2. Table of Contents
2
The Companies
3
The Target Markets
4
Mission Statements
5
Social Mention
6
Websites
7
Social Platforms
11
Facebook
12
Twitter
16
Instagram
20
Pinterest
24
YouTube
27
Google+
31
Winner!
33
3. The Companies
Publix
• 85 Years of Business
• 1,106 Locations
• $30.56 Billion in
Revenue Last Year
• Private/Employee
Owned Company
Kroger
• 132 Years of Business
• 2,625 Locations
• $108.5 Billion in
Revenue Last Year
• Public Company
3
4. The Target Markets
Publix Kroger
4
• Mothers
with
young
children
• College
students
• Stay
at
home
wives
• Upperclass
women
• Upperclass
families
• College
students
• Young
mothers
• Middleclass
women
• Middleclass
families
*Target
markets
vary
based
on
location
5. Mission Statements
Publix
Kroger
Our mission at Publix is to be the premier quality food retailer in the
world. To that end, we commit to be passionately focused on customer
value, intolerant of waste, dedicated to the dignity, value and employment
security of our associates, devoted to the highest standards of
stewardship for our stockholders, and involved as responsible citizens in
our communities.
Our mission is to be a leader in the distribution and merchandising of
food, health, personal care, and related consumable products and
services. By achieving this objective, we will satisfy our responsibilities to
shareowners, associates, customers, suppliers, and the communities we
serve.
5
6. Social Mention Numbers
Publix Kroger
58%
Strength
13:1
Sentiment
61%
Passion
22%
Reach
16
seconds
avg.
per
mention
Last
mention
47
seconds
ago
70
unique
authors
17
retweets
47%
Strength
20:1
Sentiment
68%
Passion
15%
Reach
14
seconds
avg.
per
mention
Last
mention
38
seconds
ago
50
unique
authors
7
retweets
7. Publix Website
7
Publix
has
a
beautiful,
clean-‐cut
website.
The
site
is
easy
to
navigate
and
well
laid
out.
On
their
homepage
they
highlight
“About
Publix”,
“Careers”,
“Business”,
and
“Community”,
all
of
which
have
drop
down
menus
with
individual
points
underneath
them.
Publix
also
has
it’s
social
channel
icons
at
the
bottom
of
it’s
homepage
as
well
as
“Awards”,
“Sustainability”,
and
“Publix
Gift
Cards”.
In
my
opinion,
Publix
has
chosen
great
categories
and
icons
to
put
on
their
homepage!
However,
I
would
suggest
moving
their
social
icons
to
the
top
of
the
page
and
adding
their
Instagram
icon.
9. Kroger Website
9
Kroger’s
website
isn’t
quite
as
visually
appealing
as
Publix.
There’s
a
lot
going
on.
The
website
uses
a
lot
of
white
space
with
a
bright
blue
outline,
drawing
your
attention
in
many
different
directions.
The
photos
aren’t
high
quality
or
eye
catching,
and
their
highlights
on
their
homepage
don’t
have
drop
down
menus.
They
also
don’t
have
social
channel
buttons
on
their
homepage!!
The
one
thing
I
do
like
about
the
website
is
the
list
of
family
brands
at
the
bottom.
But
it’s
somewhat
disappointing
that
such
a
big
company
could
have
such
a
poor
website.
I
would
suggest
that
Kroger
overhaul
their
website
all
together
and
start
from
scratch.
12. Publix Facebook
Publix
is
very
active
on
their
Facebook
page.
They
go
above
and
beyond
to
make
their
page
stand
out.
Publix
posts
on
their
page
multiple
times
a
day.
They
have
a
variety
of
posts
including
cute
videos,
helpful
tips,
local
farmers’
stories,
fan
food
polls,
new
store
highlights,
recipes,
charity
videos,
and
more!
They’ve
also
added
a
few
extra
tabs
to
their
Facebook
page
including
a
“Sunday
Dinners”
tab
and
a
“Publix
Place”
tab.
They
change
their
cover
photo
frequently,
always
making
sure
it’s
relevant
to
the
season.
The
only
suggestion
I
have
for
Publix
is
that
they
run
campaigns
instead
of
just
randomly
posting
a
variety
of
unrelated
content.
12
14. Kroger Facebook
Kroger
is
also
very
active
on
their
Facebook
page.
They
post
multiple
times
a
day
and
update
their
cover
photo
frequently.
