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San Francisco Social Media Talk Provides Tips for Sustainable Business

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Earthsite
Earthsite

The document is a presentation about using social media for sustainable businesses. It discusses trends in social media use, principles for effective social media use, and stories of businesses that have successfully used social media. It provides tips on how to get started with social media and metrics to measure success. The presentation encourages sustainable businesses to utilize social media given consumers' interest in transparency and social responsibility.

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San Francisco April, 2010 SOCIAL MEDIA for Sustainable Business by JoeyShepp.com
ABOUT THE PRESENTER Joey Shepp • Principal at Earthsite New Media for Sustainable Brands • Professional Speaker on the topics of New Media and Sustainable Business. • More at http://www.JoeyShepp.com
ROADMAP 1. Trends • Lots of Content 2. Principals • Presentation Available Online 3. Stories • Questions at the End 4. How To
SOCIAL MEDIA TRENDS
WHAT IS SOCIAL MEDIA? • Social Networking • Online Video • Blogging • Ratings/Reviews • Sharing Content
79% OF AMERICAN ADULTS Used the Internet in 2009 source
FOUR OUT OF FIVE NEW MEDIA USERS interact with companies and brands online source
TWO-THIRDS OF AMERICAN NEW MEDIA USERS Feel they can influence business practices by voicing opinions online. source
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
10 SOCIAL MEDIA PRINCIPLES
1 STARTS WITH LISTENING
2 COMMUNITY, NOT CONSUMERS
3 SOCIAL CURRENCY
4 RADICAL TRANSPARENCY
5 MANY TO MANY
6 ACCOUNTABILITY AND REPUTATION
7 REAL TIME
8 ENGAGEMENT AND INTERACTION
9 PERSONALIZED
10 HYPER-LOCALIZATION
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 • SustainableBusinesses have an authentic story • SustainableBusinesses are fine with transparency • Social & environmental responsibility is what community wants to hear
SOCIAL MEDIA stories
SPEAKER VIDEOS Green Festival TV and Radio 200+ Free Podcasts Released
VOLUNTEER MEDIA TEAM 200+ Volunteers Across 5 Cities Video, Photo, Blogging, and Twitter Teams
THE GREENS ARE ON FACEBOOK 6,000+ Fans 60+ Interactions/Week
THE GREENS ARE ON TWITTER TOO 360+ Tweets mentioning Green Festival in 24 hours
#GREENFEST TWEETUP 70 RSVPS
JEFFREY HOLLENDER What the world needs is... "Media mavens who can leverage social media into political change."
INTEGRATED WEBSITE Social Media “Hub”
CEO BLOG The Inspired Protagonist
THOUGHT LEADER JeffHollender.com
YOUTUBE November, 2009: 20,000 views April, 2010: 50,000 views
FACEBOOK November, 2009: 20,000 Fans April, 2010: 60,000 Fans
November, 2009: 11,000+ Followers TWITTER April, 2010: 16,000+ Followers
OUT OF THE BOX THINKING • Crowd-sourcing a CSR 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 WORLD Australia'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
RESULTS INTERNATIONAL 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
Curtis Kimball: “HOW’D YOU HEAR ABOUT ME?”
BUILD A FOLLOWING And quit your day job 10,000+ twitter followers 200+ reviews on yelp
LATEST TWEETS Location & Flavors Constantly Changing
SOCIAL MEDIA HOW TO
ONLINE MARKETING Website Social Media Advertising Conversations Brand Referrals Content Search Ads Sharing Registrations Display Ads Ratings Social Widgets Affiliates Reviews Contact Social Networks
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 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
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 FURTHER Resources
@joeyshepp | joeyshepp.com @earthsite | earthsite.net
TWEET YOUR QUESTIONS @JoeyShepp YOUR QUESTION #GreenFest
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.

