PUR3622

1. Publix Super Market
Social Media Strategy
By: Lauritzen Slowik
Feb. 19, 2017

2. Table of Contents
1. Executive Summary
2. Social Media Audit
3. Social Media
Objectives
4. Online Brand Persona
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
Reporting Results

3. Executive Summary
Public Super Markets Inc., is a well-known grocery chain
throughout the southeast of the United States and is a leading
business in the retail industry. Our main goal is to increase the
already loyal customer following Publix has online and have
social media contest on order to be successful. The main
objective will be on increasing the traffic and interaction on social
media to engage with customers.
The two main strategies that will be implemented are:
1. Plan to add social media contests to online profiles to
engage with customers
2. Encourage employees to participate as well and spread the
word to their family and friends

4. Social Media Audit
 The following is an audit of Publix Super Markets Inc. social media. This
includes: social platforms, traffic on website, demographics and competitor
analysis
 Social Media Assessment
 Data as of February 19, 2017
Social
Network
URL Follower
Count
Average
Weekly
Activity
Average
Engagement
Rate
Facebook facebook.c
om/publix/
2,591,859 10-15 ppw 4%
Twitter twitter.com/
Publix
228,000 15-20 ppw 1.5%
Instagram instagram.c
om/publix/?
hl=en
73,100 5 ppw 6%
LinkedIn linkedin.co
m/company
-beta/7242/
69,797 1-3 ppw 1.5%

5. Social Media Assessment
 Most interactions occur on Facebook, with Instagram
closely behind. The contest should really be pushed
through these channels

6. Website Traffic Sources Assessment
Source Volume Percentage of
Overall Traffic
Conversion
Rate
Facebook 4,000 unique
visits
27% 3.1%
Twitter 1,000 unique
visits
15% 2%
Instagram 800 unique
visits
24% 2.3%
LinkedIn 300 unique
visits
10% 1.5%

7. Traffic Summary
 Facebook, with closely following Instagram, drives most
traffic to the website.

8. Audience Demographic Assessment
Age
Distributio
n
Gender
Distributio
n
Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
21% 18-30
26% 31-40
18% 41-55
13% 56-80
53% female
47% male
50%
Facebook
30%
Instagram
20% Twitter
15% Facebook
10% LinkedIn
Looking
at weekly
sales,
making
grocery
list
Ideas on
what to
cook that
day

9. Audience Demographics Summary
 A majority of respondent are in the 31-40 age
group. Their primary social networks are
Facebook and Instagram. Sales, grocery
shopping and ideas are the main factors
behind visitors. Further development on
Facebook and Instagram contests.

10. Competitor Assessment
Competitor
Name
Social Media
Profile
Strengths Weaknesses
Walmart Facebook Good content
and interaction
Not many
posts a week
Winn-Dixie Facebook Great variety
of content:
photos and
videos
Only seem to
be posting
about what
deals they
offer that week
Kmart Facebook Relatable
content
Posts the least
out of the
three

11. Competitor Assessment Summary
 The competition could benefit from creating a
better time schedule for their posts and
increasing the content. Also, need to have
constant high-quality, personal posts.

12. Online Brand Persona
 Adjective that describes brand:
 Affordable
 Sustainable
 Involved (Community)
When interacting with customers:
 Friendly
 Resourceful
 Caring

13. Strategies and Tools
 Paid
 Boost contest posts that reach a minimum of 100 people with 10
likes and 20 shares for the weekend
 Owned
 Introduce the contests with #PublixCash since the prize will be coupons
and gift cards. Encourage employees to enter contests,, as well as their
friends and families. Promote the hashtag across all social platforms and
engage with participants by sharing on the company pages they have
entered.
 Earned
 Monitor Instagram and Twitter for keywords and terms: coupon, grocery,
recipes.
 Partner with a production company to film and create a commercial to be
aired on Television and posted to all social platforms
 Tools
 Approved: HootSuite
 Rejected: N/A
 Existing Subscriptions: Adobe Creative Cloud 5.5

14. Timing and Key Dates
 Holiday Dates
 St. Patrick’s Day
 Easter Sunday
 Earth Day
 Mother’s Day
 Independence Day
 Father’s Day
 Halloween
 Thanksgiving
 Christmas
 Internal Dates
 N/A
 Reporting Dates
 Will occur every 3 months – May, August and November

15. Social Media Roles and
Responsibilities
 Marketing Director: Chelsea Toye
 Social Media Manager: Lauritzen Slowik
 Social Media Coordinator: Kim Stolz
 Supporting Social Media Team Members:
 Commercial productions: Barry Newsome
 Ad placement: Joe Dickson

16. Social Media Policy
 As an employee and representative of Publix Super Markets,
I will follow these guidelines to ensure I demonstrate and
execute ethically, with right practices.
 Guidelines:
 Think/act ethically
 Listen to everyone
 Do not jump to conclusions
 Do not bad mouth the competition
 Have quality customer service
 Feel free to run a posts by us if you do not know if it is
okay or not
Publix wants their social media to remain family-friendly and
if an employee violates the social media policy – they can be
suspended, or even terminated.

17. Critical Response Plan
 Situation: Inappropriate Instagram posted from company account
 Action plan:
 Once photo is seen
 Take a screenshot (on Mac: Command+Shift+3 or photo with phone)
 Alert Lauritzen Slowik (social media manager), if not available contact
Chelsea Toye (Marketing Director)
 Lauritzen and Chelsea get together to assess the reach and plan
 Both develop follow up photo
 If media has photo, Chelsea will contact those people directly
 Look into what employee/s are responsible and the disciplinary decision
 Pre-approved messaging:
 This was not pre-approved in this situation

18. Measurement and Reporting Results
 Quantitative KPIs
 Reporting period: 3 months
 Date as of May 19, 2017
 Website Traffic Sources Assessment
 Timeframe: Monthly average, February 2017 to May 2017
Source Volume Percentage
of Overall
Traffic
Conversion
Rate
Facebook 2000 unique
visits + 13%
growth
15% 2.5%
Instagram 1200 unique
visits + 13%
growth
10% 1.7%
Twitter 900 unique visits
+6% growth
7% 0.8%

19. Social Network Data
 Timeframe as of May 19, 2017
Social
Network
URL Follower
Count
Average
Weekly
Activity
Engagement
Rate
Facebook facebook.c
om/publix/
3,000,000
+ 25%
growth
20 ppw +
11%
increase
6%
Twitter twitter.com/
Publix
400,000 +
10%
growth
20 ppw +
15%
increase
7%
Instagram instagram.
com/publix/
?hl=en
100,000 +
20%
growth
7 ppw +
40%
increase
Avg
interactions=1
000
LinkedIn linkedin.co
m/compan
y-
beta/7242/
80,000 +
5% growth
2 ppw +
1%
increase
0.5%

20. #PublixCash Hashtag Performance
 Hashtag was mentioned 5000 times on
Instagram and 4000 times on Twitter
 Hashtag encourage more interaction when
published

21. Qualitative KPIs and Proposed
Action Items
 Sentiment Analysis
 There was mainly positive sentiment from
participants including, likes, shares, etc.
 Biggest negative sentiment is the other deals
the competition offers
 Proposed Action
 Continue with hashtag
 Consider adding additional hashtag