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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

Social Media Strategies of Socially Conscious Businesses

Ariel Rivera

Tierney Torchin

John Berggren

Josh Almond

toms shoes krochet kids
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
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
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 media1
Successful Media

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

suncycles divvy bikes
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 media2
Successful Media
  • Social Interaction
  • Hashtags
    • #Divvyon
    • #Divvyween
  • Content production
disabilities
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 media3
Successful Media
  • Content Production
    • Video & Social media
  • Community Engagement
    • Via website and social media outlets.
for profit
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
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
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