Social Media Overview Summary PP Pres 3.15

Giant Eagle, Inc © 20151

Giant Eagle, Inc

A 101 Kappa Drive Pittsburgh, PAP 412.963.6200E [email protected]

www.gianteagle.com

Company ContactsMichael LucasDan Winschel

2015 Social Media Strategy


Contents

03 The Social Landscape

06 Social Media Trends

10 Competitive & Best-in-Class

14 Our Performance

27 Looking Forward

41 Appendix


The Social Landscape


Social is Crowded

http:/expandedramblings.com/index.php/by-the-numbers-17-amazing-facebook-stats/

Pages50 M.

New items presented tousers every time theylog on to Facebook

1,500

25 M.Small business pageson Facebook

152 M.Out of 316 million peoplein the United States areon Facebook


Top Brands on Social Media

http://www.go-gulf.ae/blog/busnesses-social-media/

99%Facebook

97%Twitter

59%Instagram

70%Google+

69%Pinterest


TrendingSocial Media Tactics


Short Form Video

Increase in number of videos showing up in newsfeeds- AdAge

more people are postingvideos than last year- AdAge

360% 94%

https://www.youtube.com/watch?v=E0QMoc8La8I

https://www.youtube.com/watch?v=bK02df461Og

https://www.youtube.com/watch?v=lAPtjaeaD7w


Organic / Real Images


Customer Service

Response time a customer expects from a brand.- Fortune

of customers say that valuing their time is the most important thing a company can do to provide good service.- SocialMedia Today

30 MIN. 71%

Increase in customer spend with your company, on average, when you respond to their service requests over social media. - Fortune20%-40%


Best In Class/Competitors


• Provides Fans with tips, recipes, free products

• Never talks about sales or pricing

• Invites Fans to engage with questions

• Provides unique seasonal video contentResponse to complaints20% Conversational Response

90+%


• Provides Fans with food images, memes, and Fan photos


• Their pages are a place to show off th cult following of the brandResponse to complaints11% Conversational Response

90+%


• Provides Fans with recipes, tips, and short videos


• Gives information on “trending” ingredients Response to complaints16% Conversational Response

90+%


2014 Performance

Giant Eagle, Inc © 201515 Giant Eagle, Inc © 2015

Benchmark Statistics

https://sprinklr.app.box.com/s/7yq0ltf0v89nijpbyr7rjkaxz2by33vv

Benchmark: 1.5%Giant Eagle: 3%

ENGAGEMENT RATE(across primary social networks)

Benchmark: 433,572Giant Eagle: 740,327

AVERAGE SOCIAL FOLLOWING(for comparable sized companies)

Benchmark: 1-3%Giant Eagle: 3.8%

PERCENT OF AUDIENCE REACHED(Facebook)

Benchmark: 10Giant Eagle: 165

INTERACTIONS PER POST(for comparable sized companies)


2014 Performance

234,185Likes

148,531Comments

27,571Shares


2014 Change in Likes

JANUARY 2014 JANUARY 2015

674,364 726,663

206,183 220,642

16,889 25,187


Weekly Activity


Inbound Count/Posts

INBOUND COUNT/POSTS173,317

INBOUND BY NETWORK

Twitter 13.2k (8%)

Facebook 160.8k(92%)

INBOUND SENTIMENT

Positive31.8k(71%)

Negative13.1k

(29%)


Demographics

REACH DEMOGRAPHIC PROFILE

20 M

10 M

013-17 18-24 25-34 35-44 45-54 55-64 65+

Female Male

CITY FANSPITTSBURGH, PA

CLEVELAND, OH

COLUMBUS, OH

AKRON, OH

ERIE, PA

56,784

34,909

34,231

15,348

10,628

CITY FANSCANTON, OH

PHILADELPHIA, PA

TOLEDO, OH

YOUNGSTOWN, OH

JOHNSTOWN, PA

8,414

6,285

6,198

5,271

4,390

BY THENUMBERS


Social Media Channels


What’s Working

686Likes, Comments, Shares


Real/Organic Photos

Real / Organic / Low Production Photos

20kOrganicReach

7kOrganicReach

7kOrganicReach

3kOrganicReach



Giant Eagle, Inc © 2015Giant Eagle, Inc © 2015Giant Eagle, Inc © 2015

What’s Working


Fun foods are perfect for social engagement


Fun Foods

6 MILLION

13K

LIKEBACON

LIKEASPARAGUS

2 MILLION

LIKEPEANUT BUTTER

1K

LIKEPAPER

TOWELS

135

LIKEEGGPLANT

17 MILLION

LIKE ICE CREAM

BY THENUMBERS

23kOrganicReach

7kOrganicReach

*Customers who are consistently engaged by businesses are more satisfied and are likely to make repeat purchases.

http://www.digitalservicecloud.com/insights/customer-engagement-statistics-chart.html

What’s Working

Engagement Questions

“I had the coconut one OMGoodness flippin amazing...”

