Archive for May, 2007

I know, I know…everyone throws quotes up on their site that are supposed to be heartening or empowering and when you are traversing the blogosphere, in particular, looking for information the last thing you probably want to see is a quote that has absolutely nothing to do with the blog topic and theme.

However, in honor of the long Memorial Day weekend and because it's Friday and because, well, I just want to share the love. Here's something to remember…

“Our deepest fear is not that we are inadequate. Our deepest fear is that we are powerful beyond measure. It is our light, not our darkness, that most frightens us. We ask ourselves: “Who am I to be brilliant, gorgeous, talented, fabulous?” Actually, who are you not to be? You are a child of God. Your playing small doesn’t serve the world. There is nothing enlightened about shrinking so that other people won’t feel insecure around you. We are all meant to shine the way children do. We were born to make manifest the glory of God that is within us. It’s not just in some of us; it’s in everyone. And as we let our own light shine, we unconsciously give other people permission to do the same. As we’re liberated from our own fear, our Presence automatically liberates others.”

- Nelson Mandela

You know I'm not crazy about publishing other people's words on this blog instead of my own. I'm always happy to give kudos and cite sources in my research but I primarily strive to come up with my own conclusions and you can bet I have my own strong opinions on just about everything.

However, I'm getting ready to eat those words - a bit of foreshadowing for you…

I get asked a lot about why I blog, what the purpose is and how I handle the overlap between personal and professional topics. A blog, by it's very nature can be a beastly thing - especially when inspiration decides to take a hiatus. It IS personal because I'm the voice and, as much as I'd sometimes like to think otherwise, I'm not an institution.

But my job is marketing - interactive online marketing, I like to call it. I happen to love it. And I'm always into sharing the love. See yesterday's post for some inspiration and just why my job is so cool.

The fact remains that blogging is a time-consuming, gotta love it and have something to say, really putting yourself out there activity. It's also one of the best marketing projects I've ever engaged in for myself, personally, and for what I'm continually learning from it. Max Kalehoff,  over at Nielson Buzzmetrics just wrote a post about this very topic. It struck a chord with me because it's pretty much what I would say (and have) about why I blog. Here's a bit of what he said…

"First, I learned to become one with a Web site like never before. When you single-handedly build and publish a simple and elegant online diary — a blatant expression of yourself — the resulting Web site almost becomes an extension of you. You begin to pay attention to every detail, from the graphical design, to interactive flow, to custom functionality. Inside or out, regardless of what others think, the creation is you.

Second, the blog forced me to better understand my community — those individuals formerly known as the audience. I developed an innate sense of engagement based on the culmination of visitor traffic, profiles, usage intensity, frequency of comments, quality and variety of discussion, number of subscribers, endorsements and linking — among other characteristics. I quickly bridged the gap between the individuals I thought should be in my community, and those who actually were. If you were never a Web metrics junkie, you’ll become one. I already was one, but I became a bigger one.

With that understanding of my community, I learned about the powers of attraction, affinity and affirmation — or, what sticks. I became more focused on my own content and voice. I quickly learned that talking like a human — not a machine or a corporate voice of god — tends to resonate with existing and future community members. I also learned to package and express my thoughts more concisely and naturally than ever before — whether it be through text, visuals, audio or video. I also found that giving to others results in them giving back — whether in the form of feedback, endorsements, suggestions or exposure. And I learned some tough lessons about the consequences of full public exposure."

You know, Max got it spot on. There's more to his post and you are welcome to cruise on over and read it. I fully agree with it and my own experiences have been very similar.

My advice is to get out there, get blogging and see what it's all about if you don't already. As Max said, "It's this submersion in blogging - marketing essence, really - that has made me a better marketer." Yep, me too, Max.

Did I mention? I love my job. Yes, it’s true. That J-O-B thingy is pretty fabulous.

Here’s why, I get to be green… Ah, my soul is singing – belting out a save the planet song right at this very minute (off-key, of course). But the fact remains that every once in awhile I latch onto an idea and it’s a winner. I tune into my predictive aptitude for what’s coming next in the market and in life in general and hit the ball right out of the park.

Yeah, yeah, I know, blowing my own horn. Look, though. Here’s what I predicted would be hot for our illustrious year 2007…see #2. And you all know, my loyal, brilliant, exceptional and fabulously sexy readers that there’s a whole other me that is completely green.

Image from the super villain test over here (feel free to take it and post your own results below) My results said something along the lines of…"You would go to almost any length for the protection of the environment including manipulation and elimination."

So, it’s marketing at it’s best – fun, exciting, hip with a very big eco-coolness factor thrown in. I get to take a marginal not so original web site and squeeze some eco juice out of it to water the seeds being planted in the market right now. What could be better?

