ROCHE BROS. SUPERMARKETSSOCIAL MEDIA: TODAY’S WORD OF MOUTH1 FEBRUARY 2012
BERGERON BY THE NUMBERS                                                       20 YEARS                                    ...
ROCHE BROS. SOCIAL MEDIA PRESENTATIONCOPYRIGHT © 2012 BERGERON CREATIVE STUDIOS, INC.    THE IDEAS CONTAINED IN THIS PRESE...
FACEBOOK BY THE NUMBERS                                                       800,000,000                                 ...
TWITTER BY THE NUMBERS                                                       300,000,000                                  ...
YOUTUBE BY THE NUMBERS                                                       800,000,000                                  ...
CONSUMERS CONTROL MARKETINGCOPYRIGHT © 2012 BERGERON CREATIVE STUDIOS, INC.    THE IDEAS CONTAINED IN THIS PRESENTATION CA...
WHO TRUSTS YOU?                                                     92%Percentage of shoppers more confident               ...
WHO LOVES YOU?                                                     90%Percentage of brand touchpoints now                 ...
WHO TRUSTS YOU?                                                     75%Percentage of consumers that don’t                 ...
WHO LOVES YOU?                                                     53%By 2014, total percentage of retail sales           ...
BUILDING LOYALTY WITH RAVING FANSCOPYRIGHT © 2012 BERGERON CREATIVE STUDIOS, INC.    THE IDEAS CONTAINED IN THIS PRESENTAT...
SOCIAL MEDIA: BIGGER THAN YOU THINK                                                   BABY BOOMERS                        ...
SOCIAL MEDIA: BIGGER THAN YOU THINK                                                   GENERATION X                        ...
SOCIAL MEDIA: BIGGER THAN YOU THINK                                                   MILLENIALS                          ...
SOCIAL MEDIA: BIGGER THAN YOU THINK                                                   91%                                 ...
THE YEAR MILLENIALS SURPASSED BOOMERS IN THE WORKFORCE.COPYRIGHT © 2012 BERGERON CREATIVE STUDIOS, INC.    THE IDEAS CONTA...
80%                                                   PEOPLE ARE THE MEDIA      Via social      media      people share   ...
TYPES OF SOCIAL MEDIA BUZZ                                                   • Complaints                                 ...
ROCHE BROS. SOCIAL MEDIA STRATEGYCOPYRIGHT © 2012 BERGERON CREATIVE STUDIOS, INC.    THE IDEAS CONTAINED IN THIS PRESENTAT...
YOUR WEBSITE IS THE HUBCOPYRIGHT © 2012 BERGERON CREATIVE STUDIOS, INC.    THE IDEAS CONTAINED IN THIS PRESENTATION CANNOT...
REBRANDED TO REFLECT FEEL OF STORESCOPYRIGHT © 2012 BERGERON CREATIVE STUDIOS, INC.    THE IDEAS CONTAINED IN THIS PRESENT...
REBRANDED TO REFLECT FEEL OF STORESCOPYRIGHT © 2012 BERGERON CREATIVE STUDIOS, INC.    THE IDEAS CONTAINED IN THIS PRESENT...
ROCHE BROS. CORE SOCIAL MEDIA SITESCOPYRIGHT © 2012 BERGERON CREATIVE STUDIOS, INC.    THE IDEAS CONTAINED IN THIS PRESENT...
FACEBOOK                  Microsite                  •  Landing Pages                  •  Leverage existing content       ...
TWITTER                     Two way                     conversation                     •  Respond to Tweet about        ...
YOUTUBE                      3 Billion video                      views per day                      •  Leverage video    ...
INCREASE MILLENIAL CUSTOMER BASECOPYRIGHT © 2012 BERGERON CREATIVE STUDIOS, INC.    THE IDEAS CONTAINED IN THIS PRESENTATI...
PINTEREST                     Create boards                     •      Recipes                     •      Prepared Food   ...
GOOGLE+                   Hangouts                   •  Up to 10 people can be in a                      video “hang out” ...
PROMOTE HOME DELIVERY SERVICECOPYRIGHT © 2012 BERGERON CREATIVE STUDIOS, INC.    THE IDEAS CONTAINED IN THIS PRESENTATION ...
TUMBLR.                    Simple blogging site                    •  Home delivery coupons                    •  Promote ...
TOUT                     15 second videos                     •      Post from mobile device                     •      Pr...
PROMOTE CREATIVE ENTERTAININGCOPYRIGHT © 2012 BERGERON CREATIVE STUDIOS, INC.    THE IDEAS CONTAINED IN THIS PRESENTATION ...
FLICKR                     Create Photo Sets                     •      Leverage existing content                     •   ...
INSTAGRAM                     1970’s style photos                     in Square format                     •      Creative...
PROMOTE WESTBORO LOCATIONCOPYRIGHT © 2012 BERGERON CREATIVE STUDIOS, INC.    THE IDEAS CONTAINED IN THIS PRESENTATION CANN...
FOODSPOTTING                   Location-based                   visual guide to                   good food and           ...
FOURSQUARE                     Location-based                     social networking                     website for mobile...
NEXT STEPS                                                     •         Prioritize based on greatest RIO                 ...
BRANDING       151 Worcester Street      888.764.6171INTERACTIVE    First Floor               ideas@bergeroncreative.comSO...
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Roche Bros. Supermarket Social Media

