Cat's Blog

I had the pleasure of interviewing Autumn Reeves, a bright, articulate 23-year old English teacher.  Our conversation gave me a glimpse into her Generation Y world, and it was intriguing.  Born in 1959, I am a Boomer and see the world through the eyes of my generation.  Although there is an age gap, our generations share some similarities.

Both Gen Y’ers and Boomers are ambitious.  Gen Y’ers may achieve their goals differently than Boomers, but they are driven.  Author Michael Adams discusses how Boomers will stay active in their culture, technology, and careers.  In a marketing blog, Joel Marc remarks about Boomers, “Starting businesses, traveling, learning new languages, even going back to school! They are not the retirement-home crowd that my grandparents were.”(http://joelmarc.com/blog/the-impact-of-gen-y-on-a-decentralized-society/)

Blogger Tiffany Monhollon says, “The ambition, drive, and passion of my Generation Y peers excites, motivates and encourages me, because I truly believe that in a very real way, I can do all those things, and probably more.”(http://littleredsuit.com/2007/06/29/ambition-and-the-tale-of-one-generation-y-woman/)

Also, both Gen Y and Boomers are double the size of Gen X.  Author Eric Schlau points out that both generations have high expectations, a strong work ethic, and feel an obligation to make a contribution to society.  He also mentions that both Gen Y’ers and Boomers want flexible work arrangements. (http://e-schlau.com/2010/01/similarities-between-baby-boomers-and-gen-y/)

How do Gen Y’ers and Boomers differ?  They connect to the world differently.  Boomers expectations are “talk to me,” while Gen Y’ers assume “type to me.”  While Boomers are embracing the technology available, Gen Y’ers, who have grown up with it have an edge.  The ease and savvy with which they use social media enables them to work “smart,” not just “hard” as Boomers do.

Boomers are more likely to do business and connect with people through phone calls and face-to-face meetings; whereas, Gen Y’ers are using text, IM, and blogging to interact.  Also, Gen Y’ers also are more passionate about a “green” world than Boomers.  While Boomers are obsessed with accumulating money through their jobs, Gen Y’ers are obsessed with quality of life.

In talking with Autumn, I identified differences in our use of social media.  She said, “It’s my culture.” Unlike me, Autumn follows a select group of people daily on Twitter, calling it her “online tabloid magazine.”

I have a Facebook page that I do not use much, primarily because I am a teacher and want to maintain privacy about my personal life.  Autumn, on the other hand, keeps her Facebook updated with the latest details of her life.  She spoke of keeping current photos of events in her life on Facebook, saying, “If it’s not on Facebook, we didn’t actually do it!”

Autumn, a typical Gen Y’er, also uses YouTube heavily; I watch an occasional video that is of interest to me.  Although Boomers like myself are using social media, the ease with which we catch compared to Gen Y’ers reveals that we are a bit slower to catch on.

In its effort to stay connected with younger people, Time Warner recently launched a program in which tech-savvy college students mentored senior executives on emerging digital media applications. (http://hbr.org/2009/07/how-gen-y–boomers-will-reshape-your-agenda/ar/1)  Businesses must increasingly strategize like Time Warner has to successfully connect across generations.

Instead of the differences in use of social media by different generations being a hindrance, businesses need to target the strengths of each generation and integrate them.  Social media offers tools that can be effective if they are tailored to the uses of specific audiences.  As a Boomer, I believe we have a lot to learn from Gen Y’ers!

Additional sources:

http://www.businessweek.com/magazine/content/08_34/b4097063805619.htm

http://www.cio.com/article/178050/Gen_Y_Gen_X_and_the_Baby_Boomers_Workplace_Generation_Wars?page=2&taxonomyId=3185

http://hbr.org/2009/07/how-gen-y–boomers-will-reshape-your-agenda/ar/1

http://under30ceo.com/dear-baby-boomers-a-message-from-gen-y/

http://www.vortaloptics.com/blog/2010/12/reaching-gen-y-technology-generation/

It’s been an interesting challenge to generate traffic to the fan page I established.  I am currently running 3 contests on Marathoning for visitors (ending Friday, July 29 at 7 pm CST):

https://www.facebook.com/pages/Marathoning/233182810046374

* a $25 Starbucks card for the visitor who posts the most often

* a $25 Amazon.com gift card for the best caption submitted for the photo of the marathoner who was born with  legs

* and a $50 gift card to The Runner (running apparel store in Arlington, TX) for the best idea for improving the website of The Runner store (see their website address on Marathoning page).  Have you entered yet?

