The 2017-2018 Social Media Strategy for Whole Foods Inc.

1. Whole Foods
October 4th, 2017
Ashley Ryan

2. Table of Contents
• Executive Summary- Slide 3
• Social Media Audit- Slide 4
• Social Media Objectives- Slide 5
• Online Brand Persona & Voice- Slide 6
• Strategies & Tools- Slide 7
• Timing & Key Dates- Slide 8
• Social Media Roles & Responsibilities- Slide 9
• Social Media Policy- Slide 10
• Critical Response Plan- Slide 11
• Measurement & Reporting Results- Slide 12

3. Executive Summary
• Major social media priorities for 2017-18 will be growing community
engagement and increasing online following
• Primary focus to increase revenue goals as well as improve customer
satisfaction & interaction by posting relevant and interesting content
• Two major social strategies will support this objective:
1. A plan to increase more UGC to our social profiles
2. Post more content with specific calls to response from our audience

4. Social Media Audit
• Social Media Assessment:
Social Network URL Follower Count Average
Weekly
Activity
Average
Engagement
Rate
Facebook https://www.fa
cebook.com/W
holeFoods/
4 million
Instagram https://www.in
stagram.com/
wholefoods/
2.4 million 2000
Pinterest https://www.pi
nterest.com/w
holefoods/
332507 15000
Twitter https://twitter.
com/wholefoo
ds/
4.86 Million 8000
YouTube https://www.y
outube.com/w
holefoods
74,000 300
Google + https://plus.go 253969 700

5. Social Media Objectives
In 2017-18 our primary focus of our social media strategy will be to
exceed our revenue goals by increasing desire to enter the stores and
creating a community by building relationships with our customers and
creating engaging posts
Specific Objectives:
1) Increase traffic to website by 40%:
• Promoting Pinterest pins
• Increasing brand hashtags specifically on Twitter
2) Increase Instagram followers by 12,000 in the next 12 months

6. Online Brand Persona & Voice
• When Interacting with Customers we are:
• Friendly
• Helpful
• Accurate
• Adjectives that describe our brand:
• Whole
• Clean
• Organic
• Healthy
• Fresh

7. Strategies & Tools

8. Timing & Key Dates
• Holiday Dates:
• Halloween (Oct. 31) “Wholesome Halloween” Campaign
• Thanksgiving (Nov. 23)
• Christmas (Dec. 5)
• New Years (Jan. 1) – “New Year, New You!” Campaign

9. Social Media Roles & Responsibilities
• Global Marketing Director- Sonya Gafsi Oblisk
• Growth & Business Development- Betsy Foster
• Accounting/ Controller- Sam Ferguson
• Social Media Director- Ashley Ryan

10. Social Media Policy
Social Media is used to spread company messages as well as positivity
and healthy lifestyles. Guidelines to follow:
• Always be respectful
• Do not respond to negativity
• Never be rude or insensitive
• Do not mention competition in any way
• If unsure about content posting- ask us!

11. Critical Response Plan
• Scenario 1- Innapropriate tweet sent from @WholeFoods
Action Plan
When aware of Tweet:
1. Take screenshot
2. Delete Tweet
3. Alert Ashley Ryan (Social Media Director) or supervisor
4. Wait for further instruction
Pre approved messaging will be determined on a case-by-case scenario
• Scenario 2- Unsatisfactory Customer
When aware of situation:
1. Send automated pre-approved message:
“We are extremely sorry about the inconvenience, may we message you to resolve the issue?”

12. Measurement & Reporting Results