Social Media Marketing Strategy

Open Innovation – How to Drive Creativity in a Transparent and Competitive World

Friday, February 17, 2012 by Julie Urlaub

A common characteristic across sustainable organizations is the ability to recognize public eco awareness and deliver new products that address societal and environmental challenges in a way that delivers business sustainability and long term value. However, questions still remain unanswered on the most effective way to harness and drive creativity in an increasingly transparent but equally competitive world.

The Harvard Business Review recently weighed in on the “open” debate with its post, Open Innovation and Organizational Boundaries. Commenting that today’s markets are being transformed into social forums, the article offers some key concepts to consider:

Leaders and senior teams can take advantage of contrasting innovation modes, paradoxical organizational requirements, and associated dynamic boundaries.

Leaders need to execute strategic choices with the systems, structures, incentives, cultures, and boundaries tailored to open and firm-based innovation modes.

Multiple types of boundaries will increasingly be employed to manage innovation. These boundaries will range from traditional intra firm boundaries to complex intra firm boundaries (such as ambidextrous designs), to webs of interdependence with partners, and to interdependence with potentially anonymous communities.

Senior teams must build their own personal capabilities to deal with contradictions as well as their firm's ability to deal with contradictions. While building internally contradictory organizational architectures is difficult, building these architectures to attend to contrasting innovation modes will be more challenging.

Through our direct engagement with companies and business leaders seeking to inspire and motivate sustainable action in their organization, we find business stakeholders as a valued source for new ideas. Our professional consulting works with clients to step outside of the confines of the business to leverage employee, supplier, and end consumer thinking.

Taiga Company offers insight into business sustainability programs and social media strategies designed to encourage business sustainability and expand eco awareness as an asset of the organization - particularly through stakeholder engagement and open innovation.

Social Media in Sustainable Supply Chain Management

Wednesday, February 15, 2012 by Julie Urlaub

Social media provides individuals, communities, businesses, and non-government organizations the ability to connect with business in meaningful discussion from anywhere in the world in real time. Our sustainability consulting has observed how many businesses have already realized value by incorporating social media into traditional business processes including marketing, sales, customer support, and product development. But what is social media’s role in sustainable supply chain management?

“To capture their suppliers' best ideas, leading procurement organizations work with suppliers to accurately define innovation requirements and help business partners understand how and when to be involved to improve process efficiency.” –Procurement Strategy Council

As our sustainability consulting has discussed in a previous post, Key Components of Social Media for Stakeholder Engagement, there is an emerging role of social media in stakeholder engagement and for businesses to communicate their broader corporate responsibility agenda. We now explore social media success in sustainable supply chain management. As with any program, we advise:

Defining a Clear Vision: What is social media expected to do for your supply chain. What are your social media goals? Are you seeking to simply communicate or engage with your key suppliers?

Identify Stakeholders and Online Communities: Stakeholders are a bit easier to identify (key suppliers), but online communities can be a little bit tougher to define. Theme based or centered on sustainability concepts such as efficiency or sustainable materials, where are your existing and potential suppliers collaborating?

Actively engage: Social media is an always on platform. This implies being present to the ongoing conversation: listening, contributing to the conversation, providing timely feedback, and incorporating that information into materials, processes, and products.

Our sustainability consulting believes that in order to be effective with its business sustainability plan an organization must have a defined engagement strategy. At Taiga Company , we encourage clients to build sustainability programs that leverage social media engagement tools to implement direct and measurable impacts on social, environmental, and economic goals. This includes active interaction within the supply chain.

Twitter, Facebook, and Blogging: The Three Pillars of Sustainability Communications?

Thursday, February 2, 2012 by Julie Urlaub

The requirements to build and maintain a sustainable business today are quite different than they were just ten years ago. The triple bottom line, also known as people, planet, profit is recognized by sustainability professionals as the the three pillars of sustainability. In essence -a process by which firms manage their financial, social and environmental risks, obligations and opportunities.

Companies on the leading edge are evaluating the economic, social and environmental impacts that will ultimately affect profitability. Green business practices are becoming more and more the norm, as companies both large and small realize the value of integrating eco awareness and sustainability concepts into their operations and business strategies. But, how are small and large sized businesses communicating their sustainability successes?

Is it possible that Twitter, Facebook, and blogging could be the three pillars of sustainable communications? Two recent posts, Business Blogging for a Sustainable Purpose
and Who are the Tweeps Tweeting for A Better Green Brand? explore the value of social media for sustainability communications. Our friend Fabian Pattberg asks, Facebook – A useful Sustainability and CSR platform? Mirroring thoughts on the subject include those found in the post, Sustainability Professionals + Facebook = Worth It?

