SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014

How to manage your socialmedia content strategy

NATANYA ANDERSONWHOLE FOODS MARKET

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How To Manage Your Social Media Content Strategy

Natanya Anderson

Director, Social Media

Whole Foods Market

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It’s a Virtuous Cycle

Know Your Community

Dig Into Business Initiatives

Build a Storytelling

Plan

Survey the Entire

Landscape

Optimize

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Community: Audience +

‘Graphics

Interests

Channel Mores

Loves & Hates

Learned Behaviors

Community

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Why Do People Share?

At its heart, community is about sharing

Source: NY Times Psychology of Sharing report

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Business Initiatives: Prospect for Gold

• What internal partners focus on – “Speeds and feeds” – Proof points – Characteristics – Sales goals

• Dig deeper on – Customer needs a product or service supports – What will get customers excited – What gets internal teams excited – How a product helps/inspires/celebrates customers

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Storytelling: Find the Sweet Spot

Source: Augie Ray, experiencetheblog.com, Stop Social Media Marketing, October 7, 2014

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Integrate, Integrate, Integrate!

Shared customer

experience Social

Channels

Blog

Website Mobile Apps

Email

eCommerce

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Create a Conversation

Inherent Invited Incentivized

• Comments • Shares • Reviews

• Re-posts • Celebrations • Chats

• Contests • Ambassadors • Influencers

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Landscape: Think Deep and Wide

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Optimize: Channel Tweaks

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Optimize: Topic Tweaks

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A Virtuous Path

Know Your Community

Dig Into Business Initiatives

Build a Storytelling

Plan

Survey the Entire

Landscape Optimize

@natanyap #BrandsOnlySummit

Thank You

@natanyap

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SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014