social media marketing and the grocery industry · social media marketing is ... price chopper...
TRANSCRIPT
![Page 1: SOCIAL MEDIA MARKETING AND THE GROCERY INDUSTRY · Social media marketing is ... Price Chopper 30,761 258 Harris Teeter 16,363 104 Lowes 3,263 30 Ingles 5,514 27 Food Lion 34,221](https://reader033.vdocuments.site/reader033/viewer/2022052008/601d540c9840dd66e85e6eef/html5/thumbnails/1.jpg)
SOCIAL MEDIA MARKETING AND THE GROCERY INDUSTRY
Tracy Tuten, Ph.D.
![Page 2: SOCIAL MEDIA MARKETING AND THE GROCERY INDUSTRY · Social media marketing is ... Price Chopper 30,761 258 Harris Teeter 16,363 104 Lowes 3,263 30 Ingles 5,514 27 Food Lion 34,221](https://reader033.vdocuments.site/reader033/viewer/2022052008/601d540c9840dd66e85e6eef/html5/thumbnails/2.jpg)
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
![Page 3: SOCIAL MEDIA MARKETING AND THE GROCERY INDUSTRY · Social media marketing is ... Price Chopper 30,761 258 Harris Teeter 16,363 104 Lowes 3,263 30 Ingles 5,514 27 Food Lion 34,221](https://reader033.vdocuments.site/reader033/viewer/2022052008/601d540c9840dd66e85e6eef/html5/thumbnails/3.jpg)
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
![Page 4: SOCIAL MEDIA MARKETING AND THE GROCERY INDUSTRY · Social media marketing is ... Price Chopper 30,761 258 Harris Teeter 16,363 104 Lowes 3,263 30 Ingles 5,514 27 Food Lion 34,221](https://reader033.vdocuments.site/reader033/viewer/2022052008/601d540c9840dd66e85e6eef/html5/thumbnails/4.jpg)
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
![Page 5: SOCIAL MEDIA MARKETING AND THE GROCERY INDUSTRY · Social media marketing is ... Price Chopper 30,761 258 Harris Teeter 16,363 104 Lowes 3,263 30 Ingles 5,514 27 Food Lion 34,221](https://reader033.vdocuments.site/reader033/viewer/2022052008/601d540c9840dd66e85e6eef/html5/thumbnails/5.jpg)
The Social Context
![Page 6: SOCIAL MEDIA MARKETING AND THE GROCERY INDUSTRY · Social media marketing is ... Price Chopper 30,761 258 Harris Teeter 16,363 104 Lowes 3,263 30 Ingles 5,514 27 Food Lion 34,221](https://reader033.vdocuments.site/reader033/viewer/2022052008/601d540c9840dd66e85e6eef/html5/thumbnails/6.jpg)
Shift to Digital Marketing
Source: David Armano, Logic + Emotion, Online: darmano.typepad.com
![Page 7: SOCIAL MEDIA MARKETING AND THE GROCERY INDUSTRY · Social media marketing is ... Price Chopper 30,761 258 Harris Teeter 16,363 104 Lowes 3,263 30 Ingles 5,514 27 Food Lion 34,221](https://reader033.vdocuments.site/reader033/viewer/2022052008/601d540c9840dd66e85e6eef/html5/thumbnails/7.jpg)
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
![Page 8: SOCIAL MEDIA MARKETING AND THE GROCERY INDUSTRY · Social media marketing is ... Price Chopper 30,761 258 Harris Teeter 16,363 104 Lowes 3,263 30 Ingles 5,514 27 Food Lion 34,221](https://reader033.vdocuments.site/reader033/viewer/2022052008/601d540c9840dd66e85e6eef/html5/thumbnails/8.jpg)
The Zones of Social Media
![Page 9: SOCIAL MEDIA MARKETING AND THE GROCERY INDUSTRY · Social media marketing is ... Price Chopper 30,761 258 Harris Teeter 16,363 104 Lowes 3,263 30 Ingles 5,514 27 Food Lion 34,221](https://reader033.vdocuments.site/reader033/viewer/2022052008/601d540c9840dd66e85e6eef/html5/thumbnails/9.jpg)
Exemplar Vehicles
![Page 10: SOCIAL MEDIA MARKETING AND THE GROCERY INDUSTRY · Social media marketing is ... Price Chopper 30,761 258 Harris Teeter 16,363 104 Lowes 3,263 30 Ingles 5,514 27 Food Lion 34,221](https://reader033.vdocuments.site/reader033/viewer/2022052008/601d540c9840dd66e85e6eef/html5/thumbnails/10.jpg)
Social Media Marketing
the strategic use of social media to leverage the
cultural context and connective web of social communities
to meet marketing objectives
![Page 11: SOCIAL MEDIA MARKETING AND THE GROCERY INDUSTRY · Social media marketing is ... Price Chopper 30,761 258 Harris Teeter 16,363 104 Lowes 3,263 30 Ingles 5,514 27 Food Lion 34,221](https://reader033.vdocuments.site/reader033/viewer/2022052008/601d540c9840dd66e85e6eef/html5/thumbnails/11.jpg)
Some Common Reasons for Marketing with Social Media
It’s trendy It‘s free It’s fast It’s Facebook
![Page 12: SOCIAL MEDIA MARKETING AND THE GROCERY INDUSTRY · Social media marketing is ... Price Chopper 30,761 258 Harris Teeter 16,363 104 Lowes 3,263 30 Ingles 5,514 27 Food Lion 34,221](https://reader033.vdocuments.site/reader033/viewer/2022052008/601d540c9840dd66e85e6eef/html5/thumbnails/12.jpg)
WRONG!!
