Fall 2010 RefreshSOCIAL MEDIAfor Sustainable Business by JoeyShepp.com
ABOUT THE PRESENTER Joey Shepp• Principal at Earthsite New Media Agency for Sustainable Brands• Technology Thera...
ROADMAP1. Trends • Lots of Content, Move Quickly2. Principals • Presentation Available Online3. Applications ...
WHAT IS SOCIAL MEDIA?• Social Networking• Online Video• Blogging• Ratings/Reviews• Sharing Content
THE NEW MARKETING LANDSCAPE• Earned Media (Public Relations)• Owned Media (Website)• Advertising (Paid)• Social ...
SOCIAL MEDIA TRENDS
INTERNET TO SURPASS 2 BILLION USERS THIS YEAR• 30%of the world population by end of this year• Developed Countries: 71% De...
92% OF U.S. TODDLERS HAVE ONLINE PRESENCE ~from security firm AVGThe vast majority of child...
THE AVERAGE MOBILE PHONE TEENAGER SENDS 3,339 TEXTS PER MONTH Teen females send an incredible 4,050 texts per month, ...
FOUR OUT OF FIVE NEW MEDIA USERSinteract with companies and brands online source
BELIEF THAT SOCIAL MEDIAPROVIDES AN OPPORTUNITY TOREACH NEW CUSTOMERSMiresBall and KRC Research interview Brand Marketers
TWO-THIRDS OF AMERICAN NEW MEDIA USERS Feel they can influence business practices by voicing opinions online. ...
WHAT PEOPLE WANT FROM BUSINESSES• 85% what’s in products and how they’re made• 83% additional details about l...
SOCIAL MEDIA IS PERFECT FOR SUSTAINABLE BUSINESS Openness Authenticity• Sustainable ...
10 SOCIAL MEDIA PRINCIPLES
1STARTS WITH LISTENING
2 COMMUNITY, NOT CONSUMERS
3 SOCIAL CURRENCY
4 RADICAL TRANSPARENCY
5 MANY TO MANY
6 REPUTATION DRIVES ACCOUNTABILITY
7 REAL TIME
8 ENGAGEMENT AND INTERACTION
9 PERSONALIZED
10 HYPER-LOCALIZATION
THE MANY APPLICATIONS OF SOCIAL MEDIA
STABILIZE BRAND VALUE Give your Brand to your Customers
STABILIZE BRAND VALUE• Most Volatile Asset• Sentiment Analysis• Affects Stock Prices
DIRECT SALESDeliver Value Directly to Customers
E-COMMERCE IS TRACKABLE• Referral Source• Conversation Rate
LEAD GENERATIONProduce Content that Inspires Curiosity to Learn More
SOLAR INSTALLATION LEAD GENERATION
REFERRALSCustomer Sharing is Free and more Trusted
THE VALUE OF SOCIAL MEDIA "SHARES" Eventbright Study• Facebook: $2.52• Twitter: $0.43• LinkedIn: $0.90• Email: $2.34
SPECIAL OFFERSMake your customer community special.
DELL OUTLET TWITTER $3 million in sales in 2 years Cost only the salary of one employee.
CUSTOMER SUPPORTResponding to and fixing problems creates loyal customers
COMCAST CARESDedicated Twitter Account for Customer Support
CROWD SOURCING INNOVATION Draw innovation from your customer community.
STARBUCKS SPONSORS ECOCUP CONTEST
LOCALIZATIONSocial Media allows for localization of brands, products and services
ENCOURAGE REGIONALINDEPENDENT SOCIAL MEDIA
INDEPENDENT MEDIAList of WholeFoods Regional Twitter Accounts
LOCALBENEFITS Special Offers withFoursquare Checkins
MICROFINANCEThe provision of financial services to low-income clients, who traditionally lack access to bank...
KIVA.ORG A total of 220,977 loans have been funded. The average loansize is $382.77. Its current repayment rate is 98.90%
KICKSTARTERGroupbuying meets Funding
$50,000 IN 48 HOURS
CSR COMMUNICATIONSTell your company’s responsibility story every day
SEVENTH GENERATIONCEO, JEFFREYHOLLENDERWhat the world needs is... "Mediamavens who can leverage social media into politica...
ENVIRONMENTAL IMPACTSocial Media is Reduces Environmental Footprint
SOCIAL MEDIA IS SUSTAINABLE• Reduced Travel• Many to Many Communications• Paperless Office• Energy Use…...
SOCIAL GOODUse Social Media to Deliver Social Good
MILLION BABY CRAWL• Seventh Generation• Consumer Activism Campaign• Toxic Chemical Policy Reform
SOCIAL MEDIA HOW TO
ONLINE MARKETING Website Social Media Advertising Conversations Brand ...
SKILLS OF SOCIAL MEDIA1. Strategy2. Community Facilitating3. Blogging and Writing Skills4. Design, Creative and Production...
