For the past two days, I attended the Inbound Marketing Summit at Gillette Stadium, the home of the New England Patriots - the best NFL team of the ERA.  Sorry Larry and other non - Boston sports fans.  I had to add that.  

The event talked about ways to help improve marketing effectiveness and ultimately sell more.    Over the course of the next week, I intend to share some nuggets that I found were very valuable during the two days.

What should come as no surprise to anyone is that many environmental professionals are trying to figure out new and innovative ways to generate marketing exposure, leads, and sales.  Our market has changed - as have most.  However, as a whole, the environmental professional - consultants, lenders, attorneys, geologists, etc. are a little slower to adopt social media than other markets, such as the retail, travel, and technology industry.  Why?  Those industries are generally early adopters - and they are seeing the fruits of their labor and commitment.  Once the b2c markets seem to find success, b2b markets seem to follow when it comes to advances in emerging technologies.

I had the pleasure of watching a presentation about Southwest Airlines. They have made a full commitment to social media.  What does that mean?   Paula Berg, a very intelligent and inspiring social media professional at Southwest shared that it is a directive that social media will be an integrated part of the customer experience at Southwest for all new initiatives.  Seems like a pretty big commitment.  Why would they do something like that?  

First, Southwest Airlines has 750,000 twitter followers and on an average day add 7,000 new followers.    Recently, they ran a short promotion and just used social media.  What happened?  Well, this promotional approach produced the biggest sales week in the 38 year history of Southwest Airlines.  

The second thing that blew my mind was the Southwest Airlines rap video.  I live on the web, but somehow I had not seen it.  I have included the video below.  A passenger on a Southwest flight ran a video of a flight attendant who decided to mix it up a bit from the same monotonous pre-flight speech we have heard hundreds of times..  Check it out for yourself.

This Youtube video has now been seen almost 2.5 million times, has been reviewed by over 10,000 fans/customers/critics, and has received a 5 star rating on a scale of 1 (low) - 5 (highest).  The flight attendant and video has received coverage from all major media outlets and he was included recently on the Jay Leno show.

And, if that wasn't enough, there are over 7,000 customer submitted photos that have been added on the SouthWest Airlines Flickr site.   

As a result of their success, Southwest has a social media team that consists of 6-7 dedicated individuals as it is quickly becoming core to all new and emerging business.  Why? They realize that word of mouth and social media are changing marketing, sales, and ultimately customer relationships - and have now have no problem proving their case. 

We should all learn from Paula Berg and her team.    Even though most (or any) of our member firms don't have the budget of Southwest (that I am aware of), the beauty is that you don't need one to do similar things. 

Imagine if just one thing you posted on a social networking site took off and you got that type of exposure - what would that do for your business?

With so many questions and challenges concerning our energy future and climate change, domestic natural gas has taken off as a “greener” alternative to burning oil and coal. Recent advancements in drilling have vastly expanded the size of the natural gas market. Hydraulic fracturing, or fracking (also, frac’ing) as it is often referred, is the process of stimulating wells to extract natural gas (and oil). It involves breaking shale several thousand feet below the surface of the earth by injecting water, sand and chemicals at high pressures to shatter the rock and release the valuable resources. EPA projects that 20% of domestic natural gas will come from shale by 2020. However, as more and more fracking operations crop up from coast to coast, questions of their real environmental costs are also growing.

Operations spreading

Fracking has been going on in the United States for more than 50 years, but recent advancements in horizontal fracturing technology have created an explosion in the number of wells and have brought fracking east to states like New York and Pennsylvania.  In a sense, fracking has created a modern day gold rush. And because  local and state economies have been under extreme economic pressure due to the recession,  many officials  and locals have-- until recently--welcomed the added revenue from permits and taxes that move in with the drilling companies, not to mention job creation.

Fracking Fast Becoming an Environmental Hot Button

A new source of clean energy right in our own back yards, just waiting to be released? Like most things that sound too good to be true, fracking has some serious side effects. Here is my non-scientific summary of the risks. 

Chemical Releases  

The chemicals used in the water mixture that is injected into the wells is toxic, but most drilling companies will not disclose the actual make up of their concoctions, labeling them trade secrets. There are concerns about how these chemicals are handled, the impacts they are having underground, and the potential for spills on the ground when they are eventually transported to waste treatment plants.  There have been many complaints about fracking chemicals being released into drinking water supplies and because there are convenient Bush-era exclusion to water-safety regulations in the 2005 Energy Bill, fracking companies are not taking all of the precautions they could.  (Note that Halliburton is heavily involved in fracking.)

