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Because, sometimes customers give birth in the supermarket, presented by Jorie Mark

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In her Brands-Only Summit presentation, The Kroger Company's Jorie Mark shares a case study on how they improved their social media engagement strategy.

She talks about how their two-person social media team used associate contests, user-generated content, and a deepened relationship with PR to secure engaging, geo-specific content for their highly diverse audiences.

Veröffentlicht in: Soziale Medien
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Because, sometimes customers give birth in the supermarket, presented by Jorie Mark

  1. 1. SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016 Because, sometimes customers give birth in the supermarket JORIE MARK THE KROGER COMPANY
  2. 2. BECAUSE, SOMETIMES CUSTOMERS GIVE BIRTH IN THE SUPERMARKET. @kroger: A Content Case Study. Jorie Mark *SocialMedia.org Case Study* January 26, 2016
  3. 3. In January 2015, Kroger’s social media team looked like this… @storyjorie @annebellek04 Jorie Mark *SocialMedia.org Case Study* January 26, 2016 2
  4. 4. …and Kroger’s social media content looked like this… On Facebook…and Twitter…and Instagram. Jorie Mark *SocialMedia.org Case Study* January 26, 2016 3
  5. 5. This is also the way social looked for a dozen other grocery brands we own. Jorie Mark *SocialMedia.org Case Study* January 26, 2016 4
  6. 6. It’s not that there wasn’t good social content out there… We just weren’t sharing it. (Or even “liking” it.) View Our Gallery of Missed Opportunities Jorie Mark *SocialMedia.org Case Study* January 26, 2016 5
  7. 7. @MojoSavings 11,000 followers Foodie recipe that calls out shopping at Kroger No retweet, no “yum,” not even a favorite! 6
  8. 8. We did NOT enable Lyz’s Kroger sushi addiction. 7
  9. 9. 7,200 followers. No <3, No regram. 8
  10. 10. Free, word- of-mouth advertising for our floral department? No thanks, we’ll pass. 9
  11. 11. And now for a moment of pure social media agony…. 10
  12. 12. 11
  13. 13. THEN, a few weeks into my new gig as Kroger’s Social Media Manager, this happened. Jorie Mark *SocialMedia.org Case Study* January 26, 2016 12
  14. 14. Jorie Mark *SocialMedia.org Case Study* January 26, 2016 13
  15. 15. Jorie Mark *SocialMedia.org Case Study* January 26, 2016 14
  16. 16. Jorie Mark *SocialMedia.org Case Study* January 26, 2016 The Baby Cora story fell in my lap(top). But the question remained, how did we get MORE of these “warm & fuzzy” stories? Where do babies (being born in grocery stores) come from? 15
  17. 17. A few months later, Sherry fell into Anne’s lap(top). Sherry, mom of an infant with life-threatening allergies, realized she had no money in the checkout line. Another shopper, Brian, paid the whole bill. Sherry posted a “Thank you, Brian, where ever you are!” note on Facebook. This emotional “thanks” got to my colleague Anne’s desk, and she: • Tracked down Sherry to get permission to share this thank you note from our wall. • Tracked down Brian. Our Paid Media team on a weekend put money behind this post share
  18. 18. 4,257,792 People Reached 117,925 Likes, Comments, Shares & Clicks 17
  19. 19. Results of Sherry & Brian post • Amazing feedback from Kroger shoppers • Amazing feedback from our Kroger colleagues • Amazing feedback from Kroger leadership • The request, plea & directive, DO MORE OF THIS!!! But HOW do you do more?? Jorie Mark *SocialMedia.org Case Study* January 26, 2016 18
  20. 20. We Threw a Party to Find Out. Jorie Mark *SocialMedia.org Case Study* January 26, 2016 19
  21. 21. Jorie Mark *SocialMedia.org Case Study* January 26, 2016 20
  22. 22. Summit Details • Invited key social media decision makers from every Kroger Division • Presented Social Engagement Strategy • Taught them how to take “shareworthy” photos of their stores for Instagram— CONTEST for free iPad for the winning photo and catered lunch for Division producing most photos Jorie Mark *SocialMedia.org Case Study* January 26, 2016 (Oh, and drinks were involved.) 21
  23. 23. RESULTS • More than 1,000 photos submitted by Divisions, many of which we used to replace the “cookie cutter” content on Instagram with real, in-store content. Our Instagram follower count increased by 816% in 2015, in large part due to this new content! • Support and appreciation from these key stakeholders—one increased her paid social media budget; others collaborated with us on innovative approaches such as Twitter parties after getting “fired up about social” • MOST IMPORTANTLY…we now had partners in securing these great warm fuzzy stories we needed to grow our social media content! 22
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  26. 26. Warm & Fuzzies Aren’t the Only Part of Our Engagement Strategy… • NO MORE “CRICKETS”—We now have a Community team that responds to all positive customer engagement posts, liking and sharing every cute baby, sushi roll and #krogering • USER GENERATED CONTENT—All of our most important social campaigns have a UGC component • INFLUENCER STRATEGY—Blogger outreach has become one of our most powerful levers to pull 25
  27. 27. YOY Growth—Enterprise Wide* Channel Followers as of 1/3/15 Followers as of 12/28/15 % increase Facebook 1,276,000 2,090,580 64% Twitter 100,386 134,382 34% Pinterest 9,560 13,118 37% Instagram 2,115 19,375 816% *Kroger, Fred Meyer, Ralphs, King Soopers/City Market, Dillons, Bakers, Gerbes, QFC, Foods Co, Food 4 Less, Smiths, Frys 26 Jorie Mark *SocialMedia.org Case Study* January 26, 2016
  28. 28. Jorie Mark *SocialMedia.org Case Study* January 26, 2016 27
  29. 29. Questions? Feedback? Need the Kroger Sushi Addiction Hotline? Jorie Mark Manager, Social Media The Kroger Co. jorie.mark@kroger.com 28 @storyjorie
  30. 30. Learn more about past and upcoming events SOCIALMEDIA.ORG/EVENTS SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016

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