BlogWell Bay Area Social Media Case Study: Whole Foods Market, presented by Natanya Anderson

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In her BlogWell Bay Area presentation, Whole Foods Market's Director of Social Media and Digital Marketing, Natanya Anderson, explains why "culture eats strategy for lunch" and how the upscale grocery brand engages consumers on the local level.

She shares how Whole Foods separated global and local social strategy, with the global level addressing lifestyle and the local level tackling transaction, to create a more efficient social experience for consumers.

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BlogWell Bay Area Social Media Case Study: Whole Foods Market, presented by Natanya Anderson

  1. 1. Natanya Anderson Brand + Local Social: Creating Balance in the Customer Experience This video is from BlogWell San Francisco June 20, 2011 socialmedia.org/blogwell SocialMedia.org Case Studies This presentation is from BlogWell Bay Area August 6, 2013 socialmedia.org/blogwell
  2. 2. Brand +LocalSocial CreatingBalance inthe CustomerExperience Natanya Anderson Director, Social Media & Digital Marketing @natanyap
  3. 3. @natanyap •  Culture   •  A  holis-c  view   •  Channel-­‐specific  strategies   •  Local  reali-es   •  Support  &  infrastructure   Brand +LocalSocial:KeyElements
  4. 4. Culture Eats Strategy for Lunch @natanyap
  5. 5. Creating aHolisticVision @natanyap Brand  =   Lifestyle   • Informa-on   • Inspira-on   • Aspira-on   Local  =   Shopping   • Sales   • Local  products   • Events   Shared   Customer   Experience  
  6. 6. Brand +Local Together:BerrySeason @natanyap Brand   Local  
  7. 7. Brand +Local Together:FlashSales @natanyap Brand   Local  
  8. 8. Brand +Local Together:SummerWineProgram @natanyap Brand  (Pinned)   Local  
  9. 9. Brand Only:HoneyBees @natanyap
  10. 10. Local Only:NYCSurf andTurfSale @natanyap
  11. 11. Building a ChannelSpecificStrategy @natanyap Brand   Lifestyle-­‐focused  visuals   Highest  priority  programs   Customer  service   Broader  range  of  programs   Inspire  broadly   Integrated  contributors   Celebrate  local  visually   Build  a  community   Local   Local  sales  &  products   Events   ??  Should  we  be  here  ??   No  presence   Content  source   Build  awareness  of  local   Facebook   TwiNer   Pinterest   Instagram  
  12. 12. Pinterest:ABroadView of ourBrandLifestyle @natanyap
  13. 13. Instagram:Three (SurprisinglySimilar)Views ofLocal @natanyap Brand   New  York   Customers  
  14. 14. Living withLocalRealities @natanyap •  Hourly  workforce   •  High  turnover   •  Restricted  mobile  device  access   •  Limited  digital  marke-ng   experience   •  Inconsistent  interest  in  social   •  Social  is  only  one  part  of  their  job   •  SpoNy  support  from  leadership  
  15. 15. Building aLocalSupportTeam &Plan @natanyap •  Seed  content   •  Best  prac-ces   •  Crisis  support   •  Front-­‐line   customer  service   •  Social  Media   Management   •  Repor-ng   •  Listening  &   monitoring   • Broad  spectrum   • Ongoing  support   • Helpdesk   • In-­‐person   •  Digital  specialists   •  “With  and  through”   philosophy   •   Connec-on  to   regional  marke-ng     Regional   Support   Training   Content  &   Community   Management   Infrastructure  
  16. 16. What’sNext @natanyap ü From  “grassroots”  à  Strategic  Ini-a-ve   ü Social  Media  Academy   ü My  role:  Chief  Digital  Evangelist   ü Measure,  measure,  and  measure  again  
  17. 17. Thank you! NatanyaAnderson @natanyap Director,SocialMedia &DigitalMarketing
  18. 18. Learn more about past and upcoming BlogWells socialmedia.org/blogwell This video is from BlogWell San Francisco June 20, 2011 socialmedia.org/blogwell SocialMedia.org Case Studies This presentation is from BlogWell Bay Area August 6, 2013 socialmedia.org/blogwell

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