Here is my #UFSMM project.

1. Social
Media
Strategy
Table of Contents
1. Executive Summary, June 2018 - Page 1
2. Social Media Audit - Page 1-3
a. Social Media Assessment, May 2018 - Page 1
b. Traffic Sources Assessment, February 2018 - May 2018 - Page 2
c. Customer Demographics Assessment - Page 2
d. Competitor Assessment - Page 3
3. Social Media Objectives - Page 3-4
4. Online Brand Persona and Voice - Page 4
5. Strategies and Tools - Page 4
6. Timing and Key Dates - Page 5
7. Social Media Roles and Responsibilities - Page 5
8. Social Media Policy - Page 5
9. Critical Response Plan - Page 6
10. Measurement and Reporting Results, February 2018 - May 2018 - Page 7
Report
by Gillian
Sweeney
June 3, 2018

2. WHOLE FOODS SOCIAL MEDIA STRATEGY | 1
EXECUTIVE SUMMARY
Our main social media priorities for 2019 will be engaging our online community and growing
this following.
The primary focus will be to support the corporation’s revenue goals by driving more traffic
to our website. This will happen by way of sharing content that excites our followers. We will
strive to build deeper relationships with our consumer base, inviting them to be part of the
Whole Foods family.
Two of many social strategies that will support this objective:
1. Plan to increase the volume of content we publish to our social profiles, focusing specifically
on the Instagram platform.
2. Increase the amount of customer interaction across all platforms.
SOCIAL MEDIA AUDIT
This section provides an audit of Whole Foods Market’s social media presence this year to
date. Included are assessments of all social networks, web traffic, audience demographics,
and a competitor analysis. The audit is a tool that allows us to construct strategy. The strategy
found later in this report is base off of this audit and outside knowledge of the market and
various platforms.
Social Media Assessment
Data as of June 1, 2018
Social Network URL Follower Count Average Weekly
Activity
Average
Engagement Rate
Facebook facebook.com/
WholeFoods/
4,292,238 14 1.2%
Instagram instagram.
com/whole-
foods/
2,626,175 7 1%
Pintrest pinterest.com/
wholefoods/
348,289 14 3%
Twitter twitter.com/
WholeFoods
4,837,876 3 1.2%
LinkedIn linkedin.com/
company/
whole-foods-
market/
272,624 1 2.5%
Social Media Assessment:
As of June 1, the highest number of interactions per post occurs on Pinterest (engagement
rate cannot be calculated at present time.) Few interactions occur on LinkedIn thus we should
foster the content posted there or consider closing that channel. The former being the pre-
ferred course of action.

3. WHOLE FOODS SOCIAL MEDIA STRATEGY | 2
Website Traffic Sources Assessment
Timeframe: Monthly average, February 2018 to May 2018
Source Volume Percentage of
Overall Traffic
Conversion Rate
Facebook 92,000 unique visits 14% .2%
Instagram No data No data No data
Pintrest 36,750 unique visits 2% .3%
Twitter 17,000 unique visits 1.6% .2%
LinkedIn 2,500 unique visits .08% .002%
Traffic Summary:
As of May 31, Facebook is by far the biggest driver of traffic to our website. The conversion rate
(conversion goal = product purchase) has been included in this measure; although, it should be
noted that as a grocery provider our primary source of income comes from in-store purchases.
Additionally, there is no direct traffic data available from the Instagram platform. Many of our
social interactions occur on Instagram and this is the platform we are looking to grow.
Audience Demographics Assessment
Survey distributed in March/April via email and upon visitor registration. The objective was
to better understand the people we are creating a conversation with on social media. Total
applicant responses: 89623
Age
Distribution
Gender
Distribution
Primary
Social
Network
Secondary
Social
Network
Primary Need Secondary
Need
45% 18 - 30
27% 31 - 40
17% 41 - 55
11% 56 - 80
68% Femal
42% Male
50% Facebook
34% Instagram
16% Twitter
40% Instagram
20% Facebook
20% Twitter
Desire to eat
better for
health and
overall
wellbeing
Looking for
meal ideas and
new ways to
prep food
Audience Demographics Summary:
A majority of survey respondents are in the 18 - 30 age group. This demographic primar-
ily uses Facebook and Instagram are their core social networks. A desire to eat and live a
healthy life are their primary motivators for visiting our page. Thus, we should further develop
Instagram and Facebook content to reflect this.

