Green Marketing 2.0: It's all about Trust

transcript

Green Marketing 2.0

Joey Shepp

Green Marketing Expert

www.JoeyShepp.com

Material Copyright JoeyShepp.com 2008

How is New Media facilitating Green Marketing?

http://www.slideshare.net/wah17/social-media-35304?src=embedSocial media and marketingEvolution or Revolution?

http://www.slideshare.net/wah17/social-media-35304?src=embedManagement Chordshttp://managmentchords.blogspot.com

Richard Edelman

Forrester Consumer Forum 2007

Corporate Image in the Age of Social Technology

New Model for Customer Engagement

http://www.slideshare.net/themoleskin/crucial-conversations-in-social-mediaKelsey Ruger/Pop LabsGot Social Media 2008

Trust in Advertising

Nielsen Survey Oct 2007

Consumers Trust Consumers

So, how does this relate to Green Marketing?

New Media is the Vehicle for Green Marketing

•Transparent

•Accountable

•Accessible

•Open

•Democratic

The Basis for

Communicating and Facilitating

Sustainability

Moving Beyond

Greenwashing

Green Marketing 2.0 Strategies

Embrace Going Green

• Meet customers where they are at:

• busy, guilty, cautious

• understand their suffering

• Congratulate people for their

progress

• Think timeline to sustainability

Do it Yourself, for FREE

• Build a Web Page

• Start a Blog

• Start a Social Network

• Start a Media Channel

Tell Your Story

• Blogs: Frequent Updates

• YouTube: Your Own Video Channel / Seeing is believing

• Respond to your customer!

• Create Fans, Gain an Audience

• 5.72 degrees of separation

• Access to Relationships

(Business) Social Networking

Share and Share Alike

• Embedded Videos

• Digg, Del.icio.us, Stumble Upon

• Allow your content to travel

• Creative Commons / Open Media

Third Party Verification

Listen

• Use Analytics!

(it’s free)

• Measure Engagement

• Look for Patterns

Avoid Greenwashing

1. THE AD MISLEADS WITH WORDS

2. THE AD MISLEADS WITH VISUALS AND/OR

GRAPHICS

3. THE AD MAKES A GREEN CLAIM THAT IS

VAGUE OR SEEMINGLY UNPROVABLE

4. THE AD OVERSTATES OR EXAGGERATES

HOW GREEN THE PRODUCT/COMPANY/

SERVICE ACTUALLY IS

5. THE AD LEAVES OUT OR MASKS

IMPORTANT INFORMATION, MAKING THE

GREEN CLAIM SOUND BETTER THAN IT IS

Green Marketing 2.0 Summary

•Web 2.0 is a disruptive technology for marketing

• Away from Top Down, moving to Peer to Peer

•Web 2.0 has inherent Green and Social qualities

• Open, Affordable, Transparent, Democratic, Accountable

•Green Marketing 2.0 combines New Media with Values

• Opportunity to move beyond Greenwashing into facilitating real sustainability.

Case Studies

The Virtual Business

The New Venture

No Overhead

Rapid Development

Collaboration

Free Marketing

Tools You Need

1. Google Apps: Email, Calendar, Office Documents

2. Skype: Free world-wide calling

3. Basecamp: Project Management

4. Survey Monkey: Market Research

5. Google Analytics: Web Stats

6. Highrise: CRM

7. Vonage: Cheap VOIP Phone

8. Google Alerts: PR Clipping

ContactJoey Shepp

Green Marketing Expert

www.JoeyShepp.com