Building Your Base: Facebook Fan Engagement with Elliot Christenson, Shopko

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Building Your Base: Facebook Fan Engagement with Elliot Christenson, Shopko at Social Media Rockstar 2 in De Pere on June 2, 2011

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Building Your Base: Facebook Fan Engagement with Elliot Christenson, Shopko

  1. 1. 1
  2. 2. Elliot Christenson • elliot on Twitter • elliotc on Facebook • elliot@greenbaynet.com • 437-GNET shopko.com 2Introduction.
  3. 3. • 13 States• 16,000 employees• $2.2 Billion annual sales• Founded in 1962 - Source: Wikipedia 3
  4. 4. Building Your Base Facebook Fan Engagement shopko.com 4Introductions of participants.
  5. 5. 7+ 600 million hr/mo Base shopko.com 5Two aspects: number of users - Facebook has over 600 million users time spent - average of over 7 hours per monthWhy do organizations want to build a base of Facebook fans?What is the ultimate goal?
  6. 6. Engage • He engaged her in conversation • to engage a worker • The novel engaged her attention and interest shopko.com 6Ask participants what engagement is.Give definition.1. to occupy the attention or efforts of (a person or persons): He engaged her inconversation.2. to secure for aid, employment, use, etc.; hire: to engage a worker; to engage a room.3. to attract and hold fast: The novel engaged her attention and interest.I think engage is all of these things.
  7. 7. facebook.com/shopko • Customers • News • Product Info • Offers/Deals • Deepen • Personality shopko.com 71. to hear from customers2. offer important news - like the launching of Hometown stores3. offer new product information on TNT4. get out great offers to the very people5. deepen relationship with current customers - take it to the next level, foster more loyalty/2 way communication as opposed to a broadcast6. great way to share our personality - in a conversation format. Less pitchy, less commercialultimate: shopko.com!
  8. 8. 111% increase Facebook Fans 03/2010 - 12/2010 15000 12000 9000 6000 3000 March May July 0 September November shopko.com 8Shopko.com didn’t launch e-commerce until Holiday time 2009.This chart shows beginning of March 2010 - end of November 2010.Approximately 6,000 fans grown to nearly 13,000 fans.
  9. 9. 341% increase Facebook Fans 12/2010 - 06/2011 50000 40000 30000 20000 10000 December February April 0 June shopko.com 9This chart shows beginning of December 2010 - thru now.Approximately 13,000 fans grown to over 40,000 fans.New features on Facebook and Shopko.com
  10. 10. Shopko vs. Cheerios 500000 400000 300000 200000 100000 Shopko 0 Cheerios shopko.com 10This chart shows beginning of December 2010 - thru now.Approximately 13,000 fans grown to over 40,000 fans.New features on Facebook and Shopko.com
  11. 11. Specials 4¢ Shipping Free Shipping Extra 10% Off shopko.com 11First - SpecialsShopko.com offers:CyberMondayCyber SurpriseCrazy DealsClearanceFacebook only:special coupon codes$.04 shippingfree shippingextra 10% offers
  12. 12. Facebook Comments shopko.com 12Number 2 - Facebook CommentsAnswer HonestlyShared email address for complex answers
  13. 13. Facebook Comments S is for Sure love the deals I get at Shopko, H is for High end products at low end prices, O is for Oh my gosh, the good deals, P is for pretty in pink in all the tops I can buy there, K is for Keep up the good work - your employees are super! and O is for Only you can give us what we want at the prices we like! shopko.com 13S is for Sure love the deals I get at Shopko,H is for High end products at low end prices,O is for Oh my gosh, the good deals,P is for pretty in pink in all the tops I can buy there,K is for Keep up the good work - your employees are super! andO is for Only you can give us what we want at the prices we like!
  14. 14. Facebook Comments I Love, Love, Love ShopKo, I have been shopping there for almost 23 years now here in Northern Calif. They are so friendly and reasonable! I shop here probably 3 to 4 times a week. shopko.com 14I Love, Love, Love ShopKo, I have been shopping there for almost 23 years now here inNorthern Calif.They are so friendly and reasonable!I shop here probably 3 to 4 times a week.
  15. 15. Facebook Comments Shoutout to the staff at the South Hill ShopKo in Spokane, WA... The kindest folks around, and always willing to do returns and exchanges with a smile. THANK YOU! shopko.com 15Shoutout to the staff at the South Hill ShopKo in Spokane, WA... The kindest folks around,and always willing to do returns and exchanges with a smile. THANK YOU!
  16. 16. Contests shopko.com 16Number 3 - Contests
  17. 17. 200+ 4000+ posts increase Contests PATIO GIVEAWAY shopko.com 17PATIO GIVEAWAYMARCH4000+ INCREASE in fans200+ posts
  18. 18. 100+ 6500+ posts increase Contests XBOX / KINECT shopko.com 18XBOX/KinectDecember6500+ new fans100+ posts
  19. 19. 300+ 7000+ posts increase Contests SUPER TV GIVEAWAY shopko.com 19Big Screen TVJANUARY7000+ new fans300+ posts
  20. 20. Not a Big Box SHOPKO IS PEOPLE shopko.com 20Your friends and family work here. This is the philosophy and reality Shopko puts out fromKewaunee to Redding, CA
  21. 21. What Not To Do • Don’t Disappear • Don’t Over-Share • Don’t Be Afraid shopko.com 211. Don’t disappear.Don’t be super-engaged, then disappear, then be super-engaged.Constant battle every day. Be consistent.2. Don’t share personal information about fans.Ex. Shopko only shares first and last name and city out there to prove there was an actualwinner. (Otherwise people ask “who’s the winner”)3. Don’t be afraid to ask for feedback. Ex. What do you think about this new product?4. Don’t put a Big F in your print advertisements. Facebook doesn’t need your marketingefforts to promote their business.
  22. 22. Q&A • Do you have a Facebook strategy? • When did you start? • What companies should have a Facebook strategy? • b2b? • b2c? • What do you do with negative feedback? • What are your ulatimate goals? shopko.com 22I’d like to have a list of some questions for the participants in case they don’t have any forme.Do you have a Facebook strategy?When did you start your Facebook strategy?When does it make sense to have a Facebook strategy? B2B vs. B2C?What do you do with negative feedback?

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