TRADER JOES

GETS SOCIAL
 OUR COMPANYS PHILOSOPHY
Here at Trader Joes, we value our interactions with customers. Until now, we
have opted to stay off of social media and focus on the personal interactions
within our stores. However, we realize the importance in connecting with
consumers outside of our store walls, so its time to get social.
- Dan Bane, CEO
 WHY NOW?
Until now, we have avoided an online presence in order to focus on our interaction with
customers. At Trader Joes, our employees are held to exceptionally high standards to
ensure the highest level of customer satisfaction. Employees are trained to be energetic
and lively as customers check out, commenting on food items that they particularly like or
are excited to try themselves. Customers are also encouraged to ask an employee for a
free sample of any food on the shelves of our stores. The thought of a customer going
home with a product they hate keeps us up at night, so we do everything we can to make
sure that never happens. And if you want to try a Dark Chocolate Peanut Butter Cup
every time you come in to shop, we totally respect that.

While we are proud of our in-store experience, we understand the importance of

connecting with consumers online in this rapidly expanding digital age. As society moves
toward a digital world, we want to meet our customers where they already are - online.
 GOALS OF SOCIAL
Our strategic goals as a unique grocery chain are to ensure that both our food and
our customer service are held to the highest standards possible. We want food
shopping at Trader Joes to be more than a weekly errand, we want it to be an
enjoyable experience and anticipated destination during your busy week..

To extend these goals on social, we will do everything in our power to be sure that our
social channels are updated frequently with content that reflects our high quality food
and employees. Social media will allow Trader Joes to be apart of our customers
everyday lives rather than just their periodic visits to our store.

Our main goal for social media is to generate a deeper level of consumer engagement
and build relationships outside of our store walls.
 SOCIAL MEDIA PRESENCE
We will be building our social presence on Facebook, Twitter, Instagram, and
Snapchat. We have chosen these platforms because we see them as the most
appropriate channels to communicate with our consumers, each platform with a
unique purpose. We want to treat each platform as its own, rather than spilling
the same content onto each (we think doing this appears to be a bit tacky and
lazy, which is the furthest characteristic of our brand). Although the content
across each platform will be unique, each post will carry the same style, tone,
and voice to match our overall brand persona.
 COMPETITOR ANALYSIS
As we begin to build our presence, we needed to check out what our competitors were doing in order to ensure
our profiles are keeping up with the trends of a similar demographic.. As a non-generic branded food store, our
closest competitor is Whole Foods. Here is what we found on how Whole Foods is approaching their social media
tactics on the same platforms we are planning to implement:

3.9 Million Page Followers 4.85 Million Followers 2.1 Million Followers @wholefoods

Whole Foods is using our planned
strategy of sharing recipe ideas in
a casual/conversational nature.
Whole Foods has a very clean and They use snapchat to share
Whole Foods also uses a conversational
appetizing instagram profile. They items/ deals. They also use it
tone on Twitter and shows personality
post recipe ideas and fresh store to communicate with their
through their use of a pun. We consider
items. audience, encouraging replies.
ourselves punny also.
 Trader Joes Demographic
Before diving into social planning, we needed to know exactly who we are
sending our message to. We are so glad we decided to perform this research
because talk about an ego boost with these consumer perception rankings:

Those millennials everyone is talking about Consumers

(18-34) 35+

Yes, were bragging.

More Demo (demographics, not our mix tape)

AKA:

We are talking to
educated adults, 45
years and younger,
who most likely do
not have kids but do
have high incomes.
We could not have
created a more
attractive consumer
profile on the Sims.
 Why Facebook?
We have chosen Facebook as a platform where we can communicate
longer form messages with consumers. We can use this outlet to inform
customers of new products, new store locations, interesting food-related
articles, healthy recipes, and more. Facebook does not enforce a content
character limit, so we will be able to express our message in as many
words as needed. We can also incorporate pictures, videos, and text in our
posts on this platform, which will make our message as rich as possible.

