This document outlines Whole Foods' 2018 social media strategy. It includes conducting social media audits of platforms like Facebook, Twitter, Instagram and YouTube. Key objectives are to boost posts by 25% in 6 months and increase YouTube followers by 50,000. Strategies include paid ads, owned content like a hashtag contest, and earned media from monitoring branded hashtags. Metrics like website traffic and sentiment analysis will be reported quarterly to evaluate performance.

1. Social Media Strategy
Klarizza Aggabao
PUR3622

2. TABLE OF CONTENTS
1. ExecutiveSummary
2. SocialMedia Audit
a. SocialMedia Assessment
b. TrafficSourcesAssessment
c. CustomerDemographicsAssessment
d. CompetitorAssessment
3. SocialMedia Objectives
4. Online BrandPersonaandVoice
5. StrategiesandTools
6. Timing andKeyDates
7. SocialMedia Policy
8. CriticalResponsePlan
9. Measurement andReportingResults

3. EXECUTIVE SUMMARY
Oursocial media goalfor2018will be enhancingandexpandingouronline presence,interactionandcommunity.
The mainprioritywill betoboostrevenue byincreasing customerinteractionto oursocialchannels andwebsite through
eye-catchingcontent.
Twomajor socialstrategies will support this objective:
1. Develop conversationsandinteractionthroughfrequencyofposts.
2. Createeye-catchingandrelevant contentto publishonsocial media.

4. SOCIAL MEDIAAUDIT
Social Media Assessment
At present time, the highest number ofinteractions between customers andthe company is on Facebook, with over 100 likes on each post. The lowest
interaction willbe on YouTube andit will need tobe evaluated if it needs tobe closed or moving forward.
Social Network URL Follower Count Average Weekly Activity
Facebook https://www.facebook.com/WholeFoods/ 4,292,685 6to 7posts
Twitter https://twitter.com/wholefoods/ 4.84million 10 to11tweets
Instagram https://www.instagram.com/wholefoods/ 2.6 million 6 to 7 posts
YouTube https://www.youtube.com/wholefoods 79,428 1 video
Social Media Assessment

5. WEBSITE TRAFFIC SOURCES ASSESSMENT
TrafficSummary
Currently,Twitter andFacebook is the biggest traffic drivertothe website.
Source Volume Percentage of Overall
Traffice
Conversion Rate
Facebook 150,000uniquevisits 4,292,685 3.6%
Twitter 200,000uniquevisits 4.84million 4.1%
Instagram No Data No Data No Data
YouTube 1,000uniquevisits 79,428 0.76%

6. AUDIENCE DEMOGRAPHICS ASSESSMENT
Audience DemographicsSummary:
The main audience are women and anyone between the ages of 18 to 30.
Age Distribution Gender Distribution PrimarySocial
Network
SecondarySocial
Network
PrimaryNeed SecondaryNeed
50%18 -30
25%31-40
15%41 -55
10%56 -80
65%Female
35%Male
65%Female 45%
Male
50%Facebook 35%
Instagram25%
Twitter
35%Instagram 50%
Facebook 25%
Twitter
Purchasingorganic
and healthy food
Participating in a
shopping experience
that promotes
sustainability and
organic

7. COMPETITOR ASSESSMENT
Competitor Name Social Media Profile Strengths Weaknesses
TraderJoe’s FB: TraderJoe’s Separate page for each location
for each city
No official page
Lucky’sMarket Instagram: @luckysmarket Highlights specific employees
on #HumansofLuckysMarket
Low numberof followers
Earth Fare TW:@EarthFare Multiple posts each day Followers less than Whole
Foods

