social media for sustainable enterprise by @joeyshepp
DESCRIPTION
Social Media is translating sustainability principles into business practice through radical transparency, networked collaboration and optimized efficiency. In this workshop, Joey Shepp will lead you through world-changing trends, new-paradigm principles and real-world applications in leveraging social media for your sustainable enterprise. Go beyond marketing in applying social media to all areas of your business. Gain practical digital business skills to drive sales, cut costs, engage customers and reduce your carbon footprint.TRANSCRIPT
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SOCIAL MEDIA FOR SUSTAINABLE ENTERPRISEHOW SOCIAL MEDIA IS THE TIPPING POINT FOR
SUSTAINABLE BUSINESS
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PRESENTED AT
SUSTAINABLE ENTERPRISE CONFERENCEMAY 13TH, 2011
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PRESENTER
JOEYSHEPP.COM
GREENMBA PROGRAM DIRECTOR AT DOMINICAN UNIVERSITY OF CALIFORNIA
FOUNDER AND PRINCIPAL AT EARTHSITE.NET, NEW MEDIA FOR SUSTAINABLE BRANDS
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ROAD MAP
I. INTERNET TRENDS
II. THE DIGITAL BUSINESS
I. OPERATIONS
II. MARKETING
III. FINANCE
III. WHAT’S NEXT?
IV. QUESTIONS
“SOCIAL MEDIA IS THE TIPPING POINT FOR SUSTAINABLE ENTERPRISE”
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INTERNET EVERYWHEREUBIQUITOUS, PERVASIVE
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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
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DISRUPTIVE TECHNOLOGY
FREE
MOBILE
DECENTRALIZED
REAL-TIME
HYPER-LOCAL
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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/
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MOORE’S LAW
SPEED OF COMPUTERS DOUBLES EVERY TWO YEARS
“SINGULARITY” COMING… COMPUTERS TRANSCEND BIOLOGY ~RAY KURZWEIL
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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
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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
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TWITTER:THE PULSE OF THE PLANET
NEW RECORD SET AT NEW YEAR 2011: 6,939 TWEETS/SECOND
40% USA60% INTERNATIONAL
IN THE USA, 87% AWARENESS, YET ONLY 7% USE IT
SENTIMENT ANALYSIS PROVEN AS ACCURATE AS EXIT POLLS
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3,339 TEXTS PER MONTHAVERAGE US TEENAGER
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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.
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THE DIGITAL BUSINESS
SOCIAL MEDIA IS MORE THAN MARKETING
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OPERATIONS
WORKING IN THE CLOUD
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CLOUD STORAGE
ABUNDANT ONLINE STORAGE MEANS CHEAP END-USER DEVICES
BENEFITS INCLUDE AFFORDABLE, ACCESSIBLE, COLLABORATIVE, RELIABLE
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VIDEO CONFERENCING / VOIP
INCREASING BANDWIDTH
DRIVEN BY COST OF TRANSPORTATION
NOT A REPLACEMENT FOR PHONE, BUT IN ADDITION
JOEY’S PICKS: SKYPE, GOOGLE VOICE, VISUAL VOICEMAIL, FACETIME
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LOGISTICS AND PACKAGING
ONLINE SHOPPING INCREASING AS SHIPPING LOGISTICS ARE REFINED
UPS BANNED LEFT TURNS FOR GAS SAVINGS AFTER IN-DEPTH STUDY
PACKAGING REDESIGN
JOEY’S PICKS: AMAZON PRIME.
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PAPERLESS
AMAZON.COM NOW SELLS MORE DIGITAL BOOKS THAN PHYSICAL BOOKS.
