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Social M edia S trategies of S ocially C onscious B usinesses

Social M edia S trategies of S ocially C onscious B usinesses. 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

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Social M edia S trategies of S ocially C onscious B usinesses

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

  2. 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

  3. Successful Media Consistent branding across media Lifestyle image Cause related posts vs. product related Use of hashtags #TOMSNepalBoot #KKiOutside Web 2.0: Fan involvement

  4. 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

  5. Successful Media Media is formatted to appeal to the different audiences on each social networking site

  6. 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

  7. Successful Media • Social Interaction • Hashtags • #Divvyon • #Divvyween • Content production

  8. 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

  9. Successful Media • Content Production • Video & Social media • Community Engagement • Via website and social media outlets.

  10. 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).

  11. 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

  12. 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

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