Referenced below is an article that discusses various ways to get Facebook users to your fan page.  Here are some of the ideas the author suggests:

1. Facebook Insights, a free service from Facebook that helps you understand how visitors are interacting with your page.  Click “View Insights” on the right side of your page.

2. Customize your page with a vanity URL (must have a minimum of 25 fans).

3. Post a captivating profile picture.

4. Post creative and customized banner images (the 5 images at the top of your page).

5. Share a link to your blog.

6. Put a Facebook widget on your blog/website to direct people to your fan page.

7. Integrate your page with Twitter.

8. Install a Facebook app (check out this site with suggestions:  http://www.wchingya.com/2010/03/facebook-applications-fan-page-popularity.html)

9. Create a customized landing page (suggestions:  http://mashable.com/2010/02/22/build-facebook-landing-page/)

10. Create Facebook Ads (suggestions:  http://www.stringcaninteractive.com/blog/facebook-advertising/)

Ideas from “Ten Steps to make your Facebook page amazing” at http://www.stringcaninteractive.com/blog/10-steps-facebook-fan-page-amazing/

Charleston Parks Conservancy

In 2007, when philanthropist Darla Moore created the Charleston Parks Conservancy, a public relations/website design company called Brains on Fire was hired to engage the community in the new organization and its mission.  Brains on Fire set up a website that would create an identity for CPC and an online community site. They wanted to “grow roots” in the community, so the company helped CPC (Charleston Parks Conservancy) established the Park Angels campaign, designed to recruit promoters/supporters who would take a special interest and ownership in Charleston’s parks. Website visitors could link to Facebook, Twitter, Flickr, YouTube, and Foursquare.

Employing these online social media platforms enabled CPC to achieve its offline mission of increasing “the quality, awareness, appreciation and usage of Charleston’s parks and greenspaces” (mission statement on their website).  Their online presence, through Foursquare, is managed by Step Ahead Inc, a company that helps organizations and businesses maximize their online and offline visibility through integration.

CPC’s website reveals Step Ahead’s goals:

• Increase awareness about the little and unknown parks in the Charleston County

• Encourage more people to use their parks

• Find new Twitter followers who enjoy parks

• Increase exposure of the Conservancy to people who love parks.

• Reward these people for using their parks

• Increase Park Angels and volunteers at garden in the park events by posting events at related parks and nearby venues

A visit to CPC’s website leads me to believe this campaign has been quite successful. The aforementioned social media platforms connect and direct people to CPC and its myriad of educational and community involvement offerings. They offer email and RSS feed subscriptions, and their “Garden in the Park” pages have a ShareThis icon to link to email, Facebook, Twitter, Google, GoogleBuzz, Yahoo, Blogger, MySpace, Digg, StumbleUpon, Messenger. CPC also has a geocaching initiative, a treasure-hunting game played with a GPS device.

All of these online connections lead visitors to CPC’s website, where they can find blogs, sign up for classes, read articles and blogs, watch videos, enter contests, post comments, and find out about community events CPC sponsors, such as “Garden in the Park” events, a “Green and Lean 5K,” and a star-gazing event. I noted 1231 “Likes” on their Facebook page and 4767 Tweets on July 20, 2011.

The seeds CPC planted with social media efforts seem to have yielded a terrific harvest and advanced their efforts toward meeting their goals, as evidenced on their website. Step Ahead highlights these results as of August 2010:

• 305 Friends

• On average 40 parks have Mayors at a given time.

• Four parks have additional geocaching tips on their Foursquare page.

• Larger parks such as Marion Square have more than 300 check-ins with many check-ins from people visiting the Charleston area.

• Great feedback from the community about the tips they see when visiting parks.

How could they have improved? Being a social media newbie, that’s a perplexing question for me. I couldn’t find the downloadable walking iPod tours that StepAhead mentioned would be created. And I noticed that when clicking the FourSquare icon directs you to a “We couldn’t find the page you’re looking for” window. That’s not good!

It would be interesting to see the before/after data to quantify the effectiveness of the campaign. Here are the criteria Brains on Fire established by which to measure their success:

• Park Angel Growth – new, total, neighborhoods

• Projects / Community Engagement (offline) – projects, programs, S.E.P.M.

• Fundraising Growth – donors, amount

• Site Activity – Google metrics: unique visits, average time spent on site

• Ideas Generated by the Community – generated, adopted

• CPC / Park Angel Awareness – online, offline, sentiment, search engine, publications

http://www.stepaheadinc

http://www.charlestonparksconservancy.org

http://www.brainsonfire.com

http://www.charlestoncitypaper.com

https://www.facebook.com/CharlestonParksConservancy

Random Buzzers

Goals:

* Competitively engage with the consumer segment to which they market, creating a passionate network of 13-20 year old readers through online tools and incentives tailored to their cultural trends.