With sustainability concepts and definitions still subject to interpretation and debate, there are challenges to effectively and clearly communicating the business sustainability message. Facebook offers opportunities to engage differently with stakeholders compared to the other platforms.

Consumers, prospects, potential business partners require different levels of stakeholder engagement and buy in to your company as well as to your definition of business sustainability. While Facebook may or may not be the most dynamic platform, there are ways to make a sustainability social media marketing strategy work for you.

If you are looking for more information on how to use Facebook to grow your sustainability practice of create social media success for your business, consider checking out our 8 -week, self-guided, online course called Social Media for Sustainability Professionals. It includes an entire section devoted to Facebook (with additional sections focused on websites, Twitter, LinkedIn, blogging, Google+ and more!)—including the difference between a Facebook profiles and pages, privacy issues, tactics for growing your fan base, and mistakes to avoid.

Who are the Tweeps Tweeting for A Better Green Brand?

Thursday, January 26, 2012 by Julie Urlaub

It's been questioned if social media change the world? Can it make our world a better world? How is it advancing the sustainability conversation? Considering that for the first time in the history of humanitarian aid, the Internet and social media provides individual donors and worthy organizations the ability to connect meaningfully on opposite sides of the world, our sustainability consulting practice would have to say, yes. Social media engagement can help save the world. More importantly, can social media help YOUR world? Your brand? Your clients?

Social media executed successfully can be a powerful vehicle to build sustainable business communications by engaging with stakeholders. As explained in our professional consulting, social media engagement provides business a global reach. Besides the marketing a team can do in the local community, a social media marketing strategy allow businesses to have a global following allowing individuals, communities, businesses, and non-government organizations the ability to connect with the business in meaningful discussion from anywhere in the world in real time.

Who are the key players tweeting to a better world? Better brands?

The just released,SMI -Wizness Social Media Sustainability Index, has been prepared specifically to provide key social media insight for Sustainability, CSR, internal comms, corporate communications and marketing professionals and the agencies that work with them. By downloading the report you'll learn how:
leading companies like GE, PepsiCo, BBVA and Timberland are using editorial techniques and effective storytelling to communicate sustainability initiatives.
the Financial Services sector is pioneering social media thought leadership and new crowdfunding ventures.
10 companies are liberating their Sustainability Reports with social media innovation
companies are using more than 25 different types of social media platforms, apps and tools to connect with sustainability communities.
Who is part of this year's Wizness Green Twitterati (hint - we are @TaigaCompny)

Within Taiga Company's professional consulting, we've used social media success to expand eco awareness and introduce sustainability concepts to others. Social media is effective because it addresses two of the biggest hurdles of social change: reaching the people who can actually make a difference, and providing the means and channels for them to do so.

Want more information about how to use Twitter to grow your sustainability practice? You're in luck! Check out our 8-week, self-guided, online course called Social Media for Sustainability Professionals. It includes an entire section devoted to Twitter (with additional sections focused on websites, Facebook, LinkedIn, blogging, Google+, and more!)—including Twitter etiquette, managing your time on Twitter, and building an engaged audience.

The Growing Need for a Social Media Marketing Strategy

Tuesday, January 17, 2012 by Julie Urlaub

There is a sustainable business mindset that is gaining tremendous momentum, yet many companies are still just coming to grips with it: Today’s consumers are becoming more socio/eco aware and companies with a traditional business approach are sure to witness a diminishing return in simple product marketing.

Described in greater detail in the Bloomberg Business week article, The Key to Success? Your Corporate Mission, today’s consumers are less focused on products than they are on the companies who sell them.

“The world has wised up. No one is going to be tricked into buying something by cute TV commercials. In the Internet Age, everyone has the ability to find out everything about your company, market, and products. If you want to sell, you’d better show customers that you care intensely about your product and what it stands for.”

This increase in buyer eco awareness has resulted in a significant shift in sustainable business expectations. Our sustainability consulting finds that companies now realize that a solid reputation goes beyond product characteristics. Consumers want to know they are being heard. Are you listening to what the world is saying about your company?

The simple truth is that consumers are now in driver’s seat and business sustainability actions speak louder than words. In fact, a study by Green Seal and EnviroMedia Social Marketing reveals:

Only 9 percent of consumer say green advertising is their primary influencer
15 percent cite brand loyalty
19 percent say word of mouth
And 25 percent of consumers say it is a product’s reputation

A strong emphasis on reputation management is not a new concept, but it has become especially important in driving consumer eco awareness and business sustainability perception. The key is to not just promote but to engage with the outside world. Our sustainability consulting works with clients to leverage the power of two-way stakeholder communication as part of a business sustainability social media strategy. Come visit with us to find out more.

