Fall 2010                           RefreshSOCIAL MEDIAfor Sustainable Business       by JoeyShepp.com
ABOUT THE PRESENTER    Joey Shepp•   Principal at Earthsite    New Media Agency for Sustainable Brands•   Technology Thera...
ROADMAP1. Trends         • Lots of Content, Move Quickly2. Principals     • Presentation Available Online3. Applications  ...
WHAT IS SOCIAL MEDIA?• Social   Networking• Online Video• Blogging• Ratings/Reviews• Sharing   Content
THE NEW MARKETING        LANDSCAPE• Earned Media  (Public Relations)• Owned Media  (Website)• Advertising  (Paid)• Social ...
SOCIAL MEDIA TRENDS
INTERNET TO SURPASS 2 BILLION USERS THIS YEAR• 30%of the world population by end of this year• Developed Countries: 71% De...
92% OF U.S. TODDLERS  HAVE ONLINE PRESENCE                                ~from security firm AVGThe vast majority of child...
THE AVERAGE MOBILE PHONE TEENAGER SENDS 3,339 TEXTS PER MONTH     Teen females send an incredible 4,050 texts per month,  ...
FOUR OUT OF FIVE      NEW MEDIA USERSinteract with companies and brands online                                 source
BELIEF THAT SOCIAL MEDIAPROVIDES AN OPPORTUNITY TOREACH NEW CUSTOMERSMiresBall and KRC Research interview Brand Marketers
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 about l...
SOCIAL MEDIA IS PERFECT  FOR SUSTAINABLE BUSINESS                               Openness       Authenticity• Sustainable  ...
10 SOCIAL MEDIA PRINCIPLES
1STARTS WITH LISTENING
2     COMMUNITY,    NOT CONSUMERS
3    SOCIAL CURRENCY
4       RADICAL    TRANSPARENCY
5    MANY TO MANY
6      REPUTATION         DRIVES    ACCOUNTABILITY
7    REAL TIME
8    ENGAGEMENT AND      INTERACTION
9    PERSONALIZED
10 HYPER-LOCALIZATION
THE MANY APPLICATIONS   OF SOCIAL MEDIA
STABILIZE BRAND VALUE  Give your Brand to your Customers
STABILIZE BRAND VALUE• Most Volatile Asset• Sentiment Analysis• Affects   Stock Prices
DIRECT SALESDeliver Value Directly to Customers
E-COMMERCE IS TRACKABLE• Referral   Source• Conversation   Rate
LEAD GENERATIONProduce Content that Inspires Curiosity to Learn More
SOLAR INSTALLATION LEAD      GENERATION
REFERRALSCustomer Sharing is Free and more Trusted
THE VALUE OF   SOCIAL MEDIA "SHARES" Eventbright Study• Facebook: $2.52• Twitter: $0.43• LinkedIn: $0.90• Email: $2.34
SPECIAL OFFERSMake your customer community special.
DELL OUTLET TWITTER     $3 million in sales in 2 years Cost only the salary of one employee.
CUSTOMER SUPPORTResponding to and fixing problems creates loyal customers
COMCAST CARESDedicated Twitter Account for Customer Support
CROWD SOURCING INNOVATION Draw innovation from your customer community.
STARBUCKS SPONSORS  ECOCUP CONTEST
LOCALIZATIONSocial Media allows for localization of brands, products and services
ENCOURAGE REGIONALINDEPENDENT SOCIAL MEDIA
INDEPENDENT   MEDIAList of WholeFoods Regional       Twitter Accounts
LOCALBENEFITS Special Offers withFoursquare Checkins
MICROFINANCEThe provision of financial services to low-income clients, who traditionally                lack access to bank...
KIVA.ORG  A total of 220,977 loans have been funded. The average loansize is $382.77. Its current repayment rate is 98.90%
KICKSTARTERGroupbuying meets Funding
$50,000 IN 48 HOURS
CSR COMMUNICATIONSTell your company’s responsibility story every day
SEVENTH GENERATIONCEO, JEFFREYHOLLENDERWhat the world needs is... "Mediamavens who can leverage social media into politica...
ENVIRONMENTAL IMPACTSocial Media is Reduces Environmental Footprint
SOCIAL MEDIA IS               SUSTAINABLE• Reduced Travel• Many     to Many Communications• Paperless   Office• Energy Use…...
SOCIAL GOODUse Social Media to Deliver Social Good
MILLION BABY CRAWL• Seventh Generation• Consumer Activism  Campaign• Toxic Chemical Policy  Reform
SOCIAL MEDIA HOW TO
ONLINE MARKETING  Website         Social Media     Advertising                  Conversations    Brand                    ...
