The Gort Cloud
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The document introduces "The Gort Cloud", an invisible ecosystem and force that powers green brands. It is made up of online retailers, NGOs, magazines, events, blogs, and certifying organizations, as well as eco-conscious consumers. Two examples are provided of companies, Stonyfield Farms and TerraCycle, that have effectively tapped into the power of the Gort Cloud through transparency, storytelling, and grassroots marketing rather than traditional advertising. The network connected to the school Presidio is suggested to provide close access to all parts of The Gort Cloud.
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The Gort Cloud
- 1. THE FORCE I’m here to introduce you to an invisible force that powers america’s leading green brands. It will cost you little to nothing. Its only available to green brands. and just by knowing of its existence you will know and be able to use its power.
- 2. Social Networks Do The Right Thing Green Options GUSSE World Coolers SustainLane Care 2 Make a Difference 2 People Trendspotters Information and Eco-Tech Business Alliances TreeHugger Trendwatching Springwise MetaEfficient Cool Jetson Gr Inhabitat Playgreen OpenEcoSource Green Maven Public TV and Radio Natural History Science Centers Electric Auto Association Solar Electric Light Fund The Oil Drum Solar Buzz Zero WasteCalcars.org Green Car Congress Special-Interest Authorities Online Green Retail NGOs World Wildlife Fund NRDC Greenpeace National Wildlife Federation Union of Concerned Scientists Sierra Club Earth First Environmental Defense Audubon Surfrider Foundation Nature Conservancy Rainforest Alliance Earth Justice Friends of the Earth EcoMom Alli Events and Competitions Live Earth World Solar Challenge Solar Decathlon Burning Man Haute Green Brower Youth Awards Be EcoChic The Goldman Environmental Prize Blogs Business Green Blog Autoblog Green Little Green Blog The Accidental Environmentalist Sustainable Design Technology Big Green Purse Environmental Blog Slowly She Turns Ecorazzi Best Green Blog Ecofabulous FiftyRx3 Conferences and Trade Shows TV,Radio,Podcasts The Invisible Force Powering Today's Most Visible Green Brands The Lazy Environmentalist Personal Life Media National Geographic Channel Sundance Channel Green TV Green Radio HGTV Equator HD Planet Green Rocky Mountain Institute Clean Tech CNet Green Tech Clean Edge Green Technology Forum REPP-CREST Alliance for Climate Protection US Climate Action Partnership Climate Counts Co-op America CERES ACEEE Climate Institute Net Impact Green Festival National Solar Conference Clean Technology Forum Dwell on Design Green Build Expo The LOHAS Forum Good and Green West Coast Green Sustainable Brand Conference Green West UN Climate Change Conference Green by Design Green Press Initiative Urban Land Institute Natural Step Greenloop Green Nest EcoExpress Danny’s Organic Green Culture Wellness Grocer Evo All Shades Green Greenmaker Buy Green Living Green Organic Sleep Products THE GORT CLOUD Its called The Gort Cloud- and it is the ecosystem in which your brand exists - made up of online retailers, ngos, magazines, events, blogs and certifying organization and of course the eco-conscience consumer.
- 3. THE ORT CLOUD The name comes from The Ort Cloud, a mass of stellar debris that orbits our solar system and protects us and yet is invisible. The Green Ort Cloud- the Gort was discovered by RICHARD SEIREENI, when he set out to write a book about the coming age of the ecopreneuer. He found the common force behind each ecopreneur and the Gort Cloud was born.
- 4. EXAMINED,COMMENTED,SHARED It turns out that you have no choice but to be part of it. Your company or product will be Examined critiqued commented and shared here. Be warned It is also the same force that exposes greenwashing.
- 5. TRADITIONAL MARKETING: the early adopter Traditional Marketing knows the important of early adopters and trendsetters in launching a brand. These mavens become brand advocates, giving a product a one-on-one feel. The Gort Cloud is the early adopter of the green space
- 6. MORE THAN: social media So you may be thinking, okay, this is just the online, social, media space right? Yes, that is a huge part of the power of the Gort. BUT its also in person conference, and neighborly chats, it is the buzz around green.
- 7. KNOWN UNKNOWN As Rumsfeld would say The Gort Cloud is a known unknown. We don’t really know exactly what it looks like. Its some combo of viral marketing, meets peer review meets social media meets watchdog.
- 8. STORY TIME But the best way to explain it is through story. So sit back and let me tell you the story of two companies who are igniting their brands with the power of the force- The Gort Cloud. Stonyfield Farms and TerraCycle
- 9. STONYFIELD: Gary Hirshberg Gary Hirshberg the CEO of Stonyfield Farm has spent the last 25 years redefining what customer loyalty means. It no longer about blasting your logo everywhere its about proving yourself.
