SOCIAL MEDIA FOR SUSTAINABLE ENTERPRISEHOW SOCIAL MEDIA IS THE TIPPING POINT FOR

SUSTAINABLE BUSINESS

PRESENTED AT

SUSTAINABLE ENTERPRISE CONFERENCEMAY 13TH, 2011

PRESENTER

JOEYSHEPP.COM

GREENMBA PROGRAM DIRECTOR AT DOMINICAN UNIVERSITY OF CALIFORNIA

FOUNDER AND PRINCIPAL AT EARTHSITE.NET, NEW MEDIA FOR SUSTAINABLE BRANDS

ROAD MAP

I. INTERNET TRENDS

II. THE DIGITAL BUSINESS

I. OPERATIONS

II. MARKETING

III. FINANCE

III. WHAT’S NEXT?

IV. QUESTIONS

“SOCIAL MEDIA IS THE TIPPING POINT FOR SUSTAINABLE ENTERPRISE”

INTERNET EVERYWHEREUBIQUITOUS, PERVASIVE

INFORMATION AGE

THE INDUSTRIAL AGE FILLED THE WORLD WITH STUFF

THE INFORMATION AGE IS FILLING OUR WORLD WITH INFORMATION.

CHEAP, ACCESSIBLE, ABUNDANT

POTENTIAL LIMITLESS GROWTH

DISRUPTIVE TECHNOLOGY

FREE

MOBILE

DECENTRALIZED

REAL-TIME

HYPER-LOCAL

CLOSING THE DIGITAL DIVIDE

INTERNET TO REACH 2 BILLION USERS THIS YEAR, REPRESENTING 30% OF GLOBAL POPULATION

70% OF DEVELOPED COUNTRIES

21% OF DEVELOPING COUNTRIES

SOURCE: http://mashable.com/2010/10/19/internet-2-billion/

MOORE’S LAW

SPEED OF COMPUTERS DOUBLES EVERY TWO YEARS

“SINGULARITY” COMING… COMPUTERS TRANSCEND BIOLOGY ~RAY KURZWEIL

FACEBOOK:GLOBAL CITIZENSHIP

500,000,000 ACTIVE USERS

700,000 NEW USERS DAILY!

70% OUTSIDE THE US

380,000 LIKES / MINUTES

ACCOUNTS FOR 25% OF ALL USA PAGE VIEWS

YOUTUBE:YOU ARE THE MEDIA

35 HOURS UPLOADED EVERY MINUTE!

HUNDREDS OF THE MOST POPULAR USERS MAKE 6 FIGURES A YEAR

LADY GAGA AND EMINEM SURPASS 1 BILLION HITS

TWITTER:THE PULSE OF THE PLANET

NEW RECORD SET AT NEW YEAR 2011: 6,939 TWEETS/SECOND

40% USA60% INTERNATIONAL

IN THE USA, 87% AWARENESS, YET ONLY 7% USE IT

SENTIMENT ANALYSIS PROVEN AS ACCURATE AS EXIT POLLS

3,339 TEXTS PER MONTHAVERAGE US TEENAGER

BORN INTO THIS WORLD

92% OF U.S. TODDLERS HAVE AN ONLINE PRESENCE

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.

THE DIGITAL BUSINESS

SOCIAL MEDIA IS MORE THAN MARKETING

OPERATIONS

WORKING IN THE CLOUD

CLOUD STORAGE

ABUNDANT ONLINE STORAGE MEANS CHEAP END-USER DEVICES

BENEFITS INCLUDE AFFORDABLE, ACCESSIBLE, COLLABORATIVE, RELIABLE

VIDEO CONFERENCING / VOIP

INCREASING BANDWIDTH

DRIVEN BY COST OF TRANSPORTATION

NOT A REPLACEMENT FOR PHONE, BUT IN ADDITION

JOEY’S PICKS: SKYPE, GOOGLE VOICE, VISUAL VOICEMAIL, FACETIME

LOGISTICS AND PACKAGING

ONLINE SHOPPING INCREASING AS SHIPPING LOGISTICS ARE REFINED

UPS BANNED LEFT TURNS FOR GAS SAVINGS AFTER IN-DEPTH STUDY

PACKAGING REDESIGN

JOEY’S PICKS: AMAZON PRIME.

PAPERLESS

AMAZON.COM NOW SELLS MORE DIGITAL BOOKS THAN PHYSICAL BOOKS.

