Download SOCIAL MEDIA MARKETING AND THE GROCERY INDUSTRY

SOCIAL MEDIA MARKETING AND THE GROCERY INDUSTRY
Tracy Tuten, Ph.D.
Breaking Down Social Media  Social:
 marked by or passed in pleasant companionship  the interaction of the individual and the group; the formation of cooperative and interdependent relationships
 Media:
 the means of communication, as radio and television, newspapers, and magazines, that reach or influence people widely
Social Media
 Social media are the means of communication based on interdependent relationships and cooperation among friends and associates
 Enhanced by the anytime, anywhere benefits of the Web and mobile technologies
 Built around online communities Key Web 2.0 Principles
 The Web is the platform
 People participate
 Networks add value (in terms of tipping points, content creation, rankings, sharing, and so on)
 It’s always changing and improving
 We live and die by our reputations in the communities The Social Context
Shift to Digital Marketing
Source: David Armano, Logic + Emotion, Online: darmano.typepad.com
Social media marketing is about interacting, participating, engaging, conversing in ways that meet marketing objectives –
it’s not about the site or the platform; it’s the strategy that counts
The Zones of Social Media
Exemplar Vehicles
Social Media Marketing
the strategic use of social media to leverage the cultural context and connective web of social communities to meet marketing objectives
Some Common Reasons for Marketing with Social Media
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It’s trendy
It‘s free
It’s fast
It’s Facebook
WRONG!!
Is Social Free?
“Social media trades media cost for time cost” Charlene Li, Forrester Research
Is Social Fast?
Social media marketing is RELATIONSHIP MARKETING in social spaces
The Grocery Industry and SMM
Brand
Whole Foods
Wegman’s
Trader Joe’s
Price Chopper
Harris Teeter
Lowes
Ingles
Food Lion
Facebook
311,717
79,974
234,587
30,761
16,363
3,263
5,514
34,221
Users/ # Stores
1117
1066
704
258
104
30
27
21
A Little on Whole Foods
 Community: Twitter, Facebook
 Publishing: YouTube, Blogging, Flickr
 Entertainment: Interactive activities via community, Pinterest
 Commerce: Promotions, Service
 85% of content is responsive
 10% original content
 5% promotional
What Might You Do?
 Community  Publishing  Blogging (In House or Sponsor)
 YouTube videos
 Entertainment
 Foursquare
 Games
 Commerce
 Reviews, Sales Promotions, Services
Ask: What Do I Need to Accomplish?
 Relationship acquisition and maintenance?
 Service recovery?
 Sales promotion delivery device?
 Persuasive communication channel?
 Alternative retail channel?
Who Are Your Customers?
 Are they social?
 If so, how and where do they participate?
Social Technographics Why Be Social?
 Affinity impulse
 Immediacy impulse
 Curiousity impulse
 Altruistic impulse
 Contact comfort
 Validation impulse
Which Social Zones?
 Can you use to offer value?
 Can engage the audience?
 What will the experience be?
 What do you want the audience to do?
Measure, Measure, Measure
 Track activity, responses, sentiment
 Track recovery
 Track anything that matters to you
Q&A
Dr. Tracy Tuten
[email protected]
www.tracytuten.com
www.twitter.com/brandacity
www.linkedin.com/in/tracytuten
skype: tracy.tuten
facebook: tracy.tuten