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ROCHE BROS. SUPERMARKETS
Social media: Today’s word of mouth
1 February 2012

Roche Bros. Social Media Presentation

Consumers CONTROL MARKETING

BUILDING loyalty with Raving Fans

Social Media: Bigger Than you think

Social Media: Bigger Than you think

Social Media: Bigger Than you think

Social Media: Bigger Than you think

THE year millenials surpassed boomers in the workforce.

PEOPLE ARE THE MEDIA

Types of Social Media Buzz

ROCHE BROS. SOCIAL MEDIA Strategy

Your website is the Hub

Rebranded to reflect feel of Stores

Rebranded to reflect feel of Stores

Roche Bros. Core Social Media sites

Two way conversation
Respond to Tweet about Roche Bros.
Find your Influencers and Earlyvangelists
Twitter Chats
Avoiding gluten?, Looking for something healthy? , Check out this meal!
Conduct polls
Announce Store Events and Promotions

Increase Millenial Customer Base

Promote Home Delivery Service

Promote Creative Entertaining

Promote Westboro Location

Published in: Design, Technology, Business
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Roche Bros. Supermarket Social Media

  1. 1. ROCHE BROS. SUPERMARKETSSOCIAL MEDIA: TODAY’S WORD OF MOUTH1 FEBRUARY 2012
  2. 2. BERGERON BY THE NUMBERS 20 YEARS Bergeron Creative founded in 1991 24/7 CREATORS 7 team members each with over 24 years experience 3 CAPABILITIES Branding, interactive and social mediaCOPYRIGHT © 2012 BERGERON CREATIVE STUDIOS, INC. THE IDEAS CONTAINED IN THIS PRESENTATION CANNOT BE USED WITHOUT WRITTEN PERMISSION. ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 2
  3. 3. ROCHE BROS. SOCIAL MEDIA PRESENTATIONCOPYRIGHT © 2012 BERGERON CREATIVE STUDIOS, INC. THE IDEAS CONTAINED IN THIS PRESENTATION CANNOT BE USED WITHOUT WRITTEN PERMISSION. ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 3
  4. 4. FACEBOOK BY THE NUMBERS 800,000,000 People on Facebook 500,000,000 People using Facebook Apps 350,000,000 People accessing Facebook via mobileCOPYRIGHT © 2012 BERGERON CREATIVE STUDIOS, INC. THE IDEAS CONTAINED IN THIS PRESENTATION CANNOT BE USED WITHOUT WRITTEN PERMISSION. ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 4
  5. 5. TWITTER BY THE NUMBERS 300,000,000 People on Twitter 100,000,000+ Businesses on Twitter 250,000,000+ Business Tweets per dayCOPYRIGHT © 2012 BERGERON CREATIVE STUDIOS, INC. THE IDEAS CONTAINED IN THIS PRESENTATION CANNOT BE USED WITHOUT WRITTEN PERMISSION. ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 5
  6. 6. YOUTUBE BY THE NUMBERS 800,000,000 Visitors to YouTube each month 3,000,000,000 Video views per day 400,000,000 Mobile video views per dayCOPYRIGHT © 2012 BERGERON CREATIVE STUDIOS, INC. THE IDEAS CONTAINED IN THIS PRESENTATION CANNOT BE USED WITHOUT WRITTEN PERMISSION. ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 6
  7. 7. CONSUMERS CONTROL MARKETINGCOPYRIGHT © 2012 BERGERON CREATIVE STUDIOS, INC. THE IDEAS CONTAINED IN THIS PRESENTATION CANNOT BE USED WITHOUT WRITTEN PERMISSION. ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 7
  8. 8. WHO TRUSTS YOU? 92%Percentage of shoppers more confident with info online vs. from a salesclerkCOPYRIGHT © 2012 BERGERON CREATIVE STUDIOS, INC. THE IDEAS CONTAINED IN THIS PRESENTATION CANNOT BE USED WITHOUT WRITTEN PERMISSION. ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 8