* Effectively expose first-time authors and innovatively connect them with their target market group.

* Increase sales of Random House teen titles by transforming marketing methods.

In 2007, Random House, #1 publisher of books for children and teens, awakened to the smelling salts fact that their outdated traditional advertising was in need of renovation, and they hired a company that was pioneering word-of-mouth social media marketing. Affinitive Consulting set out to socialize the reading experience for Random House.  They created the Random Buzzers platform to engage and connect its target teen audience, encouraging ongoing dialogue between the publisher/authors and readers to engender consumer networking.

Their campaign allowed readers connecting to Random Buzzers to earn “Buzz Bucks” for rewards, receive advance copies of books, write reviews and blog, submit creative work for exposure in galleries, enter contests and book giveaways, answer quizzes and polls, learn about upcoming author events, and connect with other teen readers, as well as stay current with email newsletters. A Random Buzzers iPhone app now enables the experience to be with readers 24/7. The community of readers connects through Facebook, Twitter, and ShareThis which links to email, Google, GoogleBuzz, Yahoo, Blogger, MySpace, Digg, StumbleUpon, and Messenger as well as Facebook and Twitter.

Random Buzzers Results:

• 60,000+ Members

• 14,000+ pieces of user-generated content

• 4,000+ book reviews

• 3,000+ author questions submitted

• 90,000+ consumers reached by offline word of mouth

• 88% of members indicated Random Buzzers has improved their perception of Random House

• 79% of members indicated Random Buzzers has increased their likelihood to purchase from Random House in the future

WINNER – GOLD Word of Mouth Marketing Association “WOMMY” Award and GOLD Davey Awards

I noted 1731 “Likes” on their Facebook page and 2420 Tweets on July 20, 2011.

The statistics spell success! Clearly, Random House has effectively engaged their readers through social media. It would be interesting to know the impact it has had on their sales. My guess is their CEO is smiling as he clicks from Facebook to his online banking page!

How could they have been more successful? Random Buzzers has a YouTube channel, but I didn’t know that until I did a YouTube search for them. It’s for members only. I think a YouTube link on their site (not requiring membership) would widen the audience and ultimately increase sales. The dusty days of yesteryear are evolving as fingers aren’t just flipping book pages…they’re flying across keyboards!

http://www.slideshare.net/affinitive/random-house-random-buzzers

http://www.beaffinitive.com

https://www.facebook.com/Affinitive

SeaWorld

Journey to Atlantis campaign goals:

• Build relationships with the coaster community

• Build awareness of Journey to Atlantis

• Assist in driving visitation to the park

In 2007, SeaWorld San Antonio hired Kami Huyse to launch the Journey to Atlantis campaign. With her social media bag of tricks, Huyse:

• Reached out to rollercoaster enthusiasts and bloggers and invited some of them to the Journey to Atlantis media event held the day prior to the ride’s public launch.

• Made Journey to Atlantis content available on YouTube, Flickr and other social media websites.

• Created a micro-site for Journey to Atlantis, which linked to the content on social media websites.

Coaster enthusiast blogs and forums were identified as the VIP target audience for the campaign and a website, an extension of SeaWorld San Antonio’s main website, was designed tailored to the thrill seekers. Videos were created and dispersed through YouTube, Flickr, and Veoh. Among the first to ride Journey to Atlantis were bloggers and coaster enthusiasts SeaWorld fished from the pool of media connections and catered to. Success was measured by the number of links the campaign received from other websites and comments posted from YouTube video views.

Results (1 year later):

* Almost half of the coaster websites covered news of the new ride

* 50 links were established to new websites

* Cost per impression for the campaign: $0.22 versus $1.00 for television

* Visitors brought in by social media represented over $2.6 million in revenue

* Thousands of YouTube and Flickr downloads

* The #1 answer on visitor exit surveys to “Where did you hear about the ride?”

was “On the Internet.”

* 200,000 SeaWorld San Antonio visitors came in a 2-month period because of

the Journey to Atlantis campaign (data by Huyse)

* Almost 40% of visitors were brought in by social media

I noted that SeaWorld San Antonio has 37,982 “Likes” on their Facebook page and 5148 followers/3673 Tweets on July 20, 2011. That is a splash of success!

The results are challenged on an Ecoconsultancy blog that challenges that they could be skewed because they may be successful as much by the opening of the new ride as the social media campaign designed to market SeaWorld in general. Incommetrics, the company that conducted the visitor exit survey research, exposed that the campaign only succeeded in one of its 3 goals: increase park visitatation. I disagree.

