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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 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