  9. 9. WHO LOVES YOU? 90%Percentage of brand touchpoints now generated by consumersCOPYRIGHT © 2012 BERGERON CREATIVE STUDIOS, INC. THE IDEAS CONTAINED IN THIS PRESENTATION CANNOT BE USED WITHOUT WRITTEN PERMISSION. ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 9
  10. 10. WHO TRUSTS YOU? 75%Percentage of consumers that don’t believe advertisements tell the truthCOPYRIGHT © 2012 BERGERON CREATIVE STUDIOS, INC. THE IDEAS CONTAINED IN THIS PRESENTATION CANNOT BE USED WITHOUT WRITTEN PERMISSION. ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 10
  11. 11. WHO LOVES YOU? 53%By 2014, total percentage of retail sales affected by the InternetCOPYRIGHT © 2012 BERGERON CREATIVE STUDIOS, INC. THE IDEAS CONTAINED IN THIS PRESENTATION CANNOT BE USED WITHOUT WRITTEN PERMISSION. ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 11
  12. 12. BUILDING LOYALTY WITH RAVING FANSCOPYRIGHT © 2012 BERGERON CREATIVE STUDIOS, INC. THE IDEAS CONTAINED IN THIS PRESENTATION CANNOT BE USED WITHOUT WRITTEN PERMISSION. ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 12
  13. 13. SOCIAL MEDIA: BIGGER THAN YOU THINK BABY BOOMERS 53% 1946 –1964 Social networking growth among users aged 55-64 between 2009 and 2010COPYRIGHT © 2012 BERGERON CREATIVE STUDIOS, INC. THE IDEAS CONTAINED IN THIS PRESENTATION CANNOT BE USED WITHOUT WRITTEN PERMISSION. ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 13
  14. 14. SOCIAL MEDIA: BIGGER THAN YOU THINK GENERATION X 79% 1965 –1980 Percentage of users aged 31-46 on social networking sites in 2011COPYRIGHT © 2012 BERGERON CREATIVE STUDIOS, INC. THE IDEAS CONTAINED IN THIS PRESENTATION CANNOT BE USED WITHOUT WRITTEN PERMISSION. ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 14
  15. 15. SOCIAL MEDIA: BIGGER THAN YOU THINK MILLENIALS 81% 1981-1999 Use Facebook every day, double the amount they watch TV or read newspapers COPYRIGHT © 2012 BERGERON CREATIVE STUDIOS, INC. THE IDEAS CONTAINED IN THIS PRESENTATION CANNOT BE USED WITHOUT WRITTEN PERMISSION. ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 15
  16. 16. SOCIAL MEDIA: BIGGER THAN YOU THINK 91% MILLENIALS Users aged 14-30 make their Facebook Places and Foursquare check-ins public COPYRIGHT © 2012 BERGERON CREATIVE STUDIOS, INC. THE IDEAS CONTAINED IN THIS PRESENTATION CANNOT BE USED WITHOUT WRITTEN PERMISSION. ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 16
  17. 17. THE YEAR MILLENIALS SURPASSED BOOMERS IN THE WORKFORCE.COPYRIGHT © 2012 BERGERON CREATIVE STUDIOS, INC. THE IDEAS CONTAINED IN THIS PRESENTATION CANNOT BE USED WITHOUT WRITTEN PERMISSION. ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 17
  18. 18. 80% PEOPLE ARE THE MEDIA Via social media people share •  New foods •  Interesting foods •  New recipes •  Places to find these foods or the needed ingredients Percentage of people who daily don’t know what’s for dinner, even as 4pm approachesCOPYRIGHT © 2012 BERGERON CREATIVE STUDIOS, INC. THE IDEAS CONTAINED IN THIS PRESENTATION CANNOT BE USED WITHOUT WRITTEN PERMISSION. ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 18
  19. 19. TYPES OF SOCIAL MEDIA BUZZ • Complaints • Compliments • Product usage experiences • Recommendations • Suggestions • Comparisons • Purchase intention/buying behavior • Switching behaviorCOPYRIGHT © 2012 BERGERON CREATIVE STUDIOS, INC. THE IDEAS CONTAINED IN THIS PRESENTATION CANNOT BE USED WITHOUT WRITTEN PERMISSION. ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 19
