2. TABLE OF CONTENTS
1. Executive Summary
2. Social Media Audit
3. Social Media Objectives
4. Online Brand Persona
and Voice
5. Strategies and Tools
6. Timing and Key Dates
7. Social Media Roles
and Responsibilities
8. Social Media Policy
9. Critical Response
Plan
10.Measurement and
3. EXECUTIVE SUMMARY
• Our main priorities for the remainder of 2017 will be to increase
our online followers and start using the Facebook Live feature
as well.
• Two major social strategies will support this objective:
1. Find unique ways to increase more followers on all
social media channels
2. Use Facebook Live to interest more people on our
products
4. SOCAIL MEDIA AUDIT:
• The following slides are an audit of Whole Foods social media
presence to date. The audit includes an assessment of its social
networks, web traffic, audience demographics and competitor
analysis.
5. Social Media Assessment:
• Data as of October 4, 2017
Social
Network URL Follower Count
Average Weekly
Activity
Average
Engagement Rate
Twitter https://twitter.com/WholeFoods 4.86M 8 post per week 10%
Facebook
https://www.facebook.com/WholeF
oods/ 4,252,877
10 post per
week 20%
Instagram
https://www.instagram.com/wholef
oods/ 2.4M 5 post per week
Average
interactions per
post = 12k
LinkedIn
https://www.linkedin.com/company
/157353/ 209,427
1 post per
month 0%
• Assessment Summary: At this time, Twitter and Facebook have the most
interactions per post. Linked in has zero interaction, is not really used, and
should be considered to close it down.
6. Website Traffic Sources Assessment:
Source Volume % of Overall Traffic Conversion Rate
Twitter 2k unique visits 12% 8.50%
Facebook 2.5k unique visits 35% 4.50%
Instagram No Data No Data No Data
LinkedIn 500 unique visits 0.70% 0.04%
• Assessment Summary: Facebook contains the biggest website traffic followed by
Twitter. Even though Instagram had no direct traffic, this social media gets many
social interactions.
7. Audience Demographics Assessment:
• Survey distributed in August/September through email as well as having stores around the country set up
tables inside the store with printed survey sheets available for customers. Total applicant response: 2,700
Age
Distribution Gender Distribution
Primary Social
Network
Secondary Social
Network Primary Need
Secondary
Need
50%
18-30
75% Female 75% Female 55% Instagram
The store offers great
healthy food
selections at a
reasonable price
Nice
environment
to shop in
35%
31-40
25% Male 25% Male 30% Facebook
10%
41-55
50% Facebook 15% Twitter
5%
56-80 30% Instagram
20% Twitter
• Assessment Summary: 18-30 age rage is the vast majority of customers and Facebook and Instagram are
the main social media networks that are used. The motives for shopping at Whole Foods is that the food
is not only good, but priced reasonably.
8. Competitor Assessment:
Competitor
Name Social Media Profile Strengths Weaknesses
Publix FB: Publix
Fun and interactive media
that consist of different
recipies and new seasonal
food.
It does not have a lot of the all
natural products like Whole
foods does.
The Fresh
Market Instagram: thefreshmarket
Very colorful and captivating
photos with a great variety of
different types of food
groups.
There is not a whole lot of
engagement on the photos.
Walmart Twitter: @Walmart
Great advertisment use with
lots of pictures and articles.
Ther food does not have the
quality that Whole Foods has
with their products.
• Assessment Summary: These 3 major competitors above all have very strong social media presence on Facebook,
Instagram and Twitter. Each one has great content and really captures the buyers attention through the news
feeds. Improvement for these companies would be in the products they sell, and advertising more healthy
options.
9. SOCIAL MEDIA OBJECTIVES:
• Overall Business Goal: To continue to grow our audience and make
Facebook Live more of a priority.
• Social Media Objectives to Support Business Goal: In 2017, we aim to
increase the use of Facebook Live, create more trendy hashtags, and
aim to have 2,000 more followers between Facebook, Instagram and
Twitter in 4 months.
10. • KPIs
• Quantitative:
• Number of followers from our social media channels like Facebook, Instagram
and Twitter.
• Number of likes on photos or post on social media channels.
• Qualitative:
• Create online polls for customer satisfaction ratings.
• Key Supporting Messages:
• #wholefoodslivehealthy
• #wholefoodseathealthy
11. ONLINE BRAND PERSONA AND VOICE:
• Adjectives the describe our brand voice:
• Innovated
• Inspiring
• Passionate
• Variety
• Supportive
• Compassionate
• Diligent
12. Examples of Brand Voice in Social Media
Interactions:
• Example of how Whole Foods
showed love to all the Fathers
on Fathers Day through this
picture.
