SOCIAL MEDIAfor Sustainable Business

by JoeyShepp.com

Fall 2010 Refresh

ABOUT THE PRESENTER

Joey Shepp

• Principal at EarthsiteNew Media Agency for Sustainable Brands

• Technology Therapist and Eternal Optimist

• More at http://JoeyShepp.com

ROADMAP

1. Trends

2. Principals

3. Applications

4. How To

• Lots of Content, Move Quickly

• Presentation Available Online

• Questions at the End

WHAT IS SOCIAL MEDIA?

• Social Networking

• Online Video

• Blogging

• Ratings/Reviews

• Sharing Content

THE NEW MARKETING LANDSCAPE

• Earned Media(Public Relations)

• Owned Media (Website)

• Advertising(Paid)

• Social Media (Community)

SOCIAL MEDIA TRENDS

INTERNET TO SURPASS 2 BILLION USERS THIS YEAR

• 30% of the world population by end of this year

• Developed Countries: 71% Developing Countries: 21%

• Regionally:Europe: 65% Americas: 55%Asia/Pacific: 21.9%Africa: 9.6%

92% OF U.S. TODDLERS HAVE ONLINE PRESENCE

The vast majority of children today will have online presence by the time they are two years old — a presence that will continue to build throughout their whole lives.

~from security firm AVG

THE AVERAGE MOBILE PHONE TEENAGER SENDS 3,339 TEXTS PER MONTH

Teen females send an incredible 4,050 texts per month,while teen males send an average of 2,539 texts

FOUR OUT OF FIVENEW MEDIA USERS

interact with companies and brands online

source

BELIEF THAT SOCIAL MEDIA PROVIDES AN OPPORTUNITY TO REACH NEW CUSTOMERS

MiresBall and KRC Research interview Brand Marketers

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

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

Openness

Transparency

Authenticity

Full Disclosure

10 SOCIAL MEDIA PRINCIPLES

STARTS WITH LISTENING

1

COMMUNITY,NOT CONSUMERS

2

SOCIAL CURRENCY

3

RADICALTRANSPARENCY

4

MANY TO MANY

5

REPUTATIONDRIVES

ACCOUNTABILITY

6

REAL TIME

7

ENGAGEMENT AND INTERACTION

8

PERSONALIZED

9

HYPER-LOCALIZATION

10

THE MANY APPLICATIONSOF SOCIAL MEDIA

Give your Brand to your Customers

STABILIZE BRAND VALUE

STABILIZE BRAND VALUE

• Most Volatile Asset

• Sentiment Analysis

• Affects Stock Prices

DIRECT SALESDeliver Value Directly to Customers

E-COMMERCE IS TRACKABLE

•Referral Source

•Conversation Rate

LEAD GENERATIONProduce Content that Inspires Curiosity to Learn More

SOLAR INSTALLATION LEAD GENERATION

REFERRALSCustomer Sharing is Free and more Trusted

THE VALUE OFSOCIAL MEDIA "SHARES"

Eventbright Study

• Facebook: $2.52

• Twitter : $0.43

• LinkedIn: $0.90

• Email: $2.34

SPECIAL OFFERSMake your customer community special.

$3 million in sales in 2 yearsCost only the salary of one employee.

DELL OUTLET TWITTER

CUSTOMER SUPPORTResponding to and fixing problems creates loyal customers

Dedicated Twitter Account for Customer Support

COMCAST CARES

CROWD SOURCING INNOVATIONDraw innovation from your customer community.

STARBUCKS SPONSORS ECOCUP CONTEST

LOCALIZATIONSocial Media allows for localization

of brands, products and services

ENCOURAGE REGIONAL INDEPENDENT SOCIAL MEDIA

INDEPENDENT MEDIA

List of WholeFoods Regional Twitter Accounts

LOCAL BENEFITSSpecial Offers with

Foursquare Checkins

MICROFINANCEThe provision of financial services to low-income clients, who traditionally

lack access to banking and related services.

KIVA.ORG A total of 220,977 loans have been funded. The average loan

size is $382.77. Its current repayment rate is 98.90%

KICKSTARTERGroupbuying meets Funding

$50,000 IN 48 HOURS

CSR COMMUNICATIONSTell your company’s responsibility story every day

SEVENTH GENERATION

• CRS Innovation

• Open Feedback

• Contests for Innovation

CEO, JEFFREY HOLLENDER

What the world needs is... "Media mavens who can leverage social

media into political change."

ENVIRONMENTAL IMPACTSocial Media is Reduces Environmental Footprint

SOCIAL MEDIA IS SUSTAINABLE

• Reduced Travel

• Many to Many Communications

• Paperless Office

• Energy Use… getting better

SOCIAL GOODUse Social Media to Deliver Social Good

MILLION BABY CRAWL

• Seventh Generation

• Consumer Activism Campaign

• Toxic Chemical Policy Reform

SOCIAL MEDIA HOW TO

ONLINE MARKETING

Website Social Media Advertising

BrandContent

RegistrationsSocial Widgets

Contacts

ConversationsReferralsSharingRatingsReviews

Social Networks

Search AdsDisplay Ads

Affiliates

SKILLS OF SOCIAL MEDIA

1. Strategy

2. Community Facilitating

3. Blogging and Writing Skills

4. Design, Creative and Production

5. Technical Web Development

6. Targeted Advertising

7. Search Engine Optimization

8. Analytics, Monitoring and Reporting

MEASURING SOCIAL MEDIA ROI

• Direct(sales/lead gen)

• Baseline: 6-12 month process

• Brand Sentiment

• Engagements

ENGAGEMENT AS THE BASIS FORSOCIAL CURRENCY

•Responding

•Engagement / Participation

•Sharing / Thanking

•User Generated Content

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

SOME RECOMMENDED TOOLS

Individual Small/Medium Business

Enterprise

Social Management

TweetDeck Hootsuite CoTweet

Monitoring/Analytics

Google Alerts, Bit.ly

Hootsuite Radian6

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

STAY HUMANRemember to

GO FURTHERResources

@JoeyShepp | joeyshepp.com

@Earthsite | earthsite.net

@SocialGoodMedia

TWEET YOUR QUESTIONS@JoeyShepp YOUR QUESTION #PresidioMBA

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