blogwell bay area social media case study: whole foods market, presented by natanya anderson
TRANSCRIPT
Natanya Anderson
Brand + Local Social: Creating Balance in the Customer Experience
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellBay Area
August 6, 2013socialmedia.org/blogwell
Brand + Local Social Creating Balance in the Customer Experience
Natanya Anderson
Director, Social Media & Digital Marketing @natanyap
@natanyap
• Culture • A holis-c view • Channel-‐specific strategies • Local reali-es • Support & infrastructure
Brand + Local Social: Key Elements
Culture Eats Strategy for
Lunch @natanyap
Creating a Holistic Vision
@natanyap
Brand = Lifestyle • Informa-on • Inspira-on • Aspira-on
Local = Shopping • Sales • Local products • Events
Shared Customer Experience
Brand + Local Together: Berry Season
@natanyap
Brand Local
Brand + Local Together: Flash Sales
@natanyap
Brand Local
Brand + Local Together: Summer Wine Program
@natanyap
Brand (Pinned) Local
Brand Only: Honey Bees
@natanyap
Local Only: NYC Surf and Turf Sale
@natanyap
Building a Channel Specific Strategy
@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
TwiNer
Pinterest: A Broad View of our Brand Lifestyle
@natanyap
Instagram: Three (Surprisingly Similar) Views of Local
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Brand New York Customers
Living with Local Realities
@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
Building a Local Support Team & 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
What ’s Next
@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
Thank you !
Natanya Anderson @natanyap
Director, Social Media & Digital Marketing
Learn more about past and upcoming BlogWells
socialmedia.org/blogwell
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellBay Area
August 6, 2013socialmedia.org/blogwell