PUR 3622 Project 1 Social Media Strategy

1. 1
Wednesday June 6, 2018
Hunter McDaniel
SOCIAL MEDIA STRATEGY

2. 2
TABLE OF CONTENTS
Title Page...............................................................................1
Contents.................................................................................2
Executive Summary............................................................3
Social MediaAudit...........................................................4-5
Social MediaAudit..............................................................6
Online Persona &Voice.....................................................7
Strategies andTools...........................................................8
Timing and Key Dates........................................................9
Roles and Responsibilities..............................................10
Social Media Policy...........................................................11
Critical Response Plan.....................................................12
Measurement & Reporting Results..............................13

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EXECUTIVE SUMMARY
Our brand brings excitement and fun to shopping for
groceries, and our social media profiles are designed for
consumers to get a sense of what we’re all about. Our social
media objectives for the coming year are to increase the
amount of followers on our accounts and to increase the
amount of engagement we recieve on each post.
Main strategies to support this:
- Posts that have content that encourages a response,
interation, or share.
- Frequently engaging with followers who reach out to our
company via our social media platforms

4. 4
SOCIAL MEDIAAUDIT
WebsiteTraffic SourcesAssessment: March & April 2018
At present time, the highest number of visits to our brands website are driven through Facebook.Although there is no data from
instagram, that channel has many followers and likely drives a good number of followers to our owned website domain.
Social Network Volume % OverallTraffic
Twitter
Instagram
Facebook
LinkedIn
Conversion Rate
600 unique visits
No Data
1,000 unique visits
100 unique visits
No Data No Data
5%
9%
>1%
2.3%
4.4%
0.04%
Social MediaAssessment: Data from May 2018
Social Network URL Follower Count Avg.WeeklyActivity
Twitter
Instagram
Facebook
LinkedIn
Avg. Engagement Rate
# Interaction/Reach
4.84 m
2.6 m
4.29 m
274,549
https://twitter.com/WholeFoods?ref_
src=twsrc%5Egoogle%7Ctwcamp%5E-
serp%7Ctwgr%5Eauthor
https://www.instagram.
com/wholefoods/?hl=en
https://www.facebook.com/
WholeFoods/
https://www.linkedin.com/com-
pany/whole-foods-market/
6 posts per week
12postsperweek
4 posts per week
< 1 post per week
6.5%
<1%
<1%
1%
At present time, the highest number of interactions per post occurs on Instagram. Little to no interactions occur on the other social
media pages. Our brand has a lot of followers, but low engagement. Posts involving Antoni Porowski from Queer Eye.

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SOCIAL MEDIAAUDIT (CONT.)
CompetitorAssessment: Data from March & April 2018
Competitor Strengths Weaknesses
Trader Joe’s
Lucky’s
Publix
Like our brand, competitors are experiencing low engagement on Facebook andTwitter posts, while Instagram posts acheive more
engagement. Lucky’s uses its Facebook to showcase employees, a type of post that could easily get engagement from employees
friends and family members.
Age Dist. Gender Dist. Primary Social
Network
18-24 8.56%
Audience Demographics Summary: March & April 2018
A majority of survey respondents are in the 35-44 age group. Facebook and Instagram are their most used social networks. Passion for fresh
food is a primary motivator for shopping atWhole Foods. Energies should be dedicated to encourage Instagram and Facebook engagement.
Secondary Social
Network
Primary Need Secondary Need
25-34 20.1%
35-44 20.7%
45-54 20.1%
Males 43%
Females 57%
Facebook 60%
Instagram 43%
Twitter 15%
Facebook 34%
Instagram 37%
Twitter 29%
To purchase
sustainable and
healthy groceries
for themselves and
their families
To have a postive
and friendly
experience when
interacting with
assocaites at the
supermarket.
Social Profile
No clear celebrity endorser or advocator
featured on profileInstagram
Beautiful and trendy food photography. Showcases
different colors to match seasons
Facebook
“Humans of Lucky’s Market” showcases employees
and shows brand cares about people
Low engagement with followers on
Facebook posts
Twitter Uses cute animated videos to thank customers for
using resuable bags
Some photo content could be slightly high
quality

