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BlogWell Cincinnati Social Media Case Study: Tyson Foods presented by Ed Nicholson

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In his BlogWell Cincinnati case study presentation, "Social Media Engagement for Cause Branding and Community Building," Tyson Foods' Director of Community & Public Relations, Ed Nicholson, shares how they're building community around the issue of hunger.

Ed explains how they're getting employees involved, how they're connecting influencers, and how social media is helping them show the public they're in it for the long haul.


BlogWell is the only conference where social media executives from big brands come together to share their case studies, offer practical how-to advice, and answer your questions.

To learn more about BlogWell, visit gaspedal.com/blogwell/

BlogWell is produced by GasPedal and the Social Media Business Council.

Learn More: gaspedal.com and socialmedia.org

Veröffentlicht in: Business
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BlogWell Cincinnati Social Media Case Study: Tyson Foods presented by Ed Nicholson

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