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BlogWell New York Social Media Case Study: Tyson Foods, presented by Ed Nicholson

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

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

In his BlogWell New York case study presentation, "How Tyson Foods Uses Social Media to Build Community Around the Issue of Hunger," Director of Corporate Community and Public Relations Ed Nicholson describes how Tyson Foods uses social media tools to engage stakeholders around the company’s primary philanthropic focus, the issue of hunger. With a blog and a quickly-growing Twitter account, Tyson is creating awareness of the issue and the groups involved in the fight against hunger, leveraging its in-kind donations, and increasing employee involvement and company pride.

Measuring ROI, managing teams, legal issues, B-to-B, working with agencies and creating great content are central themes at BlogWell. This event is the best opportunity available for anyone looking to get started or improve their corporate social media efforts. Learn more at http://gaspedal.com/blogwell

Veröffentlicht in: Business, Technologie
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BlogWell New York Social Media Case Study: Tyson Foods, presented by Ed Nicholson

  1. 1. How Big Companies Use Social Media New York City | April 29, 2009 Ed Nicholson Tyson Foods “How Tyson Foods Uses Social Media to Build Community Around the Issue of Hunger”
  2. 2. How Tyson Foods Uses Social Media to Build Community Around the Issue of Hunger Ed Nicholson, Director of Community Relations http://twitter.com/TysonFoods http://hungerrelief.tyson.com
  3. 3. Tyson Social Media Efforts http://hungerrelief.tyson.com http://twitter.com/TysonFoods Hunger Relief Strategy Goals: Goals •Humanize the brand •Establish the company as a thought leader in the Establish cause of hunger •Grow a community that will recognize our voice g as credible—and might defend us when we need it. •Leverage our in-kind donations toward more than publicity. bli i
  4. 4. Tyson Social Media Efforts Strategies: •Engage our people in very productive and visible ways 104K •Makes them feel good about the company. •Creates people dedicated to the cause. • Is another step toward being more authentically involved; humanizing the brand.
  5. 5. Tyson Social Media Efforts Strategies: •Utilize our communications resources to create awareness and build community around the issue. Social t S i l networking tools are particularly effective ki t l ti l l ff ti toward this end. •More than a “campaign” for us. campaign us
  6. 6. Tyson Social Media Efforts Strategies: •Leverage donations to generate more awareness of the issue of hunger and of people and orgs. Create events that point to the need and recognize those who are working to address it. g
  7. 7. 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. orthy efforts •Early approach was very focused; ego- ce c; b centric; brand protective. p o ec e
  8. 8. Tyson hunger relief strategy—brand-centric early approach
  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 d f d i h issue • Help bring the existing community involved in hunger relief online
  11. 11. Tyson Foods Social Media – Hunger All-Star
  12. 12. Tyson Foods Social Media – Hunger All-Star
  13. 13. Http://HungerRelief.Tyson.com – Live blogging
  14. 14. Engaging employees – RAGBRAI
  15. 15. Engaging the community –Share Our Strength Conference
  16. 16. Engaging the community –Share Our Strength Conference
  17. 17. Engaging the community –Guest posts
  18. 18. Tyson Foods Social Media – Flickr
  19. 19. Tyson Foods Social Media – YouTube Integration http://hungerrelief.tyson.com/
  20. 20. Tyson Foods Social Media--Twitter http://hungerrelief.tyson.com/
  21. 21. Tyson Foods Social Media—Comment for Food Efforts
  22. 22. Tyson Foods Social Media—Comment for Food Efforts
  23. 23. Measuring—Blog posts/reposts
  24. 24. Measuring—Blog posts/reposts
  25. 25. Measuring--Retweets
  26. 26. The tools will continue to evolve Relationships and reputations transcend and survive t d d i technology changes. There’s continuity in community.
  27. 27. IMHO There’s a reason they call it Social Media. A lot of people with phenomenal mass fp p p marketing skills understand the media part they part—they just don t get the social part, don’t yet.
  28. 28. IMHO • The rules are different—Can’t rely solely on traditional media tactics for success in these channels. • Good strategy is still essential. These media are just added tools to the ones we ve been using for years. we’ve years • Social networking tools are generally not effective one-way channels. They’re not good vehicles to push messages unless the messages have great content. • We have to be willing to listen. We need to be willing to listen to things we might not like or agree with. with
  29. 29. IMHO • Agencies can’t develop credibility in the space for us. We have to be part of the process when it happens. • What they can do: y – Help create strategy. – Help create content. – Walk alongside as participants in the conversation. Use their credibility t support. dibilit to t • If key agency people are not participating as thought leaders in the space, should they be advising you? They need street cred themselves themselves. • Takes time to build credibility and community. Can’t buy your way in. • Y can’t “control th message” ( You ’t “ t l the g ” (you never really could). B t ll ld) But you can influence it. – You can control what you say. – Saying nothing speaks pretty loudly sometimes. sometimes
  30. 30. Questions? Complaints? Suggestions? http://twitter.com/TysonFoods http://twitter.com/ederdn ed.nicholson@tyson.com
  31. 31. How Big Companies Use Social Media Learn more about upcoming and past BlogWells: http://gaspedal.com/blogwell or live@gaspedal.com

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