The document discusses Tyson Foods' social media strategy for engaging with the hunger relief community and raising awareness of hunger issues. The goals are to establish Tyson as a thought leader in hunger relief, engage employees in the cause, and utilize communications tools to build an online community around hunger. Over time, Tyson's approach evolved from being brand-centric to being more collaborative and outwardly focused by engaging the existing hunger relief organizations and individuals through social media platforms and telling their stories. The key is developing genuine relationships and contributing to the community in order to raise awareness of hunger issues.

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. Establish the company as a thought leader in the cause of hunger Contribute to 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. Goals and Strategies

3. 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. Goals and Strategies

4. 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. Goals and Strategies The more we give in a genuine way, the more we get back.

5. Involved since 2000 Early approach was very brand-centric. Protective. Publicity-focused. Tyson hunger relief

6. 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, more connected. Tyson hunger relief strategy—how it evolved—what we learned

7. Http://HungerRelief.Tyson.com Online in 2007 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

8. 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

9. The blog – Hunger All-Stars

10. Hunger All-Stars

11. Social Media Informing and Validating

12. Social Media Informing and Validating

13. Http://HungerRelief.Tyson.com – Live blogging

14. Engaging employees – RAGBRAI

15. Engaging and contributing to the community

16. Engaging the community

17. Engaging and informing—WeCanEndThis C

18. The blog –Guest posts

19. Tools – Flickr

20. Tools – YouTube

21. Tools--Twitter

22. Tools—Google Maps

23. Tools—Facebook

24. Engaging and informing—Comment for Food Efforts

25. Engaging and informing—Comment for Food Efforts

26. Recognition

27. 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--

28. Relationships and reputations transcend and survive technology changes. There’s continuity in community. The tools will continue to evolve

29. http://twitter.com/TysonFoods http://hungerrelief.tyson.com http://www.facebook.com/pages/Tyson-Foods-Hunger-Relief/200228386775 http://www.youtube.com/tysoncommunity Where you’ll find us