Lorna Li | Green Marketing 2.0

Last week’s Net Tuesday in San Francisco featured Maryrose Dunton, the Head of User Experience at YouTube,, who spoke about YouTube’s Nonprofit Program.The YouTube Nonprofit Program, is an in-kind donation by YouTube to the nonprofit sector that’s worth about $20 million. Currently available to established 501(c)(3)s, YouTube offers participating nonprofits:

• A premium branded channel - some environmental nonprofits that have done a good job with this include Friends of the Earth and Defenders of Wildlife. The ability to upload videos of any length. Currently the limit on video length is 10 minutes.

• Rotation into the “Promoted Videos” section on YouTube’s homepage.
• Listing in the Nonprofit Channels and Nonprofit Video areas
• The ability to collect donations using Google Checkout (with no processing fee).
• The option to participate in the user partner program, which allows you to show partner ads on video - and share the ad revenue. However, there is currently no way to filter ads, which may not work for some organizations.

YouTube has 30 million visitors daily and over 100 million videos are viewed each day. By connecting nonprofits to the world’s largest online video community, the YouTube Nonprofit program will allow these organizations tap into a significant pool of potential small donors. While large nonprofits are able to receive 10-15% of donations from online fundraising, smaller organizations have the most difficulty establishing a web presence. By offering a dedicated channel on YouTube, YouTube’s Nonprofit Program hopes to empower smaller organizations to significantly expand their reach. Now its just the matter of these, often, short-staffed nonprofits finding the manpower to manage their YouTube presence.

YouTube Best Practices for Nonprofits

Maryrose recommended these tips to help nonprofits engage successfully with the YouTube community:

1. Keep it fresh, keep it short. Best not longer than 10 minutes

2. Be genuine, no public service announcements (PSAs)

3. Engage and interact with the community - have a dialogue, allow people to post video comments, be sure to respond to comments
4. Create a call to action

5. Invest in your channel - update content, make sure links and videos work

7. Do not fear comments, ratings, related videos - while you can moderate user engagement, do not disable the commenting or rating features as this tends to upset the community

New Plans for Nonprofits on YouTube

New developments coming down the pipeline include:

1. Extending the program to include international nonprofits.

2. Incorporating more calls to action that are important to nonprofits, petitions, signup forms.

3. Improving nonprofit discovery on YouTube’s website.

Technorati Tags: maryrose dunton, net tuesday, net2, youtube nonprofit program, youtube nonprofit channel, lorna li

Starbucks Ideas has been live for about 2 weeks and already customers have had plenty to say about what they expect from the world’s largest chain of coffee shops.

The move to launch a website that allows anyone to post ideas about how Starbucks can improve its service offering is part of an increasing trend by companies to use social networking applications to better improve communication with their customers. This move may be the best way for the struggling coffee maker to quickly turn its business around.

Starbucks Ideas is not a true social network play, rather is an an interactive forum where people can vet their best ideas in a manner much like Digg. Starbucks Ideas is powered by Salesforce.com and is the same social platform that powers Dell’s Ideastorm which won PR Innovation of the Year 2008.

Already, Starbucks has moved to implement the top two customer requests: free coffee for frequent buyers and universal free wi-fi, which is finally (woot, woot!) coming soon in Spring 2008. The thought that a multinational global corporation like Starbucks would be so responsive to the voice of its customers is encouraging indeed.

Can Customers Make Starbucks Become More Environmentally Responsible?

As I surfed through several pages of Starbucks Ideas I was struck by the number of requests for a Greener Starbucks. Below is a list of suggestions and comments that would Starbucks make a better environmental citizen, all of which I voted on:

Stop Trashing Empty Cards

We don’t need any more plastic in the trash. Rather than suggesting trashing an empty starbucks card, give people a 25 cent credit…for refilling it. To make it affordable, how about….

Re-fill your card…at $20 level…get $20.25 on the card.

Re fill at the $50 level…get $51.00 on the card.

Re fill at the $100 level…get $103.oo on the card, or get the $100…and your current single drink order free.

More on the plastic…less plastic in the trash.

Sell Reusable Sleeves

I have recently had customers who come in with their own rubber sleeves for their cups. They tell me they purchased them from Bed Bath and Beyond. They prefer to use them as the grip is more secure and they are helping preserve the trees. Starbucks should have these manufatured with the company logo and sell them for a really reasonable price point so we could also help save the trees etc

Recycle!

