Brand in Focus – Whole Foods

 

Brand in Focus - Whole Foods on ShoreBranding.com

Brand in Focus – Whole Foods on ShoreBranding.com

Our next “Brand in Focus” puts Whole Foods’ branding and digital marketing efforts under the microscope. The grocer has been growing here on the east coast and caught my eye over the past few months with its paid advertising efforts on Twitter and Facebook, announcing the grand opening of a new store in Marlboro, NJ. Digging into the company’s digital efforts there are a number of highlights and positives that caught my attention.

First, WholeFoodsMarket.com promotes its efforts across a number of social media sites, all of which we will tackle here. The landing page appeals to the eye with big, bold images scrolling behind the links. When you rollover the text on the left hand sidebar (below) you find a number of links to go to.

Whole Foods Site 1

Scrolling down on the home page you find several ecommerce vehicles, the promotion of some of their social media efforts, and a push towards their mobile – recipes app. I looked into downloading the app and quickly found that it is only available on iOS and not on Android.

Whole Foods Site 2

Getting over the fact that Whole Foods doesn’t have an app in Google’s Play market, let’s take a look at the brand’s efforts across social media platforms. At the time of this write-up, Whole Foods sees its largest following on Twitter, with slightly under 4 million followers. The company has almost 1.6 million Likes on Facebook. Across both visual / image-driven sites (Instagram and Pinterest), the grocer has ~200K followers on each. Finally, on Google’s platforms, Whole Foods has over 80K followers on Google+ and 18K subscribers to its YouTube station.

Here is a review of Whole Foods’ efforts on each platform:

Twitter:

Whole Foods again has a catchy visual as their banner picture on their Twitter page, along with the company’s logo as its default image, which is good for branding given the number of tweets the company is sending out on a daily basis.

Whole Foods Twitter 1

Excluding holidays where the company is not tweeting (and that’s a good thing in my opinion), the Whole Foods Twitter feed sends out about 10 tweets per day. What caught my attention is the branding that is used in their hashtags. Most tweets that include a hashtag start with “#WFM” and it carries across topics such as “Dish” and “Wine” below.

Whole Foods Twitter 2

The vast majority of links that the Twitter feed sends out reverts back to the company’s web site. They do a tremendous job of bringing their fans back to their own, highly engaging web site.

As mentioned above, what really brought my attention to Whole Foods was their targeted advertising campaign on Twitter – where their paid/promoted tweets wound up within my news feed, announcing the forthcoming grand opening of their new store in Marlboro, NJ. That was a good, albeit easy, use of targeting a particular message on the Twitter ad platform.

Facebook:

With an audience of about 1.6 million, Whole Foods does a great job of bringing visualization to its Facebook page – with connections/links to its Instagram and Pinterest accounts right on the main page. In the image below you’ll see the hashtag call out, which looks to be a seasonal update or change based on the calendar. One item that did catch my attention vs. other brands we have put under the radar is that Whole Foods does not put as much detail into their history on the far right, jumping from their “founded” date to 2008.

Whole Foods Facebook 1

The level of engagement Whole Foods sees on “regular” status updates (always with a picture/visual) is fair, with a couple hundred Likes and double digit shares. However, I noticed that when they posted a deal/sale, it was shared almost one thousand times and liked by 12K+ people …

Whole Foods Facebook 2

Similar to what the company does with their Twitter accounts, they let each Whole Foods store create their own Facebook page. One of the local stores here has their own page with over 10K likes.

Whole Foods Facebook 3

Instagram:

Whole Foods has the seamless transition over to Instagram from their Facebook page. Over 200K are following the retailer on the picture and video sharing network. On average, Whole Foods looks to upload one picture per day, so it isn’t or doesn’t become overbearing for its followers. What I like about the feed is that it isn’t always about food or their store, there are pictures that cover off on a healthy lifestyle, exercising, etc.

It looks like back in April of this year they ran a promotional effort (#FrantiTakeover) on the network for Earth Week. Again, a campaign or promotion that isn’t all about the brand, but extending itself in a way that stays within the brand’s overall image.

Whole Foods Instagram 1

Pinterest:

Whole Foods does a great job on the visual storyboard network, currently with 60 different boards across a bevy of different topics. It wasn’t until the Pinterest page that I finally got the “Whole Foods story” in their description at the top of the page – started in Austin, TX as one store and now a leader with over 340 in North America.

The image covers for each of their boards is colorful and appealing to the eye. They are centered correctly and there is enough of a contrast from board to board that grabs your attention as you scroll through their home page.

