Social media provides businesses with an unprecedented opportunity to advance corporate social responsibility (CSR) goals. When done right, a social approach to CSR can deliver engaged audiences, new ideas and active dialogue with even the hardest-to-reach stakeholder. But without an effective strategy, social media can render your company irrelevant, create firestorms, and exacerbate crises (cc: Susan B. Komen, Chick-Fil-A).
We’re teaming up with Guardian Sustainable Business to bring you a morning workshop focused on how you can effectively use social media to bolster your CSR goals.
Wednesday, October 17, 2012 from 8:00am-11:00am at Fenton
630 9th Avenue, Suite 910 (Between 44th and 45th streets)
New York, NY 10036
Hosted by Guardian’s Executive Editor Jo Confino, the event will feature a discussion with Toyota’s Assistant Manager of Corporate Philanthropy Kelly Fisher and (RED)’s Chief Digital Officer Chrysi Philalithes, and Citi Community Development’s VP of Communications Angie Moncada, and an interactive working session led by Susan McPherson, Fenton’s Director of Global Marketing. You’ll leave with:
- Ideas and insights from brands who have created great social media sustainability campaigns;
- Advice on how to avoid social media disasters;
- Opportunities to collaborate and learn with other sustainable business doers.
8:00am Registration & refreshments
8:20am Hello and opening remarks, from Jo Confino, your host
8:30am To set the scene: five of the best and five of the worst social media campaigns with Susan McPherson, Fenton
8:40am Panel discussion: making the most of your community’s conversations
Constant access to your stakeholders’ conversations and other interactions sounds like a marketeer’s dream, but it pays to be careful. How can you interact with your communities without breaching trust? Our panel will debate the who, what and why of making good conversation on social media.
9:30am Interactive Experiment
This session will focus on two real life social media CSR case studies – one demonstrating the importance of social media listening and learning and the second showing best practice in social media engagement and storytelling. Participants will learn how to make sure they win with social media based on these two case studies then apply the lessons to creating their own best practice approach to the two scenarios.
In doing so participants will learn how to identify the long-term opportunities and risks of social media for CSR and understand the innovation required today to future-proof their initiatives for tomorrow.
With Susan McPherson, Fenton