SKILLS OF SOCIAL MEDIA1. Strategy2. Community Facilitating3. Blogging and Writing Skills4. Design, Creative and Production...
MEASURING       SOCIAL MEDIA ROI• Direct  (sales/lead gen)• Baseline: 6-12  month process• Brand Sentiment• Engagements
ENGAGEMENT AS THE BASIS FOR    SOCIAL CURRENCY• Responding• Engagement /  Participation• Sharing / Thanking• User Generate...
RESOURCES NEEDEDPhase/Size        Corporate            Small Biz         Do it yourself                                   ...
SOME RECOMMENDED           TOOLS                               Small/Medium                Individual                    E...
SOCIAL MEDIA IS DIFFERENT   Old School     New School      B2C             C2C    Top Down       Bottom Up     Closed     ...
Remember toSTAY HUMAN
GO FURTHER   Resources
@JoeyShepp | joeyshepp.com@Earthsite | earthsite.net@SocialGoodMedia
TWEET YOUR QUESTIONS@JoeyShepp YOUR QUESTION #PresidioMBA
This work is licensed under the Creative   Commons Attribution-Noncommercial-    Share Alike 3.0 United States License.   ...
Presidio Social Media For Sustainable Business Oct 2010 101022010629 Phpapp01
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Presidio Social Media For Sustainable Business Oct 2010 101022010629 Phpapp01

  1. 1. Fall 2010 RefreshSOCIAL MEDIAfor Sustainable Business by JoeyShepp.com
  2. 2. ABOUT THE PRESENTER Joey Shepp• Principal at Earthsite New Media Agency for Sustainable Brands• Technology Therapist and Eternal Optimist• More at http://JoeyShepp.com
  3. 3. ROADMAP1. Trends • Lots of Content, Move Quickly2. Principals • Presentation Available Online3. Applications • Questions at the End4. How To
  4. 4. WHAT IS SOCIAL MEDIA?• Social Networking• Online Video• Blogging• Ratings/Reviews• Sharing Content
  5. 5. THE NEW MARKETING LANDSCAPE• Earned Media (Public Relations)• Owned Media (Website)• Advertising (Paid)• Social Media (Community)
  6. 6. SOCIAL MEDIA TRENDS
  7. 7. INTERNET TO SURPASS 2 BILLION USERS THIS YEAR• 30%of the world population by end of this year• Developed Countries: 71% Developing Countries: 21%• Regionally: Europe: 65% Americas: 55% Asia/Pacific: 21.9% Africa: 9.6%
  8. 8. 92% OF U.S. TODDLERS HAVE ONLINE PRESENCE ~from security firm AVGThe vast majority of childrentoday will have onlinepresence by the time theyare two years old — apresence that will continueto build throughout theirwhole lives.
  9. 9. THE AVERAGE MOBILE PHONE TEENAGER SENDS 3,339 TEXTS PER MONTH Teen females send an incredible 4,050 texts per month, while teen males send an average of 2,539 texts
  10. 10. FOUR OUT OF FIVE NEW MEDIA USERSinteract with companies and brands online source
  11. 11. BELIEF THAT SOCIAL MEDIAPROVIDES AN OPPORTUNITY TOREACH NEW CUSTOMERSMiresBall and KRC Research interview Brand Marketers
  12. 12. TWO-THIRDS OF AMERICAN NEW MEDIA USERS Feel they can influence business practices by voicing opinions online. source
  13. 13. 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
  14. 14. SOCIAL MEDIA IS PERFECT FOR SUSTAINABLE BUSINESS Openness Authenticity• Sustainable Transparency Full Disclosure Businesses have an authentic story• SustainableBusinesses are fine with transparency• Social & environmental responsibility is what community wants to hear
  15. 15. 10 SOCIAL MEDIA PRINCIPLES
  16. 16. 1STARTS WITH LISTENING
  17. 17. 2 COMMUNITY, NOT CONSUMERS
  18. 18. 3 SOCIAL CURRENCY
  19. 19. 4 RADICAL TRANSPARENCY
  20. 20. 5 MANY TO MANY
  21. 21. 6 REPUTATION DRIVES ACCOUNTABILITY
  22. 22. 7 REAL TIME
  23. 23. 8 ENGAGEMENT AND INTERACTION
  24. 24. 9 PERSONALIZED
  25. 25. 10 HYPER-LOCALIZATION
  26. 26. THE MANY APPLICATIONS OF SOCIAL MEDIA
  27. 27. STABILIZE BRAND VALUE Give your Brand to your Customers
  28. 28. STABILIZE BRAND VALUE• Most Volatile Asset• Sentiment Analysis• Affects Stock Prices
  29. 29. DIRECT SALESDeliver Value Directly to Customers
  30. 30. E-COMMERCE IS TRACKABLE• Referral Source• Conversation Rate
  31. 31. LEAD GENERATIONProduce Content that Inspires Curiosity to Learn More
  32. 32. SOLAR INSTALLATION LEAD GENERATION
  33. 33. REFERRALSCustomer Sharing is Free and more Trusted
  34. 34. THE VALUE OF SOCIAL MEDIA "SHARES" Eventbright Study• Facebook: $2.52• Twitter: $0.43• LinkedIn: $0.90• Email: $2.34
  35. 35. SPECIAL OFFERSMake your customer community special.
