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how to grow business & community with social media

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by

Matt Courtoy

on 27 May 2014

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Transcript of how to grow business & community with social media

instagram
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.

Making it available to South stores if you think your store and customers will support it!
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?




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

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!

ONE DAY SALE - TULIPS
53 LIKES!
2 Likes
0 comments
0 shares
182 likes, 26 shares and 9 comments

182 like, 26 shares, 10 comments!
No caption
In Post
72 likes, 2 shares, 6 comments

Sale message in photo!
WHAT ABOUT OUR QUALITY STANDARDS?
let the team members and products inform the customers!
81 likes!
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
HAVE SOME FUN...
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...
product!
local suppliers!
team members!
community!
So what makes a good post??

The PHOTO!

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!
food!
we sell great food - let's show it off!
natural light is your friend!
Find a nearby window to stage your shot!
choose a plain background that doesn't draw focus from the food!
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!
team members, events and food! what else?
highlight our local suppliers!
your first priority is to see the producer'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:
shake
audio
lighting
tools of the trade?
what will we need to succeed?
your store's ipod touch 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!
WANT TO GET INVOLVED?

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!

#questions?
#comments?
#fireaway

wait, what's this?
#BROOKLYN
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:
#TBT #FOODIE
#vegan #cleaneating
#foodPorn #Localfood
another great idea for social media content?
LOCAL SUPPLIER PROFILES!
more on these a little later!
Remember, you shouldn't get on social media channels just to comply with trends.
Matt Courtoy - Social & Digital Media Specialist matt.courtoy@wholefoods.com

Kate Medley - Multimedia Communications Specialist
kate.medley@wholefoods.com
Full transcript