Roche Bros. Supermarket Social Media
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SOCIAL MEDIA: TODAY’S WORD OF MOUTH
ROCHE BROS. SUPERMARKETS
1 FEBRUARY 2012
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T H E I D E A S C O N T A
I N E D I N
T H I S P R E S EN T A T I
O N C A N N O
T B E U S E D
W I T H OU T
W R I T TE N
P E R M IS S I O N .
BERGERON BY THE NUMBERS
C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .
ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 2
20 YEARSBergeron Creative founded in 1991
24/7 CREATORS7 team members each with over 24 years experience
3 CAPABILITIES Branding, interactive and social media
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T H E I D E A S C O N T A
I N E D I N
T H I S P R E S EN T A T I
O N C A N N O
T B E U S E D
W I T H OU T
W R I T TE N
P E R M IS S I O N .
ROCHE BROS. SOCIAL MEDIA PRESENTATION
C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .
ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 3
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T H E I D E A S C O N T A
I N E D I N
T H I S P R E S EN T A T I
O N C A N N O
T B E U S E D
W I T H OU T
W R I T TE N
P E R M IS S I O N .
FACEBOOK BY THE NUMBERS
C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .
ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 4
800,000,000People on Facebook
500,000,000 People using Facebook Apps
350,000,000People accessing Facebook via mobile
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T H E I D E A S C O N T A
I N E D I N
T H I S P R E S EN T A T I
O N C A N N O
T B E U S E D
W I T H OU T
W R I T TE N
P E R M IS S I O N .
TWITTER BY THE NUMBERS
300,000,000People on Twitter
100,000,000+ Businesses on Twitter
250,000,000+Business Tweets per day
C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .
ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 5
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T H E I D E A S C O N T A
I N E D I N
T H I S P R E S EN T A T I
O N C A N N O
T B E U S E D
W I T H OU T
W R I T TE N
P E R M IS S I O N .
YOUTUBE BY THE NUMBERS
800,000,000Visitors to YouTube each month
3,000,000,000 Video views per day
400,000,000Mobile video views per day
C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .
ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 6
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T H E I D E A S C O N T A
I N E D I N
T H I S P R E S EN T A T I
O N C A N N O
T B E U S E D
W I T H OU T
W R I T TE N
P E R M IS S I O N .
CONSUMERS CONTROL MARKETING
C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .
ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 7
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T H E I D E A S C O N T A
I N E D I N
T H I S P R E S EN T A T I
O N C A N N O
T B E U S E D
W I T H OU T
W R I T TE N
P E R M IS S I O N .
92%
WHO TRUSTS YOU?
C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .
Percentage of shoppers more confident with info online vs. from a salesclerk
ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 8
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T H E I D E A S C O N T A
I N E D I N
T H I S P R E S EN T A T I
O N C A N N O
T B E U S E D
W I T H OU T
W R I T TE N
P E R M IS S I O N .
90%
WHO LOVES YOU?
C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .
ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 9
Percentage of brand touchpoints nowgenerated by consumers
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T H E I D E A S C O N T A
I N E D I N
T H I S P R E S EN T A T I
O N C A N N O
T B E U S E D
W I T H OU T
W R I T TE N
P E R M IS S I O N .
75%
WHO TRUSTS YOU?
C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .
ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 10
Percentage of consumers that don’tbelieve advertisements tell the truth
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T H E I D E A S C O N T A
I N E D I N
T H I S P R E S EN T A T I
O N C A N N O
T B E U S E D
W I T H OU T
W R I T TE N
P E R M IS S I O N .
53%
WHO LOVES YOU?
C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .
ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 11
By 2014, total percentage of retail sales affected by the Internet
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T H E I D E A S C O N T A
I N E D I N
T H I S P R E S EN T A T I
O N C A N N O
T B E U S E D
W I T H OU T
W R I T TE N
P E R M IS S I O N .
BUILDING LOYALTY WITH RAVING FANS
C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .
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T H E I D E A S C O N T A
I N E D I N
T H I S P R E S EN T A T I
O N C A N N O
T B E U S E D
W I T H OU T
W R I T TE N
P E R M IS S I O N .
SOCIAL MEDIA: BIGGER THAN YOU THINK
C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .
ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 13
53%Social networking growth among users aged 55-64 between 2009 and 2010
BABY BOOMERS1946 –1964
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T H E I D E A S C O N T A
I N E D I N
T H I S P R E S EN T A T I
O N C A N N O
T B E U S E D
W I T H OU T
W R I T TE N
P E R M IS S I O N .
SOCIAL MEDIA: BIGGER THAN YOU THINK
C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .
ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 14
79%Percentage of users aged 31-46on social networking sites in 2011
GENERATION X1965 –1980
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T H E I D E A S C O N T A
I N E D I N
T H I S P R E S EN T A T I
O N C A N N O
T B E U S E D
W I T H OU T
W R I T TE N
P E R M IS S I O N .
