Marketing Green Online

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Find out how to "market the environment" using the vast opportunity available online.

If you like the presentation, sign up to get word when the book is published:

http://mssem.com/marketing-green/

Marketing through the Internet can be some of the most cost-effective campaigns your organization can try - see how your organization can market environmental issues and products through the web.

Marketing environmental initiatives can be a challenge for any organization, but charities, non-profits, NGO's, and commercial businesses can pick up some simple tips from this presentation.

This presentation covers such topics as "Where to market online? What your first step should be? What is SEO and PPC and what can they do? What is RSS and why should it be used?

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Marketing Green Online

  1. 1. HELEN M. OVERLAND SustainabilityCamp 2008 Marketing Green Online: Actionable Strategies for Marketing the Environment
  2. 2. Marketing Green Online: Actionable Strategies for Marketing the Environment <ul><li>Today: </li></ul><ul><li>Who Am I? </li></ul><ul><li>Who Are You? </li></ul><ul><li>Reach Out & Engage Someone </li></ul><ul><li>SEO: Get Found in Search Engines </li></ul><ul><li>PPC: Get Free Ads, Pay for Traffic </li></ul><ul><li>Putting it All Together </li></ul>MsSEM.com GreenGTA.ca Helen M. Overland | SustainabilityCamp 2008
  3. 3. Who Am I? <ul><li>Director, Search Engine Marketing with non~linear creations – www.nonlinear.ca </li></ul><ul><li>Projects with large well-known brands </li></ul><ul><li>Proven Success: Generated sales in excess of $500k with an $18k budget </li></ul><ul><li>Over a decade of experience </li></ul><ul><li>Speaker at marketing conferences such as Search Engine Strategies and Search Marketing Expo </li></ul><ul><li>Co-Founder, GreenGTA.ca </li></ul>MsSEM.com GreenGTA.ca Helen M. Overland | SustainabilityCamp 2008
  4. 4. Who Are YOU? <ul><li>Your Online Marketing Plan? </li></ul><ul><li>Step 1. Build a website </li></ul><ul><li>Step 2. Get people to visit </li></ul><ul><li>Step 3. Get donations/sales/volunteers </li></ul>MsSEM.com GreenGTA.ca Helen M. Overland | SustainabilityCamp 2008
  5. 5. Who Are YOU? <ul><li>Get Your Ducks in a Row </li></ul><ul><li>Clarify your brand : What do you stand for? </li></ul><ul><li>Who is your audience? </li></ul><ul><li>How will you engage them? When? </li></ul><ul><li>WRITE IT DOWN! </li></ul>MsSEM.com GreenGTA.ca Helen M. Overland | SustainabilityCamp 2008
  6. 6. Reach Out & Engage Someone <ul><li>Successful marketing campaigns are Holistic </li></ul><ul><li>Use a group of tactics with a higher goal </li></ul><ul><li>Involve stakeholders </li></ul><ul><li>Choose tactics wisely </li></ul>MsSEM.com GreenGTA.ca Helen M. Overland | SustainabilityCamp 2008 In June 2008 alone, there were over half a billion visits to social networking websites Source: comScore , Social Networking Explodes Worldwide as Sites Increase their Focus on Cultural Relevance http://www.comscore.com/press/release.asp?press=2396
  7. 7. Reach Out & Engage Someone MsSEM.com GreenGTA.ca Helen M. Overland | SustainabilityCamp 2008 Wikipedia Twitter facebook RSS Google Yahoo Reddit Email YouTube GoGreenTube care2 Million Acts of Green getinvolved.ca digg Blogs Flickr LinkedIn GreenNexxus Greenopolis Friendfeed LiveJournal MySpace Press Releases delicious StumbleUpon Furl MyBlogLog Windows Live Furl OneWorldTV Plaxo Yammer Ning Bebo Friendster Multiply PerfSpot Skyrock Nowpublic Rabble Charity Village® Widgets So many communities… so little time!
  8. 8. Reach Out & Engage Someone MsSEM.com GreenGTA.ca Helen M. Overland | SustainabilityCamp 2008 RSS Google Yahoo Email GoGreenTube Blogs GreenNexxus Press Releases Narrow It Down
  9. 9. Reach Out & Engage Someone <ul><li>Where to Reach Out? Where your audience is! </li></ul><ul><li>Volunteers : Reach students (MySpace, LiveJournal, Facebook) </li></ul><ul><li>Donations : Reach employed adults who are interested in your goals (Google, Yahoo, Twitter, Delicious, Flickr) </li></ul><ul><li>Media coverage : Reach reporters & bloggers (Press releases, RSS Feeds, digg) </li></ul>MsSEM.com GreenGTA.ca Helen M. Overland | SustainabilityCamp 2008
  10. 10. Reach Out & Engage Someone <ul><li>Environment & Social Change Themed Online Networks </li></ul>MsSEM.com GreenGTA.ca Helen M. Overland | SustainabilityCamp 2008
  11. 11. Reach Out & Engage Someone <ul><li>Tips & Guidelines </li></ul><ul><li>BE HONEST – Be Yourself </li></ul><ul><li>Be Helpful & Approachable </li></ul><ul><li>Be Consistent </li></ul><ul><li>Also: Read the Cluetrain Manifesto and/or Wikinomics: </li></ul><ul><li>http://www.cluetrain.com/ </li></ul><ul><li>http://www.wikinomics.com/book/ </li></ul>MsSEM.com GreenGTA.ca Helen M. Overland | SustainabilityCamp 2008
