Mobile Marketing: A Green Opportunity

Mobile devices represent an important new marketing channel. Increasing mobile penetration worldwide has led many in the marketing industry to believe that 2008 is the year of the mobile. According to a Cisco study mobile devices are quickly joining physical stores, websites and catalogs as an important fourth channel for retail growth.

According to Don Knox, global vice president at ad:tech Expositions, “Mobile continues to pique the interest of marketers and advertisers as it matures and the devices mature in the U.S...marketers are seeing the benefits of relying on mobile to reach consumers...Everyone seems to sense that we’re on the verge of a big breakthrough in mobile, as consumers are stepping away from their PCs and relying on these mobile devices more and more, and in that sense, it’s a logical extension of today’s marketing plans...Marketing is no longer just traditional or interactive, but rather marketing is encompassing both worlds...And as we’re seeing more of the marketing spend become digital, we’re attracting more traditional marketers and traditional media...We’re seeing mobile rapidly advancing around the world...A lot of what can be done will be determined by the carriers, but many marketers see mobile as an opportunity to extend their messaging, branding and more and more advertising opportunities."

The vast number of mobile devices in the world today makes this an extraordinary marketing opportunity. Currently, there are three times as many mobile-phone subscribers (3.3 billion) as Internet users (1.3 billion) worldwide. India is a prime example of this large and growing audience. With 267 million mobile phones, India is growing at the rate of 8.3 million phones per month, Chaitanya Nallan, CEO, Gingersoft Media adds, "As a medium, compared to the Internet, mobile is much more powerful. I can reach you wherever you are because mobile is with you all the time." And a mobile marketing dollar appears to get better results when compared to the Internet. According to Rajiv Hiranandani, CEO of Mobile2Win, "Clicks in this medium are around 5-8% and outperform the clicks in the Internet medium."

Social networking has significantly impacted the use of mobile devices. Sites like Facebook, MySpace and LinkedIn have changed consumer expectations and buying behavior. Social networking is increasingly mainstream and no longer the exlusive domain of the young. Facebook reported 286 percent growth in members aged 35 and over from May 2006 to November 2007. Social networking has grown on a global level, with the number of European log-ons (127 million) surpassing that of the United States (124 million).

The ongoing proliferation of e-commerce will also help drive usage of mobile devices. Forrester Research estimates that online sales will reach $204 billion this year and $335 billion by 2012. With e-commerce accounting for only 6 percent of all retail sales in the United States, there is considerable room for growth.

According to the Cisco IBSG survey, at present, mobile marketing is done primarily using SMS (Short Message Service). SMS is being used to communicate promotions, provide a two-way service for customers' questions, and offer item availability and delivery updates. Peer-based reviews and interaction are becoming a baseline expectation. Some mobile marketing includes advanced visualization, video capabilities, and mobile commerce technologies. Companies are also using mobile devices to generate leads, provide loyalty rewards and offer free downloadable content.

The Cisco IBSG survey found that:
42 percent of retailers provide the ability to view product information on a mobile device through reformatted web pages or specific mobile pages
15 percent offer the ability to conduct transactions (make purchases, complete inventory queries, etc.)
10 percent are using SMS to provide information or answers to customers' questions
6 percent have webpages and a URL specifically designed for mobile use
The Cisco IBSG survey of e-commerce sites found:
17 percent provide the capability to connect to communities of interest
52 percent provide customer reviews for products
50 percent have advanced visualization tools
50 percent provide multimedia such as video
50 percent offer customer support through multiple channels, such as click-to-chat

There are several factors that contribute to successful mobile marketing. Steen Anderson, VP of marketing for 5th Finger suggests a simple formula for his clients. R=V+E (Response = Value + Exposure). “By maximizing the value and relevance of the offer to the target audience and maximizing the exposure of the call to action across as much media as possible, the response rate will be maximized.” According to Anderson, “More than any other medium, in the mobile realm, marketers must strike a good balance between a creative idea and the technical execution of that idea in order to ensure ROI.”

Perhaps most importantly, successful mobile marketing involves a targeting strategy that is focused on the mobile devices used by the demographic you are seeking to reach. The call to action must be easy, clear and discernable at a glance. And as Anderson cautions “In the cases when you are offering prizes as part of the call to action, a large volume of lower value prizes can be much more effective in encouraging participation in promotions than having just one high value prize on offer.”

As reported in AdAge a recent New York Media Information Exchange Group breakfast panel was discussing mobile marketing strategy. They questioned whether the mobile category will continue to exist on its own or "simply merged into overall consumer environment of digital connectivity." According to Dick Cantwell, vice president of IBSG's Retail / CPG Practice mobile devices are part of the “new era of multichannel retail” The main threat according to Nallan is from spammers, "Spam messages have a low price band and take away our business."

Although unlikely to replace traditional mass media, mobile marketing offers a unique marketing proposition and a strong value proposition. Mobile marketing has a wide audience base and has the capability to effectively target specific demographics. Mobile marketing is less expensive than traditional marketing mediums and it is also more cost effective because the message reaches the audience directly. There is also added flexibility when marketing through mobile devices. As explained by Brand Analyst Harish Bijoor, “the advertiser can decide how much to market, to whom to market and with what intensity to market. The control lever is with the marketer. More he uses, more he pays."

