SlideShare a Scribd company logo
9 digital strategies to tell
your CSR story
Arik C. Hanson
Principal, ACH Communications
Why is storytelling so
important to CSR and
employee volunteerism?
Net Impact survey said 53%
of workers said “a job where
I can make an impact” was
important to their
happiness.
72% of students agreed.
And, in 2020,
millennials will make
up a whopping 50% of
the workforce.
Bottom line: Telling
your CSR story
(online) is more
important than ever--
for your business.
But first, you need the
digital basics in
place…
Company blog (your hub)
Content generators
(your engine)
Social media outlets
(your distribution machine)
8 strategic ideas
19 minutes
Here goes
Idea: Make like a reporter and write compelling
narratives about your own company-based
events.
Example: Bike Walk Move campaign, 2010-2011
Tools: Blog, iPhone, Instagram
Resource Level: $
#1: Tell your story by covering
your own events
Idea: Use Facebook page post ads to amplify the
reach of your CSR stories.
Example: On The Green Line events
Tools: Facebook, Facebook page post ads, Blog
Resource level: $$
#2: Tell your story by using
Facebook ads to amplify it
Idea: Use Storify as a content aggregation tool
to tell CSR/employee volunteerism stories
through social media content to internal
audiences.
Example: Avis
Tools: Storify, Twitter, YouTube, Slideshare,
Instagram
Resource level: $
#3: Tell and recap your story
(to employees) via Storify
Idea: Use Instagram and Twitter to tell your
story via live shots/tweets (as told by an
employees/influencers/customers)
Example: #ToyotaGiving campaign
Tools: Webstagram, other tracking tools
Resource level: $$
#4: Tell your story (and raise
money) through photos…
in real time
Idea: Tell your story through hard data by way
of compelling, rich and visually-pleasing
infographics.
Example: Target + Feed USA
Tools: Blog, Infogr.am, Piktochart (paid), Many
Eyes (beta—IBM)
Resource level: $$$
#5: Tell your story through
“consumable” infographics
Idea: Ask employees to tell your CSR story for
you through tweets, photos or video—then
publicly recognize them for their hard work
and commitment.
Example: Ben & Jerry’s
Tools: Twitter, smart phone, Instagram, Vine
Resource level: $$$
#6: Ask your employees to tell
your story for you—then
publicly recognize them for it!
Idea: Recap your events in just six seconds—
via video.
Examples: Burberry, Plan UK, Diabetes UK
Tools: Vine, Twitter (and now Instagram video)
Resource level: $
#7: Tell your story…
in just 6 seconds
Idea: Tell your story exclusively through the
power of photos—one day at a time.
Example: Calgary Zoo Annual Report.
Tools: Instagram, iPhone
Resource level: $
#8: Tell your story…one day at a
time…via photos…on Instagram
Questions?
More?
Web: arikhanson.com
Twitter: @arikhanson
Talking Points:
http://bit.ly/11q1vcB

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9 Digital Strategies to tell your CSR story

  • 1. 9 digital strategies to tell your CSR story Arik C. Hanson Principal, ACH Communications
  • 2. Why is storytelling so important to CSR and employee volunteerism?
  • 3. Net Impact survey said 53% of workers said “a job where I can make an impact” was important to their happiness. 72% of students agreed.
  • 4. And, in 2020, millennials will make up a whopping 50% of the workforce.
  • 5. Bottom line: Telling your CSR story (online) is more important than ever-- for your business.
  • 6. But first, you need the digital basics in place…
  • 9. Social media outlets (your distribution machine)
  • 12. Idea: Make like a reporter and write compelling narratives about your own company-based events. Example: Bike Walk Move campaign, 2010-2011 Tools: Blog, iPhone, Instagram Resource Level: $ #1: Tell your story by covering your own events
  • 13.
  • 14. Idea: Use Facebook page post ads to amplify the reach of your CSR stories. Example: On The Green Line events Tools: Facebook, Facebook page post ads, Blog Resource level: $$ #2: Tell your story by using Facebook ads to amplify it
  • 15.
  • 16. Idea: Use Storify as a content aggregation tool to tell CSR/employee volunteerism stories through social media content to internal audiences. Example: Avis Tools: Storify, Twitter, YouTube, Slideshare, Instagram Resource level: $ #3: Tell and recap your story (to employees) via Storify
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  • 22. Idea: Use Instagram and Twitter to tell your story via live shots/tweets (as told by an employees/influencers/customers) Example: #ToyotaGiving campaign Tools: Webstagram, other tracking tools Resource level: $$ #4: Tell your story (and raise money) through photos… in real time
  • 23.
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  • 27. Idea: Tell your story through hard data by way of compelling, rich and visually-pleasing infographics. Example: Target + Feed USA Tools: Blog, Infogr.am, Piktochart (paid), Many Eyes (beta—IBM) Resource level: $$$ #5: Tell your story through “consumable” infographics
  • 28.
  • 29. Idea: Ask employees to tell your CSR story for you through tweets, photos or video—then publicly recognize them for their hard work and commitment. Example: Ben & Jerry’s Tools: Twitter, smart phone, Instagram, Vine Resource level: $$$ #6: Ask your employees to tell your story for you—then publicly recognize them for it!
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  • 33. Idea: Recap your events in just six seconds— via video. Examples: Burberry, Plan UK, Diabetes UK Tools: Vine, Twitter (and now Instagram video) Resource level: $ #7: Tell your story… in just 6 seconds
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  • 37. Idea: Tell your story exclusively through the power of photos—one day at a time. Example: Calgary Zoo Annual Report. Tools: Instagram, iPhone Resource level: $ #8: Tell your story…one day at a time…via photos…on Instagram
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Editor's Notes

  1. 49ers tour: http://storify.com/49ers/levis-stadium-vine-tour; http://storify.com/aviswetryharder/treating-people-like-people
  2. 49ers tour: http://storify.com/49ers/levis-stadium-vine-tour
  3. 49ers tour: http://storify.com/49ers/levis-stadium-vine-tour
  4. 49ers tour: http://storify.com/49ers/levis-stadium-vine-tour
  5. 49ers tour: http://storify.com/49ers/levis-stadium-vine-tour
  6. 49ers tour: http://storify.com/49ers/levis-stadium-vine-tour
  7. 1,500+ pics on IG
  8. Tools: http://abullseyeview.com/video-target-feed-usa-launch-party/ --- video of gala under Brooklyn Bridge Multiple posts on Bullseye View blog http://abullseyeview.com/infographic-feed-usa-target-collection-feeding-america/
  9. Infographic breaks down issue by the numbers Shows what your donations go toward (what a purchase means in terms of meals) Use pieces of infographic and individual posts on Facebook
  10. Capture Euphoria: http://www.dmnews.com/ben-jerrys-serves-up-instagram-awesomeness/article/286049/# Asked B&J IGers to take photos that capture the euphoria of eating B&Js; Then used the best in print ads with a shout out to the IGer (and featured ads in the IGers hometown)
  11. Burberry: https://vine.co/v/hBP0MggOb5j Diabetes UK: https://vine.co/v/b1Lqr7xV1He/embed/simple Plan Uk: https://vine.co/v/b6HbTIOrFwZ
  12. Burberry: https://vine.co/v/hBP0MggOb5j
  13. Plan UK
  14. Diabetes UK
  15. 55 photos and captions serve as the report.