Sustainability Social Media Strategy for the Forest Products Industry

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.