Mobile marketing is easy to track. Shishir Sharma, Director of Business and operations at Active Media Technology says, "Since all downloads and SMS replies are trackable, evaluating effectiveness is much better in mobile marketing compared to other conventional marketing methods."Hiranandani calls mobile marketing “the most effective marketing channel for the years to come." And Sharma adds, "With the mobile phone being in virtually every hand, mobile marketing is the future of advertising.

Mobile marketing is still a relatively new concept and accounts for a relatively small portion of most companies marketing mix. (Only 15% of leading retailers provide mobile commerce). Marketers and business owners should understand that when is comes to mobile marketing, every sector is in the trial stage. Those that appear to be putting mobile marketing to the greatest use are the financial, auto, travel and retail sectors. By monitoring innovative companies SMEs can adapt successful mobile marketing practices to their own circumstances and strategies.

Mobiles value as a marketing medium comes from the widespread penetration of mobile devices and the fact that mobile device users are a captive audience even when they are roaming. As a relatively inexpensive marketing option, mobile marketing is an effective and accessible way for SMEs to communicate a targeted message.

Mobile marketing communicates with many thousands of users instantly. Companies and organizations leveraging the extraordinary reach of mobile marketing are also connecting with potential customers without paper, ink, transporation or the energy expenditure associated with traditional advertising mediums. Because of its smaller footprint, targeted message, wider reach, and cost effectiveness, mobile marketing is an ideal marketing medium for emerging Green themed businesses.

Success often follows those who anticipate the trends. And an effective mobile marketing strategy considers the desired capabilities long before they are worked into future platforms. In mobile marketing, as with sustainable business practices, those who are proactive in developing and implementing strategies will be in a more competitive position than those who do not.

Making Mobile Marketing Work for Your Business: Interactive Digital Marketing For the Young and the Not So Young

New media is enabling marketers to target a wide-ranging group of highly interactive and motivated consumers. This is the first in a series of seven posts on mobile marketing. This post reviews some of the key features of the digital environment that are fueling mobile's growth.

As reported in a recent Adage article, "Interactive- and digital-marketing budgets have experienced a healthy increase. The first quarterly Epsilon CMO Survey reveals that nearly two-thirds of chief marketing officers said their interactive/digital marketing budgets have increased in the past year, while 60% have seen their traditional advertising budgets go south. The findings reflect marketers' growing need to better target their campaigns, according to Steve Cone, CMO of Epsilon. The results show that because of the economy, companies are really trying to identify the consumers that are very active in communicating with each other through social computing, blogging or podcasting. The more popular interactive and digital channels that marketers said they are keen to start experimenting with are social computing (42%), which includes word-of-mouth, social-networking sites and viral advertising; blogs (35%); podcasting (31%); and mobile devices (29%), which include phones and PDAs. The study found that some marketers have already started incorporating these tactics, with 19% of respondents already using blogs, 18% making use of podcasting and 22% using mobile devices as part of their marketing mixes. Blogging is a major activity among a relatively educated, affluent and not-as-young-as-you-would-imagine age group. And when you're talking about podcasting and mobile devices, that's a younger demographic. Marketers are trying to target the broadest age range of consumers, and that's reflected in how these break down from top to bottom. You can find hundreds of thousands of people who are really active in these areas, and they are going to be extremely receptive to offers of relevance. The study also revealed that CMOs are relying on analytics, CRM techniques and other measurable marketing strategies when determining who they want to go after."

Of all digital media, mobile is the channel that is growing most rapidly. As reported in Mobile Marketer "It’s no exaggeration to say that mobile advertising is about to revolutionize the way that marketers reach out to consumers for branding or customer acquisition or customer retention purposes. A well-targeted mobile ad campaign will strengthen bonds between brand and consumer." Mobile Web usage was up 29.4 percent from the first quarter of this year to the second. There are many reasons why Mobile marketing is destined to keep growing including the fact that mobile is a less expensive, targeted channel in an uncluttered medium.

As reported in a recent Mobile Marketer article, "A common theme voiced by mobile marketers is that to get high response rates from young consumers, they have to issue a simple, [clear]direct call-to-action that is tied to an appealing incentive and with the need to be informed that they have the ability to opt out at any time. The call-to-action must [offer] a direct incentive that is related to some type of prize or reward. The messaging of the campaign should be very straightforward and feed control to the respondent."

While the youth demographic may be the most receptive to mobile campaigns, other groups are catching on quickly. According to Dan Miller, the executive vice president of Neighborhood America. “Mobile phones are the one common device that we have with us all the time, and the youth demographic is key, but its appeal is extending across all demographics. Over time, mobile is appealing to broader and broader demographics, from older people and high-end, high net worth all the way down to blue-collar workers—the complete socio-economic spectrum...”

Digital marketing is tapping into new communication trends. In this downturn, the metrics that come with digital tactics are crucial and a significant reason why this demand is increasing. The way you approach the call to action is also important, particularly with younger audiences. However, as noted above, interactive digital's base is not exclusive to the young as it is growing accross many age demographics. In the digital marketing milieu, mobile is emerging as the hottest commodity in the expanding digital marketing universe.

