San Francisco April, 2010




SOCIAL MEDIA
for Sustainable Business
       by JoeyShepp.com
ABOUT THE PRESENTER

    Joey Shepp
•   Principal at Earthsite
    New Media for Sustainable Brands

•   Professional Spea...
ROADMAP
1. Trends       •   Lots of Content

2. Principals   •   Presentation Available Online

3. Stories      •   Questi...
SOCIAL MEDIA TRENDS
WHAT IS SOCIAL MEDIA?

• Social   Networking
• Online Video

• Blogging

• Ratings/Reviews

• Sharing   Content
79% OF AMERICAN ADULTS
   Used the Internet in 2009
                           source
FOUR OUT OF FIVE
      NEW MEDIA USERS
interact with companies and brands online
                                 source
TWO-THIRDS OF AMERICAN
   NEW MEDIA USERS
    Feel they can influence business
  practices by voicing opinions online.

   ...
WHAT PEOPLE WANT
          FROM BUSINESSES
• 85%   what’s in products and how they’re made

• 83%   additional details abo...
10 SOCIAL MEDIA PRINCIPLES
1
STARTS WITH LISTENING
2
     COMMUNITY,
    NOT CONSUMERS
3
    SOCIAL CURRENCY
4
       RADICAL
    TRANSPARENCY
5
    MANY TO MANY
6
    ACCOUNTABILITY
         AND
      REPUTATION
7
    REAL TIME
8
    ENGAGEMENT AND
      INTERACTION
9
    PERSONALIZED
10
 HYPER-LOCALIZATION
SOCIAL MEDIA IS DIFFERENT
   Old School     New School
      B2C             C2C
    Top Down       Bottom Up
     Closed ...
SOCIAL MEDIA IS PERFECT
  FOR SUSTAINABLE BUSINESS
• SustainableBusinesses have
 an authentic story

• SustainableBusiness...
SOCIAL MEDIA
    stories
SPEAKER VIDEOS
 Green Festival TV and Radio
 200+ Free Podcasts Released
VOLUNTEER MEDIA TEAM
      200+ Volunteers Across 5 Cities
  Video, Photo, Blogging, and Twitter Teams
THE GREENS
  ARE ON
 FACEBOOK
     6,000+ Fans
60+ Interactions/Week
THE GREENS
   ARE ON
TWITTER TOO
 360+ Tweets mentioning
     Green Festival
       in 24 hours
#GREENFEST
 TWEETUP

 70 RSVPS
JEFFREY
HOLLENDER
What the world needs is...
 "Media mavens who can
leverage social media into
     political change."
INTEGRATED
  WEBSITE
 Social Media “Hub”
CEO BLOG
The Inspired Protagonist
THOUGHT
 LEADER
JeffHollender.com
YOUTUBE
November, 2009: 20,000 views
  April, 2010: 50,000 views
FACEBOOK
November, 2009: 20,000 Fans
  April, 2010: 60,000 Fans
November, 2009: 11,000+ Followers
TWITTER   April, 2010: 16,000+ Followers
OUT OF THE BOX THINKING

• Crowd-sourcing a
 CSR best-practices book

• Comment   on CSR report,
 winning ideas win $$$

•...
CONSUMER ACTIVISM
BEST JOB IN
    THE WORLD
    Australia's Tourism Bureau


•   Objective: Create international
    awareness of the island...
RESULTS
INTERNATIONAL
AWARENESS
• 35,000 people applied from 201
 countries, 16 finalists.

• International press attention...
SOCIAL MEDIA FOR
MICROENTERPRISE
    A Twitter Love Story
Curtis Kimball:
“HOW’D YOU HEAR ABOUT ME?”
BUILD A
FOLLOWING
 And quit your day job


10,000+ twitter followers
  200+ reviews on yelp
LATEST
 TWEETS
 Location & Flavors
Constantly Changing
SOCIAL MEDIA HOW TO
ONLINE MARKETING

  Website         Social Media     Advertising


                  Conversations
    Brand
             ...
SKILLS OF SOCIAL MEDIA
1. Strategy
2. Moderation
3. Blogging and Writing Skills
4. Creative and Production
5. Technical We...
RESOURCES NEEDED

Phase/Size        Corporate            Small Biz         Do it yourself

                               ...
NEW MEASUREMENTS
Advertisement    Conversation


 Paid Per View   Free / Sharing


  Page View      Social Action


  One ...
KEY METRICS
• Focus   on Interactions
• Measure   Before and After
• Accumulate    Social Capital




                    ...
GO FURTHER
   Resources
@joeyshepp | joeyshepp.com
@earthsite | earthsite.net
TWEET YOUR QUESTIONS
@JoeyShepp YOUR QUESTION #GreenFest
This work is licensed under the Creative
   Commons Attribution-Noncommercial-
    Share Alike 3.0 United States License.
...
Social Media for Sustainable Business by @JoeyShepp
Social Media for Sustainable Business by @JoeyShepp
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Social Media for Sustainable Business by @JoeyShepp

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Social Media principles align with Sustainable Business principles. In this presentation, learn an overview of social media, how it is changing the face of media, and how Sustainable Business is perfectly positioned to take advantage of this disruptive technology.