As social media newcomers, we did our research so we didnt totally

embarrass ourselves on any platform (we all have that Facebook friend
that just doesnt quite get it).. According to this graphic we found from
Pew Research Center, Facebook ranks significantly higher than other
platforms for percentage of online adults; remember, our main
demographic is adults 45 and younger. Therefore, this is going to be our
best way to communicate with our primary audience. Although the other
platforms rank lower, we still find them to be uniquely beneficial to our
goals, but well get to that later...if we can hold your attention long enough.
Find us on Facebook : Trader Joes

Trader Joes

Trader Joes is a privately owned

grocery chain with high quality
Hello, loyal TJ fans! Yes, its really us. We are
food at a low price. We cut out the
excited to join you on social media to continue to
cost of name brands to focus on
express our dedication for high quality food at a
the food you love. Oh, and we
price you can afford. 2017
really like Hawaiian shirts.
 Why Instagram?
Instagram is the second most daily used platform, trailing behind
Facebook by a little more than 10%. This is another platform that
will give us a chance to reach a wide audience ranging from young
adults to adults. We are seeing a rise in middle-aged/older adults
using the platform to stay current in their kids lives and we know
that these age groups also shop in our stores.

Instagram will be the best way to showcase our high quality and
fresh food, being an image focused platform. We will use this
platform to share recipe ideas, new items, and pictures from
various store locations. We imagine that seeing an image of our
items on Instagram will encourage users to visit our store or help
develop a craving for something (how can you possibly not jump
into your car after seeing a picture of our mango ice cream bars?).

Click for more demographic information

 Add us on Instagram:
@traderjoes
@traderjoes
Trader Joe's is a privately held chain of neighborhood
grocery stores based in Monrovia, California
At Trader Joes, we value the high quality of
our food, and Instagram is a great way to
showcase this. We will use Instagram to share
fresh produce, in-store samples, and recipe
ideas. We are considering creating how-to
videos with Trader Joes recipes, similar to
Buzzfeeds Tasty series, to capture audience
attention with this recent fad (see, we did our
research! We know all the trends).

To the right, you can pictures of our fresh

produce, samples in our store, some of our
favorite Trader Joes products, and a recipe for
healthy breakfast energy balls.
 Why Twitter?
Numbers are boring, but not to us. We wanted to know specifically who is on Twitter and what the benefit
would be in using this platform for our brand. Luckily for us, Brandwatch did all the dirty work for us.

310,000,000 80% 54% 2 . 5x 76%

Monthly active users % of users who have % of users who have Increase in customer % of users who are likely
HUGE outreach potential mentioned a brand in a taken action after seeing service conversations in to recommend the brand
tweet (we like name a brand mentioned the past 2 years (were due to friendly service
dropping) (hello, new website going to show you a 3x (not to brag, but
visitors and FB friends) increase, just wait) friendliness is kind of
our thing)
 Follow us on Twitter:
@traderjoes
Trader Joes @traderjoes
We will utilize Twitter to communicate brief messages with our
customers such as fun nutrition facts, new food items, or responses
to customer complaints (not that our customers would ever have
any, right?). We plan to use Twitter as our most communicative tool
to engage with our audience on a deeper level than other platforms
that focus more on sharing information or images. Here are some
examples of the conversational style we plan to use on Twitter.
Trader Joes @traderjoes

TraderJoes
Trader Joes@traderjoes
@traderjoes

Trader Joes @traderjoes

 Why Snapchat?
Snapchat has completely changed the dynamic of social media capabilities. Unlike other platforms that allow accounts to
post and share content with users, Snapchat focuses on engaging with users. Users can send pictures directly to a
brand (perhaps of them eating their favorite Trader Joes dinner) and companies can use this information to get a
better sense of how their brand is perceived in everyday life. Snapchat also has expanded their platform to include
news stories and fun features like quizzes, which attracts more users to the platform who can essentially one stop
shop for all their social media needs. Snapchat has created a sense of urgency in society to share and post more of
their daily life than they would on other platforms. And food is always urgent.