Next: Understanding the Differences Between Mobile and Online Marketing / Research Your Target / Presentation Tips / Design Tips / Applications and Video / Key Success Factors

The Power of Social Media and the Importance of Market Segmentation

Social media is a great way to reach a growing audience, particularly if you factor the ways in which this market is segmented. Social media is part of the vast and growing arena of interactive digital marketing. The social media audience is large and loyal and with hundreds of millions of visitors and countless billions of videos being viewed online, it has even more massive appeal than traditional mediums like television.

Traditional marketing approaches are increasingly being complimented by novel online experiences. Although search engine optimization remains important, social media optimization is emerging as an important way to engage a huge audience that is seeking a more dynamic Internet experience.

Jim Carroll, a well-known speaker, author and columnist said in a recent article,"ecological spending will continue to drive growth markets." In the same article he cites some numbers that illustrate why social media is changing the marketing landscape, "147 million people interact globally on social networks via their mobile phones...that number could very well be 1 billion within five years!"

For more informaton on mobile marketing see The Green Market's 7 part series, "Making Mobile Marketing Work for Your Business," which includes Researching Your Target, Design Tips, Presentation Tips, Understanding the Differences Between Mobile and Online Marketing, Interactive Digital Marketing For the Young and the Not So Young, Summary of Key Points (For The Green Market's extensive series of mobile marketing posts see related posts at the bottom of this page).

As explained in an article entitled The Ever Expanding World Of Small Business and Social Media Optimization, "the web is being rapidly transformed from simply being an informational monologue into an exciting interactive and socially enriching platform, social networking sites are gaining greater power and prominence in the online media community. So it is because of this major shift that small business owners are being forced, in their media planning, to start including these websites as part of their plan for posting compelling online advertisements, writing articles for this media while also using audio and video to capture their target market share. Social media is becoming an extremely powerful tool for creating marketing leverage through persuasive communication - whereby customers can share their insights, their perspectives, and their opinions. Customers want to engage, and this media is providing them the perfect platform for that end. [And] small business clients are [also] demanding to be heard in an ever-increasing manner."

Social media is increasingly important for the small business community. Although social media may be a relatively new marketing channel, it is an integral part of the future of communications. In a recent AdAge article, Chris Perry, exec VP-digital strategy and operations at Weber Shandwick said, "within all companies every function will become more digitized, socialized and, dare I say, integrated. Social and digital communications practices are being applied to every traditional function across the enterprise."

As explained in an article entitled Reaching Generation Y Through Social Media Marketing, "We now live amongst a diverse arrangement of new and different generations where change is happening by the second. And in order to be on the cutting edge of all things marketing, small business owners will need to be more and more aware of the changing demographics and learn how to best communicate with the ever growing field of different buyers who are joining the market place every single hour."

Understanding the social media audience is key to successfully using this rapidly growing marketing channel. Millennials, or Generation Y, are a high value audience for business, this group of young online spenders was born between 1980 and 1996. This segment understands the environmental consequences of their actions and they have the social awareness to act. Even if Millennials are not part of your company's core demographic, by driving traffic and enhancing your social media profile they play a pivotal role in social media optimization.

Millennials are also know as the Internet generation and as explained in a CSR Wire article, this group does not know a world without the Internet. "The Next Generation defined by those born between 1997 and 2015, won’t know a world where social media and sustainability aren’t part of everyday life." The implication is that social media (and sustainability) will continue to grow as successive generations engage user generated content as a organic extension of their social networks.

Millennials want change and marketers are addressing their concerns. With 42 percent of marketers reporting that they are keen to experiment with social computing, the change agenda of Millennials is already impacting marketing communications. Going forward, Millennials will drive economic growth and reshape the fundamentals of every industry in the process.

A recent AdAge study, reaffirmed the fact that Millenials are the single most environmentally aware generation. The study revealed that:

- 69% of Millenials surveyed expressed genuine interest in the environment
- 79% of Millennials glean most of their information from the web
- 76% of Millennials emphasized the importance of brands being ecologically conscious
- 64% of Millennials in the 18 to 29 age group said they would be willing to pay more for a product that supports an environmental cause.

Although the older segment of Millennials were more likely to choose Green and even pay more for a Green product or service, this did not hold true for the 13-17 age group. The study suggests that teenagers are sensitive about the price point.

Teens today are much more tech savvy, confident and culturally diverse, they want to be listened to and have their needs and expectations addressed. Millennials are more tuned into media than previous generations and although they are aware of the importance of the environment, they are not sure how to get involved.

Forward looking companies can support Millenials as they transition from knowing why the environment is important to actual sustainable living. Social media is an ideal medium to help get this group involved in environmental efforts that will deepen eco-awareness and foster consumer loyalty.

This is part of the reason why Web Pro News refers to social media as, "the holy grail for advertisers on the Internet: a mass-concentrated U.S. audience reach similar to television." But to make the most of social media you need to incorporate Millenial attitudes into your marketing strategy.

