SOCIAL MEDIAfor Sustainable Business

by JoeyShepp.com

San Francisco April, 2010

ABOUT THE PRESENTER

Joey Shepp

• Principal at EarthsiteNew Media for Sustainable Brands

• Professional Speaker on the topics of New Media and Sustainable Business.

• More at http://www.JoeyShepp.com

ROADMAP

1. Trends

2. Principals

3. Stories

4. How To

• Lots of Content

• Presentation Available Online

• Questions at the End

SOCIAL MEDIA TRENDS

WHAT IS SOCIAL MEDIA?

• Social Networking

• Online Video

• Blogging

• Ratings/Reviews

• Sharing Content

79% OF AMERICAN ADULTSUsed the Internet in 2009

source

FOUR OUT OF FIVENEW MEDIA USERS

interact with companies and brands online

source

TWO-THIRDS OF AMERICAN NEW MEDIA USERSFeel they can influence business

practices by voicing opinions online.

source

WHAT PEOPLE WANTFROM 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

10 SOCIAL MEDIA PRINCIPLES

STARTS WITH LISTENING

1

COMMUNITY,NOT CONSUMERS

2

SOCIAL CURRENCY

3

RADICALTRANSPARENCY

4

MANY TO MANY

5

ACCOUNTABILITYAND

REPUTATION

6

REAL TIME

7

ENGAGEMENT AND INTERACTION

8

PERSONALIZED

9

HYPER-LOCALIZATION

10

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

SOCIAL MEDIA IS PERFECT FOR SUSTAINABLE BUSINESS

• Sustainable Businesses have an authentic story

• Sustainable Businesses are fine with transparency

• Social & environmental responsibility is what community wants to hear

SOCIAL MEDIAstories

SPEAKER VIDEOSGreen Festival TV and Radio200+ Free Podcasts Released

VOLUNTEER MEDIA TEAM200+ Volunteers Across 5 Cities

Video, Photo, Blogging, and Twitter Teams

THE GREENS ARE ON

FACEBOOK6,000+ Fans

60+ Interactions/Week

THE GREENS ARE ON

TWITTER TOO360+ Tweets mentioning

Green Festival in 24 hours

#GREENFESTTWEETUP

70 RSVPS

JEFFREY HOLLENDERWhat the world needs is... "Media mavens who can

leverage social media into political change."

INTEGRATED WEBSITESocial Media “Hub”

CEO BLOGThe Inspired Protagonist

THOUGHTLEADERJeffHollender.com

YOUTUBENovember, 2009: 20,000 views

April, 2010: 50,000 views

FACEBOOKNovember, 2009: 20,000 Fans

April, 2010: 60,000 Fans

TWITTER November, 2009: 11,000+ FollowersApril, 2010: 16,000+ Followers

OUT OF THE BOX THINKING

• Crowd-sourcing aCSR best-practices book

• Comment on CSR report, winning ideas win $$$

• Give Away on Mommy Blogs

• Downloadable Coupons within Community

CONSUMER ACTIVISM

BEST JOB IN THE WORLDAustralia'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

RESULTSINTERNATIONAL AWARENESS

•35,000 people applied from 201 countries, 16 finalists.

•International press attention

•8 million visitors to website.

SOCIAL MEDIA FOR MICROENTERPRISE

A Twitter Love Story

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

BUILD A FOLLOWING

And quit your day job

10,000+ twitter followers200+ reviews on yelp

LATEST TWEETSLocation & Flavors

Constantly Changing

SOCIAL MEDIA HOW TO

ONLINE MARKETING

Website Social Media Advertising

BrandContent

RegistrationsSocial Widgets

Contact

ConversationsReferralsSharingRatingsReviews

Social Networks

Search AdsDisplay Ads

Affiliates

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

RESOURCES NEEDED

Phase/Size Corporate Small Biz Do it yourself

1. Strategy

2. Setup

3. Maintenance

Hire Consultant Workshops and Webinars Read Blogs

Hire Agency Marketing RoleSelf-Teaches Self-Setup

Hire Dedicated Social Media

Manager

Marketing Role part time on Social

Media

30 minutesper day

NEW MEASUREMENTS

Advertisement Conversation

Paid Per View Free / Sharing

Page View Social Action

One Time Accumulates

KEY METRICS• Focus on Interactions

• Measure Before and After

• Accumulate Social Capital

Source: Augustine Fou, ClickZ, Feb 11, 2009

GO FURTHERResources

@joeyshepp | joeyshepp.com

@earthsite | earthsite.net

TWEET YOUR QUESTIONS@JoeyShepp YOUR QUESTION #GreenFest

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