Weitere ähnliche Inhalte Ähnlich wie Social Media Overview Summary PP Pres 3.15 Ähnlich wie Social Media Overview Summary PP Pres 3.15 (20) 1. Giant Eagle, Inc © 20151
Giant Eagle, Inc
A 101 Kappa Drive
Pittsburgh, PA
P 412.963.6200
E info@gianteagle.com
www.gianteagle.com
Company Contacts
Michael Lucas
Dan Winschel
2015 Social Media Strategy
2. Giant Eagle, Inc © 20152
Contents
03 The Social Landscape
06 Social Media Trends
10 Competitive & Best-in-Class
14 Our Performance
27 Looking Forward
41 Appendix
4. Giant Eagle, Inc © 2015
Social is Crowded
http:/expandedramblings.com/index.php/by-the-numbers-17-amazing-facebook-stats/
Pages
50 M.New items presented to
users every time they
log on to Facebook
1,500
25 M.Small business pages
on Facebook
152 M.Out of 316 million people
in the United States are
on Facebook
5. Giant Eagle, Inc © 20155
Top Brands on Social Media
http://www.go-gulf.ae/blog/busnesses-social-media/
99%
Facebook
97%
Twitter
59%
Instagram
70%
Google+
69%
Pinterest
7. Giant Eagle, Inc © 20157
Short Form Video
Increase in number of videos
showing up in newsfeeds
- AdAge
more people are posting
videos than last year
- AdAge
360%
94%
9. Giant Eagle, Inc © 20159
Customer Service
Response time a customer
expects from a brand.
- Fortune
of customers say that valuing
their time is the most important
thing a company can do to
provide good service.
- SocialMedia Today
30 MIN. 71%
Increase in customer spend with your company, on
average, when you respond to their service requests
over social media. - Fortune20%-40%
11. Giant Eagle, Inc © 201511
• Provides Fans with tips, recipes, free products
• Never talks about sales or pricing
• Invites Fans to engage with questions
• Provides unique seasonal video content
Response to complaints
20% Conversational Response
90+%
12. Giant Eagle, Inc © 201512
• Provides Fans with food images, memes, and Fan photos
• Never talks about sales or pricing
• Their pages are a place to show off th cult following of the brand
Response to complaints
11% Conversational Response
90+%
13. Giant Eagle, Inc © 201513
• Provides Fans with recipes, tips, and short videos
• Never talks about sales or pricing
• Gives information on “trending” ingredients
Response to complaints
16% Conversational Response
90+%
15. Giant Eagle, Inc © 201515 Giant Eagle, Inc © 2015
Benchmark Statistics
https://sprinklr.app.box.com/s/7yq0ltf0v89nijpbyr7rjkaxz2by33vv
Benchmark: 1.5%
Giant Eagle: 3%
ENGAGEMENT RATE
(across primary social networks)
Benchmark: 433,572
Giant Eagle: 740,327
AVERAGE SOCIAL FOLLOWING
(for comparable sized companies)
Benchmark: 1-3%
Giant Eagle: 3.8%
PERCENT OF AUDIENCE REACHED
(Facebook)
Benchmark: 10
Giant Eagle: 165
INTERACTIONS PER POST
(for comparable sized companies)
16. Giant Eagle, Inc © 201516
2014 Performance
234,185Likes
148,531Comments
27,571Shares
17. Giant Eagle, Inc © 201517
2014 Change in Likes
JANUARY 2014 JANUARY 2015
674,364 726,663
206,183 220,642
16,889 25,187
19. Giant Eagle, Inc © 201519
Inbound Count/Posts
INBOUND COUNT/POSTS
173,317 INBOUND BY NETWORK
Twitter 13.2k (8%)
Facebook 160.8k
(92%)
INBOUND SENTIMENT
Positive
31.8k
(71%)
Negative
13.1k
(29%)
20. Giant Eagle, Inc © 201520
Demographics
REACH DEMOGRAPHIC PROFILE
20 M
10 M
0
13-17 18-24 25-34 35-44 45-54 55-64 65+
Female Male
CITY FANS
PITTSBURGH, PA
CLEVELAND, OH
COLUMBUS, OH
AKRON, OH
ERIE, PA
56,784
34,909
34,231
15,348
10,628
CITY FANS
CANTON, OH
PHILADELPHIA, PA
TOLEDO, OH
YOUNGSTOWN, OH
JOHNSTOWN, PA
8,414
6,285
6,198
5,271
4,390
BY THE
NUMBERS
22. Giant Eagle, Inc © 2015
What’s Working
686Likes,
Comments,
Shares
203Likes,
Comments,
Shares
Real/Organic Photos
Real / Organic / Low Production Photos
20kOrganic
Reach
7kOrganic
Reach
7kOrganic
Reach
3kOrganic
Reach
17Likes,
Comments,
Shares
671Likes,
Comments,
Shares
23. Giant Eagle, Inc © 2015Giant Eagle, Inc © 2015Giant Eagle, Inc © 2015
What’s Working
83Likes,
Comments,
Shares
Fun foods are perfect for social engagement
436Likes,
Comments,
Shares
Fun Foods
6 MILLION
13K
LIKE
BACON
LIKE
ASPARAGUS
2 MILLION
LIKE
PEANUT
BUTTER
1K
LIKE
PAPER
TOWELS
135
LIKE
EGGPLANT
17 MILLION
LIKE ICE
CREAM
BY THE
NUMBERS
23kOrganic
Reach
7kOrganic
Reach
24. *Customers who are consistently engaged by businesses are more
satisfied and are likely to make repeat purchases.
http://www.digitalservicecloud.com/insights/customer-engagement-statistics-chart.html
What’s Working
Engagement Questions
“I had the coconut
one OMGoodness
flippin amazing...”
