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Using Social Media
         for
Low Carbon Economy

                   Marc CHOW
   Director, Internet Marketing
              @ TreeBread.com
Agenda
1. Participating the low
   carbon economy with a
   web presence
2. 6 types of advocacy
   websites suitable for low
   carbon theme
3. Who cares?
4. Explain social media and
   its role
5. Use of social media in
   team setting
Meet Marc CHOW
•   Building engineer by training
•   Worked 5-year as a management
    consultant on regional executive search
•   Ventured into e-Business full time since
    2000
•   eBay Platinum Power Seller in 2003
•   Founded Jaccofashion.com in 2008
    retailing ladies fashion clothes online –
    among Asian Top-3 e-shops in that niche,
    on ZERO $$ marketing budget
Typical Participants in an Economy

1. Researchers
2. Public policy
   makers
3. Buyers
4. Sellers
5. Intermediates
Who Knows What You are Doing or Wanting?


• Researchers       • Mass
                      communications via
• Public policy
                      conventional media
  makers
                      (TV, radio, papers…)
• Buyers
                    • Niche
• Sellers             communications via
• Intermediates       personal networks
                      and organizational
                      affiliates
Make a Web Presence


• Mass                    • It can be made
  communications via        to serve EITHER
  conventional media        or BOTH goals
  (TV, radio, papers…)    • It is much
• Niche                     cheaper to
  communications via        create and to
  personal networks         maintain in long
  and organizational        term
  affiliates
6 Types of Low Carbon Advocacy Websites
         Type               Target Audience          Advocacy Goal              Typical User
Calculators and Peer-    Individuals, employees   Motivation for           NGOs, Cost-center
Ranking                  and virtual              personal action
                         communities
Customer Tools for       Consumers                New consumption          Commercial, Profit-
New Lifestyle                                     patterns                 center
Peer-to-Peer             Technological hobbyist   Knowledge exchange       Cost- or Profit- center
Knowledge Sharing
Peer-to-Peer Activation Active citizens, local    Local initiatives and    Cost- or Profit- center
and Inspiration         communities               networks
Scaling Up Project       Local communities and    Evidence of collective   NGOs, Cost-center
Ideas of Change          NGOs                     impact and better
Makers                                            quality of activist
                                                  actions
Lobby Tools              Politically interested   Macro level political    Pressure groups,
                         citizens                 pressure                 Political parties
Calculators & Peer-Ranking: 1010global.org
Calculators & Peer-Ranking: 1010global.org
Calculators & Peer-Ranking: many more




        Type              Target Audience           Advocacy Goal       Typical User
Calculators and Peer-   Individuals, employees   Motivation for     NGOs, Cost-center
Ranking                 and virtual              personal action
                        communities
Customer Tools for New Lifestyle: dopplr.com
Customer Tools for New Lifestyle: C2C Recycling




        Type           Target Audience     Advocacy Goal       Typical User
Customer Tools for   Consumers           New consumption   Commercial, Profit-
New Lifestyle                            patterns          center
Peer-to-Peer Knowledge Sharing: appropedia.org
Peer-to-Peer Knowledge Sharing




       Type             Target Audience          Advocacy Goal          Typical User
Peer-to-Peer          Technological hobbyist   Knowledge exchange   Academy, Associations,
Knowledge Sharing                                                   Cost- or Profit- center
Peer-to-Peer Activation and Inspiration: transitionnetwork.org
Peer-to-Peer Activation and Inspiration and others:
                  More available in Europe




         Type               Target Audience          Advocacy Goal              Typical User
Peer-to-Peer Activation Active citizens, local    Local initiatives and    Cost- or Profit- center
and Inspiration         communities               networks
Scaling Up Project       Local communities and    Evidence of collective   NGOs, Cost-center
Ideas of Change          NGOs                     impact and better
Makers                                            quality of activist
                                                  actions
Lobby Tools              Politically interested   Macro level political    Pressure groups,
                         citizens                 pressure                 Political parties
Lobby Tools




        Type     Target Audience           Advocacy Goal            Typical User
Lobby Tools    Politically interested   Macro level political   Pressure groups,
               citizens                 pressure                Political parties
Who Cares?
Sustainable Activities + Mass Communication
Part I Summery

• Creating a web presence is the
most cost effective way to
participate in the low carbon
economy

• There are few different
approaches in defining purpose of
your low carbon website, very
much depending on your target
audience and corporate goals

• Once your created your web
presence, care about its usage
and sustainability
Sustainable Activities + Mass Communication
Sustainable Activities + Mass Communication




          Social Media
       is the answer for
Cost Effective Communication
Define “Social Media”
                               “Social News” “Social
                        Networking” “Social Content”

                            “Social Media Marketing”
                         “Social Media Management”

                        “Digital Marketing” “Internet
“SEO (Search Engine            Marketing” “Web 2.0”
Optimization)” “SEM (Search
Engine Marketing)”
Social Media

Conversations Communities
It’s  anywhere       people
  are having conversations



Not controlled :: Not organized :: Not structured
     Sometimes scary :: Sometimes honest
Behavior Change
… Our thoughts become words online. Over time, it is how we
put our words into action that establishes our character… that
paves the way for relationships and opportunities.
Time spent online




Source: http://www.edisonresearch.com/home/archives/2010/04/the_infinite_dial_2010_use_of_social_media_explodes.php
http://www.edisonresearch.com/home/archives/Q3%20Media%20Perceptions%20-%20large%20slides%20_2_.pdf



People are creating and selecting their own content
   Web 2.0  User-Generated-Content (UGC)
A Firmed and Growing Market
Using Social Media for Low Carbon Economy
We’ve always
been sociable...

