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It all started with a gracious discussion with Caroline Kawashima (@ckawa). I read her blog called Social Media for Sustainability: Moving from Activisim to Activation and had to find out more. I reached out to Caroline through her twitter account and arranged an interview. We had a great discussion about social media. Now that I reflect back on our discussion and the coverage we’re getting with SocialCycling™, I can’t help but think we’ve done something right.
Caroline addresses 4 main points:
The main take away from our discussion was that social media like twitter are tools and we have to choose the right tool for the right result. For SocialCycling™, a combination of press release, relationships and twitter were the right tools.
SocialCycling™ was launched at the Greenbuild Conference and exhibition in November (Issue and Stakeholders). The concept on its own, re-using waste to make materials hard to recycle available to developing countries is a positive addition to augment almost any CSR program (CSR 2.0).
The launch began with a press release at the show. From there, our friends at DMD Insight continued their PR efforts by contacting their media colleagues. In traditional media, coverage would have taken place over several months depending on editorial calendars. The advent of social media has accelerated this return which brings me to item #3.... Social Media ROI.
The payoff for SocialCycling™
o Coming from a range of individuals and companies who represent editors, publishers, journalists, architects, bloggers and environmental advocates
o Total of over 45 million unique monthly users
§ Interior Design > 191,100
§ Fast Company > 1,517,800
§ IMDb > 36,363000
§ Treehugger > 1,686,500
§ Business Week Exchange > 4,703,400
§ Dwell > 264,200
Can I say I’m a believer in Social Media? You bet. Has social media paid off for SocialCycling™. Absolutely. SocialCycling has been wildly successful to date. The coverage overall has been amazing.