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THE OPEN BRAND:
BEYOND GREEN WASHING
Sustainability Messaging in a World of Radical Transparency
ROADMAP



Trends   Case Studies   Principles   How To
GREEN WASHING
 Making environmental marketing claims
that are not true or stretching the truth.
HUMMER FAIL
DIESEL FAIL
CHEVY FAIL
FUJI FAIL
COAL FAIL
NESTLE
 FAIL
COKE
 FAIL
BANDAG
  FAIL
MENTOS
  FAIL
7UP
FAIL
PEABODY
  FAIL
7 SINS OF GREENWASHING
1. Hidden Tradeoffs
2. Lack of Proof
3. Vague Claims
4. Irrelevant Claims
5. Worshiping False Label...
SO, WHERE NEXT?
SOCIAL MEDIA IS THE FUTURE
      OF MARKETING
WHAT IS SOCIAL MEDIA?

• Social   Networking
• Online Video

• E-Commerce

• Online Advertising
INTERACTIVE MARKETING GROWTH
FACEBOOK GROWTH
Facebook has grown from
100 million to 200 million
users in less than 8 months.


If it were a country, it...
10.0


                                 7.5


                                 5.0
The number of visitors to
the site in M...
SOCIAL MEDIA IS A
DISRUPTIVE TECHNOLOGY
  Old School     New School
   Top Down       Bottom Up
    Closed          Open
 ...
AN OPEN WORLD

                                   Open
Open        Open        Open
                                  Bran...
SO,
WHO CONTROLS
  A BRAND?
BEFORE
Brand Managers
AFTER
Customers
POWER SHIFT
SUSTAINABILITY MESSAGING

• Social
       Media is based in
 transparency and
 openness.
• Sustainability
              Me...
RADICAL TRANSPARENCY
       Case Studies
CHEVY VIDEO
CONTEST
What happened?
Chevy launches a YouTube campaign to submit user
generated videos promoting the Chevy T...
ZAPPOS CEO ON TWITTER


•CEO, Tony, talks about his
 company, but also shares his
 personality.
• Massive following
• Earl...
MC DONALDS
CHANGES SLOGAN
Sign of the Times
Fitting with the “self expression” era of the
web, McDonalds changes it’s slog...
PATAGONIA
CEO GETS TRANSPARENT


 • CEO, Paul Levy, recognizing the hospital was in dire financial trouble,
   sends a personal lette...
CEO’S ON TWITTER
GoodGuide provides
the world's largest and
most reliable source of
information on the
health, environmental,
and social im...
A
call
for
SHARED
RESPONSIBILITY
Companies                       Customers
1.
Be
human                     1.

Be
understa...
HOW DO I MAKE MY
 BUSINESS OPEN?
THINKING OPEN
OPEN BRAND PRINCIPLES

• Embrace Transparency

• Meet     People Where They are At

• Customers Trust     Customers

• Bef...
BENEFITS OF BEING OPEN
• Gaininnovation from your
 customer feedback

• Quicker
        response time to
 customer concern...
HOW BRANDS SHOULD
             PREPARE
    Don't Hesitate
•

    Prepare For Transparency
•

    Connect with Advocates
•
...
SOCIAL MEDIA MARKETING
        BASICS
BRAND MONITORING

• Google Analytics

• Google Alerts

• Tweet   Beep
!



It’s like a user profile,
but for your business
Create a Facebook Page for
your business and start
collecting Fans. Po...
!



  Social Networking for
  Professionals
Have your employees build full
Profiles on LinkedIn, which in turn
will build ...
HOW TO TWITTER
    How to Guide
WHAT IS TWITTER?

• Microblogging

• Real Time

• Public

• Always   On
BASIC TWITTER USE

• Presence   information
• Responses    to others (@user)
• Sharing   Links (tiny URL)
• Retweeting   (...
BEST PRACTICES

• Get   your user account NOW

• Tweet   consistently, 1-6 per day

• Provide   value to your community

•...
SPIRITUAL IMPLICATIONS

1.   Speed of learning
2.   Ambient intimacy
3.   Increased authenticity
4.   Customized attention...
GO FURTHER
   Resources
ABOUT THE SPEAKER
    Joey Shepp, Green MBA
•


    Principal at Earthsite
•
    Web Strategy for Sustainable Brands

    ...
FOLLOW US ON

   @earthsite
   @joeyshepp
   @openbrands
The Open Brand: Beyond Green Washing
The Open Brand: Beyond Green Washing
The Open Brand: Beyond Green Washing
The Open Brand: Beyond Green Washing
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The Open Brand: Beyond Green Washing

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Sustainability Marketing in a World of Radical Transparency.

