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10.17.12 Harnessing the Power of Social Media for Your Co-op
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10.17.12 Harnessing the Power of Social Media for Your Co-op

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Webinar on How to Raise Your Co-op's Profile Using Social Media …

Webinar on How to Raise Your Co-op's Profile Using Social Media

Does your co-op have a presence on one or more of the popular social platforms? Do you feel that you could gain greater influence in the space but you don't know where to start?

In this webinar, NCBA's Colette Beyer and Wendy Goldman Scherer, Social Media Manager for Cabot Creamery Cooperative, will provide an overview of social media best practices, provide quick tips for getting started and involving a team, and focus on how to create influence with individuals and organizations outside the co-op.

Highlights

- How to identify your core audience and analyze their needs for information
- Ways to listen and monitor conversations already taking place using free, easy to use tools
- Engagement strategies that provide meaningful value on major social platforms
- Tips for crafting tailored messages to leverage each platform’s strengths

Who Should Participate?

- Individuals interested in promoting their co-ops via social media channels

Published in: Business

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  • It is important to have a goal in mind and decide which metrics are most important for your social media effortColetteConceive your core focusDeliver unique valueIdentify an audienceCreate trustConstruct your brand presenceListenConsistencyIncrease value with win-win relationshipsConnect and collaborate
  • TwitterFollowers, need to have enough mass to make spending time on updates worth itHootSuite (shortened links)FacebookLikes (only in proportion to engagement number); sharesPlatform: Use Facebook’s native platform – they control how far content is pushed from third parties, such as HootSuite
  • Colette: UNIQUE VALUE - WHAT MAKES YOU SPECIAL? WHAT ARE YOU DOING THAT’S DIFFERENT? WHERE IS THE NEED? WHAT SPACE/NICHE NEEDS TO BE FILLED?
  • Who are your target audiences?Where do they participate online? You can ask them.
  • A note aboutPinterestA more visual platform that is engaging, especially if you’re involved in a larger communityLonger shelf life than TwitterToolsTwitterHootSuite (shortened links)FacebookUse Facebook’s native platform – they control how far content is pushed from third parties, such as HootSuitePinterestPinfluencerCONSISTENCY - MESSAGING/CONTENT SHARED; USERNAME/HANDLE; AVATAR/IMAGE; COLORS; FONTS
  • Colette: LISTEN - FOLLOW ONLINE CONVERSATIONS IN THE INDUSTRY --> GOAL: POSITION SELF AS EXPERT
  • Companies like Coke and Nike use expensive monitoring tools to watch the conversation around their topics. There are some great free tools where you can get great insight.Once you get the search right on Social Mention, you can set up an email alert or RSS feed right from the results page. Really great tool to keep you up to date.
  • When you search Social Mention, it not only provides results across various social media, it provides summaries of keywords and sources to give you an idea what is being said and WHERE.
  • Pinterest searching will help you see what the competition is doing and give you ideas. Search for your brand and for related terms. You’ll be amazed.
  • Want to see what other coops are doing? Facebook is hard to search. Try this groovy trick on Google.
  • 58% of Americans do not Google search their name
  • WIN-WIN - GIVE AND RECEIVE; SHARE ADVICE WITHOUT PROMOTING YOURSELF TOO MUCH (90:10 SHARING:SELF-PROMOTION); SHARE INFO WITH THE RIGHT AUDIENCE
  • Transcript

    • 1. Harnessing the Power ofSocial Media for Your Co-op How to Raise Your Co-op’s Profile Using Social Media October 17, 2012
    • 2. SpeakersColette Beyer Wendy Goldman Scherer NCBA Cabot Creamery Cooperative
    • 3. Which social media platform is your organization using?(Please check all that apply) Facebook Twitter Pinterest/Instagram Blog None
    • 4. 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
    • 5. SETTING GOALS
    • 6. 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
    • 7. 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
    • 8. GETTING STARTED
    • 9. What unique value do you deliver?
    • 10. 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?
    • 11. 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
    • 12. 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
    • 13. Listen to Current Conversations
    • 14. Listen to Current Conversations
    • 15. Listen to Current ConversationsSearch can provide insight. For instance, this search (food OR grocery) AND(coop OR co-op OR cooperative) shows that visuals/photos are important to thistarget. Insight into keywords (for HootSuite or other) can be found, also.
    • 16. Listen to Current Conversations
    • 17. Listen to Current Conversations
    • 18. 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
    • 19. GAINING INFLUENCE
    • 20. 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.
    • 21. 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)
    • 22. Authentic Conversations Twitter• 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
    • 23. Authentic Conversations Facebook• 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
    • 24. Authentic Conversations Pinterest• 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
    • 25. 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