Wednesday, May 22, 2013 by Lee Mannering
A couple of weeks ago, I shared some findings from a Progressive Grocer report that outlined retail executives’ perspectives on connecting to consumers in new ways (including social media, mobile, etc.).
In that post I mentioned an opportunity for members coming up June 11-12 at our Fresh Connections: San Diego event. One of our speakers, Carisa Miklusak, has been sharing her thoughts on the digitally savvy consumer and the new decision making process through postings on PMA Xchange. Below I’ve pulled out some key points from her blogs; I encourage you to check out her full posts on Xchange.
- One of the major factors at play in this new landscape is social advocacy. This is the power of one consumer to influence another consumer with opinions and comments. Social media has particularly made the prevalence of social advocacy common and readily available to consumers. The trust that exists between consumers is proven to be significantly stronger than the trust that can be created between us as growers or retailers, and the consumer.
- Build your digital strategy by educating yourself off line. I know it sounds odd but often our best learning of what to do in the digital space occurs in our stores and communities. (Or perhaps, Fresh Connections: San Diego?)
- Pick one or two topics that are highly relevant and dig deeper, moving online to Google the topic, or search it on Facebook and Twitter to find out what kind of online conversations are happening. Then think about how you can contribute to the discussion.
- When someone talks about your product, specifically when they are talking to another consumer, highlight the conversation. You can do this by liking the comment, re-tweeting or re-posting the conversation, or simply by thanking both individuals for their feedback. This is a tactic that highlights social advocacy.
Even though we’re a few weeks away from Fresh Connections: San Diego, there is still time to sign up and plan your connections with the influential buyers already registered for this event. Confirmed retailers include Raley’s, Northgate Gonzalez Market, H-E-B, Grocery Outlet, Basha’s Markets, Save Mart Supermarkets, Bristol Farms, Safeway, Costco Wholesale, and Mollie Stone’s Market.