Joey Shepp

Social Media for Sustainable Business (Green America Green Business Conference)

Speaker · Lecture · Green America Green Business Conference · San Francisco, CA · 11 November 2009

Social media trends, ten principles and stories for sustainable business, including the Green Festival's year-round use of social media, with questions taken on Twitter.

Part of Earthsite

Video

Play video: Social Media for Sustainable Business (Green America Green Business Conference)

Plays here; it loads from Vimeo when you press play.

Slides

SOCIAL MEDIA for Sustainable Business by JoeyShepp.com
Slide 1 of 55
ROADMAP 1. Trends • Fast Paced, Buckle Up 2. Principals • Presentation Available Online 3. Stories • Twitter or Save Q’s…
Slide 2 of 55
TWEET YOUR QUESTIONS @JoeyShepp YOUR QUESTION #gbc
Slide 3 of 55
SOCIAL MEDIA TRENDS
Slide 4 of 55
WHAT IS SOCIAL MEDIA? • Social Networking • Online Video • Blogging • Ratings/Reviews • Sharing Content
Slide 5 of 55
79% OF AMERICAN ADULTS Used the Internet in 2009 source
Slide 6 of 55
FOUR OUT OF FIVE NEW MEDIA USERS interact with companies and brands online source
Slide 7 of 55
TWO-THIRDS OF AMERICAN NEW MEDIA USERS Feel they can influence business practices by voicing opinions online. source
Slide 8 of 55
WHAT PEOPLE TRUST 20% trust advertising 60% trust editorial 80% trust word of mouth Source: Nielson 2009
Slide 9 of 55
WHAT PEOPLE WANT FROM BUSINESSES • 85% what’s in products and how they’re made • 83% additional details about labels and…
Slide 10 of 55
10 SOCIAL MEDIA PRINCIPLES
Slide 11 of 55
1 STARTS WITH LISTENING
Slide 12 of 55
2 COMMUNITY, NOT CONSUMERS
Slide 13 of 55
3 SOCIAL CURRENCY
Slide 14 of 55
4 RADICAL TRANSPARENCY
Slide 15 of 55
5 MANY TO MANY
Slide 16 of 55
6 ACCOUNTABILITY AND REPUTATION
Slide 17 of 55
7 REAL TIME
Slide 18 of 55
8 ENGAGEMENT AND INTERACTION
Slide 19 of 55
9 PERSONALIZED
Slide 20 of 55
10 HYPER-LOCALIZATION
Slide 21 of 55
SOCIAL MEDIA IS DIFFERENT Old School New School B2C C2C Top Down Bottom Up Closed Open Print Media Digital Media One to…
Slide 22 of 55
SOCIAL MEDIA IS PERFECT FOR SUSTAINABLE BUSINESS • Sustainable Businesses have an authentic story • Sustainable Businesses…
Slide 23 of 55
SOCIAL MEDIA stories
Slide 24 of 55
THE FESTIVAL GOES YEAR ROUND With Green Festival Social Media
Slide 25 of 55
SPEAKER VIDEOS Green Festival TV and Radio 200+ Free Podcasts Released
Slide 26 of 55
VOLUNTEER MEDIA TEAM 200+ Volunteers Across 5 Cities Video, Photo, Blogging, and Twitter Teams
Slide 27 of 55
THE GREENS ARE ON FACEBOOK 5,000+ Fans 60+ Interactions/Week
Slide 28 of 55
Picture slide
Slide 29 of 55
THE GREENS ARE ON TWITTER TOO 360+ Tweets mentioning Green Festival in the last 24 hours
Slide 30 of 55
Picture slide
Slide 31 of 55
#GREENFEST TWEETUP FRI 2PM
Slide 32 of 55
JEFFREY HOLLENDER What the world needs is... "Media mavens who can leverage social media into political change."
Slide 33 of 55
CEO BLOG The Inspired Protagonist
Slide 34 of 55
YOUTUBE 20,000+ Channel Views
Slide 35 of 55
FACEBOOK Almost 20,000 Fans
Slide 36 of 55
TWITTER 11,000+ Followers
Slide 37 of 55
OUT OF THE BOX THINKING • Crowd-sourcing a CSR best-practices book • Comment on CSR report, winning ideas win $$$ • Give…
Slide 38 of 55
CONSUMER ACTIVISM
Slide 39 of 55
INTEGRATED WEBSITE Social Media “Hub”
Slide 40 of 55
SOCIAL MEDIA FOR MICROENTERPRISE A Twitter Love Story
Slide 41 of 55
Curtis Kimball: “HOW’D YOU HEAR ABOUT ME?”
Slide 42 of 55
BUILD A FOLLOWING And quit your day job 8000+ twitter followers 156 reviews on yelp
Slide 43 of 55
SOCIAL MEDIA HOW TO
Slide 44 of 55
ONLINE MARKETING Website Social Media Online Advertising Brand Content Registrations Social Widgets Contact Conversations…
Slide 45 of 55
SKILLS OF SOCIAL MEDIA 1. Strategy 2. Moderation 3. Blogging and Writing Skills 4. Creative and Production 5. Technical Web…
Slide 46 of 55
RESOURCES NEEDED Phase/Size Corporate Small Biz Do it yourself Hire Consultant Workshops and Webinars Read Blogs 2. Setup…
Slide 47 of 55
NEW MEASUREMENTS Advertisement Conversation Paid Per View Free / Sharing Page View Social Action One Time Accumulates
