This a Social Media Strategy that was prepared for a project and is based on esitmated numbers.

1. Social Media Strategy
Kyle Stodard - June 6, 2018

2. Table of Contents
1. Executive Summary
2. Social Media Audit
1. Social Media Assessment
2. Traffic Sources Assessment
3. Customer Demographics Assessment
4. 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 Responsibility
8. Social Media Policy
9. Critical Response Plan
10. Measurement and Reporting Results

3. Executive Summary
• Our Social Media Priority for 2018 is to give great customer service to
our customer and extend the reach of our brand.
• Major social strategies that will support this objective:
• We will use our social media accounts to reach out directly to customers with
questions and complaints.
• We will increase the volume of content that we publish across out social
media sites.
• Company description
• Who are we? Well, we seek out the finest natural and organic foods available,
maintain the strictest quality standards in the industry, and have an
unshakeable commitment to sustainable agriculture. Add to that the
excitement and fun we bring to shopping for groceries, and you start to get a
sense of what we’re all about. Oh yeah, we’re a mission-driven company too.

4. Executive Summary (Continued)
• Target Market
• Adults 18-40
• Middle class
• Sustainability advocates
• People that value quality
• People that view Whole Foods as an experience

5. Social Media Audit
As of June 5th, 2018

6. Social Media Assessment
Social Network URL Follower Count Average Weekly
Activity
Average
Engagement Rate
Facebook https://
www.facebook.co
m/WholeFoods/
4.3 million likes
4.1 million
followers
10-13 post a week 3.5%
Instagram https://
www.instagram.co
m/wholefoods/
2.6 million
followers
10-13 post a week 5%
Twitter https://
twitter.com/
WholeFoods
4.8 million
followers
10-15 post a week 4%
Youtube https://
www.youtube.com/
channel/UCWpLiP-
LlDGDO6zHQaBDNkA
79,428 subscribers 1 video a week 2%

7. Traffic Source Assessment
Source Volume % Overall Conversion Rate
Facebook 70,000 unique
vistors
10% 4%
Instagram 40,000 unique
vistors
5% 3%
Twitter 60,000 unique
vistors
8% 4%
Youtube 20,000 unique
vistors
1% 0.05%

8. Customer Demographics Assessment
Age
Distribution
Gender
Distribution
Primary Social
Network
Secondary
Social Network
Primary Need Secondary
Need
15% - 18-23
25% - 24-29
40% - 30-35
20% - 36-40
Female - 60%
Male - 40%
40% - Twitter
30% - Facebook
30% -
Instagram
45% - Facebook
30% - Twitter
25% -
Instagram
Buying organic
sustainability
sourced food
that is healthy.
Being apart of
shopping
experience
customers get
at Whole Foods

9. Competitor Assessment
Competitor Name Social Media
Profile
Strengths Weaknesses
Publix FB: Publix
Twitter: @Publix
They help
customers and
very friendly
Spelling and
grammar errors
are frequent
Walmart FB: Walmart
Twitter @Walmart
Good unique
content
Don’t actively
engage with
following
Target FB: Target
Twitter @Target
Great content and
very helpful to
customer
Lacks info about
promotions
occurring in stores

10. Social Media Objectives
• In 2018, the primary focus of our social media strategy will be to give great
customer service over our social platforms and to extent the reach of our brand. In
order to do so, we will let customers know we are “here to help” on our social
platforms, and we will grow our online following with relevant engaging content.
• Specific objectives
• We will help every customer that reaches out to us via our social platforms.
• Increase brand awareness through more motions on Twitter
• Increase the use of brand hashtags across all platforms
• Increase Instagram followers by 100,000 in 6 months
• Increase volume of visual content on Facebook, Instagram and Twitter by 30%
in 6 months

11. Social Media Objectives
• KPIs
• Number of unique visitors on Facebook, Twitter and Instagram
• Number of Instagram followers
• Number of customer messages we respond to
• Number of posts to each social platform
• Key Messages
• It’s not just shopping it’s an experience
• Your health is our top priority
• We use sustainable methods unlike our competitors

12. Online Brand Persona and Voice
• Adjectives that describe our brand
• Organic
• Natural
• High-quality
• Eco- friendly
• Heathy
• Uniques
• When interacting with customers we are
• Friendly
• Engaging
• Professional
• Responsive
• Supportive

13. Strategies and Tools
• Paid
• Every Sunday boost most popular organic Facebook posts for the week until Wednesday . The post must have a minimum of 50
likes and 5 comments.
• Every Sunday boost most popular organic Tweet for the week until Wednesday . The tweet must have a minimum of 20 likes and 5
retweets.
• Owned
• Introduce hashtags like #vegan, #vegetarian and #healthy to Instagram posts and tweets in order to reach people that associate to
these hashtags. Each week will post an album on Instagram highlighting customer that use the hashtags and our products.
• Implement a campaign were we have simple healthy meal recipes posted across our social platforms. When doing this we will get
stories to create a section that have all of the items needed. This will allow customer to easily be able to grab what they need.
• Engage with customer on our social platforms that have comments or need help.
• Earned
• Partner up with 5 top chefs and develop an influencers/advocate relationship. Co-develop a cooking show with the 5 chefs to be
shared on partner site and social channels. Content will be re-posted on our social channels.
• Tools
• Approved: Hootsuite, uberVU, Sprinklr
• Existing Subscriptions/Licenses: Hootsuite, Photoshop, Vimeo

