Green
Green social networking tools and topics
If an ideal digital tool to go green exists, it is social networking. Drivers who are looking to lower their carbon footprint or just save some money on gas have access to a number of networking tools popping up online to help the cause.
One example is the Facebook Carpool application where users can find ride-sharing partners. They can view ride sharing in their network, search for rides, submit requests, track miles, check Google Maps and read profiles of carpoolers.
Another example supporting carpooling is GoLoco, which was created by Robin Chase, co-founder of Zipcar, to connect drivers with passengers and cut down on the number of cars on the road. While GoLoco also exists as a Faceback app, there is a central website at www.GoLoco.org
But social networking is not just for ride-sharing logistics. Experiences like Facebook are also a great way to find others to join the common cause and automotive manufacturers are beginning to sponsor the discussion within social networking environments. Just last month Toyota announced that it would give $50,000 to the Arbor Day Foundation toward the Tree Planter Facebook application. This allowed the first 50,000 Facebook users to gift trees to friends with Toyota making the $1 donation to cover the cost of the gift.
For every Facebook app or MySpace page there is also an individual website or two where like-minded users can chat about the virtues of being green. Even homegrown efforts have captured the attention of leaders in the automotive industry. Lyle Dennis, who runs the GM Volt site set up a townhall-style meeting during the New York auto show where GM Volt supporters could ask questions of GM engineers and execs.
What does this mean for automakers and automotive marketers?
If eco-friendliness is an important brand value, marketers can choose from a host tactics to encourage additional networking among green fans. The audience expects authenticity from any corporate supporter of the cause. Marketers that can pass that test could:
- Build a better tool: Find a need within the community and fill it
- Tie existing owner experiences to these communities: Pull social modules into OEM owner sites and vice versa
- Give data: OEM’s have access to data that may truly help consumer make decisions and improve activities related to issues like emissions and fuel economy. Share the knowledge.
- Give insight: Say what you’ve researched to spark more conversation.
- Help in any way you can, authentically.
Related links:
Hybrid Synergy Drive Community
Yokohoma’s, Eco Treadsetters
