1

Elliot Christenson

shopko.com

• elliot on Twitter

• elliotc on Facebook

• elliot@greenbaynet.com

• 437-GNET

2

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

5

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

6

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

7

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!

0

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

9

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

0

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

11

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!

13

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.

14

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!

15

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

17

PATIO GIVEAWAYMARCH4000+ INCREASE in fans200+ posts

Contests

shopko.com

XBOX / KINECT

6500+increase

100+posts

18

XBOX/KinectDecember6500+ new fans100+ posts

Contests

shopko.com

SUPER TV GIVEAWAY

7000+increase

300+posts

19

Big Screen TVJANUARY7000+ new fans300+ posts

Not a Big Box

shopko.com

SHOPKO IS PEOPLE

20

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

21

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?

22

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?