Tag: sustainable

10 tips to maximise growth through your website

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).

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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.

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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.

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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

Green Banana Marketing news 10th June 2015 – Our successes

 

 

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Green Banana Marketing news 10th June 2015

Video of the month

Social films have impact



We produced Trouble for Spark Young Filmmakers competition,  which has been entered into film festivals, the client said ”GBM brought creative energy and ideas that helped us maximise the impact of the programme”. Spark is a charity dedicated to changing young people’s lives.

Green&Charity News

Charity sector creative leaders



Highlighting great new charity campaigns in our monthly blog
Acquire the knowledge

Marketing/Event news

Fairtrade Schools launch



We successfully launched FT schools site, with 1,000s of teachers downloading
Building a fair world

The very best charity marketing from 2014

The very best charity marketing from 2014

With so many amazing campaigns, it’s tough selecting the most innovative charity ads of the year. This is encouraging for the charity sector, even though it’s harder and harder for normal people to navigate through the various causes and lend their support.

Charities (and I guess their marketing agencies), have long understood that creating some kind of fame often increases share of mind and this hopefully leads to more support. Charities are often challenged by gaining the resources to support a new campaign. A strong business case helps, and entering the campaign into charity awards can fast track this. The campaign gets profiled in the brochure, 500 marketing folk hear about the charity and better still, if it wins, then profile pieces will be written. The charity may even become the agency’s charity of the year.

First up: NSPCC: ‘The underwear rule’

The underwear rule is a fantastic insight. It is a campaign devised by the NSPCC that provides a simple way to help parents keep their children safe from abuse. It’s simple for both parents and children to understand. This film perfectly captures the right tone and call to action. Well done to NSPCC.

Second place: CRUK ‘Play to cure’

What a great excuse to play a good game, when at the same time you’re helping Cancer Research UK’s scientists identify the DNA faults that could lead to cancer. Well done CRUK – lateral thinking at its best.

Third: Greenpeace ‘Tell Lego to dump Shell’

It’s good to see Greenpeace in action (and succeeding in stopping the Lego Shell partnership!)  Keep up the great campaigning work. Without Greenpeace, life would be much less interesting (and less organisations would be kept in check).

Fourth: Barnardo’s ‘The Nation’s Fridge Door’

Just love Barnardo’s virtual fridge, based on the idea that we all like to share our children’s pictures of robins and pirates, but not all children have parents who care. In every family’s household the fridge door is a symbol of a parent’s pride and support of their children’s achievements. Yet the UK’s most vulnerable children don’t have anyone to give them this support or record their successes.

That’s why Barnardo’s is asking people to turn the support they give their own children into the support for the children who have nobody. The drawings sent in by families were published on their virtual fridge, and a selected few were published in The Guardian and in Barnardo’s stores.

Fifth: Breast Cancer Awareness ‘Fitness Bra Cam’

Breast Cancer Awareness have done so much to change the tone of the issue – brightening it up and making it more accessible. This campaign is a perfect example of this.  In partnership with big companies, who helped them deliver a truly funny (and slightly awkward!) entrapment film!

Some new fame is worth having and these are great examples of charities taking risks but keeping their cause at the heart of the delivery. Well done to all and Happy New Year 2015.

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Now the party is over

We’ve had the party of the century- a great atmosphere with The Games, the Diamond Jubilee and 70,000 Gamemakers reminding us what is important. Now is an opportunity to get your house in order – a fresh start with a bit of an autumn spring clean on the back of everyone feeling so positive.  There are ten things we think you could do which could add value to your organisation and help the business grow in ways not only relevant to our clients (charities, sustainable caring companies and education based orgs) – but to others too. Why not:-

1.  Have your own Gamemakers plan – take on teams of passionate people who care about your cause

2. Do a social audit of all those twitter accounts that have crept up; who are they for and are they of any value? Write a social media policy (who are your main bloggers, are they on message, what’s the back up for them?)