 ...but now it’s
    scalable.
Using Social Media for Low Carbon Economy
Part II Summery
• Social media is about conversations and
communities.

• Social media is the most cost effective means
to manage people conversations and online
communities.

• Adoption of social media for business is a
growing trend. It will go only bigger and never
returns, because:
    1. People are spending more and more time online.
    2. Companies are shifting marketing/PR spend online from
         conventional channels, so to capture shift of the above
         change.
    3. More money is spending on the market, more service will
         be developed.
What if I
                 ignore the
               social media?


 … it can be
 disastrous,
  and cost
much more to
  recover.
Using Social Media for Low Carbon Economy
Using Social Media for Low Carbon Economy
Use of Social Media

• Don’t ignore its
  influential power
• Use it - Take
  advantage of its
  influential power to
  create sustainable
  traffic to your web
  properties
• Use it wisely
Vitalization of Web Properties


        Content is King. Traffic is Queen.

             Married they give birth of
           Princes & Princesses named
Prosperity, Prospects, Leads, Customers and Sales.
Using Social Media for Low Carbon Economy
Using Social Media for Low Carbon Economy
Using Social Media for Low Carbon Economy
Using Social Media for Low Carbon Economy
Key Success Factors
• Vitalization of your
web properties by
creating sustainable
two-way
communications

• Sustainable team
work process
Social Media Tools
  .com         eDM   Market Presense   Market Presense   Market Presense     Market
                       Home base        Social Media      Conversations    Intelligence
  aweber

mailchimp

 madmimi

wordpress

  genoo

  hubspot

  eloqua

 marketo

 socialcast

sproutsocial

 hootsuite

  google

 compete
Sproutsocial
Sproutsocial




Social conversations are made here
Sproutsocial
Sproutsocial
Sproutsocial
Social Business Budgeting
Part III Summary
• Use social media for sustainable usage of
your web properties wisely.

• Content is King. Traffic is Queen. Married
they get you to your community goals.

• Social media drives traffic to your own
website.

• Conversations on social media and your own website can be
done by team work.
Conclusion
1. Participating the low carbon
   economy with a web presence
   is cost effective for largest
   possible influence.
2. 6 types of advocacy websites
   suitable for low carbon theme.
   Define your audience and goals
   leading to a best fit selection.
3. Who cares? You need to be proactive for a
   sustainable usage of your web properties
4. Social media is the most cost effective way to
   create sustainable web presence
5. There are quite a few social media tools for easy
   conversation management in team setting

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Using Social Media for Low Carbon Economy

