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Whole foods social media strategy
- 1. Faith Bautista Oct. 8, 2017
- 2. Table of Contents 1. Executive Summary 2. Social Media Audit 3. Social Media Objectives 4. Online Brand Persona and Voice 5. Strategies and Tools 6. Timing and Key Dates 7. Social Media Roles and Responsibilities 8. Social Media Policy 9. Critical Response Plan 10. Measurement and Reporting Results
- 3. Mission & Core Values Selling the highest quality natural and organic products available Satisfying and delighting our customers Supporting team member happiness and excellence Creating wealth through profits & growth Caring about our communities & our environment Creating ongoing win-win partnerships with our suppliers. Promoting the health of our stakeholders through healthy eating education
- 4. Executive Summary Whole Foods’ main social media objective for 2017 is to develop and implement storytelling and publishing across owned, paid and earned channels. With the use of customer data, brand/category/promotions positioning, channel data and trends Whole Foods strives to tell the right stories in the right place at the right time to drive trips, build brand equity and increase digital engagement. Whole Foods’ target market is high income, lower-middle age individuals.
- 5. Social Media Assessment Social Network URL Follower Count Average Weekly Activity Average Engagement Rate Twitter https://twitter.com/ wholefoods/ 4.86M 18 posts 6.3% Facebook httpwww.facebook.com/ WholeFoodss:/// 4,077,420 8 posts 6.1% Instagram https://www.instagram. com/wholefoods/ 2.4M 6-7 posts 4.9% Pinterest https://www.pinterest.c om/wholefoods/ 332,684 6 posts 3.8% Google Plus https://plus.google.com /+wholefoods 253,947 7 posts 4.5% YouTube https://www.youtube.co m/wholefoods 74,014 3-4 5%
- 6. Website Traffic Source Assessment Source Volume Percentage of Overall Traffic Conversion Rate Twitter 5000 unique visits 42% 4.2% Facebook 4.9K unique visits 38% 3.9% Instagram 3000 unique visits 27% 2.1%
- 7. Audience Demographics Assessment The sample data above comes from real shopping receipts. InfoScout has America's largest purchase panel, and captures 1 in every 500 shopping trips. Assessment summary: Whole Foods shoppers are generally very high income, Asian, and lower middle age. Whole Foods shoppers tend to make small to mid sized trips.
- 8. Competitor Assessment Competitor Name Social Media Profile Strengths Weaknesses Trader Joe’s none Locality of each Trader Joe's and their ”Fearless Flyer" which is sent direct to customers home's or emails gives the "local and fresh feel." No official social media pages, only fan made pages. Lack of social media presence and direct interaction with consumers. Sprouts Farmers Market Facebook, Twitter, Pinterest Twitter content seems more organic than whole foods (lots of product photos, example recipes etc.) Facebook page has similar content as Whole foods. Sprouts does not as many social media profiles This assessment shows Whole Foods’ main competitors and their main social media usage or their lack of. Sprouts has more organic content than Whole Foods’ Twitter account, who mainly posts about products. Trader Joe’s has no official social media accounts.
- 9. Specific Objectives Continue to build brand equity by directing traffic from social media sites to website and into stores. Increase digital engagement on Instagram by 10% Encourage customer interaction with comments and likes Increase engagement with customers with children through “Growing Healthy Kids Campaign.”
- 10. Key Performance Indicators Increase of social media traffic correlating with increase of customers in store Increase of Instagram followers, likes and comments Increase customer demographic of customers with kids
- 11. Key Messages Celebrating the joy & love of real food all day, every day #GrowingHealthyKids #WholeFoodsFaves We Believe in Real Food
- 12. Adjectives that describe Whole Foods: When Interacting with customers we are: Love Quality Fresh Sustainable Healthy Excellence Friendly Caring Helpful Thankful Resourceful
- 16. Strategies & Tools Paid Create and promote content for ”Growing Healthy Kids” campaign Owned Currently promoting campaign, “Growing Healthy Kids,” with #GrowingHealthyKids through digital media on all social platforms Earned Monitor #GrowingHealthyKids on social media and retweet or share content that promotes this or any consumers that donate to this campaign Approved Tools: Hootsuite Rejected Tools: N/A Existing Subscriptions/Licenses Youtube Google+
- 18. Key Dates: Spring: March 20 Summer: June 21 Fall: September 22 Thanksgiving Week Winter: December 21 Internal Events: Local Vendor Fair: June 25 Growing Healthy Kids Campaign: Oct. 1-15 Lead Times: 1-2 months before start of campaign or change in season Reporting Dates: Quarterly fiscal reports every 12 and 40 weeks
- 19. Social Media Roles & Policy Integrated brand content and social media director: Lisa Grimm Development and implementation of Whole Foods Market's storytelling and publishing approach across owned, paid and earned channels Policy: We created this page solely for customers and team members to share comments about Whole Foods products, programs, and shopping experiences. Unrelated comments will be removed by Whole Foods Market at our discretion. If any portion of a comment is deemed inappropriate, the entire comment will be deleted. TEAM MEMBERS: We welcome you to join the discussion here. However, this page is not provided and may not be used as a forum to discuss employment issues, individual personnel matters or other issues unrelated to the purposes described above. Please bring those issues to the attention of Team Member Services. When commenting, you must disclose that you work for Whole Foods Market by clearly stating it or designating comments with #teamwfm.
- 20. Critical Response Plan Scenario 1- Unprofessional usage of #GrowingHealthyKids from @WholeFoods Twitter account Screenshot unprofessional tweet for records Delete tweet Send to director & assess further action depending on severity of tweet Scenario 2- Dissatisfied customer due to product Apologize Give direct contact information by asking consumer to direct message to address the problem Further assess and compensate customer depending on severity of problem
- 21. Measurement & Reporting Results Quantitative KPI’s: Quarterly reporting every 12 and work 40 weeks Data as of July 26, 2017 Website Traffic Sources Assessment: Source Volume % of Traffic Conversion Rate Twitter 5500 unique visits 15% 4.5% Facebook 5000 unique visits 13% 3.2% Instagram 3300 unique visits 10% 1.8%
- 22. Social Network Data Social Network URL Follower Count Average Weekly Activity Average Engagement Rate Twitter https://twitter.com/wholef oods/ 4.86M+5% growth 20 posts 7.2% Facebook httpwww.facebook.com/Wh oleFoodss:/// 4,077,420+4% growth 9 posts 6.9% Instagram https://www.instagram.com /wholefoods/ 2.4M +4% growth 7 posts 5.3% Pinterest https://plus.google.com/+w holefoods 332,684 +1% growth 7 posts 4.1% Google Plus https://plus.google.com/+w holefoods 253,947 +1% growth 8 posts 4.7% YouTube https://www.youtube.com/ wholefoods 74,014 +2% growth 4-5 posts 5.2%
- 23. Future proposals Continue to share quality content to all social media networks to continue increase in growth across platforms Engage in conversation with consumers especially more on Instagram Promote campaigns for sustainability for people, profits, and the planet