According to the AdAge study cited above, Green adds credibility to a company's brand, but the evidence also indicates that Green marketing strategies should not be universal across all age groups. Different Green marketing efforts need to be adapted for the different segments. Further, companies seeking to market to teenagers should be sure to offer competitive pricing.

Teens apparent reticence towards Green may be due to their need for immediate gratification. To reach teens, marketers need to be innovative in the ways they link Green interests with more immediate observable results. By encouraging Millennials to take action on the environment, social media can play a vital role helping this generation to lead us toward a healthier planet.

Social media is a powerful marketing tool that is easily accessed by small business, but as Chris Perry explains, there are still many unknowns associated with social media advertising, particularly in the current economic climate. "No one owns [social media]. No one company, no one specialty, no one individual has all the answers to address the fundamental changes taking place. The changes are too sweeping, too fast moving, too complex for anyone to talk in absolutes. We're still in the early stages of a media disruption that impacts marketing communications in ways [that are] yet be fully understood."

For those pioneers willing to brave the unknown, social media provides an opportunity for businesses to communicate with their consumers in a fresh and dynamic fashion. With hundred of millions of loyal participants, social media has the unparalleled ability to quickly reach a huge audience. However, you cannot unlock the power of social media without understanding Millennials.
__________________________________

Next: Small Business Guide to Social Media / Shortening Your Sales Cycle With Social Media / Twitter / Social Media and ROI


Related Articles

Social Media and Sustainability
Digital Marketing for the Young and Not so Young
Digital Marketing Will Thrive in a Downturn
Digital Marketing: Making the Most of Your Marketing in a Downturn
The Growth of Digital Marketing
How to Make Mobile Work: Summary of Key Points
The Growth of Mobile
Mobile is Green
Mobile Marketing: A Green Opportunity
Energy Conservation Via Mobile Marketing
Apple's iPhone: Green Applications and Incentives to Innovate
Back to School Mobile Marketing Campaigns

Webinar - How to Create an Effective Cause Marketing Program

This free webinar will take place on September 25, 2013, at 1:30 ET. It is intended for those who wish to tie their cause marketing promotions to real-world results (eg sales, traffic, loyalty, or engagement).

Join Anne Erhard, SVP, Cause Marketing at MSLGROUP, and Sandra Hijikata, March of Dimes Chief Revenue Officer, to explore cutting edge best practices for creating successful, mutually-beneficial cause marketing programs for retailers and consumer products that drive purchases and raise funds in this FREE webinar.

Marketing for the Renewable Energy Industry (Courses)

Courses on Renewable Energy Marketing designed for individuals with no prior experience will be taking place at the Edinburgh Institute at the Business School in Edinburgh, Napier, on May 25th, 2012. These courses will address issues and challenges in marketing and strategic management in the renewable energy industry.

Event - 2014 Cause Marketing Conference: Innovating for Impact

The Cause Marketing Conference is a must-attend cause marketing conference of the year. Innovating for Impact is the theme of this year's conference. Attendees will gain access to changemakers who are pushing the envelope of cause programs.

The Effects of Green Marketing: Consumer Trends Drive Profit (Video)

There is a $230 billion marketplace that exists for products and services that meet the needs of consumers who buy based on their personal, social and environmental values. This marketplace is predicted to grow to $845 billion by 2015! Would you like to know if and how your business could get a share of the green marketplace?

Go Green Innovation Convention Chicago (Event)

On Friday, October 12, 2012, 8 am to 7 pm, "Go Green Innovation Convention Chicago" will take place at the Marmon Grand Conference Center, 2230 South Michigan Avenue Chicago, IL. The convention will provide an opportunity for all attendees to have access to Green Employment Resources, Green Business Specialized Marketing Training Sessions and Green Funding Solutions Workshops.

The corporates sponsors for the event include: B&B Communications, Inc., Best Windows, Inc. Bronzeville Chamber of Commerce, Creative Capital Corporation, Diversity MBA Magazine, ECO Smart Builders, Inc. F.E.S.I.I Energy Services, Green Energy LLC, Silver Springs MD, Green Tech Business, Network, Inc, NFP, Intercon Solutions-,(The Solution To Your E-Waste Problem) Pipshaw Enterprise, Marmon Grand Corporation, Radiant Heart Creations, Solar Power Resources & Associates, Synergy Environmental Solutions, Inc, The Black Oaks Center For Sustainable Renewable Living, The Chicago Center For Green Technology, Townes & Associate, Inc., FundAbility Inc,, The "GOOD" Doctor, Paralegal School of Chicago, Inc NFP, & TikoDane Community Centre, and Katete Zambia.

Communications Disconnect Revealed by the Sustainability Leadership Report

Although companies are adopting sustainability in record numbers, there can sometimes be a disconnect between these efforts and the perception of the general public. When corporate sustainability was first introduced it was a low priority issue that focused mostly on reporting, however it is now influencing core strategies and transforming businesses around the world. Companies recognize that a proactive stance on sustainability is becoming a competitive necessity in attracting investors, employment talent and supply chain partners, as well as customers. Because of this, those responsible for creating and maintaining brand relevance need to pay close attention to their company’s sustainability practices. However, engaging is sustainability is only part of a successful strategy, corporate communicators must reconcile operational practices and brand communications.

