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Copy of how to grow business & community with social media

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Amy Saxton

on 3 March 2015

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Transcript of Copy of how to grow business & community with social media

Instagram is an online photo-sharing, video-sharing and social networking service that enables its users to take pictures and videos, apply digital filters to them, and share them on a variety of social networking services, such as Facebook and Twitter.

how to grow business & community with social media
Simple -Localized Strategy

We want our stores to be an integral part of the communities they serve. Social media should serve as the digital extension of our community and supplier relationships, customer service and Core Values.
Social Media is a relationship. And relationships require TIME, ATTENTION and MORE THAN ONE PERSON.

What's the perfect mix for online content?

75% of all social users are on Facebook. It's our most active social platform for the Mid-Atlantic.

When creating a Facebook post, consider why do people shop at Whole Foods Market?
Incredible Products
Unparalleled Quality Standards
Team Members, Team Members, Team Members!

Let's Look at Examples!
SO... What's TWITTER?
Twitter is a free social networking microblogging service that allows registered members to broadcast short posts called tweets.
Tweets, which may include hyperlinks, are limited to 140 characters
They are permanent, they are searchable and they are public. Anyone can search tweets on Twitter, whether they are a member or not.

Social media is the collective of online communications channels dedicated to community-based input, interaction and collaboration.

70% of the world's online population uses social media!

How does Whole Foods Market use social media locally and on the brand level?

But what does this mean?

It means you don't always have to be selling things!

let the team members and products inform the customers!
Remember before when i said you don't always have to sell something?

it's true!

celebrate your team members, community or just have fun!

they're called facebook friends for a reason!
what is social media?
Secret to our success?
Content is the Core!
how do our customers use twitter?
Our Twitter followers tend to engage with the stores as an extension of Customer Service. Both good and bad...
don't make your feed just a sales Feed
But how do you keep up?
set the customer's expectations!
hours of operations
like facebook, instagram posts should be a celebration of what's great about whole foods market! so less...
sales flyer and more...
local suppliers!
team members!
So what makes a good post??


Here's a quick guide to shooting events, supplier profiles and food!
event photography!
what should you focus on?
show the crowd!
show people's happy faces (and not just team members)!
show the event subject!
check presentation!
we sell great food - let's show it off!
natural light is your friend!
Find a nearby window to stage your shot!
shoot directly from above and from the side!
know what not to shoot!

Casseroles, sausage, gratins and grits are way better to eat than to look at!
let's talk about photographing team members!
your first priority is to see the Team Member's face!
position them where you want them!
take 'em outside! natural light is your friend!
take lots of photos!
wait - what about video?

Keep it short! no more than 20 seconds!

identify your point of action ahead of time!

Take some of the drawbacks of using an ipod touch out of the equation:
tools of the trade?
what will we need to succeed?
what tools does your store have?
ipod touch? ipad? iphone?

these devices can take high quality photos and videos that are perfect for in-store and online usage!

don't believe us? Check this out!
this apple commercial was shot entirely on iphones!
equipment and team support!

do you have a good eye?
are you a photographer on the side?
are you an aspiring filmmaker?
passionate about social media?

talk to your marketing team leader about how you can help contribute to the digital voice for your store!


wait, what's this?
It's a Hashtag!
a hashtag is a word or phrase preceded by a hash or pound sign (#) and used to identify messages on a specific topic.

Used on all social media channels - but most prevalent on twitter & Instagram!
Popular hashtags:
#vegan #cleaneating
#foodPorn #Localfood
Remember, you shouldn't get on social media channels just to comply with trends.
Amy saxton - Social media marketing manager amy.saxton@wholefoods.com

photography tips courtesy of:
Kate Medley: multimedia communications specialist from the south
christina nuzzo: lifemosaicphotography.com
EDIT: we recommend 4-6 tweets per day
EDIT: we recommend 2-3 posts per day
choose a plain background that doesn't draw focus from the food!

-Produce bins, crates,
pallets, floors (!), cookie
sheets, cutting boards,
butcher paper and distressed wood tables make great backdrops!

-Smash berries - play
with the food!

-Sprinkle flour, zest,
sugar, herbs, etc.
-Don't use a flash!

-Move around to
find the light in your

-Shoot in indirect
Play with your food: slice the oranges, sprinkle zest, include the zester!
Show Team Members' hands picking
up product. Shoot from all different
If you must shoot these items, sprinkle some parsley or another herb to add some color, texture and interest!
This photo does a great job of higlighting a Whole Body sale without focusing in on a sale sign. Position TMs in front of/interacting with product(s) for added visual interest!
The lighting in our stores can be tricky. If you can't move a TM into natural light (aka by a window), identify 2-3 spots in the store that have decent lighting. Ask TMs to remove hats or tip them up to avoid hat shadows on their face.
Bring Team Members outside. Produce and floral displays scream SEASONAL and make great backdrops!
Remember to get a verbal "okay" from customers to share on your social channels. No written waiver required, but you must receive verbal confirmation!
celebrate your ccPs!
a picture is worth 1,000 words, and this screams: made in house!
show 'em how we support our communities!
Great view from your store? pretty sunset? beloved community park? snap a photo and share!
Full transcript