How to Avoid the Pitfalls of Stakeholder Engagement with Social Media

Tuesday, January 10, 2012 by Julie Urlaub

Social media provides individuals, communities, businesses, and non-government organizations the ability to connect with business in meaningful discussion from anywhere in the world in real time. However, according to the recent study, Business Pain: Social Media Proliferation Propels Corporations Toward Uncontrollable Risk, " brands have jumped into the social space at a dizzying pace, incorporating social media into traditional business processes including marketing, sales, customer support, product development, and beyond. Yet adoption has occurred haphazardly, with little control or quality assurance.

There are challenges to effectively and clearly communicating the business sustainability message internal and external to the organization. With sustainability concepts and definitions still subject to interpretation and debate, the ‘active’ engagement and dialog with stakeholders cannot be overlooked when building effective business sustainability programs and communication plan.

As we've discussed in a previous post, Key Components of Social Media for Stakeholder Engagement, there is an emerging role of social media for stakeholder engagement and for businesses to communicate their broader corporate responsibility agenda. With preferences shifting as to how we communicate and exchange information, social media is becoming the transparent, engaging, competitive advantage that business sustainability delivers. However, to effectively harness the power of social media to create business sustainability value, what are the key components for success?

Therein lies the very secret to social media - How do you define success? What does success look like and how do you measure it? For many, success may be determined by selling a product or service. For others, it is about advancing the businesses sustainability conversation - whether that is in regards to their own products/ services or the conversation as a whole. Proactive businesses are leveraging both definitions of success and the key components to winning strategies include:

Defining a clear vision of what social media is expected to do for your organization. What are your social media goals? Increase website/ blog traffic? Enhance brand image and credibility? Communicate and engage on CSR/ sustainability related topics?
Identify stakeholders and online communities. Stakeholders are a bit easier to identify, but online communities can be centered theme based and centered on sustainability concepts such as recycling, CSR, water, energy, social investing. Or, they may be geographically based.
Actively engage. Social media is an always on platform. This implies being present to the ongoing conversation: listening, contributing to the conversation, providing timely feedback, and incorporating that information into products, services, and ongoing dialog.

The days of the controlled and scripted press release may be coming to an end. The propagation of sustainable information to effectively communicate business sustainability successes is becoming a more active dialog. Our sustainability consulting encourages businesses to provide even greater transparency into the implementation of sustainability concepts and open the conversation to business stakeholders through social media.

Sustainability Professionals: How to Express Yourself with Social Media

Thursday, January 5, 2012 by Julie Urlaub

“Social networks aren’t about Web sites. They’re about experiences.” – Mike DiLorenzo, NHL social media marketing director

The path of business sustainability is a journey. And what makes up a journey? Experiences. As sustainability consultants, we're aware that high level sustainability concepts are universal and easier to understand. However, what is compelling is the expression of how an individual or a company embraces those sustainability concepts to deliver results. We're all captivated by the unique sustainability experiences but equally important is its delivery and expression. Social media has proven to be an innovative and effective way to address two of the biggest hurdles around sustainability: defining what it is and providing the means and channels for sharing sustainability experiences.

Question: Are You Making the Most of Social Media?

Leveraging today’s tools, progressive organizations armed with business sustainability strategies are reaching new levels of communicating sustainability successes. But what about the sustainability professionals helping them? As more and more of our colleagues have asked for guidance on online presence with blogging and profiles on Twitter, Facebook and LinkedIn, we've discovered that both larger organizations and individual consultants are faced with an initial tripping point.

What exactly is social media?
How can social media support and enhance sustainability?
How to define the voice, tone and expression of online communications?
What are the best platforms to express sustainability views, successes, and experiences?
How can social media support sustainability consulting business development and branding?

Many sustainability consultants know they *should* be using social media. But getting up to speed on the different platforms can be overwhelming, and setting aside the time to create a social media strategy can be downright daunting. After blogging for 3 years, gaining 25,000+ twitter followers, Taiga Company has been down that road, made the mistakes, and created best practices to effectively use social media as a tool for sustainability professionals.

Answering the question of Are you Making the Most of Social Media, we have teamed up with Jennifer Woofter at Strategic Sustainability Consulting to offer an 8 week, self-guided, online Social Media for Sustainability Professionals program that includes video lessons, discussion forums, additional resources, and homework assignments that will help you communicate sustainability via social media.

