Post meeting with leading sustainability, brand strategy, product design and communications executives from top GLOBAL BRANDS as well as NGOs, stimulating start-ups, and leading solutions providers at SB’10, I am fervent about making a “green” impact globally. I discovered my passion and providence, and plan to leave a legacy.

“Green” movements have waxed & waned in the1960’s, 70’s, 80’s and 90’s. Mostly due to changing regulations, incentives, buying behavior and consumer psyche (Gasoline below $2.50/gallon, a HUMMER appears like an entertaining “big toy”, but at $4.00+/gallon a PRIUS looks like a better idea). Protecting “American interests” the past decade has further awakened the general public to the notion that the “total cost” to maintain 25% plus consumption of the world’s oil simply is “unsustainable”.

With that said, I believe the new millennium marked a transformation. The “sustainability” momentum is accelerating. Consequently, a tangible shift in WORLDVIEWS is materializing.
It’s chasm crossing time. When early adopters (“Prius effect”), governments (Federal/State), financial markets (Wallstreet/Banks/VC’s) and corporate America (Best Buy, Ford, GE, HP, Wal-Mart, etc.) concurrently spend, craft incentives, legislate % renewable energy by 2015/2020 deadlines, invest, set goals and use environmental strategy to innovate, create value, and build competitive advantage… sustainability “blue” and eco “green” goes mainstream.

Hence majority “macro shift” buying behavior through an environmental lens establishes a “megatrend” which no organization, politician or business can afford to ignore.

Will there be a “Green” bubble like the “Tech” bubble or “Real Estate” bubble? Yes I believe so.
I believe it will be similar to every “gold rush” where many dollars/resources/people chase dreams, mergers and acquisitions, consolidation and some bankruptcy will ensue… nevertheless the next Microsoft, Apple, Google type winners in the “Green” space vs. “Tech” space will emerge by the end of the decade.

It’s going to be an exciting ride, but with a better ending!

Greg Andeck, project manager at Environmental Defense Fund (EDF) calls it “green washing”… when communications are ahead of what actually is being done.

REALISTIC
Check your sanity. If you subsist in delusion, it will eventually come to an unwelcome end. If external conditions like the economy change, adapt to the new reality. You will only thrive long term in the factual world. Don’t let your opinions prejudice decisions. Pragmatically consider facts, don’t base conclusions on idealism or inclinations. Reality as a rule wins; it constantly catches up and demoralizes false notions.

REASSESS
Measure/quantify Return on Marketing Programs (ROMP). Evaluate resources — funds, people and time for each promotion.  In todays fast-paced, message cluttered world, sophisticated marketers must focus on applying integrated marketing communication that’s effective across media platforms, relevant, targeted, and consistent over time to move prospects from “awareness” to “action”.  Continually verify your customers’ worldviews, that’s where your value resides. Ultimately, it does not matter what you think, it’s what your customer’s believe and experience that drives their behavior.  Invest more on the uppermost return on campaigns, promotions and lead generation activities. However, don’t ignore marketing channels entirely or else you are liable to miss opportunity to further cultivate relationships in addition to potential long tail growth opportunities.

RETRENCH
Economize. Tighten your belt wisely. Trim and reduce marketing initiatives prudently. Cut back on what’s not working. Don’t guess what’s working and what’s not — measure, adjust and adapt. Retrench does not mean reposition; it means logically re-evaluate and execute more precisely.

Learn more…

Strategic Social Media Framework:
• Identify audiences plus individuals with high Social Networking Potential (SNP)
• Create authentic, compelling, repeatable stories
• Reach as many potential prospects as possible
• Guide prospects directly into your buying process

Learn more about strategic marketing frameworks such as BAMM!™ a disciplined, and carefully orchestrated approach to BUZZ GAP™ Marketing.

Social Networking as a Business Strategy
This Panel explores issues such as:  How can companies best utilize social networking media?  What are the risks and rewards?  Can social networking be a money-maker for companies?  Does advertising work in the social networking world?  How does Twitter fit into the mix?  What are some specific social media success stories for driving business?

Speakers: 

• Jason Oberfest, Senior Vice President, Business Development of MySpace
• Paul Ollinger, West Coast Vice President of Sales of Facebook
• Sam Cimino, Sales Manager SW, YouTube
• Majid Abai, CEO of Pringo
• David Schwartz, Vice President, Corporate Development of Yammer
• Richard  Neff, Head of IP & Tech Group of Greenberg Glusker

Moderator: 

Dr. Tony Karrer, CEO/CTO of TechEmpower

Tags: 

Annotations, API, Avaya, B2B, buzz, CNN, collaboration, communications decency act, Capita, content aware, Dave Mathews Band, defamation, Deloitte, demographic, Digital Melinium Copyright Act, Facebook (Paul Ollinger), fad zone, FAQ knowledge base, Forrester Research, Good Morning America, Greenberg Glusker (Richard Neff) health vertical, hype, interactive ads, Internet Generation, Intuit, Jobvite, Lakers Fans, Lexus, LinkedIn, micro targeting, monitize, MySpace (Jason Oberfest), NFL, Orange County, Pappa John’s Pizza, Pinnacle Partners (Paul De Paul), Pringo (Majid Abai), relevant ads, self expression, sharing content, social graph, social marketing, Social Media, social networking, targeted advertising, Turbo Tax Rap, Twitter, user generated content, Vanilla Ice, Vertical Social Networking, viral, vloggers, Yammer (David Schwartz), YouTube (Sam Cimino)