Project for: University of California, Berkeley - Marketing Certificate Social Media Marketing Strategies Instructor: Michael Brito

1. SOCIAL BUSINESS STRATEGY
Social Media Marketing Strategies at UC Berkeley Extension - Instructor Michael Brito - May 2014

2. TEAM
2
Alicia Eagan
@dubscout3
Amrita Damani
@amrita_damani
Andressa Grams
@andgrams
Felix Orwa
@felorwa
Juliano Dellaméa
@juliano_azzi
Mrina Natarajan
@MrinaHi5
Mohamed Abdalgadir
@medicalsupplier
Natânia Leite
@natanianatania
PROJECT SCENARIO Social media consultants advising TJ's on their content strategy.

3. COMPANY OVERVIEW
3
CULTURE AND HISTORY
• Established 1958 in South California
• Over 400 stores nationwide.
• The culture of the nature
WHY TRADER JOE’S STAND OUT?
• Community focus
• Customer services
• Different unique food products
• Less SKU
• Compact & Small store size
MEDIA COMPANY
• Paid,owned and earned media
• Writing a content for Trader Joe’s
• Changes in consumers buying behavior challenge
Paul, Castro Valley store manager.
Picture by Mohamed Abdalgadir
BI.RITE at 18th St. San Francisco
Picture by Mohamed Abdalgadir

4. SOCIAL MEDIA PRESENCE
TODAY OFFICIAL
UNOFFICIAL
4
UNOFFICIAL
UNOFFICIAL
UNOFFICIAL
UNOFFICIAL

5. SOCIAL MEDIA PRESENCE
TODAY
• Brand without presence in social media;
• Private image;
• Business is at a crossroads.
5
CHALLENGES
THE NEED OF AN ACTIVE SOCIAL MEDIA PRESENCE
• Leverage positive brand influence;
• Earned Media;
• Control brand messaging;
• Handle crisis;
• Customer questions;
• Gain customer insights and product preferences.

6. STRATEGIC OBJECTIVE PURPOSE
6
CUSTOMER SERVICE
CUSTOMER LOYALTY,
BRAND RECOGNITION
MARKET INSIGHTS
Focus on customer service at the store level.
Listen and engage with what customers are saying
on a daily basis.
Influence and manage brand awareness. Drive
customer loyalty through campaigns.
Get market insights from social media research
(insights from the target audience via polls,
surveys, sentiment analysis, and analyze market
trends).
BENEFITS OF ENGAGING IN SOCIAL MEDIA SOCIAL BUSINESS

7. • 18-44
• Bourgeois Bohemians
• Urbanites
• Trendy
• Educated
• No class or racial tendencies, no age limits
• For 20’s, pricing is big deal
7
AUDIENCE DEMOGRAPHICS
TARGET

8. TONE OF VOICE
• Relaxed but not sloppy
• Inquisitive (Ex. asks audience questions about what they
are having for dinner)
• Informative (Let’s customer’s know about promotions)
• Humorous but not immature
8

9. BRAND CONTENT PILLARS
• Specials
• Discounts
• Giveaways
• New product
offerings
• Seasonal offerings
• New product
announcements
9
• Annual/quarterly
reports
• Job openings
• Brand heritage
stories
• Brand History
• Cultural story
• How TJ affects its
local community
and individual
customers
• Company awards
• Quick store videos
(newly opened or
remodeled store)
CONTENT GUIDES TO REACH AUDIENCE SOCIALLY
BRAND COMPANY PRODUCTS PROMOTION CUSTOMER STORIES LIFESTYLE
• Share and invite
the community to
contribute recipes
or videos
• In-store
testimonials from
actual staff and
customers
• Healthy lifestyle
tips
• Recipes (based or
not on TJ’s
organic, non-GMO
ingredients)

