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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

Twitter

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