In her BlogWell Bay Area presentation, Whole Foods Market's Director of Social Media and Digital Marketing, Natanya Anderson, explains why "culture eats strategy for lunch" and how the upscale grocery brand engages consumers on the local level. She shares how Whole Foods separated global and local social strategy, with the global level addressing lifestyle and the local level tackling transaction, to create a more efficient social experience for consumers.

1. Natanya Anderson
Brand + Local Social: Creating Balance
in the Customer Experience
This video is from
BlogWell
San Francisco
June 20, 2011
socialmedia.org/blogwell
SocialMedia.org
Case Studies
This presentation is from
BlogWell
Bay Area
August 6, 2013
socialmedia.org/blogwell

2. Brand +LocalSocial
CreatingBalance inthe CustomerExperience
Natanya Anderson
Director, Social Media & Digital Marketing
@natanyap

3. @natanyap
• Culture
• A
holis-c
view
• Channel-­‐specific
strategies
• Local
reali-es
• Support
&
infrastructure
Brand +LocalSocial:KeyElements

4. Culture Eats
Strategy for
Lunch
@natanyap

5. Creating aHolisticVision
@natanyap
Brand
=
Lifestyle
• Informa-on
• Inspira-on
• Aspira-on
Local
=
Shopping
• Sales
• Local
products
• Events
Shared
Customer
Experience

6. Brand +Local Together:BerrySeason
@natanyap
Brand
Local

7. Brand +Local Together:FlashSales
@natanyap
Brand
Local

8. Brand +Local Together:SummerWineProgram
@natanyap
Brand
(Pinned)
Local

9. Brand Only:HoneyBees
@natanyap

10. Local Only:NYCSurf andTurfSale
@natanyap

11. Building a ChannelSpecificStrategy
@natanyap
Brand
Lifestyle-­‐focused
visuals
Highest
priority
programs
Customer
service
Broader
range
of
programs
Inspire
broadly
Integrated
contributors
Celebrate
local
visually
Build
a
community
Local
Local
sales
&
products
Events
??
Should
we
be
here
??
No
presence
Content
source
Build
awareness
of
local
Facebook
TwiNer
Pinterest
Instagram

12. Pinterest:ABroadView of ourBrandLifestyle
@natanyap

13. Instagram:Three (SurprisinglySimilar)Views ofLocal
@natanyap
Brand
New
York
Customers

14. Living withLocalRealities
@natanyap
• Hourly
workforce
• High
turnover
• Restricted
mobile
device
access
• Limited
digital
marke-ng
experience
• Inconsistent
interest
in
social
• Social
is
only
one
part
of
their
job
• SpoNy
support
from
leadership

15. Building aLocalSupportTeam &Plan
@natanyap
• Seed
content
• Best
prac-ces
• Crisis
support
• Front-­‐line
customer
service
• Social
Media
Management
• Repor-ng
• Listening
&
monitoring
• Broad
spectrum
• Ongoing
support
• Helpdesk
• In-­‐person
• Digital
specialists
• “With
and
through”
philosophy
•
Connec-on
to
regional
marke-ng
Regional
Support
Training
Content
&
Community
Management
Infrastructure

16. What’sNext
@natanyap
ü From
“grassroots”
à
Strategic
Ini-a-ve
ü Social
Media
Academy
ü My
role:
Chief
Digital
Evangelist
ü Measure,
measure,
and
measure
again

17. Thank you!
NatanyaAnderson
@natanyap
Director,SocialMedia &DigitalMarketing

18. Learn more about past and
upcoming BlogWells
socialmedia.org/blogwell
This video is from
BlogWell
San Francisco
June 20, 2011
socialmedia.org/blogwell
SocialMedia.org
Case Studies
This presentation is from
BlogWell
Bay Area
August 6, 2013
socialmedia.org/blogwell