Green Marketing Manifesto (Video)

The 8 C's of Sustainability Branding by Marc Stoiber

In 2010, Marc Stoiber, creative director, writer, innovator and green brand specialist wrote a piece called the 5C’s of Sustainability Branding. In 2012 he has added some new C's. Here is his original 5C’s, followed by his new C's for 2012.

The 5C’s of Sustainability

1. Consumer-Facing - Not sure what to do first? Look at what the consumer is looking at. There are plenty of ways to improve corporate sustainability, but consumer-facing changes will have the most immediate impact on your brand’s public perception. Think of Method’s Omop, with its compostable / recyclable bamboo and paper packaging – it stands out like a beacon at shelf, where consumers can really notice the difference.

Cause Marketing Complimentary Webinars

Here are two complimentary cause marketing webinars, one for business and the other for non-profits. These two webinars will take place on on November 21, 2013, they will be conduced by For Momentum's Mollye Rhea. They're full of great material including lots of real-life examples and relevant, useful tips. Participants will learn about which programs are generating major business and cause benefits -- and why. They will also discover what kind of civic engagement today's consumers expect from companies and how to leverage cause marketing to move a company or cause forward.

Event - 2013 Cause Marketing Forum

The 2013 Cause Marketing Forum (CMF) will take place on May 29-30, 2013 in Chicago. If you're like most cause marketers, partnerships are critical. You can prioritize these essential relationships by registering to attend the industry's most important conference: the 2013 Cause Marketing Forum - the only conference where you will find an exclusive focus on company/cause partnerships.

3 More Reasons to Attend

1) Your colleagues are attending making this a prime networking opportunity.

Event - CMF13: Captivate. Connect. Activate

Cause Marketing Forum 2013 (CMF13) will take place May 29-30, 2013 at the JW Marriott in Chicago. As a savvy cause marketer, you know that it's not enough to simply create a company/cause partnership. You must captivate your audience with a compelling story, connect on a meaningful level and provide accessible ways to activate consumer participation while generating business and social benefits.

Digital Marketing Will Thrive in a Downturn

Digital marketing is poised to grow during this downturn. Although the marketing world has been hit hard, as reviewed in a recent Convince & Convert article some marketing channels will thrive in this environment. During the last recession, online advertising, plummeted 27% over two years. But according to the author, this time will be different. "Not only will online marketing survive, it may actually thrive during the lean times, continuing its inexorable theft of ad spend from traditional media tactics. Online is far more mature and proven now"

There are several reasons that account for digital marketings viability in a downturn. Online does not require a long term commitment and it is typically less expensive than an offline campaign. The predictable shift in a downturn is to focus on expanding sales with existing customers and email is the perfect vehicle for this group. Reduced marketing dollars can be focused on likely prospects rather than wasted on the disinterested. When compared to traditional tactics, online marketing offers superior measurability and trackability.

Next: The Growth of Mobile / Making Mobile Marketing Work For Your Business

Social Media and Sustainability

Social media, also known as user-generated content, is an organic marketing channel and an effective conduit for Green messages. This is the first in a series of four articles designed to help Green small business owners and eco-entrepreneurs leverage the power of social media to communicate their Green offerings.

Social media is defined by Wikipedia as "information content created by people using highly accessible and scalable publishing technologies. At its most basic sense, social media is a shift in how people discover, read and share news, information and content. It's a fusion of sociology and technology, transforming monologue (one to many) into dialog (many to many) and is the democratization of information, transforming people from content readers into publishers. Social media has become extremely popular because it allows people to connect in the online world to form [personal and business] relationships."

Social media is about collaboration and information sharing and sustainability is about responsible social and environmental economic development. Despite apparent differences, social media and sustainability are convergent trends that compliment each other.

Even though we are confronted with a global recession, a recent MediaPost report indicates that a majority of consumers remain loyal to Green products. According to "The Conscious Consumer Report" (2009), 67 percent of consumers surveyed agreed with the statement: "Even in tough economic times, it is important to purchase products with social and environmental benefits." Although 66 percent said price is "very important," Fifty-one percent said they were willing to pay more for these products.

The report also indicates that skeptical consumers are actively looking for information that verifies Green claims beyond ads and packaging. The report supports the importance of communicating Green messages through multiple venues, including social media networks. Further, when compared to traditional media like print, social media's digital presence is less harmful to the environment.

According to Rob Reed, a social media and marketing specialist who helps companies to engage stakeholders through the social web, "social media and sustainability present the same set of issues when integrating these new practices into a company’s DNA and core values. The truth is that social media and sustainability can be integrated and adopted at every level."

As Mr Reed explained in an article in 2008, there are many ways that the trends of social media and sustainability intersect as well as align. Together, sustainability and social media are "changing the world for the better."

