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Whole Foods Social Media Strategy

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Tommy Townsend

This social media audit is a project that was assigned in one of my classes at the University of Florida. I believe it introduced me to new grounds that I will benefit greatly from in the future.

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Whole Foods Social Media Strategy By Tommy Townsend October 8, 2017
Table of Contents 1. Executive Summary 2. Social Media Audit 3. Social Media Objectives 4. Online Brand Persona and Voice 5. Strategies and Tools 6. Timing and Key Dates 7. Social Media Rules and Responsibilities 8. Social Media Policy 9. Critical Response Plan 10. Measurement and Reporting Rules
Executive Summary Our social media strategy will focus on growing our following and being more interactive on all online media platforms. We believe that we will increase consumer activity by being more direct with online consumers and strategically posting content that will attract new followers. The age range we will be targeting will be from 18-40 since most media users are in that range. A few strategies supporting this objective are: - posting more user friendly/interactive content such as photos, videos, and live cooking tutorials - Focus posting traditional and multicultural content This will allow visitors to feel invited and inspired to be a part of the Whole Foods shopping and cooking experience.
Social Media Audit Social Media Assessment Date as of October 8, 2017 Summary: Instagram is dominant over the other media platforms as far as engagement but has a similar amout of activity. Instagram needs to continue to succees but Twitter and Facebook need to increase activity. Social Network URL Follower Count Average Weekly Activity Average Engagement Rate Facebook https://www.facebook.com/WholeFoods / 4,075,588 13 posts per week 250 likes per post and 40 shares per post Instagram https://instagram.com/wholefoods/?hl=e n 2.4 million 10 posts per week 16k likes per post and 150 comments per post Twitter https://twitter.com/WholeFoods/ 4.86 million 15posts per week 12 retweets per post and 40 likes per post
Social Media Audit Website Traffic Sources Assessment Date as of October 8, 2017 Summary: Facebook produces the most website traffic and has the highest conversion rate. Twitter then Instagram follow and according to Facebook’s activity, the other two platforms should be able to produce similar numbers. Social Network Volume % of Overall Traffic Conversion Rate Facebook 800k Unique Visitors per Week 60% 8.7% Instagram 650k Unique Visitors per Week 30% 6.8% Twitter 750k Unique Visitors per Week 20% 6.2%
Social Media Audit Audience Demographic Assessment Data as of October 8, 2017 Summary: Facebook is Whole Food’s primary social network because that is where the majority of the users exist. The gender distribution is pretty even but the age distribution is all over the place with the 18-30 age range being the largest at 50%, and the 56-80 age range being the smallest at only 10%. Age Distribution Gender Distribution Primary Social Network Secondary Social Network 50% 18-30 53% Female 50% Facebook 35% Instagram 30% 31-40 47% Male 60% Facebook 30% Instagram 10% 41-55 75% Facebook 10% Twitter 10% 56-80 85% Facebook 5% Twitter
Social Media Audit Competitor Assessment Summary: The graph above focuses on the main competitors (to Whole Foods) social media strengths and weaknesses compared to the Whole Foods media content. The competitors could improve their media with simple changes. Competitor Name Social Media Profile Strengths Weaknesses Trader Joe’s Instagram: TraderJoes Very Well known brand, high follower count, and popular #TraderJoes hashtag Lacking user-generated content Kroger Facebook: Kroger Frequent and changing Facebook posts Little consumer response and feedback Sprouts Farmers Market Twitter: SproutsFM Professional give off a high quality vibe and provide quality/interesting videos Very little activity on the companies part.
Social Media Objectives Social Media Goal: Our primary goal is to become an even more consumer friendly company across our media platforms. We plan to continue increasing our following as well as building stronger relationships with our customers through producing strategic content that will be attractive to all media users. Our Objectives: 1. Increase following on all social media pages 1. 50,000 new followers/unique visitors per month 2. More emphasis on Instagram and Twitter 2. Increase user friendly/interactive content by 25% 1. such as photos, videos, and live cooking tutorial 3. Increase new content posted by 50% 1. Focus posting traditional and multicultural content
Social Media Objectives KPI’s: • Number of followers (gained or lost) per week • Number of Likes per post • What kind of posts get the most likes? • Number of unique visitors per week • Which platforms gain the most visits? • Which platforms produce the least amount of visits? Key Messages: • Eating healthy can lead to other heatlthy habbits #eathealthylivehappy
Online Brand Persona and Voice Adjectives that describe our brand: - Organic - Quality - Natural - Nourishing - Healthy - Inviting
Strategies and Tools Paid: Increase interactivity and engagement among users by starting Facebook Live cooking tutorials every week with a new special guest each week. The food in the live videos must differ in culter week to week. Sen out a string of Facebook, Twitter, and Instagram posts about the Facebook Live even to increase awareness. Owned: Posts must use 5+ hashtags including “#eathealthylivehappy” and observe if those tweets receive more engagement. Earned: Create a weekly discount code that corresponds with an ingredient that is used in the weekly Facebook Live video. Also include a drawing for a $25 gift certificate each month (must follow, favorite, retweet, and tag 2 friends to be eligible).
Tools Approved tools • Buffer • Hootsuite Rejected Tools • None Existing Subscriptions • Adobe Creative Cloud • Vimeo • YouTube
Timing and Key Dates Holidays - New Years - Easter - 4th of July - Halloween - Thanksgiving - Christmas Internal Events - September 20th : First opening of Whole Foods - October 8th : Community Food Drive Reporting Dates - Once a quarter (March, June, September, December)
Social Media Roles and Responsibilities Social Media Coordinator: Natanya Anderson • Learn about current audience trends and preferences as well as to create engaging contetent Social Media Manager: Kirsten Herickson • Manage day to day social media operations as well as to create a successful marketing campaign Social Media Director: Grace Vanhouston • Oversee the companes social media strategy as well as engage with customers to find new was to improve the company Director of Marketing: Marci Frumkin • Develop and put into action successful social media and marketing strategies PR Agency Members: Amy Cook, Julie Sherit, Sara Sweredowski
Social Media Policy Social media is a huge part our company. The many different platforms we use help us effectively introduce our produces to the consumers in an inviting and positive manor. Social media helps us communicate and connect with customers through sharing thoughts, ideas and experiences. As a company, some of our social media goals are: • Always respond comments/messages/concerns from customers • Post positive and engaging content • Be respectful to all customers no matter if in the right or wrong
Critical Response Plan Scenario: Inappropriate Tweet 1. Locate the Inappropriate post 2. Screen Shot the Tweet (For records and future teaching point) 3. Delete the post 4. Contact the Social Media Manager and Director 5. Create an appropriate follow up message 6. Investigate the tweet and who posted it 7. Enforce disciplinary action according to the severity of the social media post
Measurement and Reporting Results Social Network Data Social Network Volume % of Traffic Conversion Rate Facebook 800k visitors +15% growth 65% 8.9% Instagram 650k visitors +35% growth 40% 7.2% Twitter 750k visitors + 25% growth 35% 6.9%
Measurement and Reporting Results Results All of our social media pages have grown substantially over the past 6 months. The hashtag campaign has been obviously working since the Instagram and Twitter pages have grown the most. Those were the only two platform the hashtag campaign was being used on. Our Facebook page’s growth is also worth mention. The following has improved by 120,000 and engagement has increased significantly.