10. SOCIAL OUTREACH STRUCTURE
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Facebook Official page /TraderJoes
• General brand promotional, product posts, 3rd party content from popular fan Facebook
pages to build traction.
• At the top of the page, link to photos, link to TJ’s blog, highlight giveaways and specials
on the right side of the page.
Facebook Facebook groups /groups/TraderJoes
• Track users and engagement
• Email-gate groups for special interest topics like wine lovers, to get special deals, and
learn of new, quality offerings directly from exclusive vineyards.
Facebook Hashtags #TJs
#AskTJs
• Encourage followers to tag TJ’s photos and videos.
• Monitored by all community channel managers to forward to appropriate store
managers who can choose to participate in the social conversation.
Twitter Official Handle @TraderJoes General brand promotional, product posts, 3rd party content from the top Twitter
influencers.
Twitter 3 hashtags
#TJsWest
#TJsEast
#TJsSouth
!
Store-level engagement (campaigns, events, announcements, giveaways) for the regions.
Twitter
1 social contact/
customer service
hashtag
#AskTJs Monitored by all community channel managers to forward to appropriate store managers
who can choose to participate in the social conversation.
Instagram Official page @TraderJoes Post pictures and videos of best-selling products, recipes, new store spaces, community
events
Instagram Hashtag #TraderJoes
#TJs Encourage followers to tag TJs photos and videos.
Pinterest Official page /traderjoes
• Organize 10-15 boards.
• Each post should link back to the company website, blog, or Facebook page to like and
get coupons.
-A board each for best-selling products, healthy eating showcasing new products, seasonal
LinkedIn Existing official
company page company/TraderJoes
• Optimize the content for SEO, include company blog links.
• Use the blog feature to post company news related content.
• Optimize profiles of the top executives to feature brand messaging.
• Optimize the page to attract talent, post job openings, spread the word about TJ’s
heritage and unique brand history, and share company growth stories such as earnings.

11. CHANNELS
ENGAGING STRATEGICALLY IN SOCIAL PLATFORMS
BRAND COMPANY PRODUCTS PROMOTION CUSTOMER STORIES LIFESTYLE
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12. •
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•
•
•
•
•
CHANNELS DAILY SOCIAL FREQUENCY
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6am-9am 9am-11am 11am-3pm
1
1 1
1 2 2
3pm-5pm 5pm-7pm 7pm-10pm Buffer
1 1 1 1
1 1
1
1
1
1
1
Wednesdays
Avoid: Weekends
Mon-Thurs
Avoid: after 3pm Fri
Sunday most effective
Saturday morning
Avoid: late afternoon
During Work Hours
Avoid: Evenings
Before/After Business Hours Tues-Thurs
Avoid Monday and Friday
Mondays around 11am

13. EDITORIAL CALENDAR

14. Monthly theme: Summer Facebook/G+ Twitter Instagram Pinterest LinkedIn 3rd Party Blogs
Week of Jun 1
Weekly theme: Tropical Fruits #tropicalTJs
14
Sun, Jun 1, 14
• Link of blog post
about Mangos
• Recipe with mango
• Mango infos
• Links to other TJs
profiles
• Ask customers for
recipes with mango
• Pics of fruits been
picked from tree -
better if mango
• Create a pin board
named: “Tropical Fruits"
Mon, Jun 2, 14
• 10min orange
recipes with pics
• Orange infos
• Annoying orange
video
• Links from FB
content
• Challenge followers
to share recipes
within 140
characters
• Tropical fresh
fruits picture being
delivered to TJ
• Continue with board
"Tropical Fruits” pin fans
pic related to this topic
• Job
opportunities
• Post suggestion:
Why you can make
a Mango Lassi with
TJ mangos?
Tues, Jun 3, 14
• Pineapple day at
Trader Joe's!
• Recipes;
• Contest: fans pics
with pineapple
• Contest: fans pics
with pineapple
• New arrivals at
regional stores
• Contest: fans pics
with pineapple
• In-store produce
section pic with a
pineapple hidden
• Continue with board
"Tropical Fruits” pin fans
pic related to this topic
• Post suggestion:
Pineapple benefits
and recipes
Wed, Jun 4, 14 • 10min papaya
recipes;
• TJ quick facts
• Weds history day: TJ
facts; general
regional history
• #TJWedHistoryDay
regional pic and
history about the
store
• Continue with board
"Tropical Fruits” pin fans
pic related to this topic
• Store
Grand
Openings
• Post suggestion:
Papaya benefits
and recipes
Thus, Jun 5, 14
• Coconut water
recipes/drinks
• One recipe with a
fruit for each meal
• One recipe with a
fruit for each meal
• Links to other TJs
profiles
• Pic of a customer
buying fruits/
sampling in store
• Continue with board
"Tropical Fruits” pin fans
pic related to this topic
• Post suggestion:
Coconut benefits
and recipes
Fri, Jun 6, 14
• 10min Watermelon
recipes;
• Watermelon infos
• Team interview
• Team member
quick facts
• Links to other TJs
profiles
• Team member pic
• Link to interview
FB
• Continue with board
"Tropical Fruits” pin fans
pic related to this topic
• Post suggestion:
Watermelon
benefits and
recipes
Sat, Jun 7, 14 • Banana day!
• Recipes
• Facts
• How many bananas
do you usually eat
in a week?
• Picture of recipe
ready; tag your TJ
recipe
• "Tropical Fruits” pin fans
pic related to this topic
• Product
curiosity
• Post suggestion:
Banana benefits
and recipes

