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TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766.11
TerraCycle and Trash Tycoon:The Gamification of Garbage
collect engage inspire
TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766.
WHAT IS GARBAGE?
TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766.
TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766.
Upcycle
solve
Allison Martyn, Business Development
Values two aspects: material and features.
Eco-speakers made from Frito Lay chip bags
Upcycled backpack from Capri Sun juice pouches
Upcycled vest from paper packaging from Suzano Brazil
TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766.
collect
TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766.
Number of people collecting waste for TerraCycle globally.
Pieces of garbage collected by TerraCycle.
Number of locations collecting waste for TerraCycle globally.
Cumulative payment to charitable organizations from TerraCycle for waste collected.
90,000
$4 million
28 million
2.5 billion
Countries Where TerraCycle Operates: (Australia, Argentina, Belgium, Brazil, Canada, Denmark, France, Germany, Hungary, Ireland, Israel, Mexico, Netherlands, Norway, Spain, Sweden, Switzerland, Turkey, UK and US).
20
Christian Tucker,Business Development
= Country with ExistingTerraCycle Program
MAP LEGEND
= New Markets for 2012
= Existing Participants
TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766.
WHY WE FOCUS ON SOCIAL + GAMING?
• Deep Engagement with Consumers
• Potential to Educate Consumers
• Making Recycling Fun
• Creates Shared Value with NFP Partners
• Integration of our Brand Sponsors
• Creates PR Opportunities
TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766.
60,000+ Facebook Likes15,000+ Twitter Followers
100,000+ Game Users350,000+ Annual YouTube Views
Of our 60k FB fans: •over 75% are MAU•over 60% are WAU
Facebook Posts Average:• >30 ‘Likes’ and ‘Comments’
• >8,800 ‘Views’ per post• 8 ‘Shares’ per post
*TerraCycle spends ~$15,000 annually on Social Media
TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766.
Figure out what is most relevant to your audience…
For TerraCycle it was non-promotional posts: Green Living tips, eco-facts, social/eco news, even eco-jokes.
Always use images and links where possible!
TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766.
promoteMegan Yarnall,PR
etc.
BECOMING A CONTENT PROVIDER
• TerraCycle currently blogs for many major 3rd Party Websites:
- New York Times - Treehugger- GreenBiz - AMEX OpenForum- Social Media Today - Green Child- Industry Intel - Sooshable
• Talking Trash with TerraCycle Podcast
• 2nd Edition of Revolution in Bottle (Portfolio)
• DIY Book Series
TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766.
Good content is not enough. In the ever-updating, ever-growing world of Social Media just making sure your
messages get seen is a science in itself!
Half-Life of the Average Tweet is 2.8 Hours (source: Bit.ly)
TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766.
As a general rule, Facebook posts get the most traffic (based on clicks) mid-week in the late afternoons.
Source: Bit.ly
TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766.
Some studies suggest to maximize Shares, the ideal day to post is Saturday!
This is more true for B2C Content
Source: @DanZarrella + KISS Metrics
TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766.
Fact: The average “lifetime” of a post to a Facebook page is ~3 hours (Source: TechCrunch)
What This Means for You: To maximize engagement and traffic for any one post, don’t post to your Facebook page more than once every 3 hours.
Source: @DanZarrella + KISS Metrics
TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766.
SYNDICATION THROUGH CROSS-PROMO
TerraCycle’s exponential Facebook growth was greatly aided by entering into informal cross-promo deals with our partners, influential bloggers, non-profits and relevant professional association. This helps to bring engaged followers to your
pages at no cost!
TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766.
Make‐A‐Difference Mom Contest Summary:Participants entered the contest by emailing a 250 word essay to TerraCycle about how the entrant’s mom made a difference for the environment and community. TerraCycle and Ziploc picked finalists and the winner was determined by public voting. Winner won
1000 dollars and a Flip Camera!
Choosing finalists for public voting on grand prize turned nominated
Moms into minimarketers. TC provides assets to help them promote themselves online and in the local
community.
In addition to over 100 submissions and 1500 votes, ‘Likes’ growth increased 30%
during month of contest:
TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766.
Elmer’s Eco Product Design Contest Summary:Elmer’s Glue and TerraCycle challenged students to use commonly discarded
materials to create new products. Participants designed upcycled products using Elmer’s packaging and/or used classroom materials, and emailed photos or drawings
with descriptions of their design to TerraCycle.
In addition to over 150 submissions and 1200 votes, TerraCycle saw a 41% growth in Brigade collections and a 370% growth in
Web trafficGrand Prize Winner, 64.7% of votes
“Light Up Desk Organizer”Aniq Chunara
Corsicana , TX , Age 10
Elmer’s Glue Crew Brigade®Collections
During the promotion and life of contest we saw, a 41% INCREASE
from the previous months’ collections.
TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766.
Online Scavenger “Egg-Hunt” for Easter:
Facebook followers were asked 3 questions (one per week) to find the answers they would have to explore TerraCycle’s website then submit answers via email. Drove
traffic to key areas of main site over 3 week period.
For every 10 “Shares” the prize
pack would increase 10
dollars in value from a base of 15 dollars. Over 90 shares in 3 weeks.
Cost of contest was roughly 125 dollars. We got
over 200 submissions, 90 shares, 160 Likes and 42 comments on the contest.
TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766.
Dropps Largest Laundry Pile Contest Summary:Participants enter the contest by posting a picture of their large laundry pile on our
Facebook App. The fans on the TerraCycle page choose which picture they think should be the winner by voting through our custom Facebook Tab. The winner of the
contest will received a one- year supply of Dropps Laundry Pacs.
Garnered over 1600 views, 800 votes, 50 shares, 35 entries and increased Likes and web traffic by 13% during contest.
TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766.
ENGAGEMENT THROUGH GAMIFICATION
TerraCycle partnered with Guerillapps - start-up developer - to create a Facebook Game, Trash Tycoon, which mirrored TerraCycle’s real-life business model!
TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766.
TRASH TYCOON – GAME PLAY
Players can actually make real TerraCycle products. They can share the items they make on their wall or go to our e-commerce
site to buy the item!
As they clean the city they earn points to buy plastic extruders, paper pulpers, and upcycling
equipment just like TerraCycle uses.
TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766.
• The game gained 100k users and over 11,000 ‘Likes” on its
fan page in first 3 months!
• TerraCycle’s website increased traffic by roughly 27% during launch months!
• Sales on our E-Commerce site TerraCycleShop.com saw increase at launch and now players can buy TC products
through the game!
• During the first 6 weeks our average “Likes” to TC fan page per week doubled to
over 800 per week
IMMEDIATE IMPACT ON OUR NETWORKS
TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766.
TRASH TYCOON – CREATING SHARED VALUE
TerraCycle partner CarbonFund.org receives 10% of all in-game dollars spent. Players get to vote monthly
on 1 of 3 projects to support.
Headlines for in-game newsletter provided by Treehugger - the
game’s media partner. Treehugger provides web ads and updates on
their highly trafficked site in return.
TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766.
KRAFT CHEESE 1st ADVERTISING PARTNER
TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766.12
Contact Information:
EM: Albe@TerraCycle.comMobile: +1.267.221.4800
Twitter: @AlbeZakesLinkedIn: linkd.in/AlbeZakes
collect solve promote
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