"Barack Obama has changed political elections forever. Just as Kennedy used televised debates to his advantage in 1960, Obama has used the social web. It’s partly a function of his brand and overwhelming appeal with younger voters, but it’s also a clear sign of the times." As of 2008 several members of Congress were 'tweeting,' including then Vice-Presidential candidate Biden. And President Obama has used a broad range of social media to communicate his vision of a new energy economy that emphasizes renewable energy.

Al Gore is well known for his film "The Inconvenient Truth," he is also co-founder of the socially driven Current.com. This "duality of focus and investment is playing out throughout Silicon Valley and the entire VC community. These are smart bets being made on a smart future that’s both green and social."

By definition, social media has democratized information. "The social web has decentralized the production and distribution of content." Social media puts "control in the hands of people…the people formerly known as the audience"

There are also a diverse range of job opportunities in social media and sustainability that are emerging. Green-collar jobs and new jobs in social media mean new roles and responsibilities in marketing, public relations, and customer service.

"The era of cheap oil has lead to an unsustainable system where it is (was) economically viable to ship goods...all across the globe...With this era coming to an end, the principles of sustainability dictate that we source our food and other goods as close to home as possible...This parallels the decentralization of information that’s been driven by social media and the ability to produce (grow) our own content and to become active participants in media as opposed to passive consumers....The Internet did for communication what cheap oil did for consumer goods. It brought the world seemingly close together."

Social media and sustainability started as grassroots movements. Now sustainability is an increasingly important part of government policy and corporate culture. President Obama's Green vision for America and the sustainable initiatives of companies like Wal-Mart illustrate the convergence of social media and a Green message. For governments and companies alike, social media is an increasingly integral component of their communications efforts.

Social media and sustainability are still relatively new as mainstream trends, and as such, examples of abuse and exploitation abound, but "we look forward to the day when green and social can be taken for granted. When all media is social and all products and energy are green."

Together social media and sustainability have forever changed business, politics, and culture. Social media not only enables people to find one another, it is also a powerful tool enabling business to more effectively target their audience.
_______________________________________

Next: The Power of Social Media & the Importance of Market Segmentation / Small Business Guide to Social Media / Shortening Your Sales Cycle With Social Media / Twitter / Social Media and ROI


Related Articles

Digital Marketing for the Young and Not so Young
Digital Marketing Will Thrive in a Downturn
Digital Marketing: Making the Most of Your Marketing in a Downturn
The Growth of Digital Marketing
The Green Market's Series on Mobile Marketing

Small Business Guide to Social Media

Dell is a leader in social media and a good example of the trend towards increased corporate environmental stewardship. Like many other firms, Dell has been hit hard by the global recession. However, despite a halving of profits, Dell's commitment to the environment represents the kind of positioning that can help many companies to weather this historic downturn.

Dell's environmental programs, "conserve product energy consumption, reduce or eliminate materials for disposal, prolong product life span and provide effective and convenient equipment recovery solutions. By streamlining business steps and processes to be as efficient as possible, Dell helps minimize stress on the environment while achieving speed, responsiveness and cost savings that are passed along to customers."

Based on Dell's conversations with customers, they have created a series of social media guides. Each guide includes an overview of the approach, the opportunity, tips for getting started, examples of best practices and case studies.

1. Listening to customers, prospects and influencers is the foundation of all successful social media programs. By listening to online conversations happening in blogs, forums and social networks, you can bring the voices of your customers directly into your organizations.



Download the guide



2. Many people equate "PR" to "digital PR" or "digital influencer relations." While they are similar in many ways, there are some important nuances to consider. Most importantly, online conversations are much more direct and personal, requiring the highest level of transparency and candor.



Download the guide



3. Twitter is fairly new to the social media scene, but many companies have already found ways to use it for business, from announcing new products to helping out customers in need.



Download the guide



4. Crowdsourcing is the process of enabling your customers to play an active role in creating a new product or service, or in some cases, solving a business challenge for your company. Let's face it – our customers know what they want and need better than anyone.



Download the guide



5. Facebook is the fastest growing social network in the world with more than 100 million active members. Facebook offers a variety of solutions for small businesses to connect with customers and prospects more deeply and leverage the huge, viral potential of this community.



Download the guide



6. Photos and videos can engage customers and convey more about a company and its people, products and services than text alone. Today, new technologies and Web sites like Flickr and YouTube have made it easier than ever for businesses to produce and share multi-media content.



Download the guide



7. It's important to understand how a social media program is performing against specific business objectives in order to maximize the impact and justify further investment. The beauty of social media is that it is highly measurable using tools like Google Analytics.



Download the guide



By following these guides you can use social media to grow your businesses and better serve your customers.
______________________________________

Next: Shortening Your Sales Cycle With Social Media / Twitter / Social Media and ROI


Related Articles

The Power of Social Media and the Importance of Market Segmentation
Social Media and Sustainability
Digital Marketing for the Young and Not so Young
Digital Marketing Will Thrive in a Downturn
Digital Marketing: Making the Most of Your Marketing in a Downturn
The Growth of Digital Marketing
The Green Market's Series on Mobile Marketing

The Growth of Social Media as an Increasingly Important Vehicle for the Environment

The rapid growth of social media has made it a revolutionary force for prosocial change. Facebook is a great illustration of this rapid growth. In less than seven years Facebook has accrued more than 500 million users. This gives Facebook the distiction of having more users than the population of any country in the world except China and India.

