Post on 13-May-2015
description
transcript
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Elliot Christenson
shopko.com
• elliot on Twitter
• elliotc on Facebook
• elliot@greenbaynet.com
• 437-GNET
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Introduction.
• 13 States
• 16,000 employees
• $2.2 Billion annual sales
• Founded in 1962
- Source: Wikipedia3
Building Your BaseFacebook Fan Engagement
shopko.com4
Introductions of participants.
Base
shopko.com
600million
7+hr/mo
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Two aspects: number of users - Facebook has over 600 million users time spent - average of over 7 hours per month
Why do organizations want to build a base of Facebook fans?
What is the ultimate goal?
Engage
shopko.com
• He engaged her in conversation
• to engage a worker
• The novel engaged her attention and interest
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Ask participants what engagement is.Give definition.
1. to occupy the attention or efforts of (a person or persons): He engaged her in conversation.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.
facebook.com/shopko
shopko.com
• Customers
• News
• Product Info
• Offers/Deals
• Deepen
• Personality
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1. 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 commercial
ultimate: shopko.com!
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3000
6000
9000
12000
15000
MarchMay
JulySeptember
November
Facebook Fans 03/2010 - 12/2010
111%increase
shopko.com8
Shopko.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.
0
10000
20000
30000
40000
50000
DecemberFebruary
AprilJune
Facebook Fans 12/2010 - 06/2011
shopko.com
341%increase
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This 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
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100000
200000
300000
400000
500000
Shopko
Cheerios
Shopko vs. Cheerios
shopko.com10
This 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
Specials
shopko.com
4¢ Shipping Free Shipping Extra 10% Off
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First - Specials
Shopko.com offers:CyberMondayCyber SurpriseCrazy DealsClearance
Facebook only:special coupon codes$.04 shippingfree shippingextra 10% offers
Facebook Comments
shopko.com12
Number 2 - Facebook Comments
Answer HonestlyShared email address for complex answers
Facebook Comments
shopko.com
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! andO is for Only you can give us what we want at the prices we like!
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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! andO is for Only you can give us what we want at the prices we like!
Facebook Comments
shopko.com
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.
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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.
Facebook Comments
shopko.com
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!
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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!
Contests
shopko.com16
Number 3 - Contests
Contests
shopko.com
PATIO GIVEAWAY
4000+increase
200+posts
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PATIO GIVEAWAYMARCH4000+ INCREASE in fans200+ posts
Contests
shopko.com
XBOX / KINECT
6500+increase
100+posts
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XBOX/KinectDecember6500+ new fans100+ posts
Contests
shopko.com
SUPER TV GIVEAWAY
7000+increase
300+posts
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Big Screen TVJANUARY7000+ new fans300+ posts
Not a Big Box
shopko.com
SHOPKO IS PEOPLE
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Your friends and family work here. This is the philosophy and reality Shopko puts out from Kewaunee to Redding, CA
What Not To Do
shopko.com
• Don’t Disappear
• Don’t Over-Share
• Don’t Be Afraid
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1. 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 actual winner. (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 marketing efforts to promote their business.
Q&A
shopko.com
• 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?
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I’d like to have a list of some questions for the participants in case they don’t have any for me.
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?