Turning Your Facebook Fans into Superfans

Last year I wrote about my new favorite Facebook page, Dave’s Ace Hardware. Since that time, store owner Dave Warren and I have become friends, even though we haven’t met in person. I asked Dave to write a guest post for me about some aspect of how he uses Social Media as part of his marketing mix. I hope to have Dave write in this space more in the future, as well. Oh, and he chose me as one of his “Superfans” for December, as you can see from the picture below.

I’m not a social media expert. I’m a guy who owns a couple hardware stores in Wisconsin. Actually, my local bank and I own the hardware stores….. but, mostly the bank.

About a year ago, while looking for ways to efficiently promote the stores, I stumbled upon Facebook. Despite my novice status regarding most tasks requiring a computer, I discovered a strange satisfaction from communicating with my customers using this new medium. Although my initial intent was to use Facebook to sell more hardware stuff, my main focus soon shifted to increasing my fan count and, more importantly their engagement with me and my page.

Like most page administrators, I soon discovered that only a small percentage of fans actively commented on or “liked” my status updates. Without them, and preferably others, my page would be more like a note to myself than the active conversation I desired. I wondered, “how could I encourage these valued fans to continue while enticing others to do the same?” My solution was to publicly honor them with my newly coined designation of Dave’s Ace “Superfan” (think Superman).

Each week, I select one fan whose comments, “likes” and willingness to suggest our page to friends have caused him (or her) to rise above the rest. The lucky person receives a very stylish Superfan T-shirt, a free soda each day during his reign when he wears his shirt to our store, his picture placed prominently on all our checkout counters and, most importantly, recognition on the Dave’s Ace Facebook page. This fabulous cache of prizes costs me between $7 and $14 a week (depending on how many days they visit and collect their free soda). Here’s what I expected to get in return….

Obviously, the shirt is a traditional promotional item that spreads my brand each time it’s worn. It also advertises the fact that we have a Facebook page and that at least one person likes it. Depending on how long the Superfan can tolerate the smell, it may be displayed in public for up to seven days in a row! The pictures on our checkout counters are great conversation starters and quietly tell our bricks and mortar customers that they can find us on Facebook too. Like the counter pictures, the recognition on our Facebook page is also a good way to get people talking. In addition, I always “friend” the honoree, allowing me to tag their picture so all their other friends get to see it too (which may explain why I prefer selecting Superfans who have lots of their own friends).

The surprising result I had not predicted was the true and sincere appreciation I’ve received when offering Superfan status to a fan. I know it sounds silly, but most people have been genuinely humbled and honored to be asked. Our group of 10 previous Superfans has become like a goofy fraternity, proud of their “accomplishment” and anxious not only to congratulate the next recipient but to weigh in on whatever subject du jour I post. For some of them, it’s as if they feel a true obligation to keep the conversations going.

Whether my promotion will ultimately result in measurable sales increases, I’m not sure. I am certain, however, that to add excitement to, and help energize our page, Dave’s Ace Superfans, like the mild mannered Clark Kent have stepped up to save the day!

Tagged as: Ace Hardware, Clark Kent, dave warren, facebook, Hardware store, Social Media, Wisconsin