Green Marketing 2.0: It’s About Trust

Speaker · Lecture · Sustainable Enterprise Conference · Rohnert Park, CA · May 2008

Why peer-to-peer online communication is replacing top-down marketing: trust, moving beyond greenwashing, and free do-it-yourself tools such as blogs, video and social networks.

Part of Earthsite

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Green Marketing 2.0 Joey Shepp Green Marketing Expert www.JoeyShepp.com Material Copyright JoeyShepp.com 2008
How is New Media facilitating Green Marketing?
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http://www.slideshare.net/wah17/social-media-35304?src=embed Social media and marketing Evolution or Revolution?
http://www.slideshare.net/wah17/social-media-35304?src=embed Management Chords http://managmentchords.blogspot.com
http://www.slideshare.net/wah17/social-media-35304?src=embed Management Chords http://managmentchords.blogspot.com
New Model for Customer Engagement Richard Edelman Forrester Consumer Forum 2007 Corporate Image in the Age of Social Technology
http://www.slideshare.net/themoleskin/crucial-conversations-in-social-media Kelsey Ruger/Pop Labs Got Social Media 2008
http://www.slideshare.net/wah17/social-media-35304?src=embed Social media and marketing Evolution or Revolution?
Consumers Trust Consumers Trust in Advertising Nielsen Survey Oct 2007
Consumers Trust Consumers
http://www.slideshare.net/wah17/social-media-35304?src=embed Social media and marketing Evolution or Revolution?
So, how does this relate to Green Marketing?
New Media is the Vehicle for Green Marketing • Transparent • Accountable TRUST • 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
Tell Your Story • Blogs: Frequent Updates • YouTube: Your Own Video Channel / Seeing is believing • Respond to your customer! • Create Fans, Gain an Audience
(Business) Social Networking • 5.72 degrees of separation • Access to Relationships
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
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The New Venture The Virtual Business 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
Contact Joey Shepp Green Marketing Expert www.JoeyShepp.com