CommunicatingSustainability Using   Social Media     by JoeyShepp.com
Presenter•   JoeyShepp.com•   Founder Earthsite.net    and GreenMaven.com
Social Media Today
Information Age•   The industrial age filled    the world with Stuff•   The Information Age is    Filling our world with   ...
Disruptive Technology• Free• Mobile• DeCentralized• Real-Time• Hyper-local
Closing the Digital                 Divide  •    Internet to reach       2 Billion Users this year,       Representing 30%...
Moore’s Law•   Speed of    computers    Doubles every    two years•   “Singularity” is    coming…    Computers    transcen...
Facebook:       Global Citizenship•   500,000,000 Active users•   700,000 New Users Daily!•   70% outside the US•   380,00...
YouTube:       You are the Media•   35 Hours Uploaded every    Minute!•   Hundreds of the most    popular users make 6    ...
Twitter:The Pulse of the pLanet•   New Record Set: 8,868    Tweets/Second•   40% USA    60% international•   In the USA, 8...
3,339 Texts Per Month
Born into this world•   92% of U.S. Toddlers    have an online presence•   The vast majority of    children today will hav...
Why use Social Mediafor Sustainable Business?
The New Marketing Landscape • Earned Media   (Public Relations) • Owned Media   (Website) • Advertising   (Paid) • Social ...
Social Media Is       DIFFERENT Old School      New School    B2C              C2C Top Down         Bottom Up   Closed    ...
Four out of five    NEW MEDIA USERSinteract with companies and brands online                                 source
Belief that Social Media Provides an    Opportunity to Reach New             Customers     Source: MiresBall and KRC Resea...
Two-thirds of American  new media users   Feel they can influence business practices by voicing opinions online.           ...
What people Want     From Sustainable Businesses•   85% what’s in products and how they’re made•   83% additional details ...
Social Media is perfect     for Sustainable Business                                  Openness       Authenticity         ...
Greenwashing Today
TerraChoice Marketing
More Green•   Between 2009 and 2010    the number of “greener”    products (products    claiming to be green)    increased...
More Greenwashing•   In 2010, over 95% of    “greener” products    commit one or more of    the seven “Sins of    Greenwas...
Greenwashing Progress•   Companies are improving    with practice•   Big Boxes Stock More    Green•   Eco Labeling Good an...
Avoiding Greenwashing
Hidden Trade Offs•   Paper from Sustainably    Harvested Forests•   Need to tell the full    story
No Proof•   Tissue paper claiming    recycled content, but    not how much•   Need to show proof to    claims
Vagueness•   Food claiming to be “all    natural”•   Use specific    sustainability terms or    certifications to describe  ...
False Labels•   Giving the impression of    third-party endorsement•   Be clear with    endorsements and    certifications
Irrelevance•   CFC-Free, despite it    being banned by law•   Make your sustainability    claims meaningful and    relevant
Lesser of Two Evils•   Organic cigarettes•   Sustainability isn’t about    less bad, it’s about going    to the root of th...
Fibbing•   Claiming to be Energy    Star certified when    you’re not•   Honesty as a practice
Focus on Accountability
News Travels Fast•   People trust people, not    companies•   Many to many    communications speeds    up information tran...
Radical Transparency•   many to many    communications    accelerates sharing•   people trust their peers•   Brands no lon...
Reputation Sticks•   Every review and    comment builds    reputation•   People trust reviews•   One good or bad review   ...
Sustainable Marketing       Tactics
Reposition Sustainability1. High   Performance2. Affordable3. Good for People   and Planet
Think Community•   No longer “Consumers”•   Community manager•   About Engagement•   Acknowledged Power    Dynamic• Custom...
Localize
Encourage regional Independent          Social Media
Independent     MediaList of WholeFoods Regional      Twitter Accounts
Local  Benefits Special Offers withFoursquare Checkins
Deliver Social GoodUse Social Media to Deliver Social Good
Million Baby Crawl• Seventh Generation• Consumer Activism  Campaign• Toxic Chemical  Policy Reform
Crowd Sourcing Sustainability Draw innovation from your customer community.
Starbucks Sponsors  EcoCup contest
CSR EvolutionTell 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…  getting ...
Measuring Sustainability  Communications
Conventional Measuring of Social Media ROI• Direct  (sales/lead gen)• Baseline: 6-12  month process• Brand Sentiment• Enga...
Engagement as the basis for     Social Currency• Responding• Engagement /  Participation• Sharing / Thanking• User Generat...
Few Sustainability          Standards•   There are no mandatory    sustainability reporting    standards•   All existing s...
Carbon Offsets•   The universal patch•   A good start, but better    to solve underlying    problems
Common Sustainability   Measurements•   Commuting Miles Saved•   Energy/Water    Conservation•   Product Lifecycle    Anal...
Sustainability       Dashboard Vision•   “Quickbooks for    Sustainability    Measurements”•   Many attempts at    Sustain...
