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How Big Companies Use Social Media
Ed NicholsonTyson Foods
New York City | April 29, 2009
“How Tyson Foods Uses Social Media to Build Community Around the Issue of Hunger”
How Tyson Foods Uses SocialHow Tyson Foods Uses Social Media to Build Community
Around the Issue of Hunger
Ed Nicholson, Director of Community Relations
http://twitter.com/TysonFoodshttp://twitter.com/TysonFoods
http://hungerrelief.tyson.com
Tyson Social Media Efforts
http://hungerrelief.tyson.comhttp://twitter.com/TysonFoodsHunger Relief StrategyGoalsGoals:•Humanize the brand•Establish the company as a thought leader in theEstablish the company as a thought leader in the cause of hunger•Grow a community that will recognize our voice gas credible—and might defend us when we need it.•Leverage our in-kind donations toward more than
bli ipublicity.
Tyson Social Media Efforts
Strategies:
•Engage our people in very productive and visible ways 104Kways 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.
Tyson Social Media Efforts
Strategies:
•Utilize our communications resources to create awareness and build community around the issue. S i l t ki t l ti l l ff tiSocial networking tools are particularly effective toward this end.•More than a “campaign” for us•More than a campaign for us.
Tyson Social Media Efforts
Strategies:
•Leverage donations to generate more awareness of the issue of hunger and of people and orgs. Createthe 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
Tyson hunger relief strategy
•Began formally working in hunger relief in 2000.2000.•Prior to had donated food; also involved in many other worthy philanthropic efforts.many other orthy philanthropic efforts•Early approach was very focused; ego-centric; brand protective.ce c; b p o ec e
Tyson hunger relief strategy—brand-centric early approach
Recent Approach---More collaborative, outwardly-focused
Http://HungerRelief.Tyson.com
Online in 2007Goals—• Tell stories of people working in hunger relief—Ours and others’—Archive those stories.
d f d i h• Expand awareness of and engagement in the issue• Help bring the existing community involved in• Help bring the existing community involved in hunger relief online
Tyson Foods Social Media – Hunger All-Star
Tyson Foods Social Media – Hunger All-Star
Http://HungerRelief.Tyson.com – Live blogging
Engaging employees – RAGBRAI
Engaging the community –Share Our Strength Conference
Engaging the community –Share Our Strength Conference
Engaging the community –Guest posts
Tyson Foods Social Media – Flickr
Tyson Foods Social Media – YouTube Integrationhttp://hungerrelief.tyson.com/
Tyson Foods Social Media--Twitterhttp://hungerrelief.tyson.com/
Tyson Foods Social Media—Comment for Food Efforts
Tyson Foods Social Media—Comment for Food Efforts
Measuring—Blog posts/reposts
Measuring—Blog posts/reposts
Measuring--Retweets
The tools will continue to evolve
Relationships and reputations t d d itranscend and survive technology changes.technology changes.
There’s continuity in community.
IMHO
There’s a reason they call it Social Media.
A lot of people with phenomenal mass f p p pmarketing skills understand the media part—they just don’t get the social part,part they just don t get the social part, yet.
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 yearstools to the ones we ve been using for 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 withto things we might not like or agree with.
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
dibilit t tcredibility to support.• If key agency people are not participating as thought leaders
in the space, should they be advising you? They need street cred themselvescred themselves.
• Takes time to build credibility and community. Can’t buy your way in. Y ’t “ t l th g ” ( ll ld) B t• You can’t “control the message” (you never really could). But you can influence it.
– You can control what you say.Saying nothing speaks pretty loudly sometimes– Saying nothing speaks pretty loudly sometimes.
Questions? Complaints?Suggestions?
http://twitter.com/TysonFoodshttp://twitter.com/ederdn
How Big Companies Use Social Media
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