Sustainable Media - How Social Media is the Ultimate Sustainability Technology - by @JoeyShepp
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Transcript of Sustainable Media - How Social Media is the Ultimate Sustainability Technology - by @JoeyShepp
SUSTAINABLE MEDIASOCIAL MEDIA FOR SUSTAINABLE BUSINESS
PRESENTER
JOEYSHEPP.COM
GREENMBA PROGRAM DIRECTOR AT DOMINICAN UNIVERSITY OF CALIFORNIA
PRINCIPAL AT EARTHSITE, DIGITAL MEDIA FOR SUSTAINABLE BRANDS
ROAD MAP
I. INTERNET TRENDS
II. APPLICATIONS
I. OPERATIONS
II. MARKETING
III. FINANCE
III. WHAT’S NEXT?
IV. QUESTIONS
HOW THE INTERNET IS THE ULTIMATE SUSTAINABILITY TECHNOLOGY
INTERNET EVERYWHEREUBIQUITOUS, PERVASIVE
INFORMATION AGE
THE INDUSTRIAL AGE FILLED THE WORLD WITH STUFF
THE INFORMATION AGE IS FILLING OUR WORLD WITH INFORMATION.
CHEAP, ACCESSIBLE, ABUNDANT
POTENTIAL LIMITLESS GROWTH
DISRUPTIVE TECHNOLOGY
FREE
MOBILE
DECENTRALIZED
REAL-TIME
HYPER-LOCAL
CLOSING THE DIGITAL DIVIDE
INTERNET TO REACH 2 BILLION USERS THIS YEAR, REPRESENTING 30% OF GLOBAL POPULATION
70% OF DEVELOPED COUNTRIES
21% OF DEVELOPING COUNTRIES
SOURCE: http://mashable.com/2010/10/19/internet-2-billion/
MOORE’S LAW
SPEED OF COMPUTERS DOUBLES EVERY TWO YEARS
“SINGULARITY” COMING… COMPUTERS TRANSCEND BIOLOGY ~RAY KURZWEIL
FACEBOOK:GLOBAL CITIZENSHIP
500,000,000 ACTIVE USERS
700,000 NEW USERS DAILY!
70% OUTSIDE THE US
380,000 LIKES / MINUTES
ACCOUNTS FOR 25% OF ALL USA PAGE VIEWS
YOUTUBE:YOU ARE THE MEDIA
35 HOURS UPLOADED EVERY MINUTE!
HUNDREDS OF THE MOST POPULAR USERS MAKE 6 FIGURES A YEAR
LADY GAGA AND EMINEM SURPASS 1 BILLION HITS
TWITTER:THE PULSE OF THE PLANET
NEW RECORD SET AT NEW YEAR 2011: 6,939 TWEETS/SECOND
40% USA60% INTERNATIONAL
IN THE USA, 87% AWARENESS, YET ONLY 7% USE IT
SENTIMENT ANALYSIS PROVEN AS ACCURATE AS EXIT POLLS
3,339 TEXTS PER MONTHAVERAGE US TEENAGER
BORN INTO THIS WORLD
92% OF U.S. TODDLERS HAVE AN ONLINE PRESENCE
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.
SUSTAINABLE MEDIA
PRINCIPLES AND APPLICATIONS
SUSTAINABLE MEDIA PRINCIPLES
DEMOCRATIC
TRANSPARENCY
DECENTRALIZED
LOCALIZED
LESS PAPER
LESS TRAVEL
CAN BE CLEAN AND RENEWABLE
OPERATIONS
WORKING IN THE CLOUD
CLOUD STORAGE
ABUNDANT ONLINE STORAGE MEANS CHEAP END-USER DEVICES
BENEFITS INCLUDE AFFORDABLE, ACCESSIBLE, COLLABORATIVE, RELIABLE
VIDEO CONFERENCING
KEY TECHNOLOGIES: CISCO LIVECONFERENCE, SKYPE AND IPAD/FACETIME
DRIVEN BY COST OF TRANSPORTATION
NOT A REPLACEMENT FOR PHONE, BUT IN ADDITION
REAL TIME LOGISTICS
ONLINE SHOPPING INCREASING AS SHIPPING LOGISTICS ARE REFINED
UPS BANNED LEFT TURNS FOR GAS SAVINGS AFTER IN-DEPTH STUDY
LOCAL FOOD SOURCING
PAPERLESS
AMAZON.COM NOW SELLS MORE DIGITAL BOOKS THAN PHYSICAL BOOKS.
