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.
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
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
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
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
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
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.