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

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

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How Big Companies Use Social Media

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