Social Media for Sustainable Business [Fall 2010 Refresh]

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[UPDATED with extensive 'applications' section and new 'trends' information]

Social media has changed marketing and sustainable business is perfectly positioned to leverage this technology.

This is a presentation given to the Presidio MBA program by JoeyShepp.com, new media maven. It covers social media trends, principles, case studies, and how-to topics.

Twitter @JoeyShepp your question about new media and sustainability.

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  • http://mashable.com/2010/10/19/internet-2-billion/
  • http://mashable.com/2010/10/07/toddlers-online-presence/
  • http://mashable.com/2010/10/14/nielsen-texting-stats/
























  • http://mashable.com/2010/10/14/social-commerce-study/

























  • Social Media is Cheap, but takes time.








  • Social Media for Sustainable Business [Fall 2010 Refresh]

    1. 1. Fall 2010 Refresh SOCIAL MEDIA for 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. ROADMAP 1. Trends • Lots of Content, Move Quickly 2. Principals • Presentation Available Online 3. Applications • Questions at the End 4. 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 AVG 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.
    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 USERS interact with companies and brands online source
    11. 11. BELIEF THAT SOCIAL MEDIA PROVIDES AN OPPORTUNITY TO REACH NEW CUSTOMERS MiresBall 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. 1 STARTS 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 SALES Deliver Value Directly to Customers
    30. 30. E-COMMERCE IS TRACKABLE • Referral Source • Conversation Rate
    31. 31. LEAD GENERATION Produce Content that Inspires Curiosity to Learn More
    32. 32. SOLAR INSTALLATION LEAD GENERATION
    33. 33. REFERRALS Customer 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 OFFERS Make 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 SUPPORT Responding to and fixing problems creates loyal customers
    38. 38. COMCAST CARES Dedicated Twitter Account for Customer Support
    39. 39. CROWD SOURCING INNOVATION Draw innovation from your customer community.
    40. 40. STARBUCKS SPONSORS ECOCUP CONTEST
    41. 41. LOCALIZATION Social Media allows for localization of brands, products and services
    42. 42. ENCOURAGE REGIONAL INDEPENDENT SOCIAL MEDIA
    43. 43. INDEPENDENT MEDIA List of WholeFoods Regional Twitter Accounts
    44. 44. LOCAL BENEFITS Special Offers with Foursquare Checkins
    45. 45. MICROFINANCE The 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 loan size is $382.77. Its current repayment rate is 98.90%
    47. 47. KICKSTARTER Groupbuying meets Funding
    48. 48. $50,000 IN 48 HOURS
    49. 49. CSR COMMUNICATIONS Tell your company’s responsibility story every day
    50. 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. 51. ENVIRONMENTAL IMPACT Social 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 GOOD Use 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 Ratings Social Widgets Affiliates Reviews Contacts Social Networks
    57. 57. SKILLS OF SOCIAL MEDIA 1. Strategy 2. Community Facilitating 3. Blogging and Writing Skills 4. Design, Creative and Production 5. Technical Web Development 6. Targeted Advertising 7. Search Engine Optimization 8. 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 NEEDED Phase/Size Corporate Small Biz Do it yourself Workshops and 1. Strategy Hire Consultant Webinars Read Blogs Marketing Role 2. Setup Hire Agency Self-Teaches Self-Setup Hire Dedicated Marketing Role 30 minutes 3. Maintenance Social Media part time on Social per day Manager Media
    61. 61. SOME RECOMMENDED TOOLS Small/Medium Individual Enterprise Business Social TweetDeck Hootsuite CoTweet Management Monitoring/ 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 to STAY 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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