Organizations of all sizes are incorporating social media into their marketing programs. According to Kiwano, 9 in 10 organizations use social media in Canada and thirty-one percent say social media plays a major role in public communications around their brand.

There are many social media campaigns that have benefited the environment including 10/10/10, Earth Day, Earth Hour and WWF's Online Event. These events relied on social media tools to facilitate massive public participation.

Nowhere is this growth more evident than during the most recent social media week conference. In 2011, the fourth social media week was celebrated between February 7-11. The two year old social media week conference has become one of one of the world’s most important platforms to explore emerging trends in social and mobile media.

Here are the nine cities took part in the first social media week conference of 2011, Rome; São Paulo; Toronto; Paris; San Francisco; London; Hong Kong; Istanbul; and New York. Around the world there were over 1,800 speakers and 600 events. More than 30,000 participants were present, an additional 80,000 unique viewers watching events live via Livestream.com and nearly 200,000 unique visitors engaging through Socialmediaweek.org. Real-time conversations included more than 75,000 tweets shared during the week, which created almost 300 million impressions in the social sphere, according to social media monitoring company Sysomos.

“This year’s Social Media Week was a truly global phenomenon—showcasing borderless brands and communications, via the power of social media,” said Bonin Bough, Global Director of Social and Digital Media for PepsiCo. “We are proud to have been an integral partner—with PepsiCo employees contributing to discussions and idea exchanges on three continents and there, demonstrating the depth and breadth to which digital media is permeating our company.”

“Social Media Week is more than an event, it’s a movement,” said Nokia’s Craig Hepburn, Global Director, Digital. “Such an innovative event that taps into the human networks of people across the world and encourages sharing and best practice will move us forward faster and more effectively than traditional event silos.”

© 2011, Richard Matthews. All rights reserved.


Related Posts
The Growth of Social Media and the Environment
Social Media Marketing and Environmental Sustainability
Social Action Driving Businesses to Adopt Sustainable Practices
Environmental Activism and Social Media
Hashtags and Twestivals Essential to Using Twitter for Green Marketing
Best Green and Sustainable Business Twitter Feeds
Top 20 Green and Sustainable Business Facebook Groups
EvanCarmichael's List of Top 50 Social Entrepreneurship Blogs
Social Media and the Green Message: WWF Global Online Event
350.org's 10/10/10 Event
Global Work Party Events Around the Globe
10/10/10 Global Work Party Message for Governments
10/10/10 Proves the Environmental Movement is Bigger than Ever
The Business of Earth Hour and the Power of Social Media
The Commericialization of Earth Day
Canon Reaffirms Green Procurement Program for Earth Day
At Target Everyday is Earth Day
Earth Day 2010: The Business of Green
Earth Day Tool Kit
Earth Day 2010: Life and Death Decisions for Business
Shortening Your Sales Cycle With Social Media
Small Business Guide to Social Media
The Power of Social Media and the Importance of Market Segmentation
Social Media and Sustainability
Digital Marketing for the Young and Not so Young
Digital Marketing Will Thrive in a Downturn
Digital Marketing: Making the Most of Your Marketing in a Downturn
The Growth of Digital Marketing

Environmental Activism and Social Media

The failure of governments to make progress on climate change is leading climate campaigners to renew their focus on social media to get people involved in the push for carbon emission controls.

The Global Work Party organized by 350.org is at the forefront of a successful new approach to social change. The 10/10/10 event is a prime example of the new social movement powered by the extraordinary reach of the Web. The proliferation of increasingly powerful mobile technologies have radically increased the reach and immediacy of social advocacy.

The unprecedented success of 350.org's "International Day of Climate Action" on October 24th 2009, was eclipsed only by this year's 10/10/10 Global Work Party event. Thanks to digital media like chat, text messaging, and social networks, the 350.org team mobilized over 7000 actions in 188 countries this year.

Some have called this reliance on accessible online tools "open source" activism. The use of new media is building an enduring climate constituency.

Activists are downloading online toolkits for decentralized events and using the power of social media to push for greater climate protection. Coordinated online outreach has made the immense scale of the Global Work Party possible.

Thanks to social media, climate activists are cultivating resources that are mobilizing people in ways that are transforming our cultures and our civilizations.

Climate activists are up against the immense resources of the fossil fuel industry and their powerful propaganda machines. While environmental groups cannot outspend or outmaneuver the fossil fuel industry, social media is leveling the playing field and democratizing the debate.