JOEY’S PICKS: FUJUTSU SCANSCAP SCANNER, DROPBOX, EVERNOTE, MYFAX

MOBILITY

INCREASED WIRELESS ACCESS, CHEAPER MOBILE DEVICES

GPS ALLOWS LOCALIZED DATA

2014: MOBILE OVERTAKES DESKTOP

JOEY’S PICKS: IPHONE, IPAD, MI-FI HOTSPOT

CROWD SOURCING

PRODUCT DESIGN

CUSTOMER SUPPORT

MARKET RESEARCH (SENTIMENT ANALYSIS)

JOEY’S PICKS: FACEBOOK QUESTIONS, TWITTER, GOOGLE FORMS

MARKETING

CUSTOMER COMMUNITIES

RADICAL TRANSPARENCY

MANY TO MANY COMMUNICATIONS ACCELERATES SHARING

PEOPLE TRUST THEIR PEERS

BRANDS NO LONGER CONTROL THE MESSAGE

JOEY’S PICK: TWITTER, FACEBOOK, GOOGLE ALERTS

CUSTOMER COMMUNITY

NO LONGER “CONSUMERS”

COMMUNITY MANAGER

ABOUT ENGAGEMENT

ACKNOWLEDGED POWER DYNAMIC

CUSTOMER STAKEHOLDER

JOEY’S PICKS: FACEBOOK PAGE

CORPORATE SOCIAL RESPONSIBILITY

EXPECTATION TO COMMUNICATE SOCIAL & ENVIRONMENTAL WORK THROUGH MARKETING

YEARLY REPORTS MOVING TO DAILY COMMUNICATION

HIGHER LEVELS OF ACCOUNTABILITY BECAUSE OF RADICAL TRANSPARENCY

JOEY’S PICK: BLOGGING WITH WORDPRESS OR TUMBLR

SOCIAL MEDIA POLICY

DEVELOP A “LIVING DOCUMENT” OF BEST-PRACTICES AND STRATEGY FOR DEALING WITH PROBLEM ISSUES

JOEY’S PICK: DATABASE OF SOCIAL MEDIA POLICIES: HTTP://SOCIALMEDIAGOVERNANCE.COM

DATA VISUALIZATION

CUSTOMERS WILLING TO SHARE MORE PERSONAL INFO

COMPANIES WILLING TO SHARE DATA THROUGH API’S.

WEALTH OF ACCESS TO DATA

JOEY’S PICKS: COOL INFO GRAPHICS, INFORMATION IS BEAUTIFUL, SEARCH “INFOGRAPHIC”

FINANCE

ACCOUNTING FOR EVERYTHING

MICRO-FINANCE

MICROLOANS FOR STARTUP CAPITAL

HIGH REPAYMENT RATE FOR LOANS

ALTERNATIVES TO VC FINANCING

JOEY’S PICKS: KIVA, KICKSTARTER, CROWDRISE

GROUP BUYING

CONSUMERS BAND TOGETHER FOR DEEP DISCOUNTS

BUSINESSES GET COMMITTED VOLUME + MARKETING BUZZ

JOEY’S PICKS: GROUPON, SOCIAL LIVING

THE LONG TAIL

THE LONG TAIL OF AN EXPONENTIAL GRAPH

LOTS OF SMALL MARKETS COMBINED ARE BIGGER THAN POPULAR MARKETS

EXAMPLE: LOTS OF SMALL BLOGS MAKE AS STRONG AS A VOICE AS MAJOR MEDIA

JOEY’S PICKS:

FREEMIUM

OFFER A ROBUST FREE PRODUCT WITH AN UPSELL OPPORTUNITY FOR POWER USERS

BUILDS A LARGE, STABLE CUSTOMER BASE

JOEY’S PICKS: GOOGLE APPS, FACEBOOK PAGE, 37SIGNALS, SKYPE, FREE CONFERENCE CALL

WIKILEAKS

TECHNOLOGY SUPPORTS LEAKS

FEAR OF EXPOSURE DRIVES MORE ETHICAL BEHAVIOR

FINANCIAL MODELS MUST ADJUST TO FULL COST ACCOUNTING

JOEY’S PICKS: OPEN LEAKS, MAINSTREAM MEDIA LEAK SITES

WHERE ARE WE GOING?INFORMATION AND CREATIVITY REMAIN

SUSTAINABLE MEDIA PRINCIPLES

DEMOCRATIC

TRANSPARENCY

DECENTRALIZED

LOCALIZED

LESS PAPER

LESS TRAVEL

CAN BE CLEAN AND RENEWABLE

SUMMARY

NEW ECONOMY: SOCIAL CAPITAL

EDUCATION

CREATIVITY

COMMUNITY

STRATEGY

IDEAS

FUTURES

SCALEABLE

STAY HUMANIT’S ABOUT PEOPLE TO PEOPLE TIES

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