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Whole Foods Social Media Strategy

  • 1. Whole Foods Social Media Strategy By Tommy Townsend October 8, 2017
  • 2. Table of Contents 1. Executive Summary 2. Social Media Audit 3. Social Media Objectives 4. Online Brand Persona and Voice 5. Strategies and Tools 6. Timing and Key Dates 7. Social Media Rules and Responsibilities 8. Social Media Policy 9. Critical Response Plan 10. Measurement and Reporting Rules
  • 3. Executive Summary Our social media strategy will focus on growing our following and being more interactive on all online media platforms. We believe that we will increase consumer activity by being more direct with online consumers and strategically posting content that will attract new followers. The age range we will be targeting will be from 18-40 since most media users are in that range. A few strategies supporting this objective are: - posting more user friendly/interactive content such as photos, videos, and live cooking tutorials - Focus posting traditional and multicultural content This will allow visitors to feel invited and inspired to be a part of the Whole Foods shopping and cooking experience.
  • 4. Social Media Audit Social Media Assessment Date as of October 8, 2017 Summary: Instagram is dominant over the other media platforms as far as engagement but has a similar amout of activity. Instagram needs to continue to succees but Twitter and Facebook need to increase activity. Social Network URL Follower Count Average Weekly Activity Average Engagement Rate Facebook https://www.facebook.com/WholeFoods / 4,075,588 13 posts per week 250 likes per post and 40 shares per post Instagram https://instagram.com/wholefoods/?hl=e n 2.4 million 10 posts per week 16k likes per post and 150 comments per post Twitter https://twitter.com/WholeFoods/ 4.86 million 15posts per week 12 retweets per post and 40 likes per post
  • 5. Social Media Audit Website Traffic Sources Assessment Date as of October 8, 2017 Summary: Facebook produces the most website traffic and has the highest conversion rate. Twitter then Instagram follow and according to Facebook’s activity, the other two platforms should be able to produce similar numbers. Social Network Volume % of Overall Traffic Conversion Rate Facebook 800k Unique Visitors per Week 60% 8.7% Instagram 650k Unique Visitors per Week 30% 6.8% Twitter 750k Unique Visitors per Week 20% 6.2%
  • 6. Social Media Audit Audience Demographic Assessment Data as of October 8, 2017 Summary: Facebook is Whole Food’s primary social network because that is where the majority of the users exist. The gender distribution is pretty even but the age distribution is all over the place with the 18-30 age range being the largest at 50%, and the 56-80 age range being the smallest at only 10%. Age Distribution Gender Distribution Primary Social Network Secondary Social Network 50% 18-30 53% Female 50% Facebook 35% Instagram 30% 31-40 47% Male 60% Facebook 30% Instagram 10% 41-55 75% Facebook 10% Twitter 10% 56-80 85% Facebook 5% Twitter
  • 7. Social Media Audit Competitor Assessment Summary: The graph above focuses on the main competitors (to Whole Foods) social media strengths and weaknesses compared to the Whole Foods media content. The competitors could improve their media with simple changes. Competitor Name Social Media Profile Strengths Weaknesses Trader Joe’s Instagram: TraderJoes Very Well known brand, high follower count, and popular #TraderJoes hashtag Lacking user-generated content Kroger Facebook: Kroger Frequent and changing Facebook posts Little consumer response and feedback Sprouts Farmers Market Twitter: SproutsFM Professional give off a high quality vibe and provide quality/interesting videos Very little activity on the companies part.
  • 8. Social Media Objectives Social Media Goal: Our primary goal is to become an even more consumer friendly company across our media platforms. We plan to continue increasing our following as well as building stronger relationships with our customers through producing strategic content that will be attractive to all media users. Our Objectives: 1. Increase following on all social media pages 1. 50,000 new followers/unique visitors per month 2. More emphasis on Instagram and Twitter 2. Increase user friendly/interactive content by 25% 1. such as photos, videos, and live cooking tutorial 3. Increase new content posted by 50% 1. Focus posting traditional and multicultural content
