Publix Social Media StrategyShelby Martin

February 19, 2017

Table of Contents1. Executive Summary2. Social Media Audit 3. Social Media Objectives4. Online Brand Persona and Voice5. Strategies and Tools6. Timing and Key Dates7. Social Media Roles and Responsibilities8. Social Media Policy9. Critical Response Plan10.Measurement and Reporting Results

Executive Summary

Our major priority for 2017 will be to increase customer interaction with the company

through different social media platforms.

Our focus will be to increase traffic to our main website by using other social media outlets and building stronger relationships with our customers.

Social Media Audit

Network: URL Follower Count

Weekly Activity

Twitter @publix 228k 6 daily

Facebook facebook.com/publix 2,710,697 twice daily

Instagram @publix 73k 4 times weekly

Linkedin Publix Super Markets 69,751 1 per week

Audience

Age Percentage Male/Female

Network of Choice

Second Network of

Choice

18-30 10% 57% Female 50% FB 40% Twitter

31-40 20% 43% Male 30% Twitter 20% FB

41-55 60% 10% Instagram

20% Instagram

56-80 10%

Competitor

Company Social Network Strengths Weaknesses

Winn-Dixie FacebookCatchy color scheme, posts

frequently

Almost no engagement

with audience

Aldi FacebookNew, organic,

affordable prices

Not as well established as

Publix

ObjectiveIn 2017 the focus of our social media strategy will be to increase our sales goals through increased interaction with customers through our various digital platforms.

1. Increase Twitter and Instagram followers by 2,000 within 6 months

2. 2. Increase number of email subscribers by 25% in 6 months

Online Brand Persona and Voice

While interacting with our customers we are:• Interactive• Friendly• Fun• Customer-oriented• Helpful• Cheerful

Strategies and Tools

Boost weekly posts

Encourage customers to tag, mention and hashtag Publix

Encourage customers to check into the store on Facebook

Key DatesChristmas

Thanksgiving

New Years

Memorial and Labor Day weekends

Easter

Superbowl Sunday

Valentine’s Day

Social Media Roles

Karen Murino- Director for Brand Marketing and Analytics

Kate Rahman- Digital Marketing Manager

Maria Brous- Director of Media and Community Relations

Social Media Policy

Our social media channels are used to spread company news, share information, and interact with customers. As a social media manager for Publix you are expected to follow these simple rules to provide a positive image for the company:

Be respectful

Use common sense

Do not rude or insensitive

Be helpful to customers

Measurement and Reporting

Source Volume Percentage of Overall Traffic

Conversion Rate

Twitter 1300 unique visits 24% 3.4%

Facebook 4500 unique visits 37% 2.7%

LinkedIn 350 unique visits 13% 0.06%