Recycle! Become greener!

Recycle In Stores

It concerns me that we do not have recycle bins in our stores. In Seattle, and in most large cities the opportunity to help the environment by recycling is readily available in our homes and many business. I would like to see Starbucks stores embrace this as well by providing Glass, plastice and compost waste in containers in all stores.

Recycle the Waste in the Back of Your Stores

I don’t think Starbucks has shown a real connection between environmental health and human health. Here is why: My local Starbucks produces a tremendous amount of garbage everyday and nearly none of it is recycled. Nearly all the store waste is thrown out and put in the garbage and taken to the landfill. Recycle the waste in the back end of ALL your stores. It goes beyond the polish of the front end and sales. Make it a real effort to connect environmental health and human health. Thank you.

Reusable Cups

I use my Starbucks reusable travel mug almost every time I order and this is what I often see:

- 99% of the time I don’t get the mug discount,

- some baristas have no real clue what to do with it,

- they stick a disposable cup inside it to take down the order and then throw the disposable cup away (I’ve seen stickers but they seem to be out of them a lot).

We need more people to use the mugs and reduce the number of disposable cups used. Push the sale of them (make them cheaper - why not just $5?) and then train staff on how to handle the cups!

Locally sourced (organic) baked goods

Offer locally sourced (organic or not) high quality baked goods similar to some of the baked goods Whole Foods offers, instead of the nationally consistent scones, cookies, pastries, cakes, and breads offered now. This sacrifices some of the national consistency now in place (though there is some variance already) but brings better quality, better tasting food to Starbucks, supports the local community, and elevates Starbucks above other coffee outlets (national outlets now also serving coffee) by cranking up the quality level and local community/local business tie ins. As a result, Starbucks will feel more like a local coffee store again rather than some big national chain.

Biodegradable drink and food containers - Yeah!

Replace plastic containers for cold drinks, straws, salads etc. with those made of biodegradable polylactic acid or polylactide (PLA). These are readily available and currently in use by forward-thinking entities like Paul Newman’s “Newman’s Own” products.

Fair Trade Coffee

I think that Starbucks should switch to only selling and brewing coffee, lattes … with only fair trade coffee. Fair trade coffee costs the consumer no more than regular coffee and still gives the coffee grower a fair price for their coffee. In return these coffee growers use organic means to grow their coffee making it environmentally friendly. That is why I would like to see Starbucks switch to only selling fair trade coffee.

Real Fruit Smoothies

real fruit smoothies

Porcelain Cups

When I first started going to Starbucks, they used to ask here or to go, and if “here” you’d get a porcelain mug of various sizes. Would that be cheaper than buying all those paper cups. Too much washing dishes?

Corporate Social Responsibility at Starbucks

I’ve seen Starbucks come a long way. Since 1999, when it was assailed by numerous activist groups upset with the company’s fair-trade policies, labor relations, and environmental impact during the WTO talks in Seattle, Starbucks has evolved with a commendable corporate social responsibility program.

The mission of Starbucks’ CSR program is to work daily with partners (employees), suppliers and farmers to help create a more sustainable approach to high-quality coffee production, to help build stronger local communities, to minimize their environmental footprint and to be responsive to customers health and wellness needs.

In 2005, Starbucks received The World Environment Center’s 21st Annual Gold Medal for International Corporate Achievement in Sustainable Development, where it was recognized for its leadership in sustainable development within the specialty coffee industry.
From www.greenbiz.com:

In particular, WEC commends the company’s development of Coffee and Farmer Equity (C.A.F.E.) Practices, a set of environmentally, socially and economically responsible coffee buying guidelines created in conjunction with Conservation International that are designed to contribute positively to the livelihoods of coffee farmers while placing an emphasis on environmental conservation and supply chain transparency.

According to Calvert Funds’ December 2007 edition of Socially Responsible Investing News, in “Calvert’s view, Starbucks Corp. remains an industry leader with significant and progressive programs on renewable energy and the environment as well as workplace diversity and safety.”

While many love to hate Starbucks, I would point out that, over the past decade, Starbucks has proved to be more socially responsible than many other multinational corporations of equal reach and caliber. My Starbucks Idea is simply another way in which the company has demonstrated a willingness to address public opinion, even if its primary motivation is maintaining competitive advantage.

