This is a made-up social media strategy for Trader Joe's. I picked Trader Joe's specifically because they don't have a big social media presence. I think the brand has great potential to strive on social media, so this is the strategy I thought of for my #UFSMM course.

1. Nina Rodriguez
October 8, 2017
Trader Joe’s

2. 2
TABLE OF CONTENTS
1. Executive Summary, October 8, 2017
2. Social Media Audit
a. Social Media Assessment, October8, 2017
b. Customer Demographics Assessment
c. Competitor Assessment
3. Social Media Objectives
4. Online Brand Persona and Voice
5. Strategies and Tools
6. Timing and Key Dates
7. Social Media Roles and Responsibilities
8. Social Media Policy
9. Critical Response Plan
10. Measurement and Reporting Results, September 30, 2017 – October8, 2017

3. 3
EXECUTIVE SUMMARY
Our major social media priorities for 2017 will be to expand our online presence and engage more with
the community.
The primary focus will be to increase the brand-name sales in store by expanding our online presence,
building and communicating with customers, and engaging in and creating more online content.
Three major social strategieswill support this objective:
1. Start conversations with current online community
2. Create an online presence in different social media platforms
3. Plan to create and increase publication of online content on various social platforms
SOCIAL MEDIA AUDIT
The following is an audit of Trader Joe’s social media presence to date. It includes an assessment of all
social networks, audience demographics, and a competitor analysis.
Social Media Assessment
Data as of October 8, 2017
Social
Network URL
Follower
Count
Average
Weekly Activity
Average Engagement
Rate
Instagram https://www.instagram.com
/traderjoes/
133,000 5 posts a week Average interactions per
post = 119
Social Media Assessment:
At present time, the only social media presence is on Instagram. The site has a good following, but we are
not engaging with our community as much as we should.

4. 4
Customer Demographic Assessment
Age
Distribution
Gender
Distribution
Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
<24 – 18%
25-35 – 16%
35-44 – 18.9%
45-54 – 16.9%
55-64 – 13.8%
65+ - 16.2%
Male – 56.5%
Female – 43.5%
50% Facebook
25% Instagram
15% Twitter
10% Snapchat
40% Instagram
20% Twitter
20% Snapchat
15% Facebook
5% LinkedIn
Doing
groceries that
are affordable
and will result
in healthy
meals
Finding locally
grown, organic
produce at an
affordable price.
Customer Demographic Assessment:
Most of the customers are in the mid-30s to mid-40s range, but that age range does not supersede the
others by an overwhelmingly large number. In fact, the percentages indicate we should be spending about
equal efforts trying to build relationships with each age demographic. We should also be focusing more
efforts on publishing content on Facebook.
Competitor Assessment
Competitor
Name
Social Media
Profile
Strengths Weaknesses
Whole Foods Twitter:
@WholeFoods
Whole Foods engages with its
audience by re-tweeting,
commenting, and liking others’
posts. They also post on average
of two tweets per day. This has
resulted in a following of 4.86M
people.
Whole Foods doesn’t post a lot
of recipes or deals that they are
having at their store on their
Twitter. They also don’t include
much content on their own
brand’s items that are available
for purchase at the store to
increase their revenue.
Whole Foods Instagram:
wholefoods
The pictures posted are original,
not stock photos. They are also
constantly engaging and replying
to comments left by their
audience.
There is barely any content that
is specific to the store. All the
pictures show food that is
already prepared. However,
there is nothing about what the
food looks like when you go
grocery shopping or what the
experience will be like once a
customer is there.
Earth Fare Facebook:
Earth Fare
Earth Fare has an events tab on
their page. This feature will help
customers remember when
events are taking at the store and
increase turnout.
Earth Fare does not publish
content at least once a day.
They also aren’t engaging with
their community.

