-How to effectively translate social data into meaningful metrics. -Sharing industry trends and case studies that map to corporate strategy for personal gain. -Showcasing channel strengths without pounding on one’s chest.

1. P a u l A l b r i g h t │ S e n i o r S o c i a l M e d i a M a r k e t i n g M a n a g e r │ S a f e w a y

2. Safeway proprietary and confidential
Keeping Executives
Interested (and
Invested) in Social
Media - Through Data
#Datarespect

3. Safeway proprietary and confidential
Overview
• Introduction
• Social Media is the only media
• Metrics have evolved
• Three approaches
• Campaign examples
#Datarespect

4. Safeway proprietary and confidential
From PR to Brand to
Digital Marketing
Focused on researching, creating and sharing memorable brand
stories to measurably influence behavior.
PR/COMMUNICATIONS BRAND MARKETING DIGITAL MARKETING

5. Safeway proprietary and confidential 5
“Social Media is the Only Media”
• More and more evidence to support the statement
• Brands are effectively reaching consumers through
genuine interactions
• CMO’s are channeling more dollars to social – but are
they?
• Social is still having to prove itself
• Data lights the path to the dollar
• #Datarespect

6. Safeway proprietary and confidential
Measurement Has Evolved
• Social Media measurement has matured, priorities changed
2008 2015
Business
Impact
Reach,
Engagement
#Datarespect

7. Safeway proprietary and confidential
Approach 1 – I Will Change for You
• Identify DM team KPIs and make them work for social
• If reach, use impressions
• If TRP, tout frequency
• If loyalty, showcase community size and engagement
• Tell them what they want to hear
• Swallow pride
• It’s not marketing, it’s survival – can’t beat ‘em, join ‘em
• Results: Low performance, lots of disclaimers
#Datarespect

8. Safeway proprietary and confidential
Approach 2 – Make Them Understand
• Teach execs what PTAT is and why fan count doesn’t
matter
• Schedule roadshows and force-feed colleagues
performance results
• Build guardrails and enforce rules
• Reiterate how Social Media is different/unique
• Social ROI isn’t important
• If you don’t get on board, your loss
• Results: Greater distance, confusion, no budget
#Datarespect

9. Safeway proprietary and confidential
Approach 3 – Solve Business Problems
With Social Strategies and Share Wins
• Identify business objectives and leverage channel strengths
to satisfy
• If it’s reach  social can do that
• If it’s app downloads  social can do that
• If it’s ER  social can do that
• If it’s awareness  social can do that
• If it’s DR/sales  social can do that
• If it’s rep mgmt  social can do that
• Ensure social data is compatible with DM analytics
• Results: Incremental budget, seat at table, respect
#Datarespect

10. Safeway proprietary and confidential
Facebook “Flash” Giveaways
Social Media effectively solving business objectives.
OBJECTIVE:
• Get credit for
selling new
products
• Effectively trial
products and
impact velocity
RESULTS:
• Earned media
hype, brand
awareness, ER
• 40%+
redemption,
5% avg repeat
purchase

11. Safeway proprietary and confidential
Pinterest Recipe Activation
Leverage budget to learn impact on earned media.
OBJECTIVE:
• Raise
significant
awareness for
Own Brands
product
category depth
STRATEGY:
• Create unique
recipes
featuring
multiple,
disparate SKUs
TACTIC:
• Publish and
promote pins

12. Safeway proprietary and confidential
Results
• 6.22MM total impressions, 3.4 paid impressions, 45% earned
• 3.07% overall engagement rate
• 55K re-pins, 190K total engagements, 19K clicks to
Safeway.com

13. Safeway proprietary and confidential
Brand Reputation Management
Multi-million dollar “Pink Slime” issue quickly mitigated through proactive
response.
Safeway, the second largest US supermarket chain, announced Wednesday it will no longer
stock "lean finely textured beef," or what has become commonly derided as "pink slime."
"While the USDA and food industry experts agree that lean finely textured beef is safe and
wholesome, recent news stories have caused considerable consumer concern about this
product. Safeway will no longer purchase fresh or frozen ground beef for our stores' meat
departments that contains lean finely textured beef," Safeway said in a statement.

14. Safeway proprietary and confidential
Take Away
• There are several approaches you can make to gain
visibility for Social Media metrics
• Every marketing organization has its own KPIs and
ways to measure campaign success
• Now more than ever Social Media marketers must
work to solve business challenges and surface
compelling data stories in order to capture greater
resources, investment, respect
#Datarespect

15. Safeway proprietary and confidential
Thank you
Paul.Albright@Safeway.com
Facebook.com/Safeway
Twitter.com/Safeway
YouTube.com/Safeway
Pinterest.com/Safeway
#Datarespect