The Open Brand: Beyond Greenwashing (Green America webinar)

Speaker · Webinar · Green America · Online · July 2009

Webinar on moving beyond greenwashing: the seven sins of greenwashing, how social media shifts control of a brand to the community, and case studies of campaigns that worked and failed.

Part of Earthsite

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Founded 1982 • Green America’s mission is to harness economic power—the strength of consumers, investors, businesses, and the marketplace— to create a socially just and environmentally sustainable society.
Celebrating 25 years • Largest & leading green business network • 4,000 Members Working together with our 4,000 business members to grow the green marketplace: the economic foundation for a just and sustainable society. • Seal of Approval: Screened and approved members earn the right to display our Seal, verifying their authenticity. • Brings you Green Festivals, National Green Pages, and Green Business Conference.
CONNECT • Green Business Conferences • Social Networking Site – The GBN Lounge • Connections – The GBN online newsletter • The new B2B Wholesale Guide
MARKET • We screen our members and award a Seal of Approval to those who qualify. Our Seal of Approval earns businesses a listing and ad opportunities in the National Green Pages, print and online… Advertising and editorial coverage in our publications… And exhibiting rights at any of our 5 Green Festivals – in San Francisco, Denver, Chicago, Seattle, and Washington, D.C.
GROW • We help our members grow, with: • Webinars on marketing, business success, government funding, greening your operations, growth strategies, and more • Expanding distribution of National Green Pages in stores nationwide • Free GBN member listings on GenGreenLife.com and WorldofGood.com • Discounted business services. • Green Business Conferences – with presentations and networking sessions to help you grow. • Coming soon…New tools to help businesses along the path of sustainability and access to government purchasing databases.
About the Speaker • Joey Shepp, Green MBA • Principal at Earthsite Web Strategy for Sustainable Brands • Founder of Open Brands Social Brand Monitoring • Internet Marketing Director for Green Festival JoeyShepp.com
The Open Brand: Beyond Green Washing Sustainability Messaging in a World of Radical Transparency
Roadmap 1. Trends 2. Case Studies 3. Principles 4. How To 5. Questions
Green Washing Making environmental marketing claims that are not true or stretching the truth.
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Chevy FAIL
Fuji FAIL
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7 Sins of GreenWashing 1. Hidden Tradeoffs 2. Lack of Proof 3. Vague Claims 4. Irrelevant Claims 5. Worshiping False Labels 6. The Lesser of Two Evils 7. Outright Lies
So, Where next?
Social Media Is the future of Sustainability Marketing
What is Social media? • Social Networking • Online Video • E-Commerce • Online Advertising
Interactive Marketing Growth
Facebook Growth Facebook has grown from 100 million to 200 million users in less than 8 months. If it were a country, it would be bigger than Brazil.
10.0 7.5 The number of visitors to 5.0 the site in March more than doubled to 9.3 million, up 2.5 from 4.3 million in February. 0.0 February 09 Twitter Growth March 09
Social Media is a Disruptive Technology Old School New School Top Down Bottom Up Closed Open Advertisement Conversation Print Media Digital Media One to Many Many to Many Privacy Transparency
An Open World Open Culture Open Government Open Software Open Brands
So, Who controls a Brand?
Yesterday: Marketers
Today: Community
What do people Trust? • 81% trust word of mouth • 56% trust media editorial • 25% company advertising • http://bit.ly/Dtn7S
Power Shift
The Connection to Sustainability Messaging • Social Media is based in transparency and openness. • Sustainability Messaging requires transparency to be trusted.
Radical Transparency Case Studies
Chevy Video Contest • What happened? • Chevy launches a YouTube campaign to submit user generated videos promoting the Chevy Tahoe. • Backlash • Activists seize the opportunity to voice their feelings about the Chevy Tahoe. • GM Fast Lane Blog • “Early on we made the decision that if we were to hold this contest, in which we invite anyone to create an ad, in an open forum, that we would be summarily destroyed in the blogosphere if we censored the ads based on their viewpoint. So, we adopted a position of openness and transparency, and decided that we would welcome the debate.”
