Strategies Used By Grocery Stores in the US on Social Media

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HOW GROCERY BRANDS IN THE US ARE FILLING THE AISLES Using Innovative Social Media Strategies

SO

SOCIAL MEDIA BENCHMARKING COMPANY

We monitor and analyze the daily activity on the social media outposts of over 11,000 brands in 33 sectors across Facebook, Twitter, YouTube and Pinterest.

Our clients use Unmetric to analyze competitors, benchmark their performance, and compete intelligently.

FOR BRANDS

THE

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ANALYSIS OF

BRANDS ON FACEBOOK

Time Period: August 2013

Facebook – An Overview

UNMETRIC SCORE FOR FACEBOOK

Brand Name Unmetric Score

Walmart 78

Target 63

Publix 34

Costco 29

Sam’s Club 26

Kroger 26

Whole Foods Market 25

ALDI USA 24

Meijer 24

The Unmetric Score is a unique sector based social media score that takes in to account various metrics, weighted and balanced to produce a single benchmarkable score.

http://unmetric.com/

Brand Name

Audience Engagement Community

Total Fans Fan Growth Admin Posts Engagement Fan Posts No of Fan Posts

Admin Responded

Walmart 32,180,032 4.26% 292 30 3949 1884

Target 22,022,292 0.64% 64 34 2149 682

Publix 1,809,572 3.06% 52 71 677 491

Sam’s Club 1,922,295 8.48% 64 16 232 170

Meijer 1,079,971 1.7% 93 37 552 178

Costco 1,011,597 3.8% 34 28 634 82

ALDI USA 550,639 3.95% 60 41 562 214

Kroger 583,270 5.83% 41 43 840 136

Whole Foods Market

1,390,741 1.29% 54 26 0 0

Notable Brands & Metrics on Facebook

The Engagement Score is calculated based on the number of Likes, Comments, Shares and Estimated Impressions each post gets. It enables easy comparison regardless of fan numbers.


Facebook – An Overview

BEST CAMPAIGNS OF THE MONTH (Amongst these brands)

1. Walmart- #DuckDynasty

2. Target- #GiveWithTarget

3. Kroger- #FreeFridayDownload


Walmart

The post on below on Walmart’s #DuckDynasty promotion was their most engaging post in August. It also received the highest number of likes and shares.

Walmart saw an engagement alert after the post and the “Number Talking About” grew by 7.5%. Walmart also posted

294 times, which is the highest amongst these brands.


Walmart

After reviewing Walmart’s content strategy, we found that posts under the category of “Others” saw the most engagement.

An example of a post under the “Others” category is above. The majority of posts under this category are human

interest stories.


Target

The #GivewithTarget Campaign, where you vote for a school that will receive funds from Target, was used 9 times during the period analyzed.

Posts revolving around CSR engaged the best


Kroger

The #FreeFridayDownload was used by Kroger for promotions.

The posts on Free Friday Download received the highest engagement in August. Kroger’s average engagement score for

the month analyzed was 33.


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ANALYSIS OF

BRANDS ON TWITTER


Twitter – An Overview

UNMETRIC SCORE FOR TWITTER



@WholeFoods 86

@Target 66

@Walmart 65

@Wegmans 34

@kroger 32

@SamsClub 32

@Safeway 26

@meijer 26

@AlbertsonsMkt 24


Notable Brands & Metrics on Twitter

Brand Name Total Followers Followers

Growth Rate Number of

Tweets Replies

Average Response Time

Number of Proactive Tweets

@WholeFoods 3,504,238 1.07% 4,595 4,147 80 430

@Target 755,955 3.63% 343 234 81 84

@Walmart 362,597 3.27% 8,764 8420 36 300

@Wegmans 59,467 2.43% 875 771 444 99

@kroger 37,028 12.04% 143 63 416 79

@SamsClub 43,029 8.75% 332 240 168 91

@Safeway 31,142 2.13% 484 431 1008 53

@meijer 23,446 2.67% 432 255 629 120

@AlbertsonsMkt 691 -1% 6 1 46 5

Average Response Time is the amount of time it takes for the brand to reply to a tweet and is formatted to minutes.


Twitter – An Overview

BEST CAMPAIGNS OF THE MONTH (Amongst these brands)

1. Wholefoods- #WFMdish

2. Meijer- #meijermania


Whole Foods Whole Foods used the hashtag #WFMdish to promote recipes and the

medicinal properties of food.

#WFMdish was the most used hashtag. It was used 402 times by the brand and 2,168 times by users


Whole foods

Total Tweets 4595

Proactive Tweets 430

Re-Tweets 18

Replies 4175

Out of 430 Proactive tweets, 402 contained the hashtag #WFMdish, which shows how important this hashtag was to Whole Foods’

content strategy.


Meijer #meijermania was the hashtag used to promote an event conducted at a Meijer

store. Meijer had a partnership with the University of Michigan for this campaign.

#meijermania was the most used hashtag. It was used 51 times by the brand and 42 times by users.


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ANALYSIS OF

BRANDS ON YOUTUBE


YouTube – An Overview

UNMETRIC SCORE FOR YOUTUBE


Target 52

Whole Foods 37

Walmart 36

Publix 21

Costco 17

Meijer 15

Kroger 11



Notable Brands & Metrics on YouTube

Brand Name Total Views Views Growth Number of Subscribers

Subscribers Growth

New Uploads

Target 7,789,131 9.55% 16,085 9.5% 29

Whole Foods 6,676,813 4.38% 10,121 4.4% 6

Walmart 7,085,917 21.43% 7,304 21.4% 45

Publix 1,322,694 4.85% 2,626 4.8% 3

Costco 806,683 5.52% 584 5.5% 27

Meijer 234,341 12.2% 403 12.2% 5

Kroger 16,232 -35.33% 145 -35.33% 0


YouTube – An Overview

TOP VIDEOS OF THE MONTH (Amongst these brands)

1. Target- Spidey Boy 2. Walmart- Smack Talk “ Madden 25”


Target Spidey Boy

The “Spidey Boy” video is Target’s top video of the month. The Channel also contains plenty

more super hero themed videos

The video has a view growth rate of 25% for the months of August and

1,395,401 views in total.


Walmart Smack Talk: Madden 25

“Smack Talk: Madden 25” was the top video on the Walmart

Channel for the month of August.

Walmart has uploaded the most videos on YouTube for the month of August. They uploaded a total of 45 videos, which is an average of 1 or 2

videos per day


ANALYSIS OF

BRANDS ON PINTEREST


Pinterest – An Overview

UNMETRIC SCORE FOR PINTREST


Whole Foods 61

Target 51

Walmart 27

Meijer 18

ALDI USA 14

Kroger 12



Pinterest– An Overview

Top Pinned Boards (Amongst these brands)

1. Whole Foods- Eat Your Veggies

2. Target- Target Style

3. Walmart- Back to School snack ideas


Whole Foods Market Eat Your Veggies


Target Target Style


Walmart Back to School Snack Ideas


Strategies Used By Grocery Stores in the US on Social Media

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