Whole Foods Pinterest 1

Don’t think for a second we won’t be watching their Thanksgiving boards in our efforts to #SaveThanksgiving in the coming months. This is just one of the boards that have been created for the holiday, which integrates their #FoodThanks hashtag campaign and is a group board that allows other Pinners to add their own images.

Whole Foods Pinterest 2

Google+:

A few items caught my attention on the Whole Foods G+ page. First, many of the posts were the same as their Facebook page, verbatim. While you can certainly post the same information, it felt like it was a copy paste from one network to the other and given the overall audience size, I would assume it goes from Facebook over to Google+.

However, I did like the in-depth “Story” that they provide on Google+ which includes their mission statement centering on “Whole Foods, Whole People, Whole Planet”. Pictures that have been uploaded to G+ are unique to the site. There is also a seamless connection to the company’s YouTube page … however, the G+ page links to the incorrect YouTube page.

Whole Foods Google 1

YouTube:

The correct Whole Foods YouTube page has over 18K subscribers. However, the link off of the G+ page connects to a different Whole Foods YouTube page that has several Hangouts from a number of months ago. Focusing on the right page, Whole Foods brings a unique cover photo to YouTube and breaks down their videos into various categories, including recipes, local stories, and several others. The company has made the effort to create playlists for its subscribers so that if you have a particular interest, you can go in and watch the group of videos on the same subject.

Whole Foods YouTube 1

Whole Foods also connects subscribers to 8 other featured YouTube channels. This immediately felt like some good, old “brandscaping” efforts between Whole Foods and others.

Whole Foods YouTube 2

Overall Summary:

Whole Foods has caught the attention of many across social media and does a very good job of creating unique content across a lot of different mediums. They are on top of the latest features rolled out by each network and do a great job of creating visually stimulating posts and updates. Aside from that little snafu on the link from G+ to YouTube, Whole Foods gets an A for their digital marketing efforts!

What is your opinion of Whole Foods’ branding and digital marketing strategy across each network? Is there one network that you particularly follow them on or like their efforts more on? If so, why? Let us know in the Comments section below.

Sunday Musings w/ Shore Branding – 7-20-14

Branding and Digital Marketing

Branding and Digital Marketing

Welcome back to another #SundayMusings where this week’s focus will be on social media! This week I’ve picked out two write-ups that speak to social media broadly and then the remaining stories cover off specifically on my favorite social media platforms – Twitter, Google+, Foursquare, and Pinterest.  We’ll go into each in more detail below.

#1 – 5 Reasons Why Brands Need Integrated Social Media Marketing – via neerajsancheti.wordpress.com 

Premise: As integrated marketing plans become more and more regular across companies, it isn’t enough to be on one or two social media platforms. The author puts together five reasons why your brand or company needs to be on different platforms and where you should think about going.

Thoughts: There is a fine line between being everywhere and being in the right places. Many try to be everywhere in order to achieve the greatest ‘reach’. However, if you aren’t engaging with your customers / followers, what’s the point? At the same time, trying to be everywhere leaves you communicating with the wrong audience more times than not. So there are some points in the write-up that insinuate increasing visibility is the best thing you can do, and I would add the caveats before deciding to sign up for each and every social media platform.

#2 – Optimize Your Posts on LinkedIn, Facebook, Twitter, Pinterest, and More via busines2community.com  

Premise: Aside from creating great content, you need to figure out the best ways to optimize your posts in order to improve sharing across social media. The author takes a look across multiple platforms and provides tips on how to optimize your posts across NINE different networks – LinkedIn, Facebook, Twitter, Pinterest, Google+, YouTube, Instagram, Vine, and Tumblr!

Thoughts: This is an excellent resource for those that enjoy clear, concise summaries and tips on what you can or should do when posting across social media. A few items that are worth calling out:

  • LinkedIn Tip to “Edit your description” – Completely agree here, as LinkedIn allows you to provide a summary of your article or link – similar to filling in the SEO on a blog. Use it!
  • Pinterest Tip to “Avoid human faces” – Very interesting stat and not something I would have ever thought about.
  • Vine Tip, “Infinite loop” – Vine clips that follow this rule are absolutely more engaging and will receive more views than those with closure.

#3 – “5 Brands Successfully Using Twitter GIFs” via Likeable.com 

Premise: Last month Twitter announced that it would now support GIF files in status updates and brands have been trying to capitalize ever since. Likeable takes a dive into what brands are successfully leveraging the new capability in their branding / digital marketing efforts.

