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Traditional top-down marketing is dead. Consumers don’t trust advertising, but they do trust each other. Online technologies such as FaceBook, MySpace, and the iPhone are facilitating a revolution in peer-to-peer communication. How does business today engage with new online strategies to build loyal customer communities? Learn about Social Media, Online Video, Mobile Phones, Blogs, and other rapidly emerging technologies that are forever changing the foundations of marketing. Learn how Sustainable Business is perfectly aligned to take advantage of this new era of Transparency and Trust. Joey Shepp will help you decode the online jargon and prepare you for marketing in an online world.
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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?
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
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
http://www.slideshare.net/wah17/social-media-35304?src=embedSocial media and marketingEvolution or Revolution?
Trust in Advertising
Nielsen Survey Oct 2007
Consumers Trust Consumers
Consumers Trust Consumers
http://www.slideshare.net/wah17/social-media-35304?src=embedSocial media and marketingEvolution or Revolution?
So, how does this relate to Green Marketing?
New Media is the Vehicle for Green Marketing
•Transparent
•Accountable
•Accessible
•Open
•Democratic
TRUST
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
