Many of the social organisations we work with are going through huge changes, using their “ten year strategy” to answer the question “what would a digitally-enabled organisation look like?” and “how will we thrive in an increasingly digital world?”. These are perfect questions to help shape the future and current offering and the following related questions helped us in working through our recent projects with the Fairtrade Foundation and The British Trust for Ornithology (BTO).
Mapping the user experience and developing wireframe and related colour schemes for the navigation
1.What’s not working well at the moment? Where are audiences dropping off / not going – why is this?
2.What are your analytics telling you? Do you understand the audience needs and do these change by age / other demographics? Why is that? Do you know how people are using your site?
3.Are you ready for Mobilegeddon? Do start the process of ensuring your site works on different devices from interactive white screen to phones. You probably already know that Google’s search ranking will be affected by how mobile friendly your site it. There is an easy mobile friendly test you can do.
The mobile experience for teachers using Fairtrade resources
4.Is your SEO / social strategy good enough? Read Google’s guide to SEO, again Google will look harshly at copy that is too small and links that go nowhere. Defining your strategy beforehand (starting with the web copy), will help you prioritise what your main services are.
5. Do you have a strong concept / design? People like ideas- a strong concept can really lift your site usage.
6.Do you have the right sign-up points? Getting the balance right is essential; too many and people will click off your site. Having the main touch points clearly labelled will increase conversion to sales, and to your newsletter sign up.
Clear and interesting sign up points help the user
7.Why not ask people what they would like to use the site for in the future? Regular users of your site will often have as good ideas as anyone for how the experience could be made even better, we’ve found tapping this interest and using some of their ideas is crucial.
8.Are you using it as a living / agile website? Agile roll-outs are best. Too often the process is to map the user experience to a wireframe and then build the site over 10-16 weeks, which is fine. But it’s better to keep the site alive and agile, adding new features and functionality, so the site has a beginning but no end. There is no web 2.2.
9.Are you linking your CRM to your website? You increase conversion to your site by as much as 50% from users on your social channels, by a few simple campaigns.
10.Are you making lots of new friends? We’ve found links to your site from other respected organisations work wonders for new site visitors and increased search ranking.
If you need help with your web delivery, these are the first questions we would ask, it’s an easy checklist, which starts with your audience and builds things in an agile but logical way.
Giles Robertson, Founder and Managing Director of Green Banana Marketing Ltd, Marketing Soc. and RSA Fellow, Charity Group chairman, Trustee of Marine Conservation Society, member of 2Degrees board of advisers and the Sustainability Growth Group. Follow him on twitter @gogreenbanana or email at Giles@greenbananamarketing.com
What’s not to like about the London Marathon? It’s welcoming – whether you are one of the 750,000 spectators, watching it on TV or more importantly one of the 38,000 people taking part. It’s pure joy, celebration and carnival– preceded by pain and I guess sometimes despair. What makes the London Marathon brand so special is the following:
We were also all swept up by 2012 London Olympics and the amazing Gamemakers who really made their mark. Now contrast that with the lead up to the general election – the biggest event we were not really invited to be part of – in the weeks leading up to 7th May. We’ve not been involved in a conversation with the general election. The environment, sport and health have been little discussed. The Green party lost out, by playing down discussions about green issues, to demonstrate a broader understanding of other policy areas.
There has been very little discussion about sport, health and well being; tackling obesity and getting people back into sports. I applaud the This Girl Can campaign and what Dove has tried to do by normalising every day body shapes. But all this seems to have been given the two fingers by the most pointless and shallow ad of our time; an ad for a weight loss drink and beach perfect bodies.
Thank goodness for two bloggers Tara Costello and Fiona Longmuir, pictured, who posed next to the ad, rightly saying they are beach ready.
I want an election a bit like the London Marathon, where;
A balmy evening at Lord’s cricket ground was the perfect backdrop for a ceremony and dinner to celebrate the sustainability successes of organisations, large and small. Kim Bailey, Associate Sustainability Practitioner and Giles Robertson Founder and Managing Director of Green Banana Marketing attended the event last week on the 10th of July.