MEASURING SOCIAL MEDIA ROI• Direct (sales/lead gen)• Baseline: 6-12 month process• Brand Sentiment• Engagements
ENGAGEMENT AS THE BASIS FOR SOCIAL CURRENCY• Responding• Engagement / Participation• Sharing / Thanking• User Generate...
RESOURCES NEEDEDPhase/Size Corporate Small Biz Do it yourself ...
SOME RECOMMENDED TOOLS Small/Medium Individual E...
SOCIAL MEDIA IS DIFFERENT Old School New School B2C C2C Top Down Bottom Up Closed ...
Remember toSTAY HUMAN
GO FURTHER Resources
@JoeyShepp | joeyshepp.com@Earthsite | earthsite.net@SocialGoodMedia
TWEET YOUR QUESTIONS@JoeyShepp YOUR QUESTION #PresidioMBA
This work is licensed under the Creative Commons Attribution-Noncommercial- Share Alike 3.0 United States License. ...
Presidio Social Media For Sustainable Business Oct 2010 101022010629 Phpapp01
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Presidio Social Media For Sustainable Business Oct 2010 101022010629 Phpapp01

Published on: Mar 4, 2016
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Transcripts - Presidio Social Media For Sustainable Business Oct 2010 101022010629 Phpapp01

  • 1. Fall 2010 RefreshSOCIAL MEDIAfor 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. ROADMAP1. Trends • Lots of Content, Move Quickly2. Principals • Presentation Available Online3. Applications • Questions at the End4. 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 AVGThe vast majority of childrentoday will have onlinepresence by the time theyare two years old — apresence that will continueto build throughout theirwhole 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 USERSinteract with companies and brands online source
  • 11. BELIEF THAT SOCIAL MEDIAPROVIDES AN OPPORTUNITY TOREACH NEW CUSTOMERSMiresBall 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. 1STARTS 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 SALESDeliver Value Directly to Customers
  • 30. E-COMMERCE IS TRACKABLE• Referral Source• Conversation Rate
  • 31. LEAD GENERATIONProduce Content that Inspires Curiosity to Learn More
  • 32. SOLAR INSTALLATION LEAD GENERATION
  • 33. REFERRALSCustomer 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 OFFERSMake your customer community special.
  • 36. DELL OUTLET TWITTER $3 million in sales in 2 years Cost only the salary of one employee.
  • 37. CUSTOMER SUPPORTResponding to and fixing problems creates loyal customers
  • 38. COMCAST CARESDedicated Twitter Account for Customer Support
  • 39. CROWD SOURCING INNOVATION Draw innovation from your customer community.
  • 40. STARBUCKS SPONSORS ECOCUP CONTEST
  • 41. LOCALIZATIONSocial Media allows for localization of brands, products and services
  • 42. ENCOURAGE REGIONALINDEPENDENT SOCIAL MEDIA
  • 43. INDEPENDENT MEDIAList of WholeFoods Regional Twitter Accounts
  • 44. LOCALBENEFITS Special Offers withFoursquare Checkins
  • 45. MICROFINANCEThe 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 loansize is $382.77. Its current repayment rate is 98.90%
  • 47. KICKSTARTERGroupbuying meets Funding
  • 48. $50,000 IN 48 HOURS
  • 49. CSR COMMUNICATIONSTell your company’s responsibility story every day
  • 50. SEVENTH GENERATIONCEO, JEFFREYHOLLENDERWhat the world needs is... "Mediamavens who can leverage social media into political change."• CRS Innovation• Open Feedback• Contests for Innovation
  • 51. ENVIRONMENTAL IMPACTSocial Media is Reduces Environmental Footprint
  • 52. SOCIAL MEDIA IS SUSTAINABLE• Reduced Travel• Many to Many Communications• Paperless Office• Energy Use… getting better
  • 53. SOCIAL GOODUse 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 RatingsSocial Widgets Affiliates Reviews Contacts Social Networks
  • 57. SKILLS OF SOCIAL MEDIA1. Strategy2. Community Facilitating3. Blogging and Writing Skills4. Design, Creative and Production5. Technical Web Development6. Targeted Advertising7. Search Engine Optimization8. 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 NEEDEDPhase/Size Corporate Small Biz Do it yourself Workshops and1. Strategy Hire Consultant Webinars Read Blogs Marketing Role2. Setup Hire Agency Self-Teaches Self-Setup Hire Dedicated Marketing Role 30 minutes3. Maintenance Social Media part time on Social per day Manager Media
  • 61. SOME RECOMMENDED TOOLS Small/Medium Individual Enterprise Business Social TweetDeck Hootsuite CoTweetManagementMonitoring/ 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 toSTAY HUMAN
  • 64. GO FURTHER Resources
  • 65. @JoeyShepp | joeyshepp.com@Earthsite | earthsite.net@SocialGoodMedia
  • 66. TWEET YOUR QUESTIONS@JoeyShepp YOUR QUESTION #PresidioMBA
  • 67. 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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