By now you’re surely aware that social media is a must in any marketer’s arsenal. But can you do it all? And should you? These slides include tools for assessing the pros and cons of blogging, tweeting, FaceBook, Linked In pages, and online review programs to help you figure out which of these tools makes sense for your company, and what you can expect to achieve from each of these new social media platforms.

1. Choosing the Right
Social Media Tools for
YOUR Green Business
Social Media for Sustainable Brands™
Copyright 2009 4GreenPs

2. Agenda
• Social Media Meets Green
• Setting Goals and Establishing Measurement Metrics
• The 4GreenPs Social Media/Business Goals Matrix™
• The 4GreenPs Social Media Careabouts Matrix™
• Re-Assessing
• Thank You & Registration Info For Our Next Webinar
Social Media for Sustainable Brands™
Copyright 2009 4GreenPs

3. In February, social network usage exceeded Web-based
 e-mail usage for the first time.
*Nielsen Online, 4/09
Affluent, highly educated consumers blog:
 • 1:3 Income >$75K
• 1:4 Income >$100K
*Technorati SOTB ‘09, 10/21/09
The “Power Moms” (ages 25 to 54):
 • 2x as likely as avg. US Internet users to provide frequent
online advice about parenting and family issues (88%
more likely), non-food household products (84% more 73% increase in
likely), and beauty/cosmetics (82% more likely). time spent on social
• 51% more likely than average Web users to provide networking sites in
frequent online advice on clothes and fashion, food and the last year.
beverage products (39% more likely than average), home Nielsen Online, 4/09
decorating (36% more likely than average), and health,
dieting and exercise (27% more likely than average).
*Nielsen, 10/08
Social Media for Sustainable Brands™
Copyright 2009 4GreenPs

4. “Green” Consumers
Businesses targeting green consumers are doing more than selling a product or
service, they are tapping into an ethos.
LOHAS consumers:
• $209B marketplace (U.S. only)
for “goods and services
focused on health, the
environment, social justice,
personal development and
sustainable living.”*
• Approximately 19% percent of
the adults in the U.S., or 41
million people, are currently
considered LOHAS
Consumers. **
*Source: LOHAS Natural Marketing Institute
**Source: LOHAS Forum
Social Media for Sustainable Brands™
Copyright 2009 4GreenPs

5. Social Media Meets Green
Green
Groups
Social Media for Sustainable Brands™
Copyright 2009 4GreenPs

6. Setting Goals & Measurement Metrics
NOT THE FUN PART…
BUT THE IMPORTANT PART
YOUR Business Goals:
• Market Intelligence (Identifying
consumer careabouts, trends,
etc)
• Competitive Tracking (Key
competitor messaging,
positioning, mkting spend)
• Customer Service
• Brand Awareness
• Sales
• Driving traffic to retail outlets
or events
Social Media for Sustainable Brands™
Copyright 2009 4GreenPs

7. The 4GreenPs Social Media/Business Goals Matrix™
Tools Careabouts
Market Competitive Customer Brand Sales Driving
Intelligence Tracking (Key Service Awareness Traffic
(Identifying competitor (to retail outlets
consumer messaging, or events)
careabouts, positioning, mkting
trends, etc) spend)
Twitter
Facebook
Linked in
youTube
Blog
Outreach
Blog
Review
Programs
Social Media for Sustainable Brands™
Copyright 2009 4GreenPs

8. ROI?
“It’s a world where for now the normal
rules of Return on Investment
don’t apply.”
-Advertising Age, 7/09
"We believe it's the way of
communicating in the future, so this is
not a short-term ROI ... this is really an
investment in our brands and
understanding our consumers."
- -Jill Beraud, CMO, Pepsi, 7/09
Social Media for Sustainable Brands™
Copyright 2009 4GreenPs

9. Or…You Can Establish Measurement Metrics &
Follow Through
It’s all about a good “Follow-Thru”!
• It’s about more than clicks, RTs, downloads, etc.
• Mix of Quantitative and Qualitative is Best
• What is Important to YOUR Business?
• WHO will do the measuring?
• HOW often?
• Be aware it takes at least a year to get this down.
• Metrics become more valuable over time – tracking
sales back to specific marketing activities.
Social Media for Sustainable Brands™
Copyright 2009 4GreenPs

10. Back to the “Fun” Stuff: A Look at the Options…
MASS MARKET GREEN MARKET
facebook
greenwala
twitter
#Ecomonday
#Waterwednesday
Linked In #greenchat
YouTube Linked In Green
Groups
Corporate & Personal
Blogging gogreenTube
Blog Outreach/Tours
Green Bloggers
Online Review
Social Media for Sustainable Brands™
Copyright 2009 4GreenPs

11. Let’s Break them down…
The 4GreenPs Social Media Careabouts Matrix™
Tools Careabouts
Time Staff Connect to Reach SEO Control Overall
Devoted Expertise Existing New Benefits Score
Customers Audiences
A lot/Heavy Medium Light/Easy
Workload Workload Workload
Social Media for Sustainable Brands™
Copyright 2009 4GreenPs

12. How do they COMPARE?
Tools The 4GreenPs Social Media Careabouts Matrix™
Time Staff Connect to Reach SEO Control
Devoted Expertise Existing New Benefits
Customers Audiences
facebook
twitter
Linked in
youTube
Channel
Corp/
Personal
Blogging
Blogger
Outreach
Blogger
Review
Social Media for Sustainable Brands™
Copyright 2009 4GreenPs

13. Reassessing
Revisit your business goals and your social media program
results. What is happening?
How can you fine tune?
Be aware that social
media can be
addictive…
Make sure you are
reaching your goals,
monitoring and
reassessing.
Social Media for Sustainable Brands™
Copyright 2009 4GreenPs

14. Take-Aways
• You must be monitoring your brand
reputation NOW via google alerts,
tweetbeep, other free tools.
• Choose Your Tools Carefully.
These are not “free” programs…staff
time can be intensive!
What do you want to accomplish?
What can best get you there?
How do you staff it?
• Mix of Deep Green and Mass Market is best for most companies
• Look to conventional companies for marketing inspiration – don’t get too insular!
Social Media for Sustainable Brands™
Copyright 2009 4GreenPs

15. Please Join Us at Our Next Webinar!
• My Green Business is on Twitter: Now What??
• Wednesday, October 28th
• Noon EST
• Register here:
– http://eco-coach.com/eventsWebinars.html
Social Media for Sustainable Brands™
Copyright 2009 4GreenPs

16. Thank You!
Anca Novacovici Lynn Anne Miller
President Founder
Eco-Coach 4GreenPs
www.eco-coach.com www.linkedin.com/
571-275-7700 in/lynnannemiller
301-986-1413
Social Media for Sustainable Brands™
Copyright 2009 4GreenPs