How could they have improved their campaign? Twitter might have helped them make a bigger splash with the Journey to Atlantis campaign. Also, they might have enlarged their initial target group beyond the coaster lovers; adrenaline junkies are likely on more than coaster sites.

SeaWorld fans can keep their toes in the water 24/7 with the SeaWorld iPhone app. In regard to jumping into the expansive ocean of social media, SeaWorld’s Journey to Atlantis campaign begs the quote, “Come on in…the water’s great!”

http://econsultancy.com/us/blog/2363-a-social-media-marketing-campaign-deconstructed

http://overtonecomm.blogspot.com/2008/04/case-study-roi-of-social-media-campaign.html

http://www.incommetrics.com/english/?p=98

http://seaworld.com/mobi/sanantonio/Home.aspx

http://www.seaworld.com/sitepage.aspx?PageID=640

A look at all three campaigns reveals that they are effectively reaching communities. The Charleston Parks Conservancy and the SeaWorld San Antonio efforts targeted localized communities, one nonprofit and one for profit, respectively. The Random Buzzers campaign’s scope is vast and without geographic limits. The 3 campaigns share the Facebook, Twitter, and YouTube connections with the people they want to reach. These are elements essential to any social media campaign.

But there is no one-size-fits-all with social media, so the kind of presence a business or organization chooses to design and implement online depends on its nature, goals, and target audience.  Social media is personalizing every contact being made online and the web is growing increasingly connected and complex. It appears that there is money to be made those who know how to create the right links and get their online followers to do their advertising for them!

Social media is a powerful marketing tool that is leveling the playing field for small businesses.

I absolutely believe this!  It appears that businesses that ignore the incredible marketing opportunities offered through the use of social media will be increasingly at a disadvantage and will eventually find themselves behind their competitors.  It no longer takes huge budgets to launch marketing campaigns.  Facebook, Twitter, and LinkedIn, the “big three” of social media, are connecting customers and clients to companies faster than ever before, as well as the mushrooming myriad of other social media platforms.

I became convinced of the power of social media to promote small businesses as I found statistics that substantiated it.  A University of Maryland study found that between 2009 and 2010, adoption of the use of social media by small businesses doubled.  The study also revealed that one in five small businesses are assimilating social media into their business practices.  A February 2011 OSM (Online Social Media) article disclosed that 78% of small businesses are now using Twitter and 75% are using Facebook.

Other numbers convince me that small businesses are benefiting from a social media presence online as I discovered a host of success stories.  For example, Curtis Kimball, owner of the wildly popular Creme Brulee Cart in San Francisco, acquired over 12,000 Twitter followers in just over a year.  Fans use Twitter to find his location in the city on a daily basis, and his website (http://twitter.com/#!/cremebruleecart) reveals he has almost 19,000 followers on Twitter!  That’s not bad for one man with a dessert cart!

A New Jersey entrepreneur, Gary Vaynerchuk, saw an explosion of success from the use of social media; within five years, his sales went from $4 million annually to $50 million.  His $22,500 spent on direct mail campaigns and billboards brought him 500 new customers, but his free Twitter account brought him an immediate 1800 new customers.   Approximately 80,000 people view his Wine Library TV videos online each day.  The fact that social media is free is one of the most attractive reasons for small businesses to utilize it for advertising.  Gary Vaynerchuk must be raising a glass to social media!

Small businesses can now be a voice heard just as loud and clear as big businesses as people find them online.  The incredible thing about social media is that the customers are actually doing the majority of the marketing for businesses as they spread the word online about products and services.  Although negative reviews or feedback are a possibility, it seems that the potential for positive marketing results exponentially outweighs the chance of damage from the occasional unhappy customer.

Could the revolutionary advantage of social media change?  It could.  Over time, enough businesses will catch on and flood the social media platforms.  There may be so many voices out there that it could get harder to be noticed.  Now may just be a unique time to take advantage of this marketing phenomenon.

But certainly, the days are gone where we “let our fingers do the walking” (the ancient Yellow Pages advertising theme).  Our fingers are now flying across the keys of our computers and mobile phones and growing businesses faster than we realize!  My message to small businesses:  don’t get left behind!

