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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2. Elliot Christenson
• elliot on Twitter
• elliotc on Facebook
• elliot@greenbaynet.com
• 437-GNET
shopko.com
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Introduction.

3. • 13 States
• 16,000 employees
• $2.2 Billion annual sales
• Founded in 1962
- Source: Wikipedia
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4. Building Your Base
Facebook Fan Engagement
shopko.com
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Introductions of participants.

5. 7+ 600
million
hr/mo
Base
shopko.com
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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?

6. Engage
• He engaged her in conversation
• to engage a worker
• The novel engaged her attention and interest
shopko.com
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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.

7. facebook.com/shopko
• Customers
• News
• Product Info
• Offers/Deals
• Deepen
• Personality
shopko.com
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1. to hear from customers
2. offer important news - like the launching of Hometown stores
3. offer new product information on TNT
4. get out great offers to the very people
5. deepen relationship with current customers - take it to the next level, foster more loyalty/
2 way communication as opposed to a broadcast
6. great way to share our personality - in a conversation format. Less pitchy, less commercial
ultimate: shopko.com!

8. 111%
increase
Facebook Fans 03/2010 - 12/2010
15000
12000
9000
6000
3000
March
May
July 0
September
November
shopko.com
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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.

9. 341%
increase
Facebook Fans 12/2010 - 06/2011
50000
40000
30000
20000
10000
December
February
April 0
June
shopko.com
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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

10. Shopko vs. Cheerios
500000
400000
300000
200000
100000
Shopko 0
Cheerios
shopko.com
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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

11. Specials
4¢ Shipping Free Shipping Extra 10% Off
shopko.com
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First - Specials
Shopko.com offers:
CyberMonday
Cyber Surprise
Crazy Deals
Clearance
Facebook only:
special coupon codes
$.04 shipping
free shipping
extra 10% offers

12. Facebook Comments
shopko.com
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Number 2 - Facebook Comments
Answer Honestly
Shared email address for complex answers

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
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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! and
O is for Only you can give us what we want at the prices we like!

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
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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.

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
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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!

16. Contests
shopko.com
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Number 3 - Contests

17. 200+ 4000+
posts increase
Contests
PATIO GIVEAWAY
shopko.com
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PATIO GIVEAWAY
MARCH
4000+ INCREASE in fans
200+ posts

18. 100+ 6500+
posts increase
Contests
XBOX / KINECT
shopko.com
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XBOX/Kinect
December
6500+ new fans
100+ posts

19. 300+ 7000+
posts increase
Contests
SUPER TV GIVEAWAY
shopko.com
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Big Screen TV
JANUARY
7000+ new fans
300+ posts

20. Not a Big Box
SHOPKO IS PEOPLE
shopko.com
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Your friends and family work here. This is the philosophy and reality Shopko puts out from
Kewaunee to Redding, CA

21. What Not To Do
• Don’t Disappear
• Don’t Over-Share
• Don’t Be Afraid
shopko.com
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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.

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
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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?