Social Media principles align with Sustainable Business principles. In this presentation, learn an overview of social media, how it is changing the face of media, and how Sustainable Business is perfectly positioned to take advantage of this disruptive technology.

1. SOCIAL MEDIA
for Sustainable Business
by JoeyShepp.com

2. ROADMAP
1. Trends • Lots of Content
2. Principals • Presentation Available Online
3. Stories • Questions at the End
4. How To

3. SOCIAL MEDIA TRENDS

4. WHAT IS SOCIAL MEDIA?
• Social Networking
• Online Video
• Blogging
• Ratings/Reviews
• Sharing Content

5. 79% OF AMERICAN ADULTS
Used the Internet in 2009
source

6. FOUR OUT OF FIVE
NEW MEDIA USERS
interact with companies and brands online
source

7. TWO-THIRDS OF AMERICAN
NEW MEDIA USERS
Feel they can influence business
practices by voicing opinions online.
source

8. 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

9. 10 SOCIAL MEDIA PRINCIPLES

10. 1
STARTS WITH LISTENING

11. 2
COMMUNITY,
NOT CONSUMERS

12. 3
SOCIAL CURRENCY

13. 4
RADICAL
TRANSPARENCY

14. 5
MANY TO MANY

15. 6
ACCOUNTABILITY
AND
REPUTATION

16. 7
REAL TIME

17. 8
ENGAGEMENT AND
INTERACTION

18. 9
PERSONALIZED

19. 10
HYPER-LOCALIZATION

20. 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

21. SOCIAL MEDIA IS PERFECT
FOR SUSTAINABLE BUSINESS
• SustainableBusinesses have
an authentic story
• SustainableBusinesses are
fine with transparency
• Social
& environmental
responsibility is what
community wants to hear

22. SOCIAL MEDIA
stories

23. THE GREEN
FESTIVAL GOES
YEAR ROUND
With
Social Media

24. SPEAKER VIDEOS
Green Festival TV and Radio
200+ Free Podcasts Released

25. VOLUNTEER MEDIA TEAM
200+ Volunteers Across 5 Cities
Video, Photo, Blogging, and Twitter Teams

26. THE GREENS
ARE ON
FACEBOOK
6,000+ Fans
60+ Interactions/Week

28. THE GREENS
ARE ON
TWITTER TOO
360+ Tweets mentioning
Green Festival
in 24 hours

30. #GREENFEST
TWEETUP
70 RSVPS

31. JEFFREY
HOLLENDER
What the world needs is...
"Media mavens who can
leverage social media into
political change."

32. CEO BLOG
The Inspired Protagonist

33. YOUTUBE
20,000+ Channel Views

34. FACEBOOK
Almost 20,000 Fans

35. TWITTER
11,000+ Followers

36. OUT OF THE BOX THINKING
• Crowd-sourcing a
CSR best-practices book
• Comment on CSR report,
winning ideas win $$$
• Give Away on Mommy Blogs
• Downloadable Coupons within
Community

37. CONSUMER ACTIVISM

38. INTEGRATED
WEBSITE
Social Media “Hub”

39. BEST JOB IN
THE WORLD
Australia's Tourism Bureau
• Objective: Create international
awareness of the islands of the
Great Barrier Reef
• Job: 6 month contract, caretaker
of the island, write a weekly blog.
• Rules: Submit 60 sec video

40. RESULTS
INTERNATIONAL
AWARENESS
• 35,000 people applied from 201
countries, 16 finalists.
• International press attention
• 8 million visitors to website.

41. SOCIAL MEDIA FOR
MICROENTERPRISE
A Twitter Love Story

42. Curtis Kimball:
“HOW’D YOU HEAR ABOUT ME?”

43. BUILD A
FOLLOWING
And quit your day job
8000+ twitter followers
156 reviews on yelp

44. SOCIAL MEDIA HOW TO

45. ONLINE MARKETING
Online
Website Social Media
Advertising
Conversations
Brand
Referrals
Content Search Ads
Sharing
Registrations Display Ads
Ratings
Social Widgets Affiliates
Reviews
Contact
Social Networks

46. SKILLS OF SOCIAL MEDIA
1. Strategy
2. Moderation
3. Blogging and Writing Skills
4. Creative and Production
5. Technical Web Development
6. Targeted Advertising
7. Search Engine Optimization
8. Analytics and Monitoring

47. 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

48. NEW MEASUREMENTS
Advertisement Conversation
Paid Per View Free / Sharing
Page View Social Action
One Time Accumulates

49. KEY METRICS
• Focus on Interactions
• Measure Before and After
• Accumulate Social Capital
Source: Augustine Fou, ClickZ, Feb 11, 2009

50. GO FURTHER
Resources

51. @joeyshepp | joeyshepp.com
@earthsite | earthsite.net

52. TWEET YOUR QUESTIONS
@JoeyShepp YOUR QUESTION #PresidioMBA