SOCIAL MEDIA: TODAY’S WORD OF MOUTH

ROCHE BROS. SUPERMARKETS

1 FEBRUARY 2012

T H E I D E A S C O N T A

I N E D I N

T H I S P R E S EN T A T I

O N C A N N O

T B E U S E D

W I T H OU T

W R I T TE N

P E R M IS S I O N .

BERGERON BY THE NUMBERS

C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .

ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 2

20 YEARSBergeron Creative founded in 1991

24/7 CREATORS7 team members each with over 24 years experience

3 CAPABILITIES Branding, interactive and social media

T H E I D E A S C O N T A

I N E D I N

T H I S P R E S EN T A T I

O N C A N N O

T B E U S E D

W I T H OU T

W R I T TE N

P E R M IS S I O N .

ROCHE BROS. SOCIAL MEDIA PRESENTATION

C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .

ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 3

T H E I D E A S C O N T A

I N E D I N

T H I S P R E S EN T A T I

O N C A N N O

T B E U S E D

W I T H OU T

W R I T TE N

P E R M IS S I O N .

FACEBOOK BY THE NUMBERS

C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .

ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 4

800,000,000People on Facebook

500,000,000 People using Facebook Apps

350,000,000People accessing Facebook via mobile

T H E I D E A S C O N T A

I N E D I N

T H I S P R E S EN T A T I

O N C A N N O

T B E U S E D

W I T H OU T

W R I T TE N

P E R M IS S I O N .

TWITTER BY THE NUMBERS

300,000,000People on Twitter

100,000,000+ Businesses on Twitter

250,000,000+Business Tweets per day

C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .

ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 5

T H E I D E A S C O N T A

I N E D I N

T H I S P R E S EN T A T I

O N C A N N O

T B E U S E D

W I T H OU T

W R I T TE N

P E R M IS S I O N .

YOUTUBE BY THE NUMBERS

800,000,000Visitors to YouTube each month

3,000,000,000 Video views per day

400,000,000Mobile video views per day

C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .

ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 6

T H E I D E A S C O N T A

I N E D I N

T H I S P R E S EN T A T I

O N C A N N O

T B E U S E D

W I T H OU T

W R I T TE N

P E R M IS S I O N .

CONSUMERS CONTROL MARKETING

C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .

ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 7

T H E I D E A S C O N T A

I N E D I N

T H I S P R E S EN T A T I

O N C A N N O

T B E U S E D

W I T H OU T

W R I T TE N

P E R M IS S I O N .

92%

WHO TRUSTS YOU?

C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .

Percentage of shoppers more confident with info online vs. from a salesclerk

ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 8

T H E I D E A S C O N T A

I N E D I N

T H I S P R E S EN T A T I

O N C A N N O

T B E U S E D

W I T H OU T

W R I T TE N

P E R M IS S I O N .

90%

WHO LOVES YOU?

C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .

ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 9

Percentage of brand touchpoints nowgenerated by consumers

T H E I D E A S C O N T A

I N E D I N

T H I S P R E S EN T A T I

O N C A N N O

T B E U S E D

W I T H OU T

W R I T TE N

P E R M IS S I O N .

75%

WHO TRUSTS YOU?

C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .

ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 10

Percentage of consumers that don’tbelieve advertisements tell the truth

T H E I D E A S C O N T A

I N E D I N

T H I S P R E S EN T A T I

O N C A N N O

T B E U S E D

W I T H OU T

W R I T TE N

P E R M IS S I O N .

53%

WHO LOVES YOU?

C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .

ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 11

By 2014, total percentage of retail sales affected by the Internet

T H E I D E A S C O N T A

I N E D I N

T H I S P R E S EN T A T I

O N C A N N O

T B E U S E D

W I T H OU T

W R I T TE N

P E R M IS S I O N .

BUILDING LOYALTY WITH RAVING FANS

C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .

ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 12

T H E I D E A S C O N T A

I N E D I N

T H I S P R E S EN T A T I

O N C A N N O

T B E U S E D

W I T H OU T

W R I T TE N

P E R M IS S I O N .

SOCIAL MEDIA: BIGGER THAN YOU THINK

C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .

ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 13

53%Social networking growth among users aged 55-64 between 2009 and 2010

BABY BOOMERS1946 –1964

T H E I D E A S C O N T A

I N E D I N

T H I S P R E S EN T A T I

O N C A N N O

T B E U S E D

W I T H OU T

W R I T TE N

P E R M IS S I O N .

SOCIAL MEDIA: BIGGER THAN YOU THINK

C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .

ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 14

79%Percentage of users aged 31-46on social networking sites in 2011

GENERATION X1965 –1980

T H E I D E A S C O N T A

I N E D I N

T H I S P R E S EN T A T I

O N C A N N O

T B E U S E D

W I T H OU T

W R I T TE N

P E R M IS S I O N .

