Go-ops help dealers excel in social media

ll'-lolavoN BUSTNESS wtsDoM is that \-rretailers should have an active social media presence to maintain constant, interactive communications with their customers. For many dealers, however, the problem is that word constant. Most independents don't have the time and manpower to supply a daily flow of Tweets and Facebook posts.

So, their co-ops are beginning to step in, to provide tools, content and training. According to Jeff Gooding, director-consumer marketing for Ace Hardware Corp., "At a high level, we educate our retailers on what Ace is doing on behalf of the entire brand from a national level, as well as provide them with best practices and trends in the space."

Specifically, Ace:

. Provides retailers with a page on acehardware.com, customizable for their store, showing the customer their hours, services, brands, departments, special offers, events, etc.

Offers feeds to all local search engines to make sure member stores appear when customers are searching online.

. Utilizes a dedicated social media section of its intranet to post information on Ace's efforts and provides best practices for its stores.

. Educates its field marketins staff through monthly calls, so they are able to answer retailer questions in the field. fhis home is 6,000squore feetso I used lJoist ond LVL from severol different unifs ond the monufocturing consislency wos exoctly fhe some. lf you wont to moximize your profit, I would recommend using Roseburg's Engineered Wood Products".

. Hosts training sessions at its national conventions twice a year, educating dealers on what the co-op is doing in the digital space.

. Meets throughout the year with dealer groups for updates and education.

Grand Rapids, Mi.-based Progressive Affiliated Lumbermen has been heavily promoting the use of social media to its members, starting with its monthly webinars for retailer members and featuring social-media presenters at its annual show.

"We continue to pass on best practices or good ideas from our members to other members," said Joe Myers, membership service manager for PAL. "One member received 1,400 'likes' when they ran an Ugly Kitchen Contest in their market. At last count, we have 70Vo of our members with some level of Facebook page for their company."

Wayne, Pa.-based Lumbermens Merchandising Corp. has also been experimenting with a way to stretch its members' social media arm-even after customers have walked through their front door. LMC members have teamed with Spectrio to install indoor digital signage that can promote their Twitter and RSS feeds and Facebook pages.

LMC members Ridgefield Supply Co., Ridgefield, Ct., and Economy Lumber Co., Campbell, Ca., were already Spectrio customers, using the tech firm's on-hold messaging services, when they began looking into digital signage. The in-showroom screens display their social media feeds, highlighting current specials and video ads, along with local information, news and entertainment items.

"We are now at a moment where the costs for flat panel screens has dropped so low that they have become a viable option for many small businesses, include lumber dealers," said Aaron Kleinhandler, c.e.o. of Spectrio. "Our VideoCasts usually cost around $75 and $150 a month, with some of our customers updating their displays more frequently than others. The outside feeds are refreshed daily, and dealers' messaging can be varied by time of day."

Lyle Lee hos been building custom homes for over 20 yeors. Here is whot he hos to soy obout Roseburg's Engineered Wood Products.

"When building o quolity home, it's importont for oll the froming moferio/s to motch.ln olher words come fogelher os specified in fhe design plons. lf the froming is off by even o 1/.t of on inch, it con cosl me lhousonds of dollors in time ond moleriols I find Roseburg's RFPI@-Joisf ond Rigidlom@ IVL fo be very consislent in width ond deplh. When I use Roseburg's RFPI@-Joist, my floors ore more level, stiffer qnd truer, moking my iob much eosier.

Lyle Lee

L. Lee Building Compony

TF 800-24s-l I t5

By Carla Waldemar