[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.
Social Media for Sustainable Business [Fall 2010 Refresh]
1. Fall 2010
Refresh
SOCIAL MEDIA
for Sustainable Business
by JoeyShepp.com
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. ROADMAP
1. Trends • Lots of Content, Move Quickly
2. Principals • Presentation Available Online
3. Applications • Questions at the End
4. How To
4. WHAT IS SOCIAL MEDIA?
• Social Networking
• Online Video
• Blogging
• Ratings/Reviews
• Sharing Content
5. THE NEW MARKETING
LANDSCAPE
• Earned Media
(Public Relations)
• Owned Media
(Website)
• Advertising
(Paid)
• Social Media
(Community)
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. 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. 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. FOUR OUT OF FIVE
NEW MEDIA USERS
interact with companies and brands online
source
11. BELIEF THAT SOCIAL MEDIA
PROVIDES AN OPPORTUNITY TO
REACH NEW CUSTOMERS
MiresBall and KRC Research interview Brand Marketers
12. TWO-THIRDS OF AMERICAN
NEW MEDIA USERS
Feel they can influence business
practices by voicing opinions online.
source
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. 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
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
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. 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. MEASURING
SOCIAL MEDIA ROI
• Direct
(sales/lead gen)
• Baseline: 6-12
month process
• Brand Sentiment
• Engagements
59. ENGAGEMENT AS THE BASIS FOR
SOCIAL CURRENCY
• Responding
• Engagement /
Participation
• Sharing / Thanking
• User Generated
Content
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. SOME RECOMMENDED
TOOLS
Small/Medium
Individual Enterprise
Business
Social
TweetDeck Hootsuite CoTweet
Management
Monitoring/ Google Alerts,
Hootsuite Radian6
Analytics Bit.ly
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
68. 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.
Notas del editor
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