A Social Media Strategy For Wegmans


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This is a presentation I did for part of an interview process where I was asked to choose a company that could make better use of social media. I chose Wegmans.

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A Social Media Strategy For Wegmans

  1. 1. A Social Media Strategy for SEO Will Robinson March 30, 2009
  2. 2. Agenda <ul><ul><li>Company background </li></ul></ul><ul><ul><li>Why social media makes sense </li></ul></ul><ul><ul><li>Implementation of specific social strategies </li></ul></ul><ul><ul><li>Tying strategy to search </li></ul></ul><ul><ul><li>Execution and management plan </li></ul></ul><ul><ul><li>Measuring success </li></ul></ul>
  3. 3. Background <ul><li>Supermarket founded in 1915 by John Wegman </li></ul><ul><li>Continues to be family-owned and operated </li></ul><ul><li>CEO – Daniel Wegman </li></ul><ul><li>President – Colleen Wegman </li></ul><ul><li>Headquartered in Rochester, NY </li></ul><ul><li>www.wegmans.com </li></ul>
  4. 4. Philosophy <ul><li>At Wegmans, we believe that good people, working toward a common goal, can accomplish anything they set out to do. </li></ul><ul><li>In this spirit, we set our goal to be the very best at serving the needs of our customers. Every action we take is made with our customers in mind. We also believe that we can achieve our goal only if we fulfill the needs of our own people. </li></ul><ul><li>To our customers and our people , we pledge continuous improvement and we make the commitment: </li></ul><ul><li>Every Day You Get Our Best! </li></ul>(Background continued)
  5. 5. 2008 Statistics <ul><li>$4.8 billion in sales </li></ul><ul><li>$800 million estimated* worth </li></ul><ul><li>37,000 employees </li></ul><ul><li>72 Stores in NY, PA, NJ, MD and VA with plans for 13 more stores extending into Boston suburbs </li></ul><ul><li>Gave 16 million pounds of food to food banks </li></ul><ul><li>$4.5 million in tuition assistance to employees </li></ul><ul><li>Fortune Magazine 100 Best Companies to Work For (#5) </li></ul><ul><li>Forbes Magazine America’s Largest Private Companies (#80) </li></ul><ul><li>Consumer Reports Top-Ranked Supermarket </li></ul>*Dun & Bradstreet Comprehensive Report, 2009 (Background continued)
  6. 6. Business Model <ul><li>70,000+ products in every store compared to an industry average of 40,000 (300+ specialty cheeses in every store) </li></ul><ul><li>Stores are 80,000-130,000 sq. ft., which provide an open and airy shopping experience with unusually wide aisles. </li></ul><ul><li>Stores within a store: market café, patisserie, nature’s marketplace, food from around the world, cookware, floral, cosmetics, bakery, kids fun centers </li></ul><ul><li>Knowledgeable, friendly, loyal employees </li></ul><ul><li>Suburban locations </li></ul>(Background continued)
  7. 7. Recent Praise <ul><li>“ We consider them the best chain in the country, maybe in the world.” - Industry analyst Neil Stern in the Wall Street Journal </li></ul><ul><li>Head to this “grocery store,&quot; the one unlike all others. - Charlie Gimber, The Brown and White (Lehigh University Student Newspaper), 3/27/09 </li></ul><ul><li>Students looking to savor a glass of local vino may not have to travel any farther than Wegmans. – Elisabeth Rosen, The Cornell Daily Sun, 3/12/2009 </li></ul><ul><li>A world without Wegmans? Let’s not even think about it. - Courtney Kates, Pipe Dream (Binghamton University Student Paper), 3/6/09 </li></ul>(Background continued)
  8. 8. Results <ul><li>Wegmans is not a grocery store - it’s an experience. </li></ul>
  9. 9. Background - Who Experiences Wegmans? <ul><li>College Students </li></ul><ul><li>Moms </li></ul><ul><li>Families </li></ul><ul><li>Young Professionals </li></ul><ul><li>Senior Citizens </li></ul><ul><li>Schools </li></ul><ul><li>Employees </li></ul><ul><li>Local Communities </li></ul>
  10. 10. <ul><li>Increase market share in existing locations </li></ul><ul><li>Continue to be an industry leader in providing healthy, friendly and satisfied customer experience </li></ul><ul><li>Successfully launch 13 new stores in 2009-2010 </li></ul><ul><li>Expansion into Boston market </li></ul><ul><li>Employee happiness </li></ul>Current Objectives
  11. 11. Why Social Media? <ul><li>Accelerate the conversation </li></ul><ul><li>Leverage evangelists (including employees) to relate experience </li></ul><ul><li>Highlight original content </li></ul><ul><li>History of technology adoption </li></ul><ul><li>Increase SEO in search engines and within SM outlets </li></ul><ul><li>Drive traffic </li></ul><ul><li>Aid expansion </li></ul><ul><li>Increase profits, hire workers, grow sustainably </li></ul>
