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Introduction

The Facebook Book 062012

© 2012 Kahala Franchising, L.L.C. All rights reserved. The trademarks cited in The Facebook Book are the property of their respective owners.

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The Facebook Book

Kahala’s Guide to Setting up a Page

INTRODUCTION | Definitions .................................................. 2 POLICIES | Social Media Policies ........................................ 4 GUIDELINES | Brand Standards ............................................ 7 TECHNOLOGY | Working in Facebook .................................. 9 MARKETING | Making Facebook Work for You .................. 23

Introduction



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Introduct ion Definitions term definition / description

Blog A contraction of the term “web log.” Used as a noun or verb. An online diary or column maintained by an individual. Blogs generally contain commentary, but may also contain graphic images, videos, or descriptions of events.

Brands The word “Brands” is used throughout this document to refer to the entities under the Kahala umbrella, including, without limitation, Cold Stone Creamery®, Blimpie®, Surf City Squeeze®, Samurai Sam’s®, Great Steak™, TacoTime®, Cereality®, Frullati Cafe & Bakery®, NrGize Lifestyle Cafe®, Rollerz®, Ranch 1®, Johnnie’s™.

Brand Standards A guide the Kahala brands ask each franchisee running a Facebook page to follow to avoid compromising the voice of our Corporate Facebook pages.

Cover Photo Your cover photo is the large picture at the top of your timeline, right above your profile picture

Customer The word “customer” is used throughout this document to indicate the person or groups being communicated with via social media—in other words, the audience.

Event A calendar-based resource that users can add to their profiles, pages and groups that lets them share news about upcoming affairs or social gatherings.

Facebook®

One of the most widely used social networking websites in the world and privately owned by Facebook, Inc. On Facebook, individuals and businesses create a virtual “place” on the internet (referred to as a Profile for individuals or a Page for businesses) to share information.

Facebook Like An action a person can take to show they support a particular brand or group.

Facebook Fan A person that likes, follows or engages with a company.

Facebook Brand or Store Page A virtual place on Facebook where businesses can maintain a presence while sharing information and interacting with people who support the business.

Facebook Community Page A brand page set up by Facebook and run strictly by the community not the brand. Information for the community page is pulled from Wikipedia.

Flickr® Flickr is an image and video hosting website, web services suite and online community. In addition to being a popular website for users to share and embed personal photographs, the service is widely used by bloggers to host images that they embed in blogs and social media.

Facebook Friend (noun & verb) (noun) A person who has joined a profile, usually by invitation. (verb) To invite someone to join a profile not a business page.

Facebook Friend Page Created by Facebook users to connect with people on a personal level through wall posts, photo sharing, direct messages etc.

Facebook Profile A virtual place on the internet that represents individuals. A profile displays a user's personal information and interactions with their friends. Each registered user may have only one profile.

Facebook Updates News feeds sent to you from profiles and pages that you have joined.

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term definition / description

Hover To position the cursor over an area, revealing menu options such as REMOVE.

Kahala The term used in the document to refer to “Kahala Franchising, L.L.C.”

Milestone A significant event added to a brand’s timeline.

Social Ads Formal advertisement blocks that can be purchased through Facebook.

Social Media Social media allows for the creation and exchange of all types of content produced by individuals and shared through the web to masses. This revolution has changed people from consumers of media into media content producers.

Social Media Code of Ethics Kahala’s recommendations for Kahala franchisees’ engaging in the realm of social media.

Social Media Policies Kahala’s description of Kahala franchisees’ social media-related activities and resulting consequences.

Social Networking A function of Social Media that builds networks among people who share the same interests. Through the use of social networking websites, individuals, groups and businesses can create and interact online. Popular networking sites include Facebook, Twitter and Youtube.

Social Bookmarking A system for organizing, storing and managing online content.

Timeline A collection of photos, stories, and experiences that tell the brand’s story on facebook.

Twitter®

A free social networking and microblogging service that enables its users to send and read messages known as “tweets.” Tweets are text-based messages of up to 140 characters displayed on the author's profile page and delivered to the author's subscribers who are known as “followers.”

URL URL stands for Uniform Resource Locator and is basically the “address” of a web page. The URL for the Kahala home page, for example, is www.kahalacorp.com

Wall A featured section inside a Facebook profile; the space on every user's profile page that allows friends and users to post messages, photos and videos for all to see.

Web 2.0 Popular term for advanced Internet technology and applications including blogs, wikis and social bookmarking.

Wikis A website that allows the easy creation and editing of interlinked web pages via a web browser using a simplified markup language or a WYSIWYG (“what you see is what you get”) text editor.

Wikipedia Online, free encyclopedia written and edited by volunteers around the world.