![Page 13: SOCIAL MEDIA MARKETING AND THE GROCERY INDUSTRY · Social media marketing is ... Price Chopper 30,761 258 Harris Teeter 16,363 104 Lowes 3,263 30 Ingles 5,514 27 Food Lion 34,221](https://reader033.vdocuments.site/reader033/viewer/2022052008/601d540c9840dd66e85e6eef/html5/thumbnails/13.jpg)
Is Social Free?
“Social media trades
media cost for time cost” Charlene Li, Forrester Research
![Page 14: SOCIAL MEDIA MARKETING AND THE GROCERY INDUSTRY · Social media marketing is ... Price Chopper 30,761 258 Harris Teeter 16,363 104 Lowes 3,263 30 Ingles 5,514 27 Food Lion 34,221](https://reader033.vdocuments.site/reader033/viewer/2022052008/601d540c9840dd66e85e6eef/html5/thumbnails/14.jpg)
Is Social Fast?
Social media marketing is RELATIONSHIP MARKETING
in social spaces
![Page 15: SOCIAL MEDIA MARKETING AND THE GROCERY INDUSTRY · Social media marketing is ... Price Chopper 30,761 258 Harris Teeter 16,363 104 Lowes 3,263 30 Ingles 5,514 27 Food Lion 34,221](https://reader033.vdocuments.site/reader033/viewer/2022052008/601d540c9840dd66e85e6eef/html5/thumbnails/15.jpg)
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
![Page 16: SOCIAL MEDIA MARKETING AND THE GROCERY INDUSTRY · Social media marketing is ... Price Chopper 30,761 258 Harris Teeter 16,363 104 Lowes 3,263 30 Ingles 5,514 27 Food Lion 34,221](https://reader033.vdocuments.site/reader033/viewer/2022052008/601d540c9840dd66e85e6eef/html5/thumbnails/16.jpg)
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
![Page 17: SOCIAL MEDIA MARKETING AND THE GROCERY INDUSTRY · Social media marketing is ... Price Chopper 30,761 258 Harris Teeter 16,363 104 Lowes 3,263 30 Ingles 5,514 27 Food Lion 34,221](https://reader033.vdocuments.site/reader033/viewer/2022052008/601d540c9840dd66e85e6eef/html5/thumbnails/17.jpg)
![Page 18: SOCIAL MEDIA MARKETING AND THE GROCERY INDUSTRY · Social media marketing is ... Price Chopper 30,761 258 Harris Teeter 16,363 104 Lowes 3,263 30 Ingles 5,514 27 Food Lion 34,221](https://reader033.vdocuments.site/reader033/viewer/2022052008/601d540c9840dd66e85e6eef/html5/thumbnails/18.jpg)
![Page 19: SOCIAL MEDIA MARKETING AND THE GROCERY INDUSTRY · Social media marketing is ... Price Chopper 30,761 258 Harris Teeter 16,363 104 Lowes 3,263 30 Ingles 5,514 27 Food Lion 34,221](https://reader033.vdocuments.site/reader033/viewer/2022052008/601d540c9840dd66e85e6eef/html5/thumbnails/19.jpg)
![Page 20: SOCIAL MEDIA MARKETING AND THE GROCERY INDUSTRY · Social media marketing is ... Price Chopper 30,761 258 Harris Teeter 16,363 104 Lowes 3,263 30 Ingles 5,514 27 Food Lion 34,221](https://reader033.vdocuments.site/reader033/viewer/2022052008/601d540c9840dd66e85e6eef/html5/thumbnails/20.jpg)
What Might You Do?
