
The article from Time Magazine, demonstrates how innovative environmental policies are pushing back the deserts.

Diving into LEGO's Strategy Behind Connecting Their Amazing Network of Fans -- presented by Jake McKee from GasPedal on Vimeo.
This is a great video from Jake McKee (formally LEGO’s Global Community Relations Specialist) discussing how LEGO found, supported and incubated their biggest fans from around the world to help pull the company out of a pretty dark time to be back on top of the world, lead in part, by a strong social media strategy.
A word of warning, this is a 30 minute video, from a conference late last year (so skip the first 30 secs) and is not exactly their strategy, but more a case study of success, however, it’s well worth the time, and probably something you won’t have time to watch at your desk today so just make sure you remember to watch it later!
Jake McKee makes three really strong, but incredibly simple (how often do we see simplicity works socially?!) points.
1. Look beyond your target customers
2. Support existing fans
3. Find what works and replicate
1. Look beyond your target customers
Your target market isn’t always your biggest group of talkers. For years, LEGO was focused on kids — that is, until they realized adults had created their own community of enthusiasts. When LEGO started connecting these talkers, not only did they increase their word of mouth, they immediately helped their bottom line. Whereas kids were spending $20 a year on LEGOs, these adults were spending around $1,000.
2. Support existing fans
Without LEGO’s knowledge, adult fans had already created an online LEGO community and marketplace. LEGO approached this group by offering support and resources in the form of an ambassador program. By offering to support what these fans were already doing so well -instead of demanding ownership and control -LEGO was welcomed into the community.
3. Find what works and replicate
The enthusiasm of the adult fans helped teach LEGO how to gain more participation from their other fans- including kids. Jake says that when you find something that works with one fan group, try applying it to other groups of talkers. Because the fundamentals of great communities are the same, strategies behind one fan community can often generate similar success for another community. (viaIgor on Viral Blog)
Coca-Cola: Sharing What Matters, Adam Brown; presented by GasPedal and the Social Media Business Council from GasPedal on Vimeo.
Notes while listening to the video...
First, listen and Review what is being said. Not just in a crisis, what are people talking about already? Then create content like that (gives ideas of what to say).
Secondly, Respond to the community.
Thirdly, Record - video is the future - dah.... take with a specific purpose - be educationally entertaining. What is the most interesting content.
Redirect - Cross pollinate and link everything together. Goal is to make sure everyone can find everything. Link to other websites who talk about similar information.



"Green marketing is a key point of brand differentiation and honest communication of environmental outcomes has the potential to inspire real loyalty in your audience. However care must be taken with any green claims made by the festival. False or overstated claims have the potential to seriously damage the integrity of your event and at worst could result by fines and penalties imposed by the Australian Competition and Consumer Commission. Even worse false claims damage consumer confidence in environmental business and hamper environmental action in general.
Here is an excerpt from the Total Environment Centre’s Green Cred Checklist a great quick guide to environmental claims.
1. TRUTH - If I make this green statement, can it be proven to be true 100 percent of the time?
2. MATERIALITY - Even if it is true, does the green statement really matter i.e. is the problem being avoided or remedied substantial and significant, or trivial and insignificant?
3. FULL DISCLOSURE - Are there any other environmental or sustainability issues being overlooked, especially negative ones?
4. SUBSTANTIATION – Whatever is being claimed, and whoever is making the claims, are they backed up by firm evidence? "

The rapid change in technological advancement has facilitated new digital platforms. Indeed it has fundamentally changed the way that brands engage with consumers, companies and society. It’s a cultural shift in behaviour, in particular with smartphones, social networking sites and digital technologies (iPad). The debate surrounding these platforms (Facebook) if they will they stay or go (MySpace)…. only time will tell. The shift of consumers participating, engaging, creating communities and sharing (UGC) with brands is here to stay.
Social Media is the interaction and connection between consumers. Digital platforms such as Facebook and Twitter facilitate these connections. The future of Social Media is within ‘trusted economies and networks’ whereby brands partner with influencers and create ambassadors to distribute content. This will be largely affected by Facebook’s development and initiation of the social graph. Indeed friends and influencers’ recommendations will be more important. All media will become social and interactive, and traditional channels like TV will integrate digitally and utilize the social graph. Information will become more personal, highly targeted and highly recommended through WOM. The will be less ‘push’ communications and consumers will ‘pull’ content that provides value and entertainment. The way consumers have conversations have changed, from one-to-one to one-to-many on multiple platforms (Hootesuit) in real time. This will provide more transparent, measurable and granular information.