sustainability social media strategy for the forest products industry
TRANSCRIPT
From Broadcasting to Conversation A Social Media Strategy for the Forest Products Industry
Denzil Ford, Ph.D.
“Social media is not just an activity; it is an investment of valuable time and resources. Surround yourself with people who not just support you and stay with you, but inform your thinking about ways to WOW your online presence.”
-Sean Gardner Forbes #1 Social Media Power Influencer
Social media used to be about likes and followers
Now it enables core business objectives
Provides new metricsand data streams on Stakeholders and their beliefs and behaviors
The Past The Future
Only 3 of Canada’s top forest product businesses have 600 or more Twitter followers.
This indicates very low social media engagement.
Successful social media strategies typically have 12-80 THOUSAND Twitter followers.
The most ANY forest product company in Canada has is just over 5 thousand.
If we use Twitter followers as a quick baseline metric for social media strategy success
Level 1: Watch from afar
Level 2: “Like” or Subscribe
Level 3: Read or view content
Level 4: Share
Level 5: Join a conversation
Tweet brandPost on Canfor’s wall
Comment & Reply
Stakeholders internalize forest product brands at the 5 levels of social media
First Nations
95% of First Nations individualsreport daily use of social media
The Baby Boomers are the fastest growing users of social media
Customers
ShareholdersEmployees
Local Communities
Fibre Supply Chain
Level 1: OBSERVE
Level 2: FOLLOW
Level 3: ENGAGE
Level 4: ENDORSE
Level 5: CONTRIBUTE
Facts
The 5 Levels
*GOAL*
Source: Tuvel Communications
Social media is not about broadcasting, it is about conversation
I see this as amissed Opportunity
to engage in deeply personalconversation with a Stakeholder whose grandfather likely
worked in the industry.
Consider this Instagram post I found from 2013
If you aren’t out there pursuing conversations, Stakeholders are having them without you.
Typical Online Root SystemIn ForestProductIndustry
Identified OpportunityFor Growth
Apply Core Business Value: Sustainability
To Grow New Strategy
Content on 1 or 2 platforms
Some kind of blog
Brand awareness
Engaged audience
Turn a pale online presence into a BRIGHT GREEN social media sustainability strategy
Focus on Creating ConversationRefine Target Audience
Focus Brand on Sustainability
Extend & Personalize Blog *Powerful Storytelling* Measure Results
GOALAn online “experience” of Sustainability
Core website
Step 1
Step 2
Once upon a time there was a company that made premium wood products. Every day the company thought about future generations and worked hard to make sure it practiced sustainable forestry. One day, shifts in markets and resource availability led company executives to change business operations in a few local communities. Because of that, people began to question the company’s commitment to environments and communities. Because of that, doubt entered online conversations, and people began to post their negative thoughts about the company across social media channels. Until finally, a strong social media strategy was implemented and direct responses and thoughtful engagement from the company online shifted the focus of conversations from fear to positive examples of community support and environmental responsibility .
A Story of Social Media in 6 Sentences
In January 2015 there were 2.08 billion active social media accounts worldwide.
Source: wearesocial.net + Molyneaux et al.
With 1.366B users, Facebook is the #1 platform.
CHINAIn China alone there are:• 629M active social media accounts• 506M independent mobile social accounts
• Chinese-language platforms are the 2nd & 3rd most used platforms worldwide after Facebook
CANADA’S FIRST NATIONS95% • Have Facebook profiles• Report using social media to to enhance in-person interactions
56.4%• Report using social media to experience their own culture
Social media is a powerful tool forspreading sustainability successes
Original blog content is the #1 way to provide value to forest product consumers
FacebookLaunch engagement campaignsStakeholders post their own pics
Company posts best ones on websiteContinue to share other content
TwitterSeek lots of interaction
ListenRespond directly
Retweets & FavoritesGain brand ambassadors
VineLeverage this platform
6-sec video postsHumor & fun
Human face of brand
InstagramAdd company as user
Showcase historic imagesBehind-the-scenes historyVintage events & adverts
BlogHigh-level original content
Introduce new or refine current blogAdd multiple blog writersTell sustainability storiesShowcase green culture
Recommendation #1: Tailor platform strategies to North American audiences
Future: Lead local agencies in extending sustainability campaign to international markets
Denzil Ford, Ph.D.
I come to every task seeking to identify problems and provide value.
You want to know more about me because I will turn your pale online presence into a bright green social media strategy, and my approach is based on extensive knowledge & training in ecology, sustainability, and a dynamic approach to executing social media as a green business tool.
Social media is the #1 pathway that you will use to feed customer and Stakeholder desire to convince others that your business truly practices sustainable business.