Walmart and Target show other grocery stores how it’s done on Facebook, while Meijer keeps it fresh on Twitter with some interesting campaigns. Kmart takes the throne as the King of YouTube with some hilarious and engaging videos while Whole foods is pinned on the top of the Pinterest Table.

1. Cover Photo
HOW GROCERY BRANDS IN
THE US ARE FILLING THE AISLES
Using Innovative Social Media Strategies

2. 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

3. SO
ANALYSIS OF
BRANDS ON
FACEBOOK
Time Period: August 2013

4. 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.

5. 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.

6. Facebook – An Overview
BEST CAMPAIGNS OF THE MONTH
(Amongst these brands)
1. Walmart- #DuckDynasty
2. Target- #GiveWithTarget
3. Kroger- #FreeFridayDownload

7. 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.

8. 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.

9. 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

10. 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.

11. SO
ANALYSIS OF
BRANDS ON
TWITTER
Time Period: August 2013

12. Twitter – An Overview
UNMETRIC SCORE FOR TWITTER
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.
Brand Name Unmetric Score
@WholeFoods 86
@Target 66
@Walmart 65
@Wegmans 34
@kroger 32
@SamsClub 32
@Safeway 26
@meijer 26
@AlbertsonsMkt 24

13. 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.

14. Twitter – An Overview
BEST CAMPAIGNS OF THE MONTH
(Amongst these brands)
1. Wholefoods- #WFMdish
2. Meijer- #meijermania

15. 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

16. 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.

17. 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.

18. SO
ANALYSIS OF
BRANDS ON
YOUTUBE
Time Period: August 2013

19. YouTube – An Overview
UNMETRIC SCORE FOR YOUTUBE
Brand Name Unmetric Score
Target 52
Whole Foods 37
Walmart 36
Publix 21
Costco 17
Meijer 15
Kroger 11
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.

20. 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

21. YouTube – An Overview
TOP VIDEOS OF THE MONTH
(Amongst these brands)
1. Target- Spidey Boy
2. Walmart- Smack Talk “ Madden 25”

22. 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.

23. 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

24. ANALYSIS OF
BRANDS ON
PINTEREST
Time Period: August 2013

25. Pinterest – An Overview
UNMETRIC SCORE FOR PINTREST
Brand Name Unmetric Score
Whole Foods 61
Target 51
Walmart 27
Meijer 18
ALDI USA 14
Kroger 12
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.

26. 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

27. Whole Foods Market
Eat Your Veggies

28. Target
Target Style

29. Walmart
Back to School Snack Ideas