Social Media Strategy

Ryans SuperValu Glanmire

Aisling O’KeeffeCatriona CadoganGrace KellyJerry ManleyBarry FitzgeraldAnthony CroninPaul O’Sullivan

Presentation Road Map• Our Goals

• Research

• Demographics

• Current Strategy … What works ? What doesnt work?

• Main themes… what do people want?

• Recommendations … Moving forward

Our Goals• Understand how, when and why the customers of

Ryans SuperValu Glanmire engage with social media

• Formulate a social media strategy that will encourage greater interaction and extend our reach.

• To increase the footfall and turnover in the Glanmire store.

Our Research• 54 Intercept Interviews

• Carried out over 2 weeks

• Thursday: 3p.m. and 7p.m. (over two weeks)

• Friday: 2p.m. and 6p.m. (over two weeks)

• Saturdays: 11p.m. – 1p.m. (once)

Our Research• Thematic Analysis

• Analysed Transcript’s.

• Identified customer patterns

• Identified main themes.

Our Research• Evaluate Current Strategy• What works for us?• What doesn’t work?

Demographics … Who we spoke with.

63%

37%Female

Male

20-29 30-39 40-49 50-59 60+

12

1415

9

3

Homemaker Full-Time Part-Time Student Retired

7

33

6

35

Accessibility

Morning Afternoon Evening All Day

2

8

21

12

83%

17%

Facebook

Yes

No

89%

11%

Smartphone

Yes

No

Facebook Twitter Other

45

27

23

Themes• Fresh Food (Bakery) & Supper Pot

• Community News & Updates

• Competitions & Special offers

• Healthy Recipes, Nutrition, Chefs

• Online shopping

Glanmire’s Current Social Media Strategy• 3,250 approx. followers on Facebook page

• Posts ranging from community updates, in-store events, competitions and photos

• Strengths

• Giveaways

• Community news and updates

• Weaknesses

• Infrequent posts

• Real rewards promotion

• Event promotions

Recommendations• Competitions

• Online and In store

• Recipes

• Bake-off, Easter Bake-off

• Promote Health & Fitness Range

• Community News

• Updates on Operation Transformation

• GAA Sponsorship

• Promote Bakery & Supper Pot

Promote Bakery & Supper Pot

“…he likes to see the array of home produced bread primarily but he has marvelled on this on every occasion… he said this rivals most of what they have in the UK… he even enjoys looking at it, observing it, the outlay, the structure and the sheer variety of foods that are available primarily in this section and the whole ambience as well is there…”

Competitions & Special Offers• Online and in store

• Incorporate families and children

• Seasonal Competitions

“Yes, I’m always entering competitions. I never win anything but I always enter them, one of these fine days I will!”

Community News

“I would yeah! Cos I don’t always get the community news! Its not widely available here, you’ve to get it on the first day or you don’t. So it would be brilliant, that.”

“I suppose community things because my kids are going to school in the community and am play sports locally so you know, it would be a good way to have whatever is coming up advertised, whether it be I don’t know a table quiz for the local club or whatever.”

Community News – Operation Transformation• Keep us posted

• Weekly Updates

• How are they training?

• What are they eating?

• How much have they lost?

Community News

Healthy Recipes, Nutrition, Chefs

“Recipes ya, recipes are something I would look at a lot, I'd like to see them maybe daily or even weekly “

“I suppose recipes, I follow Donal Skehan as well so he’s very good too with his food blogs.. So it’s mostly for, I suppose recipes and what is seasonal whatever is coming up next you know”

Health & Nutrition

Moving Forward• Timing of posts is key – Evening

• Vary Content

• Encourage customers to comment on/tag/share photos

• Offer “opt-out” for emails and texts

• Maintain regular updates but don’t inundate followers

• Pictures and videos – promote the visual aspect of the store

“To be honest that’s what turns me off social media, the constant updates”

Thanks for watching…

We are happy to answer any questions…