Seeing so many people representing their companies with pride was a joy to witness. The winnerscame from an array of small-impassioned companies showcasing technological advances in energy and water management and even space technology in the case of Arla Foods. The glitz and glamour of the big companies came in the form of prizewinners, O2, RBS and Sky.
Fabulous food and drink, interesting conversations and a witty comedian made for a super evening.
And now the but ….I joined a networking group, so more facilitated networking and partnering opportunities with this interesting group of guests would be appreciated.
How about a safari style supper – swapping places between courses?
Our lovely client Buglife was keen to share how the invertebrate charity preserves the wildlife that turn the cogs of the planet, but with no name badges and penguin suits, we couldn’t find the people we wanted to speak to.
Martin Chilcott, Chair of 2degrees spoke of the importance of fun and values.
So a super evening and if we get the chance to meet a few more guests, exchange and share vision and values and have more fun next year – a truly great evening will be had by all.
The Shard is a very very high building. You forget this when the lift whisks you up to the 28th floor in a few seconds, not even a third of the way up Europe’s tallest building. Irvine Sellar (the entrepreneur behind the Shard), Ronan Dunne (CEO of O2) and Benny Higgins (CEO of Tesco Bank) gave a very frank overview of their thoughts on leadership – interviewed by the excellent Suki Thompson on the launch of Oystercatcher’s new report, ‘Tough at the top’. Perhaps the location on the 28th floor was a physical reminder of how tough it really is getting to the top (there are 92-floors in this monolith).
What did we learn about leadership – in order of importance it is about:
1. Building trust. Higgins, behind Tesco Bank, said that having ‘the courage to lean into the truth to create enduring trust’ as well as anchoring the company’s work in the truth, was essential. The Tesco mothership has been redoubling it’s leaning efforts over the last fortnight.
2. Having the courage – which few do – to pick the very best team (better than you) as well as having the courage to say when things are not going so well
3. Being a great storyteller in a way that inspires those around you to follow
4. Having the ability to make the right decisions and to learn quickly from making the wrong ones.
5. The ability to get things done. Irvine thinks entrepreneurs don’t necessarily fit the bill to be good CEOs – they are much better at start-ups and handing over to guys like Ronan and Benny to finish.
6. Conducting the team, and making everyone else’s success shine
In this brief
interview, the conclusion was that marketing folk – with all their passion – could lead at the top of an organisation, but sometimes found it difficult to let go of their specialism.
When it got to what would be on each of their epitaphs – I crossed my fingers and hoped that the Arup’s ‘wobbly bridge’ bloke wasn’t the PM on The Shard! Ronan said he wanted to leave a positive legacy. I loved O2’s ambition of getting the UK’s one million youth back into work (is that really in O2’s business plan?). I wanted to ask Irvine how it felt to build the tallest building in Europe and yet forget to put bike racks in anywhere nearby – it took me 15 minutes to park my bike – but at least from the 28th I could see where I park it on the Southbank.
A few interesting quips and anecdotes from our CEOs but if you want to see truly inspirational leadership, look at interviews with Patagonia founder, Yvon Chouinard or Tim Smit (founder of the Eden Project) – they are real game changers.
A chance to work with environmentally focused start up, Green Banana Marketing, full-time or part-time, as an Account Executive, generous trainee salary (with an opportunity to earn good commission). You will be based in Waterloo, London.
If you’re interested in marketing and feel you have the ability to play an integral role in a growing company, then this role with Green Banana Marketing could be for you. Your work will be helping make the world smarter, greener and fairer.
You will be generating new business (for our core areas of expertise including marketing, stakeholder insights, partnership strategy and ethical / sustainable guides). We predominantly deal with ‘green’ companies’ or departments that promote sustainability, working with the education and charity sectors, stretching into the corporate arena.
We require an individual who can come up with ideas, has initiative, confidence, a friendly rapport-building persuasive telephone manner, with good drive.
need to be able spot and create opportunities, think laterally, have some knowledge of marketing and an interest in green and sustainable business.
If you are motivated and have the above qualities then we would definitely like to hear from you at our small but growing company. Green Banana Marketing is in its fourth year and has a team of five very friendly people.
If you are interested in this opportunity with Green Banana Marketing then please look at our website and email your CV, outlining what you can offer to email@example.com