Post on 03-Mar-2017
transcript
Publix Social Media StrategyShelby Martin
February 19, 2017
Table of Contents1. Executive Summary2. Social Media Audit 3. Social Media Objectives4. Online Brand Persona and Voice5. Strategies and Tools6. Timing and Key Dates7. Social Media Roles and Responsibilities8. Social Media Policy9. Critical Response Plan10.Measurement and Reporting Results
Executive Summary
Our major priority for 2017 will be to increase customer interaction with the company
through different social media platforms.
Our focus will be to increase traffic to our main website by using other social media outlets and building stronger relationships with our customers.
Social Media Audit
Network: URL Follower Count
Weekly Activity
Twitter @publix 228k 6 daily
Facebook facebook.com/publix 2,710,697 twice daily
Instagram @publix 73k 4 times weekly
Linkedin Publix Super Markets 69,751 1 per week
Audience
Age Percentage Male/Female
Network of Choice
Second Network of
Choice
18-30 10% 57% Female 50% FB 40% Twitter
31-40 20% 43% Male 30% Twitter 20% FB
41-55 60% 10% Instagram
20% Instagram
56-80 10%
Competitor
Company Social Network Strengths Weaknesses
Winn-Dixie FacebookCatchy color scheme, posts
frequently
Almost no engagement
with audience
Aldi FacebookNew, organic,
affordable prices
Not as well established as
Publix
ObjectiveIn 2017 the focus of our social media strategy will be to increase our sales goals through increased interaction with customers through our various digital platforms.
1. Increase Twitter and Instagram followers by 2,000 within 6 months
2. 2. Increase number of email subscribers by 25% in 6 months
Online Brand Persona and Voice
While interacting with our customers we are:• Interactive• Friendly• Fun• Customer-oriented• Helpful• Cheerful
Strategies and Tools
Boost weekly posts
Encourage customers to tag, mention and hashtag Publix
Encourage customers to check into the store on Facebook
Key DatesChristmas
Thanksgiving
New Years
Memorial and Labor Day weekends
Easter
Superbowl Sunday
Valentine’s Day
Social Media Roles
Karen Murino- Director for Brand Marketing and Analytics
Kate Rahman- Digital Marketing Manager
Maria Brous- Director of Media and Community Relations
Social Media Policy
Our social media channels are used to spread company news, share information, and interact with customers. As a social media manager for Publix you are expected to follow these simple rules to provide a positive image for the company:
Be respectful
Use common sense
Do not rude or insensitive
Be helpful to customers
Measurement and Reporting
Source Volume Percentage of Overall Traffic
Conversion Rate
Twitter 1300 unique visits 24% 3.4%
Facebook 4500 unique visits 37% 2.7%
LinkedIn 350 unique visits 13% 0.06%