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;
This is about you and me
It’s rare for Green Banana Marketing employees to speak about themselves but we all have some things that we are proud of. Today it is my turn. Julie Heyraud, Account exec. for almost 2 years and French! At Green Banana Marketing I have learnt many things about charities and become aware of all the world’s atrocities through our clients’ work. I’m proud to be part of these projects, to create a ‘better world’.
As you would expect at GBM, we believe everyone should be able to express their own opinions as long as they do not harm others. We are free to talk about politics, religion, cooking! We like to question, to communicate and discuss green and fair issues.
Last month on the 7th of January, a terrible event touched my country, France, and attacked one of the most important values of our democracy. Twelve people working for Charlie Hebdo, a French satirical magazine, were killed in Paris at their offices. Twelve people like you and I with different religions, beliefs, lives, problems… You may not have heard of the magazine Charlie before, but for context, this publication has always been criticised for its controversial caricatures, which sometimes seems offensive to some. The magazine’s motivation was to be free to publish what they wanted. And this is what they did, which often resulted in death
Worried about the threat to freedom of speech we have defended for so long, two of my friends and I went straight into the organisation of an unexpected major peaceful demonstration, London’s ‘Je suis Charlie’. On the 7th January more than 1,000 people gathered within three hours in Trafalgar Square, on the 8th we organised a concert which was meant to unite eight musicians but ended up with 150 of the finest classical UK musicians, again, at the same place. On Sunday 11th more than 4,000 people came to Trafalgar Square and on our social page, we gained many photos and comments and Messieurs Nick Clegg and Boris Johnson visited Trafalgar Square as well as Madame Bernman, the French ambassador in the UK.
What does Charlie Hebdo represent?
I would not go so far. French society has always been recognised, hated and loved for its freedom of speech. This part of any democracy’s foundation has been threatened last month. Charlie Hebdo and its team always worked hard to protect it. Terrorists, who act like this, thankfully are very rare.
The only thing we know is that Charlie decided to publish their ideas, continuing the tradition of joking at everything. Despite that freedom, only 60,000 newspapers were published each week and there were rumours saying that the company was facing financial difficulties.
A very small readership to be any real threat to whoever organised this attack. Clearly, this attack was planned to deliver some kind of message.
Did it work? It only works if you allow it to work.
What happened then?
Marketing for charities is always fascinating but as we have seen in the past with the Ice bucket challenge, The Teenage Cancer Trust and Stephen Sutton, supporters campaigning on behalf of causes is always more effective; ‘people power’. Driven by passion, personal experience, they are able to move mountains (and be very convincing).
I recognised their feelings when I was in this situation. Those who believe in something want to defend it.
Driven by this passion and the preservation of freedom of speech, I rushed into organising these events.
Organising an event, is to deal with all the unexpected elements. But luckily these ones were very peaceful, uniting people with the same values.
What will happen in the future?
Professionally, I can confirm the theory, demonstrating the power of supporters and the power of a nation defending their beliefs and values. All actions were in response to 7th of January, they were not only condemning the death of twelve or more people but were defending something much more important, – human rights. Defending, protecting and spreading these values of democracy, people also wish to save others like in Nigeria for example.
Some positives learning have come to me in terms of communication. It was a really good unplanned experience. The power of supporters, the use of social channels like Facebook, the power of online word-of-mouth and the credibility of some personalities, reinforcing your communication (like an embassy).
This experience has shown me that people still value some things; they are still touched and are ready to stand up for what they believe. Here’s a little secret for you, the reader: I am even more convinced about and proud to work with and for charities and charitable causes.
As the Article 19 of the Human Rights declaration states that “Everyone has the right to freedom of opinion and expression; this right includes freedom to hold opinions without interference and to seek, receive and impart information and ideas through any media and regardless of frontiers.”
As you are. And that is the biggest point.
