Communicating Sustainability using Social Media - Agrion Webinar by @JoeyShepp

1. Communicating Sustainability Using Social Media by JoeyShepp.com

2. Presenter • JoeyShepp.com • Founder Earthsite.net and GreenMaven.com

3. Social Media Today

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. Disruptive Technology • Free • Mobile • DeCentralized • Real-Time • Hyper-local

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 Countries Source: http://mashable.com/2010/10/19/internet-2-billion/

7. Moore’s Law • Speed of computers Doubles every two years • “Singularity” is coming… Computers transcend Biology ~Ray Kurzweil

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. 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. 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. 3,339 Texts Per Month

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. Why use Social Media for Sustainable Business?

14. The New Marketing Landscape • Earned Media (Public Relations) • Owned Media (Website) • Advertising (Paid) • Social Media (Community)

15. 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

16. Four out of ﬁve NEW MEDIA USERS interact with companies and brands online source

17. Belief that Social Media Provides an Opportunity to Reach New Customers Source: MiresBall and KRC Research interview Brand Marketers

18. Two-thirds of American new media users Feel they can inﬂuence business practices by voicing opinions online. source

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. 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. Greenwashing Today

22. TerraChoice Marketing

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. More Greenwashing • In 2010, over 95% of “greener” products commit one or more of the seven “Sins of Greenwashing”

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. Avoiding Greenwashing

27. Hidden Trade Offs • Paper from Sustainably Harvested Forests • Need to tell the full story

28. No Proof • Tissue paper claiming recycled content, but not how much • Need to show proof to claims

29. Vagueness • Food claiming to be “all natural” • Use speciﬁc sustainability terms or certiﬁcations to describe your product quality

30. False Labels • Giving the impression of third-party endorsement • Be clear with endorsements and certiﬁcations

31. Irrelevance • CFC-Free, despite it being banned by law • Make your sustainability claims meaningful and relevant

32. Lesser of Two Evils • Organic cigarettes • Sustainability isn’t about less bad, it’s about going to the root of the issue

33. Fibbing • Claiming to be Energy Star certiﬁed when you’re not • Honesty as a practice

34. Focus on Accountability

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. Radical Transparency • many to many communications accelerates sharing • people trust their peers • Brands no longer control the message

37. Reputation Sticks • Every review and comment builds reputation • People trust reviews • One good or bad review can make or break reputation

38. Sustainable Marketing Tactics

39. Reposition Sustainability 1. High Performance 2. Affordable 3. Good for People and Planet

40. Think Community • No longer “Consumers” • Community manager • About Engagement • Acknowledged Power Dynamic • Customer as a Stakeholder

41. Localize

42. Encourage regional Independent Social Media

43. Independent Media List of WholeFoods Regional Twitter Accounts

44. Local Beneﬁts Special Offers with Foursquare Checkins

45. Deliver Social Good Use Social Media to Deliver Social Good

46. Million Baby Crawl • Seventh Generation • Consumer Activism Campaign • Toxic Chemical Policy Reform

47. Crowd Sourcing Sustainability Draw innovation from your customer community.

48. Starbucks Sponsors EcoCup contest

49. CSR Evolution Tell your company’s responsibility story every day

50. Seventh Generation CEO, JEFFREY HOLLENDER What the world needs is... "Media mavens who can leverage social media into political change." • CRS Innovation • Open Feedback • Contests for Innovation

51. Environmental Impact Social Media is Reduces Environmental Footprint

52. Social Media is Sustainable • Reduced Travel • Many to Many Communications • Paperless Ofﬁce • Energy Use… getting better

53. Measuring Sustainability Communications

54. Conventional Measuring of Social Media ROI • Direct (sales/lead gen) • Baseline: 6-12 month process • Brand Sentiment • Engagements

55. Engagement as the basis for Social Currency • Responding • Engagement / Participation • Sharing / Thanking • User Generated Content

56. Few Sustainability Standards • There are no mandatory sustainability reporting standards • All existing standards are voluntary • GRI, Natural Step, ISO 14001

57. Carbon Offsets • The universal patch • A good start, but better to solve underlying problems

58. Common Sustainability Measurements • Commuting Miles Saved • Energy/Water Conservation • Product Lifecycle Analysis • LEED Standards

59. Sustainability Dashboard Vision • “Quickbooks for Sustainability Measurements” • Many attempts at Sustainability Dashboards, but none have succeeded • A Complex Task

60. B Impact Rating System • The B Impact Rating System is a useful management tool to: • 1) to assess your company's impact on each of its stakeholders and • 2) improve your social and environmental performance

61. Good Guide • Measures environmental impacts of common products • Search online and with mobile apps

62. Klout • Measures Social Media Inﬂuence • Combines many social networks • Inﬂuence as a basis for reputation

63. Communicating Sustainability Goals and Progress

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. 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. Sustained Engagement • Ask employees to report on how sustainability impacts them • Ask customers for feedback on how sustainable your company is

67. Where are we going?

68. Growth in both Social Media and Sustainability

69. Create a Sustainability Roadmap

70. Use Social Media to Tell Your Sustainability Story

71. And remember to Stay Human

72. Resources

73. Twitter Accounts @JoeyShepp @Earthsite @SocialGoodMedia

74. Tweet me your Questions @JoeyShepp [Your Question]

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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