- 10. STONYFIELD: loyalty That loyalty showed itself one day as Gary was in a supermarket inspecting a yo-plait container. A women next to him said,“you know a man of your age really should be eating Stonyfield”. Curious, Gary pretended to be ignorant and said “oh really, and why is that?”
- 11. STONYFIELD: sold with a handshake She said,“Stonyfield gives away 10% of its profits and organics are better for us, the animals and profit”. He hired her on the spot. Stonyfield is famous for saying “Organic isn’t sold with a slogan its sold with a handshake.”
- 12. STONYFIELD: transparency is key Recently Stonyfield introduced the first plant-based yogurt containers. They offered bloggers all over the country free samples for their readers. Smart. They also have made the process of going to corn plastic completely open source, available to their competitors.
- 13. STONYFIELD Transparency is key. Stonyfield uses its own packaging real-estate to educate about its brand and promote causes and campaigns it believes in. This was how that woman in the supermarket knew what Stonyfield was up to.
- 14. TERRACYCLE:Tom Szaky Terracycle was started when Tom Szaky, a Princeton University student decided to sell worm poop in repurposed soda bottles. Selling trash in trash is so popular that he is now set on becoming the next Proctor and Gamble- making households products, but only using trash.
- 15. TERRACYCLE: the cheap option He did this through using The Gort Cloud, having kids and community groups collect the trash. Whats interesting is that he doesn’t target the LOHAS market, he sells to retailers like Home Depot, not as a green option, but a cheap option.
- 16. TERRACYCLE: no ads Terracycle has zero budget for advertising but have three in house publicists. They know the power of their story and spend money only on PR, not ads.
- 17. TERRACYCLE: No ads Each one churns out three articles a week on average, and is paid $30,000 a year. Divided out, Szaky pays a dollar for every 500 words. How much does 30k buy you in ads? One page in home and gardens.
- 18. TERRACYCLE Though it sells it self as the cheap option,Terracycle is picked up because its an eco option too. Walmart and Home Depot both feature it as a eco product in their store thus promoting their own eco branding.
- 19. EMPOWERED Feeling empowered? This force may seem elusive and hard to tap, but we have all the tools we need, we have the contacts thorough our network here at Presidio, we are the leaders of this space.
- 20. Social Networks Do The Right Thing Green Options GUSSE World Coolers SustainLane Care 2 Make a Difference 2 People Trendspotters Information and Eco-Tech Business Alliances TreeHugger Trendwatching Springwise MetaEfficient Cool Jetson Gr Inhabitat Playgreen OpenEcoSource Green Maven Public TV and Radio Natural History Science Centers Electric Auto Association Solar Electric Light Fund The Oil Drum Solar Buzz Zero WasteCalcars.org Green Car Congress Special-Interest Authorities Online Green Retail NGOs World Wildlife Fund NRDC Greenpeace National Wildlife Federation Union of Concerned Scientists Sierra Club Earth First Environmental Defense Audubon Surfrider Foundation Nature Conservancy Rainforest Alliance Earth Justice Friends of the Earth EcoMom Alli Events and Competitions Live Earth World Solar Challenge Solar Decathlon Burning Man Haute Green Brower Youth Awards Be EcoChic The Goldman Environmental Prize Blogs Business Green Blog Autoblog Green Little Green Blog The Accidental Environmentalist Sustainable Design Technology Big Green Purse Environmental Blog Slowly She Turns Ecorazzi Best Green Blog Ecofabulous FiftyRx3 Conferences and Trade Shows TV,Radio,Podcasts The Invisible Force Powering Today's Most Visible Green Brands The Lazy Environmentalist Personal Life Media National Geographic Channel Sundance Channel Green TV Green Radio HGTV Equator HD Planet Green Rocky Mountain Institute Clean Tech CNet Green Tech Clean Edge Green Technology Forum REPP-CREST Alliance for Climate Protection US Climate Action Partnership Climate Counts Co-op America CERES ACEEE Climate Institute Net Impact Green Festival National Solar Conference Clean Technology Forum Dwell on Design Green Build Expo The LOHAS Forum Good and Green West Coast Green Sustainable Brand Conference Green West UN Climate Change Conference Green by Design Green Press Initiative Urban Land Institute Natural Step Greenloop Green Nest EcoExpress Danny’s Organic Green Culture Wellness Grocer Evo All Shades Green Greenmaker Buy Green Living Green Organic Sleep Products THE GORT CLOUD One of the leading trendspotters is Treehugger and particularly Simran Sethi, a Presidio grad. One of the leading green biz sites,Triple Pundit is run by Nick Aster, whom we all know. From my calculation, the Presidio Network, all of us in this room are at the very most two degrees of connection away from every player in The Gort Cloud.
- 21. THE FORCE May the force be with you.