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Using Social Media for Low Carbon Economy
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Using Social Media for Low Carbon Economy

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A presentation made to university students on a clean production class.

A presentation made to university students on a clean production class.

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  • 1. Using Social Media forLow Carbon Economy Marc CHOW Director, Internet Marketing @ TreeBread.com
  • 2. Agenda1. Participating the low carbon economy with a web presence2. 6 types of advocacy websites suitable for low carbon theme3. Who cares?4. Explain social media and its role5. Use of social media in team setting
  • 3. Meet Marc CHOW• Building engineer by training• Worked 5-year as a management consultant on regional executive search• Ventured into e-Business full time since 2000• eBay Platinum Power Seller in 2003• Founded Jaccofashion.com in 2008 retailing ladies fashion clothes online – among Asian Top-3 e-shops in that niche, on ZERO $$ marketing budget
  • 4. Typical Participants in an Economy1. Researchers2. Public policy makers3. Buyers4. Sellers5. Intermediates
  • 5. Who Knows What You are Doing or Wanting?• Researchers • Mass communications via• Public policy conventional media makers (TV, radio, papers…)• Buyers • Niche• Sellers communications via• Intermediates personal networks and organizational affiliates
  • 6. Make a Web Presence• Mass • It can be made communications via to serve EITHER conventional media or BOTH goals (TV, radio, papers…) • It is much• Niche cheaper to communications via create and to personal networks maintain in long and organizational term affiliates
  • 7. 6 Types of Low Carbon Advocacy Websites Type Target Audience Advocacy Goal Typical UserCalculators and Peer- Individuals, employees Motivation for NGOs, Cost-centerRanking and virtual personal action communitiesCustomer Tools for Consumers New consumption Commercial, Profit-New Lifestyle patterns centerPeer-to-Peer Technological hobbyist Knowledge exchange Cost- or Profit- centerKnowledge SharingPeer-to-Peer Activation Active citizens, local Local initiatives and Cost- or Profit- centerand Inspiration communities networksScaling Up Project Local communities and Evidence of collective NGOs, Cost-centerIdeas of Change NGOs impact and betterMakers quality of activist actionsLobby Tools Politically interested Macro level political Pressure groups, citizens pressure Political parties
  • 8. Calculators & Peer-Ranking: 1010global.org
  • 9. Calculators & Peer-Ranking: 1010global.org
  • 10. Calculators & Peer-Ranking: many more Type Target Audience Advocacy Goal Typical UserCalculators and Peer- Individuals, employees Motivation for NGOs, Cost-centerRanking and virtual personal action communities
  • 11. Customer Tools for New Lifestyle: dopplr.com
  • 12. Customer Tools for New Lifestyle: C2C Recycling Type Target Audience Advocacy Goal Typical UserCustomer Tools for Consumers New consumption Commercial, Profit-New Lifestyle patterns center
  • 13. Peer-to-Peer Knowledge Sharing: appropedia.org
  • 14. Peer-to-Peer Knowledge Sharing Type Target Audience Advocacy Goal Typical UserPeer-to-Peer Technological hobbyist Knowledge exchange Academy, Associations,Knowledge Sharing Cost- or Profit- center
  • 15. Peer-to-Peer Activation and Inspiration: transitionnetwork.org
  • 16. Peer-to-Peer Activation and Inspiration and others: More available in Europe Type Target Audience Advocacy Goal Typical UserPeer-to-Peer Activation Active citizens, local Local initiatives and Cost- or Profit- centerand Inspiration communities networksScaling Up Project Local communities and Evidence of collective NGOs, Cost-centerIdeas of Change NGOs impact and betterMakers quality of activist actionsLobby Tools Politically interested Macro level political Pressure groups, citizens pressure Political parties
  • 17. Lobby Tools Type Target Audience Advocacy Goal Typical UserLobby Tools Politically interested Macro level political Pressure groups, citizens pressure Political parties
  • 18. Who Cares?
  • 19. Sustainable Activities + Mass Communication
  • 20. Part I Summery• Creating a web presence is themost cost effective way toparticipate in the low carboneconomy• There are few differentapproaches in defining purpose ofyour low carbon website, verymuch depending on your targetaudience and corporate goals• Once your created your webpresence, care about its usageand sustainability
  • 21. Sustainable Activities + Mass Communication
  • 22. Sustainable Activities + Mass Communication Social Media is the answer forCost Effective Communication
  • 23. Define “Social Media” “Social News” “Social Networking” “Social Content” “Social Media Marketing” “Social Media Management” “Digital Marketing” “Internet“SEO (Search Engine Marketing” “Web 2.0”Optimization)” “SEM (SearchEngine Marketing)”
  • 24. Social MediaConversations Communities
  • 25. It’s anywhere people are having conversationsNot controlled :: Not organized :: Not structured Sometimes scary :: Sometimes honest
  • 26. Behavior Change
  • 27. … Our thoughts become words online. Over time, it is how weput our words into action that establishes our character… thatpaves the way for relationships and opportunities.
  • 28. Time spent onlineSource: http://www.edisonresearch.com/home/archives/2010/04/the_infinite_dial_2010_use_of_social_media_explodes.phphttp://www.edisonresearch.com/home/archives/Q3%20Media%20Perceptions%20-%20large%20slides%20_2_.pdfPeople are creating and selecting their own content  Web 2.0  User-Generated-Content (UGC)
  • 29. A Firmed and Growing Market
  • 30. We’ve alwaysbeen sociable... ...but now it’s scalable.
  • 31. Part II Summery• Social media is about conversations andcommunities.• Social media is the most cost effective meansto manage people conversations and onlinecommunities.• Adoption of social media for business is agrowing trend. It will go only bigger and neverreturns, because: 1. People are spending more and more time online. 2. Companies are shifting marketing/PR spend online from conventional channels, so to capture shift of the above change. 3. More money is spending on the market, more service will be developed.
  • 32. What if I ignore the social media? … it can be disastrous, and costmuch more to recover.
  • 33. Use of Social Media• Don’t ignore its influential power• Use it - Take advantage of its influential power to create sustainable traffic to your web properties• Use it wisely
  • 34. Vitalization of Web Properties Content is King. Traffic is Queen. Married they give birth of Princes & Princesses namedProsperity, Prospects, Leads, Customers and Sales.
  • 35. Key Success Factors• Vitalization of yourweb properties bycreating sustainabletwo-waycommunications• Sustainable teamwork process
  • 36. Social Media Tools .com eDM Market Presense Market Presense Market Presense Market Home base Social Media Conversations Intelligence awebermailchimp madmimiwordpress genoo hubspot eloqua marketo socialcastsproutsocial hootsuite google compete
  • 37. Sproutsocial
  • 38. SproutsocialSocial conversations are made here
  • 39. Sproutsocial
  • 40. Sproutsocial
  • 41. Sproutsocial
  • 42. Social Business Budgeting
  • 43. Part III Summary• Use social media for sustainable usage ofyour web properties wisely.• Content is King. Traffic is Queen. Marriedthey get you to your community goals.• Social media drives traffic to your ownwebsite.• Conversations on social media and your own website can bedone by team work.
  • 44. Conclusion1. Participating the low carbon economy with a web presence is cost effective for largest possible influence.2. 6 types of advocacy websites suitable for low carbon theme. Define your audience and goals leading to a best fit selection.3. Who cares? You need to be proactive for a sustainable usage of your web properties4. Social media is the most cost effective way to create sustainable web presence5. There are quite a few social media tools for easy conversation management in team setting