B Impact Rating System•   The B Impact Rating    System is a useful    management tool to:•   1) to assess your    company...
Good Guide•   Measures environmental    impacts of common    products•   Search online and with    mobile apps
Klout•   Measures Social Media    Influence•   Combines many social    networks•   Influence as a basis for    reputation
Communicating Sustainability   Goals and Progress
Set a Roadmap•   People understand you    can’t be Sustainable    overnight•   Admit to where you’re    at•   Make achieva...
Tell Your CRS Story•   CRS Reports are not    interesting for    consumers•   Break down your CRS    report into an ongoin...
Sustained Engagement•   Ask employees to    report on how    sustainability impacts    them•   Ask customers for    feedba...
Where are we going?
Growth in bothSocial Media and Sustainability
Create a Sustainability      Roadmap
Use Social Media to TellYour Sustainability Story
And remember to  Stay Human
Resources
Twitter Accounts   @JoeyShepp   @Earthsite   @SocialGoodMedia
Tweet me your Questions    @JoeyShepp [Your Question]
This work is licensed under the Creative Commons Attribution-Noncommercial-  Share Alike 3.0 United States License.To view...
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Communicating Sustainability using Social Media - Agrion Webinar by @JoeyShepp

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Companies today are able to engage in dialogue with their consumers through a variety of mediums, from traditional methods such as product packaging, to newer methods such as social media. However, according to a recent study by Carbon Trust, only a small percentage of consumers place confidence in companies’ sustainability claims. Additionally, hesitations in integrating social media into communications strategy still exist alongside a lack of understanding of how effective these tools can be. Our session today will examine how synergies between social media and communication strategy can have a tremendous impact by restoring consumer confidence, creating two-way dialogue, and promoting green practices. We investigate cost, return, strategy, transparency, and benchmarking for these communications campaigns, within the greater conversation of how this form of new media and globalization have compelled change in the corporate- consumer relationship.

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Communicating Sustainability using Social Media - Agrion Webinar by @JoeyShepp

  1. 1. CommunicatingSustainability Using Social Media by JoeyShepp.com
  2. 2. Presenter• JoeyShepp.com• Founder Earthsite.net and GreenMaven.com
  3. 3. Social Media Today
  4. 4. Information Age• The industrial age filled the world with Stuff• The Information Age is Filling our world with Information.• Cheap, Accessible, Abundant• potential limitless growth
  5. 5. Disruptive Technology• Free• Mobile• DeCentralized• Real-Time• Hyper-local
  6. 6. Closing the Digital Divide • Internet to reach 2 Billion Users this year, Representing 30% of global Population • 70% of Developed Countries • 21% of Developing CountriesSource: http://mashable.com/2010/10/19/internet-2-billion/
  7. 7. Moore’s Law• Speed of computers Doubles every two years• “Singularity” is coming… Computers transcend Biology ~Ray Kurzweil
  8. 8. Facebook: Global Citizenship• 500,000,000 Active users• 700,000 New Users Daily!• 70% outside the US• 380,000 Likes / minutes• Accounts for 25% of all USA page views
  9. 9. YouTube: You are the Media• 35 Hours Uploaded every Minute!• Hundreds of the most popular users make 6 Figures a year• Lady Gaga and Eminem surpass 1 billion hits
  10. 10. Twitter:The Pulse of the pLanet• New Record Set: 8,868 Tweets/Second• 40% USA 60% international• In the USA, 87% awareness, yet only 7% use it• Sentiment Analysis Proven as accurate as Exit Polls
  11. 11. 3,339 Texts Per Month
  12. 12. Born into this world• 92% of U.S. Toddlers have an online presence• The vast majority of children today will have online presence by the time they are two years old — a presence that will continue to build throughout their whole lives.
  13. 13. Why use Social Mediafor Sustainable Business?
  14. 14. The New Marketing Landscape • Earned Media (Public Relations) • Owned Media (Website) • Advertising (Paid) • Social Media (Community)
  15. 15. Social Media Is DIFFERENT Old School New School B2C C2C Top Down Bottom Up Closed Open Print Media Digital MediaOne to Many Many to Many Privacy TransparencyAdvertisement Conversation
  16. 16. Four out of five NEW MEDIA USERSinteract with companies and brands online source
  17. 17. Belief that Social Media Provides an Opportunity to Reach New Customers Source: MiresBall and KRC Research interview Brand Marketers
  18. 18. Two-thirds of American new media users Feel they can influence business practices by voicing opinions online. source
  19. 19. What people Want From Sustainable 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
  20. 20. Social Media is perfect for Sustainable Business Openness Authenticity Transparency Full Disclosure• Sustainable Businesses have an authentic story• Sustainable Businesses are fine with transparency• Social & environmental responsibility is what community wants to hear
  21. 21. Greenwashing Today
  22. 22. TerraChoice Marketing
  23. 23. More Green• Between 2009 and 2010 the number of “greener” products (products claiming to be green) increased by 73%• As consumers demand greener products, companies are attempting to meet that demand with more green products.
