1. H ELEN M. O VERLAND SustainabilityCamp 2008 Marketing Green Online: Actionable Strategies for Marketing the Environment

2. Today: 1. Who Am I? 2. Who Are You? 3. Reach Out & Engage Someone 4. SEO: Get Found in Search Engines 5. PPC: Get Free Ads, Pay for Traffic 6. Putting it All Together MsSEM.comGreenGTA.ca Helen M. Overland | SustainabilityCamp 2008

3. Who Am I? Director, Search Engine Marketing with non~linear creations – www.nonlinear.ca 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.comGreenGTA.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.comGreenGTA.ca Helen M. Overland | SustainabilityCamp 2008

5. Who Are YOU? Get Your Ducks in a Row 1. Clarify your brand: What do you stand for? 2. Who is your audience? 3. How will you engage them? When? 4. W RITE IT D OWN ! MsSEM.comGreenGTA.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 MsSEM.comGreenGTA.ca Helen M. Overland | SustainabilityCamp 2008 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/press/release.asp?press=2396

7. Reach Out & Engage Someone MsSEM.comGreenGTA.ca Helen M. Overland | SustainabilityCamp 2008 Wikipedia Twitter facebook RSS Google Yahoo Reddit Email YouTube GoGreenTube care2 Million Acts of Green getinvolved.ca digg Blogs Flickr LinkedIn GreenNexxus Greenopolis Friendfeed LiveJournal MySpace Press Releases delicious StumbleUpon FurlMyBlogLog Windows Live Furl OneWorldTV Plaxo Yammer Ning Bebo Friendster Multiply PerfSpot Skyrock Nowpublic Rabble Charity Village® Widgets So many communities… so little time!

8. Reach Out & Engage Someone MsSEM.comGreenGTA.ca Helen M. Overland | SustainabilityCamp 2008 RSS Google Yahoo Email GoGreenTube Blogs GreenNexxus Press Releases Narrow It Down

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.comGreenGTA.ca Helen M. Overland | SustainabilityCamp 2008

10. Reach Out & Engage Someone Environment & Social Change Themed Online Networks MsSEM.comGreenGTA.ca Helen M. Overland | SustainabilityCamp 2008 11thhouraction.com 2people.org actics.com beta.razoo.com bigcarrot.com carbondiet.org carbonrally.com care2.com celsias.com change.org changingthepresent.org charityvillage.com dosomething.org dotherightthing.com ecotreadsetters.com gaia.com generategreenideas.com getinvolved.ca gigoit.org gogreentube.com green.cbc.ca green.wikia.com green.yahoo.com greenbuildingforum.co.uk greennexxus.com greenopolis.com greenvoice.com idealist.org justcauseit.com makemesustainable.com mycarbontracker.com openeco.org playgreen.org pledgebank.com sustainabilityforum.com takingitglobal.org tnc.gather.com toronto.zerofootprint.net tree-nation.com wattwatt.com wiki.envirowiki.info wiserearth.org worldcoolers.org zerofootprint.net

11. Reach Out & Engage Someone Tips & Guidelines 1. BE HONEST – Be Yourself 2. Be Helpful & Approachable 3. Be Consistent Also: Read the Cluetrain Manifesto and/or Wikinomics: http://www.cluetrain.com/ http://www.wikinomics.com/book/MsSEM.comGreenGTA.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.comGreenGTA.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, it’s Free advertising People are looking for your information, products, and outreach. Increase awareness of your activities and reach a wider audience MsSEM.comGreenGTA.ca Helen M. Overland | SustainabilityCamp 2008

14. SEO: Get Found in Search Engines Basic SEO You Can Do “At Home” 1. Write content often 2. Write a catchy title 3. Use Keywords in your URL 4. Install and USE an Analytics program MsSEM.comGreenGTA.ca Helen M. Overland | SustainabilityCamp 2008

15. SEO: Get Found in Search Engines Write a catchy title MsSEM.comGreenGTA.ca Helen M. Overland | SustainabilityCamp 2008 Accurate Contains keywords Intriguing enough to cause people to want to read the story

16. SEO: Get Found in Search Engines Write a catchy title MsSEM.comGreenGTA.ca Helen M. Overland | SustainabilityCamp 2008 Clearly shows that it answers the question (the query) Accurate Contains keywords Intriguing enough to cause people to want to read the story

17. SEO: Get Found in Search Engines Use Keywords in your URL Unhelpful URL: http://www.example.com/site/default.asp?id=4356923&lang=En&num=432 Should be: http://www.example.com/toronto-solar-panels/MsSEM.comGreenGTA.ca Helen M. Overland | SustainabilityCamp 2008

18. SEO: Get Found in Search Engines Install and USE an Analytics Program MsSEM.comGreenGTA.ca Helen M. Overland | SustainabilityCamp 2008 Google Analytics is Free! At minimum check monthly: 1. Traffic up or down 2. Popular pages 3. Keywords that are bringing traffic

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.comGreenGTA.ca Helen M. Overland | SustainabilityCamp 2008

20. PPC: Get Free Ads, Pay for Traffic How Does PPC Work? 3 Primary types: MsSEM.comGreenGTA.ca Helen M. Overland | SustainabilityCamp 2008 Search Content Map

21. PPC: Get Free Ads, Pay for Traffic PPC Tips 1. ALWAYS set a spending limit to control your budget 2. Always run and use analytics 3. Use exact or phrase match to better control when your ad appears 4. Write ads where the keywords appear in the title 5. Offer something - don't just advertise 6. Make sure the landing page is relevant for the keywords MsSEM.comGreenGTA.ca Helen M. Overland | SustainabilityCamp 2008

22. SEO: Get Found in Search Engines Write ads where the keywords appear in the title MsSEM.comGreenGTA.ca Helen M. Overland | SustainabilityCamp 2008

23. Putting It All Together Summary / Next Steps 1. Clarify your brand 2. Know who you are trying to reach 3. Develop a plan – use your time efficiently 4. Engage people where you are likely to meet your audience 5. Use the search engines MsSEM.comGreenGTA.ca Helen M. Overland | SustainabilityCamp 2008

24. Thank You! Helen M. Overland helen@mssem.comhelen@mssem.com MsSEM.comMsSEM.com | GreenGTA.caGreenGTA.ca Marketing Feed: twitter.com/semladytwitter.com/semlady Environment Feed: twitter.com/greengtatwitter.com/greengta Download this presentation after Monday, Nov 17 th at: www.mssem.com/marketing-green/MsSEM.comGreenGTA.ca Helen M. Overland | SustainabilityCamp 2008