Joey Shepp

Social Media for Sustainable Business (Presidio MBA, Fall 2010 refresh)

Speaker · Lecture · Presidio Graduate School · San Francisco, CA · October 2010

Updated Presidio MBA session on social media for sustainable business with a larger applications section: mobile check-ins, group buying, crowdfunding, social ads and micropayments.

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Fall 2010 Refresh SOCIAL MEDIA for Sustainable Business by JoeyShepp.com
Slide 1 of 68
ABOUT THE PRESENTER Joey Shepp • Principal at Earthsite New Media Agency for Sustainable Brands • Technology Therapist and…
Slide 2 of 68
ROADMAP 1. Trends • Lots of Content, Move Quickly 2. Principals • Presentation Available Online 3. Applications • Questions…
Slide 3 of 68
WHAT IS SOCIAL MEDIA? • Social Networking • Online Video • Blogging • Ratings/Reviews • Sharing Content
Slide 4 of 68
THE NEW MARKETING LANDSCAPE • Earned Media (Public Relations) • Owned Media (Website) • Advertising (Paid) • Social Media…
Slide 5 of 68
SOCIAL MEDIA TRENDS
Slide 6 of 68
INTERNET TO SURPASS 2 BILLION USERS THIS YEAR • 30% of the world population by end of this year • Developed Countries: 71%…
Slide 7 of 68
92% OF U.S. TODDLERS HAVE ONLINE PRESENCE ~from security firm AVG The vast majority of children today will have online…
Slide 8 of 68
THE AVERAGE MOBILE PHONE TEENAGER SENDS 3,339 TEXTS PER MONTH Teen females send an incredible 4,050 texts per month, while…
Slide 9 of 68
FOUR OUT OF FIVE NEW MEDIA USERS interact with companies and brands online source
Slide 10 of 68
BELIEF THAT SOCIAL MEDIA PROVIDES AN OPPORTUNITY TO REACH NEW CUSTOMERS MiresBall and KRC Research interview Brand Marketers
Slide 11 of 68
TWO-THIRDS OF AMERICAN NEW MEDIA USERS Feel they can influence business practices by voicing opinions online. source
Slide 12 of 68
WHAT PEOPLE WANT FROM BUSINESSES • 85% what’s in products and how they’re made • 83% additional details about labels and…
Slide 13 of 68
SOCIAL MEDIA IS PERFECT FOR SUSTAINABLE BUSINESS • Sustainable Businesses have an authentic story • Sustainable Businesses…
Slide 14 of 68
10 SOCIAL MEDIA PRINCIPLES
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1 STARTS WITH LISTENING
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2 COMMUNITY, NOT CONSUMERS
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3 SOCIAL CURRENCY
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4 RADICAL TRANSPARENCY
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5 MANY TO MANY
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6 REPUTATION DRIVES ACCOUNTABILITY
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7 REAL TIME
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8 ENGAGEMENT AND INTERACTION
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9 PERSONALIZED
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10 HYPER-LOCALIZATION
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THE MANY APPLICATIONS OF SOCIAL MEDIA
Slide 26 of 68
STABILIZE BRAND VALUE Give your Brand to your Customers
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STABILIZE BRAND VALUE • Most Volatile Asset • Sentiment Analysis • Affects Stock Prices
Slide 28 of 68
DIRECT SALES Deliver Value Directly to Customers
Slide 29 of 68
E-COMMERCE IS TRACKABLE • Referral Source • Conversation Rate
Slide 30 of 68
LEAD GENERATION Produce Content that Inspires Curiosity to Learn More
Slide 31 of 68
SOLAR INSTALLATION LEAD GENERATION
Slide 32 of 68
REFERRALS Customer Sharing is Free and more Trusted
Slide 33 of 68
THE VALUE OF SOCIAL MEDIA "SHARES" Eventbright Study • Facebook: $2.52 • Twitter: $0.43 • LinkedIn: $0.90 • Email: $2.34
Slide 34 of 68
SPECIAL OFFERS Make your customer community special.
Slide 35 of 68
DELL OUTLET TWITTER $3 million in sales in 2 years Cost only the salary of one employee.
Slide 36 of 68
CUSTOMER SUPPORT Responding to and fixing problems creates loyal customers
Slide 37 of 68
COMCAST CARES Dedicated Twitter Account for Customer Support
Slide 38 of 68
CROWD SOURCING INNOVATION Draw innovation from your customer community.