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San Francisco Social Media Talk Provides Tips for Sustainable Business

  • 1. San Francisco April, 2010 SOCIAL MEDIA for Sustainable Business by JoeyShepp.com
  • 2. ABOUT THE PRESENTER Joey Shepp • Principal at Earthsite New Media for Sustainable Brands • Professional Speaker on the topics of New Media and Sustainable Business. • More at http://www.JoeyShepp.com
  • 3. ROADMAP 1. Trends • Lots of Content 2. Principals • Presentation Available Online 3. Stories • Questions at the End 4. How To
  • 5. WHAT IS SOCIAL MEDIA? • Social Networking • Online Video • Blogging • Ratings/Reviews • Sharing Content
  • 6. 79% OF AMERICAN ADULTS Used the Internet in 2009 source
  • 7. FOUR OUT OF FIVE NEW MEDIA USERS interact with companies and brands online source
  • 8. TWO-THIRDS OF AMERICAN NEW MEDIA USERS Feel they can influence business practices by voicing opinions online. source
  • 9. 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
  • 10. 10 SOCIAL MEDIA PRINCIPLES
  • 12. 2 COMMUNITY, NOT CONSUMERS
  • 13. 3 SOCIAL CURRENCY
  • 14. 4 RADICAL TRANSPARENCY
  • 15. 5 MANY TO MANY
  • 16. 6 ACCOUNTABILITY AND REPUTATION
  • 17. 7 REAL TIME
  • 18. 8 ENGAGEMENT AND INTERACTION
  • 19. 9 PERSONALIZED
  • 21. 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
  • 22. SOCIAL MEDIA IS PERFECT FOR SUSTAINABLE BUSINESS • SustainableBusinesses have an authentic story • SustainableBusinesses are fine with transparency • Social & environmental responsibility is what community wants to hear
  • 23. SOCIAL MEDIA stories
  • 24. SPEAKER VIDEOS Green Festival TV and Radio 200+ Free Podcasts Released
  • 25. VOLUNTEER MEDIA TEAM 200+ Volunteers Across 5 Cities Video, Photo, Blogging, and Twitter Teams
  • 26. THE GREENS ARE ON FACEBOOK 6,000+ Fans 60+ Interactions/Week
  • 27.
  • 28. THE GREENS ARE ON TWITTER TOO 360+ Tweets mentioning Green Festival in 24 hours
  • 29.
  • 31. JEFFREY HOLLENDER What the world needs is... "Media mavens who can leverage social media into political change."
  • 32. INTEGRATED WEBSITE Social Media “Hub”
  • 33. CEO BLOG The Inspired Protagonist
  • 35. YOUTUBE November, 2009: 20,000 views April, 2010: 50,000 views
  • 36. FACEBOOK November, 2009: 20,000 Fans April, 2010: 60,000 Fans
  • 37. November, 2009: 11,000+ Followers TWITTER April, 2010: 16,000+ Followers
  • 38. OUT OF THE BOX THINKING • Crowd-sourcing a CSR best-practices book • Comment on CSR report, winning ideas win $$$ • Give Away on Mommy Blogs • Downloadable Coupons within Community
  • 40. BEST JOB IN THE WORLD Australia'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
  • 41. RESULTS INTERNATIONAL AWARENESS • 35,000 people applied from 201 countries, 16 finalists. • International press attention • 8 million visitors to website.
  • 42. SOCIAL MEDIA FOR MICROENTERPRISE A Twitter Love Story
  • 43. Curtis Kimball: “HOW’D YOU HEAR ABOUT ME?”
  • 44. BUILD A FOLLOWING And quit your day job 10,000+ twitter followers 200+ reviews on yelp
  • 45. LATEST TWEETS Location & Flavors Constantly Changing
  • 47. ONLINE MARKETING Website Social Media Advertising Conversations Brand Referrals Content Search Ads Sharing Registrations Display Ads Ratings Social Widgets Affiliates Reviews Contact Social Networks
  • 48. 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
  • 49. 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
  • 50. NEW MEASUREMENTS Advertisement Conversation Paid Per View Free / Sharing Page View Social Action One Time Accumulates
  • 51. KEY METRICS • Focus on Interactions • Measure Before and After • Accumulate Social Capital Source: Augustine Fou, ClickZ, Feb 11, 2009
  • 52. GO FURTHER Resources
  • 54. TWEET YOUR QUESTIONS @JoeyShepp YOUR QUESTION #GreenFest
  • 55. 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.