Social media technology is driving the shift towards a more open culture, a more open government, and most notably, a more open way of marketing. People are Twittering about your brand right now and the way you respond today will determine the future of brand management.

At the same time, corporate sustainability marketing initiatives are getting labeled as green washing because they lack transparency that is foundational to building authentic brand trust.

In this talk, you will learn how to leverage social media technology to be an Open Brand leader, transcending green washing and building trusted relationship with your customers. See current case studies of corporate green initiatives that have succeeded and failed. Learn how to show your green, authentically.

Publié dans : Business, Technologie
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The Open Brand: Beyond Green Washing

  1. 1. THE OPEN BRAND: BEYOND GREEN WASHING Sustainability Messaging in a World of Radical Transparency
  2. 2. ROADMAP Trends Case Studies Principles How To
  3. 3. GREEN WASHING Making environmental marketing claims that are not true or stretching the truth.
  4. 4. HUMMER FAIL
  5. 5. DIESEL FAIL
  6. 6. CHEVY FAIL
  7. 7. FUJI FAIL
  8. 8. COAL FAIL
  9. 9. NESTLE FAIL
  10. 10. COKE FAIL
  11. 11. BANDAG FAIL
  12. 12. MENTOS FAIL
  13. 13. 7UP FAIL
  14. 14. PEABODY FAIL
  15. 15. 7 SINS OF GREENWASHING 1. Hidden Tradeoffs 2. Lack of Proof 3. Vague Claims 4. Irrelevant Claims 5. Worshiping False Labels 6. The Lesser of Two Evils 7. Outright Lies
  16. 16. SO, WHERE NEXT?
  17. 17. SOCIAL MEDIA IS THE FUTURE OF MARKETING
  18. 18. WHAT IS SOCIAL MEDIA? • Social Networking • Online Video • E-Commerce • Online Advertising
  19. 19. INTERACTIVE MARKETING GROWTH
  20. 20. FACEBOOK GROWTH Facebook has grown from 100 million to 200 million users in less than 8 months. If it were a country, it would be bigger than Brazil.
  21. 21. 10.0 7.5 5.0 The number of visitors to the site in March more than 2.5 doubled to 9.3 million, up from 4.3 million in February. 0 February
09 March
09 TWITTER GROWTH
  22. 22. SOCIAL MEDIA IS A DISRUPTIVE TECHNOLOGY Old School New School Top Down Bottom Up Closed Open Advertisement Conversation Print Media Digital Media One to Many Many to Many Privacy Transparency
  23. 23. AN OPEN WORLD Open Open Open Open Brands Culture Government Software
  24. 24. SO, WHO CONTROLS A BRAND?
  25. 25. BEFORE Brand Managers
  26. 26. AFTER Customers
  27. 27. POWER SHIFT
  28. 28. SUSTAINABILITY MESSAGING • Social Media is based in transparency and openness. • Sustainability Messaging requires transparency to be trusted.
  29. 29. RADICAL TRANSPARENCY Case Studies
  30. 30. CHEVY VIDEO CONTEST What happened? Chevy launches a YouTube campaign to submit user generated videos promoting the Chevy Tahoe. Backlash Activists seize the opportunity to voice their feelings about the Chevy Tahoe. GM Fast Lane Blog “Early on we made the decision that if we were to hold this contest, in which we invite anyone to create an ad, in an open forum, that we would be summarily destroyed in the blogosphere if we censored the ads based on their viewpoint. So, we adopted a position of openness and transparency, and decided that we would welcome the debate.”
  31. 31. ZAPPOS CEO ON TWITTER •CEO, Tony, talks about his company, but also shares his personality. • Massive following • Early success story in using Twitter. • Jumped on the new “I think the way to succeed in today’s world is to make your business more personal. Twitter is also a great way technology early. of doing that.” -Tony, CEO of Zappos
  32. 32. MC DONALDS CHANGES SLOGAN Sign of the Times Fitting with the “self expression” era of the web, McDonalds changes it’s slogan to a more personal line. “We love to see you smile” To “i’m lovin’ it”
  33. 33. PATAGONIA
  34. 34. CEO GETS TRANSPARENT • CEO, Paul Levy, recognizing the hospital was in dire financial trouble, sends a personal letter to the entire staff about the crisis, and devotes the organization to becoming more transparent . • “I promise to have an open administration, sharing with you as much information as possible to help you be part of solving the problems of the medical center.” • The turnaround worked. And since 2002 has been blogging openly about the institutions issues.
  35. 35. CEO’S ON TWITTER
  36. 36. GoodGuide provides the world's largest and most reliable source of information on the health, environmental, and social impacts of the products in your home.
  37. 37. A
call
for
SHARED
RESPONSIBILITY Companies Customers 1.
Be
human 1.

