This document outlines Publix's 2018 social media plan. The objectives are to grow its online grocery shopper community and promote Instacart delivery. Strategies include boosting Instagram posts about Instacart, using #whereshoppingisapleasure, and partnering with a chef for recipe videos. Key dates are holidays and a toy drive. Roles, policies, and response plans are defined for Facebook, Instagram, Twitter and YouTube. Results will be reported quarterly.

1. Tyler Patterson
06/06/18

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

3. Executive Summary
 Publix major social media priorities for 2018 will be to grow the community of
online grocery shoppers.
 The primary focus will be to create awareness of Instacart, Publix grocery
delivery or pickup service. Generating this following of online grocery
shoppers will drive more traffic to our website and increase revenue.

4. Social Media Audit
Social Media Assessment
Social Network URL Follower Count Average Weekly Activity Average Engagement Rate
Facebook https://www.facebook.com/publix/ 93,000 12 post per week 2.50%
Instagram http://instagram.com/Publix 104,000 3 post per month 3.50%
Twitter https://twitter.com/Publix 36,500 12 post per week 3%
YouTube https://www.youtube.com/user/Publix 7000 1 post per week 2.90%
Website Traffic Sources AssessmentSource Volume % of Overall Traffic Conversion Rate
Facebook 8000 unique visits 30% 2.30%
Instagram 15000 unique visits 40% 2.80%
Twitter 6500 unique visits 15% 1.20%
YouTube 4500 unique visits 10% 0.90%
Audience Demographics AssessmentAge Distribution Gender Distribution Primary Social Network Secondary Social Network Primary Need
18-30 55% 65% Female 45% Instagram 45% Instagram Providing the necessary grocieries to provide for themselves or thir familySecondary Need
31-40 35% 35% Male 30% Facebook 30% Facebook Having a pleasurable shopping experience
41-55 10% 25% Twitter 25% Twitter
56-80 10%
Competitor Assessment:Competitor Name Social Media Profile Strengths Weaknesses
Whole Foods facebook.com/wholefoods Whole Foods believes that its high quality standards set it apart from other supermarkets. This allows it to attract and maintain aWhole Foods believes that its high quality standards set it apart from other super
Winn-Dixie facebook.com/winn-dixie Popular private labels Lack of a thriving digital sales platform
Lucky's facebook.com/luckysmarket Excellent customer’s experience in its store locationsFrequent acquisitions have somewhat diluted the brand equity

5. Social Media Objectives

6. Online Brand Persona and Voice
Adjectives That Describe Our Brand:
 Fresh
 Fast
 Reliable
Examples of Brand Voice in Social Media Interactions:
 Helpful
 Understanding
 Friendly

7. Strategies and Tools
Strategies to Will Support Our Social Media Objectives
Paid:
 Every week boost most popular organic Instagram posts promoting Instacart.
The post must have a minimum organic reach of 75, as well as a minimum of
3000 likes or 900 comments.
Owned:
 Introduce the #whereshoppingisapleasure to company Instagram posts.
Promote hashtag across all social media properties.
Earned:
 Monitor Instagram for keywords such as, groceries, fresh, milk, eggs and
shopping. Partner with TV chef personality to develop a video series to help
promote Instacart and the YouTube channels.

8. Timing and Key Dates
Key Dates
 4th of July
 Labor Day
 Memorial Day
 Thanksgiving
Internal Events
 Toys for Tots (Dec 10-25)
Reporting Dates
 Reporting will occur once in a quarter in February, May, August, and
November.

9. Social Media Roles and Responsibilities
 Social Media Director: [Tyler Patterson]
 Social Media Manager: [Tyler Patterson]
 Social Media Coordinator: [Tyler Patterson]

10. Social Media Policy
Social Media Policy
 We use social media every day to spread messages, ideas, plans, and
more. As a representative of Publix we will be sure to:
 Use respect to all
 Do not be insensitive
 Be the solution
 Make people's everyday lives better.
 Publix is very serious about the appropriate use of social media.
Violation of Publix social policy may result in corrective action.

11. Critical Response Plan
Scenario One:
 Customer realizes something she purchased was expired.
Action Steps
1. Assist customer
2. Alert supervisor of store to refund customers
3. Evaluate social media mentions and respond accordingly
Pre-approved Messaging: "We're happy no harm occurred in today's
incident. We will continue to update you with farther details when
discovered. "
Scenario Two:
 Inappropriate Tweet sent from @Publix
Action Steps
1. Take screenshot then delete Tweet
2. Discuss any farther impact
3. Develop and Tweet follow up response

12. Measurement and Reporting Results
Results Assessment:
 Each of the goals we set out were met during this time frame. This is
in large help to the abundance of social media traffic pushing our
brand.
Qualitative KPIs
 Many people have positive associations with Publix. Even though it is
not the cheapest option for groceries. It is not the most expensive
either and customers feel that the quality is more than reasonable for
the price.
Sentiment Analysis:
 Continue the #whereshoppingisapleasure hashtag. This campaign
proved that there are many positive associations with happiness and
shopping.
 Prepare for the holidays and make sure to be able to accommodate
for every single persons needs.