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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.

Contact

Arlene.mccrehan@goodwill.org @amccrehan

(301) 530-6500