We're happy to announce that we've joined the Green Chamber of Commerce. It's been a long time coming!

The Green Chamber does amazing work. They're building a community of businesses who care about the environment, who realize that pursuing profit is meaningless if we destroy our planet in the process.

In their words, they're building an "honest economy for all people and our planet". They're working towards this goal by creating a network of green businesses, supporting the development of sustainable business practices and advocating for green public policies.

That last part is important: green public policy. The traditional Chamber of Commerce has been working against agressive climate change policy, to the point that major members such as Nike, Apple and even PG&E left the organization in 2009.

The Green Chamber of Commerce advocates for smart environmental policies, of course. Its founding chapter is based in the San Francisco Bay Area, however they're expanding across the U.S. - and to some unlikely areas! The last I heard, Las Vegas and New Jersey were the possible next chapter sites. (As a Jersey girl, this made me very happy!)

I'm looking forward to getting more involved with the Green Chamber, from attending their events to presenting the latest info and tips on social media and video to other members.

Learn more about the Green Chamber of Commerce.

Sometimes everything comes together perfectly. Just weeks after touching base by e-mail and phone with aquaponics expert Susanne Friend, we're heading out this Saturday for a 10-day stay on the Big Island at her Friendly Aquaponics farm.

We'll be shooting a short documentary about her and her husband Tim Mann's work in aquaponics. They've spent the last three years studying, learning and experimenting with this food production approach that melds hydroponics (growing plants without soil) with aquaculture (raising fish in tanks).

They now sell healthy, organic produce to clients like Costco and train people from around the world in building and operating DIY and commercial aquaponics systems.

One of their top goals is to apply cutting-edge aquaponics techology to the problems of poverty, hunger and food security across the globe.

We're thrilled to get the chance to meet them and their family - along with the nine interns they have on board and the many attendees at their upcoming commercial aquaponics training.

We'll get a chance to see firsthand how a successful aquaponics farm works and what kinds of positive local and global impacts it can have both environmentally and socially.

We're also psyched to be traveling with a new camera kit that makes our production approach more fluid and effective while creating some gorgeous film-quality visuals.

Plus - We're. Going. To. Hawaii.

Probably the best work-vacation we've ever had!

Stay tuned for news, pictures and video while we're in Hawaii or upon our return. We'll be excited to share all that we've experienced with you.

How can a green business get noticed in a competitive marketplace? By creating videos that convey their unique vision and values.

Online video is fast becoming one of the most powerful ways to communicate online.

• YouTube is the #1 search engine on the web.
• Videos consistently rank in the top 3-4 results in a Google search.

Viewership is booming.

• In May 2010 alone, 183 million people watched 34 billion videos.

Green businesses are uniquely positioned to take advantage of the online video revolution. Why?

1. You're different.

The traditional business model was all about profit, profit, profit. But things are changing. A green business goes for the triple bottom line - beneficial practices for people, planet and profit.

This means you're unique - which makes you more interesting. Which means that people will want to get to know you and learn more.

But first you have to give them a compelling story to get them interested.

Here's where video comes in. Video is the ultimate storytelling tool - one that is entertaining, engaging and personal. It brings people into your world, personally introducing them to your mission, values, and products or services.

After 10 years of working with values-based businesses, I've realized that every single one has a fascinating story. There's something about a person's passion for creating a business that does good in the world that makes for an extremely compelling story.

Get started: Think about what makes your green business unique. How were you inspired to get started? Who is on your team and what are the special talents or distinctive backgrounds? What is the ultimate vision that you're trying to achieve? How do your products and services make the world a better place?

Answer these questions, and I guarantee you'll find a story that would make for the perfect video.

2. Your customers are avid consumers of online media.

According to the Natural Marketing Institute, LOHAS customers are the most active on social networks.

They're blogging, tweeting, and posting about the things they care about. And if your business is focused on health and sustainability, they want to hear about it and share it.

But it's not just "green" customers who are participating online. Social media is the #1 activity online. Facebook has 500 million active users.

And nearly 85% of Internet users watch online video.

Get started: Explore the discussions that are taking place around sustainability. Take the pulse - what are people talking about? Search on YouTube for keywords related to your business. Get keyword alerts from Google Alerts and Social Mention so you can find out what people are saying about your brand and your industry.

Watch videos relevant to your brand and find out - what stories, advice, tips or educational info is being shared - and what's missing? What can I add to the conversation?

Many green companies are small to medium-sized and find it challenging to compete with the bigger mainstream brands - especially in a traditional model that focuses on network TV, national print ads and seemingly unlimited budgets.

This is why they've always used different techniques to build a customer base - usually by creating intimate, trusted relationships.

With online media, you can find your customers, start conversations with them, and build those relationships.

A smart online video strategy is a cost-effective investment in your marketing and sales efforts. You can start with DIY videos that are simple and give clear, valuable information. When you're ready, you can move on to hiring a professional team to boost the production quality and develop a successful video concept and strategy.

Get started: What valuable information do you provide in written materials or in presentations? Can you narrow down the information to the most essential bits and put some videos together in the office?