Slide 48 of 55
KEY METRICS • Focus on Interactions • Measure Before and After • Accumulate Social Capital Source: Augustine Fou, ClickZ…
Slide 49 of 55
GO FURTHER Resources
Slide 50 of 55
LEAVE YOUR BUSINESS CARD and get.....
Slide 51 of 55
SOCIAL MEDIA MARKETING CHEAT SHEET
Slide 52 of 55
@joeyshepp | joeyshepp.com @earthsite | earthsite.net
Slide 53 of 55
TWEET YOUR QUESTIONS @JoeyShepp YOUR QUESTION #gbc
Slide 54 of 55
Picture slide
Slide 55 of 55
Slide text
  1. SOCIAL MEDIA for Sustainable Business by JoeyShepp.com
  2. ROADMAP 1. Trends • Fast Paced, Buckle Up 2. Principals • Presentation Available Online 3. Stories • Twitter or Save Q’s for End 4. How To • Special Offer at End
  3. TWEET YOUR QUESTIONS @JoeyShepp YOUR QUESTION #gbc
  4. SOCIAL MEDIA TRENDS
  5. WHAT IS SOCIAL MEDIA? • Social Networking • Online Video • Blogging • Ratings/Reviews • Sharing Content
  6. 79% OF AMERICAN ADULTS Used the Internet in 2009 source
  7. FOUR OUT OF FIVE NEW MEDIA USERS interact with companies and brands online source
  8. TWO-THIRDS OF AMERICAN NEW MEDIA USERS Feel they can influence business practices by voicing opinions online. source
  9. WHAT PEOPLE TRUST 20% trust advertising 60% trust editorial 80% trust word of mouth Source: Nielson 2009
  10. WHAT PEOPLE WANT FROM 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
  11. 10 SOCIAL MEDIA PRINCIPLES
  12. 1 STARTS WITH LISTENING
  13. 2 COMMUNITY, NOT CONSUMERS
  14. 3 SOCIAL CURRENCY
  15. 4 RADICAL TRANSPARENCY
  16. 5 MANY TO MANY
  17. 6 ACCOUNTABILITY AND REPUTATION
  18. 7 REAL TIME
  19. 8 ENGAGEMENT AND INTERACTION
  20. 9 PERSONALIZED
  21. 10 HYPER-LOCALIZATION
  22. 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
  23. 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
  24. SOCIAL MEDIA stories
  25. THE FESTIVAL GOES YEAR ROUND With Green Festival Social Media
  26. SPEAKER VIDEOS Green Festival TV and Radio 200+ Free Podcasts Released
  27. VOLUNTEER MEDIA TEAM 200+ Volunteers Across 5 Cities Video, Photo, Blogging, and Twitter Teams
  28. THE GREENS ARE ON FACEBOOK 5,000+ Fans 60+ Interactions/Week
  29. (picture only)
  30. THE GREENS ARE ON TWITTER TOO 360+ Tweets mentioning Green Festival in the last 24 hours
  31. (picture only)
  32. #GREENFEST TWEETUP FRI 2PM
  33. JEFFREY HOLLENDER What the world needs is… "Media mavens who can leverage social media into political change."
  34. CEO BLOG The Inspired Protagonist
  35. YOUTUBE 20,000+ Channel Views
  36. FACEBOOK Almost 20,000 Fans
  37. TWITTER 11,000+ Followers
  38. OUT OF THE BOX THINKING • Crowd-sourcing a CSR best-practices book • Comment on CSR report, winning ideas win $$$ • Give Away on Mommy Blogs • Downloadable Coupons within Community
  39. CONSUMER ACTIVISM
  40. INTEGRATED WEBSITE Social Media “Hub”
  41. SOCIAL MEDIA FOR MICROENTERPRISE A Twitter Love Story
  42. Curtis Kimball: “HOW’D YOU HEAR ABOUT ME?”
  43. BUILD A FOLLOWING And quit your day job 8000+ twitter followers 156 reviews on yelp
  44. SOCIAL MEDIA HOW TO
  45. ONLINE MARKETING Website Social Media Online Advertising Brand Content Registrations Social Widgets Contact Conversations Referrals Sharing Ratings Reviews Social Networks Search Ads Display Ads Affiliates
  46. 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
  47. RESOURCES NEEDED Phase/Size Corporate Small Biz Do it yourself Hire Consultant Workshops and Webinars Read Blogs 2. Setup Hire Agency Marketing Role Self-Teaches Self-Setup 3. Maintenance Hire Dedicated Social Media Manager Marketing Role part time on Social Media 30 minutes per day 1. Strategy
  48. NEW MEASUREMENTS Advertisement Conversation Paid Per View Free / Sharing Page View Social Action One Time Accumulates
  49. KEY METRICS • Focus on Interactions • Measure Before and After • Accumulate Social Capital Source: Augustine Fou, ClickZ, Feb 11, 2009
  50. GO FURTHER Resources
  51. LEAVE YOUR BUSINESS CARD and get…..
  52. SOCIAL MEDIA MARKETING CHEAT SHEET
  53. @joeyshepp | joeyshepp.com @earthsite | earthsite.net
  54. TWEET YOUR QUESTIONS @JoeyShepp YOUR QUESTION #gbc
  55. (picture only)