Social Media for Sustainable Business [Fall 2010 Refresh]

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SOCIAL MEDIA for Sustainable Business by JoeyShepp.com Fall 2010 Refresh
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[UPDATED with extensive 'applications' section and new 'trends' information]Social media has changed marketing and sustainable business is perfectly positioned to leverage this technology.This is a presentation given to the Presidio MBA program by JoeyShepp.com, new media maven. It covers social media trends, principles, case studies, and how-to topics.Twitter @JoeyShepp your question about new media and sustainability.

Transcript of Social Media for Sustainable Business [Fall 2010 Refresh]

Page 1: Social Media for Sustainable Business [Fall 2010 Refresh]

SOCIAL MEDIAfor Sustainable Business

by JoeyShepp.com

Fall 2010 Refresh

Page 2: Social Media for Sustainable Business [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

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ROADMAP

1. Trends

2. Principals

3. Applications

4. How To

• Lots of Content, Move Quickly

• Presentation Available Online

• Questions at the End

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WHAT IS SOCIAL MEDIA?

• Social Networking

• Online Video

• Blogging

• Ratings/Reviews

• Sharing Content

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THE NEW MARKETING LANDSCAPE

• Earned Media(Public Relations)

• Owned Media (Website)

• Advertising(Paid)

• Social Media (Community)

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SOCIAL MEDIA TRENDS

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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%

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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

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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

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FOUR OUT OF FIVENEW MEDIA USERS

interact with companies and brands online

source

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BELIEF THAT SOCIAL MEDIA PROVIDES AN OPPORTUNITY TO REACH NEW CUSTOMERS

MiresBall and KRC Research interview Brand Marketers

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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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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

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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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REPUTATIONDRIVES

ACCOUNTABILITY

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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THE MANY APPLICATIONSOF SOCIAL MEDIA

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Give your Brand to your Customers

STABILIZE BRAND VALUE

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STABILIZE BRAND VALUE

• Most Volatile Asset

• Sentiment Analysis

• Affects Stock Prices

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DIRECT SALESDeliver Value Directly to Customers

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E-COMMERCE IS TRACKABLE

•Referral Source

•Conversation Rate

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LEAD GENERATIONProduce Content that Inspires Curiosity to Learn More

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SOLAR INSTALLATION LEAD GENERATION

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REFERRALSCustomer Sharing is Free and more Trusted

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THE VALUE OFSOCIAL MEDIA "SHARES"

Eventbright Study

• Facebook: $2.52

• Twitter : $0.43

• LinkedIn: $0.90

• Email: $2.34

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SPECIAL OFFERSMake your customer community special.

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

DELL OUTLET TWITTER

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CUSTOMER SUPPORTResponding to and fixing problems creates loyal customers

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Dedicated Twitter Account for Customer Support

COMCAST CARES

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CROWD SOURCING INNOVATIONDraw innovation from your customer community.

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STARBUCKS SPONSORS ECOCUP CONTEST

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LOCALIZATIONSocial Media allows for localization

of brands, products and services

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ENCOURAGE REGIONAL INDEPENDENT SOCIAL MEDIA

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INDEPENDENT MEDIA

List of WholeFoods Regional Twitter Accounts

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LOCAL BENEFITSSpecial Offers with

Foursquare Checkins

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

lack access to banking and related services.

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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%

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KICKSTARTERGroupbuying meets Funding

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$50,000 IN 48 HOURS

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CSR COMMUNICATIONSTell your company’s responsibility story every day

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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."

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ENVIRONMENTAL IMPACTSocial Media is Reduces Environmental Footprint

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SOCIAL MEDIA IS SUSTAINABLE

• Reduced Travel

• Many to Many Communications

• Paperless Office

• Energy Use… getting better

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SOCIAL GOODUse Social Media to Deliver Social Good

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MILLION BABY CRAWL

• Seventh Generation

• Consumer Activism Campaign

• Toxic Chemical Policy Reform

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SOCIAL MEDIA HOW TO

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ONLINE MARKETING

Website Social Media Advertising

BrandContent

RegistrationsSocial Widgets

Contacts

ConversationsReferralsSharingRatingsReviews

Social Networks

Search AdsDisplay Ads

Affiliates

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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

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MEASURING SOCIAL MEDIA ROI

• Direct(sales/lead gen)

• Baseline: 6-12 month process

• Brand Sentiment

• Engagements

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ENGAGEMENT AS THE BASIS FORSOCIAL CURRENCY

•Responding

•Engagement / Participation

•Sharing / Thanking

•User Generated Content

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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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SOME RECOMMENDED TOOLS

Individual Small/Medium Business

Enterprise

Social Management

TweetDeck Hootsuite CoTweet

Monitoring/Analytics

Google Alerts, Bit.ly

Hootsuite Radian6

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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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STAY HUMANRemember to

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GO FURTHERResources

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@JoeyShepp | joeyshepp.com

@Earthsite | earthsite.net

@SocialGoodMedia

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TWEET YOUR QUESTIONS@JoeyShepp YOUR QUESTION #PresidioMBA

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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.