It's simple to use a basic video camera to tape short videos, put them on YouTube and then share them on your website, blog or Facebook page.

The bottom line: If you're a green business that hasn't started using online video to boost your branding, marketing and sales efforts, now is the time to get started.

Start by identifying your unique story, exploring online discussions around your industry, and creating a simple video series with valuable advice, inspiration or information.

The new sitcom "Hot in Cleveland", starring Betty White, expertly uses social media to create a community of fans.

The show's TV Land debut garnered record ratings - attracting 4.75 million viewers - and becoming the most watched telecast ever in the network's history.

After just three episodes aired, the show was re-upped for a second season.

Some of the success is certainly due to a well-known, talented, and much-adored cast.

In addition to White, the show stars Valerie Bertinelli, Wendie Malick, and Jane Leeves as best friends who put down roots in Cleveland after getting waylayed on their way to Paris. The show is also executive produced by Emmy award winner Sean Hayes - Jack, of "Will and Grace" fame.

But don't be fooled by the talent. That's not all that's at work here.

In addition to mainstream media pushes, this show has done an outstanding job of leveraging social media to build buzz around the show, attract viewers and turn them into loyal fans.

• They started smart. Banking on the popularity of Betty White and the successful Facebook campaign to get her hosting "Saturday Night Live", initial invites to their Facebook page revolved around Betty White fandom. For a month, all of the updates (14 total) were centered on the star, with entertaining articles and updates.

• Leading up to the series debut, they kept Facebook fans connected with posts about Bertinelli's marathon run and sneak peak previews of the cast and show.

• Since the debut, they've kept fans interested with episode teasers, reminders about viewing full episodes online, behind-the-scenes stories and blooper reels. They engage viewers with videos, blog posts and tweets.

• During the LeBron James media circus, when everyone on TV and online was debating whether James would leave Cleveland for another NBA team, the "Hot in Cleveland" cast joined in with a personal video plea for him to stay in Cleveland. Betty White cheekily promised, "I'll make it worth your while."

• They're creative in the content they offer their fans. One day, they'll celebrate women feeling good about their age with a video from the cast, and another day, they'll promote a new CD of Cleveland's hottest local bands.

"Hot in Cleveland" gets it.

They're not just focusing on traditional media pushes - they're building an online audience and fan base with creative, personal and entertaining content.

Conferences can impact thousands of attendees in person, but the bigger impact can come later - if you integrate online video in your event plans.

If you're an event organizer, you're likely caught up in the adrenaline-fueled chaos of planning the big event. It's hard to focus on what will happen during the days after, besides cleaning up, tracking media mentions, paying vendors, and troubleshooting for next year.

However, creating a solid and strategic online media plan at the start can make your event's success extend far beyond the final day of on-site activities.

With online videos distributed through your social media channels, you have the opportunity to connect with attendees, sponsors and media throughout the year.

Add online video production to your plans to reap these benefits:

1. Spreading your brand and building your community. Extend the life of your in-person event to reach people across the country and around the world. Video grabs their attention, inspires, entertains and educates them, and brings them into your community through your website and social media channels.
2. Enhancing attendee sales by creating a virtual experience. When potential attendees can get a taste of the event experience, and when actual attendees can relive the event or catch up on any parts they missed, you've created perfect sales opportunities for next year's event.
3. Offering more powerful branding opportunities for your sponsors. With online media sponsorship packages, your partners can reach potential customers beyond the front doors of your event. Online videos introduce larger audiences to their brand and can be integrated into their own social media efforts (which helps your brand too, as your event's videos get shared, promoted and discussed within your sponsors' networks).

What types of videos work best for events? It depends on the focus of your event and how your audience interacts with social media.

Get creative with videos like these:

• Cooking demo episodes at a health expo. Teach new recipes and provide opportunities for viewers to post their comments, questions, and photos and videos of their own cooking attempts.

• Product and gadget show at a tech or industry event. Capture your leading experts presenting new gadgets, while attendees and show hosts test them out.

• Roaming reporter at a lifestyle event. Create news stories with an entertaining host who engages with partners and attendees, and samples all the event has to offer.

• Sit-down interviews with respected leaders. Proud of the big names at your event? You should be - that's tremendously high value for your media content. Get them talking on camera about their key ideas, their passions and their opinions.

• Create 'Your Event TV'. Most events have enough interesting topics and talented speakers to create a whole show around. Cast a host/interviewer and produce your own web show that explores the topics your audience cares about.

We worked with Green Festival to produce "Green Festival TV", an online series featuring on-site interviews with leading sustainability experts and field reports on new ideas in the green movement.

We're also media partners with the Ki, an immersive, experiential event featuring the best of forward-living brands, smart technology and sustainable design. We're kicking off their online video strategy with a series of documentary-style videos that showcase their most exciting experts and what they'll be offering at the event.

If you're interested in learning how to boost marketing, sales and partner relationships with an online video strategy for your event, contact us.

We'd love to hear your experiences with event planning and online media - what's your favorite example of an event that's made even better by using online video?