Facebook webinar joe

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Slides from the Aug. 31 Facebook program

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Facebook webinar joe

  1. 1.
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  3. 3. II. Social Media Strategy<br />• A new sales tool to reach customer<br />• Bring value to our cooperative system<br />• Promote and connect the Co‐op family<br />• Appeal to a new customers<br />• Explain the Co‐op structure<br />• Provide a new Co‐op education platform<br />• Build the Co‐op brand<br />• Provide product information<br />• Provide best practice and management tips<br />• Be timely engaging based on the SM platform<br />• Be progressive in the viewers eyes<br />• Be the rural homeowners community<br />• Springboard for the agricultural community<br />• Be informational and fun<br />• Humanize, demonstrate and promote a compassion for agriculture<br />• TFC’s SM platforms will drive customers to member stores<br />• Help members develop their strategy and assist in development and execution<br />• Become engaged and knowledgeable of emerging SM tools and incorporate as needed<br />
  4. 4. 2. Facebook<br />o Two sites (Co‐op and Cooperator) for Co‐op, one each for others (CFS, ADI, Ag Eq., Stockdale’s)<br />o Online fans (followers) that can engage in interactive communication<br />o Ability to add photos, video and allow customers to post content<br />o Ability to promote “events” to users<br />o Ability to have multiple groups where you can control access (examples of groups could be Co‐op<br />employees, member managers, TFC employees, dairyman, corn growers, etc.)<br />o Ability to advertise to distinct groups in a geographic area or a demographic sector<br />o Ability to cross promote from current website and other Facebook pages<br />o Ability to link vendors and product pages<br />o Free communication and interaction with fans (or followers)<br />o TFC employees register a professional page for business use and correspondence<br />
  5. 5. Considerations from EFC<br />
  6. 6. Using Facebook<br />
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  10. 10. Getting started<br />Login to your Facebook account<br />Sign up if you don’t already have one<br />
  11. 11. Getting started<br />You will be the “owner” of the page forever!<br />You will also be an administrator<br />Multiple administrators can be set up<br />Only administrators can post as page’s identity<br />Administrators can be added or deleted anytime<br />The page is not publicly connected to your Facebook profile<br />Cannot have separate “personal” and “business” accounts because Facebook doesn’t allow multiple accounts<br />
  12. 12. Create a page<br />Go to: www.facebook.com/page<br />
  13. 13. Create a page<br />Choose a category for your page<br />We suggest “Local Business”<br />This cannot be changed!<br />
  14. 14. Create a page<br />
  15. 15. Create a page<br />Name your page<br />How you want it to appear to users<br />This cannot be changed!<br />
  16. 16. Create a page<br />
  17. 17. Customize your page<br />Profile photo<br />Info Tab<br />Introduction<br />Applications<br />Settings<br />
  18. 18. Add a Profile Photo<br />Store image (single location)<br />Co-op Logo (formatted for Facebook)<br />Agricultural image (localized)<br />Customized logo (ask us for help)<br />This can be changed any time<br />
  19. 19. Edit Info<br />Next step is to add page information<br />
  20. 20. Edit Info<br />Fill in basic information<br />Address<br />Phone<br />Store hours<br />
  21. 21. Edit Info<br />Detailed info<br />Website: ourcoop.com & others<br />Parking lot<br />Ignore public transit<br />
  22. 22. Edit Info<br />Click the “Info Tab” at any time to edit information about your Co-op<br />
  23. 23. Add Introduction<br />Write a short description of your Co-op<br />Limited to about 45 words<br />Can be changed any time<br />
  24. 24. Publish Page<br />Publish your page by clicking on the link directly above your name <br /><ul><li>or by clicking on “Edit Page” and “Settings”
  25. 25. You can work onyour page without making it live and publish whenever you are ready</li></li></ul><li>Edit Settings<br />Click on “Edit Page” under profile pic<br />Click “Wall Settings” to determine how users can interact with your page<br />
  26. 26. Edit Settings<br />Choose what “Applications” you want on your page<br />Photos<br />Links<br />Events<br />Video (if you have any)<br />
  27. 27. Edit Settings<br />Chosen applications show up as tabs on your page<br />
  28. 28. Start Your Status!<br />Post your first status update<br />Suggest you start with a welcome post<br />
  29. 29. Customize More<br />Once you reach 25 fans, you can apply for your own unique username<br />http://www.facebook.com/username<br />Choose wisely: cannot be changed!<br />www.facebook.com/MyFarmersCooperative<br />
