Posts Tagged ‘ sustainability ’

One concept I developed for Yankee Magazine was “Faces of New England.” The idea is simple and easy to execute with a few key skills.  It’s a malleable concept that can be modified by all sorts of companies in their efforts to engage audiences and enhance their social networking. 

One of the most interesting people I sat down with was Bill McKibben.  Bill is an American environmentalist and writer who writes about global warming and alternative energy and pushes for more localized economies.  As I do more work in Clean-Tech, I’m frequently reminded of Bill and the clear, patient way he explains some pretty alarming things going on with our planet today.  He makes you THINK.  Although that might hurt a little, it’s pretty good exercise, regardless of your politics. 

Bill has a new book out: “Eaarth.”  Here’s an excerpt that’s getting a lot of play in light of the massive flooding in Pakistan:

 One of the key facts of the 21st century turns out to be that warm air holds more water vapor than cold: in arid areas this means increased evaporation and hence drought. And once that water is in the atmosphere, it will come down, which in moist areas like Vermont means increased deluge and flood. Total rainfall across our continent is up 7 percent, and that huge change is accelerating. Worse, more and more of it comes in downpours. Not gentle rain but damaging gully washers: across the planet, flood damage is increasing by 5 percent a year.

 Bill is of course referring to global warming, which is part of the growing trend toward sustainability.  Although global warming has become a political hot-button, it’s hard to refute the benefits of sustainability – conserving our precious resources, taking care of our planet and making the world better for succeeding generations.  It’s an issue of growing importance to consumers.

The point is that in this new world of communications, every successful business is working harder to reach and engage their customers.  The growing dominance of social media compels marketers to abandon their old hard sell in favor of a content-driven marketing conversation that can facilitate meaningful brand relationships with customers and prospects.  Increasingly, socially conscious businesses are creating a positive effect on consumers and differentiating themselves from their competitors.

Social networking is a pervasive trend that is even affecting B2B companies with sophisticated audiences. Creating a blog, launching a Twitter feed or Facebook fan page is just the beginning of a strategic social networking campaign.  It’s the content that you deliver that is key to fostering relationships. 

Sustainability may be important to you.  Or, perhaps you have an outstanding team of engineers, unparalleled customer service, or bamboo packaging.  Whatever.  Businesses today require a smart, strategic communications program that brings their brand to life and connects with their customers. 

Develop your brand personality.  It’s the multi-dimensional brands that have the potential to inspire, to make customers take a closer look, and ultimately – hopefully — happy to give you their business.

While you’re thinking, here’s that interview I did with Bill McKibben.