The power of social media for social innovation is evident. If consumers are vocal enough about Starbucks’ environmental impact, Starbucks Ideas may indeed be the catalyst to a Greener, more earth-friendly Starbucks.

Technorati Tags: starbucks, starbucks ideas, web 2.0, salesforce.com, corporate social responsibility, csr, social innovation, social media, social networking, green business, environmental sustainability, lorna li

by Christophe Poizat

This article was submitted to me by Christophe Poizat, the founder of the International Network of Social Entrepreneurs, who, using the social web and guerrilla marketing tactics, has single-handedly created the word’s largest Web 2.0 network of social entrepreneurs.

We Won’t Be Doing Much Business On A Dead Planet

It is a sad but true fact: we won’t be doing much business on a dead planet. The pristine beauty of our planet is at risk of being destroyed. What has taken hundreds of millions of years to elaborate could be forever gone within a few decades because of the negative impact of the human species has on planet Earth.

Because we have been cumulatively oblivious in responding appropriately to the harsh impact our way of living has had on our environments, we now find ourselves in the middle of a crisis where our survival is at stake. Never before has the planet been in greater danger. Never before has an immediate remediation been so critically needed and so vital for our future.

All the global issues we are facing must be immediately and collectively addressed. Even if it costs a few points of economic growth, we ought to find new ways of producing goods, new ways of consuming goods, new ways of conceiving and conducting our business activities and new ways of recycling waste in larger quantities. We must act together, as one family! If we don’t act now, we will soon face the risk of extinction. It is not being pessimistic, it is simply being realistic.

Fortunately, there has been a shift of consciousness in the last few years and many people now realize something must be done to urgently address all the global issues we are facing. We know we must eliminate extreme poverty. We know we must provide education on a larger scale. We know we must use natural resources more wisely. We know we must reduce our carbon footprint. We know we must work together in our everyday lives toward building a more sustainable model. We must act on the largest possible scale and in the shortest amount of time for maximum efficiency.

Today is the day! We must act now!

The world is in dire need of a new paradigm to bring more happiness to the largest possible number of people. We need to find and make more peace within ourselves before the world will be at peace. We must stop admiring values that are vacuous and people that propound and profit from them. Enough of those false values that lead to the delusion and destruction of entire generations. We must restore a community of shared values.

We don’t need to invent anything, only rediscover and rejuvenate what assured the survival of our ancestors, what provided a true, shared joy. We must evolve spiritually. We can’t afford to stagnate at this stage of the evolutionary process much longer. Sainthood for a handful of people is not what we are after. What we are after is a global shift of consciousness. It will happen when more people awaken and unite their hearts and spirits.

It will happen when people regardless of creed, color, religion walk hand-in-hand knowing that we are one family - the human family. It will happen when more people realize that when something negative happens on the planet or to a community or in our daily life we all suffer from the consequences. It will happen when we consciously reconnect with the core of our human nature and exercise our birth rights which makes us co-creators of our destiny.

191 countries, members of the United Nations, signed the UN Millennium Resolution in 2002 which aims to eradicate extreme poverty by 2015. However, there is still an incredible amount of money spent on war around the world. Today is the time to transcend our differences and unite our energies to solve our many challenging issues.

Does it really matter to become the number one company in any given market at the expense of our common wealth and the well-being of the world?

Every day, more than 1,000 children die because they didn’t get a 15-cent measles vaccine. Almost 3 billion people around the world live on less than $2 per day. This is not acceptable. Have we really tried our very best? Governments play their myopic power games while millions of people die of malnutrition, curable diseases, lack of water and the consequences of greed, avarice and ignorance.

The solutions will not come and have not come from governments alone (if at all). The solutions will come from entrepreneurs - social entrepreneurs. A social entrepreneur is someone who recognizes a social problem and uses entrepreneurial principles to organize, create, and manage a venture to make social change that is sustainable and for the highest good of humanity. (adapted from Wikipedia’s definition).

Social entrepreneurs have the collective power to make a real difference in today’s world and can have a decisive impact for generations to come. Social entrepreneurs have the collective responsibility to take on - one by one - all the challenges humanity faces.

When the performance of traditional entrepreneurs is measured in terms of profitability, the performance of social entrepreneurs is measured in terms of the positive impact they have on society. Social entrepreneurs measure their success in terms of the contribution made toward resolving all the global issues currently threatening the planet and humanity as a whole - one by one.

