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.

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

2. ROADMAP
Trends Case Studies Principles How To

3. GREEN WASHING
Making environmental marketing claims
that are not true or stretching the truth.

4. HUMMER FAIL

5. DIESEL FAIL

6. CHEVY FAIL

7. FUJI FAIL

8. COAL FAIL

9. NESTLE
FAIL

10. COKE
FAIL

11. BANDAG
FAIL

12. MENTOS
FAIL

13. 7UP
FAIL

14. PEABODY
FAIL

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. SO, WHERE NEXT?

17. SOCIAL MEDIA IS THE FUTURE
OF MARKETING

18. WHAT IS SOCIAL MEDIA?
• Social Networking
• Online Video
• E-Commerce
• Online Advertising

19. INTERACTIVE MARKETING GROWTH

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. 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. 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. AN OPEN WORLD
Open
Open Open Open
Brands
Culture Government Software

24. SO,
WHO CONTROLS
A BRAND?

25. BEFORE
Brand Managers

26. AFTER
Customers

27. POWER SHIFT

28. SUSTAINABILITY MESSAGING
• Social
Media is based in
transparency and
openness.
• Sustainability
Messaging
requires transparency
to be trusted.

29. RADICAL TRANSPARENCY
Case Studies

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. 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. 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. PATAGONIA

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. CEO’S ON TWITTER

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.

38. 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.

41. HOW DO I MAKE MY
BUSINESS OPEN?

42. THINKING OPEN

43. OPEN BRAND PRINCIPLES
• Embrace Transparency
• Meet People Where They are At
• Customers Trust Customers
• Befriend Influencers
• Social Currency

44. BENEFITS OF BEING OPEN
• Gaininnovation from your
customer feedback
• Quicker
response time to
customer concerns
• Realtime insights to
customer needs
• Build loyal customers

45. HOW BRANDS SHOULD
PREPARE
Don't Hesitate
•
Prepare For Transparency
•
Connect with Advocates
•
Evolve your Enterprise
•
Systems
Shatter your Brand Website
•

46. SOCIAL MEDIA MARKETING
BASICS

47. BRAND MONITORING
• Google Analytics
• Google Alerts
• Tweet Beep

48. !
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.

49. !
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.

50. HOW TO TWITTER
How to Guide

51. WHAT IS TWITTER?
• Microblogging
• Real Time
• Public
• Always On

52. BASIC TWITTER USE
• Presence information
• Responses to others (@user)
• Sharing Links (tiny URL)
• Retweeting (RT)
• Direct Messages

53. BEST PRACTICES
• Get your user account NOW
• Tweet consistently, 1-6 per day
• Provide value to your community
• Increase ‘signal’ by using #hashtags

54. 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

55. GO FURTHER
Resources

56. 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
•

57. FOLLOW US ON
@earthsite
@joeyshepp
@openbrands