  • 1. Using Social Media for Low Carbon Economy Marc CHOW Director, Internet Marketing @ TreeBread.com
  • 2. Agenda 1. Participating the low carbon economy with a web presence 2. 6 types of advocacy websites suitable for low carbon theme 3. Who cares? 4. Explain social media and its role 5. Use of social media in team setting
  • 3. Meet Marc CHOW • Building engineer by training • Worked 5-year as a management consultant on regional executive search • Ventured into e-Business full time since 2000 • eBay Platinum Power Seller in 2003 • Founded Jaccofashion.com in 2008 retailing ladies fashion clothes online – among Asian Top-3 e-shops in that niche, on ZERO $$ marketing budget
  • 4. Typical Participants in an Economy 1. Researchers 2. Public policy makers 3. Buyers 4. Sellers 5. Intermediates
  • 5. Who Knows What You are Doing or Wanting? • Researchers • Mass communications via • Public policy conventional media makers (TV, radio, papers…) • Buyers • Niche • Sellers communications via • Intermediates personal networks and organizational affiliates
  • 6. Make a Web Presence • Mass • It can be made communications via to serve EITHER conventional media or BOTH goals (TV, radio, papers…) • It is much • Niche cheaper to communications via create and to personal networks maintain in long and organizational term affiliates
  • 7. 6 Types of Low Carbon Advocacy Websites Type Target Audience Advocacy Goal Typical User Calculators and Peer- Individuals, employees Motivation for NGOs, Cost-center Ranking and virtual personal action communities Customer Tools for Consumers New consumption Commercial, Profit- New Lifestyle patterns center Peer-to-Peer Technological hobbyist Knowledge exchange Cost- or Profit- center Knowledge Sharing Peer-to-Peer Activation Active citizens, local Local initiatives and Cost- or Profit- center and Inspiration communities networks Scaling Up Project Local communities and Evidence of collective NGOs, Cost-center Ideas of Change NGOs impact and better Makers quality of activist actions Lobby Tools Politically interested Macro level political Pressure groups, citizens pressure Political parties
  • 10. Calculators & Peer-Ranking: many more Type Target Audience Advocacy Goal Typical User Calculators and Peer- Individuals, employees Motivation for NGOs, Cost-center Ranking and virtual personal action communities
  • 11. Customer Tools for New Lifestyle: dopplr.com
  • 12. Customer Tools for New Lifestyle: C2C Recycling Type Target Audience Advocacy Goal Typical User Customer Tools for Consumers New consumption Commercial, Profit- New Lifestyle patterns center
  • 14. Peer-to-Peer Knowledge Sharing Type Target Audience Advocacy Goal Typical User Peer-to-Peer Technological hobbyist Knowledge exchange Academy, Associations, Knowledge Sharing Cost- or Profit- center
  • 15. Peer-to-Peer Activation and Inspiration: transitionnetwork.org
  • 16. Peer-to-Peer Activation and Inspiration and others: More available in Europe Type Target Audience Advocacy Goal Typical User Peer-to-Peer Activation Active citizens, local Local initiatives and Cost- or Profit- center and Inspiration communities networks Scaling Up Project Local communities and Evidence of collective NGOs, Cost-center Ideas of Change NGOs impact and better Makers quality of activist actions Lobby Tools Politically interested Macro level political Pressure groups, citizens pressure Political parties
  • 17. Lobby Tools Type Target Audience Advocacy Goal Typical User Lobby Tools Politically interested Macro level political Pressure groups, citizens pressure Political parties
  • 19. Sustainable Activities + Mass Communication
  • 20. Part I Summery • Creating a web presence is the most cost effective way to participate in the low carbon economy • There are few different approaches in defining purpose of your low carbon website, very much depending on your target audience and corporate goals • Once your created your web presence, care about its usage and sustainability
  • 21. Sustainable Activities + Mass Communication
  • 22. Sustainable Activities + Mass Communication Social Media is the answer for Cost Effective Communication
  • 23. Define “Social Media” “Social News” “Social Networking” “Social Content” “Social Media Marketing” “Social Media Management” “Digital Marketing” “Internet “SEO (Search Engine Marketing” “Web 2.0” Optimization)” “SEM (Search Engine Marketing)”
  • 25. It’s anywhere people are having conversations Not controlled :: Not organized :: Not structured Sometimes scary :: Sometimes honest
  • 27. … Our thoughts become words online. Over time, it is how we put our words into action that establishes our character… that paves the way for relationships and opportunities.
  • 28. Time spent online Source: http://www.edisonresearch.com/home/archives/2010/04/the_infinite_dial_2010_use_of_social_media_explodes.php http://www.edisonresearch.com/home/archives/Q3%20Media%20Perceptions%20-%20large%20slides%20_2_.pdf People are creating and selecting their own content  Web 2.0  User-Generated-Content (UGC)
  • 29. A Firmed and Growing Market
  • 31. We’ve always been sociable... ...but now it’s scalable.
  • 33. Part II Summery • Social media is about conversations and communities. • Social media is the most cost effective means to manage people conversations and online communities. • Adoption of social media for business is a growing trend. It will go only bigger and never returns, because: 1. People are spending more and more time online. 2. Companies are shifting marketing/PR spend online from conventional channels, so to capture shift of the above change. 3. More money is spending on the market, more service will be developed.
  • 34. What if I ignore the social media? … it can be disastrous, and cost much more to recover.
  • 37. Use of Social Media • Don’t ignore its influential power • Use it - Take advantage of its influential power to create sustainable traffic to your web properties • Use it wisely
  • 38. Vitalization of Web Properties Content is King. Traffic is Queen. Married they give birth of Princes & Princesses named Prosperity, Prospects, Leads, Customers and Sales.
  • 43. Key Success Factors • Vitalization of your web properties by creating sustainable two-way communications • Sustainable team work process
  • 44. Social Media Tools .com eDM Market Presense Market Presense Market Presense Market Home base Social Media Conversations Intelligence aweber mailchimp madmimi wordpress genoo hubspot eloqua marketo socialcast sproutsocial hootsuite google compete
  • 51. Part III Summary • Use social media for sustainable usage of your web properties wisely. • Content is King. Traffic is Queen. Married they get you to your community goals. • Social media drives traffic to your own website. • Conversations on social media and your own website can be done by team work.
  • 52. Conclusion 1. Participating the low carbon economy with a web presence is cost effective for largest possible influence. 2. 6 types of advocacy websites suitable for low carbon theme. Define your audience and goals leading to a best fit selection. 3. Who cares? You need to be proactive for a sustainable usage of your web properties 4. Social media is the most cost effective way to create sustainable web presence 5. There are quite a few social media tools for easy conversation management in team setting