Community Publishing Blogging (In House or Sponsor) YouTube videos
Entertainment Foursquare Games
Commerce Reviews, Sales Promotions, Services
![Page 21: SOCIAL MEDIA MARKETING AND THE GROCERY INDUSTRY · Social media marketing is ... Price Chopper 30,761 258 Harris Teeter 16,363 104 Lowes 3,263 30 Ingles 5,514 27 Food Lion 34,221](https://reader033.vdocuments.site/reader033/viewer/2022052008/601d540c9840dd66e85e6eef/html5/thumbnails/21.jpg)
Ask: What Do I Need to Accomplish? Relationship acquisition and maintenance? Service recovery? Sales promotion delivery device? Persuasive communication channel? Alternative retail channel?
![Page 22: SOCIAL MEDIA MARKETING AND THE GROCERY INDUSTRY · Social media marketing is ... Price Chopper 30,761 258 Harris Teeter 16,363 104 Lowes 3,263 30 Ingles 5,514 27 Food Lion 34,221](https://reader033.vdocuments.site/reader033/viewer/2022052008/601d540c9840dd66e85e6eef/html5/thumbnails/22.jpg)
Who Are Your Customers?
Are they social? If so, how and where do they participate?
![Page 23: SOCIAL MEDIA MARKETING AND THE GROCERY INDUSTRY · Social media marketing is ... Price Chopper 30,761 258 Harris Teeter 16,363 104 Lowes 3,263 30 Ingles 5,514 27 Food Lion 34,221](https://reader033.vdocuments.site/reader033/viewer/2022052008/601d540c9840dd66e85e6eef/html5/thumbnails/23.jpg)
Social Technographics
![Page 24: SOCIAL MEDIA MARKETING AND THE GROCERY INDUSTRY · Social media marketing is ... Price Chopper 30,761 258 Harris Teeter 16,363 104 Lowes 3,263 30 Ingles 5,514 27 Food Lion 34,221](https://reader033.vdocuments.site/reader033/viewer/2022052008/601d540c9840dd66e85e6eef/html5/thumbnails/24.jpg)
Why Be Social?
Affinity impulse Curiousity impulse Contact comfort
Immediacy impulse Altruistic impulse Validation impulse
![Page 25: SOCIAL MEDIA MARKETING AND THE GROCERY INDUSTRY · Social media marketing is ... Price Chopper 30,761 258 Harris Teeter 16,363 104 Lowes 3,263 30 Ingles 5,514 27 Food Lion 34,221](https://reader033.vdocuments.site/reader033/viewer/2022052008/601d540c9840dd66e85e6eef/html5/thumbnails/25.jpg)
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?
![Page 26: SOCIAL MEDIA MARKETING AND THE GROCERY INDUSTRY · Social media marketing is ... Price Chopper 30,761 258 Harris Teeter 16,363 104 Lowes 3,263 30 Ingles 5,514 27 Food Lion 34,221](https://reader033.vdocuments.site/reader033/viewer/2022052008/601d540c9840dd66e85e6eef/html5/thumbnails/26.jpg)
Measure, Measure, Measure
Track activity, responses, sentiment Track recovery Track anything that matters to you
![Page 27: SOCIAL MEDIA MARKETING AND THE GROCERY INDUSTRY · Social media marketing is ... Price Chopper 30,761 258 Harris Teeter 16,363 104 Lowes 3,263 30 Ingles 5,514 27 Food Lion 34,221](https://reader033.vdocuments.site/reader033/viewer/2022052008/601d540c9840dd66e85e6eef/html5/thumbnails/27.jpg)
Q&A
![Page 28: SOCIAL MEDIA MARKETING AND THE GROCERY INDUSTRY · Social media marketing is ... Price Chopper 30,761 258 Harris Teeter 16,363 104 Lowes 3,263 30 Ingles 5,514 27 Food Lion 34,221](https://reader033.vdocuments.site/reader033/viewer/2022052008/601d540c9840dd66e85e6eef/html5/thumbnails/28.jpg)
Dr. Tracy [email protected]/brandacitywww.linkedin.com/in/tracytutenskype: tracy.tutenfacebook: tracy.tuten