This is a project I did for my Social Media Management class at UF.

1. Whole Foods Social Media
Strategy
Andrew Haddad
June 4, 2018

2. Table of Contents
Executive Summary
Social Media Audit
Social Media Objectives
Online Brand Persona and
Voice
Strategies and Tools
Timing and Key Dates
Social Media Roles and
Responsibilities
Social Media Policy
Critical Response Plan
Measurement and Reporting
Results

3. Executive Summary
In 2018 we are focusing on creating more organic content
that can be shared by others throughout social media
platforms. We are trying to create more organic content
for people to share so that our brand and presence on
social media improves. Also, by customers/social media
followers sharing our organic content, it is easier to
interact and respond to them on all social media platforms.
In doing this, we are increasing traffic to our social media
pages and our actual stores.

4. Social Media Audit
Below is an audit of Whole Foods Market's presence on social media. The audit
includes a personal social media assessment and a competitors social media
assessment.
Social Media Assessment - As of March 1, 2018
Social Networks URL Follower Count Avg Weekly Activity Engagement Rate
Twitter: https://twitter.com/WholeFoods 4.8 million 10 1.2%
Facebook: https://www.facebook.com/WholeFoods/ 4.2 million 8 1/5%
Instagram: https://www.instagram.com/wholefoods/?hi+en 2.6 million 12 2.1%

5. Website Traffic Sources Assessment
Timeframe: Monthly average, June 1, 2018 to August 1, 2018
Source Volume Percent of overall traffic Conversion Rate
Twitter 20,000 unique visits 18% 3%
Facebook 42,000 unique visits 36% 5.5%
Instagram 48,000 unique visits 42% 7%

6. Audience Demographics
Age Distribution Gender Distribution Primary Social Network Secondary Social Network Primary Need Secondary Need
52% Male 52% Male 45% Twitter
10% - 18-24
48% Female 48% Female 30% Facebook
25% - 25-30 40% Facebook 25% Instagram
45% - 31-36 25% Instagram
20% - 37-41 35% Twitter
Buying healthy foods
from a store that
promote that kind of
lifestyle.
Being able to enjoy
where you shop
every time
entering a Whole
Foods.

7. Competitor Assessment
Competitor Social Media Profile Strengths Weaknesses
Fresh Market
Trader Joes
Lucky's Market
FB: The Fresh
Market
Instagram:
@thefreshmarket
Twitter:
@TheFreshMarket
Instagram:
@traderjoes
Instagram:
@luckysmarket
Interactive with
customers on all
social media.
They post
frequently.
Decent amount
of posts. Good
content. A good
bit of interaction.
Doing well on
social media for
a new and
growing
business.
The only issue is
they have a low
follower count.
Only around
38,000.
They don't use
any other social
media very well
other than
Instagram. They
don't have a
twitter account.
It is difficult for
them because
they are
relatively new.
Need to post
more content to
get their name
out there.

8. Social Media Objectives
Whole Foods Market is known as a higher-end grocery store. This year we are
finding creative ways to give discounts to shoppers and showing it on social
media. We decided to partner up with Amazon. Amazon Prime members who
shop at Whole Foods can save an extra 10% off on foods that have a yellow sign
on them throughout the store. If there is a blue sign, it is a special deal just for
the Amazon Prime member. We are using our social media outlets to promote this
as there are only 365 stores in the U.S. that have this option. We want to
increase our brand awareness and doing this will be a great start to that.
Some of the objectives for this include:
Making the video we created for this discount
deal a pinned tweet on our account
In doing this, we look to increase our followers on
twitter and our likes on Facebook.
There are a lot of Amazon Prime members and we
hope they follow our social media for updates on
this great deal.

9. Key Performance Indicators
Gaining followers on Instagram
The amount of organic content that is being
posted/shared on Twitter, Instagram or Facebook
accounts
How much positive feedback is being received fro
users on all social media outlets used

10. Key Messages
#MakesMeWhole
"We satisfy and delight our customers"
"We create profits and prosperity"
We sell the highest quality natural and
organic foods"

11. Online Brand Persona and
VoiceAdjectives that describe our
brand:
Organic
Modern
Healthy
Natural
Trendy
Eclectic
When interactive with
customers we are:
Interactive
Friendly
Accessable
Fun
Respectful
Understanding

12. Here is an example of some of the foods that represent what make the
Whole Foods brand all the things I described above. The second
picture is an example of Whole Foods' interactions with customers on
twitter and how it reflects the adjectives described above.

13. Strategies and Tools
Paid: Whole Foods has a paid partnership this summer with Antoni
Porowski, a public figure known for being a food and wine expert. On
Instagram they posts pictures or videos with him in it and you can click
above the photo to see his instagram page.
Owned: #MakesMeWhole hashtag. Put the hashtag on aevery instagram
and twitter post. Encourage followers to post pictures of the food they
made from Whole Foods with the hashtag.
Earned: Keep an eye out for anything on Twitter, Instagram or Facebook
that has Whole Foods in the post. Try to associate your social media brand
with celebrities that promote eating healthily. Create weekly posts on all
social media outlets that incorporate easy foods to make for the followers.

14. Tools
Facebook
Twitter
Hootsuite
Instagram

15. Timing and Key Dates
Thanksgiving
Christmas
Earth Day: For the last few Earth Days Whole Foods has given a
percentage of the proceeds to an organization that deals with
protecting the environment. It is a big day for both shoppers and
Whole Foods.
New Years Eve/New Years Day: Whole foods has special menus
for both of these days. Both food and drink menus.