SOCIAL MEDIA: BIGGER THAN YOU THINK

C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .

ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 15

81%Use Facebook every day, double the amount they watch TV or read newspapers 

MILLENIALS1981-1999

T H E I D E A S C O N T A

I N E D I N

T H I S P R E S EN T A T I

O N C A N N O

T B E U S E D

W I T H OU T

W R I T TE N

P E R M IS S I O N .

SOCIAL MEDIA: BIGGER THAN YOU THINK

C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .

ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 16

91%Users aged 14-30 make their Facebook Places and Foursquare check-ins public 

MILLENIALS

T H E I D E A S C O N T A

I N E D I N

T H I S P R E S EN T A T I

O N C A N N O

T B E U S E D

W I T H OU T

W R I T TE N

P E R M IS S I O N .

THE YEAR MILLENIALS SURPASSED BOOMERS IN THE WORKFORCE.

C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .

ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 17

T H E I D E A S C O N T A

I N E D I N

T H I S P R E S EN T A T I

O N C A N N O

T B E U S E D

W I T H OU T

W R I T TE N

P E R M IS S I O N .

PEOPLE ARE THE MEDIA

C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .

ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 18

80%

Via socialmedia people share• New foods• Interesting

foods• New recipes• Places to find

these foods or the needed ingredients

Percentage of people who daily don’t know what’s for dinner, even as 4pm approaches

T H E I D E A S C O N T A

I N E D I N

T H I S P R E S EN T A T I

O N C A N N O

T B E U S E D

W I T H OU T

W R I T TE N

P E R M IS S I O N .

TYPES OF SOCIAL MEDIA BUZZ

C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .

ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 19

• Complaints• Compliments• Product usage experiences • Recommendations• Suggestions• Comparisons• Purchase intention/buying behavior• Switching behavior

T H E I D E A S C O N T A

I N E D I N

T H I S P R E S EN T A T I

O N C A N N O

T B E U S E D

W I T H OU T

W R I T TE N

P E R M IS S I O N .

ROCHE BROS. SOCIAL MEDIA STRATEGY

C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .

ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 20

T H E I D E A S C O N T A

I N E D I N

T H I S P R E S EN T A T I

O N C A N N O

T B E U S E D

W I T H OU T

W R I T TE N

P E R M IS S I O N .

YOUR WEBSITE IS THE HUB

C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .

ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 21

T H E I D E A S C O N T A

I N E D I N

T H I S P R E S EN T A T I

O N C A N N O

T B E U S E D

W I T H OU T

W R I T TE N

P E R M IS S I O N .

REBRANDED TO REFLECT FEEL OF STORES

C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .

ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 22

T H E I D E A S C O N T A

I N E D I N

T H I S P R E S EN T A T I

O N C A N N O

T B E U S E D

W I T H OU T

W R I T TE N

P E R M IS S I O N .

REBRANDED TO REFLECT FEEL OF STORES

C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .

ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 23

T H E I D E A S C O N T A

I N E D I N

T H I S P R E S EN T A T I

O N C A N N O

T B E U S E D

W I T H OU T

W R I T TE N

P E R M IS S I O N .

ROCHE BROS. CORE SOCIAL MEDIA SITES

C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .

ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 24

T H E I D E A S C O N T A

I N E D I N

T H I S P R E S EN T A T I

O N C A N N O

T B E U S E D

W I T H OU T

W R I T TE N

P E R M IS S I O N .

Microsite• Landing Pages• Leverage existing

content• Import Twitter,

Flickr, YouTube• Use coupons to

promote Home Delivery

• Weekly Specials• Announce Store

Events and Promotions

• Conduct polls

FACEBOOK

C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .

ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 25

T H E I D E A S C O N T A

I N E D I N

T H I S P R E S EN T A T I

O N C A N N O

T B E U S E D

W I T H OU T

W R I T TE N

P E R M IS S I O N .

Two way conversation• Respond to Tweet

about Roche Bros.• Find your

Influencers and Earlyvangelists

• Twitter Chats• Avoiding gluten?,

Looking for something healthy? , Check out this meal!

• Conduct polls• Announce Store

Events and Promotions

TWITTER

C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .

ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 26

T H E I D E A S C O N T A

I N E D I N

T H I S P R E S EN T A T I

O N C A N N O

T B E U S E D

W I T H OU T

W R I T TE N

P E R M IS S I O N .

3 Billion video views per day• Leverage video

content• Present videos in

user friendly manner

• Google loves YouTube

• Increase visibility of videos

• Garner greater influence of brand

YOUTUBE

C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .

ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 27

T H E I D E A S C O N T A

I N E D I N

T H I S P R E S EN T A T I

O N C A N N O

T B E U S E D

W I T H OU T

W R I T TE N

P E R M IS S I O N .

INCREASE MILLENIAL CUSTOMER BASE

C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .

ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 28

T H E I D E A S C O N T A

I N E D I N

T H I S P R E S EN T A T I

O N C A N N O

T B E U S E D

W I T H OU T

W R I T TE N

P E R M IS S I O N .

Create boards• Recipes• Prepared Food• Creative

Entertaining• Healthy Eating

PINTEREST

C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .

ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 29

T H E I D E A S C O N T A

I N E D I N

T H I S P R E S EN T A T I

O N C A N N O

T B E U S E D

W I T H OU T

W R I T TE N

P E R M IS S I O N .

Hangouts • Up to 10 people can

be in a video “hang out” or conference.

• We can reward our best Influencers or social participants with the celebrity Chef Q&A.

• Invite people to watch “Hang out”

GOOGLE+

C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .

ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 30

T H E I D E A S C O N T A

I N E D I N

T H I S P R E S EN T A T I

O N C A N N O

T B E U S E D

W I T H OU T

W R I T TE N

P E R M IS S I O N .

PROMOTE HOME DELIVERY SERVICE

C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .

ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 31

T H E I D E A S C O N T A

I N E D I N

T H I S P R E S EN T A T I

O N C A N N O

T B E U S E D

W I T H OU T

W R I T TE N

P E R M IS S I O N .

Simple blogging site• Home delivery

coupons• Promote store pick-

up• Weekly Specials

TUMBLR.

C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .

ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 32

T H E I D E A S C O N T A

I N E D I N

T H I S P R E S EN T A T I

O N C A N N O

T B E U S E D

W I T H OU T

W R I T TE N

P E R M IS S I O N .

TOUT

C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .

ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 33

15 second videos• Post from mobile

device• Promote Home

delivery• Customer

testimonials• Picker Testimonials• Driver Testimonials• Promote Store

pick-up

T H E I D E A S C O N T A

I N E D I N

T H I S P R E S EN T A T I

O N C A N N O

T B E U S E D

W I T H OU T

W R I T TE N

P E R M IS S I O N .

PROMOTE CREATIVE ENTERTAINING

C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .

ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 34

T H E I D E A S C O N T A

I N E D I N

T H I S P R E S EN T A T I

O N C A N N O

T B E U S E D

W I T H OU T

W R I T TE N

P E R M IS S I O N .

Create Photo Sets• Leverage existing

content• Creative Entertaining• Prepared Foods• Recipes• Push to Facebook

FLICKR

C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .

ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 35

T H E I D E A S C O N T A

I N E D I N

T H I S P R E S EN T A T I

O N C A N N O

T B E U S E D

W I T H OU T

W R I T TE N

P E R M IS S I O N .

1970’s style photos in Square format• Creative

Entertaining• Prepared Foods• Recipes• Push to Twitter

INSTAGRAM

C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .

ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 36

T H E I D E A S C O N T A

I N E D I N

T H I S P R E S EN T A T I

O N C A N N O

T B E U S E D

W I T H OU T

W R I T TE N

P E R M IS S I O N .

PROMOTE WESTBORO LOCATION

ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 37C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .

T H E I D E A S C O N T A

I N E D I N

T H I S P R E S EN T A T I

O N C A N N O

T B E U S E D

W I T H OU T

W R I T TE N

P E R M IS S I O N .

Location-based visual guide to good food and where to find it• Leverage existing

content• Create a Guide

(menu) for prepared food

• Create a Guide (menu) for Creative Entertaining

• Accessible via mobile

FOODSPOTTING

ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 38C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .

T H E I D E A S C O N T A

I N E D I N

T H I S P R E S EN T A T I

O N C A N N O

T B E U S E D

W I T H OU T

W R I T TE N

P E R M IS S I O N .

Location-based social networking website for mobile • Loyalty programs

(like digital punch card)

• Check-in rewards• Mayor Specials• Swarms• Amex Rewards

FOURSQUARE

ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 39C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .

T H E I D E A S C O N T A

I N E D I N

T H I S P R E S EN T A T I

O N C A N N O

T B E U S E D

W I T H OU T

W R I T TE N

P E R M IS S I O N .

• Prioritize based on greatest RIO• Establish budget• Align with promotion, events, etc.• Timeline implementation • Optimize Website• Gather existing content• Populate sites• Engage your customers• Cultivate Raving Fans

NEXT STEPS

C O P Y R I G H T © 2 0 1 2 B E R G E R O N C R E A T I V E S T U D I O S , I N C .

ROCHE BROS. SUPERMARKETS | SOCIAL MEDIA | 40

B R A N D I N GI N T E R A C T I V ES O C I A L M E D I A

1 5 1 W o r c e s t e r S t r e e tF i r s t F l o o rN o r t h G r a f t o n , M a 0 1 5 3 6

8 8 8 . 7 6 4 . 6 1 7 1i d e a s @ b e r g e r o n c r e a t i v e . c o mw w w . b e r g e r o n c r e a t i v e . c o m