Publix Super Market Social Media Strategy By: Lauritzen Slowik Feb. 19, 2017
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Publix Super Market
Social Media Strategy By: Lauritzen Slowik
Feb. 19, 2017
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
Plan10. Measurement and
Reporting Results
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 customers2. Encourage employees to participate as well and spread
the word to their family and friends
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.com/publix/
2,591,859
10-15 ppw
4%
Twitter twitter.com/Publix
228,000 15-20 ppw
1.5%
Instagram instagram.com/publix/?hl=en
73,100 5 ppw 6%
LinkedIn linkedin.com/company-beta/7242/
69,797 1-3 ppw 1.5%
Social Media Assessment Most interactions occur on Facebook, with
Instagram closely behind. The contest should really be pushed through these channels
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%
Traffic Summary Facebook, with closely following Instagram,
drives most traffic to the website.
Audience Demographic Assessment
Age Distribution
Gender Distribution
Primary Social Network
Secondary Social Network
Primary Need
Secondary Need
21% 18-3026% 31-4018% 41-5513% 56-80
53% female
47% male
50% Facebook30% Instagram20% Twitter
15% Facebook10% LinkedIn
Looking at weekly sales, making grocery list
Ideas on what to cook that day
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.
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
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.
Online Brand Persona Adjective that describes brand:
Affordable Sustainable Involved (Community)
When interacting with customers: Friendly Resourceful Caring
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
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
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
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.
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
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%
Social Network Data Timeframe as of May 19, 2017
Social Network
URL Follower Count
Average Weekly Activity
Engagement Rate
Facebook facebook.com/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=1000
LinkedIn linkedin.com/company-beta/7242/
80,000 + 5% growth
2 ppw + 1% increase
0.5%
#PublixCash Hashtag Performance Hashtag was mentioned 5000 times on
Instagram and 4000 times on Twitter Hashtag encourage more interaction
when published
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
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