, 2010<br />
    2. 2. Overview of Presence<br /><ul><li>Blogs
    3. 3. Twitter
    4. 4. Facebook
    5. 5. YouTube
    6. 6. Newsletter
    7. 7. Podcasts
    8. 8. Forum
    9. 9. Flickr
    10. 10. iPhone App
    11. 11. Get Satisfaction</li></ul>“...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.”<br />—Marla Erwin on revamping Whole Food’s online presence <br />
    12. 12. Whole Foods Blog<br /><ul><li>Meals of the Week
    13. 13. Tips for Staying Green/</li></ul> Eating Healthfully<br /><ul><li> Tips for Saving Money on Groceries and Meals
    14. 14. Company Updates and News
    15. 15. Food Issues and Warnings</li></ul>http://blog.wholefoodsmarket.com/<br />
    16. 16. Whole Foods CEO Blog<br />http://wholeboycott.com/<br />http://www2.wholefoodsmarket.com/blogs/jmackey/<br />
    17. 17. Whole Foods CEO Blog<br />Blog meets controversy, but Whole Foods allows conversation to take place without censoring.<br />http://www2.wholefoodsmarket.com/blogs/jmackey/<br />
    18. 18. Twitter<br />“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.”<br /> —M.E. <br />Why the Anonymity?<br />Erwin says three reasons:<br />Authority<br />Boundaries<br />Continuity <br />
    19. 19. Twitter<br />Response to Criticism<br />Gain CustomerInsight<br />Promotions/Deals<br />http://twitter.com/wholefoods<br />
    20. 20. Twitter<br />A Twitter Story<br />“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.”<br />Twitter quotations/info. from interview with Marla Erwin at <br />http://redcouch.typepad.com/weblog/2008/12/1-why-did-whole.html<br />
    21. 21. Facebook<br />Facebook Post Tree:<br />Mondays:<br />Special recipes<br />Tuesdays: <br />Tips on how to stay healthy with your food<br />Wednesdays: <br />Career opportunities<br />etc…<br />Facebook Central Hub on Main Website<br />I’m local! (And so is my facebook page.)<br />
    22. 22. YouTube<br />Whole FoodsYouTube Channel<br /><ul><li> Recipes
    23. 23. Promote awareness of issues
    24. 24. Information videos on wine, cheese, etc.
    25. 25. Interviews with natural, “green” growers</li></li></ul><li>Flickr<br /><ul><li> Several hundred photos/month
    26. 26. Events, products, stores</li></ul>Whole Foods on Flickr<br />
    27. 27. Podcasts<br />Whole Body Podcasts<br />Whole Body:<br />Podcasts about natural body care and supplements.<br />
    28. 28. Forums<br /><ul><li> Recipe Exchange
    29. 29. Special Diets
    30. 30. Healthy Living/Healthy Planet
    31. 31. Product Talk
    32. 32. Whole Foods Market*
    33. 33. Current Events*</li></ul>“Our Forums are for our customers to exchange recipes, share special diet concerns, and interact about food and environmental issues.”<br />Whole Foods Forums<br />
    34. 34. E-Newsletter<br /><ul><li> Promote blog articles
    35. 35. Your store events
    36. 36. Weekly sales/specials
    37. 37. Coupons for subscribers</li></li></ul><li>Get Satisfaction<br />Whole Foods on Get Satisfaction<br />
    38. 38. iPhone Application<br />App Description on Whole Foods Website<br /><ul><li> Find recipes
    39. 39. Filter by diet, ingredients, etc.
    40. 40. Build shopping lists
    41. 41. Find nearest store</li></li></ul><li>Does Whole Foods pass the whole test?<br />Relevant<br />Rating:<br />HOT!<br />Go to customers<br />Let go of control<br />Use media with a purpose<br />Don’t try to stop the conversation<br />
    42. 42. Let’s whole chat.<br />Does Whole Foods have their fingers in too many pies?<br />What do you think of their open treatment of criticism?<br />What do you think of the decision of CEO John Mackey to blog his personal opinions on the corporate Website?<br />Four chili peppers?<br />