Upload
socialmediaorg
View
550
Download
1
Tags:
Embed Size (px)
DESCRIPTION
In her BlogWell Bay Area presentation, Thrivent Financial's Social Media Relationships Manager, Stacy Eckes-Borys, explains how the member-owned brand used social strategies to build relationships with stakeholders during company transitions. She talks about advocacy training tactics, streamlining approval processes, and how Thrivent's social plan gives members a voice and real-time feedback during times of internal change.
Citation preview
Stacy Eckes-Borys
Activating Stakeholders in Social
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellBay Area
August 6, 2013socialmedia.org/blogwell
Thrivent Financial: Activating Stakeholders In Social
Ask Yourself…
Can we get
20% of our customers
to do something (vote)?
20%
Case Study: Activating Members to Vote
Thrivent benefit members vote on extending our
common bond from Lutheran to Christian
Fundamental to our business and members
needed to approve or reject change
Member voice, vote, participation was crucial
Vote Timeline
• Education • Voting! • Thank you
for voting • Results
Jan - Feb March - April May June
Social Media Objectives for Vote Campaign
Increase awareness and education for vote
Trigger action – voting
Create social advocates and “word of mouth”
awareness
Listen and encourage conversation
Vote Campaign: Social Strategy
• Nothing fancy or expensive
• Apply core social media strategies
• Implement across social toolbox
• Focus on execution
Vote Campaign: Social Strategy
Additional Principles
• Pre-test campaign messaging
• Be flexible
• Prepare leaders
• Prepare team and staff
Vote Campaign: Social Tactical Plan
Employees
5,000+
Corporate
Social Sites
Field Social
Program
Lodge Social
Program
Advertising
Advocacy Training
and Tools Member Leaders
25,000+
Listen and
Response Plan Crisis Plan
Employees
5,000+
Vote Campaign: Social Tactical Plan
Custom target ads = valuable!
• Directly reached target
audience
• Matched 50% member
emails
• Click-through-rate .05%
Advertising
• Real members in images
• Facebook Event with vote
date reminders
• Not everything worked
Vote Campaign: Social Tactical Plan Corporate
Social Sites
Vote Campaign:
Social Tactical Plan
• Best Practices Training
• Content Series
• Generated 1,000+
posts
400+ Local Pages 20+ Local Pages
Field Social
Program
Lodge Social
Program
Vote Campaign:
Social Tactical Plan
• Use personal networks
• Initial training
• Host tools on intranet
• Ongoing “reminders”
25,000+ member leaders
5,000+ field and corp employees
As a member and an employee I urge all my Thrivent
member friends to have their voice heard & participate in
this vote – there is still time!
Thrivent Members – exercise your
right to vote!
Advocacy Training
and Tools
Vote Campaign: Social Tactical Plan
• Documented plan
• Socialized
• Trained with tabletop
scenarios
• Consistent response
• Dedicated, trained
team
• Streamlined approval
process
Crisis Plan Listen and
Response Plan
Big Picture Learnings
• Stakeholders want a voice
during change
• Real-time feedback on
messaging
• Volume, sentiment and
themes reported up-line
Listen and
Response Plan
Hands-on Team Learnings
• New territory. Typically positive brand
but those opposed were vocal in social
media. Helped internal stakeholders
keep perspective
• When to respond? And when not to?
• Focused on questions and inaccuracies
• Strong funnel for triage, but often had
too many stakeholders
Listen and
Response Plan
Examples: Stating Opinion on Vote
I HOPE YOU REMAIN ONLY LUTHERAN ...
EVERYTHING IS TOO BIG ... PLEASE DO NOT BE
TRICKED INTO SOME CORPORATION
As a Lutheran and a Christian, voting no is not an
option. As a practical, common sense, financial matter,
it’s a no-brainer. Yes!
Examples: Questions, Inaccuracies
Does anyone know how this will affect the organization’s charter? Is
there a chance that Thrivent will lose its fraternal status with this change?
Seems to be a key issue.
Thanks for thinking carefully about your vote. To answer your
question: if the vote were to pass and we were to extend our
common bond to Christian, it wouldn’t jeopardize our fraternal
status. Common bonds are unique to fraternal benefit societies.
Christianity is clearly a religious common bond shared by our
current members. We use the word “extending” instead of
“changing” because Lutherans are Christians.
Examples: Critical of Thrivent
Give me a break. You are certainly diminishing your support for the
Lutheran community. I joined a fraternal organization (AAL) specifically
because it did support that community. There is nothing wrong with an
organization open to “all Christians”, but that is not what I signed up for. I
realize that I am fighting a losing battle. This is going to be rammed down
our throats sooner or later. You are going to have to support other faiths
if you open membership. For all of you that want this to happen, why
aren’t you either starting a new company to do that or joining some
existing company that provides this “fellowship” you are seeking.
Vote Campaign: Social Results
• Traffic from social posts and
ads were 13% of total
unique visitors to microsite
Vote Results
Record Turnout
• 425,000 benefit
members voted
• Expectations
surpassed
• Social played a role!
Vote Results
Majority
of benefit members
who voted,
were in favor
of extending
the common bond.
Key Takeaways
Stakeholders appreciate place to share their
voice, and be heard
Take time to share social insights with
leaders/decision makers
Preparation and sufficient staff critical to
handling listening and responding
Core traditional strategies work --- it’s in the
execution!
Check us out…
• Facebook.com/Thrivent
• Twitter: @Thrivent
• YouTube.com/ThriventFinancial
• Pinterest.com/Thrivent
• plus.google.com/+thrivent
• Linkedin.com/company/thrivent-financial-for-lutherans
Questions: Stacy Eckes-Borys
stacy.eckes-
Learn more about past and upcoming BlogWells
socialmedia.org/blogwell
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellBay Area
August 6, 2013socialmedia.org/blogwell