How Trader Joe’s Uses Social Media By Doing Nothing

July 25, 2010 - PRLog -- By Arielle Patrice Scott  – Trader Joe’s has captivated the hearts of young people. Gen Yer fans have created entire Ning networks, Facebook pages and unofficial YouTube commercials all to show their TJ love. The incredible aspect of Trader Joe’s and their strong social media presence is they are doing little to nothing to encourage it. In fact, I would argue 98% (minus 2% just to give me a buffer) of all TJ content is user generated. That’s an incredible feat, so let’s look at why!

TJ’s Fan-Generated Campaign Results Metrics
517,212 Unofficial YouTube Commercial Views
129,137 Facebook Fans
Over 5,000 Facebook Groups
20,781 Flickr Photos
2,349 Ning Forum Comments

Why It Works
Trader Joe’s is a company that grew almost entirely from word-of-mouth. Historically, the best word-of-mouth takes place simply because it’s an incredible product or service. No one needs help from the brand itself to talk about the product. TJ’s is just that – an incredible product that people are willing to evangelize. Thus, the social media marketing is entirely in the hands of TJ fans, which is the most uncontrollable, yet rewarding place to be for a brand. Not to mention, free.

How To Replicate
This is a very simple case study. To replicate TJ’s entirely user-generated campaign, just be an incredible brand. A brand that constantly overdelivers and exceeds expectations. Do this consistently, and you will create loyal fans. Another way to replicate TJ’s unconscious success is to just talk and follow your customers. By constantly engaging in conversation, you will remind them that your brand is out there and that’s enough to encourage them to evangelize your products. It’s true, Gen Yer’s have short attention spans.

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SOS eMarketing creates engaging experiences for customers in the digital world. For more information about topics in this article, contact SOS eMarketing about social media, branding, integrated eMarketing, food marketing:

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