4. WHOLE FOODS SOCIAL MEDIA STRATEGY | 3
Competitor Assessment
Competitor
Name
Social Media Profile Strengths Weaknesses
Trader Joe’s twitter.com/traderjoes Content is witty and
recieves many retweets
on a daily basis
Content lacks visuals
Sprouts Farmers
Markets
instagram.com/sprouts Imagry is appealing
and follows a common
theme. Composition is
varied in photos.
Captions lack an
appeal to emotion.
The Fresh Market facebook.com/The-
FreshMarket
Content is both
visually and
intellectually
appealing. It is often
shared by users, and it
tells the story of food.
Content is not posted
often enough, and
they struggle to re-
spond to all customers
in a timely manor.
Competitor Assessment Summary:
This analysis focused on three major competitors that have demonstrated a strong social presence
on Twitter, Instagram and Facebook, respectively. They are all able to showcase high-quality visual
imagery with audience-focused commentary. Their tactics are able to generate mentions across
social media platforms. The competition has room to improve by responding to consumer feedback
in a more timely manor.
SOCIAL MEDIA OBJECTIVES
Moving into the end of 2018 and the beginning of 2019, our social media strategy will focus on
supporting revenue goals by driving traffic to our website and stores from our social channels. In
order to do so, our social media priorities will be growing online following connecting more with our
followers and sharing their stories of health across platforms like Instagram.
Some specific objectives include:
1. Increase brand mentions on Twitter by 20% in 6 months via:
a. Curate witty content that promotes interaction
b. Invite others to tell their #wholehealth story across platforms
2. Increase Instagram followers by 15,000 in 6 months.
3. Increase percentage of posts that include visual content on Facebook and Insta gram by 40% in 6

5. WHOLE FOODS SOCIAL MEDIA STRATEGY | 4
KPIs
1. Number of mentions on Twitter, Instagram,
and Facebook
2. Number of Instagram and Twitter followers
3. Number of unique visitors from Facebook,
Twitter and LinkedIn
4. Number of weekly photo and video posts to
Facebook and Instagram
5. Sentiment analysis
Key Messages
Health in all aspects of life
Feeding your wellbeing
Living life to the wholest
ONLINE BRAND PERSONA AND VOICE
STRATEGIES AND TOOLS
Adjectives that describe our brand:
Nourishing
Fresh
Organic
Wholesome
Flavorful
When interacting with customers we are:
Friendly
Appropriately witty
Courteous
Solution-oriented
Understanding
Paid:
Every Thursday boost most popular organic Facebook and Twitter posts for Friday’s lunch and
the weekend shopping rush. The post must have a minimum organic reach of 310, as well as a
minimum of 60 likes or 35 comments.
Owned:
Introduce the use of #WholeStory to company Instagram posts. Encourage adoption by
customers and source a minimum of 1 piece of user-generated content per week to regram/
shout out. Promote hashtag across all social properties, email newsletters as well as printed
promotional material. Additionally, this hashtag can be printed on shopping bags and in-store
receipts.
Earned:
Monitor Twitter for keywords and terms: whole, fresh, healthy, BBQ, grocery shopping, organic,
snacks, cooking, vegan, vegetarian and gluten free. Extend 500 discount codes to warm leads/
prospects located throughout the U.S. over the course of 4 months = unexpected delight.
Partner with 5 youtube food influencers and develop an influencer/advocate relationship. Co-
develop a 7 piece video series “WholeStory” to be shared on partner site and social channels.
Content to be re-posted to our social channels.
Tools
Approved Tools
Buffer
Hootsuite
Rejected Tools
None
Existing Subscriptions/Licens
Photoshop
InDesign
PremeirPro

6. WHOLE FOODS SOCIAL MEDIA STRATEGY | 5
TIMING AND KEY DATES
Holiday Dates
Labor Day
First day of Summer
Start of school
First day Fall
4th of July
Thanksgiving
Hannukah
Christmas
Halloween
New Year’s Eve
Internal Events
Composting national event
August 13-17
Organic Harvest festival
October 2-8
Reporting Dates
Reporting will occur once every quarter
in the months of February, May, August
and November. Precise dates will be
assessed in the near future.
SOCIAL MEDIA ROLES AND RESPONSIBILITIES
Chief Marketing Director
Chief Social Media Manager
Head Social Media Coordinator
Supporting Social Media Team Members
(design support)
(customer service support - social media)
SOCIAL MEDIA POLICY
Our followers on social media play an important role in growing our company. We use social media to
spread our messages, interact with our customers and partners, and share our story of growth and health
with all. As an employee and representative of Whole Foods Market you are expected to uphold best
practices in your use of social by following the guidelines set before you:
Be respectful
Use common sense
Stay out of trouble (especially in public places, and do not post video of illegal activity)
Show common courtesy to strangers
Try to be a resource for customers
Don’t insult the competition
Feel free to share our campaigns
Not sure that tweet is good to go? Ask us - we’re here for you.
WHOLE FOODS MARKET believes in this social media policy. We hope that all employees can under-
stand the importance of upholding this policy of proper use. Violation of the Whole Foods Market social
media policy will result in corrective action. Depending on the nature of the offense this may result in a
variety of actions being taken against said employee, up to and including legal action and termination.
The company also reserves the right to take any further action it sees to be appropriate. Should you
have any questions or concerns, speak to your Manager or the HR team.

