Current Best Practices in Sustainability Social Media Communication: Enabling an Always-on, Always Authentic Voice
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How can brands leverage social media effectively to spread the word about their sustainability efforts in an always-on, authentic voice? What does it take to engage and educate consumers about desired behavior change in a brand-aligned voice? Is it possible to do all that AND create more loyalty and sales at the same time?
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Current Best Practices in Sustainability Social Media Communication: Enabling an Always-on, Always Authentic Voice
- 1. Current Best Practices In Sustainability Social Media Communication: Enabling an Always-on, Always Authentic Voice Simon Mainwaring, We First Derek Archambault, Green Mountain Coffee Shekinah Eliassen, Clorox Thatcher Young, Ignition
- 2. Panel: Simon Mainwaring, We First, Moderator Derek Archambault, Sr. Brand Manager, Green Mountain Coffee Thatcher Young, Ignition Current Best Practices in Sustainability Social Media Communication: Enabling an Always-on, Always Authentic Voice
- 3. Story as Global Vision
- 4. Unilver sustainable living Story as Emotional Vision
- 5. Unilver sustainable living Story as Sustainability Vision
- 6. Unilver sustainable living Story as Business Strategy
- 7. Story as Corporate Initiative
- 8. Story as Sector Philosophy
- 9. Story As Product Stories
- 10. Story As Inside Product Stories
- 11. Story As Product Design Toyota’s MEWE embodies the transition from the culture of ‘more’ to the culture of ‘better’ with a sustainable, multi-purpose vehicle.
- 12. Story As Product Values
- 20. Source: Sustainable Living Progress Report 2013 "Sustainability is contributing to our virtuous circle of growth. The more our products meet social needs and help people live sustainably, the more popular our brands become and the more we grow. And the more efficient we are at managing resources such as energy and raw materials, the more we lower our costs and reduce the risks to our business and the more we are able to invest in sustainable innovation and brands.” CEO Paul Polman, Unilever
- 21. Panel: Derek Archambault, Sr. Brand Manager, Green Mountain Coffee Shekinah Eliassen, Green Works Brand Manager, Clorox Current Best Practices in Sustainability Social Media Communication: Enabling an Always-on, Always Authentic Voice
- 23. GREEN MOUNTAIN COFFEE’S FAIR TRADE COMMITMENT • Green Mountain Coffee has always believed that our highest quality coffees come from coffee communities with a healthy quality of life • Since 2000, we have expressed this value mainly through our commitment to Fair Trade - a win for coffee farming families, a win for our company, and a win for our customers • In 2010 and 2011 GMCR was named the largest purchaser of Fair Trade coffee in the world
- 24. • Fair trade is complex and multi-faceted (and frequently confused with free trade) • Only about 34% of American consumers are aware of what fair trade is • Has proven difficult to translate to an American audience living so far away from the coffee farmers their purchases impact • Not an intuitive connection to the purchase drivers of coffee: taste and quality • “I think about fair trade sometimes like antioxidants; You know it’s good for you, but you don’t really know what it means.” THE CHALLENGE OF COMMUNICATING FAIR TRADE
- 25. • The “Great Coffee. Good Vibes. Pass it On.” campaign condensed the fair trade message to “Better quality coffee for you. Better quality of life for famers” • Two celebrity musicians visiting fair trade coffee farms generated informative and inspiring videos for the campaign • A simple call to action (Pass it on!) tied back to celebrity musicians and fair trade concerts they performed that were shareable on social media CREATING A CONNECTION THROUGH CELEBRITY ENGAGEMENT
- 26. THE ROLE OF SOCIAL MEDIA • Facebook was the hub, but also used Twitter, Pinterest, Instagram, Olapic, and Blissmo • Worked with celebs and PR outlets to ensure campaign worked across their social channels • Grace Potter and Michael Franti performed two exclusive concerts for media and VIPs that were also Livestreamed on Facebook
- 28. SNAPSHOT OF SUCCESS 223,688 new Facebook fans, a 30% increase in one month 8,242,405 social media reach 67% increase in sales of Fair Trade Certified™ Green Mountain Coffee® 206,155 views of celebrity Fair Trade “celebrity” videos on social When we sell more Fair Trade coffee, we buy more Fair Trade coffee - which means we do more good! THE BOTTOM LINE 700,000,000 total campaign impressions
- 29. A BETTER UNDERSTANDING OF FAIR TRADE IS THE START OF A CONVERSATION
- 30. June 2013
- 31. Some extreme parts of green have developed an ATTITUDE It accepts nothing less than 100% commitment. Either you are all in or you don’t count. It shuts out the regular folks who aren’t RICH enough, TRENDY enough or PERFECT enough to belong. Key Insight: Extreme Green has evolved into “Eco-Snobbery”
- 32. Green Works: Ambassador to Green Accessibility Green Works is perfectly positioned to be the Ambassador of Green Accessibility We believe in a green where each person matters, where everyday efforts count. We’re not exclusionary or elitist. We believe in green for all people. It’s time for green products that are simple, uncomplicated and without the attitude It’s time for Green for Everyone
- 33. Green Works® Campaign Overview Overall Strategy Campaign Idea Ongoing Tactics Key Platforms Drive Awareness Build Accessibility Green Works® For All Rich Obsessive Perfect Extreme Ridiculous You Don’t Have to Be ___________to Be Green
- 34. “Always On” Marketing Approach • An “Always On” Marketing Plan requires: • Frequency (going smaller more often) • Duration (LONG idea vs. BIG Idea) • Agility (content iterations)
- 35. Green Works’ Keys to “Always On” Success 1. “Shareable Content” is content that enhances a user’s reputation 2. Games motivate engagement 3. Amplification through integrated marketing is a must 4. Keep it real – every time, all the time (authenticity)
- 36. PR & Digital Campaign Results Three months into campaign • • 2x increase in online buzz (conversations) about Green Works with conversation 99% favorable • 50% increase in Time-on-Site and 64% increase in total engagement on Green Works’ owned digital platforms • Achieved viral success with a 1:1+ ratio of paid media impressions to earned • Green Works association with “being green is for everyone” is 3 times the CPG Industry benchmark for brand association 1 2 3 4 Campaign has over-delivered Awareness measures to date!