  12. 12. Reach Out & Engage Someone <ul><li>RSS Feeds </li></ul><ul><li>Reach people who are interested in your news </li></ul><ul><li>Syndicate your headlines into other websites </li></ul><ul><li>Make it easy for people to remember you </li></ul><ul><li>Make it easy for reporters to get your news </li></ul><ul><li>Your RSS Feed </li></ul><ul><li>News releases </li></ul><ul><li>Events </li></ul><ul><li>Successes </li></ul><ul><li>Calls for assistance </li></ul>MsSEM.com GreenGTA.ca Helen M. Overland | SustainabilityCamp 2008
  13. 13. SEO: Get Found in Search Engines <ul><li>What is SEO? </li></ul><ul><li>Search Engine Optimization: </li></ul><ul><li>The art and science of appearing in search engine results when someone looks for something </li></ul><ul><li>Why Use SEO? </li></ul><ul><li>Visitors from search engines are interested in your content </li></ul><ul><li>Technically, it’s Free advertising </li></ul><ul><li>People are looking for your information, products, and outreach. </li></ul><ul><li>Increase awareness of your activities and reach a wider audience </li></ul>MsSEM.com GreenGTA.ca Helen M. Overland | SustainabilityCamp 2008
  14. 14. SEO: Get Found in Search Engines <ul><li>Basic SEO You Can Do “At Home” </li></ul><ul><li>Write content often </li></ul><ul><li>Write a catchy title </li></ul><ul><li>Use Keywords in your URL </li></ul><ul><li>Install and USE an Analytics program </li></ul>MsSEM.com GreenGTA.ca Helen M. Overland | SustainabilityCamp 2008
  15. 15. SEO: Get Found in Search Engines <ul><li>Write a catchy title </li></ul>MsSEM.com GreenGTA.ca Helen M. Overland | SustainabilityCamp 2008 <ul><li>Accurate </li></ul><ul><li>Contains keywords </li></ul><ul><li>Intriguing enough to cause people to want to read the story </li></ul>
  16. 16. SEO: Get Found in Search Engines <ul><li>Write a catchy title </li></ul>MsSEM.com GreenGTA.ca Helen M. Overland | SustainabilityCamp 2008 <ul><li>Clearly shows that it answers the question (the query) </li></ul><ul><li>Accurate </li></ul><ul><li>Contains keywords </li></ul><ul><li>Intriguing enough to cause people to want to read the story </li></ul>
  17. 17. SEO: Get Found in Search Engines <ul><li>Use Keywords in your URL </li></ul><ul><li>Unhelpful URL: </li></ul><ul><li>http://www.example.com/site/default.asp?id=4356923&lang=En&num=432 </li></ul><ul><li>Should be: </li></ul><ul><li>http://www.example.com/toronto-solar-panels/ </li></ul>MsSEM.com GreenGTA.ca Helen M. Overland | SustainabilityCamp 2008
  18. 18. SEO: Get Found in Search Engines <ul><li>Install and USE an Analytics Program </li></ul>MsSEM.com GreenGTA.ca Helen M. Overland | SustainabilityCamp 2008 <ul><li>Google Analytics is Free! At minimum check monthly: </li></ul><ul><li>Traffic up or down </li></ul><ul><li>Popular pages </li></ul><ul><li>Keywords that are bringing traffic </li></ul>
  19. 19. PPC: Get Free Ads, Pay for Traffic <ul><li>What is PPC? </li></ul><ul><li>Pay Per Click: </li></ul><ul><li>Ads are free – you pay only when someone clicks on the ad </li></ul><ul><li>Why Use PPC? </li></ul><ul><li>Visitors from search engines are interested in your content and are action oriented </li></ul><ul><li>Efficient use of budget </li></ul><ul><li>Determine your own budget </li></ul><ul><li>Determine location and time of day </li></ul><ul><li>Opportunity to Test </li></ul>MsSEM.com GreenGTA.ca Helen M. Overland | SustainabilityCamp 2008
  20. 20. PPC: Get Free Ads, Pay for Traffic <ul><li>How Does PPC Work? </li></ul><ul><li>3 Primary types: </li></ul>MsSEM.com GreenGTA.ca Helen M. Overland | SustainabilityCamp 2008 Search Content Map
  21. 21. PPC: Get Free Ads, Pay for Traffic <ul><li>PPC Tips </li></ul><ul><li>ALWAYS set a spending limit to control your budget </li></ul><ul><li>Always run and use analytics </li></ul><ul><li>Use exact or phrase match to better control when your ad appears </li></ul><ul><li>Write ads where the keywords appear in the title </li></ul><ul><li>Offer something - don't just advertise </li></ul><ul><li>Make sure the landing page is relevant for the keywords </li></ul>MsSEM.com GreenGTA.ca Helen M. Overland | SustainabilityCamp 2008
  22. 22. SEO: Get Found in Search Engines <ul><li>Write ads where the keywords appear in the title </li></ul>MsSEM.com GreenGTA.ca Helen M. Overland | SustainabilityCamp 2008
  23. 23. Putting It All Together <ul><li>Summary / Next Steps </li></ul><ul><li>Clarify your brand </li></ul><ul><li>Know who you are trying to reach </li></ul><ul><li>Develop a plan – use your time efficiently </li></ul><ul><li>Engage people where you are likely to meet your audience </li></ul><ul><li>Use the search engines </li></ul>MsSEM.com GreenGTA.ca Helen M. Overland | SustainabilityCamp 2008
  24. 24. Thank You! <ul><li>Helen M. Overland [email_address] </li></ul><ul><li>MsSEM.com | GreenGTA.ca </li></ul><ul><li>Marketing Feed: twitter.com/semlady </li></ul><ul><li>Environment Feed: twitter.com/greengta </li></ul><ul><li>Download this presentation after Monday, Nov 17 th at: </li></ul><ul><li>www.mssem.com/marketing-green/ </li></ul>MsSEM.com GreenGTA.ca Helen M. Overland | SustainabilityCamp 2008

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