KEY TECHNOLOGY: FUJUTSU SCANSCAP SCANNERS
MOBILITY
INCREASED WIRELESS ACCESS, CHEAPER MOBILE DEVICES
GPS ALLOWS LOCALIZED DATA
KEY TECHNOLOGIES: GPS, 4G, MOBILE HOT SPOTS, ANDROID, IOS
CROWD SOURCING
PRODUCT DESIGN
CUSTOMER SUPPORT
MARKET RESEARCH (SENTIMENT ANALYSIS)
CASE STUDIES: LOCAL-MOTORS, PEPSI REFRESH, STARBUCKS
MARKETING
THE RISE OF SOCIAL MEDIA
RADICAL TRANSPARENCY
MANY TO MANY COMMUNICATIONS ACCELERATES SHARING
PEOPLE TRUST THEIR PEERS
BRANDS NO LONGER CONTROL THE MESSAGE
CUSTOMER COMMUNITY
NO LONGER “CONSUMERS”
COMMUNITY MANAGER
ABOUT ENGAGEMENT
ACKNOWLEDGED POWER DYNAMIC
CUSTOMER STAKEHOLDER
CORPORATE SOCIAL RESPONSIBILITY
EXPECTATION TO COMMUNICATE SOCIAL & ENVIRONMENTAL WORK THROUGH MARKETING
YEARLY REPORTS MOVING TO DAILY COMMUNICATION
HIGHER LEVELS OF ACCOUNTABILITY BECAUSE OF RADICAL TRANSPARENCY
DATA VISUALIZATION
CUSTOMERS WILLING TO SHARE MORE PERSONAL INFO
COMPANIES WILLING TO SHARE DATA THROUGH API’S.
WEALTH OF ACCESS TO DATA
KEY COMPANIES: COOL INFO GRAPHICS, INFORMATION IS BEAUTIFUL,
SOCIAL MEDIA POLICY
DEVELOP A “LIVING DOCUMENT” OF BEST-PRACTICES AND STRATEGY FOR DEALING WITH PROBLEM ISSUES
DATABASE OF SOCIAL MEDIA POLICIES: HTTP://SOCIALMEDIAGOVERNANCE.COM
FINANCE
ACCOUNTING FOR EVERYTHING
MICROFINANCE
MICROLOANS FOR STARTUP CAPITAL
HIGH REPAYMENT RATE FOR LOANS
ALTERNATIVES TO VC FINANCING
KEY COMPANIES: KIVA, KICKSTARTER, CROWDRISE
GROUP BUYING
CONSUMERS BAND TOGETHER FOR DEEP DISCOUNTS
BUSINESSES GET COMMITTED VOLUME + MARKETING BUZZ
KEY COMPANIES: GROUPON, SOCIAL LIVING
THE LONG TAIL
THE LONG TAIL OF AN EXPONENTIAL GRAPH
LOTS OF SMALL MARKETS COMBINED ARE BIGGER THAN POPULAR MARKETS
EXAMPLE: LOTS OF SMALL BLOGS MAKE AS STRONG AS A VOICE AS MAJOR MEDIA
FREEMIUM
OFFER A ROBUST FREE PRODUCT WITH AN UPSELL OPPORTUNITY FOR POWER USERS
BUILDS A LARGE, STABLE CUSTOMER BASE
SOCIAL GOOD FOR THE LOW INCOME
KEY COMPANIES: 37SIGNALS, GOOGLE, FACEBOOK
WIKILEAKS
TECHNOLOGY SUPPORTS LEAKS
FEAR OF EXPOSURE DRIVES MORE ETHICAL BEHAVIOR
FINANCIAL MODELS MUST ADJUST TO FULL COST ACCOUNTING
EFFECTS BUSINESS, BUT ALSO GOVERNMENT
A FLAT WORLDINFORMATION AND CREATIVITY REMAIN
CREATIVE CAPITAL
EDUCATION
CREATIVITY
STRATEGY
IDEAS
FUTURES
STAY HUMANIT’S ABOUT PEOPLE TO PEOPLE TIES
MORE INFO
TWITTER ACCOUNTS
@JoeyShepp
@GreenMBA
@SocialGoodMedia
TWEET ME YOUR QUESTIONS@JOEYSHEPP YOUR QUESTION
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