publix vs. kroger- lauren glenn
TRANSCRIPT
Publix vs.
Kroger Lauren Glenn
Table of Contents
2
The Companies 3
The Target Markets 4
Mission Statements 5
Social Mention 6
Websites 7
Social Platforms 11
Facebook 12
Twitter 16
Instagram 20
Pinterest 24
YouTube 27
Google+ 31
Winner! 33
The Companies Publix • 85 Years of Business
• 1,106 Locations
• $30.56 Billion in Revenue Last Year
• Private/Employee Owned Company
Kroger • 132 Years of Business
• 2,625 Locations
• $108.5 Billion in Revenue Last Year
• Public Company
3
The Target Markets Publix Kroger
4
• Mothers with young children
• College students
• Stay at home wives
• Upperclass women
• Upperclass families
• College students
• Young mothers
• Middleclass women
• Middleclass families
*Target markets vary based on location
Mission Statements Publix
Kroger
Our mission at Publix is to be the premier quality food retailer in the world. To that end, we commit to be passionately focused on customer value, intolerant of waste, dedicated to the dignity, value and employment security of our associates, devoted to the highest standards of stewardship for our stockholders, and involved as responsible citizens in our communities.
Our mission is to be a leader in the distribution and merchandising of food, health, personal care, and related consumable products and services. By achieving this objective, we will satisfy our responsibilities to shareowners, associates, customers, suppliers, and the communities we serve.
5
Social Mention Numbers Publix Kroger
58% Strength
13:1 Sentiment
61% Passion
22% Reach
16 seconds avg. per mention Last mention 47 seconds ago 70 unique authors 17 retweets
47% Strength
20:1 Sentiment
68% Passion
15% Reach
14 seconds avg. per mention Last mention 38 seconds ago 50 unique authors 7 retweets
Publix Website
7
Publix has a beautiful, clean-‐cut website. The site is easy to navigate and well laid out. On their homepage they highlight “About Publix”, “Careers”, “Business”, and “Community”, all of which have drop down menus with individual points underneath them. Publix also has it’s social channel icons at the bottom of it’s homepage as well as “Awards”, “Sustainability”, and “Publix Gift Cards”. In my opinion, Publix has chosen great categories and icons to put on their homepage! However, I would suggest moving their social icons to the top of the page and adding their Instagram icon.
Publix Website
8
Kroger Website
9
Kroger’s website isn’t quite as visually appealing as Publix. There’s a lot going on. The website uses a lot of white space with a bright blue outline, drawing your attention in many different directions. The photos aren’t high quality or eye catching, and their highlights on their homepage don’t have drop down menus. They also don’t have social channel buttons on their homepage!! The one thing I do like about the website is the list of family brands at the bottom. But it’s somewhat disappointing that such a big company could have such a poor website. I would suggest that Kroger overhaul their website all together and start from scratch.
Kroger Website
10
Social Platforms
² Facebook ² Twitter ² Instagram ² Pinterest ² YouTube ² Google+
11
Publix Facebook Publix is very active on their Facebook page. They go above and beyond to make their page stand out. Publix posts on their page multiple times a day. They have a variety of posts including cute videos, helpful tips, local farmers’ stories, fan food polls, new store highlights, recipes, charity videos, and more! They’ve also added a few extra tabs to their Facebook page including a “Sunday Dinners” tab and a “Publix Place” tab. They change their cover photo frequently, always making sure it’s relevant to the season. The only suggestion I have for Publix is that they run campaigns instead of just randomly posting a variety of unrelated content.
12
Publix Facebook
2,421,504 people like Publix on Facebook
13
Kroger Facebook Kroger is also very active on their Facebook page. They post multiple times a day and update their cover photo frequently. Their page has a variety of content including recipes, contests, career opportunities, and events. Kroger also runs great campaigns. They are currently running a “Sharing Courage” campaign that highlights Kroger employees who have had breast cancer, including pictures as well as videos of the survivors’ stories. Kroger is ending it’s campaign with a $3 million donation to breast cancer research. Kroger has really kicked the ball out of the park with their “Sharing Courage” campaign. However, Kroger still has some work to do. They have not added any extra tabs to their page and they don’t have any “typically replies in..” information. This is either because they don’t know about it or because they don’t respond quickly to their customers. I’m guessing it’s the latter.
14
Kroger Facebook
1,119,168 people like Kroger on Facebook
15
Publix Twitter Publix is also very active on their Twitter account. They use this platform for throwbacks, short videos, recipes, helpful tips, fun facts about produce and other products, as well as posts that drive back to their website. Their posts are consistent across their Facebook and Twitter platforms, however there is little content overlap. Publix Twitter content clearly demonstrates their knowledge of the platform. They create new content for their Twitter account that is congruent with their other social platforms. Publix posts multiple times a day on their Twitter account. I would suggest that Publix retweet their customers more often as well as implement social campaigns.
16
Publix Twitter
49,600 Tweets 185,000 Followers Joined in May 2008
@Publix
17
Kroger Twitter Kroger is fairly active on their Twitter account. They use their Twitter for recipes, charity highlights, retweeting their customers, and highlighting their current social media campaigns. Their posts are consistent across their Facebook and Twitter platforms, however there is a good amount of content overlap. I would suggest that Kroger work to create content that is unique to their Twitter followers and the Twitter platform. I would also suggest that they post 2-‐3 times a day. Right now they only post about once a day. However, I think it’s great that Kroger runs it’s social campaigns on Twitter and that they retweet their customers.
