Co-op Facebook Webinars Phase I 7 II.
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Transcript of Co-op Facebook Webinars Phase I 7 II.
II. Social Media Strategy• A new sales tool to reach customer• Bring value to our cooperative system• Promote and connect the Co op family‐• Appeal to a new customers• Explain the Co op structure‐• Provide a new Co op education platform‐• Build the Co op brand‐• Provide product information• Provide best practice and management tips• Be timely engaging based on the SM platform• Be progressive in the viewers eyes• Be the rural homeowners community• Springboard for the agricultural community• Be informational and fun• Humanize, demonstrate and promote a compassion for agriculture• TFC’s SM platforms will drive customers to member stores• Help members develop their strategy and assist in development and execution• Become engaged and knowledgeable of emerging SM tools and incorporate as needed
2. Facebooko Two sites (Co op and Cooperator) for Co op, one each for ‐ ‐others (CFS, ADI, Ag Eq., Stockdale’s)o Online fans (followers) that can engage in interactive communicationo Ability to add photos, video and allow customers to post contento Ability to promote “events” to userso Ability to have multiple groups where you can control access (examples of groups could be Co op‐employees, member managers, TFC employees, dairyman, corn growers, etc.)o Ability to advertise to distinct groups in a geographic area or a demographic sectoro Ability to cross promote from current website and other Facebook pageso Ability to link vendors and product pageso Free communication and interaction with fans (or followers)o TFC employees register a professional page for business use and correspondence
Using Facebook
Social media is now one of the most important media outlets
• 60% percent of web users visited social networking sites in 2010
• Facebook is at the top of the most visited sites on the web
• Facebook – 550 million users– 50% of active users log on any given day
– Spend over 700 billion minutes per month
Value of social media• Offers instantaneous communication – Quick and responsive
• Encourages interaction and participation• Builds community unlike any other media
format• Allows a “conversation” to take place• Connects people who would otherwise
never be connected• Provides a place to share information and
ideas
Social media, agriculture, & Co-op
• Advocacy• Education• Awareness• Community-building• Relationship-building
with customers and consumers• Promotion of products, services,
meetings, events, etc.
Getting started
• Login to your Facebook account– Sign up if you don’t already have one
Getting started
• You will be the “owner” of the page forever!
• You will also be an administrator
• Multiple administrators can be set up– Only administrators can post as page’s identity
– Administrators can be added or deleted anytime
• The page is not publicly connected to your Facebook profile– Cannot have separate “personal” and “business”
accounts because Facebook doesn’t allow multiple accounts
Create a page
• Choose a category for your page–We suggest
“Farming/Agriculture”
• This can be changed
Create a page
• Name your page– How you want it to appear to users
• This cannot be changed after you reach 100 “Likes”
Customize your page
• Profile photo• Info Tab• Introduction• Applications• Settings
Add a Profile Photo• Store image (single location)• Co-op Logo (formatted for Facebook)• Agricultural image (localized)• Customized logo (ask us for help)– This can be changed any time
Edit Info
• Next step is to add page information
Edit Info
• Fill in basic information– Address– Phone– Store hours– Description– Products– Email– Website
Edit Info
• Click the “Edit Page” at any time to edit information about your Co-op
Edit Settings
• Click on “Edit Page”• Click “Manage Permissions” to
determine how users can interact with your page
Edit Settings
• Choose what “Applications” you want on your page– Photos– Links– Events– Video (if you
have any)
Edit Settings
• Chosen applications show up as links in the left navigation of your page
Start Your Status!
• Post your first status update– Suggest you start with a welcome post
Customize More• Once you reach 25 fans, you can
apply for your own unique username– http://www.facebook.com/username
• Choose wisely: cannot be changed!– www.facebook.com/MyFarmersCooperative
10 ways to engage fans
10 ways to engage fans
1. Incite comments by posting questions• Single most important
thing to create activity.• This is social media, not
a web site.• Fans want to interact.
Otherwise, they’ll go somewhere else
2. Keep it fresh — post daily!• Stale content is the kiss of death for a FB
fan page.• Post at least once a day once you build a
decent following.• Don’t over-post. You don’t want to appear
pushy or annoying.
10 ways to engage fans
3. Post relevant, quality content• Get a good grip on your fan demographic
and focus on it.
4. Stay casual• Yes, this is business communication, but
the tone should stay upbeat, casual, and light. Don’t come off as stuffy and proper. Nobody wants to hang out with a stuffy, proper business!
10 ways to engage fans
5. Post photos!• Cliché, yes, but a
picture IS worth 1,000 words.
• Photos will draw attention to your post on a text-heavy wall.
• People like to browse photos.
10 ways to engage fans
7. Use good grammar and spelling
• This is more a way to not DISengage fans.
• You can be casual without being incorrect.
• Your credibility is at stake. Poor grammar and spelling appears unprofessional and lazy. Not a good combination!
• If you’re unsure, have someone else proof your post before sharing it.
10 ways to engage fans
8. Use links liberally• Relevant links increase your Google search
visibility and rating.• Fans appreciate the fact that you have gone to
the trouble of gathering information of interest to them.
9. Include community content• For a member Co-op, this is essential because
your community is your customer base, and vice versa.
• Add an “Events” tab to promote store happenings and local events.