26,000,000 60% 30 10,000,000,000

Active users in the United % of active users under Average # of minutes # of videos users watch
States...thats a lot of the age of 25, but more users spend on the on this platform daily.
people. than half of new users platform each day Thats a lot of zeros.
are above this age point.
 Add us on Snapchat:
@traderjoes
We want to have our social channels act as an
integration between our in-store presence and
online persona. Our hope with Snapchat is to
encourage customers to snap us their favorite
items as they shop, and use our geo-filter in
each store location. We plan to feature customer
snaps on our own account to further show our
dedication to customer engagement. On holidays
we will use filters in our stores that are relevant
to that holiday food (for example, a Turkey face Trader Joes
traderjoes Score: 0
filter with our logo in the corner on
Thanksgiving).

Our biggest use of snapchat will be dubbed

TJTuesday Takeover, where TJ employees will be
designated to takeover our companys account
for the day and show was a day looks like at
Trader Joes. We think this will help customers
relate with us on a more personal level.

Snapchat is a fun way for users to engage with

our brand in real time. Our score is zero right
now, but dont hold that against us.
 VOICE, TONE, STYLE
We want our social media rhetoric to match our in-person communication methods. In our store, we are very
approachable, talkative, energetic and informative. We hope to extend this same method online by using a
casual voice, tone and style. We will address our customers online by saying something like "Hey there, TJ
lovers" to seem as though we are talking directly through the screen. Our audience is young individuals and
young families who are interested in healthy, organic groceries without a large price tag.

Voice: Our voice will express a quirky and humorous personality. Again, similar to our in-store employees, we
want our social channels to encompass a bubbly and inviting nature. Our voice will also be as personal as
possible. We never want it to seem like we are blindly talking to the audience at large. We want to try to hone
in on as many individual consumer groups as we possibly can (kids, moms, dads, teens, etc.) and directly target
certain content to them.

Tone: Our tone will be the focus of our objective in engaging with consumers on a conversational level. We will
post content that sounds as if we are talking directly to a consumer rather than the social platform at large.
Our tone will also appear casual and calm, to reflect our laid back store persona. We will empathize with users
by saying how much we also like a certain product, or that we understand any frustrations they may have
toward our brand.

Style: Our verbiage will be typically quite short and to the point. We will use series of short sentences rather
than detailed paragraph styled writing. We think short, witty sentences will add to our overall humorous and
personable voice.
 CONTENT SCHEDULE
Recurring Trends:
Planning is important. We have planned out next months content calendar to guide our social
team. We will incorporate a weekly recurring post on Tuesdays, called TJTUesday Takeover. This
takeover will highlight a Trader Joes employee each Tuesday and start their takeover of the
channel for that week. Throughout the week the employee will document their day in the store,
showing their interaction with customers, and giving customers an inside look on what it is like to
be apart of the TJ team. Their posts will accompany the planned brand posts on the content
calendar, which will be posted by another member of our social team.
Overview:
Our complete content schedule can be found on the next slide, with example posts included earlier
in this deck in respect to each platform. In our calendar, we have planned for posts to align with
fun days of the month or major holidays; we plan to follow this technique for all the months that
follow as well.
Consistency:
We will post on social at least once a day on a minimum of one channel , but never the exact
same content on different platforms. We will be sure to post to each platform an equal amount
and capitalize on each platforms best practices.
May 2017
 Content Calendar: Facebook
traderjoes
traderjoes
Sunday-Funday snacks!
traderjoes
 Content Calendar: Twitter
Trader Joes @traderjoes

Trader Joes @traderjoes

Content Calendar: Instagram
Content Calendar: Snapchat- TJTuesday Takeover
What does the future look like?
 When To Post
We also found this handy cheat-sheet on
particular times to post on Facebook and Twitter.
We will revise our content calendar to reflect
these suggestions as much as possible. Thanks for
looking out, Google.

We found that our customers mainly shop on

the weekends so a good time to post about
featured food items would be Thursday or
Friday to get consumers thinking about their
next shopping list.
 DISCUSSION OF PLANNED CONTENT
As seen in our detailed content calendar for May, we plan to post at least once per day on any
given platform. We dont want to post too much more than this because we dont want to
flood our customers channels. We have discovered that Social Media is a tricky algorithm; if
you post too much, customers get annoyed and may start to negatively view content but if
you dont post enough, customers may think you are not engaged with them. Therefore, by
starting with one daily post, we will gauge our audience and the posts interactions to see if we
need to revise our posting schedule.