14. Timing and Key Dates
Holiday Dates Internal Events
Reporting
Dates
National Ice Cream Day - July 14th
World’s Vegetarian Day - October 1st
National Taco Day - October 4th
Thanksgiving - Fourth Thursday of
November
Christmas - December 25th
New Years - January 1st
Whole Foods’ Birthday - September
20th: Hold event at all stores were
customer get a slice of cake and
20% off any dessert items.
Thanksgiving canned food drive -
November 1-24: During this event
punch cards will be given out and
for every 25 cans donated
customers will receive a $5 coupon.
Reporting will occur on a
quarterly basis:
Q1: January 1 - March 31
Q2: April 1 - June 30
Q3: July 1 - September 30
Q4: October 1- December 31

15. Social Media Roles and Responsibilities
• Global Marketing V.P - Sonya Oblisk
• Growth and Business Development - Jim Sud
• Marketing Director - TBD
• Create the social media strategy
• Oversee social media team
• Social Media Manager - TBD
• Identify target customer and audience
• Measure and analyze ROI
• Social Media Coordinator - TBD
• Discover trends
• Create content for our social platforms
• Measure web traffic
• In charge of responding to customers
• 2 Social Media Assistants - TBD
• Responsible for assisting others with there responsibilities

16. Social Media Policy
• Social media is a tool most people use day to day and it’s an integral part of their
live. At Whole Foods, we will take every social interaction seriously. We will use our
social platforms to spread company messages, interact with customers and
partners, and share the latest content. As an employs and representative of Whole
Foods you are expected to demonstrate best practices and follow these guidelines:
• Remember that “the customer is always right”
• Engage with every customer when possible
• Post engaging and enjoyable content
• Never respond to negativity with negativity
• Never use offensive or inappropriate language
• Never bash competition as it makes us look bad

17. Critical Response Plan
• Scenario 1 - Inappropriate Tweet or Facebook post sent from us
• Action Plan
• Once post has been identified a screenshot will be taken and the post will be removed
• Social Media Manger will be notified immediately along with VP of Marketing
• Management will meet to discuss impact, reach and evaluate further action
• Social Media Manager will develop and appropriate follow up post, approved by VP or
Marketing
• If the media has picked up the post, VP of Marketing will manage all directly. If she is
unavailable CEO will do this.
• Social Media Manager and VP of Marketing will meet with employee responsible and see if
disciplinary action is required.
• Pre-approved messages - Won’t apply in this scenario, Social Media Manager will craft post
depending on situation.

18. Critical Response Plan (Continued)
• Scenario 2 - Customers become ill from contaminated food
• Action Plan
• Once an event like this has been identified social media team will notify VP or Marketing
immediately. They will notify the CEO.
• Social Media Manager will assess the number of people who have become ill
• Management will meet to discuss impact, reach and evaluate further action
• If isolated to one area management will work with store affected. If issue is occurring on a national
level products causing the issue will be pulled immediately.
• Social Media Manager will develop and appropriate post to address concerns, approved by VP or
Marketing
• If the media has picked up on event , VP of Marketing will manage all directly. If she is unavailable
CEO will do this.
• Pre-approved messages - Won’t apply in this scenario, Social Media Manager will craft post depending
on situation.

19. Measurement and Reporting
Results
As of June 30th, 2018
Q2 Reporting

20. Social Media Assessment
Social Network URL Follower Count Average Weekly
Activity
Average
Engagement Rate
Facebook https://
www.facebook.co
m/WholeFoods/
4.5 million likes
4.2 million
followers
13-16 post a week 5% (+1.5%)
Instagram https://
www.instagram.co
m/wholefoods/
2.65 million
followers
13-16 post a week 6% (+1%)
Twitter https://
twitter.com/
WholeFoods
4.82 million
followers
15 post a week 4.5% (+.5%)
Youtube https://
www.youtube.com/
channel/UCWpLiP-
LlDGDO6zHQaBDNkA
100,000
subscribers
2 video a week 3% (+1%)

21. Traffic Source Assessment
Source Volume % Overall Conversion Rate
Facebook 80,000 unique
vistors
12% 5% (+1%)
Instagram 45,000 unique
vistors
5.5% 3.5% (+.5%)
Twitter 62,000 unique
vistors
8.2% 4.1% (+.1%)
Youtube 30,000 unique
vistors
2% 0.05% (same)

22. Measurement and Reporting Results
• Sentiment Analysis: We were able to grow our following across
all social platforms. We were able to help all of our customers
with the issue they are having. We were able to increase our
reach to our website as well.
• Future Action: In the future we will continue on this path,
coming up with better content and adjusting to the social
landscape.