Thoughts: It is a little interesting to see Twitter allow GIFs well after the fact that Vine has been introduced. This leads me to believe that there is some sort of dip in Vine usage, creativity, etc. that the company is seeing. The recent updates to the Vine app make it more appealing, but to be honest, I don’t check the app nearly as much as I used to.

In terms of the five brands/companies that are provided as good examples, I find that @SBNationGIF is a tremendous follow for sports fans. I also enjoyed the few Bud Light GIF’s found on their Twitter feed. What brands have you seen succeed on Twitter using GIF files?

#4 – “10 Google+ Features You Need to Know” via Michael Bird on LinkedIn 

Premise: Michael Bird puts together a list of ten Google+ functions that can help your branding efforts on the platform. This includes integrating with YouTube and several, more functional elements to optimizing your G+ efforts.

Thoughts: My second favorite social media platform, behind Twitter, has been adding features for users since its inception and the list provided here include several items that I really enjoy. The Google+ Auto Awesome creates fantastic GIFs on your phone automatically. If you take a handful of pictures right in a row, the feature will automatically create GIFs for you when you have Google+ connected to your camera phone.

There is also a deep integration between G+ and YouTube that can be taken advantage of among those with YouTube channels. You can broadcast your Hangouts on Air seamlessly and increase engagement / commenting between the two platforms.

#5 – “Why Foursquare Lost a Loyal User” via wearesocialmedia.gr 

Premise: The author was an avid user of Foursquare but admits to using the company’s services less and less since the launch of Swarm. Given the need to monetize, Foursquare split the functionality of the old Foursquare in half and left the check-ins and social aspects to Swarm. The author provides four points that argue against the splitting of the services that the old Foursquare provided.

Thoughts: Foursquare has been one of my favorite apps and since the launch of Swarm, I find myself frustrated with the back and forth needed to get what I want out of the service. I personally do not care about the badges, but I’m in alignment with all of the other points from the article. I hate having to open up two apps to get the information I want or need.

I understand why they broke up their services into two parts and I’m sure their data suggests that there is a majority of users that feel similarly. However, this write-up was actually a nice find, as I felt like I was in a small minority that didn’t like the new Foursquare/Swarm combination. What are your thoughts on the company’s decision to break these services apart?

Tweet of the Week:

I found the Embassy Suites Hotels contest as a “Promoted Tweet” on Twitter and thought that this was a great use of Pinterest. They have their own hashtag for the campaign and it felt like an engaging contest to get users to engage with the brand. Then I clicked on the link and it took me to their Facebook page and I was all sorts of confused. A Pinterest contest, promoted on Twitter, and then taken to their Facebook page?

Back to the contest itself: Pinterest has jumped into one of my favorite social media platforms and this is another great use of a contest and promotional effort from a brand on the network. What do you think of the campaign?

Thanks for swinging by this week’s #SundayMusings! What stories caught your attention this week in social media? Let us know in the Comments section below. Thanks and have a great week!

Sunday Musings w/ Shore Branding – 7-6-14

Photo Credit: CBS Philadelphia

Photo Credit: CBS Philadelphia

Happy 4th of July weekend to those of you celebrating in the US and welcome back to another #SundayMusings where this week’s focus will be on wearables! Wearables are beginning to build traction with consumers, well beyond what I tend to consider the starting point of fitness programs and apps. Let’s take a look at some of the better write-ups I’ve found over the past few weeks that revolve around wearables.

#1 – Why Wearable Technology Matters in 2014 – via Likeable.com 

Premise: The wearables market is expected to double in 2014 to exceed $1.5 billion, according to Juniper Research. This presents new ways for brands to interact with consumers in varying ways. The author provides three reasons why wearables should be considered in your marketing plan moving forward.

Thoughts: Three very straightforward reasons are provided and I agree with all of them. First and foremost, to me at least, is the ability to get ahead of competition. There are a handful of major players in the space right now, but that’s it. Are you a brand struggling to turn around your archaic image? Looking for a way to become seen as a modern, innovative brand or company? You may want to consider how you can get involved in wearables.

One brand that comes to mind immediately is Radio Shack. You may remember their ad during the Super Bowl (below as well). The ad was intended to move the company’s image out of the 1980’s and into the present. Wearables might be a market worth diving into to try to continue moving the pendulum.

#2 – A 10-sensor iWatch say’s Apple’s smartwatch will be nothing like Android Wear via PCWorld.com 

Premise: It is being reported that Apple’s iWatch will include 10 sensors that will help those more interested in their own health. This strategy, if true, makes the iWatch very different than the Android smartwatches that are rolling out with Google Now. Google’s smartwatch is focused on the world around you – weather, travel, sports scores, etc. Apple’s iWatch is expected to be released this fall with somewhere between 10-15 million units available by the end of the year.