10 ways to engage fans
10. Respond to comments quickly and thoughtfully• Fans are less apt to leave a comment if
they believe there’s no one there to respond.
• Don’t patronize your fans with company rhetoric. Be personable, helpful, straightforward, and transparent.
• Keep it positive.
10 ways to engage fans
BONUS. Go easy on the “hard sell.”
• A small percentage of FB fans respond positively to aggressive selling.
• Slip in sale or inventory information between other types of posts.
• Don’t treat FB like a traditional type of advertising. People expect to be sold on TV and radio, and in the newspaper — not on FB.
10 ways to engage fans
Fan page dos and don’ts
Do…• Engage your fans with
questions and relevant content
• Use lots of photographs and videos
• Update your page often — at least once a day during the week — with interesting content
• Use a relaxed, casual tone in your posts
• Use good grammar and spelling
• Include links!
Dos and don’ts
Don’t…• Let your page
become stale• Let your page
become overbearing
• Use a business-like or stuffy tone
• Let your page become text-heavy
• Constantly try to sell to your fans
Dos and don’ts
Fan page dos and don’ts
Do…• Engage your fans with questions and
relevant content• Use lots of photographs and videos• Update your page often — at least one a
day during the week — with interesting content
• Use a relaxed, casual tone in your posts• Use good grammar and spelling• Provide exclusive content and specials for
your FB fans
Dos and don’ts
Don’t…• Let your page become stale• Let your page become overbearing• Use a business-like or stuffy tone• Let your page become text-heavy• Constantly try to sell your fans• Send event invitations more than twice
Dos and don’ts
Questions
Tools to enhance pages
PHASE II
Building fans by advertising
Getting fans and keeping them
Getting them
• Remember: First impressions are most important!• Don’t let days go past without posting —
visitors can see this.• Be sure you’re OK with what is on your wall
RIGHT NOW.• Consider using a landing page• Look at corporate fan pages with a BUNCH
of fans and emulate what they’re doing• Use good photography
Keeping them
• Post questions• Remember: It’s not a web site• The more interaction, the more exposure
• Provide information• Spotlight your expertise• Do the legwork for your fans• Use content sites like alltop.com,
articledashboard.com• Use sites like almanac.com• Ask yourself: What would I like to know?
Go find out and post it!
Keeping them
• Make suggestions• People want to hear your advice, just as
they do in the store
• Provide positive, uplifting content• Highlight customer success stories• Offer simple notes like “Have a great
weekend,” or “Merry Christmas!
• Give a “call to action”• Give thanks!
Keeping them
• Best time/day to post?• Put yourself in their shoes• A study conducted by social media
company Vitrue says:» Monday, Tuesday, and Wednesday best» Usage is highest at 11 a.m., 3 p.m., and 8
p.m.» Wednesday at 3 p.m. is the highest usage
period» Top of the hour sees more interaction» Better user engagement in the morning» Least activity on Sunday» Lower volume but higher interactivity on
Saturday
Keeping them
• To engage or NOT to engage…• Resist the temptation.• Allow enough time for another fan to come
to your rescue.• If possible, turn the negative into a
positive.• Don’t be afraid to delete a post and/or
block a fan — it’s YOUR page.• Don’t tolerate profanity.
Keeping them
• Be thoughtful but consistent• A post’s shelf life is fleeting. Don’t get
caught up in one post.• Don’t be afraid to occasionally repeat
yourself.• Try to use the same “tone of voice” as
much as possible.
Keeping them
• Use video whenever possible• Create a YouTube channel and share your
videos to your FB page.• Fans will be impressed by your
technological savvy.
• If you can’t use video, use a photo!• Photos draw attention.• Photos create permanent content.• Use an experienced photographer if
possible.
New Facebook Page Features
New Layout
• More like Profile pages
• Navigation on left instead of tabs at top
• Photo bar across the top
Interact as Page
• Administrators may toggle between posting comments as themselves or as the page
• Ability to “Like,” comment, post on other pages as your page
Wall Filters• Wall posts can be viewed as posts
from administrators or “Everyone”
• Set a default under “Edit Page”
• “Everyone” often places the most interacted, meaningful posts before a new update, so be cautious
E-mail Notifications• Administrators can receive
notifications when someone interacts with their page
• Allows more timely response to questions, comments
Facebook Page Tools
Insights• Use Insights to learn more about your
fan base and their interactions with your page
• Detaileddemographicsavailable
Insights• Use Insights to learn more about your
fan base and their interactions with your page
Cross-Promote• You can “tag” other pages and your
post will appear on their wall
• Opens your page up to a whole new audience
Tagging• Type your status update
• Use the @ in front of the page you want to promote– You need to “Like” the page with
personal profile or as your page before it will allow you to tag it
–Must use the exact Facebook username
Tagging
Tagging
A word about contests
Don’t!
Contests
• Facebook doesn’t allow them unless they are approved and use a third-party application to administer
• You can’t give away something randomly to fans who “Like” your page
• You can’t require that fans upload photos or make posts to enter
• You can’t notify winners through Facebook• Too many restrictions to be worthwhile• Too much risk: Facebook can and WILL
remove your page if you violate the rules
Watch other good pages
More than 2 million fans!
Watch other good pages
More than 15 million fans!
Watch other Co-op pages
Questions