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Social Media principles align with Sustainable Business principles. In this presentation, learn an overview of social media, how it is changing the face of media, and how Sustainable Business is perfectly positioned to take advantage of this disruptive technology.
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SOCIAL MEDIAfor Sustainable Business
by JoeyShepp.com
San Francisco April, 2010
ABOUT THE PRESENTER
Joey Shepp
• Principal at EarthsiteNew Media for Sustainable Brands
• Professional Speaker on the topics of New Media and Sustainable Business.
• More at http://www.JoeyShepp.com
ROADMAP
1. Trends
2. Principals
3. Stories
4. How To
• Lots of Content
• Presentation Available Online
• Questions at the End
SOCIAL MEDIA TRENDS
WHAT IS SOCIAL MEDIA?
• Social Networking
• Online Video
• Blogging
• Ratings/Reviews
• Sharing Content
79% OF AMERICAN ADULTSUsed the Internet in 2009
source
FOUR OUT OF FIVENEW MEDIA USERS
interact with companies and brands online
source
TWO-THIRDS OF AMERICAN NEW MEDIA USERSFeel they can influence business
practices by voicing opinions online.
source
WHAT PEOPLE WANTFROM BUSINESSES
• 85% what’s in products and how they’re made
• 83% additional details about labels and claims seen offline
• 82% providing a forum for consumers to voice concerns over business practices
• 82% reporting progress on social and environmental issues
• 80% advocating for social or environmental issues
source
10 SOCIAL MEDIA PRINCIPLES
STARTS WITH LISTENING
1
COMMUNITY,NOT CONSUMERS
2
SOCIAL CURRENCY
3
RADICALTRANSPARENCY
4
MANY TO MANY
5
ACCOUNTABILITYAND
REPUTATION
6
REAL TIME
7
ENGAGEMENT AND INTERACTION
8
PERSONALIZED
9
HYPER-LOCALIZATION
10
SOCIAL MEDIA IS DIFFERENT
Old School New School
B2C C2C
Top Down Bottom Up
Closed Open
Print Media Digital Media
One to Many Many to Many
Privacy Transparency
Advertisement Conversation
SOCIAL MEDIA IS PERFECT FOR SUSTAINABLE BUSINESS
• Sustainable Businesses have an authentic story
• Sustainable Businesses are fine with transparency
• Social & environmental responsibility is what community wants to hear
SOCIAL MEDIAstories
SPEAKER VIDEOSGreen Festival TV and Radio200+ Free Podcasts Released
VOLUNTEER MEDIA TEAM200+ Volunteers Across 5 Cities
Video, Photo, Blogging, and Twitter Teams
THE GREENS ARE ON
FACEBOOK6,000+ Fans
60+ Interactions/Week
THE GREENS ARE ON
TWITTER TOO360+ Tweets mentioning
Green Festival in 24 hours
#GREENFESTTWEETUP
70 RSVPS
JEFFREY HOLLENDERWhat the world needs is... "Media mavens who can
leverage social media into political change."
INTEGRATED WEBSITESocial Media “Hub”
CEO BLOGThe Inspired Protagonist
THOUGHTLEADERJeffHollender.com
YOUTUBENovember, 2009: 20,000 views
April, 2010: 50,000 views
FACEBOOKNovember, 2009: 20,000 Fans
April, 2010: 60,000 Fans
TWITTER November, 2009: 11,000+ FollowersApril, 2010: 16,000+ Followers
OUT OF THE BOX THINKING
• Crowd-sourcing aCSR best-practices book
• Comment on CSR report, winning ideas win $$$
• Give Away on Mommy Blogs
• Downloadable Coupons within Community
CONSUMER ACTIVISM
BEST JOB IN THE WORLDAustralia's Tourism Bureau
• Objective: Create international awareness of the islands of the Great Barrier Reef
• Job: 6 month contract, caretaker of the island, write a weekly blog.
• Rules: Submit 60 sec video
RESULTSINTERNATIONAL AWARENESS
•35,000 people applied from 201 countries, 16 finalists.
•International press attention
•8 million visitors to website.
SOCIAL MEDIA FOR MICROENTERPRISE
A Twitter Love Story
“HOW’D YOU HEAR ABOUT ME?”Curtis Kimball:
BUILD A FOLLOWING
And quit your day job
10,000+ twitter followers200+ reviews on yelp
LATEST TWEETSLocation & Flavors
Constantly Changing
SOCIAL MEDIA HOW TO
ONLINE MARKETING
Website Social Media Advertising
BrandContent
RegistrationsSocial Widgets
Contact
ConversationsReferralsSharingRatingsReviews
Social Networks
Search AdsDisplay Ads
Affiliates
SKILLS OF SOCIAL MEDIA
1. Strategy
2. Moderation
3. Blogging and Writing Skills
4. Creative and Production
5. Technical Web Development
6. Targeted Advertising
7. Search Engine Optimization
8. Analytics and Monitoring
RESOURCES NEEDED
Phase/Size Corporate Small Biz Do it yourself
1. Strategy
2. Setup
3. Maintenance
Hire Consultant Workshops and Webinars Read Blogs
Hire Agency Marketing RoleSelf-Teaches Self-Setup
Hire Dedicated Social Media
Manager
Marketing Role part time on Social
Media
30 minutesper day
NEW MEASUREMENTS
Advertisement Conversation
Paid Per View Free / Sharing
Page View Social Action
One Time Accumulates
KEY METRICS• Focus on Interactions
• Measure Before and After
• Accumulate Social Capital
Source: Augustine Fou, ClickZ, Feb 11, 2009
GO FURTHERResources
@joeyshepp | joeyshepp.com
@earthsite | earthsite.net
TWEET YOUR QUESTIONS@JoeyShepp YOUR QUESTION #GreenFest
This work is licensed under the Creative Commons Attribution-Noncommercial-Share Alike 3.0 United States License.
To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/3.0/us/ or send a letter to Creative Commons, 171
Second Street, Suite 300, San Francisco, California, 94105, USA.