YouTube®

A video sharing website on which users can upload and share videos. YouTube uses Adobe Flash Video technology to display a wide variety of user-generated video content, including movie and TV clips, music videos, and amateur content. Most of the content on YouTube has been uploaded by individuals, although media corporations (e.g., CBS, the BBC) offer some of their material via the site, as part of the YouTube partnership program.

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Pol ic ies Kahala Franchisee & Area Representative Social Media Code of Ethics, Guidelines and Policies

The policies and guidelines contained herein were inspired by the evolving Web 2.0 social media phenomenon that is influencing various companies’ business strategies across all industries. Included here are communication tips to empower Kahala Franchisees, store managers and in-store staff engaging in social media on behalf of the various Kahala Brands.

Please respect and abide by the following guidelines when engaging in the social media arena on behalf of any Kahala Brand. Social media may currently be described as dialogue or activity on blogs, wikis, and online social networking sites. As new forms of social media emerge, this document may be modified and updated from time to time to incorporate such new media.

Social Media Guideline Summary 1. Know and follow the laws, rules and regulations set forth by federal, state and local governments and agencies,

such as defamation, intellectual property harassment and employment laws.

2. Identify yourself, include your name, role with the Brand you are representing, and write in the first person. Make it clear you are speaking on behalf of yourself or your franchise(s) and not the entire Brand or Kahala.

3. Protect and respect the customer. Just as you would in your restaurant, show customers or visitors the utmost respect in the Social Media arena. The customer or person you are engaging with is always right; do not use ethnic slurs or obscenities or conduct yourself in a manner that would not be acceptable in the “real” world.

4. Keep the tone positive and factual. Do not engage in “virtual fights.” If a particular conversation becomes negative, disengage; if it escalates seek the advice of your Brand president or marketing director.

5. You are responsible for your content. Be mindful that materials published will live online in a public forum for a long time.

6. Be respectful of the rules of engagement for each medium you are working within, i.e., Facebook, Twitter, etc., you should at all times abide by the medium’s rules and regulations.

7. Be mindful and cautious when interacting with minors via Social Media, and never, include children under the age of 13 in Social Media marketing programs.

8. Respect the privacy of the customer at all times. All Social Media conversations should be structured using the highest privacy, opt-in, and permission standards.

9. Do not publish, post, disclose, link to or otherwise distribute confidential or proprietary information, including corporate communications, operations, marketing strategies or research and development data. All Kahala and Brand information should be considered confidential, unless otherwise noted, or you have received prior written authorization to disseminate, disclose or otherwise distribute the information.

10. Add value, when engaging in any Social Media arena, set goals for your communication strategy with clear objectives. Ask yourself – does what you are doing help your fellow franchisees, staff or partners do a better job? Are you building a sense of community and building relationships?

Social Media Guidelines Customer Protection and Respect are Paramount

Respect the fact that the customer is in charge when you enter their Social Media space. Respect and promote practices that abide by an understanding that the customer is in control and dictates the terms of the relationship.

Act courteously and respectfully toward the consumer and never attack or engage in negative dialogue, even if provoked. Respect your audience. Do not use ethnic slurs, personal insults, obscenity, or engage in any conduct that would not be acceptable within your

restaurant. Always show proper consideration for others privacy and for topics that may be considered objectionable or inflammatory—such as politics and religion.

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Honesty & Transparency—Identity & Relationship Always practice complete openness about the relationship between customers and communicator. Any Kahala Brand

representative, including, without limitation, franchisees and in-store employees, should disclose their relationship with the Brand in all Social Media communications. Clear disclosure of identity is vital to establishing trust and credibility. For example, I’m the owner of the TacoTime restaurant in Eugene, Oregon…, or I’m a crew member of Blimpie in Buffalo, New York…, etc.

Honesty & Transparency—Opinion in Positive Manner We never tell constituents of Kahala or its Brands what to say when participating in online conversations. Each

individual has their own opinions and ideas; we do, however, suggest that the tone of each conversation be kept factual and positive.

Make it clear when communicating in any medium that the views expressed are yours alone, and not necessarily the views of Kahala or the Brand.

We strongly believe it is unnecessary and hurtful to the Brand and your character to act in a negative or aggressive manner, no matter what the topic of discussion.

In the event that a negative conversation is presented, we encourage you to respond with only the facts that support the argument, in a tone that is neutral. If the discussion cannot be resolved, simply disengage.

Should you need assistance in communicating with a challenging customer reach out to your Brand President or Marketing Director, who will then involve the appropriate Kahala team members.

Respect the Rules of the Venue Always respect the rights of any online or offline communications venue (such as a website, blog, discussion forum,

traditional media, live setting, etc.) to create and enforce its rules as it sees fit. We encourage franchisees, store managers and in-store employees to be aware of and respectful of each medium’s

rules and act accordingly. This is especially important where contests and giveaways are concerned. Abide by State & Federal Laws

When giving away product, gift cards or certificates via Social Media sites be sure to follow the laws and rules set in place by federal, state and local governments and agencies, along with those of the Social Media site.