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SOCIAL MEDIA OBJECTIVES
In 2018, the primary focus of our social media strategy will be to support revenue goals by
encouraging more consumers to visit our brick and mortar stores as well as increase our number of
amazon orders. In order to do so, our social media priorities will be growing our engagement on our
social media channels with our existing followers by encouraging more followers to like, share and
respond to our posts.We will post more content like recipies and videos featuring Antoni Porowski, a
type of content that has been known to generate high engagement in the past.These engagements
will keep our brand fresh in followers minds and encourage them to plan their next shopping trip to
one of our stores.
Specific objectives include:
- Increase engagement across all social media channels by at least 1.5% over the next 3 months.This
is especially important forTwitter and Facebook.We can do this by:
- Providing coupon and discount codes to those who engage with our brand on social media,
especially those who post using #WholeFoodsSummer
- Allowing users a chance to be featured on our own social media pages for purchasing our
product/talking about it on their personal social media pages.
Key Messages:
#WholeFoodsSummer
Share your photo for a chance to be
featured
KPIs:
Percent of followers engaging with
posts
Number of users who post using
#WholeFoodsSummer

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ONLINE BRAND PERSONAAND VOICE
Adjectives that describe our brand:
Honest, High Quality, Fun, Fresh, Quirky
WhenInteractingwithOurCustomersWeAre:
Kinds, Helpful, Responsive, Calm, Friendly

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STRATEGIES AND TOOLS
Paid: Every Friday boost most popular organic Facebook post as a sponsored post for the weekend to encourage
families to share their summer weekend with our brand.The post must have a summertime theme and a minimum
organic reach of 100 people, as well as a minimum of 8 likes or 5 comments.
Owned: Introduce the use of #WholeFoodsSummer through our own Instagram posts. Encourage engagement with
followers and source a minimum of 1 piece of user-generated content per week to post on our owned website using
the hashtag. Promote hashtag across all social properties, including physical weekly ads.When followers posts are
shared to our owned website, reward that followers with a coupon or discount to be redeemed in store.
Earned: MonitorTwitter and Instagram for keywords and terms:fresh,healthy eating,summer treat,summer picnic,etc.
Extend discount and coupon codes to followers who mention these over the course of the summer months to delight
people and encourage them to engage more with our brand onTwitter,which has many followers but limited interaction.
Encourage instagrammers to post photos of meals they created with our brand’s products and share them to their own page
with #WholeFoodsSummer to be featured on our page.
We will use Hootsuite to manage our social media channels

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TIMING AND KEY DATES
Holiday Dates:
May 28, 2018- Memorial Day
June 17, 2018- Father’s Day
July 4, 2018- US Independence Day
Sept. 3, 2018- Labor Day
Internal Events:
There are no internal events scheduled
between June 2018 and September 2018
Reporting Dates:
Sept. 31- End of Summer Social Campaign

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SOCIAL MEDIA ROLES AND RESPONSIBILITIES
Social Media Director:
Responsibilities:This person is responsible for overseeing higher level planning and final approval of
social media efforts across platforms.
Social Media Manager:
Responsibilies:This person is responsible for planning and overseeing the daily operations of the
brand’s social media properties.
Social Media Coordinator:
Responsibilities:This person is responsible for publishing content across social media platforms.

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SOCIAL MEDIA POLICY
Social media is a large part of our everday lives.We use it to spread company messages internally,interact with customers and
partners outside of the company,and to share parts of our personal lives and much more.As an employee and representative
ofWhole Foods Market,you are expected to demonstrate appropriate social media practices and etiquette in your use of both
professional and private social interactions by following these simple guidelines:
Whole Foods Market is serious regarding the use of social media by its employees.Violation of theWhole Foods Market
social media policy may result in corrective disciplinary action, up to, and including, suspension and/or termination.An
employee in violation of this policy may also be subject to legal action, including criminal prosecution.The company
reserves the right to take any further action it believes is appropriate. If you have any questions or concerns please
contact theWhole Foods Market Human ResourcesTeam.
Be Respectful
Avoid Drama
Do Not Cyberbully
Do Not PostWith
Intent to Harm Others
Do Not Criticize Competitors or
Do Not Criticize Coworkers
Unsure?Ask before you
post.We are here to answer
questions and concerns.

