May 22, 2013 © Reuse Alliance 1
Social Web 101
Willow Lundgren
Partner + Chief Strategy Officer
Sarah Rendo
Community + Co...
© Reuse Alliance 2
WOM has more than
TWICE the influence
of B2B Advertising,
Direct Mail, or
Press Coverage
WORD OF MOUTH ...
© Reuse Alliance 3
Give People a REASON
to TALK…
…make it EASY to tell
others
CONVERSATIONS = SOCIAL CURRENCY
May 22, 2013
© Reuse Alliance 4
Think about what
WOM participants
VALUE
SOCIAL (MEDIA) PSYCHOLOGY
May 22, 2013
© Reuse Alliance 5
Make FRIENDS…
Turn Friends into SHOPPERS and
DONORS…
Turn SHOPPERS and DONORS
into EVANGELISTS
ULTIMATE...
© Reuse Alliance 6
REACH
82percent of the world’s
online population
reached by social
networks
May 22, 2013
© Reuse Alliance 7
20percent of time online spent on
social networks
Source: ComScore
TIME
May 22, 2013
© Reuse Alliance 8
TRUST
70percent trust friends
Source: ComScore
May 22, 2013
© Reuse Alliance 9
Social media puts
socializing and
marketing together.
You can interact with
‘followers,’ ‘friends,’
‘fa...
© Reuse Alliance 10
Source:Andy Sernovitz,Word of Mouth Marketing: How Smart Companies Get PeopleTalking.
THE 5 T’s OF WOR...
© Reuse Alliance 11
10%
Americans influence the other
90%
TALKERS: DISPROPORTIONATE
DIGITAL INFLUENCE
May 22, 2013
May 22, 2013 © Reuse Alliance 12
Mavens – 20% of online
influencers. Post very frequently
and get their social worth from
...
© Reuse Alliance 13
TALKERS: REUSE CENTER
FAMILIARITY
May 22, 2013
© Reuse Alliance 14
Source:Andy Sernovitz,Word of Mouth Marketing: How Smart Companies Get PeopleTalking.
TALKERS: WHO ARE...
© Reuse Alliance 15
TALKERS: COMMUNITIES
May 22, 2013
© Reuse Alliance 16
Source:Andy Sernovitz,Word of Mouth Marketing: How Smart Companies Get PeopleTalking.
THE 5 T‘S OF WOR...
© Reuse Alliance 17
TOPICS: DIVERSITY
May 22, 2013
© Reuse Alliance 18
TOPICS: SILLY
May 22, 2013
19
TOPICS: STORY IS THE
REUSE ECONOMY’S SECRET SAUCE
“When you buy from an independent
craftsman…you gain the opportunity ...
© Reuse Alliance 20
Source:Andy Sernovitz,Word of Mouth Marketing: How Smart Companies Get PeopleTalking.
THE 5 T’s OF WOR...
© Reuse Alliance 21
– Social Network system (lots of options)
– Connect & share information with others
– Microblog “tweet...
© Reuse Alliance 22
Social sites reuse centers use most to
increase online awareness:
89%
80%
store website 63%
35%
23%
TO...
© Reuse Alliance 23
Average number items posted online / month:
Up to 10 items 31%
10 to 25 items 29%
25 to 50 items 26%
5...
© Reuse Alliance 24
TOOLS: INVENTORY MARKETING
May 22, 2013
© Reuse Alliance 25
TIME-SAVING PUBLISHING TOOLS
Time-pressed? Link them!
•Feed Twitter posts to your
Facebook Page, Linke...
© Reuse Alliance 26
Source:Andy Sernovitz,Word of Mouth Marketing: How Smart Companies Get PeopleTalking.
THE 5 T’s OF WOR...
© Reuse Alliance 27
PERSONAL TWITTER: Listen
May 22, 2013
© Reuse Alliance 28
PERSONAL TWITTER: Speak
May 22, 2013
© Reuse Alliance 29
TWITTER @PlanetReuse
May 22, 2013
© Reuse Alliance 30
TWITTER: @/PlanetReuseMrkt
May 22, 2013
© Reuse Alliance 31
TAKE PART: PERSONALITY
Habicat
May 22, 2013
© Reuse Alliance 32
TAKE PART: CUSTOMER CARE
May 22, 2013
© Reuse Alliance 33
DOING TWITTER WELL
• Find/follow/recognize
stakeholders
• RT or “Retweet”
• DM or Direct Message
• Has...
