social media optimization - prepared for goodwill industries
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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!