As far as MarketingM8 is concerned, Sainsbury’s is the social media number 1 UK grocery retailer Christmas 2011, but how’s the competition doing and who’s last?
Most people will agree that 2011 has been a great year for social media and it seems likely that Sainsbury’s can only benefit from having the best social media profile of all the UK grocery retailers this Christmas.
Unlike some of their UK competitors, Sainsbury’s have developed their social media presence extremely well, with well over 250,000 LIKES on the Sainsbury’s Facebook account, a very active Twitter account with over 27,000 followers, a good Klout score, an excellent Flickr account with lots of great photographs and a great YouTube account with 126 videos.
This blog post was inspired by my recent collaboration with North American social media analyst Mr Edward Wong and came about as a consequence of our discussions on social media in the retail sector here in the UK and in American. How did I meet Edward Wong and build a great professional relationship? On Twitter, of course!
Earlier this year I attended a long meeting with 2 of the top directors of one of Sainsbury’s main competitors and it was during that meeting that I explained the real benefits of using social media to boost their somewhat traditional profile.
The directors proudly informed me that the company had a turnover in excess of £300,000,000 and they both seemed very keen to jump on the social media bandwagon as soon as possible. Very keen that is, until I explained that to use social media well and really benefit from it, more than 1 person would be needed to develop and maintain a significant a campaign successfully.
I went on to explain the benefits of a quality LinkedIn profile, a WordPress blog, Google+, YouTube, Flickr, StumbleUpon, Triberr, Twylah, Tumblr, Buffer, etc, etc and at that point the directors looked a little overwhelmed. Fortunately, they were honest enough to tell me that they had little or no real idea about social media and explained that they only wanted to use Twitter and Facebook for their campaign. “We don’t want to rush into social media,” they said, “The board might not like it”.
The company in question has managed to develop a new website, however, the only social media connection they currently have (that I could see) is YouTube and that’s a big shame; a half hearted effort at adopting to social media will not produce great results.
Conversely, Sainsbury’s have totally embraced social media as opposed to just pecking it on the cheek and they’ve gained big time from their forward thinking.
Edward Wong’s graph highlights that quite recently Sainsbury’s were well ahead of the competition and Morrisons were last in the UK grocery retailers race to social media prominence. However, it must be said that since the graph was originally put together some of Sainsbury’s competitors have done well in their attempts to catch up and this shows us that some retailers do appreciate the importance of social media connectivity.
Being a social media ‘early adopter’ has significant advantages, but maintaining a quality social media profile does take planning and management, like any other marketing, social media marketing is ‘organic’ and needs to be nourished and nurtured.
The research for this report was conducted on the 4 most popular and largest social media channels: Twitter, Facebook, LinkedIn and Youtube.
Twitter with well over 350,000,000, was assessed because of its potential use for mass communications to drive market presence and brand awareness. Facebook with over 750,000,000 registered accounts has become the primary channel to drive customer loyalty, brand advocacy and customer engagement.
Everyone wonders why LinkedIn has become such an important channel; besides its customers, the next best brand advocate for any company is its employees and anyone who is anyone in business should be on LinkedIn!
Finally, YouTube with its reputation of spawning viral video pandemic is increasing in its importance as a social media channel replacing the traditional television commercial.
How does your company compare? How well do your social media profiles represent your company? Do you need help to be successful with social media in 2012?
It’s clear to see that half hearted efforts just won’t provide good results, it’s not just about having a good website or blog any more, it’s all about social media connectivity and maintaining a quality profile.
If you find this information interesting, please give it a Google + CLICK and also share it on Facebook, Twitter, StumbleUpon, Digg, or whichever social media platform you prefer.
If you want to get ahead with a social media call 01473 435308 or email firstname.lastname@example.org and we’ll explain just how cost effective a blog can be and exactly how to develop a quality social media campaign.
- Sainsbury’s buys £1m GMV to boost digital site (independent.co.uk)
- Jamie Oliver Splits From Sainsbury’s After 11 Years (huffingtonpost.co.uk)
- Sainsbury’s opens ‘biggest store in the north’ at Heaton Park (menmedia.co.uk)
- More Christmas jobs for Sainsbury’s (mirror.co.uk)