Roche Bros. Supermarket Social Media
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ROCHE BROS. SUPERMARKETS Social media: Today’s word of mouth 1 February 2012 Roche Bros. Social Media Presentation Consumers CONTROL MARKETING BUILDING loyalty with Raving Fans Social Media: Bigger Than you think Social Media: Bigger Than you think Social Media: Bigger Than you think Social Media: Bigger Than you think THE year millenials surpassed boomers in the workforce. PEOPLE ARE THE MEDIA Types of Social Media Buzz ROCHE BROS. SOCIAL MEDIA Strategy Your website is the Hub Rebranded to reflect feel of Stores Rebranded to reflect feel of Stores Roche Bros. Core Social Media sites Two way conversation Respond to Tweet about Roche Bros. Find your Influencers and Earlyvangelists Twitter Chats Avoiding gluten?, Looking for something healthy? , Check out this meal! Conduct polls Announce Store Events and Promotions Increase Millenial Customer Base Promote Home Delivery Service Promote Creative Entertaining Promote Westboro Location
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Roche Bros. Supermarket Social Media
- 1. ROCHE BROS. SUPERMARKETS SOCIAL MEDIA: TODAY’S WORD OF MOUTH 1 FEBRUARY 2012
- 2. BERGERON BY THE NUMBERS 20 YEARS Bergeron Creative founded in 1991 24/7 CREATORS 7 team members each with over 24 years experience C O P Y R I G H T © 2 0 1 2 T H E ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 2 B E R G E R O N C R E A T I V E I D E A S
- 3. ROCHE BROS. SOCIAL MEDIA PRESENTATION C O P Y R I G H T © 2 0 1 2 T H E ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 3 B E R G E R O N C R E A T I V E I D E A S
- 4. FACEBOOK BY THE NUMBERS 800,000,000 People on Facebook 500,000,000 People using Facebook Apps 350,000,000 People accessing Facebook via mobile C O P Y R I G H T © 2 0 1 2 T H E ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 4 B E R G E R O N C R E A T I V E I D E A S
- 5. TWITTER BY THE NUMBERS 300,000,000 People on Twitter 100,000,000+ Businesses on Twitter 250,000,000+ Business Tweets per day C O P Y R I G H T © 2 0 1 2 T H E ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 5 B E R G E R O N C R E A T I V E I D E A S
- 6. YOUTUBE BY THE NUMBERS 800,000,000 Visitors to YouTube each month 3,000,000,00 0 Video views per day C O P Y R I G H T © 2 0 1 2 T H E ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 6 B E R G E R O N C R E A T I V E I D E A S
- 7. CONSUMERS CONTROL MARKETIN C O P Y R I G H T © 2 0 1 2 T H E ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 7 B E R G E R O N C R E A T I V E I D E A S
- 8. WHO TRUSTS YOU? Percentage of shoppers more confid with info online vs. from a salesclerk C O P Y R I G H T © 2 0 1 2 T H E ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 8 B E R G E R O N C R E A T I V E I D E A S
- 9. WHO LOVES YOU? Percentage of brand touchpoints now generated by consumers C O P Y R I G H T © 2 0 1 2 T H E ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 9 B E R G E R O N C R E A T I V E I D E A S
- 10. WHO TRUSTS YOU? Percentage of consumers that don’t believe advertisements tell the truth C O P Y R I G H T © 2 0 1 2 T H E ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 10 B E R G E R O N C R E A T I V E I D E A S
- 11. WHO LOVES YOU? By 2014, total percentage of retail sa affected by the Internet C O P Y R I G H T © 2 0 1 2 T H E ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 11 B E R G E R O N C R E A T I V E I D E A S
- 12. BUILDING LOYALTY WITH RAVING F C O P Y R I G H T © 2 0 1 2 T H E ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 12 B E R G E R O N C R E A T I V E I D E A S
- 13. SOCIAL MEDIA: BIGGER THAN YOU THINK BABY BOOMERS 1946 –1964 Social networking growth among users aged 55-64 between 2009 and 2010 C O P Y R I G H T © 2 0 1 2 T H E ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 13 B E R G E R O N C R E A T I V E I D E A S