My personal romance with being green started a while ago…like years, when I first became a veggie girl which lasted until I became a mom and realized that you HAVE to have two things to function as a parent – protein and Starbucks green tea lattes (the green tea lattes came later but you get the idea).

So, in any event, I can list out the reasons why companies who are going green have a superior advantage to those that are lagging behind but I’ll spare you the redundant details because unless you are living under a rock, you’ve heard it already.

You can look forward to lots of info on green marketing as we begin our online journey into the great green abyss of eco-friendly ecommerce. I’m happy to share the trials and the tribulations so check back and feel free to throw your own 50 cents into the pot.

Been hanging out over at Yahoo! lately.

Turns out Global Green USA is partnering with Yahoo! to help raise awareness and inspire action that will help the planet. It's called the "Be a Better Planet" campaign.

Yep. Yahoo! is on the green bandwagon and looking to pick up speed as the race to be ahead of the 'green' pack is ramping up into full swing.

Yahoo! Autos already has a 'green center' (launched back in 2006) where shoppers can gather information on technology like hybrid-electric, ethanol, biodiesel and natural gas as a means to power vehicles. With videos, discussion groups, tools, calculators and news articles the Yahoo! Green Center is a veritable fount of 'green' information.

The "Be a Better Planet" Campaign is and add on to the Green Center and will be viral for sure. On June 8, Yahoo! will select a winning city and award the city a fleet of hybrid taxis or the equivalent in a cash donation.

To move the campaign along and get people talking, users are encouraged to participate in the movement through various Yahoo! channels like Yahoo! Answers, for example, where participants can earn points for their city by answering environmental questions and contributing to the growing base of knowledge. You can check it out here.

Featured guests like eco-experts Simran Sethi and author Dan Esty will answer user questions as well. And, with Yahoo! oneSearch, a new mobile service, users can enter keywords like "organic clothing," or "recycling center" to find local green resources.

At the Yahoo! Green portal participants can not only get access to new features and tools but they can actually create a personalized plan to help save the environment. By signing on to take the "Green Pledge," consumers can commit to lowering their carbon diet with small actions like changing light bulbs or bringing reusable shopping bags to the grocery store–and they can track the collective impact of everyone who participates.

Green is in. It's official. Go to Yahoo! check it out and participate. 

I talk about this all the time - the green market going mainstream. I call it eco chic. Have you checked in with Oprah lately, or seen any one of the many YouTube videos (here’s a friend of mine over at Alive and Well TV) or how about the Home Depot circular advertising their energy saving appliances and the company’s green initiative – Eco Options?

If not, you must be living in a cave. Ah, that could be considered eco-friendly, I suppose. In fact, that would be truly living off the grid. Which brings me to my point.

What is eco-friendly? Is it hard-core living off the grid with composting toilets in a straw-bale house in the middle of nowhere (which is basically anywhere you can’t easily reach a Starbucks)? Or is it luxury living (have you seen the price of furniture that is FSC certified) with a new twist?

Does anyone really know?

I think not. There are a lot of terms floating around. A lot of retailers are looking to cash in on the ‘green movement.’ But is it legit? I mean, are these companies truly looking to be ‘green’ in not only the products they carry but their company mission statement and policies?

Face it, friends. The rush is on to capitalize on the market. Here’s one for you.  Mercedes-Benz has a green car. Yes. It’s true. The E320 Bluetec was named the 2007 World Green Car just last month.

Now, let’s stop and think about this. Mercedes-Benz reeks of luxury. Mercedes-Benz does not reek of self composting toilets. Smells more like luxury market with a twist to me.

There is growing interest in solar, hydro-electric, bio diesel and low impact living but again, how far is too far? What are we willing to give up as consumers and who, exactly, can afford these options? They aren’t cheap. They are supposed to be more cost effective over time but initial outlay is priced above comparable typical heating, cooling and gas efficiency solutions.

What about the health element? Living a green lifestyle IS healthier. There’s no price tag that you can place on optimum health - which brings me to yet another point.

Ever heard the term LOHAS? No, it’s not a Hawaiian word.

LOHAS (Lifestyles of Health and Sustainability) represent a $228.9 billion marketplace for goods and services that focus on the environment, social justice, personal development and sustainable living. This is a rapidly growing group of consumers. A real force to be reckoned with as we say down South. They are leading the "green" bandwagon. Any marketing efforts should take this group into account. And, they are looking for and loyal to companies that are committed to being ‘eco’ to the core.

Then, there are the “Naturalites” and while this group isn’t driven to purchase eco-friendly products, necessarily, they are very health focused looking for natural and organic consumer goods, especially food. “Naturalites” represent about 25% of all US adults.

The biggest point to make here is that the conversation has been started. Green is in. Eco is now chic. The market segments are beginning to be explored. Now, that the seeds of change have been planted, how are you going to participate? What’s your company stance? Will your garden grow "green" from the ground up?