The role of social media shares similar values to sustainability: authenticity, transparency, and engagement. At Taiga Company, our sustainability consulting encourages all to leverage social media tools to communicate and share the sustainability success stories on social, environmental, and economic goals. Start sharing your experiences today!

Why Business Sustainability Plans Need a Social Media Strategy

Friday, December 9, 2011 by Julie Urlaub

“While many companies do have e-mail communication and technology usage policies, very few companies have policies that specifically address social media governance and risks.”

This quote was taken from a Canadian Insurance and Risk Magazine article which recently reported that companies expect to exponentially increase their use social media; however, few organizations understand or manage the resulting business sustainability risk. Referencing the result from a Financial Executives Research Foundation Inc. (FERF) survey, the article highlights some key findings that our sustainability consulting practice takes seriously.

48% of the executives responding to the survey felt social media would be an important component of corporate marketing efforts going forward.
53% of respondents predicted the corporate use of social media would increase significantly over the next 12 months.
76% of respondent companies do not have a clearly defined social media policy.
61% of respondents indicated their organizations do not have an incident management plan to help them deal with instances of fraud and/or privacy breaches.

Supported by these results, we believe there is an emerging role for social media in stakeholder engagement and for businesses to communicate their broader corporate responsibility agenda. Social media provides individuals, communities, businesses, and non-government organizations the ability to connect with business in meaningful discussion from anywhere in the world in real time.

However to focus the corporate ear, business sustainability minded organizations must effectively and mindfully engage with those stakeholders who have a vested interest in the success of the business. Our professional consulting stresses the importance of a defined social media strategy as part of an overall business sustainability plan. For more information, visit with us at Taiga Company.

Business Sustainability Strategy: Building the Base

Monday, December 5, 2011 by Julie Urlaub

Developing and delivering commercially successful products and services that build customer loyalty can be a challenge in today’s dynamic consumer market. However, many of our sustainability consulting clients now realize that repeat business is one of the most important aspects of their survival. Stable base revenue generation is not only a requirement to fund immediate growth, but it is essential to ensure long-term business sustainability.

Highlighted in the article, It's Cheaper to Keep 'Em, the authors at Inc.com explore the cost/value efforts of new customer acquisition versus existing customer retention.

“If you’ve ever tried to explain the concept of ‘make new friends but keep your old ones’ to a five-year-old, you have a pretty good perspective on how many high-growth businesses approach customer acquisition and retention. Growing businesses tend to spend so much of their time and money acquiring new customers that they often overlook their best source of growth: retaining and growing their existing customer base.”

Our sustainability consulting practice finds that companies on the leading edge recognize consumer preferences are constantly changing, and they are tapping into that knowledge. Unlike their predecessors, the ‘now’ generation of companies can no longer work in a strictly new customer acquisition strategy mindset. To be sustainable, businesses must develop a dynamic and engaging business model to capture existing stakeholder interests. Common business sustainability strategies for engagement might include:

• Active dialog with stakeholders on sustainability issues through social media.

• End user discussions on product or business sustainability actions.

• Reverse marketing to suppliers to improve materials and business processes within product supply chains.

In today’s business climate, the competition for business is growing exponentially and globally. Consumers are becoming more educated in their preferences and recognize that their options no longer have to remain local. To survive and even step beyond the competition, our sustainability consulting is helping companies explore new avenues which drive desired business sustainability action and build strong base loyalty.

10 Sustainable Business Trends Worth Knowing for 2012

Tuesday, November 22, 2011 by Julie Urlaub

What can the World’s Most Ethical (WME) companies teach us about business success? Well, on average, companies that go beyond simple ‘ethical’ claims out-perform their peers. In fact, this year’s WME honorees generated 30% greater returns than the S&P 500, demonstrating a strong correlation between responsible actions and business success.

2012 business planning is well underway. How is your business embracing sustainability? Are you aware of the growing sustainability trends and how they might impact your business? Here's what our sustainability consulting practice sees on the horizon for sustainable business trends in 2012:

Big and small firms continue to join forces. Continued B2B collaboration.
Continuation of private/ public NGO forces uniting for greater good
Continued focus on biodiversity from a business perspective (see, Dow Asks, What's the Business Case for Protecting Nature?)
Water: access to water, water management, water in the supply chain
Transparency and reporting - especially integrated reporting of financial and sustainability reports. A growth in the number of organizations reporting as noted by the Carbon Disclosure Project.
Green Supply Chain - elevating sustainable supply chain management as a strategic business sustainability function
Local and organic food gains more momentum
Emerging markets and their impact
Wider adaptation of social media for stakeholder engagement
The role of boards: oversight and inclusion of business sustainability mandates

While some argue that sustainability is a passing trend, profitable businesses are not. Sustainable business strategies are designed to bring eco awareness and sustainability concepts to employees, customers, and suppliers which brings value to the organization and also broaden and expand sustainability concepts into the communities and lives of the individuals. How does your business plan to embrace these sustainability trends in 2012?

