Cover Photo
HOW GROCERY BRANDS IN
THE US ARE FILLING THE AISLES
Using Innovative Social Media Strategies
SO
SOCIAL MEDIA
BENCHMARKING
COMPANY
We monitor and analyze the daily activity on the social
media outposts of over 11,000...
SO
ANALYSIS OF
BRANDS ON
FACEBOOK
Time Period: August 2013
Facebook – An Overview
UNMETRIC SCORE FOR FACEBOOK
Brand Name Unmetric Score
Walmart 78
Target 63
Publix 34
Costco 29
Sam’...
Brand Name
Audience Engagement Community
Total Fans Fan Growth Admin Posts Engagement Fan Posts
No of Fan Posts
Admin
Resp...
Facebook – An Overview
BEST CAMPAIGNS OF THE MONTH
(Amongst these brands)
1. Walmart- #DuckDynasty
2. Target- #GiveWithTar...
Walmart
The post on below on Walmart’s #DuckDynasty promotion was their most
engaging post in August. It also received the...
Walmart
After reviewing Walmart’s content strategy, we found that posts under the category
of “Others” saw the most engage...
Target
The #GivewithTarget Campaign, where you vote for a school that will receive funds
from Target, was used 9 times dur...
Kroger
The #FreeFridayDownload was used by Kroger for promotions.
The posts on Free Friday Download received the highest
e...
SO
ANALYSIS OF
BRANDS ON
TWITTER
Time Period: August 2013
Twitter – An Overview
UNMETRIC SCORE FOR TWITTER
The Unmetric Score is a unique sector based social media score that takes...
Notable Brands & Metrics on Twitter
Brand Name Total Followers
Followers
Growth Rate
Number of
Tweets
Replies
Average
Resp...
Twitter – An Overview
BEST CAMPAIGNS OF THE MONTH
(Amongst these brands)
1. Wholefoods- #WFMdish
2. Meijer- #meijermania
Whole Foods
Whole Foods used the hashtag #WFMdish to promote recipes and the
medicinal properties of food.
#WFMdish was th...
Whole foods
Total Tweets 4595
Proactive Tweets 430
Re-Tweets 18
Replies 4175
Out of 430 Proactive tweets, 402 contained th...
Meijer
#meijermania was the hashtag used to promote an event conducted at a Meijer
store. Meijer had a partnership with th...
SO
ANALYSIS OF
BRANDS ON
YOUTUBE
Time Period: August 2013
YouTube – An Overview
UNMETRIC SCORE FOR YOUTUBE
Brand Name Unmetric Score
Target 52
Whole Foods 37
Walmart 36
Publix 21
C...
Notable Brands & Metrics on YouTube
Brand Name Total Views Views Growth
Number of
Subscribers
Subscribers
Growth
New Uploa...
YouTube – An Overview
TOP VIDEOS OF THE MONTH
(Amongst these brands)
1. Target- Spidey Boy
2. Walmart- Smack Talk “ Madden...
Target
Spidey Boy
The “Spidey Boy” video is Target’s
top video of the month. The
Channel also contains plenty
more super h...
Walmart
Smack Talk: Madden 25
“Smack Talk: Madden 25” was
the top video on the Walmart
Channel for the month of
August.
Wa...
ANALYSIS OF
BRANDS ON
PINTEREST
Time Period: August 2013
Pinterest – An Overview
UNMETRIC SCORE FOR PINTREST
Brand Name Unmetric Score
Whole Foods 61
Target 51
Walmart 27
Meijer 1...
Pinterest– An Overview
Top Pinned Boards
(Amongst these brands)
1. Whole Foods- Eat Your Veggies
2. Target- Target Style
3...
Whole Foods Market
Eat Your Veggies
Target
Target Style
Walmart
Back to School Snack Ideas
Strategies Used By Grocery Stores in the US on Social Media
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Strategies Used By Grocery Stores in the US on Social Media

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Walmart and Target show other grocery stores how it’s done on Facebook, while Meijer keeps it fresh on Twitter with some interesting campaigns. Kmart takes the throne as the King of YouTube with some hilarious and engaging videos while Whole foods is pinned on the top of the Pinterest Table.

