Social Media Spotlight: Welch’s

18 May

Progressive Media Concepts - Social Media Marketing and Management Today, our Social Media Spotlight will focus on the well-known, family favorite brand, Welch’s. Welch’s has been in the grape business since 1869, and offers a variety of 100% grape juices. Their product line also consists of other 100% juices, sparkling beverages, juice cocktails, concentrates, jams, jellies, and snacks. Welch’s is currently the world’s leading marketer of Concord and Niagara-based grape products. Let’s find out how such an established company uses social media marketing to its benefit. Erika Jubinville gives us the inside scoop on their social strategy.

What social media platforms do you currently use?

E: We engage with our consumers on Facebook, with a current fan base of 110k+, on Twitter, and through our blogger community. We are actively exploring social media campaign opportunities to continue to engage with our consumers in relevant ways.

What value, if any, does social media provide to your business?

E: The conversation is already happening; engaging in social media platforms gives us the opportunity to join in on the conversation, create relationships with our consumers and learn about our consumers. Social media also allows us to collect consumer feedback, communicate our key messages, and stay relevant.

Which social media platform works best for your business?

E: Facebook is a powerful platform that we continue to develop and have built up a growing fan base (+110k) of brand advocates. We also have a big opportunity to leverage Twitter, as those followers tend to be more influential and more active social media consumers.

How has social media impacted your business in terms of ROI and sales?

E: Besides digital coupons, we have not yet run a major campaign that has directly correlated to sales data. However, the real ROI is the amount of online impressions, improved customer loyalty, and increased online brand presence, as well as brand relevancy. Not to mention the fact that social media allows us the opportunity to obtain real time marketing insights and consumer data just by listening and engaging in conversations around our brand. There is no ROI on ignoring your customers!

Do you have any advice for companies who are on the fence about social media?

E: Most companies are in a “test and learn” phase. In order to create and establish benchmarks, it is important to set clear objectives and assign measures for these. There are multiple social media platforms, services and applications that pop up every day, and you can’t chase all of them. Pick the right ones and develop a strategy. It is important to be where your customers are, and it is important to listen. If you are providing a product or a service, people will have opinions to share. If you want brand advocates, there is no easier way of “word of mouth” marketing than social.

Is there any social media strategy that you would like to improve or do differently?

E: We would like to continue to provide our fans and followers with interesting and relevant content. Finding more ways to do that is our priority.

The answers that Erika has provided us with, prove that Welch’s uses a defined and realistic social media strategy. It is important that businesses set goals when they jump on the social media bandwagon, in order to find which sites would be most useful in targeting their consumer base. Welch’s understanding of social media ROI is perfect – although they have not received sales data yet, they realize that ROI comes in the form of a relevant and influential web presence. That response would make any social media advocate happy. Thank you, Erika, for providing us with wonderful insights for corporate-level social media strategies. If any of our readers would like to thank Erika themselves, you can reach her @ErikaShaine on Twitter!

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