Using Social Media         forLow Carbon Economy                   Marc CHOW   Director, Internet Marketing              @...
Agenda1. Participating the low   carbon economy with a   web presence2. 6 types of advocacy   websites suitable for low   ...
Meet Marc CHOW•   Building engineer by training•   Worked 5-year as a management    consultant on regional executive searc...
Typical Participants in an Economy1. Researchers2. Public policy   makers3. Buyers4. Sellers5. Intermediates
Who Knows What You are Doing or Wanting?• Researchers       • Mass                      communications via• Public policy ...
Make a Web Presence• Mass                    • It can be made  communications via        to serve EITHER  conventional med...
6 Types of Low Carbon Advocacy Websites         Type               Target Audience          Advocacy Goal              Typ...
Calculators & Peer-Ranking: 1010global.org
Calculators & Peer-Ranking: 1010global.org
Calculators & Peer-Ranking: many more        Type              Target Audience           Advocacy Goal       Typical UserC...
Customer Tools for New Lifestyle: dopplr.com
Customer Tools for New Lifestyle: C2C Recycling        Type           Target Audience     Advocacy Goal       Typical User...
Peer-to-Peer Knowledge Sharing: appropedia.org
Peer-to-Peer Knowledge Sharing       Type             Target Audience          Advocacy Goal          Typical UserPeer-to-...
Peer-to-Peer Activation and Inspiration: transitionnetwork.org
Peer-to-Peer Activation and Inspiration and others:                  More available in Europe         Type               T...
Lobby Tools        Type     Target Audience           Advocacy Goal            Typical UserLobby Tools    Politically inte...
Who Cares?
Sustainable Activities + Mass Communication
Part I Summery• Creating a web presence is themost cost effective way toparticipate in the low carboneconomy• There are fe...
Sustainable Activities + Mass Communication
Sustainable Activities + Mass Communication          Social Media       is the answer forCost Effective Communication
Define “Social Media”                               “Social News” “Social                        Networking” “Social Conte...
Social MediaConversations Communities
It’s  anywhere       people  are having conversationsNot controlled :: Not organized :: Not structured     Sometimes scary...
Behavior Change
… Our thoughts become words online. Over time, it is how weput our words into action that establishes our character… thatp...
Time spent onlineSource: http://www.edisonresearch.com/home/archives/2010/04/the_infinite_dial_2010_use_of_social_media_ex...
A Firmed and Growing Market
We’ve alwaysbeen sociable... ...but now it’s    scalable.
Part II Summery• Social media is about conversations andcommunities.• Social media is the most cost effective meansto mana...
What if I                 ignore the               social media? … it can be disastrous,  and costmuch more to  recover.
Use of Social Media• Don’t ignore its  influential power• Use it - Take  advantage of its  influential power to  create su...
Vitalization of Web Properties        Content is King. Traffic is Queen.             Married they give birth of           ...
Key Success Factors• Vitalization of yourweb properties bycreating sustainabletwo-waycommunications• Sustainable teamwork ...
Social Media Tools  .com         eDM   Market Presense   Market Presense   Market Presense     Market                     ...
Sproutsocial
SproutsocialSocial conversations are made here
Sproutsocial
Sproutsocial
Sproutsocial
Social Business Budgeting
Part III Summary• Use social media for sustainable usage ofyour web properties wisely.• Content is King. Traffic is Queen....
Conclusion1. Participating the low carbon   economy with a web presence   is cost effective for largest   possible influen...
Using Social Media for Low Carbon Economy
Using Social Media for Low Carbon Economy
Using Social Media for Low Carbon Economy
Using Social Media for Low Carbon Economy
Using Social Media for Low Carbon Economy
Using Social Media for Low Carbon Economy
Using Social Media for Low Carbon Economy
Using Social Media for Low Carbon Economy
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Using Social Media for Low Carbon Economy

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Using Social Media for Low Carbon Economy

  1. 1. Using Social Media forLow Carbon Economy Marc CHOW Director, Internet Marketing @ TreeBread.com
  2. 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. 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. 4. Typical Participants in an Economy1. Researchers2. Public policy makers3. Buyers4. Sellers5. Intermediates
  5. 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. 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. 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. 8. Calculators & Peer-Ranking: 1010global.org
  9. 9. Calculators & Peer-Ranking: 1010global.org
  10. 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. 11. Customer Tools for New Lifestyle: dopplr.com
  12. 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. 13. Peer-to-Peer Knowledge Sharing: appropedia.org
  14. 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. 15. Peer-to-Peer Activation and Inspiration: transitionnetwork.org
  16. 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. 17. Lobby Tools Type Target Audience Advocacy Goal Typical UserLobby Tools Politically interested Macro level political Pressure groups, citizens pressure Political parties
  18. 18. Who Cares?
  19. 19. Sustainable Activities + Mass Communication
  20. 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. 21. Sustainable Activities + Mass Communication
  22. 22. Sustainable Activities + Mass Communication Social Media is the answer forCost Effective Communication
  23. 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. 24. Social MediaConversations Communities
  25. 25. It’s anywhere people are having conversationsNot controlled :: Not organized :: Not structured Sometimes scary :: Sometimes honest
  26. 26. Behavior Change
  27. 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. 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. 29. A Firmed and Growing Market
  30. 30. We’ve alwaysbeen sociable... ...but now it’s scalable.
  31. 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. 32. What if I ignore the social media? … it can be disastrous, and costmuch more to recover.
  33. 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. 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. 35. Key Success Factors• Vitalization of yourweb properties bycreating sustainabletwo-waycommunications• Sustainable teamwork process
  36. 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. 37. Sproutsocial
  38. 38. SproutsocialSocial conversations are made here
  39. 39. Sproutsocial
  40. 40. Sproutsocial
  41. 41. Sproutsocial
  42. 42. Social Business Budgeting
  43. 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. 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

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