If conducting giveaways, sweepstakes, contests or lotteries (individually and collectively, “Promotion”) you must be especially mindful of and abide by all applicable federal, state and local laws.

If you decide to conduct a Promotion, you must provide Kahala with at least thirty (30) days written notice prior to the start of such Promotion. You must also provide to Kahala, with the Promotion notice, a copy of the official rules for the Promotion.

You must also conduct the contest under the name of your business. As an independent contractor and owner of your business, you shall at no time represent that your Promotion is

affiliated with, sponsored by or in any way approved or authorized by Kahala. In no way is Kahala responsible for managing the Promotion, prizes, rules or regulations developed for your store.

Manage Relationships with Minors Responsibly Working with minors in Social Media marketing programs carries important ethical obligations, responsibility, and

sensitivity – please be mindful of this point. You should not involve children under the age of 13 in any Social Media marketing program.

You should also comply with all applicable laws dealing with minors and marketing, including, without limitation, COPPA (Child Online Privacy Protection Act) and regulations regarding age restrictions for particular products.

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Protect Privacy and Permission Respect the privacy of customers at all times. All Social Media conversations should be structured using the

highest privacy, opt-in, and permission standards, and comply with all relevant regulations. Any personally identifiable information gathered from customers through their participation in Social Media marketing programs should be used only in the confines of that particular program, unless the customer voluntarily gives you permission to use it for other purposes.

Never post on any Social Media site or provide to any other person, without Kahala’s prior written consent, Kahala’s or a Brand’s confidential or proprietary information, including corporate communications, operations, marketing strategies or research and development data. All Kahala and Brand information should be considered confidential, unless otherwise noted or you have received prior written authorization to disseminate, disclose or otherwise distribute the information. Always obtain prior written permission from the Brand president or marketing director to publish or report on conversations that are meant to be private or internal to Kahala or a Brand. Also do not cite or reference customers, partners or suppliers without prior written approval.

Violation of Policy Franchisees, whether directly or through their in-store staff or other representatives, that act in a compromising manner

via Social Media engagement will be evaluated by the Brand president and marketing director. Level of violation and outcome will be handled on a case by case basis as set forth in your franchise agreement.

In-store staff that compromises the integrity of Kahala or one of its affiliated Brands via Social Media engagement will be evaluated by the franchisee. Level of violation and outcome will be handled on a case-by-case basis.

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Brand Standards The Kahala Facebook pages continue to attract hundreds upon thousands of fans from across the country and around the world. As a result, this social media tool is quickly becoming a marketing outlet for communicating new product news and other interesting brand information to our fans. We’d like to ask that you use the Kahala brands Facebook page much like you’d use the corporate web page. You may drive customers to the official corporate Facebook page, share links and use it as a resource. However, we’d like to ask that you do not post store specific content to the page that may confuse or frustrate our global fan base. Below is a guide to keep in mind when engaging with the corporate facebook page.

Do Identify yourself as a store owner when making a comment on the corporate page “Like” posts and images posted on the corporate page Post images to photo albums, within the brand’s official page, of eye-catching product’s available at your location

Don’t Use your own store’s Facebook page to leak promotional or product news in advance of the corporate page Post your own store’s coupons, offers or special events to the corporate page Respond to store customer complaints that appear on the corporate facebook page, instead let the national brand

marketing lead address those issues Post negative comments regarding any product, procedure or person associated with corporate to the page

We also understand the advantages of having a Facebook page for your store. If you do have a Facebook page for your own store we encourage you to use the corporate page as inspiration. However, please recognize that your store page will have a slightly different focus. Below is a table highlighting the similarities and differences between the two pages.

Corporate Page Store Page

Titled (Cold Stone Creamery, Blimpie, TacoTime, Great Steak, Samurai Sam’s, Surf City Squeeze, NrGize, Johnnie’s, Rollerz, Ranch One, Cereality, Frullati) Only this page may be called the “official page”

Titled as Brand Name, Address, City, State (or a version of modifiers noted within this document)

Voice of the brand – personality is fun, friendly & approachable with superb customer service

Voice of the local store & brand ambassador – similar personality as corporate page

Announces promotion and product news as well as sneak peeks Does not leak promotional or product news in advance of the corporate page

Posts national coupons and incentives Posts store specific coupons, incentives and event invites

Addresses complaints on corporate page within 24hrs, with the goal of addressing the complaint via phone or email, and not on the wall

Addresses complaints ONLY on local store page within 24hrs, with the goal of addressing the complaint via phone or email, and not on the wall

Reports Corporate HQ events after they occur Reports store events before, during and/or after event

Posts relevant photos and video of events, media coverage and products that are high quality and flattering to the brand

Posts relevant photos and video of events, media coverage and products that are high quality and flattering to the brand

Refers customers to corporate page Refers customers to corporate page or store page, but does not recruit fans from corporate page

Posts relevant content including: corporate culture, games, new products, tips, trivia, polls, etc.

