presidio social media for sustainable business oct 2010 101022010629 phpapp01
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SOCIAL MEDIAfor Sustainable Business
by JoeyShepp.com
Fall 2010 Refresh
ABOUT THE PRESENTER
Joey Shepp
• Principal at EarthsiteNew Media Agency for Sustainable Brands
• Technology Therapist and Eternal Optimist
• More at http://JoeyShepp.com
ROADMAP
1. Trends
2. Principals
3. Applications
4. How To
• Lots of Content, Move Quickly
• 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
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.
~from security firm AVG
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 FIVENEW 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 USERSFeel they can influence business
practices by voicing opinions online.
source
WHAT PEOPLE WANTFROM 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
Transparency
Authenticity
Full Disclosure
10 SOCIAL MEDIA PRINCIPLES
STARTS WITH LISTENING
1
COMMUNITY,NOT CONSUMERS
2
SOCIAL CURRENCY
3
RADICALTRANSPARENCY
4
MANY TO MANY
5
REPUTATIONDRIVES
ACCOUNTABILITY
6
REAL TIME
7
ENGAGEMENT AND INTERACTION
8
PERSONALIZED
9
HYPER-LOCALIZATION
10
THE MANY APPLICATIONSOF SOCIAL MEDIA
Give your Brand to your Customers
STABILIZE BRAND VALUE
STABILIZE BRAND VALUE
• Most Volatile Asset
• Sentiment Analysis
• Affects Stock Prices
DIRECT SALESDeliver Value Directly to Customers
E-COMMERCE IS TRACKABLE
•Referral Source
•Conversation Rate
LEAD GENERATIONProduce Content that Inspires Curiosity to Learn More
SOLAR INSTALLATION LEAD GENERATION
REFERRALSCustomer Sharing is Free and more Trusted
THE VALUE OFSOCIAL MEDIA "SHARES"
Eventbright Study
• Facebook: $2.52
• Twitter : $0.43
• LinkedIn: $0.90
• Email: $2.34
SPECIAL OFFERSMake your customer community special.
$3 million in sales in 2 yearsCost only the salary of one employee.
DELL OUTLET TWITTER
CUSTOMER SUPPORTResponding to and fixing problems creates loyal customers
Dedicated Twitter Account for Customer Support
COMCAST CARES
CROWD SOURCING INNOVATIONDraw innovation from your customer community.
STARBUCKS SPONSORS ECOCUP CONTEST
LOCALIZATIONSocial Media allows for localization
of brands, products and services
ENCOURAGE REGIONAL INDEPENDENT SOCIAL MEDIA
INDEPENDENT MEDIA
List of WholeFoods Regional Twitter Accounts
LOCAL BENEFITSSpecial Offers with
Foursquare Checkins
MICROFINANCEThe 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%
KICKSTARTERGroupbuying meets Funding
$50,000 IN 48 HOURS
CSR COMMUNICATIONSTell your company’s responsibility story every day
SEVENTH GENERATION
• CRS Innovation
• Open Feedback
• Contests for Innovation
CEO, JEFFREY HOLLENDER
What the world needs is... "Media mavens who can leverage social
media into political change."
ENVIRONMENTAL IMPACTSocial Media is Reduces Environmental Footprint
SOCIAL MEDIA IS SUSTAINABLE
• Reduced Travel
• Many to Many Communications
• Paperless Office
• Energy Use… getting better
SOCIAL GOODUse Social Media to Deliver Social Good
MILLION BABY CRAWL
• Seventh Generation
• Consumer Activism Campaign
• Toxic Chemical Policy Reform
SOCIAL MEDIA HOW TO
ONLINE MARKETING
Website Social Media Advertising
BrandContent
RegistrationsSocial Widgets
Contacts
ConversationsReferralsSharingRatingsReviews
Social Networks
Search AdsDisplay Ads
Affiliates
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
MEASURING SOCIAL MEDIA ROI
• Direct(sales/lead gen)
• Baseline: 6-12 month process
• Brand Sentiment
• Engagements
ENGAGEMENT AS THE BASIS FORSOCIAL CURRENCY
•Responding
•Engagement / Participation
•Sharing / Thanking
•User Generated Content
RESOURCES NEEDED
Phase/Size Corporate Small Biz Do it yourself
1. Strategy
2. Setup
3. Maintenance
Hire Consultant Workshops and Webinars Read Blogs
Hire Agency Marketing RoleSelf-Teaches Self-Setup
Hire Dedicated Social Media
Manager
Marketing Role part time on Social
Media
30 minutesper day
SOME RECOMMENDED TOOLS
Individual Small/Medium Business
Enterprise
Social Management
TweetDeck Hootsuite CoTweet
Monitoring/Analytics
Google Alerts, Bit.ly
Hootsuite Radian6
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
STAY HUMANRemember to
GO FURTHERResources
@JoeyShepp | joeyshepp.com
@Earthsite | earthsite.net
@SocialGoodMedia
TWEET YOUR QUESTIONS@JoeyShepp YOUR QUESTION #PresidioMBA
This work is licensed under the Creative Commons Attribution-Noncommercial-Share 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.
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