- 14. SOCIAL MEDIA: BIGGER THAN YOU THINK GENERATION X 1965 –1980 Percentage of users aged 31-46 on social networking sites in 2011 C O P Y R I G H T © 2 0 1 2 T H E ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 14 B E R G E R O N C R E A T I V E I D E A S
- 15. SOCIAL MEDIA: BIGGER THAN YOU THINK MILLENIALS 1981-1999 Use Facebook every day, double the amount they watch TV or read newspape C O P Y R I G H T © 2 0 1 2 T H E ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 15 B E R G E R O N C R E A T I V E I D E A S
- 16. SOCIAL MEDIA: BIGGER THAN YOU THINK MILLENIALS Users aged 14-30 make their Faceboo Places and Foursquare check-ins publ C O P Y R I G H T © 2 0 1 2 T H E ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 16 B E R G E R O N C R E A T I V E I D E A S
- 17. THE YEAR MILLENIALS SURPASSED BOOMERS IN THE WORKFORCE. C O P Y R I G H T © 2 0 1 2 T H E ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 17 B E R G E R O N C R E A T I V E I D E A S
- 18. PEOPLE ARE THE MEDIA Via social media people share • New foods • Interesting foods • New recipes • Places to find these foods or the needed ingredients Percentage of people who daily don’t know what’s for dinner, even as 4pm approaches C O P Y R I G H T © 2 0 1 2 T H E ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 18 B E R G E R O N C R E A T I V E I D E A S
- 19. TYPES OF SOCIAL MEDIA BUZZ • Complaints • Compliments • Product usage experiences • Recommendations • Suggestions • Comparisons • Purchase intention/buying behavior • Switching behavior C O P Y R I G H T © 2 0 1 2 T H E ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 19 B E R G E R O N C R E A T I V E I D E A S
- 20. ROCHE BROS. SOCIAL MEDIA STRATEGY C O P Y R I G H T © 2 0 1 2 T H E ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 20 B E R G E R O N C R E A T I V E I D E A S
- 21. YOUR WEBSITE IS THE HUB C O P Y R I G H T © 2 0 1 2 T H E ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 21 B E R G E R O N C R E A T I V E I D E A S
- 22. REBRANDED TO REFLECT FEEL OF STORES C O P Y R I G H T © 2 0 1 2 T H E ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 22 B E R G E R O N C R E A T I V E I D E A S
- 23. REBRANDED TO REFLECT FEEL OF STORES C O P Y R I G H T © 2 0 1 2 T H E ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 23 B E R G E R O N C R E A T I V E I D E A S
- 24. ROCHE BROS. CORE SOCIAL MEDIA SITES C O P Y R I G H T © 2 0 1 2 T H E ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 24 B E R G E R O N C R E A T I V E I D E A S
- 25. FACEBOOK Microsite • Landing Pages • Leverage existing content • Import Twitter, Flickr, YouTube • Use coupons to promote Home Delivery • Weekly Specials • Announce Store Events and Promotions • Conduct polls C O P Y R I G H T © 2 0 1 2 T H E ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 25 B E R G E R O N C R E A T I V E I D E A S
- 26. TWITTER Two way conversation • Respond to Tweet about Roche Bros. • Find your Influencers and Earlyvangelists • Twitter Chats • Avoiding gluten?, Looking for something healthy? , Check out this meal! • Conduct polls • Announce Store Events and Promotions C O P Y R I G H T © 2 0 1 2 T H E ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 26 B E R G E R O N C R E A T I V E I D E A S
- 27. YOUTUBE 3 Billion video views per day • Leverage video content • Present videos in user friendly manner • Google loves YouTube • Increase visibility of videos • Garner greater influence of brand C O P Y R I G H T © 2 0 1 2 T H E ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 27 B E R G E R O N C R E A T I V E I D E A S
- 28. INCREASE MILLENIAL CUSTOMER BASE C O P Y R I G H T © 2 0 1 2 T H E ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 28 B E R G E R O N C R E A T I V E I D E A S
- 29. PINTEREST Create boards • Recipes • Prepared Food • Creative Entertaining • Healthy Eating C O P Y R I G H T © 2 0 1 2 T H E ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 29 B E R G E R O N C R E A T I V E I D E A S