15. Trader Joe's
Who wants to join us?
CONTENT EXAMPLES
INTERNATIONAL PICNIC DAY
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Trader Joe's
It’s all about colors!
!
10 AWESOME FRUIT RECIPES:
!
http://bit.ly/1trader2joes
www.facebook.com/traderjoes

16. CONTENT EXAMPLES
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Trader Joe's
@TraderJoes
Challenge of the day: tweet us your favorite
dinner recipe in 140 characters! We’ll be RT our
favorites. #TropicalTJs
Trader Joe's
@TraderJoes
Congrats to Sophie Johnson, our store manager
at Santa Monica in CA #teamTJs for her
wedding. pic.twitter.com/JoES123Tra
www.twitter.com/traderjoes

17. 17
traderjoes #regram from our beautiful customer @stufmama. We love!
to be part of your date night! #TJsCustomers
traderjoes Have you ever tried our product of the week? #ProductTJs !
How do you usually use it?
CONTENT EXAMPLES
www.instagram.com/traderjoes

18. CONTENT EXAMPLES
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Trader Joe's
www.pinterest.com/traderjoes

19. CONTENT EXAMPLES
TODAY SUGGESTION
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Trader Joe’s Careers at Trader Joe’s
Why we're a great place to work !
traderjoes.com - “Great people, fun environment,
and a variety of tasks to keep it interesting. It's
also a great place to work if you need flexible
hours." John Smith employee since 2009. …
www.linkedin.com/traderjoes

20. CONTENT EXAMPLES
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3rd party blog post

21. METRICS
CUSTOMER CARE METRICS ENGAGEMENT METRICS
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NEW FOLLOWERS/FANS
RETWEETS/
COMMENTS
MENTIONS/TAGS
HASHTAGS MENTIONS
CLICK TO SITE / CTA
DIRECT MESSAGE
RESPONSE TIME
RESPONSE RATE
DAY/TIME TRENDS
TEAM & INDIVIDUAL
PERFORMANCE

22. MEASURING ROI FROM SOCIAL EFFORTS
SOCIAL MEDIA GOALS FOR THE FIRST TWO MONTHS
TYPE GOALS METRICS TOOLS
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FINANCIAL
!
Promotions
Drive 166k downloads and use of discount
codes (i.e. 25% of expected following on
Twitter + Facebook)
• Bit.ly
• Google Analytics
• Hootsuite
Cost Savings throughout
customer service
Use the Workflow to resolve service
requests:
• Twitter: >=75% replies on same day
• Facebook: 100% replies in 3 days
Hootsuite
NON
FINANCIAL
!
Reach
• Twitter: 100k
• Facebook: 564k
(Claim the Fan Page)
Increase reach by 5% each month • Twitalyzer
• TweetReach
• Twitter Counter
(Paid Premium
Version)
Share of Voice Social Authority (Use WholeFoods with Klout
score 86 as a benchmark)
• Klout;
• KissMetrics
Sentimental Analysis Part of live monitoring on what people are
saying about the brand - no specific metrics SEMrush
Engagement
• Twitter
• Facebook
• Retweets and favorites
• Comments, Shares and Likes
• Hootsuite; Twitalyzer
• Facebook Insights

23. COMMAND CENTER
Responsible for handling social media requests and posts. Escalate store specific issues
to store managers and follow set guidelines to anticipate and handle such requests.
23
Based on headquarters
responsible for rolling out the
editorial calendar, integrating
marketing campaigns with
social media efforts
Responsible for localizing
content plan by region and
local stores and sourcing
content
Responsible for sharing and
managing posts by region and
at the local store level
CUSTOMER
SERVICE
TEAM
3-5 COMMUNITY
MANAGERS
1 REGIONAL
COMMUNITY
MANAGER
1 REGIONAL
COMMUNITY
MANAGER
CUSTOMER
SERVICE
TEAM
CUSTOMER
SERVICE
TEAM
CUSTOMER
SERVICE
TEAM

24. CONVERGED MARKETING
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Central content repository
(like Celum, Bundle Post)
• Handles content acquisition and
curation centrally
• Disseminates at regular intervals to
various social channels regionally
• Includes all short and long form
content like blogs, videos, posts, and
photos.
• Integrates with social media
dashboards (like HootSuite),
Wordpress, RSS feeds, and so on.
Social and digital cross-pollination
• Cross link social channels on all
TJ’s digital properties like the
website, blog, campaign sites.
• Cross link social channels with
each other.
Integrated campaign marketing.
• Propagate and time TJ’s
campaigns and postings for
digital and social media
marketing efforts alike in sync
API-level hooks to social content.
• Feature local store-specific
content from social channels in
the website store locator--same
on Yelp, google maps.
• Include local store-based
campaigns, giveaways,
coupons, and special events.
ACROSS MEDIA

25. THANK YOU
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26. APPENDIX
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