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Sharing The Responsible Business Voice on Social Media

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This webinar focuses on all things social media for the responsible business voice. We’ll cover how to effectively break through the noise and clutter of the most popular mode of communication in the 21st century. We’ll guide you through the best ways to tell your story on Facebook, Twitter, and LinkedIn…often in 140 characters or less.

Ryan Rabac, Manager, Digital Marketing, ASBC
Pat Heffernan, President, Marketing Partners, Inc., ASBC Board Member
Kevin Maley, Managing Supervisor, VOX Global
Maggie Kinnealey, Managing Supervisor, VOX Global

April 18, 2017

Published in: Marketing
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Sharing The Responsible Business Voice on Social Media

  1. 1. Sharing the Responsible Business Voice on Social Media April 18, 2017
  2. 2. RYAN RABAC, MANAGER, DIGITAL MARKETING, ASBC Ryan Rabac has guided digital marketing and strategy for local and national nonprofits, building campaigns that enhance brands and increase their engagement with stakeholders. He holds a Master of Public Administration from Syracuse University and a Bachelor of Science in Political Science from Florida State University. asbcouncil.org/webinars @RyanRabac
  3. 3. • Strategic Use of Social Media for Responsible Business Voices – Pat Heffernan, President, Marketing Partners, Inc. and ASBC Board Member • Communicating CSR Through Social Media – Kevin Maley, Managing Supervisor, VOX Global – Maggie Kinnealey, Managing Supervisor, VOX Global • Content, Platforms, and Tools – Ryan Rabac, Manager, Digital Marketing, ASBC • Questions Overview asbcouncil.org/webinars
  4. 4. PAT HEFFERNAN, PRESIDENT, MARKETING PARTNERS, INC., ASBC BOARD MEMBER Pat Heffernan creates mission-focused strategies to unlock the power of communication to drive change. Pat is a founder and first president of VT Businesses for Social Responsibility, adjunct faculty & advisory board member of University of Vermont College of Agriculture & Life Sciences, serves as an expert witness on communications in federal court, and has testified at the local, state and national level. Previously, Pat served as Associate Dean at Vermont Law School. She holds a B.A. and MBA degrees and is a certified management consultant. asbcouncil.org/webinars @pheffernanvt
  5. 5. STRATEGIC USE OF SOCIAL MEDIA FOR RESPONSIBLE BUSINESS VOICES Pat Heffernan April 2017 Session 1: Social Media 5
  6. 6. SAME FRAME, BUSINESS LANGUAGE & MESSAGES USED ELSEWHERE Session 1: Social Media 6
  7. 7. STRATEGY IS… • How an organization is going to achieve its mission. • Strategy is about making choices —what you do (and don’t do) AND what you do first. • Our focus today is on strategies for including issues and public policy in your social media program. Session 1: Social Media 7
  8. 8. SOCIAL MEDIA & PUBLIC POLICY: THINGS HAVE CHANGED • Consistency across channels matters to customers: Vision, Values & Voice • Recent business examples: – #WomensMarch – Ben & Jerry’s: Black Lives Matter Session 1: Social Media 8
  9. 9. MOST COMMON SOCIAL MEDIA FAILS • Didn’t Check The Hashtag • Mishandled Responses • Misguided Campaign • Didn’t Know What They Were Posting • Didn’t Monitor Their Auto Tweets • Tried To Co-opt A Serious Event • Offensive Campaign Session 1: Social Media 9
  10. 10. SHOULD YOUR BRAND TAKE A STAND? • WrightIMC surveyed more than 3,000 consumers. • Studied 5 major U.S. brands taking stands in recent past. • Majority of consumers consider social stance of company when purchasing. • Differing consumer attitudes (age, income and geography as factors). • “Know your audience and a strong point of view can grow it, with some additional fringe benefits.” Session 1: Social Media 10
  11. 11. WHY SOCIAL MEDIA IS IMPORTANT FOR MISSION-DRIVEN BUSINESSES • The social media marketing arena is a (fairly) level playing field. • A strong social media presence builds brand loyalty. • Social media can help you get noticed at events, and generate earned media coverage for your business and issue. • You’ll find customers you didn’t know existed. • Customers you didn’t know existed will find (and buy from) you. Session 1: Social Media 11
  12. 12. WHY SOCIAL MEDIA ON YOUR ISSUES • “Nearly two-thirds of Americans say that after “liking” or “following” a nonprofit or corporate social responsibility program online, they are more inclined to support the cause by volunteering, donating and sharing information.” Sources: Cone Communications, Edelman PR, Pew Research Center Session 1: Social Media 12
  13. 13. SPECIAL CONSIDERATIONS: B2B, GLOBAL MARKETS, REGULATED INDUSTRIES & NONPROFIT • Need support of employees, some or most customers, and other constituencies (e.g., key suppliers, shareholders, trustees) • Separate social media accounts, link to mission and annual goals, legal review. • Can be done. HP as an example: – Multi-layered public policy – 10 years of Global Citizen reports Session 1: Social Media 13
  14. 14. THE BIG 6+ (PLUS REDDIT, QUORA, YOUTUBE, SNAPCHAT…) Session 1: Social Media 14
  15. 15. POLICY & ISSUES ARE MOST ACTIVE ON 4 (ALTHOUGH SOMETHING ON ALL 6+) Session 1: Social Media 15
