Social marketing and sustainability

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1 Social marketing and sustainability There are no limits to the possibilities now March 6, 2014

2 Learning Objectives and Agenda Learning Objectives: 1. Educate leadership about the value or potential of social media to change behavior - e.g. litter less, recycle more, drive less, bike more, use their own shopping bags, embrace smart meters, advocate for green buildings, What behavior needs to change? Why? What is the goal? Increase sustainable behavior within different population groups (visible behavior changes) What are the consequences of the status quo on the company, community, society? Cost of action? Costs of inaction (short term and long term)? Bottom Line? 2. Identify available social media tools in use in the marketplace Who is your target market? What are they using? What is the trend in 5 years? 10 years? 3. Build a social media campaign to create behavior change Messaging differentiation, frequency. 4. Determining which metrics to use when evaluating the effectiveness of social media campaigns How do you define success? What are you measuring? For how long? Google Analytics. What else? There s an app for that!

3 What is social media? so cial me di a Noun social media; plural noun: social medias 1. websites and applications used for social networking.

4 Types of social media tools (1)

5 Types of Social Media (2) Other views, other sharing Sites

6 Climate Change vs. Use of Social Media Social Media Index 2012 continued Major change in findings between 2011 and Even more significant report expected in Data 48 US companies 11 companies from France 11.5 companies from the UK 70 companies publish dedicated Sustainability Blogs or Magazines

7 Climate Change vs. Use of Social Media (2) Social Media Index 2012 data 40 companies share their sustainability reports 4 shared reports using IPAD apps 15 companies had pinterest pages Consumer GOODS was the best represented sector (27 companies)

8 Leadership Got the Message STEP ONE - Educate leadership about the value of social media: 1. Power to INFLUENCE individual behavior 2. Power to CHANGE behavior on neighborhood and community scale 3. Power to INCREASE the bottom line 4. What else? What do you need to know? Where do executives get their information Who else do executives care about?

9 Can you market Sustainability? You betcha Sustainability no longer for niche stakeholders. How can sustainability be communicated in an engaging fashion? How can sustainability be communicated in a compelling fashion?

10 Case Study: Patagonia Consumer to Carbon Footprint In 2013, Patagonia established a microsite for consumers to track the progress of how products are manufactured. 10 more products will go up this year. Consumers DID respond One positive surprise - shipping by sea represented less than one percent of the total energy use in its supply chain. Manufacturing however, used more energy than expected. Caveat - with only the primary materials being traced and no packaging being evaluated, its findings are limited.

11 Patagonia Case Study - Consumer to Carbon Footprint 11

12 What causes behavior change? Hypothesis: People will change their behavior based on what they see others doing. changing individuals actions can be achieved by highlighting the behavior of others We can use social norms to promote sustainable behavior People tend to act in a way that is socially acceptable. If a particular behavior (littering, for example) can be cast in a socially unacceptable light, then people should be less likely to engage in it. Can we test this hypothesis by using social marketing activities within a community of people?

13 Behavior change (2) Pictures and videos of ordinary people ( like me ) engaging in sustainable behaviours are a simple and effective way of generating a sense of social normality around saving energy. We will share examples here

14 Baltimore Energy Challenge om/baltimoreenergycha llenge

15 Example Building a Social Media Campaign - making change happen

16

17 Secrets of Social Media - Increasing Visibility Hashtags (#) are the most powerful tool used by many social media tools for branding, search, increasing optimization instagram, twitter and similar social media. Do a search for something you like food for example, with a Hashtag. use TONS OF THEM on each of your posts to maximize the number of feeds where your images will appear

18 Visibility (2) Check out and look for terms that are related to your work in sustainability. For our test case, look for #instafood and you will immediately see dozens of related hashtags across millions of photos. TIP: the more people using the hashtag (#) the more people click the hashtag = more people potentially seeing your photo and your service, product, site etc.

19 Know your goals How does social media fit into your company or organization s overall business goals and objectives? What outcome from the social media strategy will make the effort of tweeting, posting and pinning worthwhile? Is social media for YOUR sustainable product, service, program a Promotion? deal-closer Introduction? Service? Education? Traffic to the website for some other purpose? or something else altogether? Why are you using social media?

20 Metrics and Measurement How do you know if you got it right? 1. Determining which metrics to use when evaluating the effectiveness of social media campaigns How do you define success? What are you measuring? For how long? Google Analytics. What else? There s an app for that!

21 Which metrics are best when evaluating social media campaigns? There are hundreds of different elements we could measure. Don t : measure for the sake of measuring, or Hang on to numbers because they are easy to get. Answer the question: Is social media worth it? What Makes A Good Metric Distinguish a good metric from a bad one. A good metric: Is understandable to all parties Can be consistently collected Informs or changes your behavior

22 More on Metrics Basic Metrics for Social Media 1. Activity 2. Reach 3. Engagement 4. Acquisition 5. Conversion. Activity. Show exactly what you re doing, including posting, scheduling, optimizing content, answering questions, and solving problems. Sample Metrics: Post Rate, Response Rate, Average Response Time, Customer Service Savings Reach These metrics quantify who is hearing your message and how your brand is being perceived. Sample Metrics: Audience Growth Rate, Brand Awareness, Sentiment, Share of Voice, Share of Conversation Engagement. These metrics focus on the effect the message has on those who hear it. How engaged is the audience, will they talk to you/your company, will they spread your message and more. Sample Metrics: Conversation Rate, Applause rate, Amplification Rate, Overall Engagement Rate

23 More on Metrics (2) Acquisition. This metric gauges a brand s ability to turn engagement into action or targeted traffic to your website. Acquisition metrics work to tie your social campaign activities to specific goals and events on your brand s website. Sample Metrics: Click-Through Rate, Social Visits, Visitor Frequency Rate, Visit Duration. Conversion. These are the metrics that tie social media activity directly to making money. Conversion means different things to different organizations, depending on the business and its goals - purchasing a product, signing up for a trial, renewing a membership. Sample Metrics: Assisted Social Conversions, Last Interaction Social Conversions, Assisted/Last Interaction Conversion Ratio, Social Media as a Percentage of Total Conversions.

24 Metrics (3) Choose the metrics that provide the most value and insight for YOUR program. Need to build awareness of a NEW PRODUCT? o Measure increase in growth rate of the audience, increase in chat, share of the conversation. Measuring SALES? o Measure the conversion of social media hits to purchases

25 Summary Know your leadership Education your leadership Sustainability and Social Media go hand in hand Metrics matter, but make the rights ones meaningful #sustainability q7k youtube vidoe on Future Sustainability Leaders

26 @Questions re: #Sustainability Contact us at:

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