SuperValu Twitter Demographics by tam26166

VIEWS: 10 PAGES: 21

									SuperValu Twitter
 Demographics

      NWA Social Media Club
    Collin Condray (@ccondray)
             5/28/2009
                                                                           Who is SuperValu?




   • 4th largest grocery retailer in the US
   • SuperValu has 11 semi-independent banners


Maps are a geographic representation at the time of development and may not reflect recent changes. Please refer to the market profile for county listings.   Updated April 2009
                                                                                                                                                                                   2
                           Overview

• What is the potential reach of Twitter at SuperValu? Can
  enough customers be reached using this service?
   – What do we know about the Twitter user? Are there enough in
     our operating area to matter?
   – What resources do we have in the Customer Insights group that
     can target those users at SuperValu?
   – Can we quantify what effect Twitter would have?
• What can we use Twitter for at SuperValu and how does
  it further our business goals?




                                                                     3
                                                       Who’s Using Twitter?
        • Pew Research has recently studied which online
          Americans are using Twitter
                – Twitter is growing steadily
                         • 11% of online Americans use Twitter as of December 2008
                         • Up from 9% from November 2008
                         • Up from 6% from May 2008 for all microblogging services
                           including Twitter
                – Twitter users are more likely to be active in other
                  online social networks (e.g. Blogs, Facebook,
                  MySpace)
                         • 23% of social network users have used Twitter
                         • 27% of bloggers use Twitter vs. 10% of non bloggers
                – Twitter adds another channel of communications for
                  content producers
Source: http://pewresearch.org/pubs/1117/twitter-tweet-users-demographics
                                                                                     4
                                                       Who’s Using Twitter?
                – Of Online Americans:
                         • By age
                                 –   18 to       24:      19%
                                 –   25 to       34:      20%
                                 –   35 to       44:      10%
                                 –   45 to       54:      5%
                         • Income
                                 – Income less than $30,000
                                 – Income greater than $100,000
                         • Location
                                 – Urban dwellers



Source: http://pewresearch.org/pubs/1117/twitter-tweet-users-demographics
                                                                              5
               What is the Nielsen Homescan Panel?

•   A group of households
    selected to be
    demographically and
    geographically
    representative of the U.S.
•   continually providing
    information about their
    purchases
•   from all outlets using in-
    home scanners, to tell us:
    –   who buys
    –   what they buy
    –   when they buy it
    –   where they buy it

                                                     6
                      Nielsen Terminology

• Indexes are a measure of how well a
  demographic compares to the national average.
  – Below 100 is a low correlation
  – 100 is average. This demographic purchases the
    category at the same rate as the Total US.
  – 100-120 is a good match
  – 121+ is a very high match
• Item $ Per Item Buyer
  – Dollar / Item Buyers
  – The average annual dollars spent on this category per buyer.




                                                                   7
                            Who’s Twittering in your Neighboorhood?
                                            Twellohood on Twellow.com




                                                                        8
Source: Twellohood twellow.com as of 5/28/2009
                          How Twellow Works




•   How did Twellow get my data?
•   Twellow takes advantage of the freely-available public data feeds that come
    from the Twitter service. If your updates are not set to protected, then your
    messages sent via Twitter will be included in these feeds. Twellow then
    captures the data, parses it for matches within our categories, and enters
    your information into our system.

                                                                                    9
                Self Identified Twitter Users In SuperValu’s Banners

       •     Acme
               – Philadelphia-11,000 (Pennsylvania-27,427)
       •     Jewel
               – Chicago-28,611 (Illinois-38,223)
       •     Shaw's
               – Boston-15,513 (Massachusetts-24,814)
       •     Albertsons Southern California
               – Los Angeles-12,966 (California-103,475)
               – San Diego-12,649
       •     Albertsons Intermountain West
               – Salt Lake City-2,876 (Utah-5,305)
               – Seattle-15,855 (Washington-26,857)
               – Portland-8,798 (Oregon-13,761)
       •     Cub Foods
               – Minneapolis-7,189 (Minnesota-11,380)
       •     Local Reference
               – Little Rock-943 (Arkansas-3,345)
               – Fayetteville-470
               – Springdale-73


                                                                       10
Source: Twellohood twellow.com as of 5/28/2009
                            Putting It All Together

                               Cub
                                          • We know:
                                             – How close the banner’s operating area
        Category X          Minneapolis        matches the Twitter demographic and
Twitter Users Per City          7,189          which banners are better matches and
Twitter Users Per State        11,380          should be targeted first.
Twitter Users Per Banner        7,189            • Age (under 35)
Item $ Per Item Buyer          $21.63
INC - <$20,000                    90
                                                 • Income (< $30k, >$100 k)
INC - $20,000-29,999             112             • Region (Urban Dwellers)
INC - $70,000-99,999
INC - $100,000+
                                  92
                                 102
                                             – How many Twitter users are in each of
AGE FH - Under 35                116           the banner’s operating area.
AGE FH - 35-44                    89         – How much the average customer
Cosmopolitan Centers             125
Affluent Suburban Spreads         88           spends on a category annually.
Compatibility Index              5.0      • We can now estimate how much
Estimated Sales               $38,877
                                            additional sales can be generated by
                                            converting Twitter users to SuperValu
                                            shoppers.

