SOCIAL BUSINESS STRATEGY

Social Media Marketing Strategies at UC Berkeley Extension - Instructor Michael Brito - May 2014

TEAM

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Andressa Grams @andgrams

Amrita Damani @amrita_damani

Alicia Eagan @dubscout3

Felix Orwa @felorwa

Juliano Dellaméa @juliano_azzi

Mrina Natarajan @MrinaHi5

Natânia Leite @natanianatania

Mohamed Abdalgadir @medicalsupplier

PROJECT SCENARIO Social media consultants advising TJ's on their content strategy.

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CULTURE AND HISTORY

WHY TRADER JOE’S STAND OUT?

COMPANY OVERVIEW

MEDIA COMPANY

• Established 1958 in South California • Over 400 stores nationwide. • The culture of the nature

• Community focus • Customer services • Different unique food products • Less SKU • Compact & Small store size

• Paid,owned and earned media • Writing a content for Trader Joe’s • Changes in consumers buying behavior challenge

Paul, Castro Valley store manager.

Picture by Mohamed Abdalgadir

BI.RITE at 18th St. San Francisco Picture by Mohamed Abdalgadir

UNOFFICIAL

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SOCIAL MEDIA PRESENCETODAY

OFFICIAL

UNOFFICIAL

UNOFFICIAL

UNOFFICIAL

UNOFFICIAL

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SOCIAL MEDIA PRESENCETODAY

CHALLENGES

THE NEED OF AN ACTIVE SOCIAL MEDIA PRESENCE

• Brand without presence in social media; • Private image; • Business is at a crossroads.

• Leverage positive brand influence; • Earned Media; • Control brand messaging; • Handle crisis; • Customer questions; • Gain customer insights and product preferences.

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STRATEGIC OBJECTIVE PURPOSE

CUSTOMER SERVICE

CUSTOMER LOYALTY, BRAND RECOGNITION

MARKET INSIGHTS

Focus on customer service at the store level. Listen and engage with what customers are saying on a daily basis.

Influence and manage brand awareness. Drive customer loyalty through campaigns.

Get market insights from social media research (insights from the target audience via polls, surveys, sentiment analysis, and analyze market trends).

BENEFITS OF ENGAGING IN SOCIAL MEDIASOCIAL BUSINESS

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• 18-44 • Bourgeois Bohemians • Urbanites • Trendy • Educated • No class or racial tendencies, no age limits • For 20’s, pricing is big deal

AUDIENCE DEMOGRAPHICS

TARGET

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TONE OF VOICE• Relaxed but not sloppy • Inquisitive (Ex. asks audience questions about what they

are having for dinner) • Informative (Let’s customer’s know about promotions) • Humorous but not immature

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• Specials • Discounts • Giveaways

• New product offerings

• Seasonal offerings • New product

announcements

• Annual/quarterly reports

• Job openings • Brand heritage

stories

• Brand History • Cultural story • How TJ affects its

local community and individual customers

• Company awards • Quick store videos

(newly opened or remodeled store)

CONTENT GUIDES TO REACH AUDIENCE SOCIALLYBRAND CONTENT PILLARS

BRAND COMPANY PRODUCTS PROMOTION LIFESTYLECUSTOMER STORIES

• Share and invite the community to contribute recipes or videos

• In-store testimonials from actual staff and customers

• Healthy lifestyle tips

• Recipes (based or not on TJ’s organic, non-GMO ingredients)

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Facebook Official page /TraderJoes

• General brand promotional, product posts, 3rd party content from popular fan Facebook pages to build traction.

• At the top of the page, link to photos, link to TJ’s blog, highlight giveaways and specials on the right side of the page.

Facebook Facebook groups /groups/TraderJoes• Track users and engagement • Email-gate groups for special interest topics like wine lovers, to get special deals, and

learn of new, quality offerings directly from exclusive vineyards.

Facebook Hashtags #TJs #AskTJs

• Encourage followers to tag TJ’s photos and videos. • Monitored by all community channel managers to forward to appropriate store

managers who can choose to participate in the social conversation.

Twitter Official Handle @TraderJoes General brand promotional, product posts, 3rd party content from the top Twitter influencers.

Twitter 3 hashtags#TJsWest #TJsEast #TJsSouth !

Store-level engagement (campaigns, events, announcements, giveaways) for the regions.