Slide 39 of 68
STARBUCKS SPONSORS ECOCUP CONTEST
Slide 40 of 68
LOCALIZATION Social Media allows for localization of brands, products and services
Slide 41 of 68
ENCOURAGE REGIONAL INDEPENDENT SOCIAL MEDIA
Slide 42 of 68
INDEPENDENT MEDIA List of WholeFoods Regional Twitter Accounts
Slide 43 of 68
LOCAL BENEFITS Special Offers with Foursquare Checkins
Slide 44 of 68
MICROFINANCE The provision of financial services to low-income clients, who traditionally lack access to banking and…
Slide 45 of 68
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%
Slide 46 of 68
KICKSTARTER Groupbuying meets Funding
Slide 47 of 68
$50,000 IN 48 HOURS
Slide 48 of 68
CSR COMMUNICATIONS Tell your company’s responsibility story every day
Slide 49 of 68
SEVENTH GENERATION CEO, JEFFREY HOLLENDER What the world needs is... "Media mavens who can leverage social media into…
Slide 50 of 68
ENVIRONMENTAL IMPACT Social Media is Reduces Environmental Footprint
Slide 51 of 68
SOCIAL MEDIA IS SUSTAINABLE • Reduced Travel • Many to Many Communications • Paperless Office • Energy Use… getting better
Slide 52 of 68
SOCIAL GOOD Use Social Media to Deliver Social Good
Slide 53 of 68
MILLION BABY CRAWL • Seventh Generation • Consumer Activism Campaign • Toxic Chemical Policy Reform
Slide 54 of 68
SOCIAL MEDIA HOW TO
Slide 55 of 68
ONLINE MARKETING Website Social Media Advertising Brand Content Registrations Social Widgets Contacts Conversations…
Slide 56 of 68
SKILLS OF SOCIAL MEDIA 1. Strategy 2. Community Facilitating 3. Blogging and Writing Skills 4. Design, Creative and…
Slide 57 of 68
MEASURING SOCIAL MEDIA ROI • Direct (sales/lead gen) • Baseline: 6-12 month process • Brand Sentiment • Engagements
Slide 58 of 68
ENGAGEMENT AS THE BASIS FOR SOCIAL CURRENCY • Responding • Engagement / Participation • Sharing / Thanking • User Generated…
Slide 59 of 68
RESOURCES NEEDED Phase/Size Corporate Small Biz Do it yourself Hire Consultant Workshops and Webinars Read Blogs 2. Setup…
Slide 60 of 68
SOME RECOMMENDED TOOLS Individual Small/Medium Business Enterprise Social Management TweetDeck Hootsuite CoTweet…
Slide 61 of 68
SOCIAL MEDIA IS DIFFERENT Old School New School B2C C2C Top Down Bottom Up Closed Open Print Media Digital Media One to…
Slide 62 of 68
Remember to STAY HUMAN
Slide 63 of 68
GO FURTHER Resources
Slide 64 of 68
Picture slide
Slide 65 of 68
@JoeyShepp | joeyshepp.com @Earthsite | earthsite.net @SocialGoodMedia
Slide 66 of 68
TWEET YOUR QUESTIONS @JoeyShepp YOUR QUESTION #PresidioMBA
Slide 67 of 68
This work is licensed under the Creative Commons Attribution-NoncommercialShare Alike 3.0 United States License. To view a…
Slide 68 of 68
Slide text
  1. Fall 2010 Refresh SOCIAL MEDIA for Sustainable Business by JoeyShepp.com
  2. ABOUT THE PRESENTER Joey Shepp • Principal at Earthsite New Media Agency for Sustainable Brands • Technology Therapist and Eternal Optimist • More at http://JoeyShepp.com
  3. ROADMAP 1. Trends • Lots of Content, Move Quickly 2. Principals • Presentation Available Online 3. Applications • Questions at the End 4. How To
  4. WHAT IS SOCIAL MEDIA? • Social Networking • Online Video • Blogging • Ratings/Reviews • Sharing Content
  5. THE NEW MARKETING LANDSCAPE • Earned Media (Public Relations) • Owned Media (Website) • Advertising (Paid) • Social Media (Community)
  6. SOCIAL MEDIA TRENDS
  7. 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%
  8. 92% OF U.S. TODDLERS HAVE ONLINE PRESENCE ~from security firm AVG 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.