  20. 20. ROCHE BROS. SOCIAL MEDIA STRATEGYCOPYRIGHT © 2012 BERGERON CREATIVE STUDIOS, INC. THE IDEAS CONTAINED IN THIS PRESENTATION CANNOT BE USED WITHOUT WRITTEN PERMISSION. ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 20
  21. 21. YOUR WEBSITE IS THE HUBCOPYRIGHT © 2012 BERGERON CREATIVE STUDIOS, INC. THE IDEAS CONTAINED IN THIS PRESENTATION CANNOT BE USED WITHOUT WRITTEN PERMISSION. ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 21
  22. 22. REBRANDED TO REFLECT FEEL OF STORESCOPYRIGHT © 2012 BERGERON CREATIVE STUDIOS, INC. THE IDEAS CONTAINED IN THIS PRESENTATION CANNOT BE USED WITHOUT WRITTEN PERMISSION. ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 22
  23. 23. REBRANDED TO REFLECT FEEL OF STORESCOPYRIGHT © 2012 BERGERON CREATIVE STUDIOS, INC. THE IDEAS CONTAINED IN THIS PRESENTATION CANNOT BE USED WITHOUT WRITTEN PERMISSION. ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 23
  24. 24. ROCHE BROS. CORE SOCIAL MEDIA SITESCOPYRIGHT © 2012 BERGERON CREATIVE STUDIOS, INC. THE IDEAS CONTAINED IN THIS PRESENTATION CANNOT BE USED WITHOUT WRITTEN PERMISSION. ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 24
  25. 25. FACEBOOK Microsite •  Landing Pages •  Leverage existing content •  Import Twitter, Flickr, YouTube •  Use coupons to promote Home Delivery •  Weekly Specials •  Announce Store Events and Promotions •  Conduct pollsCOPYRIGHT © 2012 BERGERON CREATIVE STUDIOS, INC. THE IDEAS CONTAINED IN THIS PRESENTATION CANNOT BE USED WITHOUT WRITTEN PERMISSION. ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 25
  26. 26. TWITTER Two way conversation •  Respond to Tweet about Roche Bros. •  Find your Influencers and Earlyvangelists •  Twitter Chats •  Avoiding gluten?, Looking for something healthy? , Check out this meal! •  Conduct polls •  Announce Store Events and PromotionsCOPYRIGHT © 2012 BERGERON CREATIVE STUDIOS, INC. THE IDEAS CONTAINED IN THIS PRESENTATION CANNOT BE USED WITHOUT WRITTEN PERMISSION. ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 26
  27. 27. YOUTUBE 3 Billion video views per day •  Leverage video content •  Present videos in user friendly manner •  Google loves YouTube •  Increase visibility of videos •  Garner greater influence of brandCOPYRIGHT © 2012 BERGERON CREATIVE STUDIOS, INC. THE IDEAS CONTAINED IN THIS PRESENTATION CANNOT BE USED WITHOUT WRITTEN PERMISSION. ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 27
  28. 28. INCREASE MILLENIAL CUSTOMER BASECOPYRIGHT © 2012 BERGERON CREATIVE STUDIOS, INC. THE IDEAS CONTAINED IN THIS PRESENTATION CANNOT BE USED WITHOUT WRITTEN PERMISSION. ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 28
  29. 29. PINTEREST Create boards •  Recipes •  Prepared Food •  Creative Entertaining •  Healthy EatingCOPYRIGHT © 2012 BERGERON CREATIVE STUDIOS, INC. THE IDEAS CONTAINED IN THIS PRESENTATION CANNOT BE USED WITHOUT WRITTEN PERMISSION. ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 29
  30. 30. GOOGLE+ Hangouts •  Up to 10 people can be in a video “hang out” or conference. •  We can reward our best Influencers or social participants with the celebrity Chef Q&A. •  Invite people to watch “Hang out”COPYRIGHT © 2012 BERGERON CREATIVE STUDIOS, INC. THE IDEAS CONTAINED IN THIS PRESENTATION CANNOT BE USED WITHOUT WRITTEN PERMISSION. ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 30
