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
 We’ve always
been sociable...

...but now it’s

scalable.
 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.
 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.
 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