A presentation made to university students on a clean production class.

1. Using Social Media
for
Low Carbon Economy
Marc CHOW
Director, Internet Marketing
@ TreeBread.com

2. Agenda
1. Participating the low
carbon economy with a
web presence
2. 6 types of advocacy
websites suitable for low
carbon theme
3. Who cares?
4. Explain social media and
its role
5. Use of social media in
team setting

3. Meet Marc CHOW
• Building engineer by training
• Worked 5-year as a management
consultant on regional executive search
• Ventured into e-Business full time since
2000
• eBay Platinum Power Seller in 2003
• Founded Jaccofashion.com in 2008
retailing ladies fashion clothes online –
among Asian Top-3 e-shops in that niche,
on ZERO $$ marketing budget

4. Typical Participants in an Economy
1. Researchers
2. Public policy
makers
3. Buyers
4. Sellers
5. Intermediates

5. Who Knows What You are Doing or Wanting?
• Researchers • Mass
communications via
• Public policy
conventional media
makers
(TV, radio, papers…)
• Buyers
• Niche
• Sellers communications via
• Intermediates personal networks
and organizational
affiliates

6. Make a Web Presence
• Mass • It can be made
communications via to serve EITHER
conventional media or BOTH goals
(TV, radio, papers…) • It is much
• Niche cheaper to
communications via create and to
personal networks maintain in long
and organizational term
affiliates

7. 6 Types of Low Carbon Advocacy Websites
Type Target Audience Advocacy Goal Typical User
Calculators and Peer- Individuals, employees Motivation for NGOs, Cost-center
Ranking and virtual personal action
communities
Customer Tools for Consumers New consumption Commercial, Profit-
New Lifestyle patterns center
Peer-to-Peer Technological hobbyist Knowledge exchange Cost- or Profit- center
Knowledge Sharing
Peer-to-Peer Activation Active citizens, local Local initiatives and Cost- or Profit- center
and Inspiration communities networks
Scaling Up Project Local communities and Evidence of collective NGOs, Cost-center
Ideas of Change NGOs impact and better
Makers quality of activist
actions
Lobby Tools Politically interested Macro level political Pressure groups,
citizens pressure Political parties

8. Calculators & Peer-Ranking: 1010global.org

9. Calculators & Peer-Ranking: 1010global.org

10. Calculators & Peer-Ranking: many more
Type Target Audience Advocacy Goal Typical User
Calculators and Peer- Individuals, employees Motivation for NGOs, Cost-center
Ranking and virtual personal action
communities

11. Customer Tools for New Lifestyle: dopplr.com

12. Customer Tools for New Lifestyle: C2C Recycling
Type Target Audience Advocacy Goal Typical User
Customer Tools for Consumers New consumption Commercial, Profit-
New Lifestyle patterns center

13. Peer-to-Peer Knowledge Sharing: appropedia.org

14. Peer-to-Peer Knowledge Sharing
Type Target Audience Advocacy Goal Typical User
Peer-to-Peer Technological hobbyist Knowledge exchange Academy, Associations,
Knowledge Sharing Cost- or Profit- center

15. Peer-to-Peer Activation and Inspiration: transitionnetwork.org

16. Peer-to-Peer Activation and Inspiration and others:
More available in Europe
Type Target Audience Advocacy Goal Typical User
Peer-to-Peer Activation Active citizens, local Local initiatives and Cost- or Profit- center
and Inspiration communities networks
Scaling Up Project Local communities and Evidence of collective NGOs, Cost-center
Ideas of Change NGOs impact and better
Makers quality of activist
actions
Lobby Tools Politically interested Macro level political Pressure groups,
citizens pressure Political parties

17. Lobby Tools
Type Target Audience Advocacy Goal Typical User
Lobby Tools Politically interested Macro level political Pressure groups,
citizens pressure Political parties

18. Who Cares?

19. Sustainable Activities + Mass Communication

20. Part I Summery
• Creating a web presence is the
most cost effective way to
participate in the low carbon
economy
• There are few different
approaches in defining purpose of
your low carbon website, very
much depending on your target
audience and corporate goals
• Once your created your web
presence, care about its usage
and sustainability

21. Sustainable Activities + Mass Communication

22. Sustainable Activities + Mass Communication
Social Media
is the answer for
Cost Effective Communication

23. Define “Social Media”
“Social News” “Social
Networking” “Social Content”
“Social Media Marketing”
“Social Media Management”
“Digital Marketing” “Internet
“SEO (Search Engine Marketing” “Web 2.0”
Optimization)” “SEM (Search
Engine Marketing)”

24. Social Media
Conversations Communities

25. It’s anywhere people
are having conversations
Not controlled :: Not organized :: Not structured
Sometimes scary :: Sometimes honest

26. Behavior Change

27. … Our thoughts become words online. Over time, it is how we
put our words into action that establishes our character… that
paves the way for relationships and opportunities.

28. Time spent online
Source: http://www.edisonresearch.com/home/archives/2010/04/the_infinite_dial_2010_use_of_social_media_explodes.php
http://www.edisonresearch.com/home/archives/Q3%20Media%20Perceptions%20-%20large%20slides%20_2_.pdf
People are creating and selecting their own content
 Web 2.0  User-Generated-Content (UGC)

29. A Firmed and Growing Market

31. We’ve always
been sociable...
...but now it’s
scalable.

33. Part II Summery
• Social media is about conversations and
communities.
• Social media is the most cost effective means
to manage people conversations and online
communities.
• Adoption of social media for business is a
growing trend. It will go only bigger and never
returns, because:
1. People are spending more and more time online.
2. Companies are shifting marketing/PR spend online from
conventional channels, so to capture shift of the above
change.
3. More money is spending on the market, more service will
be developed.

34. What if I
ignore the
social media?
… it can be
disastrous,
and cost
much more to
recover.

37. Use of Social Media
• Don’t ignore its
influential power
• Use it - Take
advantage of its
influential power to
create sustainable
traffic to your web
properties
• Use it wisely

38. Vitalization of Web Properties
Content is King. Traffic is Queen.
Married they give birth of
Princes & Princesses named
Prosperity, Prospects, Leads, Customers and Sales.

43. Key Success Factors
• Vitalization of your
web properties by
creating sustainable
two-way
communications
• Sustainable team
work process

44. Social Media Tools
.com eDM Market Presense Market Presense Market Presense Market
Home base Social Media Conversations Intelligence
aweber
mailchimp
madmimi
wordpress
genoo
hubspot
eloqua
marketo
socialcast
sproutsocial
hootsuite
google
compete

45. Sproutsocial

46. Sproutsocial
Social conversations are made here

47. Sproutsocial

48. Sproutsocial

49. Sproutsocial

50. Social Business Budgeting

51. Part III Summary
• Use social media for sustainable usage of
your web properties wisely.
• Content is King. Traffic is Queen. Married
they get you to your community goals.
• Social media drives traffic to your own
website.
• Conversations on social media and your own website can be
done by team work.

52. Conclusion
1. Participating the low carbon
economy with a web presence
is cost effective for largest
possible influence.
2. 6 types of advocacy websites
suitable for low carbon theme.
Define your audience and goals
leading to a best fit selection.
3. Who cares? You need to be proactive for a
sustainable usage of your web properties
4. Social media is the most cost effective way to
create sustainable web presence
5. There are quite a few social media tools for easy
conversation management in team setting