JOEY’S PICKS: FUJUTSU SCANSCAP SCANNER, DROPBOX, EVERNOTE, MYFAX
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MOBILITY
INCREASED WIRELESS ACCESS, CHEAPER MOBILE DEVICES
GPS ALLOWS LOCALIZED DATA
2014: MOBILE OVERTAKES DESKTOP
JOEY’S PICKS: IPHONE, IPAD, MI-FI HOTSPOT
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CROWD SOURCING
PRODUCT DESIGN
CUSTOMER SUPPORT
MARKET RESEARCH (SENTIMENT ANALYSIS)
JOEY’S PICKS: FACEBOOK QUESTIONS, TWITTER, GOOGLE FORMS
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MARKETING
CUSTOMER COMMUNITIES
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RADICAL TRANSPARENCY
MANY TO MANY COMMUNICATIONS ACCELERATES SHARING
PEOPLE TRUST THEIR PEERS
BRANDS NO LONGER CONTROL THE MESSAGE
JOEY’S PICK: TWITTER, FACEBOOK, GOOGLE ALERTS
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CUSTOMER COMMUNITY
NO LONGER “CONSUMERS”
COMMUNITY MANAGER
ABOUT ENGAGEMENT
ACKNOWLEDGED POWER DYNAMIC
CUSTOMER STAKEHOLDER
JOEY’S PICKS: FACEBOOK PAGE
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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
JOEY’S PICK: BLOGGING WITH WORDPRESS OR TUMBLR
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SOCIAL MEDIA POLICY
DEVELOP A “LIVING DOCUMENT” OF BEST-PRACTICES AND STRATEGY FOR DEALING WITH PROBLEM ISSUES
JOEY’S PICK: DATABASE OF SOCIAL MEDIA POLICIES: HTTP://SOCIALMEDIAGOVERNANCE.COM
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DATA VISUALIZATION
CUSTOMERS WILLING TO SHARE MORE PERSONAL INFO
COMPANIES WILLING TO SHARE DATA THROUGH API’S.
WEALTH OF ACCESS TO DATA
JOEY’S PICKS: COOL INFO GRAPHICS, INFORMATION IS BEAUTIFUL, SEARCH “INFOGRAPHIC”
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FINANCE
ACCOUNTING FOR EVERYTHING
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MICRO-FINANCE
MICROLOANS FOR STARTUP CAPITAL
HIGH REPAYMENT RATE FOR LOANS
ALTERNATIVES TO VC FINANCING
JOEY’S PICKS: KIVA, KICKSTARTER, CROWDRISE
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GROUP BUYING
CONSUMERS BAND TOGETHER FOR DEEP DISCOUNTS
BUSINESSES GET COMMITTED VOLUME + MARKETING BUZZ
JOEY’S PICKS: GROUPON, SOCIAL LIVING
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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
JOEY’S PICKS:
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FREEMIUM
OFFER A ROBUST FREE PRODUCT WITH AN UPSELL OPPORTUNITY FOR POWER USERS
BUILDS A LARGE, STABLE CUSTOMER BASE
JOEY’S PICKS: GOOGLE APPS, FACEBOOK PAGE, 37SIGNALS, SKYPE, FREE CONFERENCE CALL
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WIKILEAKS
TECHNOLOGY SUPPORTS LEAKS
FEAR OF EXPOSURE DRIVES MORE ETHICAL BEHAVIOR
FINANCIAL MODELS MUST ADJUST TO FULL COST ACCOUNTING
JOEY’S PICKS: OPEN LEAKS, MAINSTREAM MEDIA LEAK SITES
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WHERE ARE WE GOING?INFORMATION AND CREATIVITY REMAIN
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SUSTAINABLE MEDIA PRINCIPLES
DEMOCRATIC
TRANSPARENCY
DECENTRALIZED
LOCALIZED
LESS PAPER
LESS TRAVEL
CAN BE CLEAN AND RENEWABLE
SUMMARY
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NEW ECONOMY: SOCIAL CAPITAL
EDUCATION
CREATIVITY
COMMUNITY
STRATEGY
IDEAS
FUTURES
SCALEABLE
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STAY HUMANIT’S ABOUT PEOPLE TO PEOPLE TIES
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TWITTER ACCOUNTS
@JoeyShepp
@GreenMBA
@Earthsite
@SocialGoodMedia
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TWEET ME YOUR QUESTIONS@JOEYSHEPP YOUR QUESTION
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This work is licensed under the Creative Commons Attribution-Noncommercial-Share
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