Social Media for Sustainable Business (Short Format)

Speaker · Lecture · Green Festival · San Francisco, CA · 6 November 2010

Short-format talk on social media for sustainable business: usage trends, the new marketing landscape and updated applications, including measuring social media impact.

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SOCIAL MEDIA for Sustainable Business by JoeyShepp.com
ABOUT THE PRESENTER Joey Shepp • Principal at Earthsite New Media Agency for Sustainable Brands • Technology Therapist and Eternal Optimist • More at http://JoeyShepp.com
ROADMAP 1. Trends • Lots of Content, Move Quickly 2. Applications • Presentation Available Online • Questions at the End
WHAT IS SOCIAL MEDIA? • Social Networking • Online Video • Blogging • Ratings/Reviews • Sharing Content
THE NEW MARKETING LANDSCAPE • Earned Media (Public Relations) • Owned Media (Website) • Advertising (Paid) • Social Media (Community)
SOCIAL MEDIA TRENDS
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%
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.
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
FOUR OUT OF FIVE NEW MEDIA USERS interact with companies and brands online source
BELIEF THAT SOCIAL MEDIA PROVIDES AN OPPORTUNITY TO REACH NEW CUSTOMERS MiresBall and KRC Research interview Brand Marketers
TWO-THIRDS OF AMERICAN NEW MEDIA USERS Feel they can influence business practices by voicing opinions online. source
WHAT PEOPLE WANT FROM GREEN 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
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
THE MANY APPLICATIONS OF SOCIAL MEDIA
STABILIZE BRAND VALUE Give your Brand to your Customers
STABILIZE BRAND VALUE • Most Volatile Asset • Sentiment Analysis • Affects Stock Prices
DIRECT SALES Deliver Value Directly to Customers
E-COMMERCE IS TRACKABLE • Referral Source • Conversation Rate
LEAD GENERATION Produce Content that Inspires Curiosity to Learn More
SOLAR INSTALLATION LEAD GENERATION
REFERRALS Customer Sharing is Free and more Trusted
THE VALUE OF SOCIAL MEDIA "SHARES" Eventbright Study • Facebook: $2.52 • Twitter: $0.43 • LinkedIn: $0.90 • Email: $2.34
SPECIAL OFFERS Make your customer community special.
DELL OUTLET TWITTER $3 million in sales in 2 years Cost only the salary of one employee.
CUSTOMER SUPPORT Responding to and fixing problems creates loyal customers
COMCAST CARES Dedicated Twitter Account for Customer Support
CROWD SOURCING INNOVATION Draw innovation from your customer community.
STARBUCKS SPONSORS ECOCUP CONTEST
LOCALIZATION Social Media allows for localization of brands, products and services
ENCOURAGE REGIONAL INDEPENDENT SOCIAL MEDIA
INDEPENDENT MEDIA List of WholeFoods Regional Twitter Accounts
LOCAL BENEFITS Special Offers with Foursquare Checkins
MICROFINANCE The provision of financial services to low-income clients, who traditionally lack access to banking and related services.
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%
KICKSTARTER Groupbuying meets Funding
$50,000 IN 48 HOURS
CSR COMMUNICATIONS Tell your company’s responsibility story every day
SEVENTH GENERATION FOUNDER, JEFFREY HOLLENDER What the world needs is… "Media mavens who can leverage social media into political change." • CRS Innovation • Open Feedback • Contests for Innovation
ENVIRONMENTAL IMPACT Social Media is Reduces Environmental Footprint
SOCIAL MEDIA IS SUSTAINABLE • Reduced Travel • Many to Many Communications • Paperless Office • Energy Use… getting better
SOCIAL GOOD Use Social Media to Deliver Social Good
MILLION BABY CRAWL • Seventh Generation • Consumer Activism Campaign • Toxic Chemical Policy Reform
Remember to STAY HUMAN
GO FURTHER Resources
@JoeyShepp | joeyshepp.com @Earthsite | earthsite.net @SocialGoodMedia | socialgoodmedia.com
TWEET YOUR QUESTIONS @JoeyShepp YOUR QUESTION
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