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Tyson Foods: Social Media Engagement for Cause Branding and Community Building - BDI 3/24/10 Social Reputation Management
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Tyson Foods: Social Media Engagement for Cause Branding and Community Building - BDI 3/24/10 Social Reputation Management

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Case Study: Tyson Foods: Social Media Engagement for Cause Branding and Community Building ...

Case Study: Tyson Foods: Social Media Engagement for Cause Branding and Community Building
Presented by: Ed Nicholson, Director of Community and Public Relations, Tyson Foods, Inc.
Tyson Foods has become a corporate leader in the fight against hunger by engaging key stakeholders through social media channels. Tyson uses social media channels to not only spotlight the company’s own work in hunger relief, but to also build community by creating awareness of the issue of hunger and those involved.
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Tyson Foods: Social Media Engagement for Cause Branding and Community Building - BDI 3/24/10 Social Reputation Management Presentation Transcript

  • 1. Social Media Engagement for Cause Branding and Community Building Ed Nicholson, Director of Community Relations http://twitter.com/TysonFoods http://hungerrelief.tyson.com
  • 2. Strategies •Establish the company as a thought leader in the cause of hunger •Grow a community that will recognize our voice as credible—and might defend us when we need it. •Leverage our in-kind donations toward more than publicity.
  • 3. Strategies •Engage employees in very productive and visible ways 107K in U.S. •Makes them feel good about the company. •Creates people dedicated to the cause. • Is another step toward being more authentically involved; humanizing the brand.
  • 4. Strategies •Utilize our communications resources to create awareness and build community around the issue. Social networking tools are particularly effective toward this end. •More than a “campaign” for us.
  • 5. Strategies Leverage donations to generate more awareness of the issue of hunger and of people and orgs. Create events that inform about the issue and recognize those who are working to address it.
  • 6. Tyson hunger relief strategy •Began formally working in hunger relief in 2000. •Prior to had donated food; also involved in many other worthy philanthropic efforts. •Early approach was very focused; ego- centric; brand protective.
  • 7. Tyson hunger relief strategy—brand-centric early approach
  • 8. Tyson hunger relief strategy—how it evolved—what we learned •There is a phenomenal community already engaged in the issue •Inspiring people •Great room for more online connections •Can’t be accepted into the community overnight. Can’t “buy” your way in •As our people became engaged, our culture—our expectations changed •Became more collaborative, more outwardly-focused
  • 9. Recent Approach---More collaborative, outwardly-focused
  • 10. Http://HungerRelief.Tyson.com Online in 2007 Goals— • Tell stories of people working in hunger relief— Ours and others’—Archive those stories. • Expand awareness of and engagement in the issue • Help bring the existing community involved in hunger relief online
  • 11. The Hunger Community •National organizations—SOS, Feeding America •Policy Advocates—FRAC, Cong. Hunger Center •Lawmakers—House and Cong. Hunger Caucus, Sen. Blanche Lincoln •Local organizations—Food banks •Local agencies •Inspired, inspiring individuals—Hunger All-Stars
  • 12. The blog – Hunger All-Stars
  • 13. Hunger All-Stars
  • 14. Hunger All-Star
  • 15. Social Media Informing and Validating
  • 16. Http://HungerRelief.Tyson.com – Live blogging
  • 17. Engaging employees – RAGBRAI
  • 18. Engaging the community
  • 19. Engaging the community
  • 20. Engaging and contributing to the community
  • 21. The blog –Guest posts
  • 22. Tools – Flickr
  • 23. Tools – YouTube
  • 24. Tools--Twitter
  • 25. Tools—Google Maps
  • 26. Tools—Facebook
  • 27. Engaging and informing—Comment for Food Efforts
  • 28. Engaging and informing—Comment for Food Efforts
  • 29. Engaging and informing—WeCanEndThis C
  • 30. Is this stuff worth the effort? How we evaluate. • Online activity: Site traffic, blog posts, Twitter and Facebook activity • Continually updated archive of Tyson’s activity within the issue • Reputation and relationships--
  • 31. The tools will continue to evolve Relationships and reputations transcend and survive technology changes. There’s continuity in community.
  • 32. Questions? Complaints? Suggestions? http://twitter.com/TysonFoods http://twitter.com/ederdn ed.nicholson@tyson.com