web marketing at business of organics
DESCRIPTION
see http://www.ivanenviroman.com/2006/11/25/speaking-at-the-business-of-organics-conference/TRANSCRIPT
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Business of Organics
Internet Marketing & eCommerce Strategies
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BOO!
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We end up putting ourfaith in technologies
rather than relationships – Michael Pollen
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Cut off the head of a spider, it dies
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Cut off the leg of the starfish,it will grow a new one
or even another starfish
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The pioneering research of Paul Baran in the 1960s, who envisioned a communications network that would survive a major
enemy attacked.
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CampaignCampaign MovemenMovementt
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WAL-MARTWAL-MART
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AttentionAttention AbundanceAbundanceParticipatiParticipationon
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Long Tail
QuickTime™ and aSorenson Video 3 decompressorare needed to see this picture.
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Too Much Choice
Desperate Need for Trust
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•IE + Google Toolbar
•Firefox + SEO for Firefox extension + Google Toolbar
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Top Sites for Organic and Green Lifestyle WOM Marketing Sites
gristmill.grist.org
www.treehugger.com
sustainablog.blogspot.com
www.sustainablemarketing.com www.lazyenvironmentalist.com radio.weblogs.com/0109157
makower.typepad.com/joel_makower
enviropundit.blogspot.com
cityhippy.blogspot.com
www.srbmarketing.com/blog.htm
www.greenbusiness.net
www.foodandwaterwatch.org/blog
www.dirtygreek.org www.agroblogger.com
sustainablelog.blogspot.com
somethinginseason.blogspot.com
nylawline.typepad.com/greencounsel
lib.wmrc.uiuc.edu/enb
greenermagazine.blogspot.com
ecostreet.com/blog
cc-calendula.blogspot.com
www.sustainablemiddleclass.com/sust
thevegandiet.blogspot.com seasonalcook.blogspot.com
grubbook.blogspot.com www.naturekin.com/dirt greenfertility.blogspot.com
www.missionmeasurement.com
www.sheagunther.org/blog
www.organic.org/blog www.freshtopia.net
www.eatingfabulous.com
organicresearcher.wordpress.com
homeschoolang.blogspot.com
alottaerrata.blogspot.com
PageRank
8
7
6 5
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How to succeed with
online community
•Remember, Movement, not Message
•Authenticity = Trust
•Everything is personal
•Tolerance of Ambiguity
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Hybrids Rock!
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Green PR
•Natural Newswire
•CSR Newswire
•Green Clips
•prWeb
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E-commerce Strategies
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“Online holiday shoppers spent a total of $30.1 billion during the 2005 holiday season, up 30% from 2004.”- Goldman Sachs, Nielsen//NetRatings and Harris Interactive eSpending Report
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Technology matters
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Research
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Plan
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Manage
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Choose the right vendor
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Choose the right technology
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Technology matters
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User Experience matters more
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“User experience is not about how a product works on the inside (although that sometimes has a lot of influence). User experience is about how it works on the outside, where a person comes into contact with it and has to work with it.” - Jesse James Garrett, Adaptive Path
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What’s a goodUser Experience?
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Keep it simple
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What does your online store say
about your brand?
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Customer Service
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Security
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Establish trust
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Go where your customers are
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“As of August 2006, we are getting 1,700,000 page views per month, making us the most frequented green lifestyle site on the net.” - Treehugger.com
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“User Generated Content”
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Power of the people
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Empower your customers
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Analytics & Tracking
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Adapt & Adopt
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Photo Creditshttp://flickr.com/people/username
Starfish: stephcosta
Spider: scragz
Minnows: jurvetson
Shark: cubina
Party Hangover: w00kie
if it’s not listed here, it means I either took it myself or bought it from iStockPhoto.com
Steal this presentation,credit me and/or the others, and share alike
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Recommended Reading
•The Innovators Dilemma - Clayton Christensen
•The Starfish and the Spider - Ori Brafman and Rod A. Beckstrom
•The Long Tail, Chris Anderson
•Pinko marketing Wiki (online) - Tara Hunt
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Discussion Questions
•How can medium to large organizations integrate a hybrid model into thier internet marketing efforts?
•Movement vs. Industry? Or Movement AND Industry?
•Anything else?