- 30. GOOGLE+ Hangouts • Up to 10 people can be in a video “hang out” or conference. • We can reward our best Influencers or social participants with the celebrity Chef Q&A. • Invite people to watch “Hang out” C O P Y R I G H T © 2 0 1 2 T H E ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 30 B E R G E R O N C R E A T I V E I D E A S
- 31. PROMOTE HOME DELIVERY SERVIC C O P Y R I G H T © 2 0 1 2 T H E ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 31 B E R G E R O N C R E A T I V E I D E A S
- 32. TUMBLR. Simple blogging site • Home delivery coupons • Promote store pick-up • Weekly Specials C O P Y R I G H T © 2 0 1 2 T H E ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 32 B E R G E R O N C R E A T I V E I D E A S
- 33. TOUT 15 second videos • Post from mobile device • Promote Home delivery • Customer testimonials • Picker Testimonials • Driver Testimonials • Promote Store pick- up C O P Y R I G H T © 2 0 1 2 T H E ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 33 B E R G E R O N C R E A T I V E I D E A S
- 34. PROMOTE CREATIVE ENTERTAININ C O P Y R I G H T © 2 0 1 2 T H E ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 34 B E R G E R O N C R E A T I V E I D E A S
- 35. FLICKR Create Photo Sets • Leverage existing content • Creative Entertaining • Prepared Foods • Recipes • Push to Facebook C O P Y R I G H T © 2 0 1 2 T H E ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 35 B E R G E R O N C R E A T I V E I D E A S
- 36. INSTAGRAM 1970’s style photos in Square format • Creative Entertaining • Prepared Foods • Recipes • Push to Twitter C O P Y R I G H T © 2 0 1 2 T H E ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 36 B E R G E R O N C R E A T I V E I D E A S
- 37. PROMOTE WESTBORO LOCATION C O P Y R I G H T © 2 0 1 2 T H E ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 37 B E R G E R O N C R E A T I V E I D E A S
- 38. FOODSPOTTING Location-based visual guide to good food and where to find it • Leverage existing content • Create a Guide (menu) for prepared food • Create a Guide (menu) for Creative Entertaining • Accessible via mobile C O P Y R I G H T © 2 0 1 2 T H E ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 38 B E R G E R O N C R E A T I V E I D E A S
- 39. FOURSQUARE Location-based social networking website for mobile • Loyalty programs (like digital punch card) • Check-in rewards • Mayor Specials • Swarms • Amex Rewards C O P Y R I G H T © 2 0 1 2 T H E ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 39 B E R G E R O N C R E A T I V E I D E A S
- 40. NEXT STEPS • Prioritize based on greatest RIO • Establish budget • Align with promotion, events, etc. • Timeline implementation • Optimize Website • Gather existing content • Populate sites • Engage your customers • Cultivate Raving Fans C O P Y R I G H T © 2 0 1 2 T H E ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 40 B E R G E R O N C R E A T I V E I D E A S
- 41. B R A N D I N G 1 5 1 W o r c e s t e r8 8 8 r e e t . 6 1 7 1 S t . 7 6 4 I N T E R A C T I V E F i r s t F l o o r i d e a s @ b e r g e r o n c r e a S O C I A L M E D I A N o r t h G r a f t o n , w wa . b e r g5 e3 r 6 o n c r e a t i w M 0 1
Editor's Notes
- Facebook PlacesClaim your venue just like foursquare. 'Like' other businesses’ Facebook Pages.
- 1.) I like the Tweets. There are a lot of repeated tweets that may complicate and dilute the timeline. Maybe come up with assorted promotions, TIPS, How do you…?, Avoiding #gluten?, Looking for something healthy? , Check out this meal, and go online and search “Roche Bros.” on twitter and answer people or comment on their tweets.2).Weekly chat: Determine topic, choose hashtag (Name for the Topic), Pick Date and Time, Create engaging questions, Guest tweeters, Get word out, monitor the discussion.3).Two way conversation: Positive, solutions, thankyou's, contests for a gift card. Build a sense of connection and community. If engaged in the right way, influencers can help develop advocacy, spread word-of-mouth and drive sales.
