volunteermatch solutions bpn webinar: social media + corporate responsibility
DESCRIPTION
June 2012 Best Practice Network Webinar, presented by VolunteerMatch Session Description: Engaged employees. Greater transparency. Consumer feedback. Communicating impact. Measuring results. These are just some of the many reasons why companies increasingly use social media to bolster corporate responsibility goals. But with so many platforms and metrics to choose from, determining the right strategy for increasing and measuring engagement quickly gets complicated. Fenton’s SEE, SAY, FEEL, DO structure offers a proven and user-friendly approach for measuring and maximizing the impact of social media efforts. John Gordon, SVP digital, and Susan McPherson, SVP/Director of Global Marketing, lead an interactive discussion that will address the SEE, SAY, FEEL, DO method and showcase how this framework can help strengthen your corporate responsibility initiatives. About Our Guest Speakers: Susan McPherson is senior vice president/director of global marketing at Fenton, where she focuses on creating visibility for the firm and its clients on a global scale while also continuing to help further grow the corporate responsibility practice. She’s a regular writer and contributor for publications such as the Harvard Business Review, Triple Pundit, Forbes and Environmental Leader on sustainability and global development issues and routinely speaks at industry conferences. McPherson hosts the popular bi-weekly #CSRchat on Twitter. John Gordon is Senior VP of Digital in Fenton’s New York office and manages the social media practice firm wide. In that position he works to create successful engagement campaigns by integrating strategy, technology and content for clients like American Jewish World Service, ASPCA and Stonyfield Organics. Gordon was formerly the director of new media at Spitfire Strategies. He is the author of Fenton’s SEE, SAY, FEEL, DO guide to social media metrics that matter.TRANSCRIPT
SOCIAL MEDIA + CR: How to Amplify & Measure Your Impact
Susan McPherson SVP/Director, Global Marketing
Fenton @susanmcp1
John Gordon SVP, Digital
Fenton @j6ordon
How To Ask Questions
VolunteerMatch makes it easier to manage successful community engagement programs.
• Type questions into the box on the right side of the your screen
• Submit via Twitter to @VM_Solutions using “#VMbpn”
• We will pose questions at the end of the presentation
• A copy of the sides will be circulated after the event
SOCIAL MEDIA + CORPORATE RESPONSIBILITY How to Amplify and Measure Your Impact
John Gordon, SVP Digital, @j6ordon Susan McPherson, SVP/Director of Global Marketing, @susanmcp1
Is your company using social media to engage
around corporate responsibility?
A company’s CSR program can be responsible for more than 40% of its reputation.
CSR
Personal
Political
Commercial
TOP 5 TIPS TO MAXIMIZE CSR AND SOCIAL MEDIA EFFORTS
#1: Lead from the top AND the bottom.
•Knows they no longer own the conversation about their brand •Listens to stakeholders •Engages stakeholders in an ongoing conversation •Gives and receives
A TRULY SOCIAL BUSINESS
#2: Be consistent.
14
How are you measuring your success? 1. Surveys/Polls
2. One-on-one questions 3. Media imprints/clips
4. All of the above 5. None
Available at www.fenton.com/resources
#3: Communicate and share.
Listen Ask Relate Add Value
#4: Invest.
You
Media
Customer
#5: Your customers are your greatest salespeople.
#5: Have fun.
SOCIAL MEDIA + CORPORATE RESPONSIBILITY How to Amplify and Measure Your Impact
John Gordon, SVP Digital, @j6ordon Susan McPherson, SVP/Director of Global Marketing, @susanmcp1
Stay Informed
Blog: www.VolunteeringIsCSR.org
Twitter: @VM_Solutions
VolunteerMatch makes it easier to manage successful community engagement programs.
Upcoming Session: July
Small Business, Big Engagement: Trends & Best Practices in Using Social Media to Tell the Small Business CSR Story Guest Speaker:
Julie Dixon Deputy Director of the Center for Social Impact Communication Georgetown University Register: https://www1.gotomeeting.com/register/488892528 Wednesday
July 25, 2012 10-11 a.m. PT (1-2 p.m. ET)