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Business of Organics
Internet Marketing & eCommerce Strategies
BOO!
We end up putting ourfaith in technologies
rather than relationships – Michael Pollen
Cut off the head of a spider, it dies
Cut off the leg of the starfish,it will grow a new one
or even another starfish
The pioneering research of Paul Baran in the 1960s, who envisioned a communications network that would survive a major
enemy attacked.
CampaignCampaign MovemenMovementt
WAL-MARTWAL-MART
AttentionAttention AbundanceAbundanceParticipatiParticipationon
Long Tail
QuickTime™ and aSorenson Video 3 decompressorare needed to see this picture.
Too Much Choice
Desperate Need for Trust
•IE + Google Toolbar
•Firefox + SEO for Firefox extension + Google Toolbar
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
How to succeed with
online community
•Remember, Movement, not Message
•Authenticity = Trust
•Everything is personal
•Tolerance of Ambiguity
Hybrids Rock!
Green PR
•Natural Newswire
•CSR Newswire
•Green Clips
•prWeb
E-commerce Strategies
“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
Technology matters
Research
Plan
Manage
Choose the right vendor
Choose the right technology
Technology matters
User Experience matters more
“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
What’s a goodUser Experience?
Keep it simple
What does your online store say
about your brand?
Customer Service
Security
Establish trust
Go where your customers are
“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
“User Generated Content”
Power of the people
Empower your customers
Analytics & Tracking
Adapt & Adopt
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
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
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?
