Sustainable Media: How Social Media Is the Ultimate Sustainability Technology

Speaker · Lecture · Green Festival · San Francisco, CA · April 2011

How the internet supports sustainability in operations, marketing and finance: cloud working, video conferencing, crowd sourcing, radical transparency in marketing, microfinance and group buying.

Part of Green Festival

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SUSTAINABLE MEDIA SOCIAL MEDIA FOR SUSTAINABLE BUSINESS
PRESENTER JOEYSHEPP.COM GREENMBA PROGRAM DIRECTOR AT DOMINICAN UNIVERSITY OF CALIFORNIA PRINCIPAL AT EARTHSITE, DIGITAL MEDIA FOR SUSTAINABLE BRANDS
ROAD MAP I. INTERNET TRENDS II. APPLICATIONS I. OPERATIONS II. MARKETING III. FINANCE III. WHAT’S NEXT? IV. QUESTIONS HOW THE INTERNET IS THE ULTIMATE SUSTAINABILITY TECHNOLOGY
INTERNET EVERYWHERE UBIQUITOUS, PERVASIVE
INFORMATION AGE THE INDUSTRIAL AGE FILLED THE WORLD WITH STUFF THE INFORMATION AGE IS FILLING OUR WORLD WITH INFORMATION. CHEAP, ACCESSIBLE, ABUNDANT POTENTIAL LIMITLESS GROWTH
DISRUPTIVE TECHNOLOGY FREE MOBILE DECENTRALIZED REAL-TIME HYPER-LOCAL
CLOSING THE DIGITAL DIVIDE INTERNET TO REACH 2 BILLION USERS THIS YEAR, REPRESENTING 30% OF GLOBAL POPULATION 70% OF DEVELOPED COUNTRIES 21% OF DEVELOPING COUNTRIES SOURCE: http://mashable.com/2010/10/19/internet-2-billion/
MOORE’S LAW SPEED OF COMPUTERS DOUBLES EVERY TWO YEARS “SINGULARITY” COMING… COMPUTERS TRANSCEND BIOLOGY ~RAY KURZWEIL
FACEBOOK: GLOBAL CITIZENSHIP 500,000,000 ACTIVE USERS 700,000 NEW USERS DAILY! 70% OUTSIDE THE US 380,000 LIKES / MINUTES ACCOUNTS FOR 25% OF ALL USA PAGE VIEWS
YOUTUBE: YOU ARE THE MEDIA 35 HOURS UPLOADED EVERY MINUTE! HUNDREDS OF THE MOST POPULAR USERS MAKE 6 FIGURES A YEAR LADY GAGA AND EMINEM SURPASS 1 BILLION HITS
TWITTER: THE PULSE OF THE PLANET NEW RECORD SET AT NEW YEAR 2011: 6,939 TWEETS/ SECOND 40% USA 60% INTERNATIONAL IN THE USA, 87% AWARENESS, YET ONLY 7% USE IT SENTIMENT ANALYSIS PROVEN AS ACCURATE AS EXIT POLLS
3,339 TEXTS PER MONTH AVERAGE US TEENAGER
BORN INTO THIS WORLD 92% OF U.S. TODDLERS HAVE AN ONLINE PRESENCE 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.
SUSTAINABLE MEDIA PRINCIPLES AND APPLICATIONS
SUSTAINABLE MEDIA PRINCIPLES DEMOCRATIC TRANSPARENCY DECENTRALIZED LOCALIZED LESS PAPER LESS TRAVEL CAN BE CLEAN AND RENEWABLE
OPERATIONS WORKING IN THE CLOUD
CLOUD STORAGE ABUNDANT ONLINE STORAGE MEANS CHEAP END-USER DEVICES BENEFITS INCLUDE AFFORDABLE, ACCESSIBLE, COLLABORATIVE, RELIABLE
VIDEO CONFERENCING KEY TECHNOLOGIES: CISCO LIVECONFERENCE, SKYPE AND IPAD/ FACETIME DRIVEN BY COST OF TRANSPORTATION NOT A REPLACEMENT FOR PHONE, BUT IN ADDITION