Suzy W.
“Which cupcake would
you try?”
“Do you like ice cream in
a bowl or cone?”
Alice B.
“Delicious. Now
I want some ice
cream. in a bowl.
Yum!”
“Would you pick regular
or white cheddar?”
Michael W.
“I will have to get
me some of that
white cheddar
popcorn”
“Which cupcake would
you try?”
Amber D.
“Definitely will
try the chocolate
cherrytini ones”
25. Giant Eagle, Inc © 2015
What’s Working
Subtle Selling
838Likes,
Comments,
Shares
456Comments
with
Pictures
TBD
25kOrganic
Reach
Pages that post promotional creative should expect their organic
distribution to fall significantly over time
Facebook News Release, November 2014
26. Giant Eagle, Inc © 2015
What’s Working
Short-form Videos
126,976REACH
147,000REACH
44,000REACH
66,578VIDEO VIEWS
52,000VIDEO VIEWS
13,000VIDEO VIEWS
4
28. Giant Eagle, Inc © 2015
What’s Not Working
Geo-Targeted Posts
1,300People
Reached
1,800People
Reached
511People
Reached
Posts need to be shareable with the entire state
Use advertising dollars behind geo-targeted posts if necessary
29. Giant Eagle, Inc © 2015
What’s Not Working
Promotional / Sales Posts
Use the Facebook Ad Tools to place
ads where they are more accepted
THE MOST
COMMON
REASON A
FACEBOOK
USER UNLIKES
A BRAND —
UNINTERESTING
POSTS
11Likes,
Comments,
Shares
77Likes,
Comments,
Shares
43Likes,
Comments,
Shares
2kOrganic
Reach
5kOrganic
Reach
4kOrganic
Reach
30. Giant Eagle, Inc © 2015
What’s Not Working
Posts Driving Off-Site
11Link Clicks
49Link Clicks
5,572
Link Clicks
1,008
Link Clicks
Point to pages with excellent content
32. Giant Eagle, Inc © 201532
Looking Forward
Increase engagement at the local level
Gather business intelligence to improve customer experience
Increase brand reach and affinity
Provide outstanding customer service
33. Giant Eagle, Inc © 201533
Provide Outstanding Customer Service
Proactively provide customer service
GOAL: LAUNCH PRO-ACTIVE CUSTOMER CARE PROGRAM
BY Q2 OF 2016
Engage in convesations with our customers
GOAL: RESPOND TO OVER 50% OF ALL CUSTOMER COMMENTS ACROSS
CHANNELS BY Q1 OF 2016
Handle customer service issues quickly and efficiently
GOAL: LOWER AVERAGE RESPONSE TIME OF CUSTOMER CARE ISSUES
TO 30 MINUTES OR LESS BY Q4 OF 2016
35. Giant Eagle, Inc © 201535
Increase Brand Reach & Affinity
Provide great, engaging, shareable content
4
36. Giant Eagle, Inc © 201536
Increase Brand Reach & Affinity
Increase promoted posts, utilize targeted ads and advertising units
Create timely and relevant sweepstakes
Offer exclusive social-only offers and deep discounts
Engage with fans about food-related and seasonal topics
37. Giant Eagle, Inc © 201537
Gather Business Intelligence
Regular reporting (monthly & quarterly analysis)
38. Giant Eagle, Inc © 201538
Increase Engagement at Local Level
http://www.marketdistrict.com/locations/
39. Giant Eagle, Inc © 201539 Giant Eagle, Inc © 201539
Increase Engagement at Local Level
MD South Hills
1,684Likes
MD Shadyside
1,725Likes
MD Strongsville
692Likes
MD Solon
1,728Likes
MD Portage Crossing
947Likes
MD Pine
1,568Likes
MD Kingsdale
2,154Likes
MD Dublin
1,290Likes
MD Grandview Yard
678Likes
MD Green
2,174Likes
MD Robinson
3,258Likes
GE Britton Parkway
161Likes
40. Giant Eagle, Inc © 201540
Increase Engagement at Local Level
Increased advertising spend
GOAL: SPEND ADVERTISING MONEY TOWARDS GROWING PAGES AND LOCAL AD POSTS
Incentive based programs
GOAL: REWARD PAGES FOR EXCEPTIONAL WORK
Increased guidance
GOAL: MONTHLY GUIDE OF POSTS WE’D LIKE TO SEE FROM LOCAL STORES
Improved communication
GOAL: MONTHLY CALLS WITH SOCIAL LOCAL MEMBERS AND STORE LEADERS
