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Social Media Strategies of Socially Conscious Businesses Ariel Rivera Tierney Torchin John Berggren Josh Almond

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Page 1: Social Media Strategies of Socially Conscious Businesses Ariel Rivera Tierney Torchin John Berggren Josh Almond

Social Media Strategies of Socially Conscious

BusinessesAriel Rivera

Tierney Torchin

John Berggren

Josh Almond

Page 2: Social Media Strategies of Socially Conscious Businesses Ariel Rivera Tierney Torchin John Berggren Josh Almond

ToMS Shoes & Krochet Kids

• TOMS• Established 6.7 million dollar

industry• Media focus on cause• Work with other non-profits

• Krochet Kids • Education and mentorship

program • Media focus on product

• Facebook, Instagram, Blogs

Page 3: Social Media Strategies of Socially Conscious Businesses Ariel Rivera Tierney Torchin John Berggren Josh Almond

Successful Media

Consistent branding across media

Lifestyle image

Cause related posts vs. product related

Use of hashtags

#TOMSNepalBoot

#KKiOutside

Web 2.0: Fan involvement

Page 4: Social Media Strategies of Socially Conscious Businesses Ariel Rivera Tierney Torchin John Berggren Josh Almond

Kiva &World Vision Micro

● Strong media

strategies

● Independent non-

profit

● Aims to get an

emotional pull

● Strong strategies, weak employment

● Subsidiary non-profit to World Vision

● Business strategy

Page 5: Social Media Strategies of Socially Conscious Businesses Ariel Rivera Tierney Torchin John Berggren Josh Almond

Successful Media

Media is formatted to appeal to the different audiences on each social

networking site

Page 6: Social Media Strategies of Socially Conscious Businesses Ariel Rivera Tierney Torchin John Berggren Josh Almond

SunCycles & Divvy Bikes

• Demographics

• Hipsters, students, and tourists.

• SunCycles

• New company

• Minimal use & misuse of Social Media

• Divvy Bikes

• Established company

• Very active and effective use of social

media

Page 7: Social Media Strategies of Socially Conscious Businesses Ariel Rivera Tierney Torchin John Berggren Josh Almond

Successful Media

● Social Interaction● Hashtags

○ #Divvyon○ #Divvyween

● Content production

Page 8: Social Media Strategies of Socially Conscious Businesses Ariel Rivera Tierney Torchin John Berggren Josh Almond

Disabilities

• Took a very passive role in social media

• Allocated very little funding to video production

• Brand recognition of DSUSA is very poor

• Overall, did not incorporate enough for-profit strategies

• Took a very active role in social media

• Allocated significantly more funding to video production

• Brand recognition of WWP is very high

• Successfully blended non-profit ideals with for-profit strategies

Joshua Almond
I will compare these NPO's to how they behave. WWP behaves like a for profit in the way it attends to a presence on social media and the allocation of funds for video production. Whereas DSUSA behaves very passively and does not attend to its presence on social media and does not allocate much funding to video production
Page 9: Social Media Strategies of Socially Conscious Businesses Ariel Rivera Tierney Torchin John Berggren Josh Almond

Successful Media

• Content Production• Video & Social media

• Community Engagement • Via website and social media outlets.

Page 10: Social Media Strategies of Socially Conscious Businesses Ariel Rivera Tierney Torchin John Berggren Josh Almond

For-Profit

● Rapidly growing industry● Goals

○ Supporting local and global community.● Method

○ Pictures.○ Sell a product that supports a good cause.

● Focus○ Providing services/goods to those in need.

● Social Interaction○ Content production (about the brand).

Page 11: Social Media Strategies of Socially Conscious Businesses Ariel Rivera Tierney Torchin John Berggren Josh Almond

Non-Profit

• Emotional appeal• More important than professionalism• However, in some cases too much emotional

appeal can hurt the overall effectiveness of the media strategy.

• Donations• Very prevalent, linked on every page• Rely on others to fulfill their functions

Page 12: Social Media Strategies of Socially Conscious Businesses Ariel Rivera Tierney Torchin John Berggren Josh Almond

Crossover

• Non-profits must act as for-profits• Giving out loans• Managing those

who receive benefits

• For-profits must act as non-profits• Emotional appeal• Make the cause look

worthwhile• Community

Development• Mutual Benefit