Green Marketing 2.0 (EcoTuesday Sonoma)

Speaker · Lecture · EcoTuesday · Sonoma, CA · 24 June 2008

How new media can carry green marketing built on trust: moving beyond greenwashing, free do-it-yourself tools such as blogs, video and social networks, and the web tools a small virtual business can use.

Part of Earthsite

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The Green Web Leveraging the power of the internet for social and environmental good
Introductions 1. JoeyShepp.com GreenMBA.com 4. Email List 5. Business Cards 2. Founder and Owner of Earthsite.net, Green Web Development Company 3. Founder and Editor of GreenMaven.com, the Green Search Engine
What do you spend more of your time in front of the computer doing?
What is your relationship to your computer/ technology?
How can we use a computer save the word?
How is New Media facilitating Social and Environmental Good?
(picture only)
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 su ering • Congratulate people for their progress ff • 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
fi Third Party Veri cation
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, A ordable, Transparent, Democratic, Accountable • Green Marketing 2.0 combines New Media with Values ff • Opportunity to move beyond Greenwashing into facilitating real sustainability.
The New Venture The Virtual Business No Overhead Rapid Development Collaboration Free Marketing
Tools You Need 1. Google Apps: Email, Calendar, O ce 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 ffi 8. Google Alerts: PR Clipping
How do you use the Web for Social and Environmental Good?