Photo credit: The New Yorker Magazine Under Creative Commons License © 2009, the mcmilker group

Using Twitter To Engage Green Consumers

© 2009, the mcmilker group

How Do You Want To Use Twitter?

• Enhance Your Brand’s Reputation

• Provide Customer Service

• Monitor Conversations About Your Brand

• Engage with Opinion Leaders

• Virtual Focus Groups

• Locate Brand Ambassadors

© 2009, the mcmilker group

How You Want To Use Twitter will Determine Your Follower Strategy

©Harvard Business Publishing, New Twitter Research: Men Follow Men and Nobody Tweets © 2009, the mcmilker group

Who Tweets? The Same People Who Use

Other Social Media

• 30% of Twitter Users Have a Blog• Twice as many Twitter Users Go online via

mobile, handheld or Wi-Fi• Five Times as many users of other social

networking sites use Twitter as those who do not

© 2009, the mcmilker group

So Who ARE Green Consumers?

• Deep Greens – Activists, environmentalists, stewards of the earth

• Aspirationals– Hipsters, fashion forward, trend setters

• Health Conscious– Moms, Early Baby Boomers, Seniors, Special needs/Chronic illnesses

• Thrifty – Coupon users, price shoppers, value conscious

• Slow Living– Back to nature, slow living advocates

© NMI Winning at Green © 2009, the mcmilker group

Who’s Green On Twitter?

Top Opinion Leaders in the green space on Twitter are not necessarily opinion leaders for those making buying decisions!– Activists– Business Bloggers – Environmentalists

© 2009, the mcmilker group

Green Purchase Influencers on Twitter

• Health Bloggers

• Mommy Bloggers

• Fashion Bloggers

• Price Shoppers

• Foodies

• Reviewers

• Celebrities

© 2009, the mcmilker group

Power Green Influencers

@OrganicMania@Greenmom@TreeHugger@ecofashionista@ecoglamourista@ecovegangirl@focusorganic@Greenlagirl@greenrobeen@lazye@smoothieweb @ExerciseDoctor @momcentral@cafemom@simplyrecipes

© 2009, the mcmilker group

How To Find Your Target Green Consumer On Twitter

• Hashtags - #green, #eco #environment• Ecomonday• Keyword Search• Twitter Apps (local, advanced search, etc.)

© 2009, the mcmilker group

Engaging With Green Consumers

• Walk The Walk– Authentic– Transparent

• Develop a Response Strategy– Complaints– Compliments

• Partner with Critics• Use The Power of Twitter

– Photos, blog posts, customer service

• Staff appropriately

© 2009, the mcmilker group

Tweeting Green

It’s Not What You Say It’s How You Say it

& To Whom

Tweet!

Follow me @mcmilker