Social Media Marketing Strategy for Wal-Mart

ADV492 Hyun Woo Son

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

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.

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

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

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

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

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

Evaluating Success of the Campaign Blogger outreach

Check Blog Google Analytics

Gain Google ads’ results Monitter

Track tweets with keywords

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

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