It is imperative to encourage social entrepreneurship and to inspire younger generations by instilling the spirit of social entrepreneurship worldwide. As long as we keep measuring our progress in terms of financial and geographic profitability alone, we will continue to miss our essential imperatives. We will continue to fail collectively with consequences that are seriously threatening the survival of our planet and the future of humanity.

Social Entrepreneurship can change the world and can provide a better world for generations to come. Today is the day! We are one - one family, the human family. Now is the time to join in and do good works. Not convinced? Always remember, we won’t be doing much business on a dead planet.

About Christophe Poizat

Christophe Poizat is a professional dreamer, a social entrepreneur, guerrilla marketer, mentor, business coach, speaker, author with 20+ years of international consulting experience who has lived on four continents; for more details, visit: http://christophepoizat.com

Christophe is also the founder and administrator of the International Network of Social Entrepreneurs, a global Web 2.0 community for Social Entrepreneurs to connect, share, collaborate and promote social entrepreneurship worldwide. For more details, visit: http://inse.collectivex.com

Technorati Tags: christophe poizat, international network for social entrepreneurs, inse, social entrepreneurship, social enterprise, sustainability, web 2.0

On October 9th, Steve Miller, Product Manager Google Earth, gave a presentation for Net Tuesday on Google Earth Outreach - a program that enables nonprofits and NGOs to use Google Earth and other geo-spatial applications to tell their stories.

Steve highlighted a number of organizations that leveraged Google Earth to tell their stories in effective, compelling ways, starting with the organization that inspired the creation of the Google Earth Outreach program.

Google Earth Outreach got started because Steve’s friend Rebecca Moore, a passionate environmentalist, was involved with Neighbors Against Irresponsible Logging, a community group that was fighting to protect the from the San Jose Water Company’s proposed logging operations with Big Creek Lumber.

Residents were mailed a legal notice and vague black and white map of the area affected by the “proposed timber harvest.” Rebecca decided to create an alternative map on Google Earth to outline areas that the logging concession would affect and school districts that would be impacted by logging.

Google Earth Outreach is particular useful to NGOs and nonprofits that have multiple program locations as it enables them to organize information about each program and keep track of them geographically.

For example, the U.S. Memorial Holocaust Museum created Crisis in Darfur an interactive map of the genocide conflict in Western Sudan.

Damaged and destroyed villages are indicated with clickable orange and red flame icons that pop up a description of the village, and additional information like photos and testimonials. Top-line presentation is simple, but additional resources are available for those who want to learn more. Each window links back to the US Holocaust Memorial Museaum website.

Appalachian Voices, partnered with Google Earth to raise awareness about about mountaintop removal coal mining in the Appalachian mountains. By creating compelling presence and providing valuable information, Appalachian Voices succeeded in driving a large volume of traffic to their site and generating public awareness about their projects.

Some Google Earth best practices they employed included:

• A User’s Guide, which they placed front and center, which gives a site content overview and explains the meaning of different colors and icons

• Historical overlays of the region, combined with imagery - which presents a very compelling picture of the environmental damage caused by mountaintop removal coal mining

• Consistently placed icons to show where you can download additional data

• A Call to Action - which was to sign a petition

The results?

Within the first 10 days Appalachian voices received 10,000 signatures from all 50 states

Other product features that Steve highlighted were:

• Customization of placemark descriptions

• Photo uploads and video embedding

• Time span documentation, such as this graphical representation of world population growth.

Google provides extensive tutorials on how to use Google Earth’s powerful features. In addition, they offer a grant program which provides qualifying organization access to use Google Earth Pro, valued at $400 a license, which includes:

• Higher resolution printing

• Video-making capability - record videos

• The ability to import more data

For more information about Google Earth, visit, the Google Earth Blog. For more information about Net2 and Web 2.0 technologies that empower social change, visit the Net2 blog.

[google, google earth, google earth outreach, u.s. memorial holocaust museum, crisis in darfur, nail, Neighbors Against Irresponsible Logging, Appalachian Voices environmental activism, social activism, Rebecca Moore, Steve Miller, net tuesday, netsquared, net2, lorna li[/tags]

I have to admit, as much as I preach about the environment, I harbor an awful, nagging sensation deep down inside that I am not as sustainable as I’d like to be.

