10.17.12 Harnessing the Power of Social Media for Your Co-op
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Transcript of 10.17.12 Harnessing the Power of Social Media for Your Co-op
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Harnessing the Power of Social Media for Your Co-op
How to Raise Your Co-op’s Profile Using Social MediaOctober 17, 2012
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SpeakersColette Beyer
NCBAWendy Goldman Scherer
Cabot Creamery Cooperative
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(Please check all that apply)
Facebook Twitter Pinterest/Instagram Blog None
Which social media platform is your organization using?
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Objectives
• Setting Goals• Getting Started– Developing your value proposition– Identifying your core audience & their values– Choosing social media platforms– Listening to current conversations
• Gaining Influence– Crafting impactful, targeted messaging– Conversing in an authentic way
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SETTING GOALS
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Creating Social Media Goals
• What are you looking to achieve by creating and maintaining a social media presence?– Growth?– Influence?
• How will you define success using metrics?– Twitter: followers, retweets, replies– Facebook: likes, shares, comments– Pinterest: followers, likes, repins
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Use Metrics to Measure Progress
• Measure yourself against yourself monthly
– Twitter• Number of Replies + Retweets / # Tweets /
Total Followers X 100
– Facebook• Likes + Comments + Shares / # Wall Posts /
Total Fans X 100
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GETTING STARTED
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What unique value do you deliver?
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Identifying Your Audience
• Who are you trying to reach?
• What are your target audiences’ core values?• Tip: Utilize existing institutional knowledge on your target
and what they care about most
• Where do they look for valuable content?
• How do they like to receive information?
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Choosing Platforms
• A crowded space: As of August 2011, 200 well known social networking sites existed online
• Concentrate on key platforms
• Tip: Create only what you can consistently maintain on a weekly basis
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Listen to Current Conversations
• What are people saying about you?
• What are people saying about the area you’ve identified as a place where you can add value?
• Tool: HootSuite streams– Search for keywords and users– Create Twitter lists and monitor via HootSuite
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Listen to Current Conversations
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Listen to Current Conversations
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Listen to Current Conversations
Search can provide insight. For instance, this search (food OR grocery) AND (coop OR co-op OR cooperative) shows that visuals/photos are important to this target. Insight into keywords (for HootSuite or other) can be found, also.
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Listen to Current Conversations
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Listen to Current Conversations
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Listen to Current Conversations
• You’re already getting Google Alerts (aren’t you?) Watch for the social mentions and respond or make note for future strategies
• What are your competitors doing? Bookmark their social media pages and make a habit of scanning them– Facebook– Twitter– Pinterest– Blog
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GAINING INFLUENCE
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Crafting Impactful Messaging
• Be true to your brand• Tone and manner• You should be consistently identifiable
wherever you are – in person, online, in store, etc.
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Tailoring Messaging
• Each platform is used differently• Don’t use the same message everywhere– ADAPT to the environment– Promotional messaging stands out – and not in a
good way– Don’t put the same message out exactly the same
repetitively (on any platform)
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Authentic ConversationsTwitter
• Join the conversation and add value politely– Add value to show you’re not just interrupting a
conversation in progress– Answer questions, re-post others’ content– Share or retweet someone’s content with a small
piece of commentary at the front• Tip: keep updates to 130 characters or less with spaces
so others can retweet your message without having to truncate or heavily modify the content
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Authentic ConversationsFacebook
• Provide entertaining or useful information • Promotion is okay, but don’t let it be the star• Messages ‘live’ longer • Visuals are key• Like, comment, share• Respond to customer/consumer questions in a
timely manner• Be human/set guidelines for team and fans
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Authentic ConversationsPinterest
• Visuals! Don’t clutter nice visuals with a lot of words
• Slightly longer descriptions have been shown effective
• Photos have a long shelf life• Link back to your site when it makes sense• Like, comment, re-pin, follow back
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Now What?
• Start listening• Choose 1-2 platforms that your co-op can
contribute to consistently• Listen to your audience• Talk with your audience• Help your audience• Measure and test for continuous
improvement
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