Social Media Engagement for Cause
 Branding and Community Building
Ed Nicholson, Director of Community Relations

http://t...
Strategies




•Establish the company as a thought leader in the
cause of hunger
•Grow a community that will recognize our...
Strategies




•Engage employees in very productive and visible
ways 107K in U.S.
  •Makes them feel good about the compan...
Strategies




 •Utilize our communications resources to create
 awareness and build community around the issue.
 Social n...
Strategies




Leverage donations to generate more awareness of the
issue of hunger and of people and orgs. Create events
...
Tyson hunger relief strategy




•Began formally working in hunger relief in
2000.
•Prior to had donated food; also involv...
Tyson hunger relief strategy—brand-centric early approach
Tyson hunger relief strategy—how it evolved—what we learned


•There is a phenomenal community already
engaged in the issu...
Recent Approach---More collaborative, outwardly-focused
Http://HungerRelief.Tyson.com




   Online in 2007
   Goals—
   • Tell stories of people working in hunger relief—
   Our...
The Hunger Community




   •National organizations—SOS, Feeding America
   •Policy Advocates—FRAC, Cong. Hunger Center
  ...
The blog – Hunger All-Stars
Hunger All-Stars
Hunger All-Star
Social Media Informing and Validating
Http://HungerRelief.Tyson.com – Live blogging
Engaging employees – RAGBRAI
Engaging the community
Engaging the community
Engaging and contributing to the community
The blog –Guest posts
Tools – Flickr
Tools – YouTube
Tools--Twitter
Tools—Google Maps
Tools—Facebook
Engaging and informing—Comment for Food Efforts
Engaging and informing—Comment for Food Efforts
Engaging and informing—WeCanEndThis
C
Is this stuff worth the effort? How we evaluate.



• Online activity: Site traffic, blog posts, Twitter and
Facebook acti...
The tools will continue to evolve




 Relationships and reputations
 transcend and survive
 technology changes.

 There’s...
Questions? Complaints?
     Suggestions?
   http://twitter.com/TysonFoods
     http://twitter.com/ederdn

     ed.nicholso...
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
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

  1. 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. 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. 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. 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. 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. 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. 7. Tyson hunger relief strategy—brand-centric early approach
  8. 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. 9. Recent Approach---More collaborative, outwardly-focused
  10. 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. 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. 12. The blog – Hunger All-Stars
  13. 13. Hunger All-Stars
  14. 14. Hunger All-Star
  15. 15. Social Media Informing and Validating
  16. 16. Http://HungerRelief.Tyson.com – Live blogging
  17. 17. Engaging employees – RAGBRAI
  18. 18. Engaging the community
  19. 19. Engaging the community
  20. 20. Engaging and contributing to the community
  21. 21. The blog –Guest posts
  22. 22. Tools – Flickr
  23. 23. Tools – YouTube
  24. 24. Tools--Twitter
  25. 25. Tools—Google Maps
  26. 26. Tools—Facebook
  27. 27. Engaging and informing—Comment for Food Efforts
  28. 28. Engaging and informing—Comment for Food Efforts
  29. 29. Engaging and informing—WeCanEndThis C
  30. 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. 31. The tools will continue to evolve Relationships and reputations transcend and survive technology changes. There’s continuity in community.
  32. 32. Questions? Complaints? Suggestions? http://twitter.com/TysonFoods http://twitter.com/ederdn ed.nicholson@tyson.com

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