Green America presents The Open Brand: Beyond Green Washing
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Green America presents The Open Brand: Beyond Green Washing



Sustainability Marketing in a World of Radical Transparency....

Sustainability Marketing in a World of Radical Transparency.

Social media technology is driving the shift towards a more open culture, a more open government, and most notably, a more open way of marketing. People are Twittering about your brand right now and the way you respond today will determine the future of brand management.

At the same time, corporate sustainability marketing initiatives are getting labeled as green washing because they lack transparency that is foundational to building authentic brand trust.

In this talk, you will learn how to leverage social media technology to be an Open Brand leader, transcending green washing and building trusted relationship with your customers. See current case studies of corporate green initiatives that have succeeded and failed. Learn how to show your green, authentically.



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Green America presents The Open Brand: Beyond Green Washing Presentation Transcript

  • 1. • 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.
  • 2. • Celebrating 25 years • Largest & leading green business network • 4,000 Members • Seal of Approval: Screened and approved members earn the Working together with our right to display our Seal, verifying 4,000 business members to their authenticity. grow the green marketplace: • Brings you Green Festivals, National the economic foundation for a Green Pages, and just and sustainable society. Green Business Conference.
  • 3. CONNECT •Green Business Conferences •Social Networking Site – The GBN Lounge •Connections – The GBN online newsletter •The new B2B Wholesale Guide
  • 4. 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.
  • 5. 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 and • 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.
  • 6. JOIN US •  On the Web: business/  By phone: 202-872-5317  Inquire by e-mail:
  • 7. About the Speaker • J Shepp, Green MBA oey • Principal at Earthsite Web Strategy for Sustainable Brands • Founder of Open Brands Social Brand Monitoring • Internet Marketing Director for Green Festival
  • 8. The Open Brand: Beyond Green Washing Sustainability Messaging in a World of Radical Transparency
  • 9. Roadmap 1. Trends 2. Case Studies 3. Principles 4. How To 5. Questions
  • 10. Green Washing Making environmental marketing claims that are not true or stretching the truth.
  • 11. Chevy FAIL
  • 12. F FAIL uji
  • 13. 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
  • 14. So, Where next?
  • 15. Social Media Is the future of Sustainability Marketing
  • 16. What is Social media? • Social Networking • Online Video • E-Commerce • Online Advertising
  • 17. Interactive Marketing Growth
  • 18. Facebook Growth F acebook has grown from 100 million to 200 million users in less than 8 months. If it were a country, it would be bigger than B razil.
  • 19. The number of visitors to the site in March more than doubled to 9.3 million, up from 4.3 million in February. Twitter Growth
  • 20. 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
  • 21. An Open World Open Open Open Open Culture Government Software Brands
  • 22. So, Who controls a Brand?
  • 23. Yesterday: Marketers
  • 24. Today: Community
  • 25. What do people Trust? • 81% trust word of mouth • 56% trust media editorial • 25% company advertising • http:/ / Dtn7S
  • 26. Power Shift
  • 27. The Connection to Sustainability Messaging • Social Media is based in transparency and openness. • Sustainability Messaging requires transparency to be trusted.
  • 28. Radical Transparency Case Studies
  • 29. 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 • “ E on we made the decision that if we were arly 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
  • 30. #AmazonFail • Friday: Authors discover that 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%
  • 31. Skittles puts Twitter on their Home Page • home page into an online portal featuring a live Twitter feed alongside F acebook, F lickr, 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
  • 32. jetBlue in the Beginning… • J blogs about how it was creepy that J oel etBlue followed him. Moments later, J etBlue direct messaged him apologizing and explaining their human approach to connecting with their customers.
  • 33. jetBlue Today
  • 34. 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.
  • 35. Zappos CEO on Twitter • CE Tony, talks about his O, company, but also shares his personality. • Massive following • E success story in using arly Twitter. Jumped on the new “ I think the way to succeed in today’ s world is to make your business more personal. Twitter is also a technology early. great way of doing that.” -Tony, CE of Zappos O
  • 36. Many CEOs on Twitter
  • 37. Patagonia documents product lifecycle
  • 38. • 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.
  • 39. Community Powered Customer Support
  • 40. A call for SHARED RESPONSIBILITY Companies Customers 1. Be human 1. Be understanding 2. Use real names and be 2. Use your real identity personal 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 4. Share issues directly or dialogue. through a forum. 5. Speak plainly, candidly 5. Give companies the with customers. benefit of the doubt.
  • 41. Social Brand Monitoring
  • 42. Open Brand Channels
  • 43. How do I make my business Open?
  • 44. Thinking Open
  • 45. Open Brand Principles • Embrace Transparency • Meet People Where They are At • Customers Trust Customers • Befriend Influencers • Social Currency
  • 46. 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
  • 47. How brands should prepare • Don't Hesitate • Prepare F Transparency or • Connect with Advocates • Evolve your Enterprise Systems • Shatter your Brand Website
  • 48. Social Media Marketing Basics
  • 49. Start with Listening • Google Reader • Google Analytics • Google Alerts • Tweet Beep
  • 50. Page It’s like a user profile, but for your business Create a F acebook 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.
  • 51. 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: J oin professional groups, get advice from peers, hire new employees, and get introductions to key contacts.
  • 52. How to Twitter Basic How to Guide
  • 53. What is Twitter? • Microblogging • Real Time • Public • Always On
  • 54. Basic Twitter Use • Personal Updates (tweets) • Responses to others (@user) • Sharing Links (tiny URL) • Retweeting (RT) • Direct Messages (DM)
  • 55. Best Practices • Get your user account N OW • Tweet consistently, 1-6 per day • Provide value to your community • Increase ‘ signal’ by using # hashtags
  • 56. Deeper Implications 1. Speed of learning 2. Ambient intimacy 3. Increased authenticity By Stephen Dinan 4. Customized attention networks 5. Increased individuality 6. Tracking global concerns 7. Personal connection to our heroes and heroines
  • 57. Go Further
  • 58. W e b St rat e gie s fo r Sust ainable Brands • Web Design and Development • Social Media Marketing • Consulting Fairfax, CA 415.259.4546 info@ d
  • 59. Follow us on @ earthsite @ joeyshepp @ openbrands
  • 60. Questions?