Helen M. Overland

1
Marketing Green Online Actionable Strategies
for Marketing the Environment

• Helen M. Overland
• SustainabilityCamp 2008

2
Marketing Green Online Actionable Strategies
for Marketing the Environment

• Today
• Who Am I?
• Who Are You?
• Reach Out Engage Someone
• SEO Get Found in Search Engines
• PPC Get Free Ads, Pay for Traffic
• Putting it All Together

MsSEM.com
GreenGTA.ca
Helen M. Overland SustainabilityCamp 2008
3
Who Am I?

• Director, Search Engine Marketing with nonlinear
  creations www.nonlinear.ca
• Projects with large well-known brands
• Proven Success Generated sales in excess of
  500k with an 18k budget
• Over a decade of experience
• Speaker at marketing conferences such as Search
  Engine Strategies and Search Marketing Expo
• Co-Founder, GreenGTA.ca

MsSEM.com
GreenGTA.ca
Helen M. Overland SustainabilityCamp 2008
4
Who Are YOU?

• Your Online Marketing Plan?
• Step 1. Build a website
• Step 2. Get people to visit
• Step 3. Get donations/sales/volunteers

MsSEM.com
GreenGTA.ca
Helen M. Overland SustainabilityCamp 2008
5
Who Are YOU?

• Get Your Ducks in a Row
• Clarify your brand What do you stand for?
• Who is your audience?
• How will you engage them? When?
• Write it Down!

MsSEM.com
GreenGTA.ca
Helen M. Overland SustainabilityCamp 2008
6
Reach Out Engage Someone

• Successful marketing campaigns are Holistic
• Use a group of tactics with a higher goal
• Involve stakeholders
• Choose tactics wisely

In June 2008 alone, there were over half a
billion visits to social networking
websites Source comScore, Social Networking
Explodes Worldwide as Sites Increase their Focus
on Cultural Relevance http//www.comscore.com/pres
s/release.asp?press2396
MsSEM.com
GreenGTA.ca
Helen M. Overland SustainabilityCamp 2008
7
Reach Out Engage Someone
So many communities so little time!
Press Releases
GoGreenTube
Nowpublic
Friendfeed
MySpace
Widgets
Greenopolis
Rabble
Reddit
Wikipedia
facebook
RSS
Million Acts of Green
Twitter
PerfSpot
delicious
getinvolved.ca
Yammer
care2
Charity Village
Google
Furl
Yahoo
Flickr
Multiply
LinkedIn
LiveJournal
StumbleUpon
Email
Ning
Skyrock
YouTube
digg
Blogs
Plaxo
Furl
MyBlogLog
Windows Live
OneWorldTV
Bebo
GreenNexxus
Friendster
MsSEM.com
GreenGTA.ca
Helen M. Overland SustainabilityCamp 2008
8
Reach Out Engage Someone
Narrow It Down
Press Releases
GoGreenTube
RSS
Google
Yahoo
Email
Blogs
GreenNexxus
MsSEM.com
GreenGTA.ca
Helen M. Overland SustainabilityCamp 2008
9
Reach Out Engage Someone

• Where to Reach Out? Where your audience is!
• Volunteers Reach students (MySpace, LiveJournal,
  Facebook)
• Donations Reach employed adults who are
  interested in your goals (Google, Yahoo, Twitter,
  Delicious, Flickr)
• Media coverage Reach reporters bloggers (Press
  releases, RSS Feeds, digg)

MsSEM.com
GreenGTA.ca
Helen M. Overland SustainabilityCamp 2008
10
Reach Out Engage Someone

• Environment Social Change Themed Online
  Networks

11thhouraction.com 2people.org actics.com beta.raz
oo.com bigcarrot.com carbondiet.org carbonrally.co
m care2.com celsias.com change.org changingthepres
ent.org charityvillage.com dosomething.org dotheri
ghtthing.com ecotreadsetters.com gaia.com generate
greenideas.com getinvolved.ca gigoit.org gogreentu
be.com green.cbc.ca green.wikia.com green.yahoo.co
m greenbuildingforum.co.uk greennexxus.com greenop
olis.com greenvoice.com idealist.org justcauseit.c
om makemesustainable.com mycarbontracker.com opene
co.org playgreen.org pledgebank.com sustainability
forum.com takingitglobal.org tnc.gather.com toront
o.zerofootprint.net tree-nation.com wattwatt.com w
iki.envirowiki.info wiserearth.org worldcoolers.or
g zerofootprint.net
MsSEM.com
GreenGTA.ca
Helen M. Overland SustainabilityCamp 2008
11
Reach Out Engage Someone

