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
SOCIAL MEDIAfor Sustainable Business
by JoeyShepp.com
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. Applications
• 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 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
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
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
FOUNDER, 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
STAY HUMANRemember to
GO FURTHERResources
@JoeyShepp | joeyshepp.com
@Earthsite | earthsite.net
@SocialGoodMedia | socialgoodmedia.com
TWEET YOUR QUESTIONS@JoeyShepp YOUR QUESTION
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