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Intro

Intro. How it works. Your car emits about 5 tons of CO2 every year. You buy a TerraPass. TerraPass funds clean energy projects that reduce CO2. Your driving is “carbon balanced”. The problem:. No money,. no technical team,. no awareness,. selling an intangible product.

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Intro

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Presentation Transcript

  1. Intro

  2. How it works Your car emits about 5 tons of CO2 every year You buy a TerraPass TerraPass funds clean energy projects that reduce CO2 Your driving is “carbon balanced”

  3. The problem: No money, no technical team, no awareness, selling an intangible product to a skeptical audience

  4. SEO & PR The goal: Figure out a cheap way to reach, engage, and develop an ongoing relationship with a niche audience The goal Rich content Social media WOM

  5. Terrablog & newsletter

  6. Email is king

  7. Newsletter

  8. Metrics

  9. Costs • MoveableType: $99 • Constant Contact: $60/mo • iStockPhoto: $1/photo • Image editor: free • Google Analytics: free • BlogBeat: free

  10. PR

  11. Media crossovers

  12. Media crossovers 2 NYT

  13. SEO

  14. Long tail of search queries “…single-use queries accounted for three times as much traffic as the top 10 queries…” - Jakob Nielsen

  15. Multiword queries 40% 80% Source: http://www.useit.com/alertbox/traffic_logs.html

  16. “Carbon content ethanol” - #3“Heat climate change” - #9“TV standby” - #4

  17. Word of mouth advertising

  18. WOM advertising

  19. Looking ahead

  20. Fin

  21. TerraPass decal

  22. Rich content & social media = email & blogging

  23. Technorati link growth

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