tesco ireland graham kirk
Post on 26-Jun-2015
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This is what I can do for you, Enjoy.
Tesco IrelandOur Social Media Challenge
Presentation to: Tesco Ireland
By:Graham Kirk
Outline & Agenda
• Introduction• Tesco Ireland – Where are we now?• Understanding the numbers – Research• SWOT Analysis – Key outcomes• Learning from others• A new beginning
– 3 year Social Media strategy• Year 1• Year 2• Year 3
• Summary and questions• Key next steps
Tesco Ireland – Where are we now?
2,234
66,744
1,139 2,4940 324 609 140
20,000
40,000
60,000
80,000
Tesco Ireland Supervalu Superquinn Dunnes Stores
FB likes Twitter
Research from AMAS 2011 shows social features on the following websites below social benchmark of 6 which indicates minimal or no social media usage on sites
From Swot analysis
Supervalu # 1 in market for followers
Source: Amas May 2011
Understanding the numbers – Research
62% increase since 2008 in BB subs75% of people have access to a PC or Laptop regardless of
ownership
Customers are using web for purchasing relative goods 25-44 are highest users of Internet
Source: Amas May 2011
Understanding the numbers-Research
• 500 million people world wide on facebook
• 1.94 million people in Ireland on facebook
• FB is #1 smart phone app in ireland
• Social media has become mobile and people are using smart phones as a way to communicate via facebook, twitter, youtube etc. Information can be passed in a matter of seconds via these online tools
Source: Amas May 2011
SWOT Analysis – Key Outcomes
• Strengths – Newly launched FB page increasing amount of followers
each day– Integration taking place among other media which is
positive for the brand eg. Press ads which have the fb logo on it this will direct customers to the page
– Strength of brand at current stage with out taking into account full backing of social media features
• Weakenesses – Consumer comment control, ensure people post a positive
image of the company with comments– Communicating with consumer, prior to June was obviously
nil. FB and Twitter can act as an instant customer care centre for the brand
– No twitter page, a lot of people that are on FB are on Twitter so you can increase your frequency of contact with them if you had both
SWOT Analysis - Key Outcomes
• Opportunities– Reduce any negative publicity– Grow social media in the market over next 3years– Learn from case studies of companies using social media to
their advantage– Integrate Social media into advertising campaigns, become
a leading brand using it
• Threats– Lidl, Aldi, local retailers– Bad publicitiy– Economic Recession
Learning from others
Competition
Interaction
Photos
Maximising Social Media
1)Photos
2) Competitions
3) Interactions
4) Links Twitter
A new beginning
• Year 1June 2011-May 2012• Generate FB & twitter pages to increase their prescence
amongst competitors in social media• Target fb users : 25,000
Target Twitter : 12,500• This will give us a good foundation to build from and grow from • Increase interaction with customers• Hype up occassions in year with offers instore, valentines day,
Fathers Day, Mothers
1
1 follower
37,500 followers end of year 1
A new beginning
1
2
• Year 2• June 2012-May 2013• Target fb users : 25,000• Target Twitter : 12,500• Year two will see a maintenance period a chance to iron out any
issues we may be having with the page.
1 follower
75,000 followers
• Year 3• June 2013-May 2014• Target fb users : 18,000• Target Twitter : 7,000• Year three will see us gain a foothold on the social media
market and will allow us to easily interact with customers.
3
2
1
1 follower
100,000 followers FB & Twitter
#1 social media user in the FMCG market
A new beginning
Summary
• Tesco’s social media usage at present for the brand compared to other competitors in market is considerably lower
• From research shown media is swinging towards online and we as a brand must be one alert to that and two be able to service customers wants and needs
• Although tesco Ireland has launched a new official face book page this will have to be monitored and ensure that it is managed in the correct way. Ensuring the correct message is portrayed and no one tries to harm the brand by negative online commenting
• We have to try increase our market share regarding use of social media via twitter and FB
• Ensure we keep customers happy via FB & Twitter. This will show a means to an end for social media
• Learn from other, ensure we do not make same mistakes and use what they have done and apply it to our social media strategy
• 3 year plan currently in place ensure it continues to grow at a rapid rate
Questions
Thank you
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