Choosing The Right Social Media Tools For Your Green Business

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By now you’re surely aware that social media is a must in any marketer’s arsenal. But can you do it all? And should you? These slides include tools for assessing the pros and cons of blogging, …

By now you’re surely aware that social media is a must in any marketer’s arsenal. But can you do it all? And should you? These slides include tools for assessing the pros and cons of blogging, tweeting, FaceBook, Linked In pages, and online review programs to help you figure out which of these tools makes sense for your company, and what you can expect to achieve from each of these new social media platforms.

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  • 1. Choosing the Right Social Media Tools for YOUR Green Business Social Media for Sustainable Brands™ Copyright 2009 4GreenPs
  • 2. Agenda •  Social Media Meets Green •  Setting Goals and Establishing Measurement Metrics •  The 4GreenPs Social Media/Business Goals Matrix™ •  The 4GreenPs Social Media Careabouts Matrix™ •  Re-Assessing •  Thank You & Registration Info For Our Next Webinar Social Media for Sustainable Brands™ Copyright 2009 4GreenPs
  • 3. In February, social network usage exceeded Web-based  e-mail usage for the first time. *Nielsen Online, 4/09 Affluent, highly educated consumers blog:  • 1:3 Income >$75K • 1:4 Income >$100K *Technorati SOTB ‘09, 10/21/09 The “Power Moms” (ages 25 to 54):  •  2x as likely as avg. US Internet users to provide frequent online advice about parenting and family issues (88% more likely), non-food household products (84% more 73% increase in likely), and beauty/cosmetics (82% more likely). time spent on social •  51% more likely than average Web users to provide networking sites in frequent online advice on clothes and fashion, food and the last year. beverage products (39% more likely than average), home Nielsen Online, 4/09 decorating (36% more likely than average), and health, dieting and exercise (27% more likely than average). *Nielsen, 10/08 Social Media for Sustainable Brands™ Copyright 2009 4GreenPs
  • 4. “Green” Consumers Businesses targeting green consumers are doing more than selling a product or service, they are tapping into an ethos. LOHAS consumers: •  $209B marketplace (U.S. only) for “goods and services focused on health, the environment, social justice, personal development and sustainable living.”* •  Approximately 19% percent of the adults in the U.S., or 41 million people, are currently considered LOHAS Consumers. ** *Source: LOHAS Natural Marketing Institute **Source: LOHAS Forum Social Media for Sustainable Brands™ Copyright 2009 4GreenPs
  • 5. Social Media Meets Green Green Groups Social Media for Sustainable Brands™ Copyright 2009 4GreenPs
  • 6. Setting Goals & Measurement Metrics NOT THE FUN PART… BUT THE IMPORTANT PART YOUR Business Goals: •  Market Intelligence (Identifying consumer careabouts, trends, etc) •  Competitive Tracking (Key competitor messaging, positioning, mkting spend) •  Customer Service •  Brand Awareness •  Sales •  Driving traffic to retail outlets or events Social Media for Sustainable Brands™ Copyright 2009 4GreenPs
  • 7. The 4GreenPs Social Media/Business Goals Matrix™ Tools Careabouts Market Competitive Customer Brand Sales Driving Intelligence Tracking (Key Service Awareness Traffic (Identifying competitor (to retail outlets consumer messaging, or events) careabouts, positioning, mkting trends, etc) spend) Twitter Facebook Linked in youTube Blog Outreach Blog Review Programs Social Media for Sustainable Brands™ Copyright 2009 4GreenPs
  • 8. ROI? “It’s a world where for now the normal rules of Return on Investment don’t apply.” -Advertising Age, 7/09 "We believe it's the way of communicating in the future, so this is not a short-term ROI ... this is really an investment in our brands and understanding our consumers." - -Jill Beraud, CMO, Pepsi, 7/09 Social Media for Sustainable Brands™ Copyright 2009 4GreenPs
  • 9. Or…You Can Establish Measurement Metrics & Follow Through It’s all about a good “Follow-Thru”! • It’s about more than clicks, RTs, downloads, etc. • Mix of Quantitative and Qualitative is Best • What is Important to YOUR Business? • WHO will do the measuring? • HOW often? • Be aware it takes at least a year to get this down. • Metrics become more valuable over time – tracking sales back to specific marketing activities. Social Media for Sustainable Brands™ Copyright 2009 4GreenPs
  • 10. Back to the “Fun” Stuff: A Look at the Options… MASS MARKET GREEN MARKET facebook greenwala twitter #Ecomonday #Waterwednesday Linked In #greenchat YouTube Linked In Green Groups Corporate & Personal Blogging gogreenTube Blog Outreach/Tours Green Bloggers Online Review Social Media for Sustainable Brands™ Copyright 2009 4GreenPs
  • 11. Let’s Break them down… The 4GreenPs Social Media Careabouts Matrix™ Tools Careabouts Time Staff Connect to Reach SEO Control Overall Devoted Expertise Existing New Benefits Score Customers Audiences A lot/Heavy Medium Light/Easy Workload Workload Workload Social Media for Sustainable Brands™ Copyright 2009 4GreenPs
  • 12. How do they COMPARE? Tools The 4GreenPs Social Media Careabouts Matrix™ Time Staff Connect to Reach SEO Control Devoted Expertise Existing New Benefits Customers Audiences facebook twitter Linked in youTube Channel Corp/ Personal Blogging Blogger Outreach Blogger Review Social Media for Sustainable Brands™ Copyright 2009 4GreenPs
  • 13. Reassessing Revisit your business goals and your social media program results. What is happening? How can you fine tune? Be aware that social media can be addictive… Make sure you are reaching your goals, monitoring and reassessing. Social Media for Sustainable Brands™ Copyright 2009 4GreenPs
  • 14. Take-Aways •  You must be monitoring your brand reputation NOW via google alerts, tweetbeep, other free tools. •  Choose Your Tools Carefully. These are not “free” programs…staff time can be intensive! What do you want to accomplish? What can best get you there? How do you staff it? •  Mix of Deep Green and Mass Market is best for most companies •  Look to conventional companies for marketing inspiration – don’t get too insular! Social Media for Sustainable Brands™ Copyright 2009 4GreenPs
  • 15. Please Join Us at Our Next Webinar! •  My Green Business is on Twitter: Now What?? •  Wednesday, October 28th •  Noon EST •  Register here: –  http://eco-coach.com/eventsWebinars.html Social Media for Sustainable Brands™ Copyright 2009 4GreenPs
  • 16. Thank You! Anca Novacovici Lynn Anne Miller President Founder Eco-Coach 4GreenPs www.eco-coach.com www.linkedin.com/ 571-275-7700 in/lynnannemiller 301-986-1413 Social Media for Sustainable Brands™ Copyright 2009 4GreenPs