  36. 36. DELL OUTLET TWITTER $3 million in sales in 2 years Cost only the salary of one employee.
  37. 37. CUSTOMER SUPPORTResponding to and fixing problems creates loyal customers
  38. 38. COMCAST CARESDedicated Twitter Account for Customer Support
  39. 39. CROWD SOURCING INNOVATION Draw innovation from your customer community.
  40. 40. STARBUCKS SPONSORS ECOCUP CONTEST
  41. 41. LOCALIZATIONSocial Media allows for localization of brands, products and services
  42. 42. ENCOURAGE REGIONALINDEPENDENT SOCIAL MEDIA
  43. 43. INDEPENDENT MEDIAList of WholeFoods Regional Twitter Accounts
  44. 44. LOCALBENEFITS Special Offers withFoursquare Checkins
  45. 45. MICROFINANCEThe provision of financial services to low-income clients, who traditionally lack access to banking and related services.
  46. 46. KIVA.ORG A total of 220,977 loans have been funded. The average loansize is $382.77. Its current repayment rate is 98.90%
  47. 47. KICKSTARTERGroupbuying meets Funding
  48. 48. $50,000 IN 48 HOURS
  49. 49. CSR COMMUNICATIONSTell your company’s responsibility story every day
  50. 50. SEVENTH GENERATIONCEO, JEFFREYHOLLENDERWhat the world needs is... "Mediamavens who can leverage social media into political change."• CRS Innovation• Open Feedback• Contests for Innovation
  51. 51. ENVIRONMENTAL IMPACTSocial Media is Reduces Environmental Footprint
  52. 52. SOCIAL MEDIA IS SUSTAINABLE• Reduced Travel• Many to Many Communications• Paperless Office• Energy Use… getting better
  53. 53. SOCIAL GOODUse Social Media to Deliver Social Good
  54. 54. MILLION BABY CRAWL• Seventh Generation• Consumer Activism Campaign• Toxic Chemical Policy Reform
  55. 55. SOCIAL MEDIA HOW TO
  56. 56. ONLINE MARKETING Website Social Media Advertising Conversations Brand Referrals Content Search Ads Sharing Registrations Display Ads RatingsSocial Widgets Affiliates Reviews Contacts Social Networks
  57. 57. SKILLS OF SOCIAL MEDIA1. Strategy2. Community Facilitating3. Blogging and Writing Skills4. Design, Creative and Production5. Technical Web Development6. Targeted Advertising7. Search Engine Optimization8. Analytics, Monitoring and Reporting
  58. 58. MEASURING SOCIAL MEDIA ROI• Direct (sales/lead gen)• Baseline: 6-12 month process• Brand Sentiment• Engagements
  59. 59. ENGAGEMENT AS THE BASIS FOR SOCIAL CURRENCY• Responding• Engagement / Participation• Sharing / Thanking• User Generated Content
  60. 60. RESOURCES NEEDEDPhase/Size Corporate Small Biz Do it yourself Workshops and1. Strategy Hire Consultant Webinars Read Blogs Marketing Role2. Setup Hire Agency Self-Teaches Self-Setup Hire Dedicated Marketing Role 30 minutes3. Maintenance Social Media part time on Social per day Manager Media
  61. 61. SOME RECOMMENDED TOOLS Small/Medium Individual Enterprise Business Social TweetDeck Hootsuite CoTweetManagementMonitoring/ Google Alerts, Hootsuite Radian6 Analytics Bit.ly
  62. 62. 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
  63. 63. Remember toSTAY HUMAN
  64. 64. GO FURTHER Resources
  65. 65. @JoeyShepp | joeyshepp.com@Earthsite | earthsite.net@SocialGoodMedia
  66. 66. TWEET YOUR QUESTIONS@JoeyShepp YOUR QUESTION #PresidioMBA
  67. 67. 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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