  16. 16. HOW TO SELECT & MANAGE EFFECTIVELY • Go where they already are: Choose social media networks based on your audience and the issue. • Multiple channels: Vast majority of consumers, businesses and nonprofits are active on 2+ networks. • Your secret weapons: Twitter Lists, plus hashtags/keywords. Session 1: Social Media 16
  17. 17. RESEARCH AND COORDINATE KEYWORDS AND HASHTAGS BEFORE YOUR EVENTS & CAMPAIGNS Session 1: Social Media 17
  18. 18. CLEAR MATCH BETWEEN COMPANY & ISSUE: WOMAN-OWNED BUSINESSES & #WOMENSMARCH Session 1: Social Media 18
  19. 19. COMPANY AND ISSUE MATCH LESS CLEAR BEN & JERRY’S: #BLACKLIVESMATTER Session 1: Social Media 19
  20. 20. SUSTAINABILITY, CLIMATE (KEYWORDS USED ON ALL MAJOR SOCIAL MEDIA NETWORKS) Session 1: Social Media 20
  21. 21. CONSISTENCY: EILEEN FISHER, SUSTAINABILITY AND WORKPLACE QUALITY Session 1: Social Media 21
  22. 22. USEFUL TOOLS • Hootsuite • HubSpot • TweetDeck • Buffer • Bitly • BuzzSumo • Hashtagify Session 1: Social Media 22
  23. 23. KEVIN MALEY, MANAGING SUPERVISOR, VOX GLOBAL Kevin Maley works with companies and nonprofits on sustainability strategy, including goal setting, stakeholder engagement, risk assessment, materiality analysis and emerging issues management. Kevin also provides organizations with sustainability communications support, including engagement through social and traditional media, key messaging, report writing and website development. Kevin holds a bachelor’s degree in Political Science from Syracuse University and a master’s degree in Public Affairs from the University of Massachusetts. asbcouncil.org/webinars @KevinAMaley
  24. 24. MAGGIE KINNEALEY, MANAGING SUPERVISOR, VOX GLOBAL Maggie Kinnealey works with clients to secure media coverage, develop targeted consumer and internal communications, and provide social media strategy. Prior to joining the VOX team, Maggie spent seven years at Tractenberg & Co., a New York City based full-service public relations firm, specializing in the beauty and lifestyle space industries. In that capacity, Maggie worked with both large and small brands, securing extensive media coverage, designing social media programs, conceiving both consumer and cause-related campaigns, and planning and executing a variety of events. Maggie graduated from the College of the Holy Cross with a Bachelor of Arts in Psychology. asbcouncil.org/webinars @MaggieKinnealey
  25. 25. 25 Communicating a Commitment to Environmental Finance Bank of America
  26. 26. 26 Source: VOX Global Connecting to Good through the Power of Technology AT&T
  27. 27. KEY TAKEAWAYS 27 • Use all channels where your key audiences are: Instagram, Twitter, Facebook, LinkedIn, Snapchat, Medium • Engage your stakeholders and influencers to amplify your message and bring credibility to your message • Get creative: Use GIFs, still photos, consistent hashtags, quote cards and animation to capture attention • Identify key metrics to measure your results and build on your success
  28. 28. Thank you! Maggie Kinnealey mkinnealey@VOXGlobal.com Kevin Maley kmaley@VOXGlobal.com
  29. 29. CREATING CONTENT • Start with Strategy – Build followers? – Send people to a website? – Add signatures to a petition? • Ask the 5 Ws: Who, What, Where, When, and Why • Find your voice – Efficient, direct language – Build a sense of community • Establish a cadence
  30. 30. THOUGHTS AND RESOURCES • Editorial Calendar • Automation when appropriate • Your personal accounts, your staff and your board members – Anyone in your circle not using social media could be a missed opportunity. – Use pre-written content and toolkits to help others engage. • Think mobile first • Use real pictures of people • Be as real-time and responsive as possible • Native and live video on Facebook, Twitter, and Instagram • Learn from results – did your content work as intended?
  31. 31. Date Platform Type Content April 18 Email Invitation Please join us on May 2! April 20 Facebook Post These businesses are standing up against climate change. EDITORIAL CALENDAR
  32. 32. ORGANIZATIONAL PLATFORMS • LinkedIn Company Pages: evolution from job hunting tool to content provider and news source for professionals. – Access to 476 million professionals, 60% use on mobile • Twitter: Engage in ongoing trends and discussions by using hashtags and influencers to enhance your message. • Instagram: Visual and personal. Not good for written content or clicks. • Facebook: Hard to win without paying, but try native video and Facebook Live.
  33. 33. PERSONAL PLATFORMS • LinkedIn: publish thought leadership pieces, share surprising/novel insights, repost articles and columns from other publications, post pictures from professional and volunteer events. • Twitter: Engage in ongoing trends, use your account to amplify your brand, mix in your personality – Tag your brand in your bio – Aim for 2x as many followers as following
  34. 34. Upcoming Events April 26 Webinar: Effective Advocating & Lobbying Your Elected Officials May 1-2 National Climate Business Lobby Day on Capitol Hill #Biz4Climate17 May 3 Webinar: Hone Your Message and Work with the Media to Get It Out asbcouncil.org/webinars
  35. 35. Questions • Raise your Hand or Submit a Question • Panelists will answer questions in the order they are received • The webinar will end at 5pm ET

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