I routinely leave my home in a mad morning rush for work, forgetting to shut off the ceiling fan. I agonize over which is worse, tossing out clear plastic bags, or using water to wash them. My laptop is on 24/7. The microwave I never use is perpetually plugged in. In fact, every single electronic item I own seems to be plugged in, always. I realize I have too many electronic gadgets that I dread to imagine buried in a landfill. I also happen to love international travel - and I know that no matter how eco I am, the jet fuel gets me every time.

I hope and pray to meet someone who can take me by the hand and Make Me Sustainable.

Fortunately, there’s now a Web 2.0 application that can help make us all be sustainable. Make Me Sustainable is a Web site that calculates your carbon footprint and allows you to set goals and take actions that will reduce your ecological impact.

You start off by selecting some basic indicators about your home and transportation. It then calculates your carbon footprint and energy costs.

What’s interesting is that its calculator, or Carbon and Energy Portfolio Manager (CEPM), will track monetary savings incurred through footprint reducing actions, as well as calculate your carbon reduction per year in tons. Even niftier, to highlight your real-world impact, it translates your reductions into estimated number of trees saved and number of cars taken off the road.

According to the Energy Information Administration (EIA), the average American’s carbon emission is 20 tons. In order to offset 20 tons of carbon, 1,263 American motorists would have to stop driving for one day.

Even with 3 long international flights a year, at 7.9 tons, perhaps I’m not so bad after all.

Technorati Tags: make me sustainable, carbon and energy portfolio manager, sustainability, ecological footprint reduction, carbon footprint, lorna li

It’s been a few months since I’ve been writing for a tech blog called bub.blicio.us - covering the social economy. My job, primarily, is to cover the SF Bay Area tech parties and blog about recently funded startups.

In addition to discovering what’s cool about certain emerging technologies and statups, I find myself uncovering patterns, researching trends, revisiting topical themes discussed in the SF Bay Area tech cocktail circuit.

Today’s topical theme is “Social”. It occurred to me that I write for a tech blog whose tagline is “Covering the Social Economy”. However, I realized that I wasn’t entirely sure what that meant in the context of all the tech partying we do. So I decided to turn to Wikipedia for guidance.

What is the Social Economy?

Economies are loosely comprised of three sectors:

1. the business private sector - which is privately owned and profit-motivated.
2. the public sector - which is owned by the state
3. the social economy - which includes a wide range of community, nonprofit, and voluntary endeavors.

According to Wikipedia, the social economy can be further divided into 3 subcategories:

1. the community sector - organizations that are active at the community level, such as community associations, civic societies and neighborhood watch
2. the voluntary sector - charities, nonprofits and nongovermental organizations (NGOs) that are supported by substantial voluntary effort
3. the social enterprise sector - businesses with a social mission, whose profit orientation is motivated by achieving social objectives rather than by profit maximization for shareholders

I looked at a few more websites that were coming up for the keyword “social economy“. What struck me is that this definition of “social economy” - community-oriented and supported economic activities that thrive on a social mission - seemed to be a predominantly European interpretation of a concept explored in top U.S. business schools called “social innovaton”.

What is Social Innovation?

Social innovation refers to strategies, concepts, organizations that meet social needs of all kinds and strengthen civil society. Examples of social innovation include micro-credit financing in Third World Countries, earned income strategies in nonprofit management, zero-waste/closed loop industrial systems, socially responsible business and corporate social responsibility.

Social innovation is a business management track explored by top U.S. B-schools such as Stanford, Harvard, and Berkeley. The Stanford Social Innovation Review is an excellent resource for understanding this wide-ranging topic.

Social innovation touches upon social entrepreneurship, another topic dear to my heart. Social enrepreneurship refers to the use of business entrepreneurial principles to organize, create, and manage a venture that can impact social change in economically measurable ways. This metric is called the social return on investment (SROI) of the social enterprise. Great organizations that support and explore social entrepreneurship include the Social Venture Network, Ashoka, the Skoll Foundation, and Social Enterprise Alliance, to name a few.

But what does all this have to do with the SF Bay Area technology sector? Allow me to tie this in with another hot topic these days - social media.

What is Social Media?