  9. 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
  10. FOUR OUT OF FIVE NEW MEDIA USERS interact with companies and brands online source
  11. BELIEF THAT SOCIAL MEDIA PROVIDES AN OPPORTUNITY TO REACH NEW CUSTOMERS MiresBall and KRC Research interview Brand Marketers
  12. TWO-THIRDS OF AMERICAN NEW MEDIA USERS Feel they can influence business practices by voicing opinions online. source
  13. 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
  14. 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 Authenticity Transparency Full Disclosure
  15. 10 SOCIAL MEDIA PRINCIPLES
  16. 1 STARTS WITH LISTENING
  17. 2 COMMUNITY, NOT CONSUMERS
  18. 3 SOCIAL CURRENCY
  19. 4 RADICAL TRANSPARENCY
  20. 5 MANY TO MANY
  21. 6 REPUTATION DRIVES ACCOUNTABILITY
  22. 7 REAL TIME
  23. 8 ENGAGEMENT AND INTERACTION
  24. 9 PERSONALIZED
  25. 10 HYPER-LOCALIZATION
  26. THE MANY APPLICATIONS OF SOCIAL MEDIA
  27. STABILIZE BRAND VALUE Give your Brand to your Customers
  28. STABILIZE BRAND VALUE • Most Volatile Asset • Sentiment Analysis • Affects Stock Prices
  29. DIRECT SALES Deliver Value Directly to Customers
  30. E-COMMERCE IS TRACKABLE • Referral Source • Conversation Rate
  31. LEAD GENERATION Produce Content that Inspires Curiosity to Learn More
  32. SOLAR INSTALLATION LEAD GENERATION
  33. REFERRALS Customer Sharing is Free and more Trusted
  34. THE VALUE OF SOCIAL MEDIA "SHARES" Eventbright Study • Facebook: $2.52 • Twitter: $0.43 • LinkedIn: $0.90 • Email: $2.34
  35. SPECIAL OFFERS Make your customer community special.
  36. DELL OUTLET TWITTER $3 million in sales in 2 years Cost only the salary of one employee.
  37. CUSTOMER SUPPORT Responding to and fixing problems creates loyal customers
  38. COMCAST CARES Dedicated Twitter Account for Customer Support
  39. CROWD SOURCING INNOVATION Draw innovation from your customer community.
  40. STARBUCKS SPONSORS ECOCUP CONTEST
  41. LOCALIZATION Social Media allows for localization of brands, products and services
  42. ENCOURAGE REGIONAL INDEPENDENT SOCIAL MEDIA
  43. INDEPENDENT MEDIA List of WholeFoods Regional Twitter Accounts
  44. LOCAL BENEFITS Special Offers with Foursquare Checkins
  45. MICROFINANCE The provision of financial services to low-income clients, who traditionally lack access to banking and related services.
  46. 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%
  47. KICKSTARTER Groupbuying meets Funding
  48. $50,000 IN 48 HOURS
  49. CSR COMMUNICATIONS Tell your company’s responsibility story every day
  50. SEVENTH GENERATION CEO, JEFFREY HOLLENDER What the world needs is… "Media mavens who can leverage social media into political change." • CRS Innovation • Open Feedback • Contests for Innovation
  51. ENVIRONMENTAL IMPACT Social Media is Reduces Environmental Footprint
  52. SOCIAL MEDIA IS SUSTAINABLE • Reduced Travel • Many to Many Communications • Paperless Office • Energy Use… getting better
  53. SOCIAL GOOD Use Social Media to Deliver Social Good
  54. MILLION BABY CRAWL • Seventh Generation • Consumer Activism Campaign • Toxic Chemical Policy Reform
  55. SOCIAL MEDIA HOW TO
  56. ONLINE MARKETING Website Social Media Advertising Brand Content Registrations Social Widgets Contacts Conversations Referrals Sharing Ratings Reviews Social Networks Search Ads Display Ads Affiliates
  57. 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
  58. MEASURING SOCIAL MEDIA ROI • Direct (sales/lead gen) • Baseline: 6-12 month process • Brand Sentiment • Engagements
  59. ENGAGEMENT AS THE BASIS FOR SOCIAL CURRENCY • Responding • Engagement / Participation • Sharing / Thanking • User Generated Content
  60. 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
  61. SOME RECOMMENDED TOOLS Individual Small/Medium Business Enterprise Social Management TweetDeck Hootsuite CoTweet Monitoring/ Analytics Google Alerts, Bit.ly Hootsuite Radian6
  62. 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
  63. Remember to STAY HUMAN
  64. GO FURTHER Resources
  65. (picture only)
  66. @JoeyShepp | joeyshepp.com @Earthsite | earthsite.net @SocialGoodMedia
  67. TWEET YOUR QUESTIONS @JoeyShepp YOUR QUESTION #PresidioMBA
  68. This work is licensed under the Creative Commons Attribution-NoncommercialShare 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.