Building a case for how social media marketing can shape socially responsible investing.

1. s o c i a l o p o l i s how social media marketing can shape socially responsible investing tessa k. young :: antioch university :: green MBA :: 2009

4. c o m m u n i t y d e v e l o p m e n t c o r p o r a t e g o v e r n a n c e e n v i r o n m e n t a l i s s u e s i n t e r n a t i o n a l a f f a i r s r e l i g i o u s b e l i e f s p r o g r e s s i v e p o l i c i e s s h a r e h o l d e r a d v o c a c y

5. s c r e e n e d p o r t f o l i o s 97% reject companies that support the GAMBLING industry 86% reject companies that support the ALCOHOL industry 83% reject companies that support the DEFENSE industry

6. 81% support companies that have a good ENVIRONMENTAL record 79% support companies that demand HUMAN RIGHTS practices 43% support companies that support LABOR issues 23% support companies with a stance on ANIMAL RIGHTS s c r e e n e d p o r t f o l i o s

7. t h e a m o u n t o f m o n e y i n SRI g r e w f r o m $639 billion to $2.71 trillion (between 1995 & 2007)

8. (roughly) e v e r y 1 i n 9 d o l l a r s g o e s i n t o SRI

9. (more than) 20 s t u d i e s demonstrate SRI mutual funds performance is comparable to (or better than!) non-SRI funds

10. c o m p a n i e s w i t h t h e h i g h e s t c o r p o r a t e g o v e r n a n c e r a t i n g s outperformed the S&P 500 by 16% over the past 5 years

11. t h e b l u e w a y 13.07% annually and has outperformed red S&P 500 companies by 18.42% (over the past 5 years) the Blue Index has outperformed the market by

12. (up next) what is social media? why should you care? (almost done) what is socially responsible investing? why does it work? (later on) what’s the connection?

13. p e o p l e a r e... talking about the economy concerned about the future demanding corporate responsibility p o w e r f u l

17. 9052 b u s i n e s s e s (and counting) Twibs.com

18. (almost) 3 m i l l i o n a r t i c l e s Wikipedia search: “statistics”

19. (more than) 5 b i l l i o n v i d e o s Silicon.com

20. (over) 30 m i l l i o n p r o f i l e s SocialMediaStatistics.com

21. (m o r e t h a n) 200 m i l l i o n u s e r s SocialMediaStatistics.com

22. (an estimated) 130 m i l l i o n b l o g s Technorati

23. t h e a v e r a g e p e r s o n is exposed to 3,000 messages per/day

24. is 18.75% less effective than 1 year ago e - m a i l m a r k e t i n g emarketer.com

25. (n e a r l y) 75% o f o n l i n e s h o p p e r s choose based on social media Rubicon Consulting

26. calls for new marketing strategies t h e n e w m e d i a a g e

29. m a r k e t e r s turn to social networks

30. (coming up) is there a connection? (done) what is socially responsible investing? why does it work? (just about done) what is social media? why should you care?

31. m e e t s o c i a l (k)

32. t h e o p p o r t u n i t y (this is Rob) (this is his audience) (this is his message)

33. m a r k e t i n g p l a n organizational analysis customer analysis competitor analysis macro-environmental PEST analysis SWOT analysis communications analysis

34. define objectives identify outlets refine the strategy s o c i a l m e d i a f o c u s

35. t h e o b j e c t i v e s increase awareness of SRI 401(k) benefits and options position Rob Thomas as a SRI expert and content leader develop a positive presence to extend the Social(k) brand build relationships with potential Social(k) customers

36. t h e s t r a t e g y gather intelligence follow the conversation join the conversation build credibility increase digital footprint establish leadership position

37. d e t a i l s (gather intelligence) blog search, google alerts, identify relevant groups/forums (follow the conversation) listen, subscribe, watch norms (join the conversation) post comments, make friends/connections/links, value-add don’t sell (build credibility) wiki page, consistent avatar, update profiles, solicit recommendations/reviews (increase digital footprint) monitor and enhance participation, generate content, XFN linkback (reinforce leadership position) podcast, blog, tweet, consider white label community

38. m e t r i c s Are there positive reviews, recommendations, or new business being generated? (action) How involved is the audience with Social(k) as a result of exposure? (influence) impact What is the intensity of interest? Are people asking for more SRI information? (loyalty) Is there interest in, and response to, the online presence of Rob Thomas? (engagement) relevance Who is talking about Social(k)? What are they saying? (audience) content

39. what do you mean my 15 minutes are up? i’ve got so much more to say… questions? tyoung@antioch.edu thank you!