Water demand

Fracking is a very water intensive process and in areas where water supply is low, residents are concerned that operations can cause scarcity issues.

Retention ponds

Manmade retention ponds or pits are used to hold the water/chemical/sand mixture that break the shale, creating giant pools containing toxins like chloride, barium and strontium in the middle of rural lands and forests.  There have been reports of wildlife mistaking these ponds as natural bodies of water and being poisoned. In one recent story, cattle were quarantined based on concerns of sending contaminated meat to market after the animals were thought to have been drinking water from a leaking pit adjacent to the farm.   

Creation of new underground pathways

There are concerns that new underground pathways will transport not only the chemicals involved in fracking process itself, but also any other spills or plumes that happen to intersect them.

Methane gas leaks

Methane is one of the greenhouse gases that contribute to global warming. Scientists have documented that methane from fracking can leak and traveled through underground pathways and eventually be released into the atmosphere. .

Fracking Studies Underway

A 2004 study by EPA showed that fracking was not a risk to groundwater, but with the swath of complaints that have arisen lately, EPA announced in late 2009 that it will revisit this finding.  EPA is currently in the process of further defining the study that is set to take place starting this fall and into 2012 by holding public meetings in impacted areas. As Pat Coyne mentioned, one meeting that was supposed to take place in upstate New York last week was canceled when 8,000 people were expected to attend. Organizers are now working to find a larger venue for the meeting.

The growing cases related to fracking operations are quite troubling. When I think about it, I get concerned about whether there will ever be clean, safe energy! It is quite depressing and overwhelming if you let your mind wander… It will be interesting to see where this goes. With any new technology, there are unforeseen risks and it seems like we are just cracking the surface on those involved in fracking …no pun intended. Okay, I realized the pun and left it in so maybe it is intended.

What do you think? Is fracking the next big environmental issue? 

Social Media Lurkers:  They are Everywhere

This past weekend, I had the opportunity to experience South by Southwest, known to the social media crowd and those like me who use Twitter religously as #SXSW, in Austin Texas.  The one word that comes to mind to describe it is "wow".   The new technologies and ways to connect, communicate, and market our companies with customers available now and in the not too distant future are mind numbing.   And, the venture capital being put behind these new technologies confirms that investors believe in them.

A group of us with about 40+ years of social media and online community experience presented on a panel about Lurkers on Social Media sites.  As a follow up to my last post titled Social Media Lurkers:  Are They The Most Important Community Members, which has received a number of comments,  I thought I would share one of the key data points.

Attendee Feedback From SXSW  

We determined throughout a group exercise that all of us, without exception, either lurk in communities or have at one point.  Why is this important?  Over the years, the vast majority of people I know, from environmental consultants to stay-at-home parents to college students, tell me that they are not comfortable with posting.  However, they now are on social media sites regularly and feel like they don't add any value.  That could not be further from the truth.  Have you ever shared something you found valuable with your networks, perhaps over coffee, or maybe recommended a product you read about, or perhaps shared some insight on how to handle a problem?  Then, you have added value to your communities.    

In the last month, not a day goes by when a commonground member who was skeptical at first admits they are receiving tremendous value from many social media sites.  The majority still prefer to read vs participate, but two years ago we were thrilled to have 2-3 comments in a day.  Today, we have 35-50/day regularly.  For our most scenic photo contest:

• 86% of photos submitted were from members who are commonground newbies (not industry newbies)
• 88% of these members hadn't posted anything in the past 6 months
• 86% of these members had never posted anything ever before to cg -our first time posters on average have been members on cg for over 21 months and the contest enticed them to post.

To our first time posters, thank you.  For those of you who have never posted and think about whether you should, it is time to stop overanalyzing it.  Everyone I know does the same thing to a certain extent and 100% of the people in Texas, arguably the group who use social media collectively more than any group out there, are all lurkers too - without exception!

Moving forward, let's think of ourselves as "learners" consuming information in the ways that work for us.    When the time or topic is right, we just might jump into the conversation, check in on Foursquare, or sign up for Twitter account. 

For now, know that you are in good company so join the conversation when or if the time is right.  For those of you who recently have, we look forward to learning from you.

Additional Blogs and Resources from SXSW on Lurkers:

Social Media Clubhouse – What I learned lurking around the sxswlurkers hashtag

Urban Life Digital Magazine – Learning at SXSW

Corporate Executive Board – Are you neglecting your most important community members

While working your “day job” may already be taking up too much of your time, getting involved in industry organizations may be just the thing you need to advance your career. Here are my top five reasons why. 

