Metcash at Aston Social

How Metcash Used Social Media Platforms
To Increase Their Engagement With Customers

Metcash Australia is the leading wholesale distribution and marketing company
encompassing household names such as IGA Australia, Mitre 10 and Cellarbrations.

Metcash at Aston Social

Stephen Woodhill
Manager, Corporate Affairs
Metcash Australia

We’ve got a network of stakeholders, franchisees, shareholders and regulatory authorities. We need to keep them informed, up to date and engaged across everything we’re doing.

Metcash Australia Social Media Marketing
Case Study Challenges at Aston Social

The Challenge

A more open conversation.

Being one of Australia’s largest retail groups, Metcash Australia wanted to open up a dialogue with stakeholders to more openly communicate with shareholders, analysts, governments and customers alike.

A new way of thinking.

To do so required the creation of a new social media strategy but more importantly a new way of thinking, a new way of engaging audiences in near real time, without fear of reprisal or subjugation.

Case Study Strategy at Aston Social

The Strategy

Fast, open communication networks.

The strategy developed hinged upon being on as many networks as logically possible, and posting as frequently as possible with a wide raft of content, things that most corporate organisations would not feel very at home doing.

Respond and listen

The risks that can present themselves on social media often scare large, publicly listed enterprises. A comprehensive listening strategy was employed with a risk mitigation matrix and process put in place to avoid any costly issues.

Metcash Australia Social Media Strategy
Social Media Management for Metcash Australia
Case Study Results at Aston Social

The Result

A better brand, a better story.

Metcash has been successful at increasing their follower base and broadening the reach of their message while working towards a higher level of organisational transparency. Stakeholders now feel more at home with Metcash, engaging with them on Social Media, whilst the corporation as a whole is more comfortable with the concept and how it works.

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