• It captures the audience
attention through the yummy
blueberries, which are sold at
the stores.
13. STRATEGIES AND TOOLS:
• Strategies to Will Support Our Social Media
Objectives:
• Paid
• 1) Boost Facebook postings every Saturday night
• 2) Invest in more advertisement on Facebook and
Instagram
• Owned
• 1) Start every Friday using Facebook Live from different
store locations talking about the new fresh produce
and products that are available
• 2) Begin to use new hashtags: #wholefoodslivehealthy
#wholefoodseathealthy
• Earned
• 1) Monitor our new hashtags and see who is using
them and what they are talking about
• 2) Send emails with social media links attached
• Tools:
• Approved Tools:
• Hootsuite
• Buffer
• Rejected Tools:
• N/A
• Existing
Subscriptions/Licenses:
• YouTube
14. KEY DATES AND TIMING:
• Key Dates:
• Christmas
• Thanksgiving
• Independence Day
• Cinco De Mayo
• Internal Events:
• September 20th (Anniversary of the first opening of Whole Foods)
• Lead Times:
• 2 weeks to develop a well thought at strategy plan or campaign
• Reporting Dates:
• Reporting will occur every other month
15. SOCIAL MEDIA ROLES AND RESPONSIBILTIES:
• Social Media Director: Hannah Johnson
• Responsibilities: Provides an plan for social media postings, handles major
decisions and has the final approval.
• Social Media Manager: Mark Smith
• Responsibilities: Creates the schedule for social media postings, oversees the
Social Media Coordinator and manages campaigns.
• Social Media Coordinator: Kaitlyn Henderson
• Responsibilities: Interacts with the audience on all social media networks by
responding to questions and monitoring engagement. This person also
represents the company well.
16. SOCIAL MEDIA POLICY:
• We use social media everyday for our company and want to send out
a message to our audience that we want to provide our customers
what they want. Interacting with the customers is key to continue in
developing our company. People who work for Whole Foods are
expected to always be polite, put the customer first and want to help
grow the company.
• A few key guidelines:
• Be respectful
• Be polite
• Use common sense
• Do not encourage or participate in conflict
• Be helpful
• Encourage others to support the company
17. CRITICAL RESPONSE PLAN:
• Scenario One:
A customer tweets something about our products in a negative way.
- Action Steps:
1. Screen shot the tweet immediately
2. Delete the tweet
3. Alert the Social Media Manager
4. Discuss the needs is there needs to be a follow up tweet
- Pre-approved Messaging:
It will depend on how negative the tweet was and how much impact it will have
on the company
18. CRITICAL RESPONSE PLAN:
• Scenario Two:
• Customer is unsatisfied with product.
- Action Steps:
1. Apologize to customer
2. Offer them a refund
- If customer is still complaining:
1. Have the Social Media Coordinator write them a letter of apologizing again
2. Offer them a coupon to the store.
- Pre-approved Messaging:
Write the customer an email along these guidelines:
"Hi ________! We are very sorry about your experience with us. Please consider
giving us another chance. Attached are some coupons to our store. Thank you!"
19. MEASURMENT AND REPORTING:
• Quantitative KPIs:
Reporting Period: 3 months
Date as of January 2017
Social Network Data:
Social
Network URL Follower Count Average Weekly Activity Average Engagement Rate
Twitter https://twitter.com/WholeFoods 5.5M 14 post per week 17%
Facebook
https://www.facebook.com/Whole
Foods/ 5,200,00 16 post per week 40%
Instagram
https://www.instagram.com/whole
foods/ 4.5M 8 post per week
Average interactions per
post: 24k
LinkedIn
https://www.linkedin.com/showcas
e/3675875/ 210,000 1 post per month 0%
20. Website Traffic Data:
Source Volume % of Overall Traffic Conversion Rate
Twitter 2.1K unique visits 18% 8.50%
Facebook 2.8K unique visits 50% 4.50%
LinkedIn 550 unique visits 2% 0.04%
Result Assessment: Twitter and Facebook are continuing to grow in followers as well as
Instagram right behind. Continuing to post more and use our hashtags (#wholefoodslivehealthy &
#wholefoodseathealthy) will continue to grow our audience.
Qualitative KPIs: We have had multiple shares on Facebook with positive comments and
conversations as well as increased amounts of retweets on Twitter. Instagram continues to have
many likes as well as great comments.
Sentiment Analysis: We will continue to grow our audience through our social media platforms
in the next coming months.
21. FUTURE ACTIONS:
• Continue to use Facebook Live
• Continue to use our new hashtags and develop new ones
• Be looking for new ways to promote our business on social media