  • 9. Social Media Objectives KPI’s: • Number of followers (gained or lost) per week • Number of Likes per post • What kind of posts get the most likes? • Number of unique visitors per week • Which platforms gain the most visits? • Which platforms produce the least amount of visits? Key Messages: • Eating healthy can lead to other heatlthy habbits #eathealthylivehappy
  • 10. Online Brand Persona and Voice Adjectives that describe our brand: - Organic - Quality - Natural - Nourishing - Healthy - Inviting
  • 11. Strategies and Tools Paid: Increase interactivity and engagement among users by starting Facebook Live cooking tutorials every week with a new special guest each week. The food in the live videos must differ in culter week to week. Sen out a string of Facebook, Twitter, and Instagram posts about the Facebook Live even to increase awareness. Owned: Posts must use 5+ hashtags including “#eathealthylivehappy” and observe if those tweets receive more engagement. Earned: Create a weekly discount code that corresponds with an ingredient that is used in the weekly Facebook Live video. Also include a drawing for a $25 gift certificate each month (must follow, favorite, retweet, and tag 2 friends to be eligible).
  • 12. Tools Approved tools • Buffer • Hootsuite Rejected Tools • None Existing Subscriptions • Adobe Creative Cloud • Vimeo • YouTube
  • 13. Timing and Key Dates Holidays - New Years - Easter - 4th of July - Halloween - Thanksgiving - Christmas Internal Events - September 20th : First opening of Whole Foods - October 8th : Community Food Drive Reporting Dates - Once a quarter (March, June, September, December)
  • 14. Social Media Roles and Responsibilities Social Media Coordinator: Natanya Anderson • Learn about current audience trends and preferences as well as to create engaging contetent Social Media Manager: Kirsten Herickson • Manage day to day social media operations as well as to create a successful marketing campaign Social Media Director: Grace Vanhouston • Oversee the companes social media strategy as well as engage with customers to find new was to improve the company Director of Marketing: Marci Frumkin • Develop and put into action successful social media and marketing strategies PR Agency Members: Amy Cook, Julie Sherit, Sara Sweredowski
  • 15. Social Media Policy Social media is a huge part our company. The many different platforms we use help us effectively introduce our produces to the consumers in an inviting and positive manor. Social media helps us communicate and connect with customers through sharing thoughts, ideas and experiences. As a company, some of our social media goals are: • Always respond comments/messages/concerns from customers • Post positive and engaging content • Be respectful to all customers no matter if in the right or wrong
  • 16. Critical Response Plan Scenario: Inappropriate Tweet 1. Locate the Inappropriate post 2. Screen Shot the Tweet (For records and future teaching point) 3. Delete the post 4. Contact the Social Media Manager and Director 5. Create an appropriate follow up message 6. Investigate the tweet and who posted it 7. Enforce disciplinary action according to the severity of the social media post
  • 17. Measurement and Reporting Results Social Network Data Social Network Volume % of Traffic Conversion Rate Facebook 800k visitors +15% growth 65% 8.9% Instagram 650k visitors +35% growth 40% 7.2% Twitter 750k visitors + 25% growth 35% 6.9%
  • 18. Measurement and Reporting Results Results All of our social media pages have grown substantially over the past 6 months. The hashtag campaign has been obviously working since the Instagram and Twitter pages have grown the most. Those were the only two platform the hashtag campaign was being used on. Our Facebook page’s growth is also worth mention. The following has improved by 120,000 and engagement has increased significantly.