Published in: Technology, Business

Transcript of "Strategies Used By Grocery Stores in the US on Social Media"

  1. 1. Cover Photo HOW GROCERY BRANDS IN THE US ARE FILLING THE AISLES Using Innovative Social Media Strategies
  2. 2. SO SOCIAL MEDIA BENCHMARKING COMPANY We monitor and analyze the daily activity on the social media outposts of over 11,000 brands in 33 sectors across Facebook, Twitter, YouTube and Pinterest. Our clients use Unmetric to analyze competitors, benchmark their performance, and compete intelligently. FOR BRANDS THE
  3. 3. SO ANALYSIS OF BRANDS ON FACEBOOK Time Period: August 2013
  4. 4. Facebook – An Overview UNMETRIC SCORE FOR FACEBOOK Brand Name Unmetric Score Walmart 78 Target 63 Publix 34 Costco 29 Sam’s Club 26 Kroger 26 Whole Foods Market 25 ALDI USA 24 Meijer 24 The Unmetric Score is a unique sector based social media score that takes in to account various metrics, weighted and balanced to produce a single benchmarkable score.
  5. 5. Brand Name Audience Engagement Community Total Fans Fan Growth Admin Posts Engagement Fan Posts No of Fan Posts Admin Responded Walmart 32,180,032 4.26% 292 30 3949 1884 Target 22,022,292 0.64% 64 34 2149 682 Publix 1,809,572 3.06% 52 71 677 491 Sam’s Club 1,922,295 8.48% 64 16 232 170 Meijer 1,079,971 1.7% 93 37 552 178 Costco 1,011,597 3.8% 34 28 634 82 ALDI USA 550,639 3.95% 60 41 562 214 Kroger 583,270 5.83% 41 43 840 136 Whole Foods Market 1,390,741 1.29% 54 26 0 0 Notable Brands & Metrics on Facebook The Engagement Score is calculated based on the number of Likes, Comments, Shares and Estimated Impressions each post gets. It enables easy comparison regardless of fan numbers.
  6. 6. Facebook – An Overview BEST CAMPAIGNS OF THE MONTH (Amongst these brands) 1. Walmart- #DuckDynasty 2. Target- #GiveWithTarget 3. Kroger- #FreeFridayDownload
  7. 7. Walmart The post on below on Walmart’s #DuckDynasty promotion was their most engaging post in August. It also received the highest number of likes and shares. Walmart saw an engagement alert after the post and the “Number Talking About” grew by 7.5%. Walmart also posted 294 times, which is the highest amongst these brands.
  8. 8. Walmart After reviewing Walmart’s content strategy, we found that posts under the category of “Others” saw the most engagement. An example of a post under the “Others” category is above. The majority of posts under this category are human interest stories.
  9. 9. Target The #GivewithTarget Campaign, where you vote for a school that will receive funds from Target, was used 9 times during the period analyzed. Posts revolving around CSR engaged the best
  10. 10. Kroger The #FreeFridayDownload was used by Kroger for promotions. The posts on Free Friday Download received the highest engagement in August. Kroger’s average engagement score for the month analyzed was 33.
  11. 11. SO ANALYSIS OF BRANDS ON TWITTER Time Period: August 2013
  12. 12. Twitter – An Overview UNMETRIC SCORE FOR TWITTER The Unmetric Score is a unique sector based social media score that takes in to account various metrics, weighted and balanced to produce a single benchmarkable score. Brand Name Unmetric Score @WholeFoods 86 @Target 66 @Walmart 65 @Wegmans 34 @kroger 32 @SamsClub 32 @Safeway 26 @meijer 26 @AlbertsonsMkt 24
  13. 13. Notable Brands & Metrics on Twitter Brand Name Total Followers Followers Growth Rate Number of Tweets Replies Average Response Time Number of Proactive Tweets @WholeFoods 3,504,238 1.07% 4,595 4,147 80 430 @Target 755,955 3.63% 343 234 81 84 @Walmart 362,597 3.27% 8,764 8420 36 300 @Wegmans 59,467 2.43% 875 771 444 99 @kroger 37,028 12.04% 143 63 416 79 @SamsClub 43,029 8.75% 332 240 168 91 @Safeway 31,142 2.13% 484 431 1008 53 @meijer 23,446 2.67% 432 255 629 120 @AlbertsonsMkt 691 -1% 6 1 46 5 Average Response Time is the amount of time it takes for the brand to reply to a tweet and is formatted to minutes.