Twitter1 social contact/customer service hashtag

#AskTJs Monitored by all community channel managers to forward to appropriate store managers who can choose to participate in the social conversation.

Instagram Official page @TraderJoes Post pictures and videos of best-selling products, recipes, new store spaces, community events

Instagram Hashtag #TraderJoes #TJs Encourage followers to tag TJs photos and videos.

Pinterest Official page /traderjoes• Organize 10-15 boards. • Each post should link back to the company website, blog, or Facebook page to like and

get coupons. -A board each for best-selling products, healthy eating showcasing new products, seasonal

LinkedIn Existing official company page company/TraderJoes

• Optimize the content for SEO, include company blog links. • Use the blog feature to post company news related content. • Optimize profiles of the top executives to feature brand messaging. • Optimize the page to attract talent, post job openings, spread the word about TJ’s

heritage and unique brand history, and share company growth stories such as earnings.

SOCIAL OUTREACH STRUCTURE

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CHANNELSENGAGING STRATEGICALLY IN SOCIAL PLATFORMS

BRAND COMPANY PRODUCTS PROMOTION CUSTOMER STORIES LIFESTYLE

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CHANNELSDAILY SOCIAL FREQUENCY

6am-9am 9am-11am 11am-3pm

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3pm-5pm 5pm-7pm 7pm-10pm Buffer

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Wednesdays Avoid: Weekends

Mon-Thurs Avoid: after 3pm Fri

Before/After Business Hours Tues-Thurs Avoid Monday and Friday

Saturday morning Avoid: late afternoon

During Work Hours Avoid: Evenings

Sunday most effective

Mondays around 11am

EDITORIAL CALENDAR

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Monthly theme: Summer Facebook/G+ Twitter Instagram Pinterest LinkedIn 3rd Party Blogs

Week of Jun 1

Weekly theme: Tropical Fruits #tropicalTJs

Sun, Jun 1, 14

• Link of blog post about Mangos

• Recipe with mango • Mango infos

• Links to other TJs profiles

• Ask customers for recipes with mango

• Pics of fruits been picked from tree - better if mango

• Create a pin board named: “Tropical Fruits"

Mon, Jun 2, 14

• 10min orange recipes with pics

• Orange infos • Annoying orange

video

• Links from FB content

• Challenge followers to share recipes within 140 characters

• Tropical fresh fruits picture being delivered to TJ

• Continue with board "Tropical Fruits” pin fans pic related to this topic

• Job opportunities

• Post suggestion: Why you can make a Mango Lassi with TJ mangos?

Tues, Jun 3, 14

• Pineapple day at Trader Joe's!

• Recipes; • Contest: fans pics

with pineapple

• Contest: fans pics with pineapple

• New arrivals at regional stores

• Contest: fans pics with pineapple

• In-store produce section pic with a pineapple hidden

• Continue with board "Tropical Fruits” pin fans pic related to this topic

• Post suggestion: Pineapple benefits and recipes

Wed, Jun 4, 14 • 10min papaya

recipes; • TJ quick facts

• Weds history day: TJ facts; general regional history

• #TJWedHistoryDay regional pic and history about the store

• Continue with board "Tropical Fruits” pin fans pic related to this topic

• Store Grand Openings

• Post suggestion: Papaya benefits and recipes

Thus, Jun 5, 14

• Coconut water recipes/drinks

• One recipe with a fruit for each meal

• One recipe with a fruit for each meal

• Links to other TJs profiles

• Pic of a customer buying fruits/ sampling in store

• Continue with board "Tropical Fruits” pin fans pic related to this topic

• Post suggestion: Coconut benefits and recipes

Fri, Jun 6, 14 • 10min Watermelon

recipes; • Watermelon infos • Team interview

• Team member quick facts

• Links to other TJs profiles

• Team member pic • Link to interview

FB

• Continue with board "Tropical Fruits” pin fans pic related to this topic

• Post suggestion: Watermelon benefits and recipes

Sat, Jun 7, 14 • Banana day! • Recipes • Facts

• How many bananas do you usually eat in a week?

• Picture of recipe ready; tag your TJ recipe

• "Tropical Fruits” pin fans pic related to this topic

• Product curiosity

• Post suggestion: Banana benefits and recipes

INTERNATIONAL PICNIC DAY

Trader Joe's

Who wants to join us?

