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 />
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 />
Getting started<br />Login to your Facebook account<br />Sign up if you don’t already have one<br />
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 />
Create a page<br />Go to: www.facebook.com/page<br />
Create a page<br />Choose a category for your page<br />We suggest “Local Business”<br />This cannot be changed!<br />
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 />
Edit Info<br />Next step is to add page information<br />
Edit Info<br />Click the “Info Tab” at any time to edit information about your Co-op<br />
Add Introduction<br />Write a short description of your Co-op<br />Limited to about 45 words<br />Can be changed any time<br />
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”
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 />
Edit Settings<br />Choose what “Applications” you want on your page<br />Photos<br />Links<br />Events<br />Video (if you have any)<br />
Edit Settings<br />Chosen applications show up as tabs on your page<br />
Start Your Status!<br />Post your first status update<br />Suggest you start with a welcome post<br />
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 />
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 />
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.
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.</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.
Photos will draw attention to your post on a text-heavy wall. (The History.com post could use a photo!)
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.
Look into purchasing a Flip Video camcorder. You can get them for around $150. Check out their web site at www.theflip.com
Keep videos short (one minute or less), funny, and interesting.
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.
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.</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.
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.
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.”
They 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.</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.
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.
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.
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 />
Dos and don’ts<br />Do…<br /><ul><li>Engage your fans with questions and relevant content