1. Networking: Especially in highly technical fields, getting out from behind your computer or notepad can be a challenge.  But meeting new people and talking big-picture about your industry is crucial to your professional advancement. Joining professional organization in your field gives you a chance to do just that. And best of all, most organizations have local chapters so you may not even have to travel very far to get involved.
   
   
2. Learning to Lead: If it seems like you’re never going to get the management experience you’ve been craving at your company, why not give it a shot on a volunteer basis? Most organizations have boards with chair people, secretaries, treasurers and the like. Pursuing one of these roles will teach you new management skills and give you the confidence to assert yourself as a leader at your company. These titles are also great resume builders if you are looking to fill a void in your existing credentials.
   
   
3. Promoting your Brand: I know that “personal brand” sounds cliché and like something that only Mariah Carey and Kim Kardashian should be worried about, but it really is important to your career too. Your skills, knowledge, hobbies, how your present yourself, the dedication you apply to your work all contribute to your personal brand. Putting yourself in front of your colleagues reminds them of what you stand for and will likely help you land your next job.
   
   
4. Exposure to new ideas: Many companies have strong cultures that promote specific ideas and ideals. While we all see ourselves as free-thinkers, it is amazing how company culture can rub off on us.  This is especially true for new professionals or those of us who have been with the same company for many years. Talking with professionals who have different points-of-view than yours and listening to new methods of doing things can help expand your mind and improve on tasks you do every day. Plus, you’re more likely to stay ahead of “the next big thing”.
5. Expanding your influence: Take knowledge and ideas from your niche and bring them to adjacent industries. Help people think about things in new ways.  While you may be just one of hundreds of people who understands a certain concept in your niche, there are plenty of groups that would find these ideas ground breaking and impactful. Educating others about what you do is a great way to feel passion about something you may have been doing for many years. Rediscovering that feeling can bring a spark to your career.

 So get out there! Influence others, learn new things, and have fun.

What groups do you find most valuable to expanding your reach and knowledge? 

 One of the most important roles of managers is to foster the growth of their junior staff, helping them to gain footing within their company and, more broadly, within their industry.  I see mentoring not only as smart business practice for a company, but also as an employment benefit to budding professionals. With budgets (for time and money) strapped, growing your firm's future leadership may seem like something that can be put off till next quarter or next year, but it is this could be a big mistake. Employees with strong mentor-mentee relationships are more loyal and more effective than those who fly solo. One way managers and executives can help their employees reach for more is by encouraging them (and allowing them the resources) to participate in industry associations and events. Taking part in industry events boosts self-esteem, offers new perspectives, opens the door to networking opportunities and gives employees a sense of pride in their company while they are out representing their firm.

I am an active member of ASTM's E50 Committee and Membership Secretary to the E50.02 Subcommittee. ASTM is one of the world's largest standard writing bodies. It is a consensus organization   powered by volunteers who are both users and producers of the products and services that are governed by ASTM standards. In the environmental due diligence industry, these standards have major impacts on industry practices and also act as drivers for the services provided by environmental consultants. While ASTM is extremely important to the industry, the E50 Committee has had a difficult time getting members to attend meetings and participate in standard writing activities. In addition, there is a real lack of young blood in committee activities.

A group of my fellow committee members  and I are currently taking on an initiative to gain more participation from young professionals in the industry, but to do that, we need the support and encouragement of their managers. Despite the fact that billable hours will need to be sacrificed and travel expenses may need to be covered, attendance to these meetings (which are free for members) offers young professionals with a great learning experience, and also the chance to:

o   Impact industry practice;

o   Gain an insider's perspective;

o   Think critically about the way things are done now and how they should be done in the future;

o   Learn from some of the most experienced professionals in the industry; and

o   Network with colleagues, potential clients, and regulators.

Having representatives from your company attend events like ASTM also shows that your company is forward thinking and honing their future leadership for success in the years to come.

The next meeting of ASTM's E50 committee will take place at the Hyatt Regency from October 19-22. Major topics are being covered, including revisions to the E 1527 Phase I ESA standard, the creation of a new standard on building energy performance disclosure, the progress of the standard on climate change, and ballot results on the continuing obligations standard.

 I hope all of those reading this will consider attending the meeting and bringing along a promising young professional from your firm. I think you’ll be surprised how much knowledge they might have to share with the even the most seasoned industry veterans. And learning how they can affect change in their industry will likely spark loyalty and inspire young professionals to think more critically about the work they do.