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=embed
Social media and marketing
Evolution or Revolution?

http://www.slideshare.net/wah17/social-media-35304?src=embed
Management Chords
http://managmentchords.blogspot.com

http://www.slideshare.net/wah17/social-media-35304?src=embed
Management Chords
http://managmentchords.blogspot.com

New Model for Customer Engagement
Richard Edelman
Forrester Consumer Forum 2007
Corporate Image in the Age of Social Technology

http://www.slideshare.net/themoleskin/crucial-conversations-in-social-media
Kelsey Ruger/Pop Labs
Got Social Media 2008

http://www.slideshare.net/wah17/social-media-35304?src=embed
Social media and marketing
Evolution or Revolution?

Consumers Trust Consumers
Trust in Advertising
Nielsen Survey Oct 2007

Consumers Trust Consumers

http://www.slideshare.net/wah17/social-media-35304?src=embed
Social media and marketing
Evolution or Revolution?

So, how does this relate to Green Marketing?

New Media is the Vehicle for Green Marketing
•Transparent
•Accountable TRUST
•Accessible
The Basis for
•Open Communicating and Facilitating
•Democratic 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

(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

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 New Venture
The Virtual Business
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

Contact
Joey Shepp
Green Marketing Expert
www.JoeyShepp.com