Sustainability Trends for 2012

Tuesday, November 1, 2011 by Julie Urlaub

“Opportunities, both small and big, are plentiful in today’s business environment: growing consumer eco awareness, innovative ways of doing things, a crisis or a threatening trend. Proactive businesses who recognize and adapt will gain share and influence.

No doubt, when faced with the realities of increased business risk, increased cost or the lost revenue, the business world inevitably responds. Such has been the case with water, carbon, and energy management becoming critical issues to address. As 2011 has unfolded, our sustainability consulting firm has witnessed new business sustainability trends emerging. What have they been and what trends can we expect to see in 2012?

• Big and small firms continue to join forces. ContinuedB2B collaboration.

• Continuation of private/ public NGO forces uniting for greater good

• Continued focus on biodiversity from a business perspective (see, Dow Asks, What's the Business Case for Protecting Nature?)

• Water: access to water, water management, water in the supply chain

• Transparency and reporting - especially integrated reporting of financial and sustainability reports. A growth in the number of organizations reporting as noted by the Carbon Disclosure Project.

• Green Supply Chain - elevating sustainable supply chain management as a strategic business sustainability function

• Local and organic food gains more momentum

• Emerging markets and their impact

• Wider adaptation of social media for stakeholder engagement

• The role of boards: oversight and inclusion of business sustainability mandates

Business sustainability is often reduced to environmental or social action. While certainly two very important areas of focus, business sustainability is really about taking action to maintain the on-going health and profitability of the company as a business strategy. This includes valuing the relationship with the environment and social stakeholders.

The Essential Need for Social Media in Today’s Business Tool Box

Friday, September 23, 2011 by Julie Urlaub

With the speed of business sustainability information rapidly increasing and global eco awareness constantly expanding, it has become increasingly important for companies to harness the power of social media to engage with stakeholders. Our sustainability consulting finds this mindset is now beginning to expand to traditional business and even heavy industry.

In an interesting post, How Social Media is Fueling Automotive R&D, Industry Week discusses the growing trend among companies to actively capture consumer insight and options on new product ideas through the latest interactive technologies. Beyond the traditional business focus to enhanced customer relations, a growing business sector believes these interactions to be essential to long-term sustainability.

“The number one cause of growth stalls is what we call premium position captivity–the inability to adapt the firm’s offerings as market needs change and new competitors enter…Progressive strategists recognize the risk this approach has of prematurely dismissing new competitors with different value propositions. They develop a rich understanding of the different drivers of customer value and seek out early signals that the importance of those drivers is changing.” –CEB Views

Social media has proven to be an effective way to address two of the biggest hurdles of social change: reaching the people who can actually make a difference, and providing the means and channels for them to do so. Leveraging today’s tools, progressive organizations armed with business sustainability strategies are reaching new levels of efficiency in social change.

At Taiga Company, our sustainability consulting encourages clients to build stakeholder engagement programs and leverage social media tools to implement direct and measurable impacts on social, environmental, and economic goals.

Sustainable Reputation Management: A Twelve Step Program

Thursday, July 21, 2011 by Julie Urlaub

Contrary to the corporate myth, a company does not have to be an environmental business to reap the value from a sustainable business reputation. The truth is that top performers compliment innovative products with business sustainability actions. What do these admired organizations have to teach us?

The article, Finance Directors Urged to Pay More Attention to Managing Reputation, describes how an increasingly regulated business environment and the evolving spectra of social media have forever altered boardroom communications. A sustainable business reputation has become more important than ever to finance directors and corporate executives.

The Chartered Institute Public Relation offers twelve steps directors should take to ensure boardroom communications become the foundation for good reputation management.

