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The power of language

@thomasknorpp@sainsburyspr Digital media manager

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Agenda

• How we’re set up• You’re my favourite supermarket• Worst. PR neologism. Ever.• How tiger bread changed its stripes• Beaten to death by Hulk Hogan• What you need to do

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How we’re set up

• Established presence on social• Social media policy• 24/7 press office• Close links to marketing and customer service• Continuous social media monitoring

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Tone of voice guidelines

• Listen• Mirror the language• Empathise• Helpful• Friendly• Cheeky • Human

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YOU’RE MY FAVOURITE SUPERMARKET

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MANAPÉS

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HOW TIGER BREAD CHANGED ITS STRIPES

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A customer letterabout Tiger Bread…

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… and our response

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A normal month: 3,500 visits a day

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A normal month: 3,500 visits a day

Giraffe bread:60,000 visits in a day

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4.5 million people reached

• Our tweet announcing the news was re-tweeted over 1,500 times, helping generate over 2 million impressions.

• Giraffe bread was the most read and most shared story on the BBC website the day it broke (over 19,000 shares)

• More coverage in the Telegraph, Daily Mail and Mail Online, Huffington Post, Metro and many more

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BEATEN TO DEATH BY HULK HOGAN

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What you need to do

• Listen, measure and engage• Find your tone• Be human• Look for opportunities to be funny, help or

inform• Be nimble• Make time and empower your people

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Right. Your turn. Questions?

@thomasknorpp@sainsburyspr Digital media manager