Posts relevant content including: Store as a great place to work and visit, new products, tips, trivia, polls, etc.

Features customized tabs with unique graphic content No custom tabs

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In an effort to keep the content of your page positive and help you address customer service complaints posted to your page we suggest you add the copy below to your store page’s “Info” tab:

We’re especially thrilled you’ve agreed to join our fan base here on Facebook. We’ll share regular product updates along with other news, events and special offers through this site. Additionally, we encourage you to share your favorite menu items or pleasant experiences you’ve had at any of our locations.

Your comments and feedback are important to us. That’s why we’d also like to ask that if you have a complaint to report, please deliver those messages to us directly via email at {Insert Email address) or at {Insert phone number}. We wouldn’t want those important comments to get lost on our wall.

Lastly, please know that we will remove remarks that are inappropriate, contain profanity or spam. Thanks again for joining us on Facebook.

Ultimately, whether it’s at the store level or corporate office, we all have the same goal of engaging, sharing and inspiring the legions of our loyal fans that love our brands. Crucial to our collective success is being mindful of the audience while keeping the best interest of the brand top-of-mind. Together we can continue to build a Facebook community of our fans.

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Technology Working in Facebook Facebook, and other Social Media Networks, can be powerful tools to connect with your customers. Facebook enables the average computer user to tap into the power of the Internet to create a Page to share information.

Individuals have Friend Pages. Business have pages set up by category, while there are also Group and Community Pages within Facebook not meant for business use. By creating a Page for your store, you can share your business and products with Facebook users. Creating a Store Page takes only minutes and allows you to create a virtual presence to connect and engage with your customers and extend awareness for your location by connecting the store to those that “Like” the brand. As Facebook users take the action to “Like” your Page, they interact with your Page and keep activity from your Page circulating through their network of Friends. These Friends may choose to interact with your Page and this “word of mouth” interaction reaches a wider and wider circle of potential customers.

Your Store Page is where you house all the pertinent information about your business—in one place, for an ever-expanding circle of Fans to view. For example, your store’s Page may include:

Overview of company Contact information Press releases Your company’s news and status Customer interaction Videos Links to your Blog or other Blogs relevant to your business

One of the major benefits of a Page on Facebook versus a traditional web page is that it is so simple to update and does not require specialized skills. With a website, it is often necessary to contact a web developer, who will then charge to make even the smallest change. With a Facebook Page, updates may be made as easily as logging in and typing or uploading. And the fresher your content—that is, the more you change and update the information on your Page—the more people you are likely to engage.

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Sett ing up a Facebook Store Page Create a Page for Your Store

1. You will need an email address for your Facebook account. We recommend you use whichever account you check most often, as this is where all notifications regarding the site will be emailed.

2. Go to http://www.facebook.com/pages/create.php to Create a Page.

3. On the Create a Page, select Local

Business or Place, select restaurant/café, then enter your business name, for example Blimpie, type your street address, city/state and zip, followed by your restaurant’s phone number. Click “I agree to Facebook Page Terms” and click “Get started.”

4. Name your new page by typing your

store name, using the following format: Brand Name (Blimpie, TacoTime, etc.), [LOCATION MODIFIER*], [CITY], [STATE ABBREVIATED]

*The Location Modifier must be included in the store name to direct customers to your location and avoid any location mix-ups. The Location Modifier portion of your store’s “Name” can be any of the following:

Street Address (e.g., Blimpie, 123 Main Street, Pittsburgh, PA) Note: No need to include Suite number here if applicable, as you can specify that in the Store Info section explained below.

Cross Streets (e.g., TacoTime, 1st Ave and Broadway, Spokane, WA) Shopping Center Name (e.g., Great Steak, Tempe Marketplace, Tempe, AZ)

5. Once you’ve assigned a name, read the terms of use and sign at the bottom. Now click on Create Page button to

create your store’s Page. 6. It is required that you register this page with Kahala’s Social Marketing and Legal Departments.

7. Once qualified your store’s Facebook page will be linked to a local tab on the brand’s Official Corporate Facebook

page along with the Brand’s website through the store locator function.

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Edit Your Page 1. On your newly created Store Page, notice “Manage” icon on the top right hand of the screen. Click the “manage” icon.

You will see “Edit Page” icon. This is where you will edit your Page. For example, you can Upload a Profile Picture, Change Store Hours and more from here. You can access logos for use as Page Profile images through Creative Online and save the image to your computer. The images in the Creative Online library are the only images approved to be used as the main profile picture.

2. Select the Profile Picture Tab, it’s on the left side of the screen. From here click on Choose File, then search on your computer where you stored the corporate approved brand logo.