1. Boards should develop and regularly review a reputation policy that is cross-functional and reflects different geographies and stakeholders

2. The board should ensure an integrated approach to reputation and risk assessment

3. Reputation should form part of every organization’s risk register so that reputational risk is identified, evaluated and planned for

4. Any discussions regarding organization governance and sensitive issues such as executive pay should include reputational impact

5. Reputation monitoring should form part of business performance management approaches

6. Reputation should be a filter when reviewing or evaluating threats and opportunities

7. Any significant organizational decisions and the development of new strategies should be considered within a reputational context as well as other contexts, such as financial or operational

8. Any board audit should include an audit of reputation management skills and experience

9. There should be a clear process for identifying, training and guiding spokespeople, particularly those responsible for responding to issues

10. All the businesses stakeholders must be considered by the board and not just the shareholders

11. All factors that impact reputation should be measured

12. Directors should support investment in research and analysis to ensure that it’s decision making process is supported, perceptions are understood and impact can be measured

A strong reputation is a valuable asset to every business, but it is especially important in driving consumer eco awareness and business sustainability. As described by the Reputation Institute, companies need to be able to demonstrate beliefs with action. ‘Walking the talk’ is no longer just a catchy phrase, it is a critical component to driving sales and capturing additional market share.

Why Follow Taiga Company on Twitter for Sustainability?

Wednesday, July 13, 2011 by Julie Urlaub

There used to be a time when it seemed only big business could change the world. It appeared that the voice of one was crowded out by the power, might and noise of larger organizations and governments. Fortunately, the world of the internet and specifically, social media has created pathways for a single voice to be heard globally. Powerful stuff.

As a sustainability consultant, I often declare: Small eco actions add up! The responsible eco action each of us takes MAKES a difference. Social media, namely Twitter, has been a prime example of this. With aspirations of accelerating eco awareness, eco resources, the how's and why's of sustainable living and sustainable business practices, I created a twitter account and started tweeting.

My single voice was welcomed by many. The twitterverse of green, sustainability, CSR is rich in knowledge and resource sharing. By publishing information, promoting others, asking questions and gathering feedback, the twitterverse welcomed me to a collective conversation generated on ways to improve environmental, social, and conscious business issues. United by others sharing similar interest, a single voice is expanded through the very principles that sustainability embraces: community, inclusiveness, transparency, and authentic communication.

Taiga Company's twitter stream is suited for those interested in stakeholder engagement, sustainable business strategies, sustainable living, and spreading eco awareness with the intention of sparking eco action in others. In addition, it is one form of stakeholder engagement utilized to listen to, respond, engage, and communicate with others important to our business. Topics include:

• News, jobs, and information for green issues

• Sustainable living, business sustainability and best practices

• Energy issues

• Topics ranging from politics, health, philanthropy and economy

• Resources and "how to" help to adopt sustainability concepts

• Stakeholder engagement

• Green supply chain

Within our business sustainability consulting practice, we view social media as an improved marketing alternative and a viable business strategy for businesses integrating eco awareness in the building of a sustainable business. Some want to make a difference. Change the world. Have an impact. Create large scale changes. Your single voice can be heard and amplified by others. We invite you to join the conversation. Individually, and collectively, we are making a difference. Join us!

Is Your Business Model Sustainability Proof?

Tuesday, July 5, 2011 by Julie Urlaub

“Most businesspeople are so busy working for their business or in their business that they never find time to work on their business. Thus they fail to anticipate what might happen or what they might be able to make happen”. –The Fast East the Slow

As a professional consultant, I've witnessed too often business models and strategies that have become stagnate with companies failing to take proactive or immediate action. Soon a once thriving business becomes out of touch with the consumer. In my professional consulting, I have learned that one of the keys to business sustainability is a conscious and continuous effort for improvement.

There is value in regularly scheduling time to work on the business and answer critical questions affecting the business and its stakeholders. The post, Steps to Business Sustainability, articulates how managing a successful sustainability plan is a continuous process that does not end with implementation. True value capture comes from strategies that continuously engage the expectations of key stakeholders. These ongoing touch points with key players creates a dynamic work-plan with periodic checkpoints of performance

1. What are the current and future dynamics of the market: how are consumers responding to sustainable offerings in the current economic environment, how will consumer behavior change?

2. What new market sectors are driving consumer behaviors for sustainable brands?

3. What sustainability differentiation do I have from the competition: demonstrations, measurements, labels or certifications?

4. How can I most efficiently and economically communicate my sustainable offerings using technologies such as social media?

5. Who are my business sustainability stakeholders and how do I engage them to create alignment across the organization?

6. How can I tweak my current business sustainability strategy to successfully balance short and long term company goals with the values of my stakeholders?

7. How can I partner to create shared value to drive deeper, faster, more impactful solutions?

8. What is most likely on the horizon for me and what are the best actions to proactively respond?

By anticipating and taking proactive steps to address change in the business world, your business will not only capture immediate value but define itself as a business sustainability leader in its industry.