© Reuse Alliance 34
• Create a “page” just for your reuse
organization
• Create an event and share with friends
• Post pho...
© Reuse Alliance 35
3 Shelf life in hours of posts are relevant on
Facebook &Twitter [Source: bitly]
119 Max number of cha...
© Reuse Alliance 36
TIPS & TRICKS
May 22, 2013
© Reuse Alliance 37
Source:Andy Sernovitz,Word of Mouth Marketing: How Smart Companies Get PeopleTalking.
THE 5 T’s OF WOR...
© Reuse Alliance 38
• Digital social is here to stay
• If you’re thinking “someone must have
already thought of that,” you...
© Reuse Alliance 39
• Engagements per year: 18,200
– Donor list: 8,400
– E-mail list: 5,000
– Other: 4,800
• Business metr...
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2013 Reuse Alliance Master Reuser Certification Program Social Media Marketing Module

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This 2013 presentation was developed for the Reuse Alliance, a national [501(c)3] nonprofit working to increase awareness of reuse by educating the public about its social, environmental and economic benefits.

Published in: Environment, Business, Education
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  • Mission: become
    “the Amazon.com for reclaimed building materials”
    Word of Mouth Marketing Association
    Online community-building: Aerosmith, Christina Aguilera, et al
  • 70% of Consumers Trust Brand Recommendations From Friends
    http://blog.bufferapp.com/wp-content/uploads/2013/04/Screen-Shot-2013-04-02-at-8.54.48-AM.png
  • IF YOU’RE GOING TO TAKE ONE THING AWAY TODAY…it’s THIS
    Conversations are SOCIAL CURRENCY.
    While it sounds simple enough, it is indeed part art, part science and part sea change in how we think as business people.
    SOURCE: WOMMA
  • IF YOU’RE GOING TO TAKE ONE THING AWAY TODAY…it’s THIS
    While it sounds simple enough, it is indeed part art, part science and part sea change in how we think as business people.
    Conversations are SOCIAL CURRENCY.
    Not going to SQUANDER RELATIONSHIP CAPITAL telling friends and family about products and experiences that aren’t relevant or interesting.
    Fundamental shift if that we must
    I like to call it the COCKTAIL PARTY rule.
    Not about your IMAGE…it’s about what your stakeholders value, find relev
    Source: WOMMA
  • RELEVANT - USEFUL - ENTERTAINING
    Word of Mouth so effective because it’s real people talking to real people.
    * Natural, genuine, spontaneous process
    * People seeking advice from each other
    * It’s the voice of the customer
    * Positive and negative
    Source: Seth Godin
  • If you are wondering if these new social media channels matter, they do.
    Let’s define WOM as opinions, insights, experiences, perspectives, media and information that’s worth sharing.
    “Social networking sites now reach 82 percent of the world’s online population – that’s 1.2 billion users around the world” – ComScore
    Online social communications vehicles makes it easier for your customers and donors to participate in WOM about your organization
    spread online both COST-EFFICIENTLY and with higher velocity than OFFLINE.
    Social media includes
    email, blogs, product review sites, discussion boards, newsgroups, IM, social networks, video- and picture-sharing services and wikis.
    Collaboration possible within organizations in all new ways.
    INSIGHT - ENGAGEMENT - MEASUREMENT
    Staggering #s:
    Video-sharing site You Tube streams 100 million videos / day.
    That’s equivalent of reaching 1/3 of the U.S. population.
    Or the equivalent of two Super Bowl audiences.
    Social networking site Facebook is adding 1 million new members each week.
    Facebook isn’t a single social network. It’s thousands of mini networks clustered around shared interest.
    Social media - a game-changer for business and culture.
    Effective marketing ransformed marketing from
    What’s more valuable: 100 passionate customers online discussing your product and category, or 1,000 people who get a costly direct mail piece?
    Even though we know that 71% of all WOM takes place face to face, online behavior is a proxy for offline word of mouth.
    OPPORTUNITY: TEST Diff’t CONCEPTS FOR VERY LOW COST
    We’ll take a look at a few examples of what’s working in reuse Web 2.0 marketing.
