Social Media for Sustainable Business

Speaker · Lecture · Green Festival · San Francisco, CA · 11 April 2010

Overview of social media for sustainable business: trends, ten principles, why sustainable business suits transparency, stories such as the Green Festival's year-round use of social media, and how-to steps.

Part of Green Festival

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San Francisco April, 2010 SOCIAL MEDIA for Sustainable Business by JoeyShepp.com
ABOUT THE PRESENTER Joey Shepp • Principal at Earthsite New Media for Sustainable Brands • Professional Speaker on the topics of New Media and Sustainable Business. • More at http://www.JoeyShepp.com
ROADMAP 1. Trends • Lots of Content 2. Principals • Presentation Available Online 3. Stories • Questions at the End 4. How To
SOCIAL MEDIA TRENDS
WHAT IS SOCIAL MEDIA? • Social Networking • Online Video • Blogging • Ratings/Reviews • Sharing Content
79% OF AMERICAN ADULTS Used the Internet in 2009 source
FOUR OUT OF FIVE NEW MEDIA USERS interact with companies and brands online source
TWO-THIRDS OF AMERICAN NEW MEDIA USERS Feel they can influence business practices by voicing opinions online. source
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
10 SOCIAL MEDIA PRINCIPLES
1 STARTS WITH LISTENING
2 COMMUNITY, NOT CONSUMERS
3 SOCIAL CURRENCY
4 RADICAL TRANSPARENCY
5 MANY TO MANY
6 ACCOUNTABILITY AND REPUTATION
7 REAL TIME
8 ENGAGEMENT AND INTERACTION
9 PERSONALIZED
10 HYPER-LOCALIZATION
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
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
SOCIAL MEDIA stories
SPEAKER VIDEOS Green Festival TV and Radio 200+ Free Podcasts Released
VOLUNTEER MEDIA TEAM 200+ Volunteers Across 5 Cities Video, Photo, Blogging, and Twitter Teams
THE GREENS ARE ON FACEBOOK 6,000+ Fans 60+ Interactions/Week
(picture only)
THE GREENS ARE ON TWITTER TOO 360+ Tweets mentioning Green Festival in 24 hours
(picture only)
#GREENFEST TWEETUP 70 RSVPS
JEFFREY HOLLENDER What the world needs is… "Media mavens who can leverage social media into political change."
INTEGRATED WEBSITE Social Media “Hub”
CEO BLOG The Inspired Protagonist
THOUGHT LEADER JeffHollender.com
YOUTUBE November, 2009: 20,000 views April, 2010: 50,000 views
FACEBOOK November, 2009: 20,000 Fans April, 2010: 60,000 Fans
TWITTER November, 2009: 11,000+ Followers April, 2010: 16,000+ Followers
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
CONSUMER ACTIVISM
BEST JOB IN THE WORLD Australia's Tourism Bureau • Objective: Create international awareness of the islands of the Great Barrier Reef • Job: 6 month contract, caretaker of the island, write a weekly blog. • Rules: Submit 60 sec video
RESULTS INTERNATIONAL AWARENESS • 35,000 people applied from 201 countries, 16 finalists. • International press attention • 8 million visitors to website.
SOCIAL MEDIA FOR MICROENTERPRISE A Twitter Love Story
Curtis Kimball: “HOW’D YOU HEAR ABOUT ME?”
BUILD A FOLLOWING And quit your day job 10,000+ twitter followers 200+ reviews on yelp
LATEST TWEETS Location & Flavors Constantly Changing
SOCIAL MEDIA HOW TO
ONLINE MARKETING Website Social Media Advertising Brand Content Registrations Social Widgets Contact Conversations Referrals Sharing Ratings Reviews Social Networks Search Ads Display Ads Affiliates
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
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
NEW MEASUREMENTS Advertisement Conversation Paid Per View Free / Sharing Page View Social Action One Time Accumulates
KEY METRICS • Focus on Interactions • Measure Before and After • Accumulate Social Capital Source: Augustine Fou, ClickZ, Feb 11, 2009
GO FURTHER Resources
@joeyshepp | joeyshepp.com @earthsite | earthsite.net
TWEET YOUR QUESTIONS @JoeyShepp YOUR QUESTION #GreenFest
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