Links:

http://www.onlinesocialmedia.net/20110215/small-businesses-and-social-media-how-they-are-using-it/

http://mashable.com/2010/03/02/small-business-stats/

http://techcrunch.com/2010/07/17/how-social-media-drives-new-business-six-case-studies/

http://tv.winelibrary.com/about/

Video Links:

http://www.youtube.com/watch?v=Yi11FXdhaHc&feature=related

http://www.youtube.com/watch?v=GqNip-BL0Vk

http://www.youtube.com/watch?v=QTuh-PXWNNc

(to the tune of “How Deep is Your Love” by the BeeGees)

I see the hive in the morning sun

I hear the buzzing noise that’s so insane

And the moment worker bees start to disappear

I wanna see them in the hive again

And the colony in a summer breeze

Makes a hive and it thrives, then it oddly leaves

And away the bees all go…

Co-lo-ny collapse

Collapse, co-lo-ny collapse

I really need to learn

Cause we take for granted nature’s rules

Breaking them down

When we need to clearly see

How we need the honeybee

I believe in bees

They pollinate more crops than people know

They’re the buzzing, amazing miracle

They’re the insect we count on

And apparently

We don’t care for bees

When we do all the things

That are hurting these

And away the bees all go

Co-lo-ny collapse

Collapse, co-lo-ny collapse

We really need to learn

Cause we take for granted nature’s rules

Breaking them down

When we need to clearly see

How we need the honeybee

CCD, Colony Collapse Disorder, sounded odd when I first read about it

in Earth, Inc.   It seemed to be a problem that was overhyped, until I realized

the incredibly huge role bees play in the economy of nature.  Yes, they produce

products, wax and honey, but it is their function~their service~that is of utmost

significance!

What if there were no bees in the world?

(With dire seriousness, the issue is not humorous; can’t help but imagine

what Four-Day-Weekend would do with it..)

So… What if there were no bees in the world?

Parents would talk with their children about the birds and the ?

We, in graduate programs, would be busy as ? in our coursework!

Children across our nation would study to compete in Spelling ?’s..

And what of “How Deep is Your Love” by the ? Gees?

; )

(left) Geothermal Heat Pump System

One of the most intriguing energy sources, in my opinion, is geothermal energy.
This inexhaustible resource will surely be utilized more extensively in the future, as
other sources of energy prove that they are indeed exhaustible, inefficient, or uneconomical.

Three types of geothermal energy access available in the United States include:

1) Direct use geothermal systems – wells drilled into geothermal reservoirs to tap into
a steady stream of hot water that is delivered directly to buildings; not available in all
parts of the U.S.
2) Geothermal power plants – deep wells drilled that send steam to drive a turbine
that produces electricity; very pricey and only applicable to a small segment of the U.S.
3) Geothermal heat pumps (GHP’s) - buried pipes with circulating fluid that transfer
heat from the ground to buildings in the winter..and from buildings to the ground
in the summer;  a more practical way to heat and cool residential and
commercial buildings;  can be used in most of the U.S.

Clearly, geothermal heat pumps present the most realistic choice for accessing and using
geothermal energy.  Although the initial cost of equipment and installation can be
50-100% more expensive than traditional air source heat pumps, the energy savings over time
are astounding!  With geothermal heat pumps, savings for cooling are 20-50%, and savings
for heating are 50-70% over conventional systems.

Looking at the arguments for and against geothermal energy use include:

Pros – energy independence with use of an inexhaustible resource
- can operate with or without connection to an energy grid
- incredible energy savings over time
- business opportunities:  technological, as well as energy policy and innovation

Cons - pricey up-front cost:  equipment, installation
- cost of operation and maintenance
- ownership rights unclear
- lack of standards for quality and operation

It will be interesting to see how geothermal energy is used more extensively in the future
as our world necessarily seeks to find sustainable ways to function.

http://www.centerforsocialinclusion.org/publications/wp-content/plugins/publications/uploads/Geothermal_Energy_Development.pdf

http://www.toolbase.org/Technology-Inventory/HVAC/geothermal-heat-pumps

The Frito Bandito song from the sixties commercial echoed in my head as we entered the Frito-Lay lobby!  There was a bit of magic in the whimsical decor and design, as well as in the way George Gluck spoke of the greening of this beloved manufacturer of snacks we all love (and try not to love)!

(…to the tune of Willi Wonka’s “Pure Imagination”)

Come with me
And you’ll be
In a world of
Pure imagination

..We’ll begin
What we spend
40% less
On facilities budget

What we’ll see
Will defy
Explanation!