                                                                                11
                    Potential Sales Calculations

• Estimated sales are calculated by:
   – Number of Twitter users in a SuperValu banner
   – Times the average dollars spend per shopper (green highlighted rows)
   – Times an estimated conversion factor (20% of Twitter users become
     new shoppers)
• Other Estimate Considerations:
   – The number of Twitter users per region is self reported. Twitter users
     are not required to include their location in their profiles. This means
     there are probably more users in all of these regions.
   – Twitter users in adjacent cities are not included which will also increase
     potential new customers.




                                                                                  12
                         SuperValu Category X Twitter Demographics*
                                   Acme           Jewel             Shaw's                  Albertsons IMW                 Albertsons So. Cal.               Cub

                                                                              Salt Lake City-
        Category X              Philadelphia     Chicago            Boston                      Seattle      Portland   Los Angeles        San Diego      Minneapolis
                                                                                  Boise
Twitter Users Per City             11,000         28,611             15,513       2,876          15,855        8,798      12,966             12,649           7,189
Twitter Users Per State            27,427         38,233             24,814       5,305          26,857       13,761                83,940                   11,380
Twitter Users Per Banner           11,000         28,611             15,513                      27,529                             25,615                    7,189
Item $ Per Item Buyer              $21.66         $19.25             $18.95      $16.69          $19.00       $18.03      $21.73             $24.69          $17.09
INC - <$20,000                      103            113                 78          87             118          113         127                 75              103
INC - $20,000-29,999                 71            102                100         127              85          101          79                 79              115
INC - $70,000-99,999                128             92                 86         106              73           87          72                120              129
INC - $100,000+                     103             91                 78         124              73          105          82                107              112
AGE FH - Under 35                    94             95                 72         102             124          130         117                 95              110
AGE FH - 35-44                       82            117                121          85             104          102          88                 82              128
Cosmopolitan Centers                126            103                119         112              72          117         101                125              101
Affluent Suburban Spreads            89            129                 74          78              75           90         122                 75              102
Compatibility Index                  6.0            6.0                3.0                         5.3                               5.5                       10.0
Estimated Sales                   $59,573        $137,681           $73,480      $11,998        $75,300      $39,647      $70,442            $78,092        $30,720
                                                                                                                                                 Total:     $576,933

        • Cub, Acme, and Jewel index highest to those demographics who
          are most likely to use Twitter.
        • Households making $30,000 and less do not index well for any
          banner in this category.
        • Potential New Annual Sales: $576,933

                                                                                                                            *All Nielsen Data is Simulated

Source: AC Nielsen Homescan Panel- 6/28/2008,
http://pewresearch.org/pubs/1117/twitter-tweet-users-demographics                                                                                            13
                       Results

• Total Estimated New Annual Sales
  – All Categories - $X,445,841
  – Tyson Categories - $X,323,632
• We also know which banners have index highest
  to those demographics that use Twitter and
  should be targeted first.




                                                  14
                       Wal-Mart Analysis


• Wal-Mart has a similar demographics breakdown for
  every one of their stores.
   – Based on Spectra data
   – Can be used to target certain regions with demographics similar
     to the average Twitter user
   – Available in Retail Link
• Sort by relevant Twitter demographic and import into
  Map Point to find the best regions to start.




                                                                       15
                                 How can SuperValu use Twitter?
        • Attract followers by providing value.
                – Literal values such as advertising promotions
                        • Tyson frozen boneless breasts are on sale until 6/10/09 at
                          $1.X9/lb.
                – Act on criticism/praise written about SuperValu.
                – Ask questions of followers on status of products or
                  stores.
                        • Are the stores clean?
                        • Are our displays well stocked and orderly or messy and
                          empty?
                – Address social issues the way @TysonFoods does.



Source: TweetStats.com as of 4/14/2009
                                                                                       16
                                 How can SuperValu use Twitter?
        • What other retailers are doing:
                – @SamsClubDeals - Daily Deals sent directly to your
                  twitter! 992 Followers
                – @costco_online - The Unofficial Costco Deals Twitter
                  1,234 Followers




Source: TweetStats.com as of 4/14/2009
                                                                         17
                                How can SuperValu use Twitter?
        • Customer Intimacy – get direct feedback from people
          interested in your brand
                – @TysonFoods - Major protein products company, the work of
                  104K people. This account currently focuses on hunger relief
                  efforts: yours, ours, theirs.
                – @wholefoods - Fresh organic tweets from Whole Foods Market
                  HQ in Austin, TX. 693,250 Followers. 10.5 Tweets/Day. 7 million
                  messages sent/Day.
                          • No advertisements
                – @HomeDepot - I’m a spokesperson, I moonlight on Twitter to
                  offer another way for customers to ask about their projects and
                  our stores. information@homedepot.com. 8,030 followers.
                – @traderjoes - Tweets by and for Trader Joe's aficionados –
                  8,635 followers



Source: As of 4/14/2009
                                                                                    18
          How can SuperValu use Twitter?
• Customer Care
  – @comcastcares - Comcast Director of Digital Care Email:
    We_Can_Help@cable.comcast.com
  – For example: A customer could Tweet that Tyson is out of stock
    in the Acme on Main Street. The message could then be passed
    to a broker who could remedy the out of stock.
• Customer Research
  – Query followers about flavors, prices, sizes, etc.
  – For example: In a meeting about new flavors for dinner meats,
    ask SuperValu’s Twitter followers what their favorite dinner meat
    flavors are and get a response in real time.




                                                                        19
Questions?
Thank you!

								
To top