Their
page
has
a
variety
of
content
including
recipes,
contests,
career
opportunities,
and
events.
Kroger
also
runs
great
campaigns.
They
are
currently
running
a
“Sharing
Courage”
campaign
that
highlights
Kroger
employees
who
have
had
breast
cancer,
including
pictures
as
well
as
videos
of
the
survivors’
stories.
Kroger
is
ending
it’s
campaign
with
a
$3
million
donation
to
breast
cancer
research.
Kroger
has
really
kicked
the
ball
out
of
the
park
with
their
“Sharing
Courage”
campaign.
However,
Kroger
still
has
some
work
to
do.
They
have
not
added
any
extra
tabs
to
their
page
and
they
don’t
have
any
“typically
replies
in..”
information.
This
is
either
because
they
don’t
know
about
it
or
because
they
don’t
respond
quickly
to
their
customers.
I’m
guessing
it’s
the
latter.
14
16. Publix Twitter
Publix
is
also
very
active
on
their
Twitter
account.
They
use
this
platform
for
throwbacks,
short
videos,
recipes,
helpful
tips,
fun
facts
about
produce
and
other
products,
as
well
as
posts
that
drive
back
to
their
website.
Their
posts
are
consistent
across
their
Facebook
and
Twitter
platforms,
however
there
is
little
content
overlap.
Publix
Twitter
content
clearly
demonstrates
their
knowledge
of
the
platform.
They
create
new
content
for
their
Twitter
account
that
is
congruent
with
their
other
social
platforms.
Publix
posts
multiple
times
a
day
on
their
Twitter
account.
I
would
suggest
that
Publix
retweet
their
customers
more
often
as
well
as
implement
social
campaigns.
16
18. Kroger Twitter
Kroger
is
fairly
active
on
their
Twitter
account.
They
use
their
Twitter
for
recipes,
charity
highlights,
retweeting
their
customers,
and
highlighting
their
current
social
media
campaigns.
Their
posts
are
consistent
across
their
Facebook
and
Twitter
platforms,
however
there
is
a
good
amount
of
content
overlap.
I
would
suggest
that
Kroger
work
to
create
content
that
is
unique
to
their
Twitter
followers
and
the
Twitter
platform.
I
would
also
suggest
that
they
post
2-‐3
times
a
day.
Right
now
they
only
post
about
once
a
day.
However,
I
think
it’s
great
that
Kroger
runs
it’s
social
campaigns
on
Twitter
and
that
they
retweet
their
customers.
18
20. Publix Instagram
Publix
is
brand
new
to
Instagram.
They
just
made
an
account
two
weeks
ago!
But
so
far
they’re
doing
a
great
job.
Publix
primarily
uses
their
account
for
throwbacks,
food
photos,
and
produce
photos.
Their
photos
are
artsy
and
original.
Publix
posts
once
every
couple
of
days
and
their
content
is
consistent
with
their
other
social
platforms.
However,
there
is
little
content
overlap.
Although
Publix
is
a
little
late
in
creating
an
Instagram
account,
they
are
doing
an
excellent
job
appealing
to
their
customers
and
keeping
their
content
original
and
consistent
with
the
social
platform.
20
22. Kroger Instagram
Kroger
does
a
great
job
with
their
Instagram.
They
post
on
their
account
daily
and
their
content
is
consistent
with
their
other
social
channels.
However,
there
is
little
content
overlap.
Most
of
the
Instagram
content
is
speciaic
to
Instagram.
Their
pictures
are
artsy
and
creative,
yet
relevant
to
their
stores,
product
lines,
and
social
campaigns.
Kroger’s
Instagram
content
includes
recipes,
food
photos,
photos
of
customers,
produce
photos,
and
social
campaign
photos.
22
25. Kroger Pinterest
Kroger
does
an
excellent
job
with
their
Pinterest
account!
They
have
a
variety
of
boards
that
include
content
related
to
holidays,
their
campaigns,
crafts
and
DIY
projects,
home
tips,
recipes,
and
more.
Kroger’s
Pinterest
has
a
good
balance
of
content
from
their
own
website
as
well
as
content
from
other
sites
that
their
followers
may
enjoy.
I
love
that
Kroger
includes
Pinterest
in
their
social
campaigns.
Their
Pinterest
content
is
consistent
with
their
other
social
channels,
however
there
is
very
little
content
overlap.
Almost
all
of
their
Pinterest
content
is
unique
to
that
platform.
25
27. Publix YouTube
Publix
has
an
awesome
YouTube
channel.
