SOCIAL MEDIA MARKETING AND THE GROCERY INDUSTRY Tracy Tuten, Ph.D.
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SOCIAL MEDIA MARKETING AND THE GROCERY INDUSTRY
Tracy Tuten, Ph.D.
Breaking Down Social Media Social: marked by or passed in pleasant companionship the interaction of the individual and the group; the formation of cooperative and interdependent relationships
Media: the means of communication, as radio and television, newspapers, and magazines, that reach or influence people widely
Social Media
Social media are the means of communication based on interdependent relationships and cooperation among friends and associates Enhanced by the anytime, anywhere benefits of the Web and mobile technologies
Built around online communities
Key Web 2.0 Principles
The Web is the platform People participate Networks add value (in terms of tipping points, content creation, rankings, sharing, and so on)
It’s always changing and improving We live and die by our reputations in the communities
The Social Context
Shift to Digital Marketing
Source: David Armano, Logic + Emotion, Online: darmano.typepad.com
Social media marketing is about interacting, participating,
engaging, conversing in ways that meet marketing
objectives –it’s not about the site or the platform;
it’s the strategy that counts
The Zones of Social Media
Exemplar Vehicles
Social Media Marketing
the strategic use of social media to leverage the
cultural context and connective web of social communities
to meet marketing objectives
Some Common Reasons for Marketing with Social Media
It’s trendy It‘s free It’s fast It’s Facebook
WRONG!!
Is Social Free?
“Social media trades
media cost for time cost” Charlene Li, Forrester Research
Is Social Fast?
Social media marketing is RELATIONSHIP MARKETING
in social spaces
The Grocery Industry and SMMBrand Facebook Users/ # StoresWhole Foods 311,717 1117Wegman’s 79,974 1066Trader Joe’s 234,587 704Price Chopper 30,761 258Harris Teeter 16,363 104Lowes 3,263 30Ingles 5,514 27Food Lion 34,221 21
A Little on Whole Foods
Community: Twitter, Facebook Publishing: YouTube, Blogging, Flickr Entertainment: Interactive activities via community, Pinterest
Commerce: Promotions, Service
85% of content is responsive 10% original content 5% promotional
What Might You Do?
Community Publishing Blogging (In House or Sponsor) YouTube videos
Entertainment Foursquare Games
Commerce Reviews, Sales Promotions, Services
Ask: What Do I Need to Accomplish? Relationship acquisition and maintenance? Service recovery? Sales promotion delivery device? Persuasive communication channel? Alternative retail channel?
Who Are Your Customers?
Are they social? If so, how and where do they participate?
Social Technographics
Why Be Social?
Affinity impulse Curiousity impulse Contact comfort
Immediacy impulse Altruistic impulse Validation impulse
Which Social Zones?
Can you use to offer value? Can engage the audience?What will the experience be?What do you want the audience to do?
Measure, Measure, Measure
Track activity, responses, sentiment Track recovery Track anything that matters to you
Q&A
Dr. Tracy [email protected]/brandacitywww.linkedin.com/in/tracytutenskype: tracy.tutenfacebook: tracy.tuten
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