[UPDATED with extensive 'applications' section and new 'trends' information] Social media has changed marketing and sustainable business is perfectly positioned to leverage this technology. This is a presentation given to the Presidio MBA program by JoeyShepp.com, new media maven. It covers social media trends, principles, case studies, and how-to topics. Twitter @JoeyShepp your question about new media and sustainability.

1. Fall 2010
Refresh
SOCIAL MEDIA
for Sustainable Business
by JoeyShepp.com

2. ABOUT THE PRESENTER
Joey Shepp
• Principal at Earthsite
New Media Agency for Sustainable Brands
• Technology Therapist and Eternal Optimist
• More at http://JoeyShepp.com

3. ROADMAP
1. Trends • Lots of Content, Move Quickly
2. Principals • Presentation Available Online
3. Applications • Questions at the End
4. How To

4. WHAT IS SOCIAL MEDIA?
• Social Networking
• Online Video
• Blogging
• Ratings/Reviews
• Sharing Content

5. THE NEW MARKETING
LANDSCAPE
• Earned Media
(Public Relations)
• Owned Media
(Website)
• Advertising
(Paid)
• Social Media
(Community)

6. SOCIAL MEDIA TRENDS

7. INTERNET TO SURPASS
2 BILLION USERS THIS YEAR
• 30%of the world population by
end of this year
• Developed Countries: 71%
Developing Countries: 21%
• Regionally:
Europe: 65%
Americas: 55%
Asia/Pacific: 21.9%
Africa: 9.6%

8. 92% OF U.S. TODDLERS
HAVE ONLINE PRESENCE
~from security firm AVG
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.

9. THE AVERAGE MOBILE PHONE TEENAGER SENDS
3,339 TEXTS PER MONTH
Teen females send an incredible 4,050 texts per month,
while teen males send an average of 2,539 texts

10. FOUR OUT OF FIVE
NEW MEDIA USERS
interact with companies and brands online
source

11. BELIEF THAT SOCIAL MEDIA
PROVIDES AN OPPORTUNITY TO
REACH NEW CUSTOMERS
MiresBall and KRC Research interview Brand Marketers

12. TWO-THIRDS OF AMERICAN
NEW MEDIA USERS
Feel they can influence business
practices by voicing opinions online.
source

13. 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

14. SOCIAL MEDIA IS PERFECT
FOR SUSTAINABLE BUSINESS
Openness Authenticity
• Sustainable Transparency Full Disclosure
Businesses have
an authentic story
• SustainableBusinesses are
fine with transparency
• Social
& environmental
responsibility is what
community wants to hear

15. 10 SOCIAL MEDIA PRINCIPLES

16. 1
STARTS WITH LISTENING

17. 2
COMMUNITY,
NOT CONSUMERS

18. 3
SOCIAL CURRENCY

19. 4
RADICAL
TRANSPARENCY

20. 5
MANY TO MANY

21. 6
REPUTATION
DRIVES
ACCOUNTABILITY

22. 7
REAL TIME

23. 8
ENGAGEMENT AND
INTERACTION

24. 9
PERSONALIZED

25. 10
HYPER-LOCALIZATION

26. THE MANY APPLICATIONS
OF SOCIAL MEDIA

27. STABILIZE BRAND VALUE
Give your Brand to your Customers

28. STABILIZE BRAND VALUE
• Most Volatile Asset
• Sentiment Analysis
• Affects Stock Prices

29. DIRECT SALES
Deliver Value Directly to Customers

30. E-COMMERCE IS TRACKABLE
• Referral Source
• Conversation Rate

31. LEAD GENERATION
Produce Content that Inspires Curiosity to Learn More

32. SOLAR INSTALLATION LEAD
GENERATION

33. REFERRALS
Customer Sharing is Free and more Trusted

34. THE VALUE OF
SOCIAL MEDIA "SHARES"
Eventbright Study
• Facebook: $2.52
• Twitter: $0.43
• LinkedIn: $0.90
• Email: $2.34

35. SPECIAL OFFERS
Make your customer community special.

36. DELL OUTLET TWITTER
$3 million in sales in 2 years
Cost only the salary of one employee.

37. CUSTOMER SUPPORT
Responding to and fixing problems creates loyal customers

38. COMCAST CARES
Dedicated Twitter Account for Customer Support

39. CROWD SOURCING INNOVATION
Draw innovation from your customer community.

40. STARBUCKS SPONSORS
ECOCUP CONTEST

41. LOCALIZATION
Social Media allows for localization
of brands, products and services

42. ENCOURAGE REGIONAL
INDEPENDENT SOCIAL MEDIA

43. INDEPENDENT
MEDIA
List of WholeFoods Regional
Twitter Accounts

44. LOCAL
BENEFITS
Special Offers with
Foursquare Checkins

45. MICROFINANCE
The provision of financial services to low-income clients, who traditionally
lack access to banking and related services.

46. KIVA.ORG
A total of 220,977 loans have been funded. The average loan
size is $382.77. Its current repayment rate is 98.90%

47. KICKSTARTER
Groupbuying meets Funding

48. $50,000 IN 48 HOURS

49. CSR COMMUNICATIONS
Tell your company’s responsibility story every day

50. SEVENTH GENERATION
CEO, JEFFREY
HOLLENDER
What the world needs is... "Media
mavens who can leverage social
media into political change."
• CRS Innovation
• Open Feedback
• Contests for Innovation

51. ENVIRONMENTAL IMPACT
Social Media is Reduces Environmental Footprint

52. SOCIAL MEDIA IS
SUSTAINABLE
• Reduced Travel
• Many
to Many
Communications
• Paperless Office
• Energy Use…
getting better

53. SOCIAL GOOD
Use Social Media to Deliver Social Good

54. MILLION BABY CRAWL
• Seventh Generation
• Consumer Activism
Campaign
• Toxic Chemical Policy
Reform

55. SOCIAL MEDIA HOW TO

56. ONLINE MARKETING
Website Social Media Advertising
Conversations
Brand
Referrals
Content Search Ads
Sharing
Registrations Display Ads
Ratings
Social Widgets Affiliates
Reviews
Contacts
Social Networks

57. SKILLS OF SOCIAL MEDIA
1. Strategy
2. Community Facilitating
3. Blogging and Writing Skills
4. Design, Creative and Production
5. Technical Web Development
6. Targeted Advertising
7. Search Engine Optimization
8. Analytics, Monitoring and Reporting

58. MEASURING
SOCIAL MEDIA ROI
• Direct
(sales/lead gen)
• Baseline: 6-12
month process
• Brand Sentiment
• Engagements

59. ENGAGEMENT AS THE BASIS FOR
SOCIAL CURRENCY
• Responding
• Engagement /
Participation
• Sharing / Thanking
• User Generated
Content

60. 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

61. SOME RECOMMENDED
TOOLS
Small/Medium
Individual Enterprise
Business
Social
TweetDeck Hootsuite CoTweet
Management
Monitoring/ Google Alerts,
Hootsuite Radian6
Analytics Bit.ly

62. 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

63. Remember to
STAY HUMAN

64. GO FURTHER
Resources

66. @JoeyShepp | joeyshepp.com
@Earthsite | earthsite.net
@SocialGoodMedia

67. TWEET YOUR QUESTIONS
@JoeyShepp YOUR QUESTION #PresidioMBA

68. 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.