Walmart's Social Is Getting 10X ROI and Tens of Thousands of Daily Interactions

October 4, 2013
Posted by: Matthew Hammer, VP- Marketing

During his morning keynote today at the ANA Masters of Marketing conference, Walmart marketing chief Stephen Quinn said, “Our interactions on Facebook are important.” And if you look at some of his numbers, the comment was probably a major understatement.
The Bentonville, Ark.-based retail giant sees a half-million monthly pieces of user-generated content—the lion’s share on Facebook and Twitter. And it benefits from a staggering flow of daily engagement that spikes during November. Speaking with Adweek, Quinn and his team shared that they saw 62,000 Facebook posts from consumers on Black Friday alone last year. The comment rate was 42 per minute that day. That kind of explosive activity is part of the reason, per his team, Walmart is getting a “marketing equivalent” of 10X return-on-investment (ROI) on Facebook and Twitter compared to other advertising spends.
Read more here.