  12. 12. Why Social Media? National Appreciation
  13. 13. Current Social Media Presence
  14. 14. Twitter
  15. 15. Facebook
  16. 16. flickr
  17. 17. YouTube
  18. 18. Blogger
  19. 19. Competitive SM Analysis n/a n/a 0 212 $6.4b 460 A&P conglomerate n/a n/a 58 523 $273m 9 Nugget Market 0.002 1 1 631 $11.5b 577 Stop & Shop/Giant 1,208 326,105 (1876) 199 53,751 $6.6b 270 Whole Foods 0.15 84 (0) 192 109,708 $4.67b 570 Wawa 19 1,333 (219) 454 32,697 $4.8b 72 Wegmans Followers/ Store Twitter Followers (updates) Fans/Store Facebook (fans) ‘ 08 Revenue Stores Company
  20. 20. Social Media Strategy <ul><li>Integrate, focused, fresh and original content with YouTube, Facebook, Twitter, Flickr </li></ul><ul><li>Increase Facebook presence </li></ul><ul><li>Engage Twitter </li></ul><ul><li>Create microsite </li></ul><ul><li>Partner with niche online communities/link building </li></ul>
  21. 21. 50 Quality Videos 37 Subscribers 33,000 Fans No Content 1,327 Followers No Content Capture Existing Opportunities Tear Down the Walls 90 Quality Videos 2,200 Recipes <ul><li>One channel (wegmans.com) releasing content to multiple channels </li></ul><ul><li>Combine wegmans.com video with YouTube channel </li></ul><ul><li>Create unified experience for loyal/future customers </li></ul>Wegmans.com YouTube Twitter Facebook
  22. 22. Facebook <ul><li>Implement Facebook Connect with wegmans.com </li></ul><ul><li>Link customer shopping card with profile </li></ul><ul><li>Provide a “voice” to fan page </li></ul><ul><li>Offer fans exclusive discounts </li></ul><ul><li>Allow fans to share recipes </li></ul><ul><li>Create group for employees </li></ul>Facebook’s fastest growing segment: Women over 55
  23. 23. Twitter <ul><li>Unified experience </li></ul><ul><li>Provide community for employees to promote and discuss experiences (twitter.zappos.com) </li></ul><ul><li>Leverage thought leadership </li></ul><ul><ul><li>Create account for Danny Wegman (CEO) </li></ul></ul><ul><ul><li>Provide and receive feedback </li></ul></ul>
  24. 24. Microsite <ul><li>Conduit for social networking activity </li></ul><ul><li>Build on wegmans.com experience </li></ul><ul><ul><li>Experiencewegmans.com </li></ul></ul><ul><ul><li>Wegmans.com/experience </li></ul></ul>
  25. 25. Partner With Niche Community <ul><li>Link building </li></ul><ul><li>Industry blogs </li></ul><ul><ul><li>Afullbelly.com </li></ul></ul><ul><ul><li>Smittenkitchen.com </li></ul></ul><ul><li>Recipe sites </li></ul><ul><ul><li>Foodnetwork.com </li></ul></ul><ul><ul><li>Recipe.com </li></ul></ul><ul><ul><li>Epicurious.com </li></ul></ul><ul><li>Mom 2.0 </li></ul><ul><ul><li>Cafemom.com </li></ul></ul>
  26. 26. Cafemom.com (#17 Most Visited Social Networking Site)
  27. 27. The Risk
  28. 28. Supporting SEO <ul><li>Leverage existing content </li></ul><ul><li>Keywords </li></ul><ul><ul><li>Wegmans, Quality foods, Eat well live well, Cooking classes, Food events, Recipes, Grocery, Supermarket, Family owned market </li></ul></ul><ul><li>Focused, repeated and consistent messaging across SM </li></ul><ul><ul><li>Copy on social media websites links back to copy on wegmans.com and possible microsites </li></ul></ul><ul><li>Page titles, metadata </li></ul><ul><li>Link building </li></ul>
  29. 29. Google “Wegmans”
  30. 30. Yahoo “Wegmans”
  31. 31. Google “Supermarkets”
  32. 32. Yahoo “Supermarkets”
  33. 33. Possible Implementation Plan <ul><li>Discovery </li></ul><ul><ul><li>Research </li></ul></ul><ul><ul><li>Business requirements </li></ul></ul><ul><ul><li>Competitive analysis </li></ul></ul><ul><li>Design/Strategy </li></ul><ul><ul><li>Create strategy model </li></ul></ul><ul><li>Deploy </li></ul><ul><ul><li>Test </li></ul></ul><ul><ul><li>Go live </li></ul></ul>
  34. 34. ROI & Success Metrics <ul><li>Within three months of launch: </li></ul><ul><ul><li>100,000 Facebook fans </li></ul></ul><ul><ul><li>90,000 Twitter followers </li></ul></ul><ul><ul><li>Mirrored YouTube experience </li></ul></ul><ul><ul><li>Partner with 5 industry leading blogs </li></ul></ul><ul><ul><li>Fully-integrated microsite supporting all SM activity </li></ul></ul><ul><ul><li>50,000 new registered users on wegmans.com </li></ul></ul><ul><ul><li>10/10 positive search results for “Wegmans” in major search engines </li></ul></ul><ul><ul><li>#1 organic search for “supermarket” and “grocery store” in Northeast and Mid-Atlantic </li></ul></ul>
  35. 35. <ul><li>Thank You </li></ul><ul><li>Questions? </li></ul>