Green Marketing 2.0: It's all about Trust
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Traditional top-down marketing is dead. Consumers don’t trust advertising, but they do trust each other. Online technologies such as FaceBook, MySpace, and the iPhone are facilitating a revolution in peer-to-peer communication. How does business today engage with new online strategies to build loyal customer communities? Learn about Social Media, Online Video, Mobile Phones, Blogs, and other rapidly emerging technologies that are forever changing the foundations of marketing. Learn how Sustainable Business is perfectly aligned to take advantage of this new era of Transparency and Trust. Joey Shepp will help you decode the online jargon and prepare you for marketing in an online world.
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Green Marketing 2.0: It's all about Trust
- 1. Green Marketing 2.0 Joey Shepp Green Marketing Expert www.JoeyShepp.com Material Copyright JoeyShepp.com 2008
- 2. How is New Media facilitating Green Marketing?
- 4. http://www.slideshare.net/wah17/social-media-35304?src=embed Social media and marketing Evolution or Revolution?
- 7. New Model for Customer Engagement Richard Edelman Forrester Consumer Forum 2007 Corporate Image in the Age of Social Technology
- 8. http://www.slideshare.net/themoleskin/crucial-conversations-in-social-media Kelsey Ruger/Pop Labs Got Social Media 2008
- 9. http://www.slideshare.net/wah17/social-media-35304?src=embed Social media and marketing Evolution or Revolution?
- 10. Consumers Trust Consumers Trust in Advertising Nielsen Survey Oct 2007
- 12. http://www.slideshare.net/wah17/social-media-35304?src=embed Social media and marketing Evolution or Revolution?
- 13. So, how does this relate to Green Marketing?
- 14. New Media is the Vehicle for Green Marketing •Transparent •Accountable TRUST •Accessible The Basis for •Open Communicating and Facilitating •Democratic Sustainability Moving Beyond Greenwashing
- 15. Green Marketing 2.0 Strategies
- 16. Embrace Going Green • Meet customers where they are at: • busy, guilty, cautious • understand their suffering • Congratulate people for their progress • Think timeline to sustainability
- 17. Do it Yourself, for FREE • Build a Web Page • Start a Blog • Start a Social Network • Start a Media Channel
- 18. Tell Your Story • Blogs: Frequent Updates • YouTube: Your Own Video Channel / Seeing is believing • Respond to your customer! • Create Fans, Gain an Audience
- 19. (Business) Social Networking • 5.72 degrees of separation • Access to Relationships
- 20. Share and Share Alike • Embedded Videos • Digg, Del.icio.us, Stumble Upon • Allow your content to travel • Creative Commons / Open Media
- 22. Listen • Use Analytics! (it’s free) • Measure Engagement • Look for Patterns
- 23. 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
- 24. 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.
- 25. Case Studies
- 30. The New Venture The Virtual Business No Overhead Rapid Development Collaboration Free Marketing
- 31. 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
- 32. Contact Joey Shepp Green Marketing Expert www.JoeyShepp.com