Social Media Optimization - Prepared for Goodwill Industries

Social Media Optimizatio

n

Goodwill Industries of Ohio

What We Are TALKING About

What is Social Media (SM)?

Where’s the ROI?

How can we leverage locally?

What is Social Media by

Definition?Social media is a term used to

describe the type of media that is based on conversation and interaction between people online.

With Social Media, the customers are in control.

LISTEN, CONVERSATE, ASSOCIATE What is SM?

What is SM?

The Tools of the Trade

TOOL PURPOSE

Monitoring Tool (google alerts)

Listening & Measuring

Company Blog Thought leadership, depth, engagement, linking to content, guest posts

Twitter Headlines, engage, sales, solve service issues, competitive insight

Community (ning.com)

Customer driven, customer care, sourcing trends

Facebook Social, friendly, recruiting, link to community and blog, video

LinkedIn Engagement, networking, recruitment

YouTube Stories, brand awareness

What is SM?

Let’s See What They’re Saying Now

What is SM?

4 Steps to Set Social Media

StrategyPOST

PeopleAssess your customers’ social activities

Objectives Decide what you want to accomplish

Strategy Plan for how relationships with customers will change

Technology Decide which social technologies to use

What is SM?

Most Important Mistakes NOT To

MakeTo be successful in Social

Media, we MUSTLISTEN : YOU ARE NOT IN CONTROL

CONVERSATE : SOCIAL MEDIA IS TWO-WAY, STAY ENGAGED

ASSOCIATE: INTEGRATING WITH FAN-BASED FOLLOWING ESTABLISHES CREDITIBILITY

Where’s the ROI?

So, where the opportunity

(ROI)?Generate Awareness of

Donation Drives and Donation Drop-off Centers

Promote Sales at Retail Locations

Educate Audience of Mission

Where’s the ROI?

Generate Awareness of

Donation Drives & Drop-off

Centers Highlight ONE store location and ONE

attended donation per week

Keep in close proximity

Post / tweet in evening / weekends to reminder donors to “clean out closet”

Post / tweet in the AM to reminder donors to drop-off donations

Reward independent drives by posting photos

Promote Sales at Retail

Locations

Hype local high season with store specials i.e. prom, Halloween, back-to-school

Run “in-store only” give-aways to create exclusiveness “Come in today and mention secret

FACEBOOK TWITTER code for extra 50% off!”

Feature theme of the week Vintage t-shirts, Living Room Make-over,

New Suit

Educate Audience of

MissionLead with mission as the

positive difference of donating to Goodwill

Tell stories of successful mission recipients

Explain simple formula of donation = funding

Which Partners & Why?

Leverage Locally

Strategy Summary

Leverage Locally

1.) Strategy Development: Remember P.O.S.T. (People. Objective. Strategy. Technology.

2.) Focus content on what you want to measure, your “hard” results • Generate Awareness of Donation Drives and Donation Drop-off Centers• Promote Sales at Retail Locations• Educate Audience of Mission

3.) Local partners can leverage your brand equity and carry your message further.• People want to believe in a brand, a mission, a company. • Bring a face to your brand. Connect and be social!