3. Presentation Road Map
• Our Goals
• Research
• Demographics
• Current Strategy … What works ? What doesnt work?
• Main themes… what do people want?
• Recommendations … Moving forward
4. Our Goals
• Understand how, when and why the customers of
Ryans SuperValu Glanmire engage with social media
• Formulate a social media strategy that will encourage
greater interaction and extend our reach.
• To increase the footfall and turnover in the Glanmire
store.
5. Our Research
• 54 Intercept Interviews
• Carried out over 2 weeks
• Thursday: 3p.m. and 7p.m. (over two weeks)
• Friday: 2p.m. and 6p.m. (over two weeks)
• Saturdays: 11p.m. – 1p.m. (once)
6. Our Research
• Thematic Analysis
• Analysed Transcript’s.
• Identified customer patterns
• Identified main themes.
10. Themes
• Fresh Food (Bakery) & Supper Pot
• Community News & Updates
• Competitions & Special offers
• Healthy Recipes, Nutrition, Chefs
• Online shopping
11.
12. Glanmire’s Current Social Media
Strategy
• 3,250 approx. followers on Facebook page
• Posts ranging from community updates, in-store events,
competitions and photos
• Strengths
• Giveaways
• Community news and updates
• Weaknesses
• Infrequent posts
• Real rewards promotion
• Event promotions
13. Recommendations
• Competitions
• Online and In store
• Recipes
• Bake-off, Easter Bake-off
• Promote Health & Fitness Range
• Community News
• Updates on Operation Transformation
• GAA Sponsorship
• Promote Bakery & Supper Pot
14. Promote Bakery & Supper Pot
“…he likes to see the array of home produced bread
primarily but he has marvelled on this on every
occasion… he said this rivals most of what they
have in the UK… he even enjoys looking at it,
observing it, the outlay, the structure and the sheer
variety of foods that are available primarily in this
section and the whole ambience as well is there…”
15.
16.
17. Competitions & Special Offers
• Online and in store
• Incorporate families and children
• Seasonal Competitions
“Yes, I’m always entering competitions.
I never win anything but I always enter
them, one of these fine days I will!”
18. Community News
“I would yeah! Cos I don’t always get the
community news! Its not widely available here,
you’ve to get it on the first day or you don’t. So it
would be brilliant, that.”
“I suppose community things because my kids are
going to school in the community and am play
sports locally so you know, it would be a good
way to have whatever is coming up advertised,
whether it be I don’t know a table quiz for the
local club or whatever.”
19. Community News – Operation
Transformation
• Keep us posted
• Weekly Updates
• How are they training?
• What are they eating?
• How much have they lost?
21. Healthy Recipes, Nutrition, Chefs
“Recipes ya, recipes are something I would look at
a lot, I'd like to see them maybe daily or even
weekly “
“I suppose recipes, I follow Donal Skehan as
well so he’s very good too with his food blogs..
So it’s mostly for, I suppose recipes and what is
seasonal whatever is coming up next you know”
23. Moving Forward
• Timing of posts is key – Evening
• Vary Content
• Encourage customers to comment on/tag/share photos
• Offer “opt-out” for emails and texts
• Maintain regular updates but don’t inundate followers
• Pictures and videos – promote the visual aspect of the store
“To be honest that’s what turns me off
social media, the constant updates”