8. SOCIAL MEDIA OBJECTIVES
Oursocial media goalfor2018will be enhancingandexpandingouronline presence,interactionandcommunity.In
ordertoachievethe goal,oursocial media prioritieswill include expandingoursocial media presence, forgeinteractions
between ourcustomersandemployees andpublishing,sharing andposting eye-catchingcontentthatattractsdifferent
demographics.
Somespecific objectivesinclude:
1. Boostfrequencyofpostsby25 percentin six months
2. IncreaseYouTubefollowers by50,000in six months
3. Increasenumberofunique visitorsfromsocialplatformsby25percent in sixmonthsvia:
1. Increaseduniquevisitorsthroughcreatedcontent
2. Increaseduseofhashtagsonallplatform

9. KPI
■ NumberofvisitorsfromFacebook,Instagramand
Twitter
■ Numberofmultimedia postsonFacebookand
Instagram
Key Messages
■ America’sHealthiest GroceryStore
■ On aMission forQuality

10. ONLINE BRAND PERSONA
AND VOICE
Adjectives that describe our brand:
■ Healthy
■ Sustainability
■ Quality
■ Natural
■ Prosperity
■ Nourish
Wheninteracting withcustomersweare:
■ Delightful
■ Collaboration
■ Serving
■ Supporting
■ Friendly

11. STRATEGIES AND TOOLS
■ Paid
– Ads on sale items of the currentweekto boost
revenueover the weekend. Thesocial media
posts should includeitems on sale that week,
recipes of featured items or how visitors are
eating the item.
■ Owned
– Introducea newhashtag, #WholeFoodsMyWay
on Instagram, Facebook and Twitter by
encouraging customers to showcase how they
incorporate food items from Whole Foods into
their diet. Start a recipe video competition for
visitors to send into win prizesand be posted on
all social media.
■ Earned
– Monitor hashtags that involves the Whole Foods brand
likeorganic, local, sustainable, healthy.
– Publish linkof weekly ads on all social media platforms .
– Set uppolls to calculatewhichcategory of foods visitors
buyoften, like vegetables, meats, hot bar, sweets on
Twitter, Facebook and Instagram Stories
■ Tools
– Approved
■ Hootsuite
– Existing Subscriptions. Licenses
■ Adobe

12. TIMING AND KEY DATES
Holidays
NewYear'sDay
Valentine’sDay
Memorial Day
IndependenceDay
LaborDay
VeteransDay
Halloween
ThanksgivingDay
ChristmasDay
InternalEvents
WholeFoodsFriendsgiving, AnnualChristmas
luncheon
Reporting Dates
Will occur every quarterin March,June,September
andDecember.ExactdatesTBA

13. SOCIAL MEDIA ROLES AND
RESPONSIBILITIES
Marketing, Director –Fletcher Lawrence
Leadsthecompany’sregional executive marketingdirectors,implementing strategiesthathelp
drivesales and boostbrandknowledge.
Integrated Brand Content& SocialMedia,Director – LisaGrimm
Leadsateamwho focusesoncultivating andexpandingthe Whole Foodsto the people.
SocialMedia,Coordinator – NatanyaAnderson
Helps controlonline marketingthroughsocialplatforms. Theysymbolizethe
companyonsocial media.

14. SOCIAL MEDIA POLICY
Do’s
1. Alwaysberespectful
2. Interactwithintegrity
3. “Thecustomeris alwaysright.”
4. Listentocustomersandrespondefficiently
5. Behelpful
Don’t’s
1. Useoffensivelanguage
2. Badmouththecompetition
3. Postinappropriateinformation

15. CRITICAL RESPONSE PLAN
Scenario 1:An inappropriatetweet,postis publishedon Twitter,Facebookusing offensivelanguageormessage.
1. Find the post.
2. Takeascreenshotor printthe tweet, post.
3. Deletetweet, postonthe account.
4. ContactNatanyaAnderson(social media coordinator,)if notavailable,LisaGrimm (Integrated BrandContent&
SocialMedia, Director,)ifnotavailable,Fletcher Lawrence(Marketing Director.)
5. Have executivesexaminethe tweet,postin questionandcreateapostthatrespondsandaddressestheissue ofthe
deletedtweet.
6. Executives will contactthe employeeresponsibleforthe tweet,postandsee if disciplinaryactionis needed.

