A brief overview of how glue London have worked with Woolworths online to re-launch the new brand through social communications.

1. Tweeting from the inside
Establishing a social presence for the NEW Woolworths
Jonny Spindler
Social media director, glue London

3. Engaging with over 2,300 ‘tuned in’
followers before a brand has even launched

4. Brief background

5. Poster-boy status for one of the
UK’s worst recessions

6. Shop Direct take ownership

7. 2 sides to the story

8. “Over the next 3-4 months, Woolworths has
a unique opportunity to engage an online
audience in a conversation about it’s future,
driving momentum & advocacy”

9. The social plan

10. “let’s set-up a Twitter feed because
Facebook is so last year…”

11. Balance between UGC & Woolies
Owned Channels
Build conversation
50% WOOLIES 50% UGC
CONTENT
Wider Social Web
Monitor & report activity

12. Channel Delivery: Overview
Owned Channels
WHAT Official blog Official fan page Personal Current UGC
Email Twitter account Old adverts
(Launch & newsletter) (Future UGC)
WHO Project team Project team/ Woolworths team Project team/
Consumer member Consumer
WHEN 13 FEB 18 FEB 18 FEB 23 FEB
Wider Social Web/Building links
Buzz monitoring report provided daily

13. Just discovered Woolworths is coming back
as an online store focusing on kids stuff -
nice idea! @KidSoup
genuine reason to Tweet
I love that Woolworths is coming back,
OH YES! @Matty34

14. 5 steps to preparing to Tweet

15. 1. What you’re talking about

16. “A pic ‘n’ mix of inside knowledge,
from the new Woolies team as we re-launch
Woolworths online”

17. Exclusive content
Making a start on the bag for Pic N Mix 2.0, right
after we have made a start on the Pic N Mix.
The classic Ladybird dressing gown returns!

18. Real personality
Lady wearing beach flip flops on crowded
tube now probably nursing broken toe
thanks to me, sorry!
Not liking the music belting from the
headphones of the buffoon further down
the train - it's enough to make me get out at
Peterborough!

19. 2. Decide who’s going speak

20. Brand values + Personality + Context
= Social tone of voice

21. “a father of two kids who struggle to sit still
for more than an nano-second”

22. The Frequent Flyers are well and truly in
the Ladybird "zone”.

23. 3. How often and how much time

24. Ensuring relevance
Create a weekly
Reply to followers
content plan

25. Tweeting at work
“why aren’t you working?”
“what about your day job?’
Senior management & organisation
fully engaged

26. Tweeting on the move

27. A team of people
Matthew Hatty Wider team
Head of Brand Marketing Director
All feeding new content

28. 4. Determining success

29. Impacting the whole organisation
Customer
Corporate PR
services
Product
Marketing Brand development

30. KPI’s
Customer feedback
Level of engagement Brand sentiment
& support

31. 5. Create some guidelines

32. Top do’s and don’ts
Tone of voice
Hints & tips

33. Creating followers

34. Buzz monitoring
I miss woolworths @loverunway
Starting to feel the Woolworths shaped
hole in my high street. Today, blank CDs
will need a bit of a hunt @ paulpod
Am mourning the loss of Woolworths,
there is nowhere in Clapham Common to
get decent pic n' mix! @ annaacton

35. Identify potential contacts
Currently talking about Woolworths
Interest in product categories
Wider family interest

36. Engaging and growing followers

37. Create & join conversations
Send your first single ever bought to #firstsingle I'm
off to a belated St Patricks party dressed as Bono -
with or without you.
@lindsaydavies how bout a wedding list on eBay?
Your guests could bid against each other for the
toaster and you can see who likes you best!

38. Inform new content
Can you find the @team_woolies
portacabin in our Easter game?
It's hull trains time! Have you found the
07:57 on our Easter game?

39. ‘My first Woolies single’
@Dwynwen Supergran theme found and
placed on Radio Woolies as you requested!

40. Beyond followers

41. Woolies official blog
Twitter feed integrated into future channels

42. Key to success
genuine reason to Tweet (add value)
real voice and personality
dedicated resource
role within wider communications strategy
THE ACTUAL TWITTERERS THEMSELVES!

43. Thank you.
Any questions?