If you want to be green
Simply look around and view it
Anything you want to, do it

Wanta change the world?
There’s nothing to it…

“You prove yourself with your work,” George commented.  Clearly, he has!
Some other points he made that were significant things to remember about
building or retrofitting sustainably include:
* “You can’t manage it, if you don’t measure it and moniter it.”
* “Start today being smarter about resources.”
* “If the technology doesn’t exist today, the technology will exist tomorrow
and be cheaper.”
* “People don’t like change.”
* Justify up-front costs of greening up by telling companies, “You’re
spending it NOW in utility bills.”
* “Everything’s negotiable.”
* “Keep asking WHY?”  “Challenge numbers; ask, ‘would you write a
check for that?’ ”
* “Light stimulates creativity!”  (use daylight harvesting)
* Be sure you are well-trained in finance!

We certainly got more than a slide show and snack from George Gluck that evening.  He gave us some powerful advice to use as we eventually walk into our careers in sustainability!

When I was about 12 years old, I remember my dad coming home with a novel item…a Texas Instruments
CALCULATOR!!  Yes, you could hold it, but hand-held is a relative term; it was (by today’s standard’s) gigantic!
Of course, we thought it was amazing!

Fast forward almost forty years…almost 52 year old me is touring the new Texas Instruments facility in Richardson that manufactures over 20 billion micro-chips in a year!  Paul Westbrook was refreshingly enthusiastic as he shared what TI is doing to be sustainable, or “less unsustainable.”  He mentioned working Natural Capitalism author, Paul Hawkins, and how his realization of the constraint on resources is demanding a different kind of engineering.  The first Industrial Revolution, he noted, was about increasing labor productivity; the new Industrial Revolution is about increasing resource productivity.

I could cite many details from the tour Pablo Ruiz gave us about what TI is doing to operate sustainably, but what Paul shared impacted me profoundly.  It echoed some things I read in some of the books we read in our first Sustainability class that emphasized the need for redesigning, different thinking, creative change.  I believe we’re
absolutely in a paradigm change, educationally and with manufacturing and implementation of sustainable practices
across the board.

I recently ordered a book (haven’t read it yet), A Whole New Mind (why right-brainers will rule the future).  From the review I read, the book explains that in the generations past, the left-brainers, trained and able to calculate, formulate, etc secured significant jobs in the marketplace.  Today, with technology doing much of the left-brained work for us, there is an emerging need for right-brainers to use the technology and vast information available to solve problems, re-think, redesign.

According to Paul Westbrook, 80-90% of sustainable engineering is simple and efficient design, and we need to ask, “what do we NOT need?”  He mentioned a key point that the entire building is a system, and we need to think about “green” with that approach.  This engineer, who oversaw the design of this TI facility, first LEED Gold certified semiconductor plant in the world, inspired me to look at the bigger picture, in regard to sustainability!

(..what Steve Chaney might sing to the tune of Rare Earth’s “I just want to Celebrate another Day of Living!”)

I just want to celebrate another drop of water
I just want to celebrate another drop of water
I put my faith in the people
And the people didn’t conserve
So I work for Tarrant County
And I educate…

Since 95% of water’s on the surface
It matters what happens there
The problem that is rampant:
People don’t seem to care

We’ve taken it for granted
There will always be enough
But water use is growing
And the future may be rough

That’s why I’m telling you

I just want to celebrate, yeah yeah

Another drop of water, yeah yeah

I just want to celebrate another drop of water…

Population’s growing

Development pollution
Water cycle’s disrupted

Low lakes…what’s the solution?

Thoughtful landscape options
Using native plants
Choose organic pesticide
If your problem is with ants

Irrigate efficiently
Get a sprinkler audit
Mulch and plant rain gardens
Use rainwater if you’ve caught it

That’s why I’m telling you

I just want to celebrate, yeah yeah

Another drop of water, yeah yeah

I just want to celebrate another drop of water…!

(left) SIP – Structural Insulated Panel used in Newburn home

Philip Newburn, architect,
Found an empty lot
Imagining the house he’d build
In Ryan Place he bought

Energy efficiency
Dictated design
Green and modern elements
Newburn did combine

(and he’s)
Living sustainably…why?
‘Cause he is a sustainable guy
You know he’s living sustainably…why?
‘Cause he is a sustainable guy

Low E windows, dual-flush toilets

TPO roof and more

Tankless water heater (Ferrier standard)

Fly-ash concrete floor

Unique construction with SIP panels

Newburn’s own selection

Elegant detail with energy savings

His green home perfection

(and he’s)
Living sustainably…why?
‘Cause he is a sustainable guy
You know he’s living sustainably…why?
‘Cause he is a sustainable guy

Kitchen countertops of quartz

Beauty made to endure

Window shades..remote controlled

Impressive feature, for sure!

Bold choice in this neighborhood

Does it fit the style?

Irregardless, his bills are low

And Philip has a smile!