  • What the study didn’t highlight as much, was that “other content” still makes up around 30% of all online traffic. Other content contains to a large amount traffic from blogs and websites. Replacing your Facebook presence as your home base is something to avoid at all costs and a focus on a better funnel is more important than ever.
    http://blog.bufferapp.com/social-media-stats-studies
  • What the study didn’t highlight as much, was that “other content” still makes up around 30% of all online traffic. Other content contains to a large amount traffic from blogs and websites. Replacing your Facebook presence as your home base is something to avoid at all costs and a focus on a better funnel is more important than ever.
    http://blog.bufferapp.com/social-media-stats-studies
  • Caveat notes: If you follow me, you may read swearing, etc occasionally. Also, I can’t speak about policy, archiving, etc. but do have *some* insights
    Experts: way more time on their hands. Tell story about blog posts about doing social media right
  • TopMaster
  • Also come to understand that 10% of Americans tell the other 90% how to vote, where to eat and what to buy …
    On the Internet, the 1% Rule is at play. Varies by content.
    Lots more content consumers than creators which creates a Network Effect
    1% Rule
    For every 1 person who posts on a digital forum, at least 99 others view content but don’t leave a trail.
  • Our company offers a technology tools to reuse centers to manage and market their inventory online.
    Growing 15% / year
    3-5% sell online
  • TopMaster
  • Organizations– for-profit and non-profit -- in your community concerned with:
    Reuse
    Recycling
    Waste diversion
    Even consider some national organizations – even if only to stretch your thinking, repost and repurpose content you think would pass the “Cockatil Party Conversation” rule
    Earth911
    Unconsumption
    Entry must be submitted to local participating store between May 1, 2012 and August 31, 2012(extended to September 30, 2012!)
    The project must have been completed with the the last 12 months.
    Four before and after photos must accompany the submission. 
    A 250-word description of the project and materials used must also accompany the submission.
  • https://twitter.com/restore_habitat
    - follow lots
    - calls for donations
    - heavily populated 
    - frequency
    WHAT KIND OF STUFF ARE THOSE MOST SUCCESSFUL ON SOCIAL POSTING?Post stuff they carry in their store.
  • Free-standing vertical PALLET Herb Garden
  • http://www.habitat.org/blog/listing.aspx?page=7
  • Caveats
    If you use social media for your employer, ask permission & stay on message
    I don’t consider myself an expert – but I can celebrate -- and credit – others
  • 65 reuse center respondents:
    Three most important aspects of managing a successful reuse center are:
    Increasing donations (88%)
    Marketing to increase awareness among shoppers (54%)
    Processing and stocking donations (26%)
    The average number of items posted online per month incluces:
    Up to 10 items (31% of respondents)
    10 to 25 items (29%)
    25 to 50 items (26%)
    50 to 100 items (12%)
    More than 100 items (2%)
  • 65 reuse center respondents:
    Three most important aspects of managing a successful reuse center are:
    Increasing donations (88%)
    Marketing to increase awareness among shoppers (54%)
    Processing and stocking donations (26%)
    The average number of items posted online per month incluces:
    Up to 10 items (31% of respondents)
    10 to 25 items (29%)
    25 to 50 items (26%)
    50 to 100 items (12%)
    More than 100 items (2%)
  • Caveats
    If you use social media for your employer, ask permission & stay on message
    I don’t consider myself an expert – but I can celebrate -- and credit – others
  • External Apps Overview:
    Hootsuite & Posterous
    TweetDeck, Tweetie, etc
    Selective Twitter for Facebook (#fb)
    URL Shortners (http://bit.ly)
    And many others …
    MANY applications can help you do this
  • TWITTER: PERSONAL & PROFESSIONAL
    - Listen
    - Talk
    -talk about each element of page
    This is online representation of Twitter. However, there are many different “clients” for Twitter
  • Caveats
    If you use social media for your employer, ask permission & stay on message
    I don’t consider myself an expert – but I can celebrate -- and credit – others
  • Our company offers a technology tools to reuse centers to manage and market their inventory online.