Related Posts
10/10/10 Proves the Environmental Movement is Bigger than Ever
The Business of Earth Hour and the Power of Social Media
Social Media and the Green Message: WWF Global Online Event
Blog Action Day 2009: One of the Largest Climate Change
Social Media and Sustainability
Environmental Revolution: Honest Marketing
Earth Day Digital Tool Kit
The Power of Social Media and the Importance of Market Segmentation
Social Media and ROI
The Growth of Mobile
Mobile Marketing: A Green Opportunity
11 Sites that Specialize in Green Video Content
Online Video Consumption
Video Sharing Strategy in 12 Simple Steps
Green Video Sharing
Best Green Videos
The Green Market Makes EvanCarmichael's List of Top 50 Social Entrepreneurship Blogs
350.org's 10/10/10 Event
10/10/10 Global Work Party Message for Governments
Fossil Fuel Calamities and Deadly Weather Underscore the Urgency of the 10/10/10 Event
Bill McKibben Goes to the White House
White House Agrees to Put Solar On It
McKibben Calls Extreme Weather Events Climate Disasters
The Global Work Party and US Midterm Elections
Canada and 350.org's 10/10/10 Event
Letter of Thanks from Bill McKibben
Message of Thanks from the President of the Maldives
350.org Makes History with Day of Climate Change Action
350.org: International Day of Climate Change Action Events
350.org: International Day of Climate Action

The Revolutionary Power of Social Media Driving Corporate Environmental Sustainability

Businesses are increasingly reckoning with the revolutionary power of social and mobile media. New media is impacting our lives and changing the way we connect and communicate. In places like Egypt and Tunisia, social media has demonstrated itself to be a formidable force that is even capable of toppling governments.

Social media sites like Facebook and Twitter, give individuals and businesses the ability to correspond with vast audiences.

There are many examples of social media's power to change corporate behavior. With the help of social media, environmentalists managed to reduce illegal logging of rosewood and other hardwoods in Madagascar. When a French company called Delmas continued with their shipments of illegally harvested rosewood, thousands of messages were directed at the company and the French government. This forced Delmas to cancel a major rosewood shipment (worth between $20-80 million), they then put an end to their rosewood business a few weeks later.

No one knows the power of social media better than Greenpeace. They have managed to force Nestle to adopt more sustainable business practices that will lessen deforestation in Indonesia. The scope and influence of new media are hard to resist. When Nestle tried to launch a misinformation campaign, social media users unearthed a multitude of Nestle's questionable business practices including the illegal extraction of groundwater in Brazil.

According to a BBC documentary, pressure from individuals is causing big corporations to flex their supply chain muscles. Food and cosmetics manufacturer Unilever dropped Sinar Mas Agro Resources and SMART for clearing rainforests and carbon-dense peatlands. Nestle, Kraft, Burger King, and General Mills have all followed Unilever's lead.

Pressure brought to bear through social media is driving corporations to cleanup their supply chains. Some businesses are responding to this pressure and changing the way they source commodities. Cargill, is now pressuring SMART's parent company, Golden Agri Resources, to clean up its operations. In the summer of 2009, a Greenpeace report on deforestation in the Amazon, caused Nike to make their supply chains more sustainable.

The World Bank suspended lending to all oil palm plantation projects, after the Wilmar Group, was found to be environmentally irresponsible and Cadbury New Zealand stopped using palm oil altogether after consumer complaints. This kind of public pressure has not only arrested the clearing of land in these areas, it has strengthened the market for sustainable palm.

The ability to foster change proves that social media has come of age. Social media is a powerful communication and coordination tool. As long as environmental groups accurately present the facts regarding a companies environmental problems, they are performing a highly beneficial public service.

Individuals now have the power to make businesses cleanup their supply chains, and adopt more environmentally friendly approaches to business. As the targets of these campaigns know, social media can seriously damage a firm’s reputation.

Companies must now acknowledge that the revolutionary power of new media make the risks associated with irresponsible business practices a serious threat.

© 2011, Richard Matthews. All rights reserved.

Next: The Growth of Social Media as an Increasingly Important Vehicle for the Environment / Social Media Marketing and Environmental Sustainability


Related Posts
Social Action Driving Businesses to Adopt Sustainable Practices
Environmental Activism and Social Media
Hashtags and Twestivals Essential to Using Twitter for Green Marketing
Best Green and Sustainable Business Twitter Feeds
Top 20 Green and Sustainable Business Facebook Groups
EvanCarmichael's List of Top 50 Social Entrepreneurship Blogs
Social Media and the Green Message: WWF Global Online Event
350.org's 10/10/10 Event
Global Work Party Events Around the Globe
10/10/10 Global Work Party Message for Governments
10/10/10 Proves the Environmental Movement is Bigger than Ever
The Business of Earth Hour and the Power of Social Media
The Commericialization of Earth Day
Canon Reaffirms Green Procurement Program for Earth Day
At Target Everyday is Earth Day
Earth Day 2010: The Business of Green
Earth Day Tool Kit
Earth Day 2010: Life and Death Decisions for Business
China Participates in Earth Hour
Sustainable Supply Chains
Puma's Sustainable Supply Chain
Walmart and HP's Sustainable Supply Chains
Arizona State University and Green Supply Chains
IT Sector Should Leverage Their Supply Chains
Shortening Your Sales Cycle With Social Media
Small Business Guide to Social Media
The Power of Social Media and the Importance of Market Segmentation
Social Media and Sustainability
Digital Marketing for the Young and Not so Young
Digital Marketing Will Thrive in a Downturn
Digital Marketing: Making the Most of Your Marketing in a Downturn
The Growth of Digital Marketing