Thoughts: This would be an interesting approach by Apple and certainly takes the brand in a different direction vs. Google when it comes to wearables. It is actually a little refreshing to see two different visions for a similar product between the two companies, as many/most launches seem to be more duplicative.

What are your thoughts on wearing a smartwatch? Will you be considering a purchase in the near future? Personally, I can’t justify the purchase as I don’t think I’ll use it enough. If I were interested in tracking my movement for my personal health, I’d be much more inclined to think about it.

#3 – “Will Adidas beat Nike in the wearables game with its new miCoach Fit Smart Band” via ShinyShiny.TV 

Premise: Adidas is putting another stake in the ground on wearable fitness with its forthcoming Smart Band. With Nike’s decision to concentrate more on the software side of wearables, Adidas has the ability to distinguish itself in a new, but growing market.

Thoughts: Beyond their World Cup battles, Adidas and Nike are drawing lines in the sand on how they want to position themselves in the wearables market. As mentioned in #1 above, very few brands are legitimately playing in this space, so if Adidas can develop a product that consumers can trust, they may find themselves in a very lucrative position.

#4 – “Health Wearables To Save You Visits to the Doctor” via alleywatch.com  

Premise: WSJ produced a short video that interviewed Singularity University’s Daniel Kraft on what the future may look like when thinking about wearables and your personal health. From patches to devices that attach to your inhaler, technology is going to play a huge role in your personal health.

Thoughts: First, I want to implore WSJ.com to start allowing viewers the ability to embed online videos. What year is this again?

With that out of the way, I found this to be highly interesting. The ability to use mobile attachments to scan parts of your body and send the information to your doctor immediately is incredible to me. I realize that this probably freaks some people out, but this is fascinating in my opinion. I do get a little bothered about how much reporters focus on how they “look” vs. the capability itself. For those needing to track their physical health and/or ailments more regularly, closing comments like those made in the clip/link above create unnecessary barriers for people to get over.

Below is another story that makes a strong connection between personal health and wearables:

#5 – “Here’s what Google’s Android Wear can do” via engadget.com  

Premise: At Google I/O, the company took another huge step in committing to the wearables market. As part of the demo, Google announced that the new smartwatches can sync to phones running Android 4.3 (Jelly Bean) or higher. Through a Google Now-like card system, you can bring up the information that is more critical to you and your day. Third-party apps will be heavily engrained in the system, including Twitter, Facebook, and Pinterest. The new LG and Samsung watches were made available to order in the Google Play store on the day of the I/O conference.

Thoughts: You knew I wouldn’t end a #SundayMusings without an article specific to Google and Android, right? If there were to be a smartwatch purchase somewhere down the line in my future, it would have to be one that is based on Android’s system.

Tweet of the Week:

An interesting discussion from #CEWeek if you have a few minutes. (Note, you may have to blast your speakers after the opening credits.) The “Nametag” technology took things a step further than I’m comfortable with. However, it was certainly an interesting demo and discussion around the 27 minute mark on augmented vs. virtual reality.

Thanks again for checking out another edition of Shore Branding’s #SundayMusings! Are you thinking about purchasing at least one of these wearable products? Have you already? Let us know what you think in the Comments section below. Have a great week!

Brand in Focus – Starbucks

 

Recognize this logo?

Recognize this logo?

Welcome to another edition of ‘Brand in Focus’ – our look into the branding and digital marketing efforts of specific brands and companies. In this edition we’ll be focusing on one of the most talked about, successful brands to engage with its customers across social media … Starbucks.

Starbucks.com promotes its social media pages on Facebook, Twitter, and Google+. However, before we even dive into each one, let’s take a minute to talk about their own web site. In preparing this entry, the ‘current’ landing page goes right into mobile marketing with a request to text them to receive offers over your phone. I happened to give this a whirl and was signed up for their SMS program and this was the second message that was sent my way: [Read more...]

Pin of the Month – Google Maps

 

Google Maps infographic by Business-Management-Degree.net

Google Maps infographic by Business-Management-Degree.net

 

The ‘Pin of the Month’ for April 2014 is one that was actually sent my way by Louann Fadrik of Business-Management-Degree.net.  This ties in nicely with one of the recent themes written about here on ShoreBranding.com – my personal loyalty to Google’s products.  This month’s ‘Pin of the Month’ focuses specifically on Google Maps and how it is changing location-based data and business.

