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Part of the Sustainable Business Shorts series, a short course that will teach you everything you need to know about doing social media and sustainability.
More companies are taking to Twitter, Facebook, YouTube and blogs to talk about sustainability than ever before. Not all of them are getting it right, in fact there have been some spectacular fails.
However, the rewards are great if you do get it spot on. A social approach to telling sustainability stories can deliver engaged audiences, new ideas and active dialogue with even the hardest to reach stakeholder.
Our social media and sustainability short is for people who do, in this case sustainability and communications professionals. If that's you, you'll leave with:
• Ideas and insights from brands who have created great social media & sustainability campaigns
• Advice on how to avoid social media disasters
• Opportunities to collaborate and learn with other sustainable business doers
Jo Confino, executive editor, The Guardian and chair Guardian Sustainable Business
Marta Obrebska-Daina, social media strategy & programs, Dell
Matthew Yeomans, co-author of #FAIL: The 50 Greatest Social Media Screw-Ups and co-founder of SMI
Esther Maughan, general manager sustainability, Sony Europe
Dana Poole, global digital communications consultant, BP
Giulia Pesaro, senior European brand manager, Timberland
09:00 Registration & refreshments
09.20 Hello and opening remarks from Jo Confino, your host
09:30 To set the scene: five of the best and five of the worst social media campaigns with Matthew Yeomans, SMI
09:40 How to get ahead in social media with Jo Confino, The Guardian and Marta Obrebska-Daina, Dell
10:00 Panel: making the most of your community's conversations
Constant access to your stakeholders' conversations and other interactions sounds like a marketeer's dream, but it pays to be careful. How can you interact with your communities without breaching trust? Our panel will debate the who, what and why of making good conversation on social media.
Esther Maughan Mclachlan, Sony Europe
Dana Poole, BP
Giulia Pesaro, Timberland
This session will focus on two real life social media sustainability case studies – one demonstrating the importance of social media listening and learning and the second showing best practice in social media engagement and storytelling. Participants will learn how to make sure they win with social media based on these two case studies then apply the lessons to creating their own best practice approach to the two scenarios.
In doing so participants will learn how to identify the long-term opportunities and risks of social media for sustainability and understand the innovation required today to future-proof their initiatives for tomorrow.
With Matthew Yeomans, SMI.