It should look like this once completed:

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3. Click on the Basic Information tab (on the left hand side). You can add the brand’s website (for example www.blimpie.com), change store hours, provide the store phone number and more. Once you make all your changes be sure to click Save Changes on the bottom.

4. Click View Page to return to your store’s home page.

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Adjusting Facebook Store Page Sett ings

Adjust Settings to Restrict Fan Posts (for franchisees not monitoring page content daily) Page Administrators (e.g., you) have the ability to control how much or how little interaction can take place on your store’s Page. Once the Page has been set up, the page Administrator can set up parameters for interaction. Follow the steps below to control the parameters for wall posts, photo sharing and video posts.

1. From the home page select Edit Page on the top right hand side of the page.

2. Click on Manage Permissions, and then you can change the posting ability for your page. If you will not be monitoring the content of your Page on a regular (daily) basis, do not allow visitors to post content to your Wall. You can do this by unchecking the “People who like this Page can write or post content on the wall” box. Additionally, you can create a Profanity Blocklist.

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Set Kahala Facebook Administrator as an Admin for Your Store Page [REQUIRED FOR ALL STORE PAGES]

1. Read and complete the Franchisee Qualification Form. 2. Email the completed Qualification Form to Joan Teller at

[email protected] (for Cold Stone pages) or April Lee at [email protected] (for all other Kahala brands’ pages).

3. Upon receipt of your completed Qualification Form, you will receive a confirmation email that includes information about the next steps in the process:

Your Store Page to be “liked” – Joan Teller (for Cold Stone pages) or April Lee (for all other Kahala brands’ pages) will immediately “like” your page, which is your signal to then make them an Admin following the instructions in the confirmation email, as well as here:

1. Select the Edit Page option on the top right hand of your Page. 2. In the empty box that says “Start typing a name or email…” type:

[email protected] for Cold Stone pages [email protected] for all other Brands’ pages

3. Click Save Changes. This will send an email to a member of the Kahala team granting them administrative access to the page.

Your Store Page to be linked – Kahala will notify you within two weeks of your store’s status in being linked with the national brand pages, as described on the Franchisee Qualification Form.

Transit ion an Exist ing Facebook Friend Profi le to an Off icial Kahala Store Brand Page

Please know that if you are operating a Friend Page as a business page, you are in violation of Facebook’s Terms of Service, which means you run the risk of having Facebook eliminate your Friend Page. Additionally, you are not presenting your store in the most professional light. Here’s how to notify friends that you’ve created a store page for your business.

1. Log into your existing Facebook friend Page. Follow the instructions above for setting up a Store Page. Once the new page is set-up completely notify “Friends” that the store page has been moved, include the URL for the new Store page. For example, “Dear Friends I’ve transitioned this page to an official store page, please follow this URL and “Like” us to keep current on deals, news and special events from (Insert Brand) of (Insert Location).”

2. Delete the old Friend Page or continue to operate it as strictly a personal page, to do so you may have to remove some “friends.”

3. Add the Kahala as an admin for your store page (see “Set Kahala Facebook Administrator as an Admin for Your Store Page instructions above).

4. To get a custom URL, create a user name for the Page by going to www.facebook.com/username. Set the URL to be www.facebook.com/BrandName[storeAddressmodifier].

NOTE Joan Teller and April Lee are simply administrative accounts set up by Kahala.

Joan Teller is assigned to Cold Stone pages.

April Lee is assigned to all other Kahala Brands’ pages.

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Maintaining Store Page Content Tabs (change the order or add a tab) Content Apps are like sub-sections to your Fan Page. They are a way for you to organize the information on your Fan Page into standard sections that users recognize. Several standard Apps are available. They include:

1. Photos (Optional) – see “Uploading Photos and Photo Albums” 2. Events (Optional) – see “Creating an Event” 3. Notes (Optional) 4. Video (Optional)

Removing an App Remove whatever optional Apps you choose not to use. Your Page should start with only Wall & Info, but you can always choose to remove content later. To REMOVE an App:

1. On the top right corner of the App there will be a pencil icon, click that that. 2. Go down to “Remove from Favorites.” 3. This will remove the App

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Adding an App To ADD an App:

1. Click the down arrow that is on the right side of the page located on an App box. 2. Once you do this, several more empty App boxes will appear. 3. Click the “+” sign that is in the top right corner of the App boxes 4. Pick “Notes”, “Videos”, “Photos”, or “Events” and it will appear as one of your Apps

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Updating Your Store Page Status Posting updates to your Page is one of the key ways you can communicate with your Fans. Below are the five main types of updates you can post to your Page:

Status Updating your status is a way for you to share a short message with your Fans. A status update can be anything from, “Come to Blimpie on 2nd and Roosevelt today between 5-8pm to sample our new subs” to “Have you ever tried a Veggie Burrito? It’s a whole-wheat tortilla wrapped around refried pinto beans, seasoned rice, cheddar cheese, sour cream, lettuce, salsa fresca and roasted sunflower seeds. Hungry?” See the Marketing section for status update ideas.

