11. Get Satisfaction“...our goals were to project a better sense of who we are and to communicate directly with our customers at both the store level and also at a more global, philosophical level.” —Marla Erwin on revamping Whole Food’s online presence
16. Whole Foods CEO Blog http://wholeboycott.com/ http://www2.wholefoodsmarket.com/blogs/jmackey/
17. Whole Foods CEO Blog Blog meets controversy, but Whole Foods allows conversation to take place without censoring. http://www2.wholefoodsmarket.com/blogs/jmackey/
18. Twitter “Twitter is vital for us as it gives a clear and immediate picture of what our customers are thinking, and gives us a chance to respond more directly than any other venue.” —M.E. Why the Anonymity? Erwin says three reasons: Authority Boundaries Continuity
19. Twitter Response to Criticism Gain CustomerInsight Promotions/Deals http://twitter.com/wholefoods
20. Twitter A Twitter Story “When the Gulf Coast hurricanes hit, many businesses were closed for days on end. We were able to let people know via Twitter that several stores were open using generator power, and that we had drinking water available for free. We got a lot of thanks for that from people who were stranded without groceries and couldn't find any open stores.” Twitter quotations/info. from interview with Marla Erwin at http://redcouch.typepad.com/weblog/2008/12/1-why-did-whole.html
21. Facebook Facebook Post Tree: Mondays: Special recipes Tuesdays: Tips on how to stay healthy with your food Wednesdays: Career opportunities etc… Facebook Central Hub on Main Website I’m local! (And so is my facebook page.)
33. Current Events*“Our Forums are for our customers to exchange recipes, share special diet concerns, and interact about food and environmental issues.” Whole Foods Forums
42. Let’s whole chat. Does Whole Foods have their fingers in too many pies? What do you think of their open treatment of criticism? What do you think of the decision of CEO John Mackey to blog his personal opinions on the corporate Website? Four chili peppers?
Editor's Notes
Interactive Art Director at Whole Foods
Much more relaxed style; personal tone of voice
Authority: speaking for company vs. individual stanceBoundaries: frees tweeters to be opinionated in their personal accountsContinuity: new tweeter can take over without having to introduce new identityTwitter: “ideal for quick promotions”
Over 200 facebook pages for individual stores
They do not participate, but they provide a space for customers to interact.