Social Media Optimization - Prepared for Goodwill Industries

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  • LISTEN : WE ARE NOT IN CONTROL - Monitor and Listen to customersCONVERSATE : SOCIAL MEDIA IS TWO-WAY, STAY ENGAGED - Engage with fans, community when they talk to us. - A compliment goes a long way. - Humanize a company – tweet / posts from an employee resonates mostASSOCIATE: INTEGRATING WITH FAN-BASED FOLLOWING ESTABLISHES CREDITIBILITY - Partner with positive “fan” based companies - Provides instant audiences to engage
  • Social Media Optimization - Prepared for Goodwill Industries

    1. 1. Social Media Optimization<br />Goodwill Industries of Ohio<br />
    2. 2. What We Are TALKING About<br />What is Social Media (SM)?<br />Where’s the ROI?<br />How can we leverage locally?<br />
    3. 3. What is Social Media by Definition?<br />Social media is a term used to describe the type of media that is based on conversation and interaction between people online. <br />With Social Media, the customers are in control.<br />LISTEN, CONVERSATE, ASSOCIATE<br />What is SM?<br />
    4. 4. What is SM?<br />
    5. 5. The Tools of the Trade<br />What is SM?<br />
    6. 6. Let’s See What They’re Saying Now<br />What is SM?<br />
    7. 7. 4 Steps to Set Social Media Strategy<br />P<br />O<br />S<br />T<br />PeopleAssess your customers’ social activities<br />Objectives Decide what you want to accomplish<br />StrategyPlan for how relationships with customers will change<br />Technology Decide which social technologies to use<br />What is SM?<br />
    8. 8. Most Important Mistakes NOT To Make<br />To be successful in Social Media, we MUST<br />LISTEN : YOU ARE NOT IN CONTROL <br />CONVERSATE : SOCIAL MEDIA IS TWO-WAY, STAY ENGAGED<br />ASSOCIATE: INTEGRATING WITH FAN-BASED FOLLOWING ESTABLISHES CREDITIBILITY<br />Where’s the ROI?<br />
    9. 9. So, where the opportunity (ROI)?<br />Generate Awareness of Donation Drives and Donation Drop-off Centers<br />Promote Sales at Retail Locations<br />Educate Audience of Mission<br />Where’s the ROI?<br />
    10. 10. Generate Awareness of Donation Drives & Drop-off Centers<br />Highlight ONE store location and ONE attended donation per week<br />Keep in close proximity<br />Post / tweet in evening / weekends to reminder donors to “clean out closet”<br />Post / tweet in the AM to reminder donors to drop-off donations<br />Reward independent drives by posting photos<br />
    11. 11. Promote Sales at Retail Locations<br />Hype local high season with store specials <br />i.e. prom, Halloween, back-to-school<br />Run “in-store only” give-aways to create exclusiveness<br />“Come in today and mention secret FACEBOOK TWITTER code for extra 50% off!”<br />Feature theme of the week<br />Vintage t-shirts, Living Room Make-over, New Suit<br />
    12. 12. Educate Audience of Mission<br />Lead with mission as the positive difference of donating to Goodwill<br />Tell stories of successful mission recipients<br />Explain simple formula of donation = funding <br />
    13. 13. Which Partners & Why?<br />Leverage Locally<br />
    14. 14. Strategy Summary<br />1.) Strategy Development: Remember P.O.S.T. (People. Objective. Strategy. Technology.<br />2.) Focus content on what you want to measure, your “hard” results <br /><ul><li> Generate Awareness of Donation Drives and Donation Drop-off Centers
    15. 15. Promote Sales at Retail Locations
    16. 16. Educate Audience of Mission</li></ul>3.) Local partners can leverage your brand equity and carry your message further. <br /><ul><li> People want to believe in a brand, a mission, a company.
    17. 17. Bring a face to your brand. Connect and be social!</li></ul>Leverage Locally<br />

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