The Big 3: How Social Media, Video, and Mobile Are Transforming Green Marketing

3punditFinal In this piece published on Triple Pundit by Paul Hannam of Bright Green Leadership, we learn how important social media, video and mobile are as media tools for effective green marketing. He sites various successful campaigns by Method, Patagonia and Google. Hannam also recognizes that video and mobile are the most popular and accessible forms of international communication because of the over 4.5billion wireless user worldwide. He then offers tips for successful integration of The Big 3 methods that include performing vigorous research, acquiring fans or followers, and testing/measuring all results, among others.



Posted June 10, 2010

By, Paul Hannam, Triple Pundit

Every Green and Socially Responsible
organization wants to attract more visitors to their website; engage
them more effectively; and increase sales, donations, or members.
 Whether you are a business or a non-profit, you probably know that the
Internet is your market’s primary source of information, and where your
prospects actively search for information, solutions, and products.

You may also know about the incredible growth in trends like social
media, video, and mobile marketing. Facebook has over 400 million users,
You Tube serves over 1 billion videos every day, and Google
CEO Eric Schmidt
has declared “mobile first in everything,” as he
contemplates the 4.6 billion wireless subscribers worldwide.

Every organization, green or not, has to consider how to take
advantage of this opportunity, or face being left behind. Fortunately,
there are some savvy green businesses who are leading the way. Method’s People Against
Dirty
campaign demonstrates how responsible organizations can engage
with their customers and prospects.  Green business and social media
share the same values and practices of openness, trust, and
authenticity. The Patagonia
Facebook Fan Page
has nearly 44,000 fans, and is ideally suited for
customer dialog, market research, as well as new product, special
offer, and event announcements.

Video is now essential for all marketing-oriented websites.  A recent
Forrester
Research report
claimed that videos are 53 times more likely than
other Web pages to appear on page 1 of search results.  Simply adding a
video explaining your products and services can transform your online
performance.

And what about mobile marketing—integrating video and social media,
is it the biggest trend of all? There are over 100 million users who
access Facebook on their mobile phones. As we all know, consumers almost
always carry their phones, so advertisers can engage them at specific
times and places. There are also a number of Green iPhone apps
including  Climate
Counts
that rank businesses on climate change impact.

Video, social media, and mobile are transforming marketing
forever.
Together they provide an extraordinary opportunity
every campaign should include.  There are many potential green marketing
strategies, so the challenge is to choose the right one and execute it
effectively.

The solution that every successful internet marketer employs is a
strong system of step by step processes.  A system is a series of
actionable tasks with clear deadlines and outcomes.  My own
system includes 5 key activities, which I will be writing about over the
coming weeks.
They are

  1. Develop a Strategy based on Rigorous Research
  2. Implement  multiple streams of Traffic to your Website
  3. Acquire Subscribers and Fans
  4. Convert subscribers to Buyers with an effective Sales Process
  5. Test, Evaluate and Optimize everything

If you focus on being excellent at these five activities,  you will
see a major improvement in brand awareness, stakeholder engagement, and
likely, sales. After 25 years of sales and marketing experience,—and 10
years of working with green businesses as an entrepreneur, consultant,
writer, and professor—I believe that Internet marketing is the most
exciting and effective means of building your business or non-profit.

My mission with this 3p series is to help you be more successful in
promoting green messages, products, and services. So, in the coming
weeks I will cover each stage of the system with practical tools and
examples that you can use in your organization to see rapid results.

***

Paul Hannam is president of Bright Green Leadership that
provides internet marketing services to green organizations. Paul
is also Chairman and co-founder of Bright Green Talent and taught
environmental business at Oxford University. You can watch Paul’s video on Internet
Marketing for Responsible Businesses
or contact him at [email protected]

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