    Growing 15% / year
    3-5% sell online
  • We assume that the ratio of donations to engagements can be used to assume how many people engaged will act further, i.e. the number of donors that receive the email who will post the link to Facebook
    Every time they get someone to do something they gain a specific ratio of tons, sales and donations You can track what people do, you cannot track awareness From a base number of engagements approximately X% will engage further It doesn't matter if overlap of individuals, we are counting Actions/engagements not # of people reached Exponential Growth year over year
  • 2013 Reuse Alliance Master Reuser Certification Program Social Media Marketing Module

    1. 1. May 22, 2013 © Reuse Alliance 1 Social Web 101 Willow Lundgren Partner + Chief Strategy Officer Sarah Rendo Community + Communications
    2. 2. © Reuse Alliance 2 WOM has more than TWICE the influence of B2B Advertising, Direct Mail, or Press Coverage WORD OF MOUTH = TRUST May 22, 2013
    3. 3. © Reuse Alliance 3 Give People a REASON to TALK… …make it EASY to tell others CONVERSATIONS = SOCIAL CURRENCY May 22, 2013
    4. 4. © Reuse Alliance 4 Think about what WOM participants VALUE SOCIAL (MEDIA) PSYCHOLOGY May 22, 2013
    5. 5. © Reuse Alliance 5 Make FRIENDS… Turn Friends into SHOPPERS and DONORS… Turn SHOPPERS and DONORS into EVANGELISTS ULTIMATE GOAL May 22, 2013
    6. 6. © Reuse Alliance 6 REACH 82percent of the world’s online population reached by social networks May 22, 2013
    7. 7. © Reuse Alliance 7 20percent of time online spent on social networks Source: ComScore TIME May 22, 2013
    8. 8. © Reuse Alliance 8 TRUST 70percent trust friends Source: ComScore May 22, 2013
    9. 9. © Reuse Alliance 9 Social media puts socializing and marketing together. You can interact with ‘followers,’ ‘friends,’ ‘fans,’‘likers,’etc. SOCIAL HAS FOREVER CHANGED MARKETING May 22, 2013
    10. 10. © Reuse Alliance 10 Source:Andy Sernovitz,Word of Mouth Marketing: How Smart Companies Get PeopleTalking. THE 5 T’s OF WORD OF MOUTH May 22, 2013
    11. 11. © Reuse Alliance 11 10% Americans influence the other 90% TALKERS: DISPROPORTIONATE DIGITAL INFLUENCE May 22, 2013
    12. 12. May 22, 2013 © Reuse Alliance 12 Mavens – 20% of online influencers. Post very frequently and get their social worth from knowing and sharing Networked Opinion Formers – the other 80% of the online people looking for information Offline word of mouth. Get many of their opinions from their online friends because of the network effect TALKERS: NETWORK EFFECT
    13. 13. © Reuse Alliance 13 TALKERS: REUSE CENTER FAMILIARITY May 22, 2013
    14. 14. © Reuse Alliance 14 Source:Andy Sernovitz,Word of Mouth Marketing: How Smart Companies Get PeopleTalking. TALKERS: WHO ARE YOURS? • Value conscious? • Eco conscious? • Mission driven? • DIY/crafters? • Historic homeowners? • Material manufacturers, installers? May 22, 2013
    15. 15. © Reuse Alliance 15 TALKERS: COMMUNITIES May 22, 2013
    16. 16. © Reuse Alliance 16 Source:Andy Sernovitz,Word of Mouth Marketing: How Smart Companies Get PeopleTalking. THE 5 T‘S OF WORD OF MOUTH May 22, 2013
    17. 17. © Reuse Alliance 17 TOPICS: DIVERSITY May 22, 2013
    18. 18. © Reuse Alliance 18 TOPICS: SILLY May 22, 2013
    19. 19. 19 TOPICS: STORY IS THE REUSE ECONOMY’S SECRET SAUCE “When you buy from an independent craftsman…you gain the opportunity to live with an object that has a story.” - Jared Spool May 22, 2013
    20. 20. © Reuse Alliance 20 Source:Andy Sernovitz,Word of Mouth Marketing: How Smart Companies Get PeopleTalking. THE 5 T’s OF WORD OF MOUTH May 22, 2013
