Is there a mainstream company or executive out there that doesn't love a well-thought-out green initiative? The PR advantages, cost savings, and good feelings that come with conservation measures are too much for most people to overlook.
However, the key is identifying the right earth-friendly policies and operational changes for your specific organization. What makes an effective and executive-friendly "green" strategy? To get your senior management on board, your plan to get greener must:
Some conservation plans address one or two of these principles, but the most sustainable green initiatives tackle all three. This is where online community software comes into play.
Since it is both at the center of your customer relationship strategy already and can have a direct impact in your company's performance, your online customer or member community should play a central role in your green initiative.
Here are eight ways that your company or membership organization can use your online community platform to celebrate Earth Day today and throughout the year.
Increasingly companies are moving support documentation and other files into their online customer or member communities where customers can share additional tips, provide feedback, and ask questions.
Private online community software enables organizations to control who has access to particular documents from small working groups or committees to entire customer segments. This granular access lends itself to moving more of your knowledge base and group collaboration online both for security purposes (only the appropriate people can see each document) and to ensure that each customer is only getting information that is relevant to them.
In-person meetings are not considered very earth-friendly, even if you provide those little branded notebooks on recycled paper. Costs to the environment include everything from fuel for travel to paper for handouts.
Reduce your carbon footprint by holding private internal meetings in your online community platform. You can either use the built-in events calendar to invite specific attendees to a real-time web meeting or set up a private community where you can use discussions, shared documents, and wikis to hold the "meeting" over a 24 hour period.
Cut down or eliminate the amount of paper you give out at customer events and conferences by using your online community software's mobile event apps. The mobile conference and events apps build into your online community software's event management system enable attendees to manage their agendas, view handouts and speaker presentations, get event updates (e.g. room changes), and a host of other social activities €“ all without using a single piece of paper.
Getting greener is not just a concern of your organization. I'm guessing that it is on the minds of many of your customers or members. Start a "green group" in your online customer or member community that can discuss how your organization and your industry can do more to support the environment.
Identify a group of volunteer leaders to help create and curate content, as well as evangelize the group to other customers or members. If this sub-community gains traction, it could make a difference with getting innovative executives to champion change or it could become the basis for a panel discussion at your next conference.
Sometimes people are more likely to act if you separate the deciding what needs to get done from the doing itself. One of the simplest ways to celebrate Earth Day inside your online community is to help your customers, partners, or members take green steps themselves. With busy people spending much of their week in the trenches, they might welcome actionable tips for things that their businesses can do to be greener.
Use your online community software to produce a series blog posts or add videos to your online community's media library with tips for how your customers or members can incorporate more earth-friendly approaches into their businesses. Encourage your customers or members to add their own tips in the comments areas and rate their favorite pointers.
In the same vein as the tip above, use your online community software's document libraries to add a checklist for your specific industry that includes ways to conserve energy and other resources. Promote the checklist to your customers and make it easy for them share it outside your private customer community.
Though most everyone wants to support the postal service, snail mail is one of the least green methods of conducting business. Think about all of the paper being pushed in your customer transactions, invoice printing and mailing, payment mailing, payment processing and hand copy storage, etc.
Your online community software enables your organization to move many of those transactions online. This includes dues payments and membership renewal invoicing for associations and user groups, event registration, and product purchases in the online store.
Your online community software's ecommerce platform or integration enables you to sell virtual products that your customers or members can download. This eliminates packaging and shipping costs, as well as other resource consumption.
To celebrate Earth Day, evaluate which of your physical products you can convert to digital downloads. You can either replace the physical items with your virtual products or sell them alongside your physical goods.
In addition to converting existing products, brainstorm new downloadable offerings to sell in your customer community's online store. Virtual products could include videos, ebooks, manuals, audio recording, and other content that your customers or members need to do their jobs.
New social platforms with a broad reach into your customer base and a wide variety of built-in tools, like your online community software platform, can play a big role in your green initiatives. As you read in the tips above, using your online community software to do right by the environment can also lower operational costs, increase customer loyalty, and bring customers closer to the product development process.
If you are effectively able to engage customers around common earth-friendly goals, you may even want to create a press release and use your other public relations channels to get some positive media attention for your strategy.
I recommend starting small. Use the survey tools in your online community software to measure the interest of specific customer or member segments. Then, decide which of the approaches listed above would garner the most engagement on which to build a green strategy that benefits your organization, helps your customers or members, and supports the environment.
How are you using online community software and other social tools to celebrate Earth Day throughout the year?
image credit: Corey Matsumoto