green my apple 1
DESCRIPTION
Steve Bridger discusses Apple and Greenpeace at cScape's 'Winners and Losers in a Troubled Economy' book launch.TRANSCRIPT
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Story
Green My AppleSteve Bridgernfp2
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www.flickr.com/photos/66025621@N00/449840024/
Steve BridgerSteve Bridger
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The CharactersThe Characters
AppleApple GreenpeaceGreenpeace
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How do you frame criticism of Apple
without smearing the community you most
need to influence?
The Challenge...
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Greenpeace decided to use Apple's greatest strength – their customers’ loyalty
Greenpeace decided to use Apple's greatest strength – their customers’ loyalty
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www.flickr.com/photos/giona/sets/72157601099650712/
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“People are the killer app of the web”Google’s David Glazer, March 2008
“People are the killer app of the web”Google’s David Glazer, March 2008
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www.apple.com/hotnews/agreenerapple/
People power begins to bear fruit...People power begins to bear fruit...2 May 20072 May 2007
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Give people what they want – appeal to their idealsGive people what they want – appeal to their ideals
Trust them to do good & reward good contributionsTrust them to do good & reward good contributions
Reassure with language, tone and calls to actionReassure with language, tone and calls to action
Old: Join us because we kick ass Old: Join us because we kick ass
New: Join us because we want you to kick ass New: Join us because we want you to kick ass
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Thank you
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Download book for free at www.winners-and-losers-in-a-troubled-economy.com