Julie Heyraud ‘Je suis Charlie’
He sees the world through the prism of doing good – which is refreshing. Particularly in our times where cut backs are made, corners are cut and the squeeze usually hits the people at the bottom of the tree, most likely workers in the developing world.
He asked us all to do things that make a difference to others within our work. He appealed for people to see their roles as bigger than the day job – to have a vision that connects with part of the world. Like Unilever and Sainsbury’s doing their bit, he showed ASOS’s and newer brands of today how they could show more responsibility.
What advice can we take from Richard Curtis:
– You have to have the confidence in what you are doing
– As a creative, achieving one good thing in day is a triumph (but you have to have the ability to self edit)
– The thing that amuses you will probably work
– Pick the right people – the wrong people can lead to angst
– Empower others do to creative things
– There is a rare exceptions to David Ogilvy’s “where people aren’t having any fun, they seldom produce good work” with Black Adder, which was apparently ghastly to work on and Mr Bean, which was awful to work on too.
– Mine data audience insights but leave room for big instinct, which you can not ignore
– And if something is meaningful, it probably means it matters.
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.
With environmental leadership floundering at the very top of our “greenest government ever”, we thought it would be a good exercise to look at who has brought about some real green leadership through their work and vision. Our Top 10 Environmental Leaders are as follows:
1. Tim Smit – founder of the Eden Project, which has become synonymous with raising awareness of green issues and inspiring young people
About 13 million visitors have come to the Eden Project, which cost £141m to build and is estimated to have generated £1.1bn for the West Country in extra tourist spending. Built to be as energy self sufficient as possible, the attraction provides environmental projects as well as allowing visitors to explore ideas and innovations that can be implemented to ensure we ‘tread lighter on the planet’.
Talking about the launch of The Eden Project “I thought that environmentalists were usually so boring, I wanted to do something that was so theatrical that people would have to suspend cynicism.”
2. Harriet Lamb – Fairtrade opened up the lives of producers on the other side of the world
Her team have helped build commercial partnerships that have resulted in sales growing from £30 million in 2001 to £1.32bn in 2011. This means that More than 7 million people in Africa, Asia and Latin America benefit from Fairtrade – farmers, farm workers, and their families. Fairtade this year launched a campaign requesting that the public sign a petition for smallholder farmers to get a better deal to hopefully spark debate about the matter at the summer G8 meeting. They achieved over 15,000 supporters.
“Times are tough for people in the UK right now. But across the developing world, times are desperate for smallholders, caught between rising food and fuel prices and a credit crunch that sees orders falling and access to loans becoming harder than ever”
3. Yvon Chouinard – founder of Patagonia who ‘walks the talk’
Just announced that his company will be launching an in-house venture fund named $20 million & Change for startups that try to make a positive impact in five areas: clothing, food, water, energy, and waste. Patagonie itself has challenged the status quo of retail
“…most of the damage we cause to the planet is the result of our own ignorance.”
4. David Attenborough – for an 87 year old, imagine if he was your granddad?
The famous face, or rather voice, of nature surely deserves his place amongst our green leaders. Playing a pivotal role in the regular depiction of nature on our TV screens, providing a window to the vast world we live in and the need to treasure it – his role in bringing to light the need for environmental action across the world has shown that he has been equally important outside of the small box in which we see him.
“We are a plague on the Earth…It’s not just climate change; it’s sheer space, places to grow food for this enormous horde. Either we limit our population growth or the natural world will do it for us”
5. Alistair McGowan – brought many faces to the environmental movement
Well-known ambassador of WWF, patron of charity Trees for Cities and 4-time host of the British Environment and Media Awards as well as many other environmental awards. Using his celebrity status to highlight issues in the environment. His involvement in the environment includes collaboratively purchasing a strip of land to prevent the development of a third runway at Heathrow airport, publicly backing Solar Power and developing an old coach house into an eco-friendly residential home.
On battling for the environment – “It’s the drip-drip effect of lots of small actions by individuals that has created the problem. And lots of small actions in reverse can help undo the problem.”