Business Sustainability: The Foundation for Intelligent Growth in 2011

Tuesday, April 26, 2011 by Julie Urlaub

In what seems like an almost unrecognizable business environment from just a few years ago, our sustainability consulting practice finds executives are seeking action plans to capitalize on the positive economic growth outlook. Focused on strategic planning and resource alignment, we find even the most eager executives still remain cautious. Not wanting to repeat past mistakes, these business leaders often ask: what are the sustainable business growth strategies going forward? Which ones will be right for our organization?

The Annual Executive Guidance for 2011 provided by the Corporate Executive Board explains how successful companies operated very differently in the early stages of economic recovery. Defining the medals of companies that consistently outperformed their peers, this report offers seven business sustainability opportunities to drive intelligent growth in 2011.

Breakthrough Revenue Growth:
•    Reinvent the Buying Experience to Drive Growth
•    Activate Latent Brand Advocates Through Social Media

Innovative Leadership and Productivity:
•    Reinvigorate the Lost Generation of Key Corporate Talent
•    Drive Staff Productivity Through Manager-Led Development

Reduced Vulnerability and Volatility:
•    Measure and Manage “Integrity Capital”

Margin Expansion and Capital Efficiency:
•    Overspend on Key Corporate Center Capabilities
•    Stress “Residual Control” Over Capital Investments

The ability to drive new levels of sustainable business performance and growth requires more than executive leadership. The differentiating characteristics of business sustainability leaders who outperform the market are sustainable intelligent growth strategies. Our sustainability consulting provides information and resources to companies seeking to energize stagnate business models by integrating sustainability concepts into traditional business processes.

Positive Business Sustainability Indicators: Focus Your Attention

Tuesday, January 11, 2011 by Julie Urlaub

Every day the indications that we are on a road to recovery get stronger. In fact, according to Discover Small Business Watch business and individuals are poised on these economic indicators ready to hire and spend. For this reason we ask the question: Where is your business focus in 2011?

Differentiating between reactionary decisions and implementing informed business sustainability strategies can be a fine line, especially in tough times. Within our professional consulting practice, we often qualify decisions in terms of increased business sustainability and future growth. Decisions relevant to surviving the last few years may be in direct conflict to the opportunities that lie ahead in 2011. Ask yourself:

•    Are we cost cutting your way to out of business?
•    Have internal resources been reduced to levels that place a strain on operations?
•    Are stressed supplier relations creating uncertainty and increased risk on future supply?
•    Are our current strategies leading to business instability?

Our sustainability consulting finds the business sustainability leaders are looking beyond the basic ‘stay-in-business’ strategies of a depressed economy to the opportunities of 2011. Entrepreneur highlights some trends set to make a big impact on the New Year:

•    Consumer confidence is increasing and spending is set to rebound, but with an evolved set of expectations.
•    Social media is connecting thoughts, ideas, and business actions.
•    Health and fitness is returning in wake of an improved economy and health care reform.

Integrating sustainability concepts into core business functions makes brands more attractive to consumers, executive management more respected by employees, the company more attractive to financial markets. In short, business sustainability is about making the organization stronger and more responsive for a positive future.

CSR, Social Media and Blogging: Impact or Noise?

Friday, July 16, 2010 by Julie Urlaub

The ability to capitalize on opportunity or mitigate business risk often depends on the availability and access to quality information. Being able to sift through what is important and what is not can be a determining factor in transforming a good decision into business turning point. Today’s market intelligence has expanded to include business sustainability expectations, trends and requirements. Add an evolving, yet variable to the above equation: social media and what do you get? A powerful, innovative means to lead and advance in the business sustainability conversation.

However, with small business resources limited, many business owners are struggling with the benefit s of blogging and social media. Questions of why to do it, how to do it, and most of all, how to engage to generate impact rather than contribute to the noise.

As explained in our professional consulting, social media and blogging give a small business a global reach. Besides the marketing you can do in your local community, blogging and social media allow a small business to have a global following. And that could come in handy in tough economic times like these when generating revenue from beyond your own community or even country of origin can be critical. However, to effectively harness the power of social media to create value, requires strategy, engagement, transparency, and a willingness to roll with the evolving rules of social media.

To remain competitive, it's essential for small businesses to keep up. The speed of business sustainability information is rapidly increasing and global eco awareness is continually expanding. With it has become increasingly important for companies to harness the power of social media to engage with stakeholders.

Why? Because social media provides individuals, communities, businesses, and non-government organizations the ability to connect with business in meaningful discussion from anywhere in the world in real time. To focus the corporate ear, business sustainability minded organizations are engaging with stakeholders, who have a vested interest in the success of the business and profoundly advance the sustainability conversation.

