can think that last years companies began to consider environmental factors in their corporate and marketing strategic decisions mainly because 1) the environmental legislation 2) the competitive advantages. But, we can not forget the SOCIAL INFLUENCERS (the NOGs, the Governamental bodies, the consumers groups, and society). Three years have passed since the famous magazine “Time” nominated “The Protester” as “The Person of the Year” as a result of that new generation of influencers that, combining the oldest of techniques with the newest of technologies, steer the planet on a more democratic and with a global sense of restless promise. When a new generation of influencers is raising and observing your company/ brand, is when a Green Marketing Plan based on a Green EBranding strategy can help your organization. Once a company/brand has passed the challenge of being on social networks, it must consider how to be on them. It is in this point when the Green EBranding strategy should mean:
> how to generate satisfaction: “my audience / (I mean, “Me”) , as a user, feel part of an environmental task
> generating the desired reputation for my company/brand
Think that you will face to an hiper connected people. Then, Green EBranding must be a dialogant and interactive marketing that:
> provide experiences
> participate in conversations that add value
> make the content the King
> offer customized marketing
But although it is easier said than done, where there is a will is a way. Of course, always demonstrating TRANSPARENCY.
Kleenex - a brand of tissues of Kimberly Clark - gave us an example. Two years ago the company launched a campaign on social networks to promote the recycling of messages on Twitter. For each retuit message the user did using the hashtag #tweetreciclable, the company donated one euro for forest conservation (in collaboration with the NOG WWF). The results? More than 3.700 tweets were sent! One example of transparency was showed by Nestle. In November of 2013 this powerful company anounced on Facebook its “green decision”: Nestle committed to Zero Waste Production. It means that all of its 150 European factories will be zero waste in 7 years. Ecoembes is the non-profit organization that manages the recycling of plastic containers, cans, paper and cartons. The management of its Green Branding is particularly sensitive and difficult as it depends on both companies (more than 12.000 in Spain) and Governments. Therefore, they are in the spotlight of NOGs and society. In fact, the concept of their last campaign is “El poder de la colaboración” (The power of collaboration) where its main goal is to reinforce the idea of that the environmental task – recycling in this case – is a matter of everybody without exception. And, as evidence of their effort to be transparent, dialogant and interactive, they invite everybody to participate in www.elpoderdelacolaboracion. On a consumer level, HP´s sustainability efforts continue to be demonstrated through products such as energy-efficient printers and carbon footprint calculators. But what is more important, they are one of the few companies in publishing their own carbon footprint. Is this a proof of a Green EBranding based on transparency or not? You, as online user. You, as social influencer, can decide on their Green Marketing plan much more than you can imagine.