Photos Add photos to your Page, whether fan pictures or the corporate approved library of photos. For a library of

photos approved for posting, access BAM Online or Creative Online. Event Create an Event (see “Create an Event” for details). Post it to your Wall to tell all of your fans about it. Video Engage your Fans and show them more about the brand by posting short videos. Please post only videos

that are relevant to your brand so as not to confuse your Fans or dilute our brand messaging. Posting updates (status, links, photos, events and videos) At the top of the Wall on your Store Page is an area where you can share status updates (“What’s on your mind?”), links, photos and videos, as well as promote events.

1. To update your status, simply type text in the “What’s on your mind?” field and click “post.”

2. To post a link, paste the URL into the box that says “What’s on your mind?” and hit the space bar. To share click

“post.” Additionally you can attach photos and videos through this same option.

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3. To post a photo, click on the Photo/Video icon and an automatic dropdown with options such as Upload photo/video, Use webcam, and Create an Album will appear. Select the appropriate option. If uploading a photo, click the Share button to post the photo.

4. To promote an Event, click on the Event, Milestone + icon (on the side side of your status box). Click on Create an Event.

5. In the Create an Event section enter your information. Be sure to add a picture for the event. Click Create Event. We

will go over this more thoroughly with screen shots in the section title “Creating an Event.” Removing updates

1. To REMOVE an unwanted update on the Wall, hover over the post and a star and pencil button will appear on the right side. Click on the pencil and a confirmation box will pop up. Click Delete if you’re sure you want to remove the post because once removed, the post cannot be retrieved. Click the pencil again if you don’t want to remove it. You can “Pin to Top” Change date…” and “Hide from Page” as well.

Removing or Blocking Fans If a Fan is using inappropriate content, attacking another Fan or the Fan Page Administrator, remove and block that user from coming back to your store’s Fan Page.

Removing Fans 1. To REMOVE a Fan click on “see all” next to “new likes” link

in the lower left corner of your Store Page.

2. A window listing the Fans will appear. Click on the X next to the Fan you want to remove.

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Blocking Fans

1. After clicking on the X button, a confirmation window will pop up. If you want to permanently ban the Fan, select the Ban Permanently checkbox. Click Remove.

Sharing Photos and Creating Photo Albums Pictures are a great way to attract your Fans’ attention. Examples of great pictures to promote your store include pictures of:

Events (fundraisers, catered events) The store and storefront Promotional pictures (Creative Online or BAM Online)

Remember though that once posted, pictures “live” in a public place for a long time. Refrain from posting goofy crew pictures, personal pictures or any other “behind the scenes” pictures that might show unprofessional behavior or bad food safety practices. Understand that what you post shapes the Fans’ perception of you and can influence their decision to do business with you—or not do business with you. Creating Photo Albums

1. Click on the Photo/Video Icon tab (on the left side). Next to “status” click on the “Create Photo Album” icon.

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2. Upload your photos, by browsing to the folder on your computer where your photos are stored. Click the open button

on bottom. Once the photos are uploaded a “say something about this photo” will appear under the image. You can describe the photo here. At the top right you can type where and when the photos took place. Also, click “untitled album” to give the album a title. Under that, click “say something…” to describe the album.

3. From the Edit Album page you can add captions or “tag” people (that is, identify people in the photos). When finished, click on the Add Photos button on top. Your photos will now be visible on the left side of your Store Page and in the photos app.

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Editing Photo Albums 1. Click on the Photos app and select the album. This will show you all the photos/albums on your Store Page. You can

either Upload More Photos or edit your current albums. Select an option and follow the prompts.

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Creating an Event

Creating an Event 1. Click on the Event, Milestone + tab to open an Events page. Click on the Event button on the top right corner.

2. Add event details (including pictures and distribution details).

3. Invite Friends and Fans of your store (include a message, if you would like) and then publish the Event to your Wall. 4. Next, you’ll be directed to the newly created Event page, on which invited Friends and Fans can respond if they’ll

attend or not. You can also post photos or videos from previous similar Events or when the Event is over.

Editing an Event or Removing Event Details

1. Click Edit Event on the actual Event page. If you close the page, you can get to it by clicking on the Events tab or selecting the Event listed.

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Market ing Making Facebook Work for You Businesses that focus strictly on marketing rather than building relationships with customers quickly become a turn-off. Social Media provides many opportunities to build relationships with your Fans.

Facebook Store Page Basics Facebook is a powerful and convenient tool that can quickly get the word out about your store. And remember that every bit of information you share about your store on your Facebook Fan Page influences people’s decision to become a Fan and to visit your store. So, to most effectively use Social Media to create marketing opportunities, keep the following basics in mind:

1. Monitor your page frequently. Keep info, status updates, articles and event notifications up-to-date. Even if you don’t have anything to post, visit the Page several times a day and check for any inappropriate comments or posts. If you are not in a position to frequently monitor the Page’s content, set your Settings to limit what users can post.