At the top of the infographic we see the future of location-based data and what many believe the future holds for us.  “L [Read more...]

Sunday Musings w/ Shore Branding – 3-30-14

A mobile #SundayMusings w/ Shore Branding! (Photo credit: ZDNet.com)

A mobile #SundayMusings w/ Shore Branding!
(Photo credit: ZDNet.com)

Happy Sunday and Happy Spring … at least according to the calendar.  This week’s #SundayMusings will focus on mobile and mobile marketing, so here are the top stories that caught my attention over the past two weeks under this umbrella.  Enjoy!

#1 – Foursquare CEO: How We’ll Tell You Where To Eat And What To Order – via ReadWrite.com 

Premise: Aside from telling our friends and family where you are via mobile check-ins, we are providing a dearth of data and information that foursquare is leveraging to help create recommendations for you in the future based on your interests and behaviors.  The author sat down with foursquare co-founder Dennis Crowley to talk about what the future is or might be for his company.

The interview itself talks about the past and present numbers for foursquare and where it is seeing growth around the globe, including how to monetize the platform based on the success it has seen in the US.  It then pivots towards “anticipatory computing”, i.e. where your mobile device knows your location and is able to make recommendations for you.

Thoughts: If this is your first, or one of your first visits to the site, I’ll just preface my thoughts with the following: I’m a big fan of foursquare and the personalization I can get from the network.  I thought the interview was fantastic and at the end was an “aha” moment.  When Crowley says that if three people go to Google Maps and search for dinner, the same places will come up.  However, if those three people search foursquare, they are going to get recommendations based to their interests.  That’s the point and that’s the Holy Grail right there – you get what you want.

(If you are considering using the foursquare platform for your business, take a look at the “Tips” article we put together several months back.) [Read more...]

Loyalty to Brands – Google

 

My loyalty to Google products continues ... (Photo credit: tirebusiness.com)

My loyalty to Google products continues …
(Photo credit: tirebusiness.com)

Welcome to a new series here on ShoreBranding.com called “Loyalty to Brands”.  As referenced in last week’s #SundayMusings, from time to time, we’ll be putting together a summary on the brands we are loyal to and why.  However, I would also like to open this up for guest writing opportunities as well – similar to what we did for our “Tips” series.  If you are loyal to a particular brand and interested in guest blogging, please let me know here in the Comments section below or through the Contact page.

Our first brand in focus may not be too surprising if you have been following the blog for the past year.  My strongest loyalty probably lies with Google.  Since converting over to Gmail as my preferred email system a handful or so years ago, it has been a growing affiliation with the brand.  My loyalty grew fivefold when I purchased the first Droid phone on Verizon.  I’ve since upgraded my phone several times and have been using the Galaxy Nexus for a couple of years. [Read more...]

Brand in Focus – Cadbury

After doing a little searching for our next ‘Brand in Focus’ – it was quickly decided that Cadbury (UK) would be the nominee due to a slightly unique status across social media platforms.  The Cadbury web site promotes its social media pages on Google+, Facebook, and Twitter.  What immediately caught my eye were the number of fans and followers on each.  Cadbury’s Twitter page has ~185K Followers at the time of this writing and their Facebook page has 518K Fans.  However, their Google+ page has over 3.1 million Followers.

Cadbury’s own web site heavily promotes the G+ and Twitter feeds, as you can see in the image below.  The G+ page has also been heavily supported and used as an example of one of the better/stronger pages out there on the network.  Given this, let’s start there. [Read more...]

Sunday Musings w/ Shore Branding – 12-22-13

Branding and Digital Marketing

Branding and Digital Marketing

Welcome to this week’s Sunday Musings w/ Shore Branding, the top stories in branding and digital marketing from the past week!  Again, we have largely been able to focus on one particular subject this week.  As we come to the end of 2013, it is natural to look ahead to 2014 and this week provided a lot of content for predictions and tips going into next year.

Throughout the links below you will also find several write-ups that we put together here on that particular subject over the course of the past nine months.  Take a look if you missed any of it! [Read more...]

New Poll – What Is On Your Holiday Wish List?

 

What is on your holiday wish list?  (Photo credit: 123rf.com)

What is on your holiday wish list?
(Photo credit: 123rf.com)

We were overdue for a new poll for a few weeks on Shore Branding, but held off in the spirit of our #SaveThanksgiving efforts.  With Thanksgiving past us, it is now time to think about what your holiday wish list looks like.  Our new poll question is simple: What is the one tech-related item that you hope to receive as a gift this month?  (Whether this is self-gifted or from someone else is unimportant…) [Read more...]