Be
understanding 2.
Use
real
names
and
be
 2.

Use
your
real
iden@ty personal
 3.
An@cipate
problems
will
 3.

Recognize
that
problems
 occur,
and
set
clear,
public
 will
occur
and
give
 expecta@ons
in
advance
for
 companies
the
informa@on
 how
you
will
address
issues. and
@me
required
to
 competently
address
issues.
 4.
Cul@vate
a
public
 4.
Share
issues
directly
or
 dialogue. through
a
forum.
 5.
Speak
plainly,
candidly
 5.
Give
companies
the
 with
customers.
 benefit
of
the
doubt.

  38. 38. HOW DO I MAKE MY BUSINESS OPEN?
  39. 39. THINKING OPEN
  40. 40. OPEN BRAND PRINCIPLES • Embrace Transparency • Meet People Where They are At • Customers Trust Customers • Befriend Influencers • Social Currency
  41. 41. BENEFITS OF BEING OPEN • Gaininnovation from your customer feedback • Quicker response time to customer concerns • Realtime insights to customer needs • Build loyal customers
  42. 42. HOW BRANDS SHOULD PREPARE Don't Hesitate • Prepare For Transparency • Connect with Advocates • Evolve your Enterprise • Systems Shatter your Brand Website •
  43. 43. SOCIAL MEDIA MARKETING BASICS
  44. 44. BRAND MONITORING • Google Analytics • Google Alerts • Tweet Beep
  45. 45. ! It’s like a user profile, but for your business Create a Facebook Page for your business and start collecting Fans. Post photos, videos and links for your Fans to check out and comment on. Build an active customer community.
  46. 46. ! Social Networking for Professionals Have your employees build full Profiles on LinkedIn, which in turn will build a powerful profile for your company. Many features support company business development: Join professional groups, get advice from peers, hire new employees, and get introductions to key contacts.
  47. 47. HOW TO TWITTER How to Guide
  48. 48. WHAT IS TWITTER? • Microblogging • Real Time • Public • Always On
  49. 49. BASIC TWITTER USE • Presence information • Responses to others (@user) • Sharing Links (tiny URL) • Retweeting (RT) • Direct Messages
  50. 50. BEST PRACTICES • Get your user account NOW • Tweet consistently, 1-6 per day • Provide value to your community • Increase ‘signal’ by using #hashtags
  51. 51. SPIRITUAL IMPLICATIONS 1. Speed of learning 2. Ambient intimacy 3. Increased authenticity 4. Customized attention networks Stephen Dinan 5. Increased individuality 6. Tracking global concerns 7. Personal connection to our heroes and heroines
  52. 52. GO FURTHER Resources
  53. 53. ABOUT THE SPEAKER Joey Shepp, Green MBA • Principal at Earthsite • Web Strategy for Sustainable Brands Founder of Green Maven • The Green Search Engine Founder of Open Brands • Radical Transparency in Brand Conversations Internet Marketing Director for • Green Festival Learn more at www.JoeyShepp.com •
  54. 54. FOLLOW US ON @earthsite @joeyshepp @openbrands

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