16. Scenario 2:Thereisarumorcirculating aroundsocial media platformsthatdamagesandharmsthe brandofthe
companybasedona negativeinteractionbetweena customerandemployeeonsocial media.
1. Locatethe negativeinteractiononsocial media.
2. Locatethe rumoronsocial media.
3. Takeascreenshotor printa copyoftheposts.
4. Deletethe negativeinteractionbetween customerandemployee.
5. ContactNatanyaAnderson(social media coordinator,)if notavailable,LisaGrimm (Integrated BrandContent&
SocialMedia, Director,)ifnotavailable,Fletcher Lawrence(Marketing Director.)
6. Have executivesexaminethe tweet,postin questionandcreateapostthatrespondsandaddressestheissue ofthe
deletedtweet.
7. Executiveswill contactthe employeeresponsibleforthe tweet,postandsee if disciplinaryactionisneeded.
CRITICAL RESPONSE PLAN

17. Pre-approved Messaging
1. “A tweet,postwaspostedonour socialmedia thatdoesnot
representthe valuesandintegrityofourcompany.The tweet,
postin questionhasbeen deleted.Weapologizetothose
whowereoffended.”
2. “Ourgoals forthecompanyincludesrespecting our
customersin theaislesandonline.Wewelcomeanyfeedback
fromourcustomersandwestrivetofind theright solutions
toanyissues orproblems.Weapologizeforthe negative
responsethatwasonapost.Weappreciateallfeedbackand
apologizedhow thiswashandled.”
CRITICAL RESPONSE PLAN

18. MEASUREMENT AND REPORTING
QualitativeKPIs
Source Volume Percentage of Overall
Traffice
Conversion Rate
Facebook 150,000uniquevisits 4,292,685 3.6 %
Twitter 200,000uniquevisits 4.84million 4.1%
Instagram No Data No Data No Data
YouTube 1,000uniquevisits 79,428 0.76%

19. SocialNetworkData
Social Network URL Follower Count Average Weekly Activity
Facebook
https://www.facebook.com/WholeFoods/
4,292,685
+3.5%growth
8 to 9 posts
Twitter
https://twitter.com/wholefoods/
4.84million
+2.6%growth
12to 13tweets
Instagram
https://www.instagram.com/wholefoods/
2.6 million
+1.5%growth
7to 8posts
YouTube https://www.youtube.com/wholefoods 79,428 1 video
MEASUREMENT AND REPORTING

20. #WholeFoodsMyWaycampaignperformance
1. Between April 1,2018toJune 1,2018,the
hashtagwasused 350,000timeson all social
media platforms.
2. 75,000ofthepostsreceived high interactions
fromtheirfollowers,earningthousandsoflikes,
hundredsofcommentsandseveral recreations
fromfollowers.Manyfollowersexpressed their
ownidea in tryingouttherecipe posted.
MEASUREMENT AND REPORTING

21. Sentiment Analysis
An analysisof1,000postsoneach socialmedia platforms,like Facebook,Twitter,InstagramandYouTube,it wasrevealed
that:
1. Thereisahigh level ofinteractiononthe company’sFacebookPage,oftentagging friendstotryouttherecipe,
urging tovisit thestoreorlookatthegraphics.
2. Thereisasmall numberofnegativecomments addressingtheprices ofitemsandproduce.Employeesareoften
quicktoreply andaskwhattheycandotohelp anyissues.
MEASUREMENT AND REPORTING

22. Proposed ActionItems
1. Continue#WholeFoodsMyWaycampaign
2. Rewardincentives forfollowersandcustomerswho usethehashtagas awaytoboostsalesandenhancethe
companycommunity.
3. Continuetocreate andpublish engaging andeye-catchingcontentthatappealstoawider rangeofthecompany
audience.
MEASUREMENT AND REPORTING