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It’s all about colors!  !10 AWESOME FRUIT RECIPES: !http://bit.ly/1trader2joes 

Trader Joe's

CONTENT EXAMPLES

www.facebook.com/traderjoes

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@TraderJoes

Challenge of the day: tweet us your favorite dinner recipe in 140 characters! We’ll be RT our favorites. #TropicalTJs

Trader Joe's@TraderJoesTrader Joe's

Congrats to Sophie Johnson, our store manager at Santa Monica in CA #teamTJs for her wedding. pic.twitter.com/JoES123Tra

CONTENT EXAMPLES

www.twitter.com/traderjoes

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traderjoes #regram from our beautiful customer @stufmama. We love!to be part of your date night! #TJsCustomers

traderjoes Have you ever tried our product of the week? #ProductTJs !How do you usually use it?

CONTENT EXAMPLES

www.instagram.com/traderjoes

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CONTENT EXAMPLES

Trader Joe's

www.pinterest.com/traderjoes

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CONTENT EXAMPLES

www.linkedin.com/traderjoes

Trader Joe’s Careers at Trader Joe’s

Why we're a great place to work !traderjoes.com - “Great people, fun environment, and a variety of tasks to keep it interesting. It's also a great place to work if you need flexible hours." John Smith employee since 2009. …

TODAY SUGGESTION

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CONTENT EXAMPLES

3rd party blog post

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CUSTOMER CARE METRICS ENGAGEMENT METRICS

NEW FOLLOWERS/FANS

RETWEETS/ COMMENTS

MENTIONS/TAGS

HASHTAGS MENTIONS

CLICK TO SITE / CTA

DIRECT MESSAGE

RESPONSE TIME

RESPONSE RATE

DAY/TIME TRENDS

TEAM & INDIVIDUAL PERFORMANCE

METRICS

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SOCIAL MEDIA GOALS FOR THE FIRST TWO MONTHS

TYPE GOALS METRICS TOOLS

FINANCIAL !

PromotionsDrive 166k downloads and use of discount codes (i.e. 25% of expected following on Twitter + Facebook)

• Bit.ly • Google Analytics • Hootsuite

Cost Savings throughout customer service

Use the Workflow to resolve service requests: • Twitter: >=75% replies on same day • Facebook: 100% replies in 3 days

Hootsuite

NON FINANCIAL

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Reach • Twitter: 100k • Facebook: 564k

(Claim the Fan Page)

Increase reach by 5% each month • Twitalyzer • TweetReach

• Twitter Counter (Paid Premium Version)

Share of Voice Social Authority (Use WholeFoods with Klout score 86 as a benchmark)

• Klout; • KissMetrics

Sentimental Analysis Part of live monitoring on what people are saying about the brand - no specific metrics SEMrush

Engagement • Twitter • Facebook

• Retweets and favorites • Comments, Shares and Likes

• Hootsuite; Twitalyzer • Facebook Insights

MEASURING ROI FROM SOCIAL EFFORTS

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Responsible for handling social media requests and posts. Escalate store specific issues to store managers and follow set guidelines to anticipate and handle such requests.

Based on headquarters responsible for rolling out the editorial calendar, integrating marketing campaigns with social media efforts

Responsible for localizing content plan by region and local stores and sourcing content

Responsible for sharing and managing posts by region and

at the local store level

CUSTOMER SERVICE

TEAM

3-5 COMMUNITY MANAGERS

1 REGIONAL COMMUNITY

MANAGER

1 REGIONAL COMMUNITY

MANAGER

CUSTOMER SERVICE

TEAM

CUSTOMER SERVICE

TEAM

CUSTOMER SERVICE

TEAM

COMMAND CENTER

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CONVERGED MARKETINGCentral content repository (like Celum, Bundle Post) • Handles content acquisition and

curation centrally • Disseminates at regular intervals to

various social channels regionally • Includes all short and long form

content like blogs, videos, posts, and photos.

• Integrates with social media dashboards (like HootSuite), Wordpress, RSS feeds, and so on.

Social and digital cross-pollination • Cross link social channels on all

TJ’s digital properties like the website, blog, campaign sites.

• Cross link social channels with each other.

Integrated campaign marketing. • Propagate and time TJ’s

campaigns and postings for digital and social media marketing efforts alike in sync

API-level hooks to social content. • Feature local store-specific

content from social channels in the website store locator--same on Yelp, google maps.

• Include local store-based campaigns, giveaways, coupons, and special events.

ACROSS MEDIA

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THANK YOU

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APPENDIX

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