Suzy W.

“Which cupcake would you try?”

“Do you like ice cream in a bowl or cone?”

Alice B.

“Delicious. Now I want some ice

cream. in a bowl. Yum!”

“Would you pick regular or white cheddar?”

Michael W.

“I will have to get me some of that white cheddar

popcorn”

“Which cupcake would you try?”

Amber D.

“Definitely will try the chocolate cherrytini ones”


What’s Working

Subtle Selling


456CommentswithPictures

TBD

25kOrganicReach

Pages that post promotional creative should expect their organic distribution to fall significantly over time

Facebook News Release, November 2014


What’s Working

Short-form Videos

126,976REACH

147,000REACH

44,000REACH

66,578VIDEO VIEWS

52,000VIDEO VIEWS

13,000VIDEO VIEWS

4

https://www.youtube.com/watch?v=cKmKub4oXyk&feature=youtu.be

https://www.youtube.com/watch?v=QVvNbybI1xg


What’s Not Working



Geo-Targeted Posts

1,300People Reached

1,800People Reached

511People Reached

Posts need to be shareable with the entire state

Use advertising dollars behind geo-targeted posts if necessary



Promotional / Sales Posts

Use the Facebook Ad Tools to place ads where they are more accepted

THE MOST COMMON REASON A FACEBOOK USER UNLIKES A BRAND — UNINTERESTING POSTS




2kOrganicReach

5kOrganicReach

4kOrganicReach



Posts Driving Off-Site

11Link Clicks

49Link Clicks

5,572Link Clicks

1,008Link Clicks

Point to pages with excellent content


Looking Forward


Looking Forward

Increase engagement at the local level

Gather business intelligence to improve customer experience

Increase brand reach and affinity

Provide outstanding customer service


Provide Outstanding Customer Service

Proactively provide customer serviceGOAL: LAUNCH PRO-ACTIVE CUSTOMER CARE PROGRAM

BY Q2 OF 2016

Engage in convesations with our customersGOAL: RESPOND TO OVER 50% OF ALL CUSTOMER COMMENTS ACROSS

CHANNELS BY Q1 OF 2016

Handle customer service issues quickly and efficientlyGOAL: LOWER AVERAGE RESPONSE TIME OF CUSTOMER CARE ISSUES

TO 30 MINUTES OR LESS BY Q4 OF 2016


Provide Pro-Active Customer Service


Increase Brand Reach & Affinity

Provide great, engaging, shareable content

4


Increase Brand Reach & Affinity

Increase promoted posts, utilize targeted ads and advertising units

Create timely and relevant sweepstakes

Offer exclusive social-only offers and deep discounts

Engage with fans about food-related and seasonal topics


Gather Business Intelligence

Regular reporting (monthly & quarterly analysis)


Increase Engagement at Local Level

http://www.marketdistrict.com/locations/

Giant Eagle, Inc © 201539 Giant Eagle, Inc © 201539


MD South Hills1,684Likes

MD Shadyside1,725Likes

MD Strongsville692Likes

MD Solon1,728Likes

MD Portage Crossing947Likes

MD Pine1,568Likes

MD Kingsdale2,154Likes

MD Dublin1,290Likes

MD Grandview Yard678Likes

MD Green2,174Likes

MD Robinson3,258Likes

GE Britton Parkway161Likes



Increased advertising spendGOAL: SPEND ADVERTISING MONEY TOWARDS GROWING PAGES AND LOCAL AD POSTS

Incentive based programsGOAL: REWARD PAGES FOR EXCEPTIONAL WORK

Increased guidanceGOAL: MONTHLY GUIDE OF POSTS WE’D LIKE TO SEE FROM LOCAL STORES

Improved communicationGOAL: MONTHLY CALLS WITH SOCIAL LOCAL MEMBERS AND STORE LEADERS


Appendix

Social Media Overview Summary PP Pres 3.15

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