I spent months sipping cocktails with social media experts in the SF Bay Area before I even began to get a glimmer of what social media was all about, and why it is so cool. Let me go back to the social media application that I refer to for all my information needs - Wikipedia.

The Wikipedia entry for social media is astoundingly brief - I can’t believe that none of the tech-savvy, Web 2.0 social media pundits in the SF Bay Area have gotten to Wikipedia yet. According to Wikipedia, social media describes online technologies and practices that people use to share opinions, insights, experiences and perspectives with each other.

Prominent examples of social media applications include sites that enable social networking (MySpace, Facebook), video sharing (YouTube, Grouper, Revver), photosharing (Flickr, Photobucket), music sharing (Last.fm), news sharing (Digg) and social bookmarking(Del.icio.us).

Blogs, message boards, podcasts, vlogs, wikis are all examples of social media technologies.

Social media differs from traditional media in that it enables interaction and dialogue its users, and can be entirely self sustaining (informationally) through user-generated content.Social media relies heavily on democratic principles that allow anyone to promote anything from videos and news stories, to music and photos. Social media is a force to be reckoned with, as it has the awesome potential to democratize society by placing the power of information back into the hands of civil society through citizen journalism. It can harnass the wisdom of crowds and create community in unprecedented ways.

Social Media and the Web 2.0 Revolution

Social media is often used interchangeably with Web 2.0, or the “participatory Web”. Web 2.0 refers to a second generation of Web-based services and technologies that has catalyzed a paradigm shift in the Internet as a platform, and in the way that people on the Web interact with each other.

Stowe Boyd, friend and expert on building social applications, describes the Web 2.0 Revolution this way:

“A new category of software is emerging, software intended to augment social systems. Not to change the company inadvertantly, like email did, when the electronic analogue of interoffice mail became something else, grew into something else by changing the way people communicated, and led to a change in the structure of the company. No this new generation of software is intentional , designed from the start to guide human behavior into new paths and patterns, to counter prevailing ways of interaction. I call these social tools: software intended to shape culture.”

What Does Social Media have to do with the Social Economy?

In the SF Bay Area, many would say that the “social economy” refers to the economy of the social web and emerging social media technologies, rather than “social innovation” or “social enterprise”.

I would like to mash together these definitions and explore the very interesting intersection of social media and social innovation. Or call it new media in the social economy, if you will.

The use of social media technologies to meet social needs, empower civil society, fight global warming will have a huge impact on raising citizen awareness and activism. Already, a number of sites have emerged, with the ability, if not, the express intention to impact positive social change.

Change.org is a social network for hundreds of social causes and over 1 million nonprofit organizations.

LinkedIn For Good aims to profile outstanding nonprofit organizations and enable visitors to donate directly via the new nonprofit pages featured on LinkedIn. They are also offering free job postings to registered nonprofit organizations to support their hiring needs.

Ning allows you to create a social network about anything for free. Ning’s robust technology allows you to drag and drop all kinds of content (video, RSS feeds, photos, and more) to make your site a rich, rewarding place for your fans to hang out. Given the high costs and headaches of building a social network in-house, nonprofits would do well to create a Ning community for their members. Not only can organization members, donors, volunteers and supporters meet and communicate with each other online, nonprofits can update the community on new programs, fundraising drives, news, and events.

Ning is a great way to find other people interested in the same issues, because, chances are, someone has already created a Ning social network for it, such as
The Bay Area Clean Technology Network

WiserEarth is a project of Paul Hawken’s Natural Capitalism Institute. WiserEarth is an open source, community-editable international directory and networking forum that maps, links and empowers the largest movement in the world – the hundreds of thousands of organizations within civil society that address social justice, poverty, and the environment.

WiserEarth is essentially a structured wiki with a comprehensive taxonomy that makes it the most advanced search tool available in the environmental and social justice fields. Social entrepreneurs, students, scientists, consultants and volunteers can construct personal profiles, which creates visibility for them, while organizations will be able to access a broader pool of prospective talent. Grassroots groups that do not have a web presence visibility and access can benefit enormously from a listing on WiserEarth.

In upcoming posts, I will explore some of these sites in depth, and share ways in which they can be leveraged for maximum visibility of your social cause, organization, and the activist you.

Technorati Tags: social innovation, social economy, social activism, social media, social media applications, participatory web, Web 2.0, green 2.0, ning, change.org, wiser earth, linkedin for good, lorna li