Publix Super Market

Social Media Strategy By: Lauritzen Slowik

Feb. 19, 2017

Table of Contents 1. Executive Summary 2. Social Media Audit 3. Social Media

Objectives 4. Online Brand

Persona 5. Strategies and Tools 6. Timing and Key

Dates

7. Social Media Roles and Responsibilities

8. Social Media Policy 9. Critical Response

Plan10. Measurement and

Reporting Results

Executive Summary Public Super Markets Inc., is a well-known grocery chain throughout the southeast of the United States and is a leading business in the retail industry. Our main goal is to increase the already loyal customer following Publix has online and have social media contest on order to be successful. The main objective will be on increasing the traffic and interaction on social media to engage with customers. The two main strategies that will be implemented are:1. Plan to add social media contests to online profiles to

engage with customers2. Encourage employees to participate as well and spread

the word to their family and friends

Social Media Audit The following is an audit of Publix Super Markets Inc. social media.

This includes: social platforms, traffic on website, demographics and competitor analysis

Social Media Assessment Data as of February 19, 2017

Social Network

URL Follower Count

Average Weekly Activity

Average Engagement Rate

Facebook facebook.com/publix/

2,591,859

10-15 ppw

4%

Twitter twitter.com/Publix

228,000 15-20 ppw

1.5%

Instagram instagram.com/publix/?hl=en

73,100 5 ppw 6%

LinkedIn linkedin.com/company-beta/7242/

69,797 1-3 ppw 1.5%

Social Media Assessment Most interactions occur on Facebook, with

Instagram closely behind. The contest should really be pushed through these channels

Website Traffic Sources Assessment

Source Volume Percentage of Overall Traffic

Conversion Rate

Facebook 4,000 unique visits

27% 3.1%

Twitter 1,000 unique visits

15% 2%

Instagram 800 unique visits

24% 2.3%

LinkedIn 300 unique visits

10% 1.5%

Traffic Summary Facebook, with closely following Instagram,

drives most traffic to the website.

Audience Demographic Assessment

Age Distribution

Gender Distribution

Primary Social Network

Secondary Social Network

Primary Need

Secondary Need

21% 18-3026% 31-4018% 41-5513% 56-80

53% female

47% male

50% Facebook30% Instagram20% Twitter

15% Facebook10% LinkedIn

Looking at weekly sales, making grocery list

Ideas on what to cook that day

Audience Demographics Summary

A majority of respondent are in the 31-40 age group. Their primary social networks are Facebook and Instagram. Sales, grocery shopping and ideas are the main factors behind visitors. Further development on Facebook and Instagram contests.

Competitor Assessment Competitor Name

Social Media Profile

Strengths Weaknesses

Walmart Facebook Good content and interaction

Not many posts a week

Winn-Dixie Facebook Great variety of content: photos and videos

Only seem to be posting about what deals they offer that week

Kmart Facebook Relatable content

Posts the least out of the three

Competitor Assessment Summary

The competition could benefit from creating a better time schedule for their posts and increasing the content. Also, need to have constant high-quality, personal posts.

Online Brand Persona Adjective that describes brand:

Affordable Sustainable Involved (Community)

When interacting with customers: Friendly Resourceful Caring

Strategies and Tools Paid

Boost contest posts that reach a minimum of 100 people with 10 likes and 20 shares for the weekend

Owned Introduce the contests with #PublixCash since the prize will be coupons

and gift cards. Encourage employees to enter contests,, as well as their friends and families. Promote the hashtag across all social platforms and engage with participants by sharing on the company pages they have entered.

Earned Monitor Instagram and Twitter for keywords and terms: coupon,

grocery, recipes. Partner with a production company to film and create a commercial to

be aired on Television and posted to all social platforms Tools

Approved: HootSuite Rejected: N/A Existing Subscriptions: Adobe Creative Cloud 5.5

Timing and Key Dates Holiday Dates

St. Patrick’s Day Easter Sunday Earth Day Mother’s Day Independence Day Father’s Day Halloween Thanksgiving Christmas

Internal Dates N/A

Reporting Dates Will occur every 3 months – May, August and November

Social Media Roles and Responsibilities Marketing Director: Chelsea Toye Social Media Manager: Lauritzen Slowik Social Media Coordinator: Kim Stolz Supporting Social Media Team Members:

Commercial productions: Barry Newsome Ad placement: Joe Dickson

Social Media Policy As an employee and representative of Publix Super

Markets, I will follow these guidelines to ensure I demonstrate and execute ethically, with right practices.

Guidelines: Think/act ethically Listen to everyone Do not jump to conclusions Do not bad mouth the competition Have quality customer service Feel free to run a posts by us if you do not know if it

is okay or not Publix wants their social media to remain family-friendly and if an employee violates the social media policy – they can be suspended, or even terminated.

Critical Response Plan Situation: Inappropriate Instagram posted from company

account Action plan:

Once photo is seen Take a screenshot (on Mac: Command+Shift+3 or photo with

phone) Alert Lauritzen Slowik (social media manager), if not available

contact Chelsea Toye (Marketing Director) Lauritzen and Chelsea get together to assess the reach and plan Both develop follow up photo If media has photo, Chelsea will contact those people directly Look into what employee/s are responsible and the disciplinary

decision Pre-approved messaging:

This was not pre-approved in this situation

Measurement and Reporting Results Quantitative KPIs

Reporting period: 3 months Date as of May 19, 2017

Website Traffic Sources Assessment Timeframe: Monthly average, February 2017 to May 2017

Source Volume Percentage of Overall Traffic

Conversion Rate

Facebook 2000 unique visits + 13% growth

15% 2.5%

Instagram 1200 unique visits + 13% growth

10% 1.7%

Twitter 900 unique visits +6% growth

7% 0.8%

Social Network Data Timeframe as of May 19, 2017

Social Network

URL Follower Count

Average Weekly Activity

Engagement Rate

Facebook facebook.com/publix/

3,000,000 + 25% growth

20 ppw + 11% increase

6%

Twitter twitter.com/Publix

400,000 + 10% growth

20 ppw + 15% increase

7%

Instagram instagram.com/publix/?hl=en

100,000 +20% growth

7 ppw + 40% increase

Avg interactions=1000

LinkedIn linkedin.com/company-beta/7242/

80,000 + 5% growth

2 ppw + 1% increase

0.5%

#PublixCash Hashtag Performance Hashtag was mentioned 5000 times on

Instagram and 4000 times on Twitter Hashtag encourage more interaction

when published

Qualitative KPIs and Proposed Action Items Sentiment Analysis

There was mainly positive sentiment from participants including, likes, shares, etc.

Biggest negative sentiment is the other deals the competition offers

Proposed Action Continue with hashtag Consider adding additional hashtag