Whole Foods Social Media Strategy
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The 2017-2018 Social Media Strategy for Whole Foods Inc.
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Whole Foods Social Media Strategy
- 1. Whole Foods October 4th, 2017 Ashley Ryan
- 2. Table of Contents • Executive Summary- Slide 3 • Social Media Audit- Slide 4 • Social Media Objectives- Slide 5 • Online Brand Persona & Voice- Slide 6 • Strategies & Tools- Slide 7 • Timing & Key Dates- Slide 8 • Social Media Roles & Responsibilities- Slide 9 • Social Media Policy- Slide 10 • Critical Response Plan- Slide 11 • Measurement & Reporting Results- Slide 12
- 3. Executive Summary • Major social media priorities for 2017-18 will be growing community engagement and increasing online following • Primary focus to increase revenue goals as well as improve customer satisfaction & interaction by posting relevant and interesting content • Two major social strategies will support this objective: 1. A plan to increase more UGC to our social profiles 2. Post more content with specific calls to response from our audience
- 4. Social Media Audit • Social Media Assessment: Social Network URL Follower Count Average Weekly Activity Average Engagement Rate Facebook https://www.fa cebook.com/W holeFoods/ 4 million Instagram https://www.in stagram.com/ wholefoods/ 2.4 million 2000 Pinterest https://www.pi nterest.com/w holefoods/ 332507 15000 Twitter https://twitter. com/wholefoo ds/ 4.86 Million 8000 YouTube https://www.y outube.com/w holefoods 74,000 300 Google + https://plus.go 253969 700
- 5. Social Media Objectives In 2017-18 our primary focus of our social media strategy will be to exceed our revenue goals by increasing desire to enter the stores and creating a community by building relationships with our customers and creating engaging posts Specific Objectives: 1) Increase traffic to website by 40%: • Promoting Pinterest pins • Increasing brand hashtags specifically on Twitter 2) Increase Instagram followers by 12,000 in the next 12 months
- 6. Online Brand Persona & Voice • When Interacting with Customers we are: • Friendly • Helpful • Accurate • Adjectives that describe our brand: • Whole • Clean • Organic • Healthy • Fresh
- 8. Timing & Key Dates • Holiday Dates: • Halloween (Oct. 31) “Wholesome Halloween” Campaign • Thanksgiving (Nov. 23) • Christmas (Dec. 5) • New Years (Jan. 1) – “New Year, New You!” Campaign
- 9. Social Media Roles & Responsibilities • Global Marketing Director- Sonya Gafsi Oblisk • Growth & Business Development- Betsy Foster • Accounting/ Controller- Sam Ferguson • Social Media Director- Ashley Ryan
- 10. Social Media Policy Social Media is used to spread company messages as well as positivity and healthy lifestyles. Guidelines to follow: • Always be respectful • Do not respond to negativity • Never be rude or insensitive • Do not mention competition in any way • If unsure about content posting- ask us!
- 11. Critical Response Plan • Scenario 1- Innapropriate tweet sent from @WholeFoods Action Plan When aware of Tweet: 1. Take screenshot 2. Delete Tweet 3. Alert Ashley Ryan (Social Media Director) or supervisor 4. Wait for further instruction Pre approved messaging will be determined on a case-by-case scenario • Scenario 2- Unsatisfactory Customer When aware of situation: 1. Send automated pre-approved message: “We are extremely sorry about the inconvenience, may we message you to resolve the issue?”
- 12. Measurement & Reporting Results