Because, sometimes customers give birth in the supermarket, presented by Jorie Mark
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Transcript of Because, sometimes customers give birth in the supermarket, presented by Jorie Mark
SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016
Because, sometimes customersgive birth in the supermarket
JORIE MARKTHE KROGER COMPANY
BECAUSE, SOMETIMES CUSTOMERS GIVE BIRTH IN THE SUPERMARKET.
@kroger: A Content Case Study.
Jorie Mark *SocialMedia.org Case Study* January 26, 2016
In January 2015, Kroger’s social media team looked like this…
@storyjorie
@annebellek04
Jorie Mark *SocialMedia.org Case Study* January 26, 2016 2
…and Kroger’s social media content looked like this… On Facebook…and Twitter…and Instagram.
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This is also the way social looked for a dozen other grocery brands we own.
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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
@MojoSavings 11,000 followers Foodie recipe that calls out shopping at Kroger No retweet, no “yum,” not even a favorite!
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We did NOT enable Lyz’s Kroger sushi addiction.
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7,200 followers. No <3, No regram.
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Free, word-of-mouth
advertising for our floral department?
No thanks, we’ll pass.
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And now for a moment of pure social media agony….
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THEN, a few weeks into my new gig as Kroger’s Social Media Manager, this happened.
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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?
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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
4,257,792 People Reached 117,925 Likes, Comments, Shares & Clicks
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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??
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We Threw a Party to Find Out.
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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.)
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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!
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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
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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
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Questions? Feedback? Need the Kroger Sushi Addiction Hotline? Jorie Mark Manager, Social Media The Kroger Co. [email protected]
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@storyjorie
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