7. WHOLE FOODS SOCIAL MEDIA STRATEGY | 6
CRITICAL RESPONSE PLAN
Scenario 1 - Inappropriate Tweet Sent from @WholeFoods
Action Plan
1. When Tweet is detected:
a. Take screenshot (on Mac press: Command+Shift+ 3 PC: prtscrn)
b. IMMEDIATLY Delete Tweet
c. Alert the Social Media Manager by phone. If they are unavailable, alert Marketing
Director by phone.
2. Upper level marketing should immediately determine impact and reach (depending on the
severity), and evaluate further action.
3. Social Media Manager will develop appropriate follow up Tweet, Marketing Director will approve.
4. Media should then be monitored. If media has picked up the Tweet, Marketing Director will
manage all direct contact. If Marketing Director is unavailable, Social Media Manager will manage
all contact.
5. Social Media Manager and Marketing Director to must find employee responsible for publishing
Tweet to see if disciplinary action is required, as per the stated guidelines.
Pre-approved messaging:
NO PRE-APPROVED MESSAGING IN THIS SCENARIO
Social Media Manager and Marketing Director will determine tweeted response
Scenario 2 - Product recall, no deaths
e.g. an Organic 360 product has been recalled
Action Plan
1. Ensure that upper management has been alerted of the recall
2. Social Media Manager and Marketing Director to must evaluate total number of social media
mentions of the situation.
3. Media should then be monitored. If media has picked up the Tweet, Marketing Director will
manage all direct contact. If Marketing Director is unavailable, Social Media Manager will manage
all contact.
4. Social Media Manager to control messaging to social network where news broke first (if it was a
network at all). Monitor the spread of the news to other social channels. Put out statements as
needed.
5. Social Media Manager and Marketing Director to evaluate the need for long statement. Write
one, if necessary.
6. All Supporting Social Media Team Members should continue to monitor.
Pre-approved messaging:
NO PRE-APPROVED MESSAGING IN THIS SCENARIO

8. WHOLE FOODS SOCIAL MEDIA STRATEGY | 7
MEASUREMENT AND REPORTING
Quantitative KPIs
Reporting Period: 3 months
Data as of March 1, 2018
Website Traffic Sources Assessment
Timeframe: Monthly average, December 2017 to February 2018
Source Volume Percentage of
Overall Traffic
Conversion Rate
Facebook 102,000 unique visits
+ 6% growth
15% .6%
Instagram No data No data No data
Pintrest 42,500 unique visits
+ 4% growth
4% .5%
Twitter 35,000 unique visits
+ 8% growth
2% .4%
LinkedIn 2,750 unique visits
+ 5% growth
.1% .003%
Social Network Data
Timeframe: as of February 1, 2015
Social Network URL Follower Count Average Weekly
Activity
Average
Engagement Rate
Facebook facebook.com/
WholeFoods/
4,985,888
+5%
18
+10% increase
1.4%
Instagram instagram.
com/whole-
foods/
2,696,175
+4.3%
14
+100% increase
1.6%
Pintrest pinterest.com/
wholefoods/
358,289
+4.3%
15
+5% increase
4%
Twitter twitter.com/
WholeFoods
4,926,801
+3.3%
18
+500% increase
1.9%
LinkedIn linkedin.com/
company/
whole-foods-
market/
278,624
+2.3%
2
+100% increase
2.8%
Our Instagram following is on track to hit the target of 3 million followers in a 12 month timeframe.
We are also seeing a significant increase in consumer interactions durring the prior three-month-
period.
We have also been sucessful in promoting our #WholeStory campaign, attracting the likes of all-star
chefs and yoga instructors to participate.

9. WHOLE FOODS SOCIAL MEDIA STRATEGY | 8
#WholeStory Hashtag Performance
Between June 1 and August 1 the hash tag was mentioned over 15,000 times with over half of
the mentions coming from Instagram.
The videos crated for the promotion were viewed over 3.2 million times on YouTube, and were
shared 52,792 times collectively on Facebook.
Qualitative KPIs
Sentiment Analysis
An in-depth analysis of the interactions on 250 different Facebook posts, 175 different Insta-
gram posts and 300 differnt Tweets revealed the following:
Customers were very satisfied with the help they received from our social media pages
Customers wanted to engage with the #WholeStory hashtag, and were further
motivated to do so if there was an incentive available to them
By far, the biggest driver of negative sentiment came from pricing and the Amazon
merger. Customers were concerned that our brand image would merge with theirs. They
were also concerned that our prices would continue to rise.
Proposed Action Items
Continue the #WholeStory campaign
Consider launching a new #360Fresh campaign at the beginning of the new year
Update the mission statement and content strategy for LinkedIn for to attract qualified new
hires in the next hireing season.