  24. 24. More Greenwashing• In 2010, over 95% of “greener” products commit one or more of the seven “Sins of Greenwashing”
  25. 25. Greenwashing Progress• Companies are improving with practice• Big Boxes Stock More Green• Eco Labeling Good and Bad• BPA Claims Rise• Toys and baby products poor
  26. 26. Avoiding Greenwashing
  27. 27. Hidden Trade Offs• Paper from Sustainably Harvested Forests• Need to tell the full story
  28. 28. No Proof• Tissue paper claiming recycled content, but not how much• Need to show proof to claims
  29. 29. Vagueness• Food claiming to be “all natural”• Use specific sustainability terms or certifications to describe your product quality
  30. 30. False Labels• Giving the impression of third-party endorsement• Be clear with endorsements and certifications
  31. 31. Irrelevance• CFC-Free, despite it being banned by law• Make your sustainability claims meaningful and relevant
  32. 32. Lesser of Two Evils• Organic cigarettes• Sustainability isn’t about less bad, it’s about going to the root of the issue
  33. 33. Fibbing• Claiming to be Energy Star certified when you’re not• Honesty as a practice
  34. 34. Focus on Accountability
  35. 35. News Travels Fast• People trust people, not companies• Many to many communications speeds up information transfer• More people connected more time in the day
  36. 36. Radical Transparency• many to many communications accelerates sharing• people trust their peers• Brands no longer control the message
  37. 37. Reputation Sticks• Every review and comment builds reputation• People trust reviews• One good or bad review can make or break reputation
  38. 38. Sustainable Marketing Tactics
  39. 39. Reposition Sustainability1. High Performance2. Affordable3. Good for People and Planet
  40. 40. Think Community• No longer “Consumers”• Community manager• About Engagement• Acknowledged Power Dynamic• Customer as a Stakeholder
  41. 41. Localize
  42. 42. Encourage regional Independent Social Media
  43. 43. Independent MediaList of WholeFoods Regional Twitter Accounts
  44. 44. Local Benefits Special Offers withFoursquare Checkins
  45. 45. Deliver Social GoodUse Social Media to Deliver Social Good
  46. 46. Million Baby Crawl• Seventh Generation• Consumer Activism Campaign• Toxic Chemical Policy Reform
  47. 47. Crowd Sourcing Sustainability Draw innovation from your customer community.
  48. 48. Starbucks Sponsors EcoCup contest
  49. 49. CSR EvolutionTell 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. Measuring Sustainability Communications
  54. 54. Conventional Measuring of Social Media ROI• Direct (sales/lead gen)• Baseline: 6-12 month process• Brand Sentiment• Engagements
  55. 55. Engagement as the basis for Social Currency• Responding• Engagement / Participation• Sharing / Thanking• User Generated Content
  56. 56. Few Sustainability Standards• There are no mandatory sustainability reporting standards• All existing standards are voluntary• GRI, Natural Step, ISO 14001
  57. 57. Carbon Offsets• The universal patch• A good start, but better to solve underlying problems
  58. 58. Common Sustainability Measurements• Commuting Miles Saved• Energy/Water Conservation• Product Lifecycle Analysis• LEED Standards
  59. 59. Sustainability Dashboard Vision• “Quickbooks for Sustainability Measurements”• Many attempts at Sustainability Dashboards, but none have succeeded• A Complex Task
  60. 60. B Impact Rating System• The B Impact Rating System is a useful management tool to:• 1) to assess your companys impact on each of its stakeholders and• 2) improve your social and environmental performance
  61. 61. Good Guide• Measures environmental impacts of common products• Search online and with mobile apps
  62. 62. Klout• Measures Social Media Influence• Combines many social networks• Influence as a basis for reputation
  63. 63. Communicating Sustainability Goals and Progress
  64. 64. Set a Roadmap• People understand you can’t be Sustainable overnight• Admit to where you’re at• Make achievable goals against a timeline• Report on those goals
  65. 65. Tell Your CRS Story• CRS Reports are not interesting for consumers• Break down your CRS report into an ongoing story• Provide daily/weekly updates of your Sustainability Story
  66. 66. Sustained Engagement• Ask employees to report on how sustainability impacts them• Ask customers for feedback on how sustainable your company is
  67. 67. Where are we going?
  68. 68. Growth in bothSocial Media and Sustainability
  69. 69. Create a Sustainability Roadmap
  70. 70. Use Social Media to TellYour Sustainability Story
  71. 71. And remember to Stay Human
  72. 72. Resources
  73. 73. Twitter Accounts @JoeyShepp @Earthsite @SocialGoodMedia
  74. 74. Tweet me your Questions @JoeyShepp [Your Question]
  75. 75. 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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