REAL TIME LOGISTICS ONLINE SHOPPING INCREASING AS SHIPPING LOGISTICS ARE REFINED UPS BANNED LEFT TURNS FOR GAS SAVINGS AFTER IN-DEPTH STUDY LOCAL FOOD SOURCING
PAPERLESS AMAZON.COM NOW SELLS MORE DIGITAL BOOKS THAN PHYSICAL BOOKS. KEY TECHNOLOGY: FUJUTSU SCANSCAP SCANNERS
MOBILITY INCREASED WIRELESS ACCESS, CHEAPER MOBILE DEVICES GPS ALLOWS LOCALIZED DATA KEY TECHNOLOGIES: GPS, 4G, MOBILE HOT SPOTS, ANDROID, IOS
CROWD SOURCING PRODUCT DESIGN CUSTOMER SUPPORT MARKET RESEARCH (SENTIMENT ANALYSIS) CASE STUDIES: LOCALMOTORS, PEPSI REFRESH, STARBUCKS
MARKETING THE RISE OF SOCIAL MEDIA
RADICAL TRANSPARENCY MANY TO MANY COMMUNICATIONS ACCELERATES SHARING PEOPLE TRUST THEIR PEERS BRANDS NO LONGER CONTROL THE MESSAGE
CUSTOMER COMMUNITY NO LONGER “CONSUMERS” COMMUNITY MANAGER ABOUT ENGAGEMENT ACKNOWLEDGED POWER DYNAMIC CUSTOMER STAKEHOLDER
CORPORATE SOCIAL RESPONSIBILITY EXPECTATION TO COMMUNICATE SOCIAL & ENVIRONMENTAL WORK THROUGH MARKETING YEARLY REPORTS MOVING TO DAILY COMMUNICATION HIGHER LEVELS OF ACCOUNTABILITY BECAUSE OF RADICAL TRANSPARENCY
DATA VISUALIZATION CUSTOMERS WILLING TO SHARE MORE PERSONAL INFO COMPANIES WILLING TO SHARE DATA THROUGH API’S. WEALTH OF ACCESS TO DATA KEY COMPANIES: COOL INFO GRAPHICS, INFORMATION IS BEAUTIFUL,
SOCIAL MEDIA POLICY DEVELOP A “LIVING DOCUMENT” OF BESTPRACTICES AND STRATEGY FOR DEALING WITH PROBLEM ISSUES DATABASE OF SOCIAL MEDIA POLICIES: HTTP:// SOCIALMEDIAGOVERNANCE.COM
FINANCE ACCOUNTING FOR EVERYTHING
MICROFINANCE MICROLOANS FOR STARTUP CAPITAL HIGH REPAYMENT RATE FOR LOANS ALTERNATIVES TO VC FINANCING KEY COMPANIES: KIVA, KICKSTARTER, CROWDRISE
GROUP BUYING CONSUMERS BAND TOGETHER FOR DEEP DISCOUNTS BUSINESSES GET COMMITTED VOLUME + MARKETING BUZZ KEY COMPANIES: GROUPON, SOCIAL LIVING
THE LONG TAIL THE LONG TAIL OF AN EXPONENTIAL GRAPH LOTS OF SMALL MARKETS COMBINED ARE BIGGER THAN POPULAR MARKETS EXAMPLE: LOTS OF SMALL BLOGS MAKE AS STRONG AS A VOICE AS MAJOR MEDIA
FREEMIUM OFFER A ROBUST FREE PRODUCT WITH AN UPSELL OPPORTUNITY FOR POWER USERS BUILDS A LARGE, STABLE CUSTOMER BASE SOCIAL GOOD FOR THE LOW INCOME KEY COMPANIES: 37SIGNALS, GOOGLE, FACEBOOK
WIKILEAKS TECHNOLOGY SUPPORTS LEAKS FEAR OF EXPOSURE DRIVES MORE ETHICAL BEHAVIOR FINANCIAL MODELS MUST ADJUST TO FULL COST ACCOUNTING EFFECTS BUSINESS, BUT ALSO GOVERNMENT
A FLAT WORLD INFORMATION AND CREATIVITY REMAIN
CREATIVE CAPITAL EDUCATION CREATIVITY STRATEGY IDEAS FUTURES
STAY HUMAN IT’S ABOUT PEOPLE TO PEOPLE TIES
MORE INFO
TWITTER ACCOUNTS @JoeyShepp @GreenMBA @SocialGoodMedia
TWEET ME YOUR QUESTIONS @JOEYSHEPP YOUR QUESTION
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