Social Media for Sustainable Brands™ Copyright 2009 4GreenPs

Choosing the Right Social Media Tools for

YOUR Green Business

Social Media for Sustainable Brands™ Copyright 2009 4GreenPs

Agenda •  Social Media Meets Green

•  Setting Goals and Establishing Measurement Metrics

•  The 4GreenPs Social Media/Business Goals Matrix™

•  The 4GreenPs Social Media Careabouts Matrix™

•  Re-Assessing

•  Thank You & Registration Info For Our Next Webinar

Social Media for Sustainable Brands™ Copyright 2009 4GreenPs

The “Power Moms” (ages 25 to 54): •  2x as likely as avg. US Internet users to provide frequent

online advice about parenting and family issues (88% more likely), non-food household products (84% more likely), and beauty/cosmetics (82% more likely).

•  51% more likely than average Web users to provide frequent online advice on clothes and fashion, food and beverage products (39% more likely than average), home decorating (36% more likely than average), and health, dieting and exercise (27% more likely than average). *Nielsen, 10/08

73% increase in time spent on social networking sites in

the last year. Nielsen Online, 4/09

In February, social network usage exceeded Web-based e-mail usage for the first time. *Nielsen Online, 4/09

Affluent, highly educated consumers blog: • 1:3 Income >$75K • 1:4 Income >$100K *Technorati SOTB ‘09, 10/21/09

Social Media for Sustainable Brands™ Copyright 2009 4GreenPs

“Green” Consumers

LOHAS consumers: •  $209B marketplace (U.S. only)

for “goods and services focused on health, the environment, social justice, personal development and sustainable living.”*

•  Approximately 19% percent of the adults in the U.S., or 41 million people, are currently considered LOHAS Consumers. **

*Source: LOHAS Natural Marketing Institute **Source: LOHAS Forum

Businesses targeting green consumers are doing more than selling a product or service, they are tapping into an ethos.

Social Media for Sustainable Brands™ Copyright 2009 4GreenPs

Social Media Meets Green

Green Groups

Social Media for Sustainable Brands™ Copyright 2009 4GreenPs

Setting Goals & Measurement Metrics

YOUR Business Goals: •  Market Intelligence (Identifying

consumer careabouts, trends, etc)

•  Competitive Tracking (Key competitor messaging, positioning, mkting spend)

•  Customer Service •  Brand Awareness •  Sales •  Driving traffic to retail outlets

or events

NOT THE FUN PART… BUT THE IMPORTANT PART

Social Media for Sustainable Brands™ Copyright 2009 4GreenPs

Tools Careabouts Market Intelligence (Identifying consumer careabouts, trends, etc)

Competitive Tracking (Key competitor messaging, positioning, mkting spend)

Customer Service

Brand Awareness

Sales Driving Traffic (to retail outlets or events)

Twitter

Facebook

Linked in

youTube

Blog Outreach

Blog

Review Programs

The 4GreenPs Social Media/Business Goals Matrix™

Social Media for Sustainable Brands™ Copyright 2009 4GreenPs

ROI? “It’s a world where for now the normal

rules of Return on Investment don’t apply.”

-Advertising Age, 7/09

"We believe it's the way of communicating in the future, so this is not a short-term ROI ... this is really an

investment in our brands and understanding our consumers."

- -Jill Beraud, CMO, Pepsi, 7/09

Social Media for Sustainable Brands™ Copyright 2009 4GreenPs

Or…You Can Establish Measurement Metrics & Follow Through

• It’s about more than clicks, RTs, downloads, etc. • Mix of Quantitative and Qualitative is Best • What is Important to YOUR Business? • WHO will do the measuring? • HOW often? • Be aware it takes at least a year to get this down. • Metrics become more valuable over time – tracking sales back to specific marketing activities.

It’s all about a good “Follow-Thru”!

Social Media for Sustainable Brands™ Copyright 2009 4GreenPs

Back to the “Fun” Stuff: A Look at the Options…

facebook

twitter

YouTube

Corporate & Personal Blogging

Green Bloggers

gogreenTube

#Ecomonday #Waterwednesday #greenchat

greenwala

Linked In

MASS MARKET

Linked In Green Groups

GREEN MARKET

Blog Outreach/Tours

Online Review

Social Media for Sustainable Brands™ Copyright 2009 4GreenPs

Let’s Break them down…

The 4GreenPs Social Media Careabouts Matrix™

Tools Careabouts

Time Devoted

Staff Expertise

Connect to Existing Customers

Reach New Audiences

SEO Benefits

Control Overall Score

A lot/Heavy Workload

Medium Workload

Light/Easy Workload

Social Media for Sustainable Brands™ Copyright 2009 4GreenPs

How do they COMPARE?

Tools The 4GreenPs Social Media Careabouts Matrix™

Time Devoted

Staff Expertise

Connect to Existing Customers

Reach New Audiences

SEO Benefits

Control

facebook

twitter

Linked in

youTube Channel

Corp/ Personal Blogging

Blogger Outreach

Blogger Review

Social Media for Sustainable Brands™ Copyright 2009 4GreenPs

Reassessing

Revisit your business goals and your social media program results. What is happening?

How can you fine tune?

Be aware that social media can be addictive…

Make sure you are reaching your goals, monitoring and reassessing.

Social Media for Sustainable Brands™ Copyright 2009 4GreenPs

•  You must be monitoring your brand reputation NOW via google alerts, tweetbeep, other free tools. •  Choose Your Tools Carefully. These are not “free” programs…staff time can be intensive! What do you want to accomplish? What can best get you there? How do you staff it?

Take-Aways

•  Mix of Deep Green and Mass Market is best for most companies •  Look to conventional companies for marketing inspiration – don’t get too insular!

Social Media for Sustainable Brands™ Copyright 2009 4GreenPs

Please Join Us at Our Next Webinar!

•  My Green Business is on Twitter: Now What?? •  Wednesday, October 28th •  Noon EST •  Register here:

–  http://eco-coach.com/eventsWebinars.html

Social Media for Sustainable Brands™ Copyright 2009 4GreenPs

Thank You!

Anca Novacovici President Eco-Coach www.eco-coach.com 571-275-7700

Lynn Anne Miller Founder 4GreenPs www.linkedin.com/in/lynnannemiller 301-986-1413