16. Social Media Roles and
Responsibilities
Sonya Gafsi Oblisk - Global Vice President of Marketing: Oversees all global marketing operations.
Things like social media and the type of content being produced.
Marci Frumkin - Executive Marketing Director: In charge of Whole Foods' marketing and works closely
with each regional marketing team and their employees to create the best content for their products
Lisa Grimm - Content and Social Media Manager: Lisa's job is very important. She is in charge of making
sure that the content being created is being used effectively and properly. She also works with all other
social media employees to make sure the Whole Foods brand is publishing content that catches
customers' eyes.

17. Social Media Policy
Even on social media, the customer is always right.
Respect the people who respond to posts. Even if it may be
something you disagree with.
If there is an important store-wide event, promote it weeks
in advance.
Try to respond to everything that deals with customer
service, and do it in a timely manner.
When people engage with you about their please with a
product always retweet or comment back.
Do not post anything that may put a negative light on the
company.
Never talk down on your competition.
Don't use any language that you would not use with a
customer in one of the store locations.

18. Critical Response Plan
Scenario 1: An offensive tweet was sent out off of the Whole Foods Twitter account.
1.) Find the tweet
2.) Take a screenshot of it
3.) Delete the tweet entirely
4.) Contact both Marci Frumkin (Executive Director of Marketing) and Lisa Grimm (SM
Manager) about this issue so they can consult.
5.) Assess how much impact the tweet made. i.e. if the topic is trending, how many
views it had.
6.) Lisa posts a tweet to apologize and let the people know they are working to identify
the person who posted the original tweet. Marci must approve this tweet first.
7.) Marci and Lisa talk with the employee responsible to discuss further action involving
consequences.

19. Scenario 2: Multiple store locations have had a
bad shipment of food that causes many to be ill.
1.) Evaluate he number of social media mentions about this issue.
2.) Pair Marci and Lisa together to discuss how to explain what is going on
for all social media platforms. Then decide how many customers we are
going to respond to on social media that have concerns about this.
3.) If necessary, get Sonya involved (Global VP of Marketing).
4.) Get the message you want to the media outlet that broke the story, but
monitor any other stories spreading on other social media or news outlets.
5.) After getting feedback from Sonya, Marci and Lisa decide if a longer
statement than the initial one should be posted.
6.) Make sure no one in any social media department is posting anything
about this unless approved. Get everyone on the same page.

20. Critical Response Plan Continued
Pre approved messaging:
Twitter: "Thankfully, no serious illnesses have been
reported. We are continuing to monitor this situation with
our supplier. All stores closed until further notice."
Facebook: "Today, there was an incident with some of the
shipments we recently received. Some of the products
from our suppliers were not up to the standard we hold
our products to. We pride ourselves in providing healthy
and safe food options for all shoppers. All Whole Foods
locations will be closed until further notice."

21. Measurement and Reporting Results
Quantitative KPIs
Reporting Period: 3 months
Date as of June 1, 2018: Timeframe - Monthly average, March 2018 to May 2018
Source Volume Percent of overall traffic Conversion Rate
Twitter 52,000 unique visits 45% 3%
50% growth
Facebook 85,000 unique visits 54% 5.5%
75% growth
Instagram 95,0000 unique visits 65% 7%
65% growth
Website Traffic Sources Assessment

22. Measurements and Reporting Results
Continued
Social Networks URL Follower Count Avg Weekly Activity Engagement Rate
Twitter: https://twitter.com/WholeFoods 4.8 million - .74% growth 10 1.2%
Facebook: https://www.facebook.com 4.2 million - 1.5% growth 8 1.5%
/WholeFoods/
Instagram: https://www.instagram.com 2.6 million - 2.5% growth 12 2.1%
/wholefoods/?hl=en
Social Network Data - Timeframe as of June 1, 2018

23. Measurement and Reporting Results
Continued
Although our following on all social media platforms listed has increased, we
want to see more. We are looking to create more posts per week. Right now
we recognize that is something we need to work on if we want our followers
and engagement rate to go up.
#MakesMeWhole Hashtag Performance
Between March 1, 2018 and June 1, 2018 the #MakesMeWhole hashtag was
used 7,500 times on Instagram. Also, approximately 22,500 people have used
the hashtag in total recently. Whole Foods wants to get that number up.

24. Measurement and Reporting Results
Continued
Qualitative KPIs
Sentiment Analysis
- After analyzing somewhere close to 1,500 posts each on Twitter,
Instagram and Facebook, Whole Foods found that...
Followers enjoy interacting with posts on all platforms, Twitter being the
most popular. They tag Whole Foods or use the #MakesMeWhole
hashtag to show their followers and the Whole Foods social media pages
what they are doing with the food they purchased at the store.
Customers will make a few negative comments here and there about the
quality of the products they by. Sometimes it is a bit forward, but most of
the time they address it kindly.

25. Measurement and Reporting Results
Continued
Proposed Action Items
Continue using the #MakesMeWhole hashtag
Consider using another hashtag that has to do with a
giveaway to increase the engagement rate.
Find the posts that are most popular. Continue to post them,
but give them a little more of a creative twist. Whether it be
a video or a picture. People respond to new and creative
things.