SOCIAL MEDIA: BIGGER THAN YOU THINK
C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .
ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 15
81%Use Facebook every day, double the amount they watch TV or read newspapers
MILLENIALS1981-1999
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T H E I D E A S C O N T A
I N E D I N
T H I S P R E S EN T A T I
O N C A N N O
T B E U S E D
W I T H OU T
W R I T TE N
P E R M IS S I O N .
SOCIAL MEDIA: BIGGER THAN YOU THINK
C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .
ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 16
91%Users aged 14-30 make their Facebook Places and Foursquare check-ins public
MILLENIALS
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T H E I D E A S C O N T A
I N E D I N
T H I S P R E S EN T A T I
O N C A N N O
T B E U S E D
W I T H OU T
W R I T TE N
P E R M IS S I O N .
THE YEAR MILLENIALS SURPASSED BOOMERS IN THE WORKFORCE.
C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .
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T H E I D E A S C O N T A
I N E D I N
T H I S P R E S EN T A T I
O N C A N N O
T B E U S E D
W I T H OU T
W R I T TE N
P E R M IS S I O N .
PEOPLE ARE THE MEDIA
C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .
ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 18
80%
Via socialmedia people share• New foods• Interesting
foods• New recipes• Places to find
these foods or the needed ingredients
Percentage of people who daily don’t know what’s for dinner, even as 4pm approaches
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T H E I D E A S C O N T A
I N E D I N
T H I S P R E S EN T A T I
O N C A N N O
T B E U S E D
W I T H OU T
W R I T TE N
P E R M IS S I O N .
TYPES OF SOCIAL MEDIA BUZZ
C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .
ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 19
• Complaints• Compliments• Product usage experiences • Recommendations• Suggestions• Comparisons• Purchase intention/buying behavior• Switching behavior
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T H E I D E A S C O N T A
I N E D I N
T H I S P R E S EN T A T I
O N C A N N O
T B E U S E D
W I T H OU T
W R I T TE N
P E R M IS S I O N .
ROCHE BROS. SOCIAL MEDIA STRATEGY
C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .
ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 20
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T H E I D E A S C O N T A
I N E D I N
T H I S P R E S EN T A T I
O N C A N N O
T B E U S E D
W I T H OU T
W R I T TE N
P E R M IS S I O N .
YOUR WEBSITE IS THE HUB
C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .
ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 21
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T H E I D E A S C O N T A
I N E D I N
T H I S P R E S EN T A T I
O N C A N N O
T B E U S E D
W I T H OU T
W R I T TE N
P E R M IS S I O N .
REBRANDED TO REFLECT FEEL OF STORES
C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .
ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 22
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T H E I D E A S C O N T A
I N E D I N
T H I S P R E S EN T A T I
O N C A N N O
T B E U S E D
W I T H OU T
W R I T TE N
P E R M IS S I O N .
REBRANDED TO REFLECT FEEL OF STORES
C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .
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T H E I D E A S C O N T A
I N E D I N
T H I S P R E S EN T A T I
O N C A N N O
T B E U S E D
W I T H OU T
W R I T TE N
P E R M IS S I O N .
ROCHE BROS. CORE SOCIAL MEDIA SITES
C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .
ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 24
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T H E I D E A S C O N T A
I N E D I N
T H I S P R E S EN T A T I
O N C A N N O
T B E U S E D
W I T H OU T
W R I T TE N
P E R M IS S I O N .
Microsite• Landing Pages• Leverage existing
content• Import Twitter,
Flickr, YouTube• Use coupons to
promote Home Delivery
• Weekly Specials• Announce Store
Events and Promotions
• Conduct polls
C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .
ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 25
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T H E I D E A S C O N T A
I N E D I N
T H I S P R E S EN T A T I
O N C A N N O
T B E U S E D
W I T H OU T
W R I T TE N
P E R M IS S I O N .
Two way conversation• Respond to Tweet
about Roche Bros.• Find your
Influencers and Earlyvangelists
• Twitter Chats• Avoiding gluten?,
Looking for something healthy? , Check out this meal!
• Conduct polls• Announce Store
Events and Promotions
C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .
ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 26
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T H E I D E A S C O N T A
I N E D I N
T H I S P R E S EN T A T I
O N C A N N O
T B E U S E D
W I T H OU T
W R I T TE N
P E R M IS S I O N .
3 Billion video views per day• Leverage video
content• Present videos in
user friendly manner
• Google loves YouTube
• Increase visibility of videos
• Garner greater influence of brand
YOUTUBE
C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .
ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 27
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T H E I D E A S C O N T A
I N E D I N
T H I S P R E S EN T A T I
O N C A N N O
T B E U S E D
W I T H OU T
W R I T TE N
P E R M IS S I O N .
INCREASE MILLENIAL CUSTOMER BASE
C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .
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T H E I D E A S C O N T A
I N E D I N
T H I S P R E S EN T A T I
O N C A N N O
T B E U S E D
W I T H OU T
W R I T TE N
P E R M IS S I O N .
Create boards• Recipes• Prepared Food• Creative
Entertaining• Healthy Eating
C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .
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T H E I D E A S C O N T A
I N E D I N
T H I S P R E S EN T A T I
O N C A N N O
T B E U S E D
W I T H OU T
W R I T TE N
P E R M IS S I O N .
Hangouts • Up to 10 people can
be in a video “hang out” or conference.
• We can reward our best Influencers or social participants with the celebrity Chef Q&A.
• Invite people to watch “Hang out”
GOOGLE+
C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .
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T H E I D E A S C O N T A
I N E D I N
T H I S P R E S EN T A T I
O N C A N N O
T B E U S E D
W I T H OU T
W R I T TE N
P E R M IS S I O N .
PROMOTE HOME DELIVERY SERVICE
C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .
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T H E I D E A S C O N T A
I N E D I N
T H I S P R E S EN T A T I
O N C A N N O
T B E U S E D
W I T H OU T
W R I T TE N
P E R M IS S I O N .
Simple blogging site• Home delivery
coupons• Promote store pick-
up• Weekly Specials
TUMBLR.
C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .
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T H E I D E A S C O N T A
I N E D I N
T H I S P R E S EN T A T I
O N C A N N O
T B E U S E D
W I T H OU T
W R I T TE N
P E R M IS S I O N .
TOUT
C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .
ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 33
15 second videos• Post from mobile
device• Promote Home
delivery• Customer
testimonials• Picker Testimonials• Driver Testimonials• Promote Store
pick-up
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T H E I D E A S C O N T A
I N E D I N
T H I S P R E S EN T A T I
O N C A N N O
T B E U S E D
W I T H OU T
W R I T TE N
P E R M IS S I O N .
PROMOTE CREATIVE ENTERTAINING
C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .
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T H E I D E A S C O N T A
I N E D I N
T H I S P R E S EN T A T I
O N C A N N O
T B E U S E D
W I T H OU T
W R I T TE N
P E R M IS S I O N .
Create Photo Sets• Leverage existing
content• Creative Entertaining• Prepared Foods• Recipes• Push to Facebook
FLICKR
C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .
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T H E I D E A S C O N T A
I N E D I N
T H I S P R E S EN T A T I
O N C A N N O
T B E U S E D
W I T H OU T
W R I T TE N
P E R M IS S I O N .
1970’s style photos in Square format• Creative
Entertaining• Prepared Foods• Recipes• Push to Twitter
C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .
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T H E I D E A S C O N T A
I N E D I N
T H I S P R E S EN T A T I
O N C A N N O
T B E U S E D
W I T H OU T
W R I T TE N
P E R M IS S I O N .
PROMOTE WESTBORO LOCATION
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T H E I D E A S C O N T A
I N E D I N
T H I S P R E S EN T A T I
O N C A N N O
T B E U S E D
W I T H OU T
W R I T TE N
P E R M IS S I O N .
Location-based visual guide to good food and where to find it• Leverage existing
content• Create a Guide
(menu) for prepared food
• Create a Guide (menu) for Creative Entertaining
• Accessible via mobile
FOODSPOTTING
ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 38C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .
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T H E I D E A S C O N T A
I N E D I N
T H I S P R E S EN T A T I
O N C A N N O
T B E U S E D
W I T H OU T
W R I T TE N
P E R M IS S I O N .
Location-based social networking website for mobile • Loyalty programs
(like digital punch card)
• Check-in rewards• Mayor Specials• Swarms• Amex Rewards
FOURSQUARE
ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 39C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .
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T H E I D E A S C O N T A
I N E D I N
T H I S P R E S EN T A T I
O N C A N N O
T B E U S E D
W I T H OU T
W R I T TE N
P E R M IS S I O N .
• Prioritize based on greatest RIO• Establish budget• Align with promotion, events, etc.• Timeline implementation • Optimize Website• Gather existing content• Populate sites• Engage your customers• Cultivate Raving Fans
NEXT STEPS
C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .
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B R A N D I N GI N T E R A C T I V ES O C I A L M E D I A
1 5 1 W o r c e s t e r S t r e e tF i r s t F l o o rN o r t h G r a f t o n , M a 0 1 5 3 6
8 8 8 . 7 6 4 . 6 1 7 1i d e a s @ b e r g e r o n c r e a t i v e . c o mw w w . b e r g e r o n c r e a t i v e . c o m