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  31. 31. 12 tips to engage fans<br />
  32. 32. 12 tips to engage fans<br />1. Incite comments by posting questions <br />Single most important thing to create activity.<br />This is social media, not a web site.<br />Fans want to interact. Otherwise, they’ll go somewhere else<br />The more comments you get, the more opportunity to go “viral.”<br />Test their knowledge with a quiz.<br />Keep questions simple, personal.<br />
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  34. 34. 12 tips to engage fans<br />2. Keep it fresh — post daily!<br /><ul><li>Stale content is the kiss of death for a FB fan page.
  35. 35. Post at least once a day once you build a decent following.
  36. 36. Don’t over-post. You don’t want to appear pushy or annoying.</li></li></ul><li>12 tips to engage fans<br />3. Post relevant, quality content <br /><ul><li>Get a good grip on your fan demographic and focus on it.</li></ul>4. Stay casual <br /><ul><li>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! </li></li></ul><li>12 tips to engage fans<br />5. Post photos!<br /><ul><li>Cliché, yes, but a picture IS worth 1,000 words.
  37. 37. Photos will draw attention to your post on a text-heavy wall. (The History.com post could use a photo!)
  38. 38. People like to browse photos.
  39. 39. Include photos of employees (with a short bio), store and community events, and more.
  40. 40. Encourage fans to post photos.
  41. 41. Use descriptive language in photo captions. This will help drive Google results to your page. </li></li></ul><li>12 tips to engage fans<br />6. Upload videos <br /><ul><li>A video is the next-best thing to being there for a fan.
  42. 42. Look into purchasing a Flip Video camcorder. You can get them for around $150. Check out their web site at www.theflip.com
  43. 43. Keep videos short (one minute or less), funny, and interesting.
  44. 44. Create a YouTube channel and start connecting the two.</li></li></ul><li>12 tips to engage fans<br />7. Use good grammar and spelling<br /><ul><li>This is more a way to not DISengage fans.
  45. 45. You can be casual without being incorrect.
  46. 46. Your credibility is at stake. Poor grammar and spelling appears unprofessional and lazy. Not a good combination!
  47. 47. If you’re unsure, have someone else proof your post before sharing it.</li></li></ul><li>12 tips to engage fans<br />8. Use links liberally <br /><ul><li>Relevant links increase your Google search visibility and rating.
  48. 48. Fans appreciate the fact that you have gone to the trouble of gathering information of interest to them.</li></ul>9. Include community content <br /><ul><li>For a member Co-op, this is essential because your community is your customer base, and vice versa.
  49. 49. Add an “Events” tab to promote store happenings and local events.</li></li></ul><li>12 tips to engage fans<br />10. Respond to comments quickly and thoughtfully <br /><ul><li>Fans want to believe that someone is “manning the store.”
  50. 50. They are less apt to leave a comment if they believe there’s no one there to respond.
  51. 51. Don’t patronize your fans with company rhetoric. Be personable, helpful, straightforward, and transparent.
  52. 52. Keep it positive.</li></li></ul><li>12 tips to engage fans<br />11. Reward FB fans with exclusivecontent, contests, and coupons<br /><ul><li>Fans will bore quickly if they feel there is no value in remaining a fan.
  53. 53. FB fans deserve the “insider” treatment. After all, they did choose to like your page. Give them something in return.</li></li></ul><li>12 tips to engage fans<br />12. Go easy on the “hard sell.”<br /><ul><li>A small percentage of FB fans respond positively to aggressive selling.
  54. 54. Slip in sale or inventory information between other types of posts.
  55. 55. 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.
  56. 56. Use coupons to draw customers into your store. They will probably buy something else once they get there!</li></li></ul><li>Fan page dos and don’ts<br />
  57. 57. Dos and don’ts<br />Do…<br /><ul><li>Engage your fans with questions and relevant content
  58. 58. Use lots of photographs and videos
  59. 59. Update your page often — at least one a day during the week — with interesting content
  60. 60. Use a relaxed, casual tone in your posts
  61. 61. Use good grammar and spelling
  62. 62. Provide exclusive content and specials for your FB fans</li></li></ul><li>Dos and don’ts<br />Don’t…<br /><ul><li>Let your page become stale
  63. 63. Let your page become overbearing
  64. 64. Use a business-like or stuffy tone
  65. 65. Let your page become text-heavy
  66. 66. Constantly try to sell your fans
  67. 67. Send event invitations more than twice</li></li></ul><li>Marketing on Facebook<br />
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  78. 78. Tools to enhance pages<br />
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