Sustainable Media - How Social Media is the Ultimate Sustainability Technology - by @JoeyShepp
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Transcript of Sustainable Media - How Social Media is the Ultimate Sustainability Technology - by @JoeyShepp
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SUSTAINABLE MEDIASOCIAL MEDIA FOR SUSTAINABLE BUSINESS
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PRESENTER
JOEYSHEPP.COM
GREENMBA PROGRAM DIRECTOR AT DOMINICAN UNIVERSITY OF CALIFORNIA
PRINCIPAL AT EARTHSITE, DIGITAL MEDIA FOR SUSTAINABLE BRANDS
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ROAD MAP
I. INTERNET TRENDS
II. APPLICATIONS
I. OPERATIONS
II. MARKETING
III. FINANCE
III. WHAT’S NEXT?
IV. QUESTIONS
HOW THE INTERNET IS THE ULTIMATE SUSTAINABILITY TECHNOLOGY
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INTERNET EVERYWHEREUBIQUITOUS, PERVASIVE
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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
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DISRUPTIVE TECHNOLOGY
FREE
MOBILE
DECENTRALIZED
REAL-TIME
HYPER-LOCAL
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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/
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MOORE’S LAW
SPEED OF COMPUTERS DOUBLES EVERY TWO YEARS
“SINGULARITY” COMING… COMPUTERS TRANSCEND BIOLOGY ~RAY KURZWEIL
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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
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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
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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
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3,339 TEXTS PER MONTHAVERAGE US TEENAGER
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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.
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SUSTAINABLE MEDIA
PRINCIPLES AND APPLICATIONS
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SUSTAINABLE MEDIA PRINCIPLES
DEMOCRATIC
TRANSPARENCY
DECENTRALIZED
LOCALIZED
LESS PAPER
LESS TRAVEL
CAN BE CLEAN AND RENEWABLE
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OPERATIONS
WORKING IN THE CLOUD
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CLOUD STORAGE
ABUNDANT ONLINE STORAGE MEANS CHEAP END-USER DEVICES
BENEFITS INCLUDE AFFORDABLE, ACCESSIBLE, COLLABORATIVE, RELIABLE
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VIDEO CONFERENCING
KEY TECHNOLOGIES: CISCO LIVECONFERENCE, SKYPE AND IPAD/FACETIME
DRIVEN BY COST OF TRANSPORTATION
NOT A REPLACEMENT FOR PHONE, BUT IN ADDITION
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REAL TIME LOGISTICS
ONLINE SHOPPING INCREASING AS SHIPPING LOGISTICS ARE REFINED
UPS BANNED LEFT TURNS FOR GAS SAVINGS AFTER IN-DEPTH STUDY
LOCAL FOOD SOURCING
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PAPERLESS
AMAZON.COM NOW SELLS MORE DIGITAL BOOKS THAN PHYSICAL BOOKS.
KEY TECHNOLOGY: FUJUTSU SCANSCAP SCANNERS
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MOBILITY
INCREASED WIRELESS ACCESS, CHEAPER MOBILE DEVICES
GPS ALLOWS LOCALIZED DATA
KEY TECHNOLOGIES: GPS, 4G, MOBILE HOT SPOTS, ANDROID, IOS
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CROWD SOURCING
PRODUCT DESIGN
CUSTOMER SUPPORT
MARKET RESEARCH (SENTIMENT ANALYSIS)
CASE STUDIES: LOCAL-MOTORS, PEPSI REFRESH, STARBUCKS
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MARKETING
THE RISE OF SOCIAL MEDIA
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RADICAL TRANSPARENCY
MANY TO MANY COMMUNICATIONS ACCELERATES SHARING
PEOPLE TRUST THEIR PEERS
BRANDS NO LONGER CONTROL THE MESSAGE
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CUSTOMER COMMUNITY
NO LONGER “CONSUMERS”
COMMUNITY MANAGER
ABOUT ENGAGEMENT
ACKNOWLEDGED POWER DYNAMIC
CUSTOMER STAKEHOLDER
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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
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DATA VISUALIZATION
CUSTOMERS WILLING TO SHARE MORE PERSONAL INFO
COMPANIES WILLING TO SHARE DATA THROUGH API’S.
WEALTH OF ACCESS TO DATA
KEY COMPANIES: COOL INFO GRAPHICS, INFORMATION IS BEAUTIFUL,
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SOCIAL MEDIA POLICY
DEVELOP A “LIVING DOCUMENT” OF BEST-PRACTICES AND STRATEGY FOR DEALING WITH PROBLEM ISSUES
DATABASE OF SOCIAL MEDIA POLICIES: HTTP://SOCIALMEDIAGOVERNANCE.COM
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FINANCE
ACCOUNTING FOR EVERYTHING
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MICROFINANCE
MICROLOANS FOR STARTUP CAPITAL
HIGH REPAYMENT RATE FOR LOANS
ALTERNATIVES TO VC FINANCING
KEY COMPANIES: KIVA, KICKSTARTER, CROWDRISE
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GROUP BUYING
CONSUMERS BAND TOGETHER FOR DEEP DISCOUNTS
BUSINESSES GET COMMITTED VOLUME + MARKETING BUZZ
KEY COMPANIES: GROUPON, SOCIAL LIVING
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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
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FREEMIUM
OFFER A ROBUST FREE PRODUCT WITH AN UPSELL OPPORTUNITY FOR POWER USERS
BUILDS A LARGE, STABLE CUSTOMER BASE
SOCIAL GOOD FOR THE LOW INCOME
KEY COMPANIES: 37SIGNALS, GOOGLE, FACEBOOK
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WIKILEAKS
TECHNOLOGY SUPPORTS LEAKS
FEAR OF EXPOSURE DRIVES MORE ETHICAL BEHAVIOR
FINANCIAL MODELS MUST ADJUST TO FULL COST ACCOUNTING
EFFECTS BUSINESS, BUT ALSO GOVERNMENT
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A FLAT WORLDINFORMATION AND CREATIVITY REMAIN
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CREATIVE CAPITAL
EDUCATION
CREATIVITY
STRATEGY
IDEAS
FUTURES
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STAY HUMANIT’S ABOUT PEOPLE TO PEOPLE TIES
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MORE INFO
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TWITTER ACCOUNTS
@JoeyShepp
@GreenMBA
@SocialGoodMedia
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TWEET ME YOUR QUESTIONS@JOEYSHEPP YOUR QUESTION
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