18
Kroger Twitter 13,500 Tweets
100,000 Followers Joined in April 2009
@kroger
19
Publix Instagram Publix is brand new to Instagram. They just made an account two weeks ago! But so far they’re doing a great job. Publix primarily uses their account for throwbacks, food photos, and produce photos. Their photos are artsy and original. Publix posts once every couple of days and their content is consistent with their other social platforms. However, there is little content overlap. Although Publix is a little late in creating an Instagram account, they are doing an excellent job appealing to their customers and keeping their content original and consistent with the social platform.
20
Publix Instagram 11 Posts
1, 512 Followers
21
Kroger Instagram Kroger does a great job with their Instagram. They post on their account daily and their content is consistent with their other social channels. However, there is little content overlap. Most of the Instagram content is speciaic to Instagram. Their pictures are artsy and creative, yet relevant to their stores, product lines, and social campaigns. Kroger’s Instagram content includes recipes, food photos, photos of customers, produce photos, and social campaign photos.
22
Kroger Instagram
254 Posts 7,310 Followers
23
Publix Pinterest
That’s right, Publix doesn’t have a Pinterest account! How crazy is that?
24
Kroger Pinterest Kroger does an excellent job with their Pinterest account! They have a variety of boards that include content related to holidays, their campaigns, crafts and DIY projects, home tips, recipes, and more. Kroger’s Pinterest has a good balance of content from their own website as well as content from other sites that their followers may enjoy. I love that Kroger includes Pinterest in their social campaigns. Their Pinterest content is consistent with their other social channels, however there is very little content overlap. Almost all of their Pinterest content is unique to that platform.
25
Kroger Pinterest
53 Boards
2,500 Pins
7,000 Followers
461 Following
26
Publix YouTube Publix has an awesome YouTube channel. They have a variety of playlists about their founders, recipes, Publix careers, community, and “going green”. Publix also runs video campaigns on their YouTube channel. Their most recent one is “Celebrating Life’s Moments” and I absolutely love it! Everyone can relate to the videos and they are very well made.
27
Publix YouTube
9 Playlists 7,462 Subscribers 5,372,085 Views
Joined in April 2006
28
Kroger YouTube Kroger does a good job with their YouTube channel as well. They have carried their campaigns over into their YouTube channel which is great! They’ve also started a campaign that is speciaic to their YouTube channel called “Sourced”, which shows where some of their products come from. However they really need to create more playlists and amp up their current playlists (3 of which only have 1 video in them).
29
Kroger YouTube
6 Playlists 747 Subscribers 150,941 Views
Joined in December 2005
30
Publix Google+
Publix could do some work on their Google+ platform. They have no photos or posts as well as very little contact information. They don’t have a tagline or an introduction, and they don’t even have their social platforms linked to their account. All of these are things that don’t take long to create but make a huge difference. Without these aspects, their Google+ page looks very bare. They do, however, have their YouTube channel connected to their page which is great.
1,617 Followers, 208,105 Views
31
Kroger Google+
629 Followers, 46,992 Views
Although Kroger s-ll needs to do some work on their Google+ page as well, they are ahead of Publix. Kroger has a few photos as well as a short tagline and introduc-on. Kroger has also linked its social media to it’s Google+ page and it updates its scrapbook photos occasionally. They also have their YouTube channel connected to their Google+ page.
32
Platform Winners Website
YouTube
Google+ 33
Overall Winner
34
KROGER! Kroger is the overall winner for their performance on Facebook, Instagram, Pinterest, and Google+. Kroger also has a great Twitter account, even though Publix Twitter is slightly better. My overall suggestion for Kroger would be to build a new website!!! I would also suggest they create innovative and interesting content for each of their individual platforms and keep content sharing across platforms to a minimum. Chances are if a customer follows you on one social channel, they follow you on all of them, and customers don’t want to see the same posts multiple times. I would also suggest that Kroger work to populate their YouTube channel and add more playlists. However, Kroger does an excellent job of running social campaigns across all their platforms. It gives their channels congruency and keeps their followers interested. Kroger also does a great job of posting consistently and frequently on all their social channels. And that’s why Kroger is the overall winner!
Close But No Cigar..
35
Publix Just because Publix isn’t the overall winner, doesn’t mean that they don’t do some great things on their social channels! Publix has an incredible website. It is very easy to navigate and it is clean-‐cut and visually appealing. Publix also does a great job with their Twitter account, creating new and interesting content and posting multiple times a day. Publix has some of the best commercials and video campaigns I have ever seen, which makes for a pretty awesome YouTube channel. The lack of social campaigns is the primary reason Publix lags behind Kroger. I would suggest that Publix run campaigns throughout the year across all social platforms with content unique to each platform. I would also suggest that they create a Pinterest account. Kroger is killing it with their Pinterest account, proving that it’s a good social platform for grocery stores. I believe that if Publix would run social media campaigns, create a Pinterest account, and simply update their Google+ account, they would be ahead of Kroger.