  31. 31. PROMOTE HOME DELIVERY SERVICECOPYRIGHT © 2012 BERGERON CREATIVE STUDIOS, INC. THE IDEAS CONTAINED IN THIS PRESENTATION CANNOT BE USED WITHOUT WRITTEN PERMISSION. ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 31
  32. 32. TUMBLR. Simple blogging site •  Home delivery coupons •  Promote store pick-up •  Weekly SpecialsCOPYRIGHT © 2012 BERGERON CREATIVE STUDIOS, INC. THE IDEAS CONTAINED IN THIS PRESENTATION CANNOT BE USED WITHOUT WRITTEN PERMISSION. ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 32
  33. 33. TOUT 15 second videos •  Post from mobile device •  Promote Home delivery •  Customer testimonials •  Picker Testimonials •  Driver Testimonials •  Promote Store pick-upCOPYRIGHT © 2012 BERGERON CREATIVE STUDIOS, INC. THE IDEAS CONTAINED IN THIS PRESENTATION CANNOT BE USED WITHOUT WRITTEN PERMISSION. ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 33
  34. 34. PROMOTE CREATIVE ENTERTAININGCOPYRIGHT © 2012 BERGERON CREATIVE STUDIOS, INC. THE IDEAS CONTAINED IN THIS PRESENTATION CANNOT BE USED WITHOUT WRITTEN PERMISSION. ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 34
  35. 35. FLICKR Create Photo Sets •  Leverage existing content •  Creative Entertaining •  Prepared Foods •  Recipes •  Push to FacebookCOPYRIGHT © 2012 BERGERON CREATIVE STUDIOS, INC. THE IDEAS CONTAINED IN THIS PRESENTATION CANNOT BE USED WITHOUT WRITTEN PERMISSION. ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 35
  36. 36. INSTAGRAM 1970’s style photos in Square format •  Creative Entertaining •  Prepared Foods •  Recipes •  Push to TwitterCOPYRIGHT © 2012 BERGERON CREATIVE STUDIOS, INC. THE IDEAS CONTAINED IN THIS PRESENTATION CANNOT BE USED WITHOUT WRITTEN PERMISSION. ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 36
  37. 37. PROMOTE WESTBORO LOCATIONCOPYRIGHT © 2012 BERGERON CREATIVE STUDIOS, INC. THE IDEAS CONTAINED IN THIS PRESENTATION CANNOT BE USED WITHOUT WRITTEN PERMISSION. ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 37
  38. 38. FOODSPOTTING Location-based visual guide to good food and where to find it •  Leverage existing content •  Create a Guide (menu) for prepared food •  Create a Guide (menu) for Creative Entertaining •  Accessible via mobileCOPYRIGHT © 2012 BERGERON CREATIVE STUDIOS, INC. THE IDEAS CONTAINED IN THIS PRESENTATION CANNOT BE USED WITHOUT WRITTEN PERMISSION. ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 38
  39. 39. FOURSQUARE Location-based social networking website for mobile •  Loyalty programs (like digital punch card) •  Check-in rewards •  Mayor Specials •  Swarms •  Amex RewardsCOPYRIGHT © 2012 BERGERON CREATIVE STUDIOS, INC. THE IDEAS CONTAINED IN THIS PRESENTATION CANNOT BE USED WITHOUT WRITTEN PERMISSION. ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 39
  40. 40. NEXT STEPS •  Prioritize based on greatest RIO •  Establish budget •  Align with promotion, events, etc. •  Timeline implementation •  Optimize Website •  Gather existing content •  Populate sites •  Engage your customers •  Cultivate Raving FansCOPYRIGHT © 2012 BERGERON CREATIVE STUDIOS, INC. THE IDEAS CONTAINED IN THIS PRESENTATION CANNOT BE USED WITHOUT WRITTEN PERMISSION. ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 40
  41. 41. BRANDING 151 Worcester Street 888.764.6171INTERACTIVE First Floor ideas@bergeroncreative.comSOCIAL MEDIA North Grafton, Ma 01536 www.bergeroncreative.com

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