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Social Media for Sustainable Business by @JoeyShepp

  1. 1. San Francisco April, 2010 SOCIAL MEDIA for Sustainable Business by JoeyShepp.com
  2. 2. ABOUT THE PRESENTER Joey Shepp • Principal at Earthsite New Media for Sustainable Brands • Professional Speaker on the topics of New Media and Sustainable Business. • More at http://www.JoeyShepp.com
  3. 3. ROADMAP 1. Trends • Lots of Content 2. Principals • Presentation Available Online 3. Stories • Questions at the End 4. How To
  4. 4. SOCIAL MEDIA TRENDS
  5. 5. WHAT IS SOCIAL MEDIA? • Social Networking • Online Video • Blogging • Ratings/Reviews • Sharing Content
  6. 6. 79% OF AMERICAN ADULTS Used the Internet in 2009 source
  7. 7. FOUR OUT OF FIVE NEW MEDIA USERS interact with companies and brands online source
  8. 8. TWO-THIRDS OF AMERICAN NEW MEDIA USERS Feel they can influence business practices by voicing opinions online. source
  9. 9. WHAT PEOPLE WANT FROM 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
  10. 10. 10 SOCIAL MEDIA PRINCIPLES
  11. 11. 1 STARTS WITH LISTENING
  12. 12. 2 COMMUNITY, NOT CONSUMERS
  13. 13. 3 SOCIAL CURRENCY
  14. 14. 4 RADICAL TRANSPARENCY
  15. 15. 5 MANY TO MANY
  16. 16. 6 ACCOUNTABILITY AND REPUTATION
  17. 17. 7 REAL TIME
  18. 18. 8 ENGAGEMENT AND INTERACTION
  19. 19. 9 PERSONALIZED
  20. 20. 10 HYPER-LOCALIZATION
  21. 21. SOCIAL MEDIA IS DIFFERENT Old School New School B2C C2C Top Down Bottom Up Closed Open Print Media Digital Media One to Many Many to Many Privacy Transparency Advertisement Conversation
  22. 22. SOCIAL MEDIA IS PERFECT FOR SUSTAINABLE BUSINESS • SustainableBusinesses have an authentic story • SustainableBusinesses are fine with transparency • Social & environmental responsibility is what community wants to hear
  23. 23. SOCIAL MEDIA stories
  24. 24. SPEAKER VIDEOS Green Festival TV and Radio 200+ Free Podcasts Released
  25. 25. VOLUNTEER MEDIA TEAM 200+ Volunteers Across 5 Cities Video, Photo, Blogging, and Twitter Teams
  26. 26. THE GREENS ARE ON FACEBOOK 6,000+ Fans 60+ Interactions/Week
  27. 27. THE GREENS ARE ON TWITTER TOO 360+ Tweets mentioning Green Festival in 24 hours
  28. 28. #GREENFEST TWEETUP 70 RSVPS
  29. 29. JEFFREY HOLLENDER What the world needs is... "Media mavens who can leverage social media into political change."
  30. 30. INTEGRATED WEBSITE Social Media “Hub”
  31. 31. CEO BLOG The Inspired Protagonist
  32. 32. THOUGHT LEADER JeffHollender.com
  33. 33. YOUTUBE November, 2009: 20,000 views April, 2010: 50,000 views
  34. 34. FACEBOOK November, 2009: 20,000 Fans April, 2010: 60,000 Fans
  35. 35. November, 2009: 11,000+ Followers TWITTER April, 2010: 16,000+ Followers
  36. 36. OUT OF THE BOX THINKING • Crowd-sourcing a CSR best-practices book • Comment on CSR report, winning ideas win $$$ • Give Away on Mommy Blogs • Downloadable Coupons within Community
  37. 37. CONSUMER ACTIVISM
  38. 38. BEST JOB IN THE WORLD Australia's Tourism Bureau • Objective: Create international awareness of the islands of the Great Barrier Reef • Job: 6 month contract, caretaker of the island, write a weekly blog. • Rules: Submit 60 sec video
  39. 39. RESULTS INTERNATIONAL AWARENESS • 35,000 people applied from 201 countries, 16 finalists. • International press attention • 8 million visitors to website.
  40. 40. SOCIAL MEDIA FOR MICROENTERPRISE A Twitter Love Story
  41. 41. Curtis Kimball: “HOW’D YOU HEAR ABOUT ME?”
  42. 42. BUILD A FOLLOWING And quit your day job 10,000+ twitter followers 200+ reviews on yelp
  43. 43. LATEST TWEETS Location & Flavors Constantly Changing
  44. 44. SOCIAL MEDIA HOW TO
  45. 45. ONLINE MARKETING Website Social Media Advertising Conversations Brand Referrals Content Search Ads Sharing Registrations Display Ads Ratings Social Widgets Affiliates Reviews Contact Social Networks
  46. 46. SKILLS OF SOCIAL MEDIA 1. Strategy 2. Moderation 3. Blogging and Writing Skills 4. Creative and Production 5. Technical Web Development 6. Targeted Advertising 7. Search Engine Optimization 8. Analytics and Monitoring
  47. 47. RESOURCES NEEDED Phase/Size Corporate Small Biz Do it yourself Workshops and 1. Strategy Hire Consultant Webinars Read Blogs Marketing Role 2. Setup Hire Agency Self-Teaches Self-Setup Hire Dedicated Marketing Role 30 minutes 3. Maintenance Social Media part time on Social per day Manager Media
  48. 48. NEW MEASUREMENTS Advertisement Conversation Paid Per View Free / Sharing Page View Social Action One Time Accumulates
  49. 49. KEY METRICS • Focus on Interactions • Measure Before and After • Accumulate Social Capital Source: Augustine Fou, ClickZ, Feb 11, 2009
  50. 50. GO FURTHER Resources
  51. 51. @joeyshepp | joeyshepp.com @earthsite | earthsite.net
  52. 52. TWEET YOUR QUESTIONS @JoeyShepp YOUR QUESTION #GreenFest
  53. 53. This work is licensed under the Creative Commons Attribution-Noncommercial- Share Alike 3.0 United States License. To view a copy of this license, visit http://creativecommons.org/ licenses/by-nc-sa/3.0/us/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
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