roche bros. supermarket social media

SOCIAL MEDIA: TODAY’S WORD OF MOUTH

ROCHE BROS. SUPERMARKETS

1 FEBRUARY 2012

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BERGERON BY THE NUMBERS

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20 YEARSBergeron Creative founded in 1991

24/7 CREATORS7 team members each with over 24 years experience

3 CAPABILITIES Branding, interactive and social media

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ROCHE BROS. SOCIAL MEDIA PRESENTATION

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FACEBOOK BY THE NUMBERS

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800,000,000People on Facebook

500,000,000 People using Facebook Apps

350,000,000People accessing Facebook via mobile

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TWITTER BY THE NUMBERS

300,000,000People on Twitter

100,000,000+ Businesses on Twitter

250,000,000+Business Tweets per day

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YOUTUBE BY THE NUMBERS

800,000,000Visitors to YouTube each month

3,000,000,000 Video views per day

400,000,000Mobile video views per day

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CONSUMERS CONTROL MARKETING

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92%

WHO TRUSTS YOU?

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Percentage of shoppers more confident with info online vs. from a salesclerk

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90%

WHO LOVES YOU?

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Percentage of brand touchpoints nowgenerated by consumers

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75%

WHO TRUSTS YOU?

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Percentage of consumers that don’tbelieve advertisements tell the truth

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53%

WHO LOVES YOU?

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By 2014, total percentage of retail sales affected by the Internet

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BUILDING LOYALTY WITH RAVING FANS

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SOCIAL MEDIA: BIGGER THAN YOU THINK

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53%Social networking growth among users aged 55-64 between 2009 and 2010

BABY BOOMERS1946 –1964

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SOCIAL MEDIA: BIGGER THAN YOU THINK

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79%Percentage of users aged 31-46on social networking sites in 2011

GENERATION X1965 –1980

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SOCIAL MEDIA: BIGGER THAN YOU THINK

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81%Use Facebook every day, double the amount they watch TV or read newspapers 

MILLENIALS1981-1999

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SOCIAL MEDIA: BIGGER THAN YOU THINK

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91%Users aged 14-30 make their Facebook Places and Foursquare check-ins public 

MILLENIALS

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THE YEAR MILLENIALS SURPASSED BOOMERS IN THE WORKFORCE.

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PEOPLE ARE THE MEDIA

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80%

Via socialmedia people share• New foods• Interesting

foods• New recipes• Places to find

these foods or the needed ingredients

Percentage of people who daily don’t know what’s for dinner, even as 4pm approaches

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TYPES OF SOCIAL MEDIA BUZZ

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• Complaints• Compliments• Product usage experiences • Recommendations• Suggestions• Comparisons• Purchase intention/buying behavior• Switching behavior

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ROCHE BROS. SOCIAL MEDIA STRATEGY

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YOUR WEBSITE IS THE HUB

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REBRANDED TO REFLECT FEEL OF STORES

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REBRANDED TO REFLECT FEEL OF STORES

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ROCHE BROS. CORE SOCIAL MEDIA SITES

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Microsite• Landing Pages• Leverage existing

content• Import Twitter,

Flickr, YouTube• Use coupons to

promote Home Delivery

• Weekly Specials• Announce Store

Events and Promotions

• Conduct polls

FACEBOOK

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Two way conversation• Respond to Tweet

about Roche Bros.• Find your

Influencers and Earlyvangelists

• Twitter Chats• Avoiding gluten?,

Looking for something healthy? , Check out this meal!

• Conduct polls• Announce Store

Events and Promotions

TWITTER

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3 Billion video views per day• Leverage video

content• Present videos in

user friendly manner

• Google loves YouTube

• Increase visibility of videos

• Garner greater influence of brand

YOUTUBE

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INCREASE MILLENIAL CUSTOMER BASE

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Create boards• Recipes• Prepared Food• Creative

Entertaining• Healthy Eating

PINTEREST

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Hangouts • Up to 10 people can

be in a video “hang out” or conference.

• We can reward our best Influencers or social participants with the celebrity Chef Q&A.

• Invite people to watch “Hang out”

GOOGLE+

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PROMOTE HOME DELIVERY SERVICE

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Simple blogging site• Home delivery

coupons• Promote store pick-

up• Weekly Specials

TUMBLR.

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TOUT

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15 second videos• Post from mobile

device• Promote Home

delivery• Customer

testimonials• Picker Testimonials• Driver Testimonials• Promote Store

pick-up

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PROMOTE CREATIVE ENTERTAINING

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Create Photo Sets• Leverage existing

content• Creative Entertaining• Prepared Foods• Recipes• Push to Facebook

FLICKR

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1970’s style photos in Square format• Creative

Entertaining• Prepared Foods• Recipes• Push to Twitter

INSTAGRAM

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T B E U S E D

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PROMOTE WESTBORO LOCATION

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Location-based visual guide to good food and where to find it• Leverage existing

content• Create a Guide

(menu) for prepared food

• Create a Guide (menu) for Creative Entertaining

• Accessible via mobile

FOODSPOTTING

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Location-based social networking website for mobile • Loyalty programs

(like digital punch card)

• Check-in rewards• Mayor Specials• Swarms• Amex Rewards

FOURSQUARE

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• Prioritize based on greatest RIO• Establish budget• Align with promotion, events, etc.• Timeline implementation • Optimize Website• Gather existing content• Populate sites• Engage your customers• Cultivate Raving Fans

NEXT STEPS

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B R A N D I N GI N T E R A C T I V ES O C I A L M E D I A

1 5 1 W o r c e s t e r S t r e e tF i r s t F l o o rN o r t h G r a f t o n , M a 0 1 5 3 6

8 8 8 . 7 6 4 . 6 1 7 1i d e a s @ b e r g e r o n c r e a t i v e . c o mw w w . b e r g e r o n c r e a t i v e . c o m