BlogWell Bay Area Social Media Case Study: Whole Foods Market, presented by Natanya Anderson
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12 Aug 2013•0 j'aime•6,283 vues
BlogWell Bay Area Social Media Case Study: Whole Foods Market, presented by Natanya Anderson
12 Aug 2013•0 j'aime•6,283 vues
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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.
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BlogWell Bay Area Social Media Case Study: Whole Foods Market, presented by Natanya Anderson
- 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