Social media strategy
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This is a complete social media strategy for Trader Joe's. I cover all of the necessary aspects of implementing this new digital marketing plan.
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Social media strategy
- 1. Social Media Strategy RTV 4930 Jonah Suissa
- 2. TABLE OF CONTENTS 1.Executive Summary 2. Social Media Audit -Social Media Assessment -Customer Demographics Assessment -Competitor Assessment 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. EXECUTIVE SUMMARY Our major social media priorities for the coming year, to establish social profiles on Facebook, Instagram, & Twitter. The primary focus of establishing a social media presence is to support revenue streams by influencing our customers to shop our in-store deals. Additionally, to engage and build deeper relationships with our customers through creation of meaningful content. We want to increase customer service and loyalty. Two major social strategies will support this objective: 1. Create online platforms to engage customers 2. Encourage customer and employee conversations on the web ! SOCIAL MEDIAAUDIT The following is an audit of Trader Joes Inc. social media presence to date. It includes an assessment of all social networks, web traffic, audience demographics, and a competitor analysis. Social Media Assessment: At present time, there are no official social media platforms for Trader Joes Inc. Although, there are many unofficial pages created by fans of the company. There are also sporadic Facebook accounts of individual stores around the country. These pages don't offer content, serve only as a website for stores; listing hours and location. ! ! ! Social Network URL Follower Count Average Weekly Activity Average Engagement Rate Facebook N/A 0 None None Twitter N/A 0 None None Instagram N/A 0 None None LinkedIn N/A 0 None None
- 4. ! ! Audience Demographics Assessment Audience Demographics Summary: There are no existing social media outlets to determine our demographic, but we can assume that Trader Joes caters to 15-50, both male and female, trendy, healthy, and educated consumers. Competitor Assessment Competitor Assessment Summary: All of our major competitors seem to be most active on Facebook. From this chart we can learn the we need to create valuable content while keeping the brand appearance. We can also avoid broad content, and keep the content static (not just food). ! Age Gender Primary Social Network Secondary Social Network Primary Need Secondary Need 18-30 N/A N/A N/A N/A N/A 31-40 N/A N/A N/A N/A N/A 41-55 N/A N/A N/A N/A N/A 56-80 N/A N/A N/A N/A N/A Competitior SM Profiles Strengths Weaknesses Publix Facebook - 2.5M Likes Inspiring Content No Promos Wal-Mart Facebook - 32.6M Likes Good Promos Very broad Fresh Market Facebook Colorful Content Only food content Whole Foods Facebook - 1.9M Likes Brand Colors N/A
- 5. SOCIAL MEDIA OBJECTIVES The primary focus of our social media strategy will be to increase revenue in junction with customer service & loyalty. Some specific objectives include: -Reach 100,000 fans on Facebook in our first year -Reach 30,000 followers on Twitter in the first year -Increase overall sales by 2.5% KPIs 1. Number of visitors from Facebook, Twitter and Instagram 2. Number of Facebook Likes 3. Number of promotions, and weekly content posts on Facebook, Instagram, and Twitter 4. Number of Shares on content on Facebook, Twitter and Instagram Key Messages Healthy, Affordable, & Delicious. ! ONLINE BRAND PERSONAAND VOICE Adjectives that describe our brand: -Fun -Laid Back -Ask questions to our consumers -Inform our consumers (deals & recipes) ! !
- 6. When interacting with customers we are: -Respectful -Engaging -Empathetic -Comforting ! STRATEGIES AND TOOLS Paid: We want to spread the word that Trader Joes in now on Social Media. Additionally, every Sunday, publish the most popular piece of content from the previous week. We can insure it is liked by our consumers and guarantee that others will enjoy it too. Owned: After the social profiles are established, we want engage our audience through valuable content. This content will spark the conversations we week from our customers. Earned: Since our current marketing is solely word-of-mouth, we are relying heavily on our customers to help spread the word of our evolving media platforms. Tools -We will use Hoosuite to manage our social media accounts -Canva to assist in the creation of our content -Media outlets ! TIMING AND KEY DATES Holiday Dates -Thanksgiving -Season Changes -Memorial Day -Halloween -Super Bowl -Christmas -Earth Day
- 7. Internal Dates - Community Outreach Programs - Fundraisers - Breast Cancer Awareness Reporting Dates -Reporting Date will happen once a month for the first year -When our marketing is stable, we will meet every quarter ! SOCIAL MEDIA ROLES AND RESPONSIBILITIES Marketing Director - Responsible for higher level planning / Final Approvals Social Media Manager - Day-to-Day management of Marketing Campaigns Social Media Coordinator - Publishing / Monitoring / Responding on SM platforms ! SOCIAL MEDIA POLICY Our goal for establishing a social media presence on the web is mainly to increase the relationships with our customers and our employees. It is extremely important that our team stays consistent with how we handle ourselves on the web. Marketers are expected treat everyone they engage with utmost respect and courtesy. -Use common sense -Be respectful -Dont be afraid to ask for help -Be a problem solver -Be considerate -Always stay positive -Use best judgment -Analyze situations Failure to abide by this code of conduct, will result in disciplinary action, and possible termination. ! !
- 8. CRITICAL RESPONSE PLAN Scenario 1 - Inappropriate Tweet Sent from @TraderJoes / Post on Facebook 1. Take Screenshot 2. Delete Tweet 3. Alert superior - Either Social Media Manager or Social Media Director 4. Upper Level marketing staff will deal with the outcome of the post 5. Marketing staff will decide weather disciplinary action will be required or not ! ! Scenario 2 - Upset customer - Products rotten, spoiled, or expired 1. Apologize on behalf of Trader Joes 2. Ask to speak on a private platform (Email is best) 3. Apologize again and offer a coupon / store credit for inconvenience 4. Screenshot the encounter and submit a report of the incident to the SMM 5. The SMM will make sure the problem is resolved with the department responsible for the mistake. MEASUREMENT AND REPORTING Qualitative - We will use Google Analytics in addition to Facebook & Twitter Analytics to monitor all of our efforts on social media. We want to keep our ears on the streets to hear what people are saying about our new marketing efforts. - We will also use these analytics to monitor our employees engagement on social media ! ! !
- 9. Quantitative -We will track our company sales for each month of the first year and compare them with our social media posts/activity ! ! Platform URL Follower Count Avg Weekly Activity Engagement Rate Facebook facebook.com/ TraderJoes 100,000 7 Posts per week 7% Twitter twitter.com/ TraderJoes 30,000 20 Posts per week 3.5% Instagram instagram.com/ TraderJoes 10,000 5 Posts per week 2%
- 10. !