- Pinterest is to connect everyone in the world through shared tastes and the “things” they find interesting.Pins may be divided into pictures, videos, discussions, and gifts. A pin is an image added to Pinterest. Gifts are subdivided into: $1–20, $20–50, $50–100, $100–200, $200–500, $500+.
- Facebook PlacesClaim your venue just like foursquare. 'Like' other businesses’ Facebook Pages.
- Tumblr - simple blogging site. Upload photos and people can comment. We start out posting weekly specials here.
- Tout: 15 second videos1 click record, push to Twitter or Facebook. Repurpose Youtube videos. Find and follow Influencers, watch Touts as they happen. Brands that want to utilize creative ways to showcase new products or services, make announcements, give a behind-the-scenes look, or “tout out” to show appreciation for fans or staff.
- Flickr: Photo SetsCreate Albums or Sets. Maybe prepared foods, or breads etc. Push to blog, Twitter, Facebook and more.
- 1970’s style photos in Square formatCreate an account and populate with food photos. Other people can follow you. Push photos to Facebook and Twitter.
- Create a guide or menu. People can follow the guide, and take photos of the items. They earn badges when they complete a guide.
- Check-ins:Check-in to foursquare at Roche Bros. Earn Badges, Leave comments and upload photos. Your friends will see your comments and photos and other people will see them when they are nearby. Get window cling. Offer special for check-ins. : special treatment or private access to maybe a food tasting event or free coffee on your fifth visit. A low or no cost way to create great connections. Other discounts like spend $50 and get $10 off. Attract new customers by having them unlock a Swarm, Friend, Flash, Newbie, and Check-in specials. Reward existing customers with Loyalty and Mayor Specials. American Express has a program with foursquare. Pay with your AmEx card and get cash back (by shopping at Roche Bros.)Check-in RecipeSign in with foursquare at Roche Bros. and Check-in Recipe will Direct Message your Twitter account with a recipeLoyalty Card Program:Have people link their foursquare accounts and Roche Bros. loyalty program and print coupons from vendors.Add foursquare button to website:When web page visitor clicks the button, it adds Roche Bros. to their to do list and reminds them to visit the store when they are near.Add follow button to website:When clicked visitors will see your Tips on their deviceCase Studies:RadioShack: foursquare users spent 350% more than average customers.Angelo & Maxie’s Steakhouse: 60% of foursquare users were checking in for the first time. The steakhouse offered a free dessert for anyone who purchased an entrée. Over 400 people claimed the deal and the restaurant, - learned valuable information during this event like the time of the check-ins, age and gender, and new customers. Check-ins were posted to users twitter and facebooks accounts spreading the social reach of the restaurant.
- Check-ins:Check-in to foursquare at Roche Bros. Earn Badges, Leave comments and upload photos. Your friends will see your comments and photos and other people will see them when they are nearby. Get window cling. Offer special for check-ins. : special treatment or private access to maybe a food tasting event or free coffee on your fifth visit. A low or no cost way to create great connections. Other discounts like spend $50 and get $10 off. Attract new customers by having them unlock a Swarm, Friend, Flash, Newbie, and Check-in specials. Reward existing customers with Loyalty and Mayor Specials. American Express has a program with foursquare. Pay with your AmEx card and get cash back (by shopping at Roche Bros.)Check-in RecipeSign in with foursquare at Roche Bros. and Check-in Recipe will Direct Message your Twitter account with a recipeLoyalty Card Program:Have people link their foursquare accounts and Roche Bros. loyalty program and print coupons from vendors.Add foursquare button to website:When web page visitor clicks the button, it adds Roche Bros. to their to do list and reminds them to visit the store when they are near.Add follow button to website:When clicked visitors will see your Tips on their deviceCase Studies:RadioShack: foursquare users spent 350% more than average customers.Angelo & Maxie’s Steakhouse: 60% of foursquare users were checking in for the first time. The steakhouse offered a free dessert for anyone who purchased an entrée. Over 400 people claimed the deal and the restaurant, - learned valuable information during this event like the time of the check-ins, age and gender, and new customers. Check-ins were posted to users twitter and facebooks accounts spreading the social reach of the restaurant.