Digital and
Social Marketing
The Sustainable Cosmetics
Summit
Susan McPherson
@susanmcp1
What is the value of green
marketing? Why should my
company invest it?
Consumer Demand
Is Here
Green marketing
makes business
sense.
Your consumers
want to know
about your CSR
initiatives and t...
It’s An Authentic Part Of Your
Story
This isn’t
“greenwashing.” If you
have an authentic
commitment to
sustainability, you...
Employee & Consumer
Engagement
By shining a spotlight on
your environmental
commitments, you can
also give employees and
c...
Be An Inspiration
Speaking openly about
your sustainability goals,
challenges, and initiatives
helps elevate your
company ...
What are the elements of
successful, high-impact
green marketing?
Authenticity
Successful green marketing campaigns are true to your
brand and integrated into your overall story.
TIPS:
● J...
Authenticity Case Study:
ZADY
Transparency
Being transparent about where you are & where you want to
go is key to any green marketing campaign. It’s how...
Transparency Case Study:
L’Oreal
Storytelling + Data
Like any marketing campaign, green marketing campaigns
should tell a story--a powerful story backed up...
Storytelling Case Study:
Coca-Cola
Employee & Consumer
Engagement
Great green marketing isn’t about just telling a story. It’s about
giving your consumers an...
Engagement Case Study:
Toyota
5 TAKEAWAY
TIPS
1. Integrate green marketing with your overall
marketing..
2. Be honest. Share your successes as well as y...
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Digital and Social Marketing for Sustainable Companies

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A briefing presented on May 15 to the Sustainable Cosmetics Conference in NYC

Published in: Marketing, Business, Technology
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Digital and Social Marketing for Sustainable Companies

  1. 1. Digital and Social Marketing The Sustainable Cosmetics Summit Susan McPherson @susanmcp1
  2. 2. What is the value of green marketing? Why should my company invest it?
  3. 3. Consumer Demand Is Here Green marketing makes business sense. Your consumers want to know about your CSR initiatives and the impact you’re
  4. 4. It’s An Authentic Part Of Your Story This isn’t “greenwashing.” If you have an authentic commitment to sustainability, your CSR initiatives are an authentic part of your story. It’s not a
  5. 5. Employee & Consumer Engagement By shining a spotlight on your environmental commitments, you can also give employees and customers the chance to participate in your sustainability efforts.
  6. 6. Be An Inspiration Speaking openly about your sustainability goals, challenges, and initiatives helps elevate your company as an industry leader. Your green marketing can inspire others to follow your lead.
  7. 7. What are the elements of successful, high-impact green marketing?
  8. 8. Authenticity Successful green marketing campaigns are true to your brand and integrated into your overall story. TIPS: ● Just getting started? Bring your marketing + CSR teams together to determine messaging for your campaigns. ● Make your green goals and programs part of your overall brand story. ● Talk about green initiatives on Twitter, Facebook, Instagram, and all of your other social channels.
  9. 9. Authenticity Case Study: ZADY
  10. 10. Transparency Being transparent about where you are & where you want to go is key to any green marketing campaign. It’s how you avoid greenwashing. TIPS: ● Clearly communicate your challenges and shortcomings to stakeholders. ● State goals, track progress, and share this progress via social media and your other communications channels. ● Messed up? It happens. Tell your audience why you failed and how you plan to approach the problem differently.
  11. 11. Transparency Case Study: L’Oreal
  12. 12. Storytelling + Data Like any marketing campaign, green marketing campaigns should tell a story--a powerful story backed up with strong data and metrics. TIPS: ● Collect stories, and then figure out how you can map those stories to specific metrics and data points that paint a broader picture. ● Present data in a way that makes sense to an average person. ● Take advantage of different social channels and media formats to tell your story in new and engaging ways.
  13. 13. Storytelling Case Study: Coca-Cola
  14. 14. Employee & Consumer Engagement Great green marketing isn’t about just telling a story. It’s about giving your consumers and employees the chance to participate in that story. TIPS: ● Come up with clear action steps that various audiences can take to support your sustainability efforts. ● Use social media and your other communications channels to reach those audiences and give them a meaningful way engage. ● Track employee and consumer participation so you can tell the story of that engagement later on.
  15. 15. Engagement Case Study: Toyota
  16. 16. 5 TAKEAWAY TIPS 1. Integrate green marketing with your overall marketing.. 2. Be honest. Share your successes as well as your failures. 3. Use social media, infographics, video, and more to tell an engaging story. 4. Give your customers and employees a way to engage. 5. Back up anecdotes with big-picture data.

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