  14. 14. Twitter – An Overview BEST CAMPAIGNS OF THE MONTH (Amongst these brands) 1. Wholefoods- #WFMdish 2. Meijer- #meijermania
  15. 15. Whole Foods Whole Foods used the hashtag #WFMdish to promote recipes and the medicinal properties of food. #WFMdish was the most used hashtag. It was used 402 times by the brand and 2,168 times by users
  16. 16. Whole foods Total Tweets 4595 Proactive Tweets 430 Re-Tweets 18 Replies 4175 Out of 430 Proactive tweets, 402 contained the hashtag #WFMdish, which shows how important this hashtag was to Whole Foods’ content strategy.
  17. 17. Meijer #meijermania was the hashtag used to promote an event conducted at a Meijer store. Meijer had a partnership with the University of Michigan for this campaign. #meijermania was the most used hashtag. It was used 51 times by the brand and 42 times by users.
  18. 18. SO ANALYSIS OF BRANDS ON YOUTUBE Time Period: August 2013
  19. 19. YouTube – An Overview UNMETRIC SCORE FOR YOUTUBE Brand Name Unmetric Score Target 52 Whole Foods 37 Walmart 36 Publix 21 Costco 17 Meijer 15 Kroger 11 The Unmetric Score is a unique sector based social media score that takes in to account various metrics, weighted and balanced to produce a single benchmarkable score.
  20. 20. Notable Brands & Metrics on YouTube Brand Name Total Views Views Growth Number of Subscribers Subscribers Growth New Uploads Target 7,789,131 9.55% 16,085 9.5% 29 Whole Foods 6,676,813 4.38% 10,121 4.4% 6 Walmart 7,085,917 21.43% 7,304 21.4% 45 Publix 1,322,694 4.85% 2,626 4.8% 3 Costco 806,683 5.52% 584 5.5% 27 Meijer 234,341 12.2% 403 12.2% 5 Kroger 16,232 -35.33% 145 -35.33% 0
  21. 21. YouTube – An Overview TOP VIDEOS OF THE MONTH (Amongst these brands) 1. Target- Spidey Boy 2. Walmart- Smack Talk “ Madden 25”
  22. 22. Target Spidey Boy The “Spidey Boy” video is Target’s top video of the month. The Channel also contains plenty more super hero themed videos The video has a view growth rate of 25% for the months of August and 1,395,401 views in total.
  23. 23. Walmart Smack Talk: Madden 25 “Smack Talk: Madden 25” was the top video on the Walmart Channel for the month of August. Walmart has uploaded the most videos on YouTube for the month of August. They uploaded a total of 45 videos, which is an average of 1 or 2 videos per day
  24. 24. ANALYSIS OF BRANDS ON PINTEREST Time Period: August 2013
  25. 25. Pinterest – An Overview UNMETRIC SCORE FOR PINTREST Brand Name Unmetric Score Whole Foods 61 Target 51 Walmart 27 Meijer 18 ALDI USA 14 Kroger 12 The Unmetric Score is a unique sector based social media score that takes in to account various metrics, weighted and balanced to produce a single benchmarkable score.
  26. 26. Pinterest– An Overview Top Pinned Boards (Amongst these brands) 1. Whole Foods- Eat Your Veggies 2. Target- Target Style 3. Walmart- Back to School snack ideas
  27. 27. Whole Foods Market Eat Your Veggies
  28. 28. Target Target Style
  29. 29. Walmart Back to School Snack Ideas
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