•   Founded 1982

•Green America’s
mission is to
harness economic
power—the
strength of
consumers,
investors,
businesses, ...
• Celebrating 25
                                  years

                                • Largest & leading
            ...
CONNECT
•Green Business
 Conferences
•Social Networking
 Site – The GBN
 Lounge
•Connections – The
 GBN online
 newsletter...
MARKET
    We screen our members and
•   award a Seal of Approval to
    those who qualify.

    Our Seal of Approval earn...
GROW
• We help our members grow, with:

• Webinars on marketing, business success, government
  funding, greening your ope...
JOIN US
•
        On the Web:
         www.greenamericatoday.org/green
         business/

        By phone: 202-872-531...
About the Speaker
•   J Shepp, Green MBA
    oey

•   Principal at Earthsite
    Web Strategy for Sustainable Brands

•   ...
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.
Chevy FAIL
F FAIL
 uji
7 Sins of GreenWashing
1. Hidden Tradeoffs
2. Lack of Proof
3. Vague Claims
4. Irrelevant Claims
5. Worshiping False Label...
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
F acebook has grown from
100 million to 200 million users
 in less than 8 months.

If it were a country, i...
The number of visitors to the
site in March more than
doubled to 9.3 million, up
from 4.3 million in February.




       ...
Social Media is a
Disruptive Technology
 Old School     New School
 Top Down        Bottom Up
   Closed          Open
Adve...
An Open World

Open        Open        Open       Open
Culture   Government   Software   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:/...
Power Shift
The Connection to
        Sustainability Messaging
•   Social Media is based in
    transparency and
    openness.
•   Sus...
Radical Transparency
      Case Studies
Chevy Video
Contest
•   What happened?
•   Chevy launches a YouTube campaign to submit
    user generated videos promoting...
#AmazonFail
•   Friday: Authors discover that Amazon.com is delisting their
    gay and lesbian titles in book search

•  ...
Skittles puts Twitter on their
                Home Page
•   home page into an online portal
    featuring a live Twitter ...
jetBlue in the Beginning…




•   J blogs about how it was creepy that J
     oel                                   etBlue...
jetBlue Today
Intel Publishes
         Social Media Guidelines
•   Be transparent.
•   Be judicious.
•   Write what you know.
•   Percep...
Zappos CEO on Twitter



• CE Tony, talks about his
       O,
    company, but also shares his
    personality.
 • Massive...
Many CEOs on Twitter
Patagonia documents
  product lifecycle
•   GoodGuide provides
    the world's largest and
    most reliable source of
    information on the
    health, environm...
Community Powered
 Customer Support
A call for SHARED RESPONSIBILITY
Companies                      Customers
1. Be human                    1. Be understandi...
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

•   Befr...
Benefits of being Open

•   Customers do marketing for you.

•   Gain innovation from your
    customer feedback

•   Quic...
How brands should prepare

•   Don't Hesitate

•   Prepare F Transparency
             or

•   Connect with Advocates

•  ...
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 F acebook Page for
your business and start
collecting Fans. ...
Social Networking for
Professionals
Have your employees build full
Profiles on LinkedIn, which in turn
will build a powerf...
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)
•   Retweetin...
Best Practices

•   Get your user account N OW

•   Tweet consistently, 1-6 per day

•   Provide value to your
    communi...
Deeper Implications

1.   Speed of learning
2.   Ambient intimacy
3.   Increased authenticity           By Stephen Dinan

...
Go Further
W e b St rat e gie s fo r Sust ainable Brands
• Web Design and Development
• Social Media Marketing
• Consulting


       ...
Follow us on

 @ earthsite
 @ joeyshepp
 @ openbrands
Questions?
Green America presents The Open Brand: Beyond Green Washing
Green America presents The Open Brand: Beyond Green Washing
Green America presents The Open Brand: Beyond Green Washing
Green America presents The Open Brand: Beyond Green Washing
Green America presents The Open Brand: Beyond Green Washing
Green America presents The Open Brand: Beyond Green Washing
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Green America presents The Open Brand: Beyond Green Washing

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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

  1. 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. 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. 3. CONNECT •Green Business Conferences •Social Networking Site – The GBN Lounge •Connections – The GBN online newsletter •The new B2B Wholesale Guide
  4. 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. 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 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.
  6. 6. JOIN US •  On the Web: www.greenamericatoday.org/green business/  By phone: 202-872-5317  Inquire by e-mail: abelanger@greenamericatoday.org
  7. 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 JoeyShepp.com
  8. 8. The Open Brand: Beyond Green Washing Sustainability Messaging in a World of Radical Transparency
  9. 9. Roadmap 1. Trends 2. Case Studies 3. Principles 4. How To 5. Questions
  10. 10. Green Washing Making environmental marketing claims that are not true or stretching the truth.
  11. 11. Chevy FAIL
  12. 12. F FAIL uji
  13. 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. 14. So, Where next?
  15. 15. Social Media Is the future of Sustainability Marketing
  16. 16. What is Social media? • Social Networking • Online Video • E-Commerce • Online Advertising
  17. 17. Interactive Marketing Growth
  18. 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. 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. 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. 21. An Open World Open Open Open Open Culture Government Software Brands
  22. 22. So, Who controls a Brand?
  23. 23. Yesterday: Marketers
  24. 24. Today: Community
  25. 25. What do people Trust? • 81% trust word of mouth • 56% trust media editorial • 25% company advertising • http:/ bit.ly/ / Dtn7S
  26. 26. Power Shift
  27. 27. The Connection to Sustainability Messaging • Social Media is based in transparency and openness. • Sustainability Messaging requires transparency to be trusted.
  28. 28. Radical Transparency Case Studies
  29. 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. 30. #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%
  31. 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. 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. 33. jetBlue Today
  34. 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. 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. 36. Many CEOs on Twitter
  37. 37. Patagonia documents product lifecycle
  38. 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. 39. Community Powered Customer Support
  40. 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. 41. Social Brand Monitoring
  42. 42. Open Brand Channels
  43. 43. How do I make my business Open?
  44. 44. Thinking Open
  45. 45. Open Brand Principles • Embrace Transparency • Meet People Where They are At • Customers Trust Customers • Befriend Influencers • Social Currency
  46. 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. 47. How brands should prepare • Don't Hesitate • Prepare F Transparency or • Connect with Advocates • Evolve your Enterprise Systems • Shatter your Brand Website
  48. 48. Social Media Marketing Basics
  49. 49. Start with Listening • Google Reader • Google Analytics • Google Alerts • Tweet Beep
  50. 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. 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. 52. How to Twitter Basic How to Guide
  53. 53. What is Twitter? • Microblogging • Real Time • Public • Always On
  54. 54. Basic Twitter Use • Personal Updates (tweets) • Responses to others (@user) • Sharing Links (tiny URL) • Retweeting (RT) • Direct Messages (DM)
  55. 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. 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. 57. Go Further
  58. 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@ earthsite.net www.earthsite.net d
  59. 59. Follow us on @ earthsite @ joeyshepp @ openbrands
  60. 60. Questions?

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