They
have
a
variety
of
playlists
about
their
founders,
recipes,
Publix
careers,
community,
and
“going
green”.
Publix
also
runs
video
campaigns
on
their
YouTube
channel.
Their
most
recent
one
is
“Celebrating
Life’s
Moments”
and
I
absolutely
love
it!
Everyone
can
relate
to
the
videos
and
they
are
very
well
made.
27
29. Kroger YouTube
Kroger
does
a
good
job
with
their
YouTube
channel
as
well.
They
have
carried
their
campaigns
over
into
their
YouTube
channel
which
is
great!
They’ve
also
started
a
campaign
that
is
speciaic
to
their
YouTube
channel
called
“Sourced”,
which
shows
where
some
of
their
products
come
from.
However
they
really
need
to
create
more
playlists
and
amp
up
their
current
playlists
(3
of
which
only
have
1
video
in
them).
29
31. Publix Google+
Publix
could
do
some
work
on
their
Google+
platform.
They
have
no
photos
or
posts
as
well
as
very
little
contact
information.
They
don’t
have
a
tagline
or
an
introduction,
and
they
don’t
even
have
their
social
platforms
linked
to
their
account.
All
of
these
are
things
that
don’t
take
long
to
create
but
make
a
huge
difference.
Without
these
aspects,
their
Google+
page
looks
very
bare.
They
do,
however,
have
their
YouTube
channel
connected
to
their
page
which
is
great.
1,617
Followers,
208,105
Views
31
32. Kroger Google+
629
Followers,
46,992
Views
Although
Kroger
s-ll
needs
to
do
some
work
on
their
Google+
page
as
well,
they
are
ahead
of
Publix.
Kroger
has
a
few
photos
as
well
as
a
short
tagline
and
introduc-on.
Kroger
has
also
linked
its
social
media
to
it’s
Google+
page
and
it
updates
its
scrapbook
photos
occasionally.
They
also
have
their
YouTube
channel
connected
to
their
Google+
page.
32
34. Overall Winner
34
KROGER!
Kroger
is
the
overall
winner
for
their
performance
on
Facebook,
Instagram,
Pinterest,
and
Google+.
Kroger
also
has
a
great
Twitter
account,
even
though
Publix
Twitter
is
slightly
better.
My
overall
suggestion
for
Kroger
would
be
to
build
a
new
website!!!
I
would
also
suggest
they
create
innovative
and
interesting
content
for
each
of
their
individual
platforms
and
keep
content
sharing
across
platforms
to
a
minimum.
Chances
are
if
a
customer
follows
you
on
one
social
channel,
they
follow
you
on
all
of
them,
and
customers
don’t
want
to
see
the
same
posts
multiple
times.
I
would
also
suggest
that
Kroger
work
to
populate
their
YouTube
channel
and
add
more
playlists.
However,
Kroger
does
an
excellent
job
of
running
social
campaigns
across
all
their
platforms.
It
gives
their
channels
congruency
and
keeps
their
followers
interested.
Kroger
also
does
a
great
job
of
posting
consistently
and
frequently
on
all
their
social
channels.
And
that’s
why
Kroger
is
the
overall
winner!
35. Close But No Cigar..
35
PublixJust
because
Publix
isn’t
the
overall
winner,
doesn’t
mean
that
they
don’t
do
some
great
things
on
their
social
channels!
Publix
has
an
incredible
website.
It
is
very
easy
to
navigate
and
it
is
clean-‐cut
and
visually
appealing.
Publix
also
does
a
great
job
with
their
Twitter
account,
creating
new
and
interesting
content
and
posting
multiple
times
a
day.
Publix
has
some
of
the
best
commercials
and
video
campaigns
I
have
ever
seen,
which
makes
for
a
pretty
awesome
YouTube
channel.
The
lack
of
social
campaigns
is
the
primary
reason
Publix
lags
behind
Kroger.
I
would
suggest
that
Publix
run
campaigns
throughout
the
year
across
all
social
platforms
with
content
unique
to
each
platform.
I
would
also
suggest
that
they
create
a
Pinterest
account.
Kroger
is
killing
it
with
their
Pinterest
account,
proving
that
it’s
a
good
social
platform
for
grocery
stores.
I
believe
that
if
Publix
would
run
social
media
campaigns,
create
a
Pinterest
account,
and
simply
update
their
Google+
account,
they
would
be
ahead
of
Kroger.
