goodwill case study: creating high-level engagement with social tools
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In November 2012, IABC/DC Metro welcomed the Goodwill Industries International communications team who spent three years building engagement and developing content strategy for the nonprofit’s social media channels. Members of the Goodwill team shared lessons learned about critical components to success, their strategy for engaging audiences and connecting them with Goodwill’s mission. They also provided specific tactics and unique campaigns that helped build online engagement, highlighting the importance of leadership and organizational buy-in, online relationships, content strategy, and rules for engagement.TRANSCRIPT
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Goodwill® Case Study: Creating High-Level Engagement with Social
ToolsGoodwill Industries International
@GoodwillIntl
IABC/DC Metro
Thursday, November 8, 2012
Arlene McCrehan @amccrehanSenior Director of Digital Media
Adam Stiska @adamstiskaOnline Media Manager
Lauren Lawson-Zilai @laurenllawsonDirector of PR
Beth Perell @bcperellVP Communications and Information Management
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Goodwill and Social Media
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Agenda
• Intro to Goodwill• How we began and built our social media
channels• Important things we’ve learned
– Leadership buy-in– Collaboration– Relationships– Content Strategy– Policy and Guidelines
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Value shopping for people with low incomes
Employer of people with disabilities
Job training and employment services
Clothing and other goods for people in emergencies.
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Social Enterprise
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People Goodwill helps
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2010 2012
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http://pinterest.com/GoodwillIntl/
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Engagement
• It’s not just exposure to a message or a piece of content. It’s not just an impression.
• It happens when the viewer’s level of interest in a message inspires them to take an additional step after consuming the content.
» Clicking on a hyperlink» Sharing» Commenting» Reposting» Favoriting
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In the beginning…
Strategic alignment – defining how we could most impact our organizational goals
• Grow number of people served• Grow revenue to support mission• Strengthen brand, mission awareness• Strengthen public policy Influence
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What did we know?
• 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
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What did we know?
• 77 percent believe shopping at Goodwill® supports the community
• 85 percent trust us• Fewer than half understand our core
mission services role
Brand Survey, April 2009, The Ad Council of Rochester
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What did we know?
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
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What did we know?
What were people already saying about us on Facebook?
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Identified our purpose
• 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
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Strategy
• Deliberate targeting of messages to our demographic around the topics of
» Shopping at Goodwill» Donating at Goodwill» Our Mission» Partnerships
• Editorial calendar
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Goals
• Increase Likes by 125 Percent• Increase Impressions by 150 Percent• Increase Post Feedback by 150 Percent• Boost Share of Conversation* • Increase Traffic to Website • Increase Traffic from Website to Facebook
* Now “Share of Conversation”
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Engagement tactics
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Engagement tactics
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Engagement tactics
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Engagement tacticsPartner Offers
Goodwill FB fans: 30,000+
Gap FB fans: 1.5 million
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Engagement tactics
Start with engaging content.
Trust our fans, let them talk.
Be a customer service rep when required. Be patient. Repeat.
Don’t worry about derailments.
Get conversation back on track if it seems natural.
“I give away good stuff—I buy good stuff. The ultimate in recycling = Goodwill. Thanks.”
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What did we learn?
We needed:
• Ongoing leadership buy-in • Organizational collaboration and buy-in • Online relationship building • Content strategy• Social media policy, community guidelines, social media
response matrix • More meaningful measurement
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Leadership buy-in
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Leadership buy-in
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Collaboration
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Collaboration
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Collaboration
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Collaboration
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Collaboration
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Collaboration
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Collaboration
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Collaboration
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Build Relationships
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“I couldn’t have done this without (a) Goodwill, (b) social media, and (c) everyone spreading the word.”
@allthriftystate
Build Relationships
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Build Relationships
#150Jobs….
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Build Relationships
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Content Strategy
Continue to Evolve
Your Content Strategy
“Content should be platform agnostic.” Global Webex Trends, February 2012
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Content Strategy
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Content Strategy
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Content Strategy
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Policy and guidelines
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Policy and guidelines
We needed a social media policy to answer five questions:
1. Who is authorized to represent our brand?
2. What is appropriate content?
3. What is the line between professional and personal posts?
4. Is it okay to participate at work?
5. How do you handle a crisis in social media?
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Policy and guidelines
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• Is it about pricing? Refer to <Link>• Is it about donations? Refer to
<Link>• Is it about a store? Refer to <Link>
• Is it about CEO salary? Refer to <Link>
• Speak in first person to combat corporatized messaging
• All sensitive information requests should be privately messaged
• If complaint is about a member organization email and tag appropriate parties.
• Encourage member organization to take customer care over with local account
• ALL CAPS• Irate or Ranting
• Continued commenting• Misc. Sign – Best Judgement
• Delete all hate speech, attacks on followers and spam - Screenshot
• Others personal information – Delete/Screenshot
• Criminal claim• Discriminatory claim• Disgruntled Employee• Noticed Groundswell• Misc. Claim – Best Judgement
Assess if PR or management needs to get
notified?
Is tone of commenter
approachable?
Is topic a repeated issue with response
resources?
Respond *
If comment is positive, respond with a thankful, personal, real remark.
Policy and guidelines
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Policy and guidelines
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Policy and guidelines
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Policy and guidelines
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Policy and guidelines
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Policy and guidelines
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Critical factors for growing social media engagement:
• Get your leaders onboard and participating in social media
• Get your entire organization on board and showcase the talent among your staff who can generate content
• Watch and listen online for people who align with your brand, tap into their networks and spread our messages
• Make the most of your content by repurposing it for different channels
• Establish tools (policy, guidelines, matrix) that clearly outline a workflow for social media responses
Recap
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Goodwill (No. 23)–a newcomer to the list–is another “outlier among so many high-power business brands…” “Consumers are really appreciative of the Goodwill retail stores and the perceived feel-good value they are bringing to local communities.”
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Insert my photo here holding up ‘why Goodwill inspires me’ page
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Q and A
• Beth Perell, [email protected]•
Arlene McCrehan, [email protected]
• Lauren Lawson-Zilai, [email protected]
• Adam Stiska, [email protected]