5. 5
Competitor Assessment:
The analysis above focused on two major competitors with a strong social presence on Facebook,
Instagram and Twitter, respectively. One competitor has a high following because of its audience
engagement and frequently published content. However,they fall short in promoting their own brand. The
other competitor showed strength in keeping their customers up-to-date. However,they don’t post content
on a daily basis and don’t engage in conversation with customers.
SOCIAL MEDIA OBJECTIVES
In 2017, the primary focus of our social media strategy will be to increase the brand-name sales in store
by expanding our online presence,building and communicating with customers,and engaging in and
creating more online content. In order to do so, our social media priorities will be to create a consistent
cross-platform social media presence and engage in communication with customers.
Some specific objectives include:
1. Create a Facebook account and gain 1,500 followers in the first 3 months
a. Publish blog post articles to increase brand awareness
b. Publish and repost relevant content at least once a day
2. Increase Instagram followers by 4,000 in 3 months.
3. Increase communication and interaction with customer by 15% in 3 months
KPIs
1. Number of likes and follows on Facebook Page
2. Number of Instagram followers
3. Number of weekly photo and video posts to Facebook and Instagram
4. Number of comments on published content on Facebook and Instagram
Key Messages
o Affordable Healthy Produce
o A Delicious Night In Never Looked So Good

6. 6
ONLINE BRAND PERSONA AND VOICE
Adjectives that describe our brand:
o Healthy
o Affordable
o Locally Grown
o Easy-Going
When interacting withcustomers we are:
o Attentive
o Helpful
o Friendly
o Knowledgeable
STRATEGIES AND TOOLS
Paid:
At the beginning of every season, an Instagram influencer will
post a picture with the seasonalfavorites to promote the
brand’s products. The post will seem organic, and we will
encourage for the influencer’s honest feedback of the product.
The Instagram post will have to include #ad,but the
influencer will also tag our account and include at least 4
other relevant hashtags. An example of this shown on the
right:
Owned:
Since we are proud of our vegetarian and vegan options.
Every Monday will be #meatlessmonday. We will post a
mouthwatering picture, like the one to the right, featuring a
dish that is completely meat free.

7. 7
Earned:
Interact with customers on a daily basis and encourage them to
post pictures of the food they make or of them doing groceries
and tag us. Whenever we are mentioned in a comment or tagged
in something, whether it is good or bad, we will have a person
designated to responding and engaging with the customers. An
example of this can be seen on the right:
Tools
Approved Tools:
o Hootsuite
Existing Licenses/Subcriptions
o Photoshop
o Vimeo
TIMING AND KEY DATES
Holiday Dates
o Valentine’s Day
o Christmas Day
o Labor Day (Long Weekend)
o Thanksgiving
o Halloween
o New Years Eve
Internal Events
o October 4 – Taco Day
o November 12 – Pizza Day
o December 17 – National Maple Syrup Day
o January 19 – Popcorn Day

8. 8
o February 9 – Bagels and Lox Day
o March 23 – Chips and Dip Day
o April 25 – Zucchini Bread Day
o May 13 – Hummus Day
o June 13 – Cucumber Day
o July 13 – French Fries Day
o August 31 – Trail Mix Day
o September 13 – National Peanut Day
Reporting Dates
Reporting will occur once a quarter in February, May, August and November.
SOCIAL MEDIA ROLES AND RESPONSIBILITIES
Social Media Director - Final approval
Social Media Manager – Manage campaigns and day-to-day execution
Social media coordinator – Publish content, monitor engagement, and respond to questions
SOCIAL MEDIA POLICY
Social media is a part of our everyday life. It is used to share thoughts, spread messages,interact with
people, and so much more. But, it is also a medium in which people judge businesses. As an employee
and brand ambassador of Trader Joe’s, you are expected to use social media at your discretion so long as
you follow the following guidelines:
o Be respectfulto all
o Use common sense
o Be polite
o Act helpful to customers