Done effectively, stakeholder engagement via social media and blogging creates impact, value and advances the business sustainability conversation.

Learn Secrets of Social Media/CSR Success at PRNewswire's "Engage CSR 2010" Virtual Conference

Monday, June 21, 2010 by Julie Urlaub

image: Engage in CSR/ PRNewswire Virtual Conference

With the speed of business sustainability information rapidly increasing and global eco awareness constantly expanding, it has become increasingly important for companies to harness the power of social media to engage with stakeholders.

While the space is still emerging, questions surface:

How are leading brands and organizations showcasing their CSR activities in the social landscape?
What are the best practices for success?

PR Newswire is kicking off its First Virtual Conference and Expo directed at answering those very questions. Social media provides individuals, communities, businesses, and non-government organizations the ability to connect with business in meaningful discussion from anywhere in the world in real time. To focus the corporate ear, business sustainability minded organizations are engaging with stakeholders, who have a vested interest in the success of the business and profoundly advance the sustainability conversation.

Learn from industry leaders, attend webinars, network with conference attendees, and visit various sponsor booths right from your desktop. And best of all it's FREE!

Click here to register for the June 30th conference.

Confirmed speakers include:

Deb Berman, Managing Director, Justmeans
Ronna Charles Branch, Global Reputation Management, Public Relations, UPS
Dan Bross, Senior Director of Corporate Citizenship, Microsoft
Elaine Cohen, Co-Founder & Managing Partner, Beyond Business
Suzanne Fallender, Director, CSR Strategy & Communication, Intel
Beth Holzman, Manager, CSR Strategy, Timberland
Maggie Kohn, Director CSR, Merck
Mike Lawrence, Chief Reputation Officer, Cone
Nancy Lublin, CEO, DoSomething.org & Founder, Dress for Success
Michael Muyot, President & Founder, CRD Analytics
Fabian Pattberg, Founder, Sustainability Forum
Joe Sibilia, CEO, CSRwire
Dave Stangis, Vice President, Sustainability, Campbell's Soup
Sue Stephenson, Vice President, Community Footprints, The Ritz-Carlton Hotel Company
Julie Urlaub, Managing Partner, The Taiga Company
Mike Wallace, Director of Sustainability Reporting, GRI
Cynthia Walsh, Executive Director, Marketing, SELF Magazine
And more!

See you there!

Sustainability as a Profit Center

Wednesday, January 13, 2010 by Julie Urlaub

In the face of increasing public eco awareness and widespread media coverage businesses can no longer ignore the opportunities, concerns and risks posed by not having a sustainable business strategy. Business sustainability is now both a top-line and bottom-line company focus. Companies are implementing business sustainability plans that target revenue as well as cost reduction.

According to an Aberdeen Group study, The ROI of Sustainability: Making the Business Case, top performing organizations view sustainability as a "must have" strategy for long term business viability and success. The top drivers for business sustainability implementation identified in the study include:

•    Desire for Social and Environmental Stewardship – 56%
•    Increase or Maintain Brand Reputation – 48%
•    Need for a Competitive Advantage – 46%
•    Stakeholder Pressure – 29%
•    Rising Energy Costs – 22%
•    Present or Expected Regulatory Compliance Mandates – 22%

While these drivers are appealing, business sustainability is best appreciated when viewed through the lens of your business. Consider how business sustainability programs can help your business to improve sales, grow your business and differentiate your business from the competition.

Reduce business cost:
Sustainable business strategies of waste reduction, energy efficiency, and other operational efficiency measures reduce costs and enable competitiveness.   By adding general eco awareness or simply incorporating a few sustainability concepts into and existing supply chain as best practices, companies can proactively address supply stability and quality issues from a different perspective.

Improve Sales:
Business reputation matters. Developing and delivering commercially successful products and services that build customer loyalty are essential in today’s markets.
•    Integrate sustainability concepts into product and service development
•    Shift sustainability from a cost add-on to a value driver
•    Change perceptions to build stronger brands
The result: increase sales, new revenue streams, improved brand loyalty.

Stay ahead of the curve:
The Environmental Protection Agency has stated that greenhouse gases pose a danger to human health and the environment, paving the way for regulation of carbon dioxide emissions from vehicles, power plants, factories refineries and other major sources.   As a result, it has become critical for many companies to have comprehensive business sustainability strategies to address emissions.

Integrating sustainability concepts into core business functions makes companies more nimble in this fast-changing world. It makes brands more attractive to consumers and retailers, and its management more respected by employees and the financial markets. In short, the drivers for improved business sustainability equate to improved performance.