Other fantastic leaders who narrowly missed out on the top 5:
6. Andy Wood – MD of Adnams, low carbon brewery leading light in how to do best by community / environment
7. Kevin McCloud – eco-design champion in the design / built environment)
8. Paul Poleman – 5 levers for change at Unilver
9. Chris Packham – host of SpringWatch and exe CEO of BATS
10. Prince Charles – has the ability to change things and scale-up Duchy of Cornwall etc
These environmental leaders span many different professions from retail to the brewery trade and all are:
Governments take note – each of these leaders saw the need for change and acted on this.
Who will be the next environmental leaders of the future?
Seb is humble as humble can be. He is the Ronnie Corbett of sport, telling the best stories about the 2012 Olympics, which he led from start to finish. I’m probably not alone in saying I would have been happy to hear him speak all night at last night’s Marketing Society Annual Conference where he regaled us for an hour. He was joined on stage by the equally affable triple jumper, Jonathan Edwards, whose 18m world record for triple jump record still remains unbeaten.
Sitting listening on the back row, with hundreds of people in front of me in the wonderful Royal College of General Practitioners Theatre, I realise in my view that Seb Coe embodies everything that makes up a truly modern leader.
Humour and proportionality
He balances laughter and humour, in the face of impossible tasks, in this case of reaching the games finish line at the start of their seven year journey.
It was pleasure to witness the lively banter between Seb and Jonathan, who obviously hold each other in high esteem. He quotes former PM from the 1900s Arthur Balfour “Nothing matters very much and few things matter at all” as a reminder to keep things in perspective. He said the delivery was way more funny than the BBC’s ‘2012’ series. The epilepsy causing logo film, the cabbies complaining about traffic, the lost bus, the red lights turned to green (yes really), and the ticketing.
He understands the importance of his team. Having the best team – but not the obvious choices, no boring Olympic lifers, but people at the top of their game. Seb has built a loyal and strong team around him. I saw the way his face lit up when he greeted David Magliano, who was Director of Marketing for London 2012 and was pivotal in delivering the ‘why’ we’re doing the Games. Seb mentioned David more than three times in his speech.
He said his father was his biggest most inspiring character in his life, which is something given all of the sporting heroes Seb could have chosen. Proof that family is his main frame of reference – ‘his other team’.
I was intrigued by this lone runner – trained by his father (often himself using new and unusual techniques) – who was suddenly in a ‘team sport’ with hundreds of people around him, and seemingly enjoying every minute.
He heaped praise and glory on the close-knit team that made the games happen. He holds in disdain the ‘Armada of instant experts’ who turned up and the mass “glorification of the uninvolved” who mostly didn’t want the games in the first place.
The (K)night’s lecture was about much more than about sport. In fact sport wasn’t mentioned much at all. It was about a way of doing things. Not Seb’s way but his team’s way.
Their vision was the bedrock they returned to when making all their decisions.
For a Grantham born and bred man who calls a spade a spade, he didn’t mince his words about where he sees logos and all that stuff. But clearly he does see value in brand and comms – which was of great interest.
Seb finally slept a full night’s sleep on 10 September 2012 without waking up in the morning worrying about ‘winning the bid’ or delivering the games. This man creates loyalty and inspires those around him to go that bit further – to work day and night without questioning. It is no surprise that he was instrumental in delivering the Games maker programme, which drew in medics and cabbies.
Seb is somebody who has the grace and strength to recognise his own shortcomings, to not to take himself too seriously, and at the same time to win over the many serious heavy-weight partners (and the challenges that were thrown at him day and night).
I’m sure he was wasted as an MP. There were a few cheap calls for him to run for PM. That’s wrong in my view. He is a people person. At his best delivering some of the world’s biggest themes. Here’s to his role in bringing the games to Africa, one of his stated dreams. Here’s to him continuing to make health and sport a part of everyone’s life. Normalising disability. And here’s to him leading when it comes to supporting low-carbon planet healthy games. Seb is a hero.
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