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Engaging Fans in Dialogue
Arlene McCrehan Facebook @GoodwillIntl
Senior Director of Online Media, Goodwill Industries International
• Who’s at the party? • How do you get their attention? • How do you get them to talk to you? • How do you get them to talk about you? • Dating advice
Engaging Fans in Dialogue
Goodwill Industries®
We help people earn a living, improve their lives, and strengthen their families and their communities.
Local Goodwills are social enterprises that fund job training, placement services and other community programs by selling donated items at Goodwill® stores and online.
Purpose of Goodwill® in Social Media
• Build mission awareness • Increase customer base/brand ambassadors and
advocates • Drive sales/increase donations • Educate customers • Reach new influencers • Support partnerships • Establish thought leadership • Drive traffic to our web sites, build e-mail lists, and
enhance SEO
Methodology
Post Improve Measure
Evaluate
Web visitors
Community Supporters
Brand Advocates
• 77 percent believe shopping at Goodwill® supports the community
• 85 percent trust us • Fewer than half understand our core mission
services role
Who’s at the Party?
Brand Survey, April 2009, The Ad Council of Rochester
Who’s at the Party?
• Females, ages 25-64 more likely to donate • Females, ages 25-64 more likely to shop
» (and make a special trip to Goodwill®)
Goodwill® Brand Study, January 2010, Market Decisions Corporation
Facebook Insights 2009
What’s the buzz?
Shopping represented the largest single topic of discussion, followed closely by discussions of donations.
Nonprofit Benchmark Study prepared for Goodwill® by KDPaine & Partners, LLC, Berlin, NH, September 9, 2009
Objectives
• Increase Likes by 125 Percent • Increase Impressions by 150 Percent • Increase Post Feedback by 150 Percent • Boost Conversation Index* • Increase Traffic to Website* • Increase Traffic from Website to Facebook*
*Still benchmarking
Strategy
• Deliberate targeting of messages to our demographic around the topics of
» Shopping at Goodwill » Donating at Goodwill » Our Mission » Partnerships
• Editorial calendar
How to Get People to Talk to You
Tactics
• Make It Relevant • Ask Great Questions • Take a Poll • Offer Incentives • Guide the Conversation
Make It Relevant Shopping at Goodwill®
Make It Relevant
Donating at Goodwill®
Make It Relevant
What are people already saying about you on Facebook?
Ask Great Questions
• Ask what people think
“It is better to know some of the questions than all of the answers.”
– James Thurber (1894 - 1961)
Ask Great Questions Goodwill’s Mission
Take a Poll
Take a Poll
Incentives Exclusive Content Partner Offers
Goodwill drove 42% of traffic to the Facebook campaign tab
Partner Offers
Goodwill FB fans: 30,000+
Gap FB fans: 1.5 million
Guiding the Conversation
Start with engaging content.
Trust your fans, let them talk.
Be a customer service rep when required. Be patient. Repeat.
“I give away good stuff—I buy good stuff. The ultimate in recycling = Goodwill. Thanks.”
Guiding the Conversation
Don’t worry about derailments.
Skillfully get back on track if it seems natural to the conversation.
Thank them, praise them, congratulate them.
“We shopped at Goodwill… the entire time they were growing up. Now they live in NYC and have successful careers and they still shop…”
Metrics Increase Likes by 125 Percent
Metrics Increase Impressions
Increase Post Feedback
Metrics Increase Conversation Index
Metrics Increase Traffic to Website*
Metrics Increase Traffic from Website
Metrics Increase Traffic from Website*
Key Takeaways
• Make It Relevant • Ask Great Questions • Take a Poll • Offer Incentives • Guide the Conversation
PostSecret is a community art project where people mail in their secrets anonymously on one side of a homemade postcard.
Just like cities having a thousand stories, clothing can too.