9. 9
o If you’re having doubts, don’t post it
o Don’t badmouth or rant about any customer
o Don’t put yourself in an incriminating position
o Be creative, but always remember to be sensitive toward others
Violation of the Trader Joe’s socialpolicy may result in corrective action, up to, and including,
termination. You may also be subject to legal action, including criminal prosecution. The company also
reserves the right to take any further action it believes is appropriate. Should you have any questions or
concerns please speak to your Manager or anyone on the HR team.
CRITICAL RESPONSE PLAN
Scenario 1 – Recall on Contaminated Produce/Food
Action
1. Identify the produce/item that is being recalled
2. Once produce/item has been identified, begin taking produce off the shelf and getting rid of any
remaining produce/item in the back storage
3. Make an eye-catching image on Canva warning customers of the recall that will be posted to the
company’s Instagram and Facebook page – Give specific details on what exactly is being recalled
and for what dates
4. Post a newsletter about the recall on the weekly newsletter that is sent out to all subscribers
Pre-Approved Message
NO PRE-APPROVEDMESSAGINGIN THIS SCENARIO
Messaging will be dependent on the severity of the situation and contamination. The Social Media
Manager will develop the message.
Scenario 2 – Out of BottledWater Due to Hurricane Preparedness
Action
1. First verify when the soonest shipment of water will arrive

10. 10
2. If the next shipment won’t arrive within 48 hours:
a. Check with the Social Media Manager first
b. Post on website, Facebook, and Instagram a picture of the empty shelves
c. Notify customers that we are out of water for the moment and won’t be receiving a new
shipment for another 2 days
3. Immediately post another picture of the shelves being restocked as soon as the shipment of water
arrives informing customers that bottled water is available
Pre-Approved Message
Facebook and Instagram: We are sorry to inform you that we have just run out of bottled water and will
not be receiving another shipment until further notice. You will be the first to know when we will receive
our next shipment of water. We appreciate your patience, and we hope everyone is staying safe.
MEASURING AND REPORTING
Quantitative KPIs
Reporting Period: 3 months
Data as of January 1, 2018
Social Network Data
Timeframe: as of January 1, 2018
Social
Network URL
Follower Count Average Weekly
Activity
Average
Engagement Rate
Instagram https://www.instagram
.com/traderjoes/
139,500
+ 4.6% growth
10 posts a week
+ 200% increase
Average interactions
per post = 300
Facebook https://www.facebook.
com/traderjoes/
3,000
+100% growth
12 posts a week
+ 100 % increase
Average interactions
per post = 97
o Our Instagram following has grown by 6,000 followers, which is better than what we were
aiming for. We were aiming to get at least 4,000 new followers and we passed that by 2,000
followers. It’s important to note that we increased our average weekly posts by 200%.
o Our Facebook page is also doing better than we aimed for. We received 3,000 followers in just
first 3 months it’s been active. We are averaging 12 posts per week. There is no data to compare
this to yet, as the Facebook page has only been active for 3 months. However,we are very
pleased with the results.

11. 11
o Audience engagement has also gone up considerably. We are commenting, liking, and reposting
to engage and communicate with our costumers. So far,we have received good feedback from the
increased engagement. Customer satisfaction has gone up.
Qualitative KPIs
Sentiment Analysis
An analysis of the interactions on 50 Facebook posts and 50 Instagram posts revealed the following:
o #meatlessmondays is turning out to be very successfuland generates on average the most number
of likes per week
o Customers are also giving positive feedback on customer-client interactions. The customer likes
being able to reach out and get a response. Usually, the people who complain appreciate us
reaching out and apologizing for what they are complaining about.
o The biggest complaint has been about restocking items in a timely manner. The customers don’t
like items being unavailable to them when they go shopping.
Proposed Action Items
o Continue #MeatlessMonday post every Monday featuring a meat free mealavailable at the store
o Research and create more original posts celebrating everyday food holidays
o Continue posting on average more than once a day on Facebook
o Do a trial run with a Pinterest account to see what kind of feedback we get
o Look into starting a Snapchat account – Will it help with customer interaction?