Social Media for Sustainable Business by @JoeyShepp
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Transcript of Social Media for Sustainable Business by @JoeyShepp
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SOCIAL MEDIAfor Sustainable Business
by JoeyShepp.com
San Francisco April, 2010
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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
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ROADMAP
1. Trends
2. Principals
3. Stories
4. How To
• Lots of Content
• Presentation Available Online
• Questions at the End
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SOCIAL MEDIA TRENDS
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WHAT IS SOCIAL MEDIA?
• Social Networking
• Online Video
• Blogging
• Ratings/Reviews
• Sharing Content
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79% OF AMERICAN ADULTSUsed the Internet in 2009
source
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FOUR OUT OF FIVENEW MEDIA USERS
interact with companies and brands online
source
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TWO-THIRDS OF AMERICAN NEW MEDIA USERSFeel they can influence business
practices by voicing opinions online.
source
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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
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10 SOCIAL MEDIA PRINCIPLES
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STARTS WITH LISTENING
1
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COMMUNITY,NOT CONSUMERS
2
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SOCIAL CURRENCY
3
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RADICALTRANSPARENCY
4
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MANY TO MANY
5
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ACCOUNTABILITYAND
REPUTATION
6
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REAL TIME
7
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ENGAGEMENT AND INTERACTION
8
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PERSONALIZED
9
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HYPER-LOCALIZATION
10
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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
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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
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SOCIAL MEDIAstories
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SPEAKER VIDEOSGreen Festival TV and Radio200+ Free Podcasts Released
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VOLUNTEER MEDIA TEAM200+ Volunteers Across 5 Cities
Video, Photo, Blogging, and Twitter Teams
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THE GREENS ARE ON
FACEBOOK6,000+ Fans
60+ Interactions/Week
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THE GREENS ARE ON
TWITTER TOO360+ Tweets mentioning
Green Festival in 24 hours
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#GREENFESTTWEETUP
70 RSVPS
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JEFFREY HOLLENDERWhat the world needs is... "Media mavens who can
leverage social media into political change."
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INTEGRATED WEBSITESocial Media “Hub”
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CEO BLOGThe Inspired Protagonist
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THOUGHTLEADERJeffHollender.com
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YOUTUBENovember, 2009: 20,000 views
April, 2010: 50,000 views
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FACEBOOKNovember, 2009: 20,000 Fans
April, 2010: 60,000 Fans
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TWITTER November, 2009: 11,000+ FollowersApril, 2010: 16,000+ Followers
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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
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CONSUMER ACTIVISM
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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
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RESULTSINTERNATIONAL AWARENESS
•35,000 people applied from 201 countries, 16 finalists.
•International press attention
•8 million visitors to website.
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SOCIAL MEDIA FOR MICROENTERPRISE
A Twitter Love Story
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“HOW’D YOU HEAR ABOUT ME?”Curtis Kimball:
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BUILD A FOLLOWING
And quit your day job
10,000+ twitter followers200+ reviews on yelp
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LATEST TWEETSLocation & Flavors
Constantly Changing
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SOCIAL MEDIA HOW TO
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ONLINE MARKETING
Website Social Media Advertising
BrandContent
RegistrationsSocial Widgets
Contact
ConversationsReferralsSharingRatingsReviews
Social Networks
Search AdsDisplay Ads
Affiliates
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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
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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
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NEW MEASUREMENTS
Advertisement Conversation
Paid Per View Free / Sharing
Page View Social Action
One Time Accumulates
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KEY METRICS• Focus on Interactions
• Measure Before and After
• Accumulate Social Capital
Source: Augustine Fou, ClickZ, Feb 11, 2009
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GO FURTHERResources
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@joeyshepp | joeyshepp.com
@earthsite | earthsite.net
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TWEET YOUR QUESTIONS@JoeyShepp YOUR QUESTION #GreenFest
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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.