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.

Business Technology

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,
north of San Francisco

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

The New Marketing Landscape
• Earned Media (PR)

• Owned Media
(Website)

• Advertising (Paid)

• Social Media
(Community)

Engagement as the basis for
Social Currency
• Responding
• Engagement /
Participation
• Sharing / Thanking
• User Generated
Content

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

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The Social Currency of Social Media by @JoeyShepp

1. The Social Currency of Social Media By Joey Shepp

2. JoeyShepp.com • Reconciling Ecology + Technology • Technology Therapist • Futurist

3. • Website Design and Development, Social Media Marketing, and Branding • Located in the EcoTown of Fairfax, north of San Francisco

4. Social Media is Big Latest Stats

5. Wide Spread Adoption

6. International Growth

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. The New Marketing Landscape • Earned Media (PR) • Owned Media (Website) • Advertising (Paid) • Social Media (Community)

9. Measuring Social Media ROI • Direct (sales/lead gen) • Baseline: 6-12 month process • Brand Sentiment • Engagements

10. Engagement as the basis for Social Currency • Responding • Engagement / Participation • Sharing / Thanking • User Generated Content

11. The Many Value Streams of Social Media

12. Brand Value Give your Brand Away to your Customers

13. Case Study Stabilize Brand Value Most Volatile Asset Sentiment Analysis Aﬀects Stock Prices

14. Direct Sales Deliver Value Directly to Customers

15. Case Study E-commerce is Trackable Referral Source Conversation Rate

16. Lead Generation Produce Content that Inspires Curiosity to Learn More

17. Case Study Solar Installation Lead Generation

18. Special Offers Make your customer community feel special.

19. Case Study Dell Outlet Twitter $3 million in sales in 2 years / Cost: the salary of one employee.

20. Customer Support Responding and ﬁxing problems creates loyal customers

21. Case Study Comcast Cares Dedicated Twitter Account for Customer Support

22. Crowd Sourcing Innovation Draw innovation from your customer community.

23. Case Study Starbucks Sponsors EcoCup contest

24. CSR Communications Tell your company’s responsibility story every day

25. Case Study Seventh Generation CRS Innovation Open Feedback Contests for Innovation

26. Environmental Impact Social Media is Good for the Environment

27. Case Study: Social Media is Sustainable Reduced Travel Many to Many Communications Reduced Paper Use Energy Use???

28. Social Good Use Social Media to Deliver Social Good

29. Million Baby Crawl • Seventh Generation • Consumer Activism Campaign • Toxic Chemical Policy Reform

30. In Summary Sustainable Business is Perfect for Social Media • Openness • Transparency • Authenticity • Full Disclosure

31. Reminder: Stay Human

The Social Currency of Social Media by @JoeyShepp

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