    21. 21. © Reuse Alliance 21 – Social Network system (lots of options) – Connect & share information with others – Microblog “tweet” updates <140 char) – Share thoughts, articles, reuse ideas, events/sales, workshops, blog posts, etc. TOOLS: SOCIAL MEDIA May 22, 2013
    22. 22. © Reuse Alliance 22 Social sites reuse centers use most to increase online awareness: 89% 80% store website 63% 35% 23% TOOLS: SOCIAL MEDIA & REUSE May 22, 2013
    23. 23. © Reuse Alliance 23 Average number items posted online / month: Up to 10 items 31% 10 to 25 items 29% 25 to 50 items 26% 50 to 100 items 12% 100+ items: 2% TOOLS: INVENTORY MARKETING May 22, 2013
    24. 24. © Reuse Alliance 24 TOOLS: INVENTORY MARKETING May 22, 2013
    25. 25. © Reuse Alliance 25 TIME-SAVING PUBLISHING TOOLS Time-pressed? Link them! •Feed Twitter posts to your Facebook Page, LinkedIn, blog or website •Add stories, images, video in one place/Share across multiple social sites •Schedule posts •Track results May 22, 2013
    26. 26. © Reuse Alliance 26 Source:Andy Sernovitz,Word of Mouth Marketing: How Smart Companies Get PeopleTalking. THE 5 T’s OF WORD OF MOUTH May 22, 2013
    27. 27. © Reuse Alliance 27 PERSONAL TWITTER: Listen May 22, 2013
    28. 28. © Reuse Alliance 28 PERSONAL TWITTER: Speak May 22, 2013
    29. 29. © Reuse Alliance 29 TWITTER @PlanetReuse May 22, 2013
    30. 30. © Reuse Alliance 30 TWITTER: @/PlanetReuseMrkt May 22, 2013
    31. 31. © Reuse Alliance 31 TAKE PART: PERSONALITY Habicat May 22, 2013
    32. 32. © Reuse Alliance 32 TAKE PART: CUSTOMER CARE May 22, 2013
    33. 33. © Reuse Alliance 33 DOING TWITTER WELL • Find/follow/recognize stakeholders • RT or “Retweet” • DM or Direct Message • Hashtag # • Respond to questions • Report news, jobs • Shorten URLs (tinyurl) • Make connections May 22, 2013
    34. 34. © Reuse Alliance 34 • Create a “page” just for your reuse organization • Create an event and share with friends • Post photos • Tell stories • Ask questions • Run – or reuse -- contests DOING FACEBOOK WELL May 22, 2013
    35. 35. © Reuse Alliance 35 3 Shelf life in hours of posts are relevant on Facebook &Twitter [Source: bitly] 119 Max number of characters 3 Shelf life in hours of posts are relevant on Facebook &Twitter [Source: bitly] 3 Shelf life in hours of posts are relevant on Facebook &Twitter [Source: bitly] TIPS & TRICKS May 22, 2013
    36. 36. © Reuse Alliance 36 TIPS & TRICKS May 22, 2013
    37. 37. © Reuse Alliance 37 Source:Andy Sernovitz,Word of Mouth Marketing: How Smart Companies Get PeopleTalking. THE 5 T’s OF WORD OF MOUTH May 22, 2013
    38. 38. © Reuse Alliance 38 • Digital social is here to stay • If you’re thinking “someone must have already thought of that,” you’re probably right. If something stumps you, Google it! • Reuse content from Facebook,Twitter, YouTube and Pinterest • Remember the Rule of Reciprocity • Read “getting started” withTwitter, Facebook articles to discover uses far beyond what you imagine now SOCIAL MEDIA – TRY IT! May 22, 2013
    39. 39. © Reuse Alliance 39 • Engagements per year: 18,200 – Donor list: 8,400 – E-mail list: 5,000 – Other: 4,800 • Business metrics (Actual): – Tons diverted: 2,800 (.15 tons per engagement) – Total sales: 1,624,000 ($89 sales per engagement) – Total donations: 8,000 (.43 donations per engagement) • Consider the Facebook factor: – Number of donors to post link: 3,516 – Avg. Facebook user has 130 friends: 457,142 – Assume 1% utilize discount code: 4,571 CAN SOCIAL MEDIA TRANSFORM REUSE? Actual: – Total engagements: 18,200 – Tons diverted: 2,800 – Sales: 1,624,000 – Donations: 8,000 Projected (w/Facebook) – Engagements: 22,771 – Tons diverted: 3,503 – Sales: 2,031,912 – Donations: 10,009 Let’s Do the Math … for a Reuse Center: May 22, 2013
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