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Launching Your Social Media Marketing Plan For Sustainable Brands


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Launching Your Social Media Marketing Plan For Sustainable Brands.

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Launching Your Social Media Marketing Plan For Sustainable Brands

  1. 1. Launching Your Social Media Marketing Plan For Sustainable Brands By Brenda Horton Twitter: @BrendaHorton -- Facebook: Fan Page: -- blog: -- email:
  2. 2. Outline  Has social media changed the fundamentals of marketing?  What does peak oil and climate change have to do with location-based marketing?  A 5 Step Social Media Marketing Action Plan.
  3. 3. Social media is a technology tool.
  4. 4. It is not the answer to all your sales & marketing challenges. image by John Trainor on flickr
  5. 5. In other words, it’s one piece of your overall sales and marketing strategy.
  6. 6. Social media is not going to save your sustainable business from a poorly designed marketing plan or lack of one.
  7. 7. How do you use the tools of online marketing like social media to effectively and successfully support your business goals?
  8. 8. How does social media fit into your sustainable business model?
  9. 9. We are living in revolutionary times where there is a radical shift happening in many areas of humanity.
  10. 10. Social media is... revolutionizing our business relationships and it is changing the way we connect and communicate with one another.
  11. 11. The business tools have changed.
  12. 12. However, the fundamentals of solid sales and marketing practices have not.
  13. 13. You still need to know who your target audience is.
  14. 14. Is your sustainable brand a B2B or B2C or both?
  15. 15. Is your business a “place independent” (virtual) sustainable brand?
  16. 16. Or a local-based sustainable organization?
  17. 17. …or both?
  18. 18. How does your marketing support your triple bottom line?
  19. 19. Does your sustainable business offer services or products or both?
  20. 20. How do you incentivize your vendors, suppliers, employees, and customers to help spread your sustainable brand and refer business your way?
  21. 21. People still buy from brands they know, like and trust.
  22. 22. We still need to ask questions like, “How does my product or service solve my customers’ problems?”
  23. 23. How do we articulate that through social media?
  24. 24. For eco-conscious customers, it’s usually value-based versus price or convenience.
  25. 25. What’s your unique proposition value?
  26. 26. What makes you stand out amongst all the other natural skin care lines…
  27. 27. …or hemp clothing lines?
  28. 28. These are just a few fundamental sales and marketing questions we still need to be asking.
  29. 29. Lastly, as thought leaders and influencers in building the green economy….
  30. 30. …how are you using online tools to change the world through your sustainable business?
  31. 31. How are you using social media to spread your message of doing good while doing business?
  32. 32. It starts with a clear understanding of the online sales funnel.
  33. 33. delicious Your Website is your online Real Estate StumbleUpon Email Marketing RSS Subscribers FeedBlitz
  34. 34. What call to action do you want your customer to take?
  35. 35. For example  Do you want them to sign up for your e- newsletter?  Do you want them to RSVP to an event?  Do you want them to buy your online product?  Do you want them to download your e- book?
  36. 36. Where’s your target audience hanging out online and how are you connecting with them?
  37. 37. How are you engaging them on an online conversation?
  38. 38. m What blogs are they actively participating on?
  39. 39. blogs Are you contributing to the conversation?
  40. 40. 636 LinkedIn Groups in category “green business.” Are you providing value?
  41. 41. We now build relationships online… Meetup
  42. 42. ….before we meet each other offline.
  43. 43. Festivals and Conferences
  44. 44. Networking Events
  45. 45. How does the sales funnel work for a local green business?
  46. 46. With peak oil and climate change, many eco-entrepreneurs are interested in starting local sustainable businesses.
  47. 47. Here are few statistics on local search.
  48. 48. 73% of online activity is related to local content.
  49. 49. 80% of budgets are spent within 50 miles of the home.
  50. 50. 80% of searchers research online before purchasing in a 10-20 mile radius.
  51. 51. Almost every local search includes mapped results.
  52. 52. 74% of internet users perform local searches.
  53. 53. 82% of local searches follow up offline via an in- store visit, phone call, or purchase.
  54. 54. 35% of all searches are local.
  55. 55. 90% of online commercial searches results in offline brick and mortar purchases.
  56. 56. What location-based online tools are you using to connect and engage your target audience throughout the sales funnel?
  57. 57. Google Places er
  58. 58. By claiming your business on Google Places It tells the search engines that they have the most accurate and up-to-date information about your business location.
  59. 59. Google Places It gives YOU, the business owner an opportunity to optimize your business listing for targeted keyword sets and geographic areas.
  60. 60. Google Places Claiming your place page is important, but adding relevant content to it is what will help with rankings.
  61. 61. Yelp is not just for restaurants anymore.
  62. 62. Over 38 million people visited Yelp in August 2010 to make spending decisions.
  63. 63. Yelp  Communicate with your customers privately or publicly.  Track how many people view biz page.  Add photos and detailed biz description.  Announce special offerings.  Post up-to-date information and specialties.
  64. 64. How are you incentivizing your customers to do business with you?
  65. 65. Check-Ins Facebook Places/Deals
  66. 66. e-coupons
  67. 67. Foursquare
  68. 68. A 5 Step high-level Strategic Social Media Marketing Action Plan.
  69. 69. 1. Envision – Create a vision of results that you want to achieve 2. Plan – High level goals and create a plan 3. Act – Take action on the plan 4. Track – Measure your results 5. Adapt – Adjust plan, actions, or vision if necessary based on results.
  70. 70. 1. Envision It starts with the end in mind.  What outcome do I want to achieve?  What’s my vision?  What values will guide you?  What do I want to accomplish?
  71. 71. 2. Plan  Identity the goals you want to achieve.  Determine who will lead goal by when.  Make your goals SMART - Specific, Measurable, Attainable, Relevant, Time Bound.  Select and prioritize which social media platforms you will use and how you will use them.  Determine how you will measure success and by when: KPI - Key Performance Indicators.  Above all make sure your brand is consistent on every platform.
  72. 72. 3. ACT Create action plans for each goal and take action. ‣ Sign up for key social media platforms using your brand. ‣ Call to action for your target audience. ‣ Do status updates about them on all your social media platforms ‣ Drive traffic to your site ‣ Capture leads and convert to end goal.
  73. 73. 4. Track  Track progress on Actions Plans and Goals  Update Results for your Key Performance Indicators (KPIs)  Review Progress and Results  Using Metrics  Using Analytics  Have Accountability
  74. 74. 5. Adapt  Review  Revisit  Rethink  Revise  Repeat
  75. 75. The ultimate measure for sustainable brands is the successful execution of the triple bottom line business model.
  76. 76. Social Media Resources  Facebook and local deals - platform/   
  77. 77. For more FREE business tips and strategies sign up for Hware’s Blog at
  78. 78. To get this presentation and links to social media resources go to
  79. 79. Thank You! This Concludes Social Media Marketing Plan For Sustainable Brands.
  80. 80. Flickr Photos attributions Thank you to: Slide 3 geishaboy500 Slide 4 John Trainor Slide 5 Mykl Roventine Slide 6 Music2Work2 Slide 8 WoodleyWonderWorks Slide 10 Alisharusher Slide 11 Webtreats Slide 1 Vacacion Slide 15 Office Now Slide 16 SarahG Slide 20 Kevindooley Slide 23 Aturkus Slide 26 Rachelvoorhees Slide 27 Jim Linwood Slide 29 BurningKarma Slide 29 sunshinecity Slide 33 Testsumo Slide 37 Javier.reyesgomez