One thing I can’t resist is an ambitious project. As a marketer, if there is a groundswell for something that I believe in or find interesting, I am highly likely to try and be a part of it. That’s why I join all sorts of groups, and why I try to lend my voice to causes that I believe are worthwhile. The latest effort that I have been looking forward to being part of is also the reason why I’m posting twice in a single day … something I don’t usually do. Today is Blog Action Day – something I have been promoting on the sidebar of my blog for several weeks now.
The aim of the project is to collect together all kinds of bloggers to talk about the environment. The site featured a very smart way of letting bloggers sign up early and attaches a currency to being first in how all the blog participants are listed (in order of joining rather than by size of blog – so I’m in the 4001 to 5000 list). The built in measurement of the site is also done through aggregating the readers via RSS, which they planned for by requesting the RSS link for every blog that wanted to participate when you signed up. So far, it’s a brilliant model for how to run a blog centric social marketing campaign – and the results are stellar so far. The site boasts more than 15,000 blogs participating with an aggregated RSS reach of more than 12 million readers, and is publishing real time updates on buzz on the Blog Action Day blog.
Let’s consider this reach for a moment. One of the big measurement challenges in blogging is to equate an RSS reader with a regular old impression. Impressions are typically measured on a monthly basis and multiplied out. RSS readers are individual readers and therefore far more accurate. I happen to believe an RSS reader is more involved than a regular impression as well – but how much more? Even if you conservatively say it is worth 2x as much, this gives the reach of Blog Action day nearly 25 million readers. On a single day. That’s pretty impressive.
But the point of this post is to talk about the reach but to talk about the environment. My original thought was to come up with something new to say about it … but while I was live blogging at the Corporate Climate Response event a few months ago, I published a post about tips for eating differently to impact climate change. That’s my contribution for Blog Action Day, republished below:
7 Tips on Eating Differently To Impact Climate Change
During a session run by Tara Garnett from the Food Climate Research Network at the Corporate Climate Response Conference, she shared a wide range of interesting research that was likely difficult for most participants to absorb quickly enough (and extremely difficult to keep up with for blogging purposes!). Luckily, FCRN has a fantastic research archive published online at their website and also provide links to an assortment of research from other groups collected into a single archive. One of the more interesting points Garnett raised was what steps regular consumers could take in order to change their own eating habits to make an impact on CO2 emissions. This is often a little talked about topic, and as Garnett noted, it is notoriously difficult to ask consumers to do – mostly because of the huge cultural significance of food and the difficulty of sacrifice. For many consumers, however, it may simply be a lack of information. For all of them, here are 7 tips Garnett shared about ways you can change your eating habits to have an impact:
- Change the balance of what you eat (less meat and dairy, “lower down” on the food chain)
- Choose seasonal field grown foods (require less storage, heating & transport)
- Do not eat or purchase certain foods (including foods that are hothoused or those that are air freighted)
- Reduce your dependence on the “cold chain” (get rid of the second freezer, choose less processed robust foods and do more frequent non car-based shopping)
- Waste less food (improve your “food turnover” to eat what you buy sooner and reduce wastage)
- Cook more efficiently (cook for more people and for several days at a time, use the oven less frequently)
- Redefine your ideal for quality (be willing to accept variability in quality and supply
In addition to this post, here are a few other posts from this blog over the past year which may hopefully inspire your thinking and perhaps even inspire some action:
"Greenest Hits" From Influential Marketing Blog:
- The Greenest Sports Event on Earth
- The Marketing of "An Inconvenient Truth"
- Live Earth Includes DC, Thanks To The Native Americans
- One Hour No Power Campaign – And Other Ways to Save the World
- Wikimapia, Google’s Green Summer and Marketing Mashups
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