3. Fill in the gaps in your database and ring up lapsed supporters

4. Organise that ‘getting to know us day’ for supporters to hear about your future work and the value they bring

5. Get new blood on the board – draw up a short list of new skills you need from Trustees

6. Be at the right events with a plan of all the best ‘Free events’

7. Write up your case studies – like agencies do – of all your great work and put it online

8. Produce a 30 mins film about your organisation and post online

9. Look at who the organisation has partnered throughout its life; get back in touch with old friends

10. Make sure all staff have a campaigning and promotions element to their job.

In the happy days and weeks after the great summer – make some progress on those often discussed tasks. Or at least let Green Banana Marketing help with the ones that drop off your list.

Biofuels – BP leading the way

The requirement for cleaner and cheaper fuels grows each day, alongside the rapid growth in car production. It has been predicted that by 2020, there will be twice as many vehicles in use than there are today. With the continuous depletion of the finite supply of fossil fuels, companies are starting to look to the future for new and more sustainable ways to power our way of life. Biofuels have become a focus fuel as it has the potential to meet these requirements. Ideally, the right crops would be non-food, as this would prevent a steep rise in food prices.

 

Hoping to lead the pack in the race to develop an innovative way to produce a non-food crop to power cars are oil giants BP. Still trying to repair their tarnished reputation after the BP Oil Spill in April 2010, BP are aiming to improve their status in the ‘sustainable and green’ world. However their recent move to the arctic (along with the other big oil companies) has caused controversy, as BP came under fire from environmental campaigners for their failure to address the potentially catastrophic consequences it could have to an already delicate ecosystem.

 

BP have been working hard on creating an invaluable non-food crop that can be broken down into petrol and diesel, and they are claiming that they have found the right mix. If what BP say is true, and they do in fact have the ideal mix to create these crops, then not only will they make a serious amount of money, but we could also be seeing the future of biofuels and car travel, using a sustainable and eco-friendly petrol.

Fed up with blaming government – read our PLANET manifesto

NEC’s Sustainability Live event was an experience.  Imagine an event that combines The Royal Tournament (soldiers racing to assemble canons) and Tomorrow’s World.   Some were bemused as to what this meant for their enterprise.   We think many already understand that our resources are dwindling and that renewable techs are good for the economy. Green Banana heard the old argument ‘without better government guidance, the green economy is doomed’, so we decided to produce our very own six point PLANET manifesto which would be ideal for enterprises to consider:

Preserve the future
Start by promising to support only FSC products and cut-back felling of the lungs of this world (which are responsible for picking up roughly a third of the carbon dioxide emitted from burning fossil fuels).  Then consider how much biodiversity supports us, for instance bees don’t only make honey – they support over 50% of agricultural pollination.

Local is best
Why not use council tax rebates to reward whole parishes for meeting recycling targets and individual householders for insulating their homes. After all 40% of emissions are through wall and roof cavities, so worth rewarding people with 20% off their council tax.

The big society starts locally – so let local communities profit from micro generation.  And why not reset solar and wind tariffs and communicate the benefits to the wider communities?

Allow freedom
Allow everyone to join an eco lab – employing our brightest unemployed young adults to generate ideas to address the sustainable crisis and give the winning inventors a 25% share.

New technologies
Embracing new technology is where new ways of living start, so encourage green electricity by giving SMEs 50% reduction on electric vehicles to be second phase ambassadors and plough money into creating high speed data connections for wireless meetings. Say no to expensive old technology – do we really need HS2 (costing £34 Billion) when we can meet virtually?

Eat responsibly
Adopt a few rules for eating.  Eat low on the food chain; eat tilapia – the world’s most sustainable fish.  Fish and chip shops will soon get the message and other fish will fry.

Travel lightly
Have walk to work months, with new lanes set up temporarily for ‘walking buses’.  Drive investment in new electric local transport, cycle lanes and walk to work schemes.

These are some of the ideas we are discussing with enterprises.  We would be interested in your thoughts.  We help evolve products and services to become smarter, greener and fairer. If you are asking how your company can be the more environmentally responsible, contact Giles@greenbananamarketing.com.  We have worked with a range of socially responsible brands like Fairtrade and understand that achieving high ethical and sustainable standards is a journey.  Ask us how.  Giles Robertson is the founder of Green Banana Marketing Ltd and Chairman of the Marketing Society Charity Group.