2. Act ethically and professionally when using Facebook maintain a positive and credible image. Instead of deleting negative posts respond to the complaints by asking customers to email you or call you to discuss the matter. Report threats of violence or other inappropriate posts or images to Facebook and appropriate real-world authorities. Treat Facebook as a second work environment. Be sure your crew members understand what is and is not acceptable interaction for them to have with the store’s Fan Page. Use professional language (avoid slang) when posting and be cautious of errors in grammar, spelling or tone. Before you post, read over your text one more time to catch any obvious flubs or grammar mistakes. It just takes a second and ensures you’re sending out a professional-sounding message, free of distracting typos and grammatical errors.

3. Create and promote events on the Wall. Create Events related to your store such as festivals or special in-store promotions.

4. Link to the main brand’s website (for example www.blimpie.com or www.tacotime.com).

5. Avoid posting overload. Too many posts or comments (more than 2 per day) can overload your Fans and they may respond by “hiding” you and you will have no way of knowing and no way of re-engaging them.

6. Keep it relevant. Do not post inappropriate or irrelevant status and news feed updates. Before posting, always ask yourself if what you’re about to post adds value to your community or to the conversation. If the answer is “no,” then do not post it. Fans have to sift through so much clutter on the Internet that they’ll appreciate your discipline. Also, in terms of relevance and clutter, avoid joining groups, Pages and other applications that are not relevant to your business. .

7. Not a substitute for PR and LSM. Do not use your store’s Facebook Page as a substitute for PR and LSM. Your Facebook Page should not be used as the sole vehicle to sustain your store and its reputation.

8. No personal or corporate topics. Do not use your store’s Facebook Page for personal use or to post anything about Kahala. The purpose of this Page is to promote your store. Any other content dilutes – and can even undermine – the message.

9. Avoid content that can be misinterpreted. If the pictures or comments (of/about you, your store or employees) could be interpreted as inappropriate, then do not post. Misinterpreted material can flat out damage your store’s reputation and the Brand.

10. Do not “spill the beans!” If you know of an upcoming product launch, do not promote it before timelines communicated in Promotion Rollout Guides.

The keys to using Social Media to build an online community

Build Relationships with Fans Interact Be Positive Deliver Relevant Messages

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Facebook Store Page Content and Strategies By producing good content and interacting with customers, your brand will become more popular and your Fans will likely make more trips to your store. Here are some tips for attracting Fans.

Focus on relationships. Do not let your marketing message eclipse your interaction with Fans. Social Media users are selective about how they share their cyberspace. If all you ever offer is a virtual sales sheet, fans will quickly tire and any attempt at sincere customer engagement will be lost. Encourage comments on your Facebook Page and reply to as many as possible. Welcome new Fans and congratulate fan achievements by name. Ask questions in your posts. Facebook Fans can act as an impromptu focus group when you are trying out new products, adding features or looking for feedback on your quality and customer service.

Be consistent. Be prepared to give consistent attention to your Facebook Page. A Page that is left idle for extended periods of time will quickly become irrelevant. Plan to update your Page at least once a day and spend time responding to any comments or Wall posts that are added.

Connect with your audience. Send regular Fan updates. Express gratitude and thank your Fans for their support. Or post status updates that combine a call to action with useful information. Don’t be afraid to tease a little—drawing your Fans in and leaving them wanting a little more. With practice, you’ll become skilled at writing succinct, real-time status updates with carefully chosen words that balance professionalism with just enough personal flair (people prefer doing business with other people and not impersonal entities) that creates community and strengthens your Fan base.

Offer "insider" information. Give your Facebook Store Page an exclusive quality. Offer information that can provide discounts just for Fans. When publicized in other marketing efforts, "insider" information will provide a great incentive to "Fan up" on Facebook.

Get your employees involved. More than likely your staff members already have individual Facebook profiles. Enlist them in promoting and inviting Friends to “Like” your Page. Because they are probably already well-versed in using Social Media, your staff can be a great resource for generating posts. Have a meeting with your team to explain your store’s Facebook Page and the purpose of it. Outline how you intend to use it and answer their questions. Encourage the staff to support the Page.

Develop a strategy for your Page. Build the Page with the goal of becoming a valuable resource to your customers. Nobody joins social networking communities so that they can be advertised to. People do not always care about your product or service. They care about their issues and finding solutions. Give them a good reason to come to your Page. Use the Page to post links to valuable articles, helpful and interesting videos, photos and other fun updates. You can also join other Facebook Pages and groups similar to yours to see what they are doing. This is a great way to do research and get a feel for what works and what does not work. You will want to participate in these communities by contributing to discussions, answering questions, and sharing non-confidential information.