#AmazonFail • Friday: Authors discover that Amazon.com is delisting their gay and lesbian titles in book search • Saturday: Word spreads around the Twitter like wildfire • Sunday: Amazon provides a few vague responses about it being a glitch. • Monday: Stocks have dropped by 2%
Skittles puts Twitter on their Home Page • home page into an online portal featuring a live Twitter feed alongside Facebook, Flickr, and YouTube content • so many hits the first day it brought down Twitter • But just two days after its launch, Skittles was forced to rethink its social media strategy after users deluged the site with inane and often profane "tweets," the messages sent by Twitter users. Source Link
jetBlue in the Beginning… • Joel blogs about how it was creepy that JetBlue followed him. Moments later, JetBlue direct messaged him apologizing and explaining their human approach to connecting with their customers.
jetBlue Today
Intel Publishes Social Media Guidelines • Be transparent. • Be judicious. • Write what you know. • Perception is reality. • It's a conversation. • Are you adding value? • Your Responsibility • Create some excitement. • Be a Leader. • Did you screw up? • If it gives you pause, pause.
Zappos CEO on Twitter • CEO, Tony, talks about his company, but also shares his personality. • Massive following • Early success story in using Twitter. Jumped on the new technology early. “I think the way to succeed in today’s world is to make your business more personal. Twitter is also a great way of doing that.” -Tony, CEO of Zappos
Many CEOs on Twitter
Patagonia documents product lifecycle
GoodGuide provides the world's largest and most reliable source of information on the health, environmental, and social impacts of the products in your home.
Community Powered Customer Support
A call for SHARED RESPONSIBILITY Companies Customers 1. Be human 1. Be understanding 2. Use real names and be personal 2. Use your real identity 3. Anticipate problems will 3. Recognize that problems occur, and set clear, public will occur and give expectations in advance for companies the information how you will address issues. and time required to competently address issues. 4. Cultivate a public dialogue. 4. Share issues directly or through a forum. 5. Speak plainly, candidly with customers. 5. Give companies the benefit of the doubt.
Social Brand Monitoring
Open Brand Channels
How do I make my business Open?
Thinking Open
Open Brand Principles • Embrace Transparency • Meet People Where They are At • Customers Trust Customers • Befriend Influencers • Social Currency
Benefits of being Open • Customers do marketing for you. • Gain innovation from your customer feedback • Quicker response time to customer concerns • Real time insights to customer needs • Build loyal customers
How brands should prepare • Don't Hesitate • Prepare For Transparency • Connect with Advocates • Evolve your Enterprise Systems • Shatter your Brand Website
Social Media Marketing Basics
Start with Listening • Google Reader • Google Analytics • Google Alerts • Tweet Beep
Page It’s like a user profile, but for your business Create a Facebook Page for your business and start collecting Fans. Post photos, videos and links for your Fans to check out and comment on. Build an active customer community.
Social Networking for Professionals Have your employees build full Profiles on LinkedIn, which in turn will build a powerful profile for your company. Many features support company business development: Join professional groups, get advice from peers, hire new employees, and get introductions to key contacts.
How to Twitter Basic How to Guide
What is Twitter? • Microblogging • Real Time • Public • Always On
Basic Twitter Use • Personal Updates (tweets) • Responses to others (@user) • Sharing Links (tiny URL) • Retweeting (RT) • Direct Messages (DM)
Best Practices • Get your user account NOW • Tweet consistently, 1-6 per day • Provide value to your community • Increase ‘signal’ by using #hashtags
Deeper Implications 1. 2. 3. 4. 5. 6. 7. Speed of learning Ambient intimacy Increased authenticity By Stephen Dinan Customized attention networks Increased individuality Tracking global concerns Personal connection to our heroes and heroines
Go Further
Follow us on @earthsite @joeyshepp @openbrands
Questions?