We expect that our Instagram will be our most popular platform. Our brand is food, and
people like to see pictures of their food (yes, were looking at those of you who snapchat every
meal before diving in). Instagram is becoming increasingly popular among older generations so
the potential here is huge. We think that our plan to post aesthetically pleasing and appetizing
images will draw in our widest audience on social media.
 CUSTOMER SERVICE
We get it, interacting through a screen can be frustrating and we dont want that to happen
to our customers. Social media will allow us to be even more responsive to consumers
dissatisfactions and respond quicker than we could if they had to interact with us in a store.
Although a dissatisfied customer is never what we want, we know it happens and we will do
everything we can to correct a problem. After all, theres nothing a free jar of cookie butter
cant fix, right?

We will hire a team of loyal customer service reps to attend to particular social channels and
monitor the type of content coming in. They will respond to both positive and negative
comments to show that we are always listening to our customers. On our social platforms, we
will have a 100% response rate and you can hold us to that.
 SOCIAL MEDIA POLICY
- On social media, we will never use offensive or derogatory language. We will consider all points of
view before posting any content that may be considered controversial to any audience.
- Employees with access to the social accounts will be held to the highest standards to ensure any sort
of post is in conjunction with our overall brand image and voice. Employees will not be permitted to
post anything related to politics; doing so will result in termination of social media access.
- Our social media team will have a 100% response rate. Every comment, positive or negative will
receive a reply from our team.
- Our social team will never delete a negative comment from a customer. We want our customers to
know that even if a customer is dissatisfied, we will do everything to correct their problem rather
than hiding it.
- While employees who are involved with TJTuesday Takeovers are encouraged to document their day
in the store, other employees are not permitted to be on social media while on the job. Trader Joes
employees are fully committed to provided a pleasant in-store experience for our shoppers.
- Any content that Trader Joes employees post while off the job is up to their discretion. The personal
accounts of our employees are not our business and we dont believe them to have any association
with our brand.
- Confidential information about our corporation or our customers shall never be shared on social
media platforms. Confidential information includes, but is not limited to, profits, operations, finances,
and legal documents.
 ANALYSIS
OK. So we have this all planned out perfectly, but how are we going to measure our success as
we are born into this social media world?

- Followers:
- We will monitor our following to compare it to our competitors accounts and ensure
we are keeping up steadily with our competition
- Google Analytics:
- We will track our post performance on Google Analytics to see how our posts are
ranking in terms of keywords, images, titles, etc.
- Our customers!
- The most important of all. We will periodically ask our customers in the store whether
or not they follow our brand on social media. If we do, we will ask for a brief
description of their perception of our online presence.
 Sources of our knowledge that made us seem smart:
Gillett, Rachel. "The Best (And Worst) Times To Post On Social Media (Infographic)." Fast Company. Fast Company, 06
Jan. 2016. Web. 23 Apr. 2017.
Golen, Bobby. "Millennial Marketing Top Brands: Trader Joes Wins Big With Trade Up/Trade Down Mindset." Millennial
Marketing. Future Case, 2017. Web. 23 Apr. 2017.
Greenwood, Shannon, Andrew Perrin, and Maeve Duggan. "Social Media Update 2016." Pew Research Center: Internet,
Science & Tech. N.p., 11 Nov. 2016. Web. 23 Apr. 2017.
Newberry, Christina. "Top Snapchat Demographics That Matter to Social Media Marketers." Hootsuite Social Media
Management. Hootsuite, 23 Aug. 2016. Web. 23 Apr. 2017.
Parker, Sydney. "A Long List of Instagram Statistics That Marketers Need to Know." Hootsuite Social Media
Management. N.p., 13 Dec. 2016. Web. 23 Apr. 2017.
Smith, Kit. "44 Astonishing Twitter Stats and Facts for 2016." Brandwatch. N.p., 16 May 2016. Web. 23 Apr. 2017.
"Trader Joe's Shopper Insights and Demographics." Infoscout.co. InfoScout, 2017. Web. 23 Apr. 2017.
Willis, Audrey. "5 Ways Snapchat Is Changing the Way We Communicate." Higher Ed Marketing Journal. N.p., 12 July
2016. Web. 23 Apr. 2017.