Joey Shepp

The Social Currency of Social Media (LOHAS Forum 2010)

Speaker · Lecture · LOHAS Forum · Boulder, CO · June 2010

Why social media is worth more than its direct sales: measuring return, engagement as social currency, and case studies on brand value, leads, customer support and crowd-sourced innovation.

Part of Earthsite

Slides

The Social Currency of Social Media By Joey Shepp
Slide 1 of 31
JoeyShepp.com • Reconciling Ecology + Technology • Technology Therapist • Futurist
Slide 2 of 31
Website Design and Development, Social Media Marketing, and Branding • Located in the EcoTown of Fairfax, north of San…
Slide 3 of 31
Social Media is Big Latest Stats
Slide 4 of 31
Wide Spread Adoption
Slide 5 of 31
International Growth
Slide 6 of 31
Breaking Records • World Cup USA Win second most Internet Traffic Day in history • NBA Finals: 3,000 Tweets per second…
Slide 7 of 31
The New Marketing Landscape • Earned Media (PR) • Owned Media (Website) • Advertising (Paid) • Social Media (Community)
Slide 8 of 31
Measuring Social Media ROI • Direct (sales/lead gen) • Baseline: 6-12 month process • Brand Sentiment • Engagements
Slide 9 of 31
Engagement as the basis for Social Currency • Responding • Engagement / Participation • Sharing / Thanking • User Generated…
Slide 10 of 31
The Many Value Streams of Social Media
Slide 11 of 31
Brand Value Give your Brand Away to your Customers
Slide 12 of 31
Case Study Stabilize Brand Value Most Volatile Asset Sentiment Analysis Affects Stock Prices
Slide 13 of 31
Direct Sales Deliver Value Directly to Customers
Slide 14 of 31
Case Study E-commerce is Trackable Referral Source Conversation Rate
Slide 15 of 31
Lead Generation Produce Content that Inspires Curiosity to Learn More
Slide 16 of 31
Case Study Solar Installation Lead Generation
Slide 17 of 31
Special Offers Make your customer community feel special.
Slide 18 of 31
Case Study Dell Outlet Twitter $3 million in sales in 2 years / Cost: the salary of one employee.
Slide 19 of 31
Customer Support Responding and fixing problems creates loyal customers
Slide 20 of 31
Case Study Comcast Cares Dedicated Twitter Account for Customer Support
Slide 21 of 31
Crowd Sourcing Innovation Draw innovation from your customer community.
Slide 22 of 31
Case Study Starbucks Sponsors EcoCup contest
Slide 23 of 31
CSR Communications Tell your company’s responsibility story every day
Slide 24 of 31
Case Study Seventh Generation CRS Innovation Open Feedback Contests for Innovation
Slide 25 of 31
Environmental Impact Social Media is Good for the Environment
Slide 26 of 31
Case Study: Social Media is Sustainable Reduced Travel Many to Many Communications Reduced Paper Use Energy Use???
Slide 27 of 31
Social Good Use Social Media to Deliver Social Good
Slide 28 of 31
Million Baby Crawl • Seventh Generation • Consumer Activism Campaign • Toxic Chemical Policy Reform
Slide 29 of 31
In Summary Sustainable Business is Perfect for Social Media • Openness • Transparency • Authenticity • Full Disclosure
Slide 30 of 31
Reminder: Stay Human
Slide 31 of 31
Slide text
  1. The Social Currency of Social Media By Joey Shepp
  2. JoeyShepp.com • Reconciling Ecology + Technology • Technology Therapist • Futurist
  3. Website Design and Development, Social Media Marketing, and Branding • Located in the EcoTown of Fairfax, north of San Francisco
  4. Social Media is Big Latest Stats
  5. Wide Spread Adoption
  6. International Growth
  7. Breaking Records • World Cup USA Win second most Internet Traffic Day in history • NBA Finals: 3,000 Tweets per second • YouTube: 24 hours uploaded every minute
  8. The New Marketing Landscape • Earned Media (PR) • Owned Media (Website) • Advertising (Paid) • Social Media (Community)
  9. Measuring Social Media ROI • Direct (sales/lead gen) • Baseline: 6-12 month process • Brand Sentiment • Engagements
  10. Engagement as the basis for Social Currency • Responding • Engagement / Participation • Sharing / Thanking • User Generated Content
  11. The Many Value Streams of Social Media
  12. Brand Value Give your Brand Away to your Customers
  13. Case Study Stabilize Brand Value Most Volatile Asset Sentiment Analysis Affects Stock Prices
  14. Direct Sales Deliver Value Directly to Customers
  15. Case Study E-commerce is Trackable Referral Source Conversation Rate
  16. Lead Generation Produce Content that Inspires Curiosity to Learn More
  17. Case Study Solar Installation Lead Generation
  18. Special Offers Make your customer community feel special.
  19. Case Study Dell Outlet Twitter $3 million in sales in 2 years / Cost: the salary of one employee.
  20. Customer Support Responding and fixing problems creates loyal customers
  21. Case Study Comcast Cares Dedicated Twitter Account for Customer Support
  22. Crowd Sourcing Innovation Draw innovation from your customer community.
  23. Case Study Starbucks Sponsors EcoCup contest
  24. CSR Communications Tell your company’s responsibility story every day
  25. Case Study Seventh Generation CRS Innovation Open Feedback Contests for Innovation
  26. Environmental Impact Social Media is Good for the Environment
  27. Case Study: Social Media is Sustainable Reduced Travel Many to Many Communications Reduced Paper Use Energy Use???
  28. Social Good Use Social Media to Deliver Social Good
  29. Million Baby Crawl • Seventh Generation • Consumer Activism Campaign • Toxic Chemical Policy Reform
  30. In Summary Sustainable Business is Perfect for Social Media • Openness • Transparency • Authenticity • Full Disclosure
  31. Reminder: Stay Human