ROCHE BROS. SUPERMARKETS Social media: Today’s word of mouth 1 February 2012 Roche Bros. Social Media Presentation Consumers CONTROL MARKETING BUILDING loyalty with Raving Fans Social Media: Bigger Than you think Social Media: Bigger Than you think Social Media: Bigger Than you think Social Media: Bigger Than you think THE year millenials surpassed boomers in the workforce. PEOPLE ARE THE MEDIA Types of Social Media Buzz ROCHE BROS. SOCIAL MEDIA Strategy Your website is the Hub Rebranded to reflect feel of Stores Rebranded to reflect feel of Stores Roche Bros. Core Social Media sites 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 Increase Millenial Customer Base Promote Home Delivery Service Promote Creative Entertaining Promote Westboro Location

1. ROCHE BROS. SUPERMARKETS
SOCIAL MEDIA: TODAY’S WORD OF MOUTH
1 FEBRUARY 2012

2. BERGERON BY THE NUMBERS
20 YEARS
Bergeron Creative founded in 1991
24/7 CREATORS
7 team members each with over 24 years experience
3 CAPABILITIES
Branding, interactive and social media
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3. ROCHE BROS. SOCIAL MEDIA PRESENTATION
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4. FACEBOOK BY THE NUMBERS
800,000,000
People on Facebook
500,000,000
People using Facebook Apps
350,000,000
People accessing Facebook via mobile
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5. TWITTER BY THE NUMBERS
300,000,000
People on Twitter
100,000,000+
Businesses on Twitter
250,000,000+
Business Tweets per day
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6. YOUTUBE BY THE NUMBERS
800,000,000
Visitors to YouTube each month
3,000,000,000
Video views per day
400,000,000
Mobile video views per day
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7. CONSUMERS CONTROL MARKETING
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8. WHO TRUSTS YOU?
92%Percentage of shoppers more confident
with info online vs. from a salesclerk
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9. WHO LOVES YOU?
90%Percentage of brand touchpoints now
generated by consumers
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10. WHO TRUSTS YOU?
75%Percentage of consumers that don’t
believe advertisements tell the truth
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11. WHO LOVES YOU?
53%By 2014, total percentage of retail sales
affected by the Internet
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12. BUILDING LOYALTY WITH RAVING FANS
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13. SOCIAL MEDIA: BIGGER THAN YOU THINK
BABY BOOMERS
53%
1946 –1964
Social networking growth among users
aged 55-64 between 2009 and 2010
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14. SOCIAL MEDIA: BIGGER THAN YOU THINK
GENERATION X
79%
1965 –1980
Percentage of users aged 31-46
on social networking sites in 2011
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15. SOCIAL MEDIA: BIGGER THAN YOU THINK
MILLENIALS
81%
1981-1999
Use Facebook every day, double the
amount they watch TV or read newspapers
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16. SOCIAL MEDIA: BIGGER THAN YOU THINK
91%
MILLENIALS
Users aged 14-30 make their Facebook
Places and Foursquare check-ins public
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17. THE YEAR MILLENIALS SURPASSED BOOMERS IN THE WORKFORCE.
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18. 80%
PEOPLE ARE THE MEDIA
Via social
media
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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19. TYPES OF SOCIAL MEDIA BUZZ
• Complaints
• Compliments
• Product usage experiences
• Recommendations
• Suggestions
• Comparisons
• Purchase intention/buying behavior
• Switching behavior
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20. ROCHE BROS. SOCIAL MEDIA STRATEGY
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21. YOUR WEBSITE IS THE HUB
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22. REBRANDED TO REFLECT FEEL OF STORES
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23. REBRANDED TO REFLECT FEEL OF STORES
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24. ROCHE BROS. CORE SOCIAL MEDIA SITES
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25. FACEBOOK
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
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26. TWITTER
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
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27. YOUTUBE
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
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28. INCREASE MILLENIAL CUSTOMER BASE
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29. PINTEREST
Create boards
• Recipes
• Prepared Food
• Creative Entertaining
• Healthy Eating
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30. GOOGLE+
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”
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31. PROMOTE HOME DELIVERY SERVICE
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32. TUMBLR.
Simple blogging site
• Home delivery coupons
• Promote store pick-up
• Weekly Specials
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33. TOUT
15 second videos
• Post from mobile device
• Promote Home delivery
• Customer testimonials
• Picker Testimonials
• Driver Testimonials
• Promote Store pick-up
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34. PROMOTE CREATIVE ENTERTAINING
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35. FLICKR
Create Photo Sets
• Leverage existing content
• Creative Entertaining
• Prepared Foods
• Recipes
• Push to Facebook
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36. INSTAGRAM
1970’s style photos
in Square format
• Creative Entertaining
• Prepared Foods
• Recipes
• Push to Twitter
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37. PROMOTE WESTBORO LOCATION
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38. FOODSPOTTING
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
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39. FOURSQUARE
Location-based
social networking
website for mobile
• Loyalty programs (like
digital punch card)
• Check-in rewards
• Mayor Specials
• Swarms
• Amex Rewards
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40. NEXT STEPS
• 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
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41. BRANDING 151 Worcester Street 888.764.6171
INTERACTIVE First Floor ideas@bergeroncreative.com
SOCIAL MEDIA North Grafton, Ma 01536 www.bergeroncreative.com