(and he’s)
Living sustainably…why?
‘Cause he is a sustainable guy
You know he’s living sustainably…why?
‘Cause he is a sustainable guy

(…sustainable, sustainable, sustainable….)

(a gentle retrofit of “The Way You Look Tonight,” sung by Frank Sinatra)

Someday, when this house so old
Is by Heather sold
She will feel so green just thinking of it
And the way it looks tonight

Yes, it’s lovely, with its thirties grace
Charming is this place
Remodeled for efficiency…we love it
And the way it looks tonight

With each sustainable choice
Saving much energy
Spray foam insulates well
That is a guarantee

Lovely…retrofitted dwelling
Lovell house
Ferrier custom home
We are quite impressed with all its features…
…and the way it looks tonight

I was compelled to use a song from the era in which Heather Ferrier’s Lovell home was built to express the sentimental charm it holds.  Although it was remodeled using many of the same green building materials and features used in the other Ferrier-built houses we toured, the integrity of the style of the home was preserved.

I was surprised that the cost of Heather’s choice to do a “green” remodel of the house was only 4% more than a regular remodel.  I applaud her decision to restore the home’s original style to preserve the visual harmony of the neighborhood, as well as to highlight the beautiful character of the home, such as its restored hardwood floors.

(music fading back in…”and I think it looks just right!”)

Round round got around

We got around…yeah

Got around round round

We got around

We got around

We gathered in the lobby and were ready to see

The Trinity River Campus of TCC

TCC bought the building from Radio Shack

And began a green retrofitting attack

Robert and Greg led our walking tour

Some places most would never see for sure

Round round..got around

We got around…yeah

Got around round round

We got around

We got around

They showed the 2 stage filters for the HVAC

With 85 percent air flow efficiency

Every two years, when the metal box filters are spent

The dirty little secret:  to the landfill they’re sent!

The chillers, which run at 85% capacity,

With chilled water cool 4 buildings quite sustainably

Fifteen thousand volts of electric juice

Backed by generators giving 3 day’s use

Round  round…got around

We got around…yeah

Gor around round round

We got around

We got around

Timed and scheduled lighting cut energy use

Low E, double-paned windows will costs reduce

The classroom floors were recycled carpet squares

And a pressurized system to circulate the air

Parking garage lighting, a problem they admit

Will soon undergo an LED retrofit

This LEED silver building with sustainable mission

Was an educational expedition!

Round round got around

We got around

Got around round round

We got around

Wah wa ooo…

With valuable information and insight shared interactively, Jim Johnson enlightened us about sustainability challenges faced by Fort Worth and the DFW metroplex, as well as policies and proposals proposed to address them.  I had not realized the consequences of the ever-mushrooming sprawl we are familiar with in this vast state of Texas, such as how it starts the fall of dominoes:

more driving, more fuel use, more air pollution, and more highways and streets to build and maintain.  It surprised me to learn that even street width and lot size can contribute exponentially to the ever-expanding growth of cities.

Some of the sustainable solutions Jim mentioned seem to be hard sells.  Although density is certainly a positive thing, it may be hard to change the mindset of homebuyers used to traditional neighborhoods.  Also, public transportation, which could incredibly transform mobility in this area, is yet to be convenient and extensively developed enough to yield its potential.  Jim Johnson’s discussion inspired this parody I’ll share with my sixth-graders:

(to the tune of Karen Carpenter’s “Close to You”)

Why does growth

Have no bounds at all?

Wider streets

Urban sprawl…

Density

We need to be

Close together

Why do zones

Split and separate

Long commutes

They create

Density

We need to be

Close together

Transportation problems loomed,

Officials got together

And they strategized sustainability

So they planned for urban villages

And public transit for mobility

Kudos to

Downtown Fort Worth, Inc.

Keep us green

Make us think

Density

We need to be

Close together

(I’m thinking I should follow up with a parody about urban villages to the tune of “It’s a Small World, After All!”)

What we want

Jerry, you’ve got it

What we need

Do you know you’ve got it?

All we’re askin’

Is how to inspect a building (what’s sustainable)

Hey, Jerry (what’s sustainable) when you inspect

(what’s sustainable) Teach us (what’s sustainable)

Think six, you said, as one of your guides

Top…bottom…and all four sides

Start with outside…the bigger scene

Look around the building in terms of green

What’s above and what’s in the ground

The building’s four sides and neighborhood ’round

Minerals, water, you sometimes “core” it

Whatever is needed as you explore it

Jerry (what’s sustainable) when you inspect

Yeah (what’s sustainable)

As you look at the structure itself, explore…

Top…bottom…and sides, all four

Observe the roofing and foundation

What problems might need alteration?

