social media for sustainable business [short form] by @joeyshepp
DESCRIPTION
Social media has changed marketing and sustainable business is perfectly positioned to leverage this technology. This is a presentation given to at the San Francisco Green Festival by JoeyShepp.com, new media maven. It covers social media trends, principles, case studies, and how-to topics. Twitter @JoeyShepp your question about new media and sustainability.TRANSCRIPT
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SOCIAL MEDIAfor Sustainable Business
by JoeyShepp.com
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ABOUT THE PRESENTER
Joey Shepp
• Principal at EarthsiteNew Media Agency for Sustainable Brands
• Technology Therapist and Eternal Optimist
• More at http://JoeyShepp.com
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ROADMAP
1. Trends
2. Applications
• Lots of Content, Move Quickly
• Presentation Available Online
• Questions at the End
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WHAT IS SOCIAL MEDIA?
• Social Networking
• Online Video
• Blogging
• Ratings/Reviews
• Sharing Content
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THE NEW MARKETING LANDSCAPE
• Earned Media(Public Relations)
• Owned Media (Website)
• Advertising(Paid)
• Social Media (Community)
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SOCIAL MEDIA TRENDS
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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%
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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
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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
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FOUR OUT OF FIVENEW MEDIA USERS
interact with companies and brands online
source
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BELIEF THAT SOCIAL MEDIA PROVIDES AN OPPORTUNITY TO REACH NEW CUSTOMERS
MiresBall and KRC Research interview Brand Marketers
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TWO-THIRDS OF AMERICAN NEW MEDIA USERSFeel they can influence business
practices by voicing opinions online.
source
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WHAT PEOPLE WANTFROM 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
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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
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THE MANY APPLICATIONSOF SOCIAL MEDIA
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Give your Brand to your Customers
STABILIZE BRAND VALUE
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STABILIZE BRAND VALUE
• Most Volatile Asset
• Sentiment Analysis
• Affects Stock Prices
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DIRECT SALESDeliver Value Directly to Customers
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E-COMMERCE IS TRACKABLE
•Referral Source
•Conversation Rate
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LEAD GENERATIONProduce Content that Inspires Curiosity to Learn More
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SOLAR INSTALLATION LEAD GENERATION
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REFERRALSCustomer Sharing is Free and more Trusted
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THE VALUE OFSOCIAL MEDIA "SHARES"
Eventbright Study
• Facebook: $2.52
• Twitter : $0.43
• LinkedIn: $0.90
• Email: $2.34
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SPECIAL OFFERSMake your customer community special.
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$3 million in sales in 2 yearsCost only the salary of one employee.
DELL OUTLET TWITTER
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CUSTOMER SUPPORTResponding to and fixing problems creates loyal customers
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Dedicated Twitter Account for Customer Support
COMCAST CARES
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CROWD SOURCING INNOVATIONDraw innovation from your customer community.
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STARBUCKS SPONSORS ECOCUP CONTEST
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LOCALIZATIONSocial Media allows for localization
of brands, products and services
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ENCOURAGE REGIONAL INDEPENDENT SOCIAL MEDIA
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INDEPENDENT MEDIA
List of WholeFoods Regional Twitter Accounts
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LOCAL BENEFITSSpecial Offers with
Foursquare Checkins
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MICROFINANCEThe provision of financial services to low-income clients, who traditionally
lack access to banking and related services.
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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%
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KICKSTARTERGroupbuying meets Funding
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$50,000 IN 48 HOURS
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CSR COMMUNICATIONSTell your company’s responsibility story every day
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SEVENTH GENERATION
• CRS Innovation
• Open Feedback
• Contests for Innovation
FOUNDER, JEFFREY HOLLENDER
What the world needs is... "Media mavens who can leverage social
media into political change."
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ENVIRONMENTAL IMPACTSocial Media is Reduces Environmental Footprint
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SOCIAL MEDIA IS SUSTAINABLE
• Reduced Travel
• Many to Many Communications
• Paperless Office
• Energy Use… getting better
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SOCIAL GOODUse Social Media to Deliver Social Good
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MILLION BABY CRAWL
• Seventh Generation
• Consumer Activism Campaign
• Toxic Chemical Policy Reform
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STAY HUMANRemember to
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GO FURTHERResources
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@JoeyShepp | joeyshepp.com
@Earthsite | earthsite.net
@SocialGoodMedia | socialgoodmedia.com
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TWEET YOUR QUESTIONS@JoeyShepp YOUR QUESTION
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