Powerpoint (4mb PDF)

Green Social Media
Green California Summit
March 15, 2010
Introductions
What makes your program
Green?
Why GREEN Marketing?
What are the Key Elements to a green
company or organization?
Why do people care that you are
green?
What will they gain from supporting a
green company?
Full Service Marketing Plan
Social Media is important but it is only
ONE part of the maketing puzzle.
Take a look at a few examples of a
complete marketing plan.
McRoskey Mattress Company
Website
McRoskey Mattress Company
Advertising
McRoskey Mattress Company
Social Media
McRoskey Mattress Company
Social Media
Quick Social Media 101
Facebook
Twitter
LinkedIn
YouTube
Facebook
Statistics
• 
More than 20 million people become fans of Pages each day • 
More than 3 million active Pages on Facebook • 
More than 1.5 million local businesses have active Pages on Facebook
• 
There are more than 100 million active users currently accessing
Facebook through their mobile devices
• 
Average user spends more than 55 minutes per day on Facebook
Facebook
•  With the right approach, Facebook is a tool to use to promote your
product, city, event or company to a broad range of clients/
customers. •  Creating contests is a great way to gain fans on your page,
therefore widening your audience. Contests are a way to engage
your fans and also give away free promotional items, which in turn
also help to get the word out about your company or client.
•  Facebook profile page should be kept current and fresh with
regular (at least daily) status updates, along with images, videos
and other items that convey your company or product message
clearly. Twitter
•  This popular micro-blogging platform allows for individuals to
follow other bloggers, as well as to update their “status” in 140
characters or less. •  The key to being successful with Twitter is being able to convey a
company’s overall personality, create relationships with customers
and start conversations. •  Be sure to always use key word optimization, this is how people can
search for what you are talking about rather then your specific
company. LinkedIn
•  LinkedIn is the voice of
business; it is all about
professional development
•  Find referrals, and make
connections with the help
of your contacts
•  Be seen as an expert
YouTube
•  YouTube helps with
search, as well as
functioning as a tool for
storing your videos and
making your content more
accessible
•  YouTube is the industry
leader when it comes to the
posting of online video
•  Helps you create a buzz
How Other Green Companies are Using Social Media
Clorox Greenworks
Changing an Image
Going Against the Grain
• 
Seen as a company that was not green
at all
• 
Used social media to help change that
image
• 
Teaming up
–  Partners
–  Certifications
–  Community
Greenworks
Partners
•  Wide range of partners
•  All of the partners carry the
same constant green
message.
Greenworks
Sierra Club
•  First partner
–  Donations
–  Commitment to each
other
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True green certification
The public response
Greenworks
Target Audience
•  New Moms
–  Where can you reach them?
–  What are they looking for?
–  Where do they get information from?
Greenworks
Facebook
•  A source for news
•  Create a community forum
•  Up-to-date
•  Constant conversation
Greenworks
Creating a Conversation
Greenworks
Blog
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Accessible Tips
Trends
Partners
Trusted Links
Your one stop for
Green Cleaning
Products Customized Performance
Truly a Green Company Actions
•  Educate/Train Employees
•  Cleaning Supplies & Processes
•  Equipment
•  Educate Clients
Customized Performance
Certification
Benefits
•  Differentiate from Competitors
•  Gain trust
•  More Productive Employees •  Doing what’s right for
environment
www.GreenSeal.org
Customized Performance
Messages
•  Cleaning for Health
•  Green wash doesn’t create healthy buildings, customized performance
does
Awards/Studies/News Releases/Articles
•  “Landmark Study Finds Increased Productivity, Lower Vacancy and
Higher Rents in
Green Buildings”
•  Customized Performance Recognized by Santa Clara County Board of
Supervisors
•  How You Clean Buildings Can Help Prevent the spread of H1N1 or
Swine Flu
•  California Company Improves the Health and Productivity of its
Clients’ Facilities
2020 Gateway
2020 Gateway
LEED Gold
Benefits
•  Saves Energy
•  Saves Water
•  Clean Air
•  Enhanced Productivity
Green = $$$
Right Audience
Right Message
Right Communication Tools
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Web Site
Email Newsletters, Broker Emails
Print and Online Advertising
News Releases
Sponsorship of Events
Host On-site Events for Target Business
Organizations
Save Our Water
Using Social Media
•  Engaging in Conversation
•  Accessible
•  Easy to View Tips
•  Ways to Save
Save Our Water
Social Media- Twitter
Save Our Water
Social Media- Facebook
Contact Information
Jan Burch
Dennis Erokan
The Placemaking Group
www.twitter.com/GetFamous
Vice President Derokan@placemakinggroup.com
(916) 448-2021
Jburch@placemakinggroup.com
www.PlacemakingGroup.com