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  • That’s a question I get a lot, especially considering that my name is not Max Gladwell. In fact, it’s not a name or even a pen name. The short answer to this question is that it’s intended to represent an ideal. Max Gladwell is the heroic ideal of the social entrepreneur. The entrepreneur who wants to change the world for good.
  • We’re here at Opportunity Green to explore the mega trend of sustainability and green living. John Doerr of Kleiner Perkins calls it the greatest economic opportunity of the 21st century. But there is another trend that is equally compelling in terms of its transformational power: social media. When you integrate them, the power is exponential.
  • This space has exploded over the past year. Most of these launched in 2008. But the reality is that any company or nonprofit can use social media. The big question is how?
  • Creators : Publish a blog, Upload video you created (YouTube), write Wikipedia entries Critics : Yelp, Comment on blogs, Forums, Edit Wikipedia articles Collectors : RSS feeds, “Vote” for Digg Joiners : Facebook, LinkedIn Spectators : Read blogs, Watch YouTube videos, Inactives : None of the above
  • 75% of all online adults are on the social web, and the rate of participation from 2007 to 2008 shows a clear tipping point. Your customers and stakeholders are on the social web. This is Web 2.0 but it’s also Advertising 2.0, PR 2.0, Customer Service 2.0, Product Development 2.0, Risk Management 2.0, and Leadership 2.0.
  • Advanta is the largest providers of business credit cards to small businesses. As you can guess, though, the competition is pretty fierce in this space. So two years ago, Advanta formed an Innovation Team.
  • Creators, Critics, Collectors. Partly Joiners. Not Spectators.
  • Critics, Collectors, Joiners, Spectators. Not Creators.

Rob Reed Rob Reed Presentation Transcript

  •  
  • SOCIAL MEDIA GREEN LIVING
  • THE NEXUS OF SOCIAL MEDIA & GREEN LIVING
  • Creators Critics Collectors Joiners Spectators Inactives FORESTOR SOCIAL TECHNOGRAPHICS
    • How are people are using social media technologies?
    • What are people doing on the social web?
    • How is your target market using the social web?
    • Where can you build or add value to your product or service?
    • Which social media tools or channels are right for your business?
  • 2008 MARKS THE TIPPING FOR SOCIAL MEDIA “ It will soon be no more remarkable that your grandmother reads a blog than that she reads email.” --Josh Bernoff, Forester Research Spectators grew by 21% Inactives dropped by 19%
  • Advanta Bank Corp. THE INNOVATION ECONOMY
  • SOCIAL MEDIA MARKETING
    • Company: Advanta
    • Target market : Small business owners/entrepreneurs
    • Objective : Reach younger, tech-savvy consumers
    • Platform : Business Idea Community
    • Incentive : $10,000 prize for monthly winner
    • Launched : Sept 2007
  • IDEABLOB RESULTS
    • 4,000 Ideablob Ideas Posted to Date
    • 80,000 Registered Users
    • 600,000 Unique Visitors
    • 3 Million Pageviews
    • 35% of Ideablob Ideas are either Socially Aware or Green
    • 75% of Winners have been Socially Aware or Green
    • Take-Aways
    • Business ideas on young people’s minds tend to have social benefits.
    • People are more likely to support social entrepreneurship with their votes.
    • Company: Advanta
    • Target market : Small business owners/entrepreneurs
    • Objective : Engage small business owners & entrepreneurs in cause marketing
    • Platform : Credit card & online community/blog
    • Incentive : Branded credit card and competitive advantage
    • Launched : 2008
    SOCIAL MEDIA CAUSE MARKETING “ 79% of consumers said if price and quality were similar, they would switch to a brand associated with a good cause.” 2008 Cone Cause Evolution Study
  • [email_address] MEDIA MAXWELL