Social Media Strategies of Socially Conscious Businesses Ariel Rivera Tierney Torchin John Berggren...
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Transcript of Social Media Strategies of Socially Conscious Businesses Ariel Rivera Tierney Torchin John Berggren...
Social Media Strategies of Socially Conscious
BusinessesAriel 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
Successful Media
Consistent branding across media
Lifestyle image
Cause related posts vs. product related
Use of hashtags
#TOMSNepalBoot
#KKiOutside
Web 2.0: Fan involvement
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
Successful Media
Media is formatted to appeal to the different audiences on each social
networking site
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
Successful Media
● Social Interaction● Hashtags
○ #Divvyon○ #Divvyween
● Content production
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
Successful Media
• Content Production• Video & Social media
• Community Engagement • Via website and social media outlets.
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).
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
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