The Social Currency
  of Social Media


   By Joey Shepp
JoeyShepp.com

• Reconciling
  Ecology +
  Technology

• Technology
  Therapist

• Futurist
• Website Design and
  Development, Social
  Media Marketing, and
  Branding
• Located in the
  EcoTown of Fairfax,
  nort...
Social Media is Big
      Latest Stats
Wide Spread Adoption
International
   Growth
Breaking Records
• World Cup USA Win
  second most Internet
  Traffic Day in history

• NBA Finals: 3,000
  Tweets per secon...
The New Marketing Landscape
 • Earned Media (PR)

 • Owned Media
   (Website)

 • Advertising (Paid)

 • Social Media
   (...
Measuring
        Social Media ROI
• Direct
  (sales/lead gen)

• Baseline: 6-12
  month process

• Brand Sentiment

• Eng...
Engagement as the basis for
    Social Currency
• Responding
• Engagement /
  Participation
• Sharing / Thanking
• User Ge...
The Many Value Streams
      of Social Media
Brand Value
Give your Brand Away to your Customers
Case Study

        Stabilize Brand Value


    Most Volatile Asset
    Sentiment Analysis
    Affects Stock Prices
Direct Sales
Deliver Value Directly to Customers
Case Study

    E-commerce is Trackable


    Referral Source
    Conversation Rate
Lead Generation
Produce Content that Inspires Curiosity to Learn More
Case Study

   Solar Installation Lead Generation
Special Offers
Make your customer community feel special.
Case Study




             Dell Outlet Twitter
     $3 million in sales in 2 years / Cost: the salary of one employee.
Customer Support
Responding and fixing problems creates loyal customers
Case Study




             Comcast Cares
       Dedicated Twitter Account for Customer Support
Crowd Sourcing Innovation
  Draw innovation from your customer community.
Case Study




             Starbucks Sponsors
               EcoCup contest
CSR Communications
Tell your company’s responsibility story every day
Case Study

         Seventh Generation


    CRS Innovation
    Open Feedback
    Contests for Innovation
Environmental Impact
 Social Media is Good for the Environment
Case Study:

Social Media is Sustainable

 Reduced Travel
 Many to Many
 Communications
 Reduced Paper Use
 Energy Use???
Social Good
Use Social Media to Deliver Social Good
Million Baby Crawl

• Seventh Generation

• Consumer Activism
  Campaign

• Toxic Chemical
  Policy Reform
In Summary

 Sustainable Business is
Perfect for Social Media
• Openness

• Transparency

• Authenticity

• Full Disclosure
Reminder:

Stay Human
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The Social Currency of Social Media by @JoeyShepp

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A presentation at the LOHAS Forum 2010 on how social media provides many values beyond marking ROI and how engagement is the basis for a new social currency.

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The Social Currency of Social Media by @JoeyShepp

  1. 1. The Social Currency of Social Media By Joey Shepp
  2. 2. JoeyShepp.com • Reconciling Ecology + Technology • Technology Therapist • Futurist
  3. 3. • Website Design and Development, Social Media Marketing, and Branding • Located in the EcoTown of Fairfax, north of San Francisco
  4. 4. Social Media is Big Latest Stats
  5. 5. Wide Spread Adoption
  6. 6. International Growth
  7. 7. Breaking Records • World Cup USA Win second most Internet Traffic Day in history • NBA Finals: 3,000 Tweets per second • YouTube: 24 hours uploaded every minute
  8. 8. The New Marketing Landscape • Earned Media (PR) • Owned Media (Website) • Advertising (Paid) • Social Media (Community)
  9. 9. Measuring Social Media ROI • Direct (sales/lead gen) • Baseline: 6-12 month process • Brand Sentiment • Engagements
  10. 10. Engagement as the basis for Social Currency • Responding • Engagement / Participation • Sharing / Thanking • User Generated Content
  11. 11. The Many Value Streams of Social Media
  12. 12. Brand Value Give your Brand Away to your Customers
  13. 13. Case Study Stabilize Brand Value Most Volatile Asset Sentiment Analysis Affects Stock Prices
  14. 14. Direct Sales Deliver Value Directly to Customers
  15. 15. Case Study E-commerce is Trackable Referral Source Conversation Rate
  16. 16. Lead Generation Produce Content that Inspires Curiosity to Learn More
  17. 17. Case Study Solar Installation Lead Generation
  18. 18. Special Offers Make your customer community feel special.
  19. 19. Case Study Dell Outlet Twitter $3 million in sales in 2 years / Cost: the salary of one employee.
  20. 20. Customer Support Responding and fixing problems creates loyal customers
  21. 21. Case Study Comcast Cares Dedicated Twitter Account for Customer Support
  22. 22. Crowd Sourcing Innovation Draw innovation from your customer community.
  23. 23. Case Study Starbucks Sponsors EcoCup contest
  24. 24. CSR Communications Tell your company’s responsibility story every day
  25. 25. Case Study Seventh Generation CRS Innovation Open Feedback Contests for Innovation
  26. 26. Environmental Impact Social Media is Good for the Environment
  27. 27. Case Study: Social Media is Sustainable Reduced Travel Many to Many Communications Reduced Paper Use Energy Use???
  28. 28. Social Good Use Social Media to Deliver Social Good
  29. 29. Million Baby Crawl • Seventh Generation • Consumer Activism Campaign • Toxic Chemical Policy Reform
  30. 30. In Summary Sustainable Business is Perfect for Social Media • Openness • Transparency • Authenticity • Full Disclosure
  31. 31. Reminder: Stay Human

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