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CRITICAL RESPONSE PLAN
Scenario One:
@WholeFoods twitter account answers a customer complain innappropriately
Action Steps
-When tweet is noticed take a screenshot.
- Delete the tweet
- Contact the Social Media Manager.If they are not available,contant the Social Media Director.
- Social Media Manager,Social Media Director and Marketing Manager discuss possible ramifications of tweet,decide if action must be taken
- Social Media Manager writes and sends follow up tweet,with Marketing Manager approval
- Social Media Manager meet with employee who made the tweet,discuss disciplinary action
Pre-approved Messaging
Messaging will be dependant on the tweet - to be developed by Social Media Manager.
ScenarioTwo:
Whole Foods Employee makes a racist post on their personal Facebook page
Action Steps
- Social Media Manager meet with employee who made the tweet,discuss disciplinary action
- Social Media Manager develops a cross platform post to apologize and say that the employees views do not reflect our companies and say
that said employee has been terninated
- Host an in-house social media workshop to remind employees what acceptable social media behavior means
Pre-approved Messaging
“We atWhole Foods do not agree with the post made by _______.This person’s views do not reflect our values as a company and that person
has been removed from our staff.We atWhole Foods will continue to make sure our employees treat all people with love and equality.”

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MEASUREMENTAND REPORTING RESULTS
WebsiteTraffic SourcesAssessment: May 2018
Social Network Volume % OverallTraffic
Twitter
Instagram
Facebook
LinkedIn
Conversion Rate
700 unique visits
No Data
1,100 unique visits
100 unique visits
No Data No Data
7%
11%
>1%
3.3%
4.8%
0.04%
With the new efforts we were able to raise both Facebook and Instagram followers to the brand by 1%.We were also able to bring
up engagement rates by posting more user generated content and by using the hashtag #WholeFoodsSummer.
Social MediaAssessment: Data from May 2018
Social Network URL Follower Count Avg.WeeklyActivity
Twitter
Instagram
Facebook
LinkedIn
Avg. Engagement Rate
# Interaction/Reach
4.84 m
2.8 m
4.4 m
274,549
https://twitter.com/WholeFoods?ref_
src=twsrc%5Egoogle%7Ctwcamp%5E-
serp%7Ctwgr%5Eauthor
https://www.instagram.
com/wholefoods/?hl=en
https://www.facebook.com/
WholeFoods/
https://www.linkedin.com/com-
pany/whole-foods-market/
6 posts per week
12postsperweek
5 posts per week (+1)
< 1 post per week
6.5%
<1%
<1%
1%
1% Growth
1% Growth
13% Growth
9% Growth

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MEASUREMENTAND REPORTING RESULTS
- Our Instagram account gained 200,000 followers over the three month time frame.We were able to grow follower
count by a large amount,but engagement remains reletively low.
- Our Hashtag #WholeFoodsSummer kicked off to a good start,as it was mentioned 2000 times by followers in the
month of May.
- Our qualitative KPI shows that while there is still some negative interactions on social media (spolied food,rude
emploee,etc.),there are far more postive ones than negative.Negative tweets are usually met with aTweet of apology
and a form of discount code.
-The biggest driver of negative sentimate is spoiled food,we must do a better job scanning shelves for out of date
items so customers have nothing negative to report.
Moving forward
-We plan to continue the use of #WholeFoodsSummer throughout the summer to continue encouraging engagement
among social media followers.
- LinkedIn and Facebook are neglected.We plan to encourage more followers to engage with posts on these websites
by featuring more colaboration withAntoni Porowski.