1. Social Media Marketing
Strategy for Wal-Mart
ADV492
Hyun Woo Son

2. Wal-Mart Overview
 Operates retail stores in various
formats across the world
 Discount Stores, supercenters,
neighborhood markets,
marketside, and Sam’s Clubs in
the U.S.
 Wide assortment of merchandise
at everyday low prices (EDLP)
 Offers its products through various
e-commerce websites including
walmart.com and samsclub.com

3. Challenge and Goal
 Challenge
 Two million employees increase exposure to
increasing wages and high healthcare costs
 Growth in internet retailing to serve larger
market
 Goal
 Serve 1 billion customers a week in 20 years’
time
 The chain of stores will add 500,000 jobs in the
next five years.

4. Integrated Theme
 Original Theme
 Everyday Low Prices
 Adding Theme
 Anywhere Anytime
 Through many types of new
media, we can give the
information and
communicate with the
customer directly anytime
and anywhere

5. Objectives and Target market
 Objectives
 Increasing reach to consumers by the new
media
 Target market
 Younger and International people
 Younger people are more familiar with new
media
 Through new media, we can communicate
with international people and market

6. The New Media for Campaign 1
 YouTube Promoted Video
 Making a video clip ad and upload in
YouTube Promoted video
 Reason
 Cheap
 Reach our target market at once
 All year round

7. The New Media for Campaign 2
 Blog
 Give the many promotion and products
information
 Communicate with the customers
 Upload the pictures
 Attract more younger people to share their
voices

8. The New Media for Campaign 3
 Google ads with Search Engine
Optimization
 Finding good keywords related
with Wal-Mart
 Getting more important to search
in Google
 Without Wal-Mart word, appearing
Wal-Mart sites with good keywords

9. Evaluating Success of the Campaign
 Blogger outreach
 Check Blog
 Google Analytics
 Gain Google ads’ results
 Monitter
 Track tweets with keywords

10. Budget Allocation
 YouTube Promoted video
 Depending on click number
 You only pay when people click to see your
video
 Blog
 $10~$1,000
 Free website to make blog
 Pay for looking good
 Google ads
 No minimum spending requirement
 Pay only for results

11. Timeline
 Promoted Video, Blog, Google ads will run
every months in the year
 We need to keep these campaigns run
every months because of communication
with the customers and cheap