• Tips Guidelines
• BE HONEST Be Yourself
• Be Helpful Approachable
• Be Consistent
• Also Read the Cluetrain Manifesto and/or
  Wikinomics
• http//www.cluetrain.com/
• http//www.wikinomics.com/book/

MsSEM.com
GreenGTA.ca
Helen M. Overland SustainabilityCamp 2008
12
Reach Out Engage Someone

• RSS Feeds
• Reach people who are interested in your news
• Syndicate your headlines into other websites
• Make it easy for people to remember you
• Make it easy for reporters to get your news
• Your RSS Feed
• News releases
• Events
• Successes
• Calls for assistance

MsSEM.com
GreenGTA.ca
Helen M. Overland SustainabilityCamp 2008
13
SEO Get Found in Search Engines

• What is SEO?
• Search Engine Optimization
• The art and science of appearing in search engine
  results when someone looks for something
• Why Use SEO?
• Visitors from search engines are interested in
  your content
• Technically, its Free advertising
• People are looking for your information,
  products, and outreach.
• Increase awareness of your activities and reach a
  wider audience

MsSEM.com
GreenGTA.ca
Helen M. Overland SustainabilityCamp 2008
14
SEO Get Found in Search Engines

• Basic SEO You Can Do At Home
• Write content often
• Write a catchy title
• Use Keywords in your URL
• Install and USE an Analytics program

MsSEM.com
GreenGTA.ca
Helen M. Overland SustainabilityCamp 2008
15
SEO Get Found in Search Engines

• Write a catchy title

• Accurate
• Contains keywords
• Intriguing enough to cause people to want to read
  the story

MsSEM.com
GreenGTA.ca
Helen M. Overland SustainabilityCamp 2008
16
SEO Get Found in Search Engines

• Write a catchy title

• Clearly shows that it answers the question (the
  query)
• Accurate
• Contains keywords
• Intriguing enough to cause people to want to read
  the story

MsSEM.com
GreenGTA.ca
Helen M. Overland SustainabilityCamp 2008
17
SEO Get Found in Search Engines

• Use Keywords in your URL
• Unhelpful URL
• http//www.example.com/site/default.asp?id4356923
  langEnnum432
• Should be
• http//www.example.com/toronto-solar-panels/

MsSEM.com
GreenGTA.ca
Helen M. Overland SustainabilityCamp 2008
18
SEO Get Found in Search Engines

• Install and USE an Analytics Program

• Google Analytics is Free! At minimum check
  monthly
• Traffic up or down
• Popular pages
• Keywords that are bringing traffic

MsSEM.com
GreenGTA.ca
Helen M. Overland SustainabilityCamp 2008
19
PPC Get Free Ads, Pay for Traffic

• What is PPC?
• Pay Per Click
• Ads are free you pay only when someone clicks
  on the ad
• Why Use PPC?
• Visitors from search engines are interested in
  your content and are action oriented
• Efficient use of budget
• Determine your own budget
• Determine location and time of day
• Opportunity to Test

MsSEM.com
GreenGTA.ca
Helen M. Overland SustainabilityCamp 2008
20
PPC Get Free Ads, Pay for Traffic

• How Does PPC Work?
• 3 Primary types

MsSEM.com
GreenGTA.ca
Helen M. Overland SustainabilityCamp 2008
21
PPC Get Free Ads, Pay for Traffic

• PPC Tips
• ALWAYS set a spending limit to control your
  budget
• Always run and use analytics
• Use exact or phrase match to better control when
  your ad appears
• Write ads where the keywords appear in the title
• Offer something - don't just advertise
• Make sure the landing page is relevant for the
  keywords

MsSEM.com
GreenGTA.ca
Helen M. Overland SustainabilityCamp 2008
22
SEO Get Found in Search Engines

• Write ads where the keywords appear in the title

MsSEM.com
GreenGTA.ca
Helen M. Overland SustainabilityCamp 2008
23
Putting It All Together

• Summary / Next Steps
• Clarify your brand
• Know who you are trying to reach
• Develop a plan use your time efficiently
• Engage people where you are likely to meet your
  audience
• Use the search engines

MsSEM.com
GreenGTA.ca
Helen M. Overland SustainabilityCamp 2008
24
Thank You!

• Helen M. Overland helen_at_mssem.com
• MsSEM.com GreenGTA.ca
• Marketing Feed twitter.com/semlady
• Environment Feed twitter.com/greengta
• Download this presentation after Monday, Nov 17th
  at
• www.mssem.com/marketing-green/

MsSEM.com
GreenGTA.ca
Helen M. Overland SustainabilityCamp 2008