Seek every opportunity to promote your Facebook Page. Post a link in the signature of your e-mail. Request that your crew post a link to your Facebook Page as well—and be sure they’re telling your customers about your Facebook Fan Page when they’re mixing customer creations on the stone! Post photos and videos and tag them with relevant keywords to attract new visitors. Budget for a low-cost ad campaign to promote your Facebook Page through targeted advertising. Be sure to include a “Find us on Facebook” message (include the URL if possible) on your store’s coupons and flyers.

Great return on investment! Remember, there is no quick fix to launch a successful Facebook Page for your business. It requires planning, discipline, consistency and hard work to build your own online community. But the payoff is tremendous! And considering that the service is free (take advantage while it still is—there has been talk of fees being added!), it provides an opportunity for an enormous return on investment.

Develop a “voice” that will speak to your audience. Generic posts are boring, so try to liven things up. Speak to your audience

the way you would speak to your friend over coffee. Interact with your Fans by

asking questions as simple as, “What’s your favorite _____?”

Here’s what happens… Posting on your Wall

causes an update to feed into your Fans’ “newsfeeds”

on their home page.

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LSM Ideas to Generate & Retain Facebook Fans Facebook is a powerful tool for your local store marketing, but its effectiveness depends on your ability to get to know your audience and encourage discussion and engagement. Consider the following ideas:

Set goals. Set a “reach X number of Fans by X date” goal. Determine your objectives first. Start small and then do at least one thing every day to help you accomplish your objectives.

Keep status updates fresh and fun. Update your status daily. Consider the following ideas: Post local coupon offers or FSI artwork on your store page. What’s their favorite sub, smoothie, taco, etc.? Secret word of the day for a free offer (Give Hints). Conduct informal surveys. Offer daily specials. Promote gift cards. “The Perfect Gift for the Taco lover!” And include a picture of the gift cards. The Taco of the Month is ______. What’s your favorite____? Thank your Fans. “Thank you for your loyalty – Free item or $1 off.” Send a “note” or “gram” with a graphic and message for your Fans to copy, paste into THEIR status updates and

customize. Posting in their status updates populates the newsfeeds on THEIR Friends’ profiles and perhaps encourages their Friends to become Fans of your Page.

During holidays are you running special in store items or offers? If so, be sure to plug those offers and include the URL link to brand website! “Try our _____ made with _____.”

Include announcements about Manager’s selection of the week and/or month. Promote new products. What are your favorite holiday memories? Create events. “In honor of our store’s anniversary, we are _______.” Post local information about sports team and colleges. Keep in mind though that not everyone could be a fan, so

keep your posts in a positive spirit. Post pictures of your store front. Post information about LTOs—description, dates of promotion, customers’ reactions, press/media attention, etc. Need to move less-popular or nearly expiring product? Post “specials” for your Fans. People love feeling like they’re

getting deals. Just don’t frame the message or talk about the product in a negative way. Instead of printing flyers and mailers to advertise your next event, use the free Facebook Events application (“host

and post”) to get the word out.

Create exclusive content. Add videos, tips and special gifts to your Page for your Fans that they cannot get anywhere else.

Acknowledge fans. When new Fans write on your Page Wall, respond by adding a comment below their post.

Buy social ads. Promote your Page with social ads. Every time someone becomes your Fan their name and photo may appear alongside your ad.

Use Twitter. Tweet about your Facebook Store Page regularly.

Listen to your Fans. Review the Wall posts to your page, all feedback negative and positive give you insight into how your business is perceived in the eyes’ of your customers. Milestones to add. Store opening date with a photo of storefront Filling in the Timeline. You can announce fundraisers and promotion launch dates Ongoing Milestones. Celebrity sightings at the store (if applicable) and store recognitions

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Creative for Facebook Store Pages BAM Online — Cold Stone Creamery franchisees can access creative designed specifically for Facebook Store Pages on BAM online, the intuitive creative tool used for making flyers, coupons, ads and other marketing materials that are all aligned with brand standards. Click on the Facebook tab to access profile and product images designed for use on your store’s Facebook Page.

Creative Online — All other Kahala brand franchisees can access creative designed for Facebook Store Pages on Creative Online. Click on Social Media to find everything from profile pictures and product images, to online specific coupons and more. This section is accessible to all franchisees and frequently updated with new materials that keep with the brand standards. From creative.kahalacorp.com click on Social Media. Select your brand, Facebook and then choose and save the images you want to upload to your Facebook Store Page.

EXPLORE!

If you are these online creative tools, take the opportunity to explore! You’ll find all kinds of options for creating store-level marketing materials to help drive traffic to your store.

Editable and non-editable flyers, coupons, clings, local store promotions and other frequently used marketing materials… all are available on BAM Online and Creative Online.

KAH-062012 Facebook Book€¦ · Social Ads Formal advertisement blocks that can be purchased...

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