North, south, east, west…what can you tell

About the building’s outer shell?

Yeah Jerry (teach it to us) (teach it to us)

When you inspect (what’s sustainable)

Yeah (what’s sustainable)

Ooo…an inside tour you then begin

You said, “Turn left, when you walk in”

Top…the ceiling, bottom…the floor

Look at the walls…the inner four

Crucial that the inspector sees

All of the building’s amenities

Are fabrics, paint, or carpets there

Off-gassing toxins into the air?

Is the building sick? (inspect… what’s sustainable)

When you inspect, now (what’s sustainable)

I-N-S-P-E-C-T

How green should a building be?

I-N-S-P-E-C-T

Think sustainability

Teach it to us, teach it to us

Teach it to us, teach it to us

How to inspect…

We want to learn (what’s sustainable)

How to inspect!

Twas the class before Christmas, when into the eve

We piled into cars, and we started to leave

To Bailey Avenue we drove, address seven eighteen

A sustainable house.. something we’ve not yet seen

The couple was gracious to welcome us in

And our tour, De La Pena, we did happily begin

The stockings weren’t hung by the chimney at all

For the gas fireplace was built into the wall

The shiny grey floors were polished concrete

Which would, in the winter, be cold to the feet

This sustainable floor was not intact

As seen in the kitchen, where it’s already cracked

Heather Ferrier, the sustainable builder,

Answered questions we had, and we certainly grilled her

Like Santa rattling off names of his sleigh-pulling creatures

She noted the home’s efficiency features:

A ductless air system for a/c and heat

Programmable so needs of each room to meet

Low E windows that insulate from seasonal extremes

Yield utility savings the owner redeems

Dual flush toilets cut wasted water flow

And low-flow showerheads save more H2O

An efficient water heater that has no tank

Will keep more money in the bank

Energy savings from spray foam insulation

And a TPO roof, a sustainable sensation

Energy star appliances save without fail

How very impressive, this house, each detail

We took lots of notes and asked questions galore

Then thanked them and ushered ourselves out the door

And they heard us exclaim as we all drove away

“May your joy be sustained in this home every day!”

So many things about grad school parallel marathon training:

* No regrets.. Do the training required, and realize there are no shortcuts. Gotta put the miles in, and you’ll be glad when you’re lining up at the start line of the marathon, knowing you’re ready. Grad school.. no regrets. Study diligently, and realize there are no shortcuts. Gotta put the hours in, and you’ll be glad when you sit down to take a test, knowing you’re ready.

* Think of it in chunks. Don’t keep a mental tally of the total miles you’re running, or even how many more you have to go. Stay focused on the mile you’re in. Think of the last chunk you ran (say 5 miles), and ask yourself if you can do that chunk a few more times; it always sounds doable! Think of the graduate program in chunks. Don’t keep a mental tally of how many hours and hours of study it will take before next summer, or even how many classes you have to go. Stay focused in the class you’re in. Think of the last class you finished (or classes), and ask yourself if you can do one more class; it always sounds more doable!

* You find what you look for! I started looking for 5 beautiful things on my long runs when I trained, and I always found them: willow branches blowing, a beautiful sky washed in sunset or sunrise pastels, a tiny red spiral flower poking through a fence, some peach tree branches hanging over the sidewalk with peaches in reach… Once I looked for 5 ugly things for fun…found ‘em: dead bird, bag of vomit, dog poop on the sidewalk, used condom on the side of the road. You will find what you look for.

Grad school: I’ve determined to seek out the wonderful things: the friendships, the exhilaration of learning new things, the accomplishment of a grade I didn’t think I could make in a difficult class, the things I’m learning as a student that are making me a better teacher, the job possibilities that await us when we get through this boot camp of graduate classes. Yes, the negatives are glaringly hard to ignore sometimes: the late hours when I’m not getting something in the homework and get frustrated, the study time that demands sacrifice, the temptation to focus on what seems like too much or impossible. Survival in those times has been about reaching out to cohort friends, realizing I’m not alone in my boot camp panic/frustration/exhaustion, remembering the goal, and sometimes just taking a comic relief break and blogging a silly parody and laughing. The load feels lighter when I don’t take myself or life so seriously!

* Remember the goal.. When I marathon train, I play music as I run that makes me feel like I’m part of something special and significant. I’ve listened to Aaron Copeland’s “Fanfare of the Common Man” (Olympic theme), as I’ve headed out into the pre-dawn darkness of empty streets and felt like an athlete, even though I’m just a not-so-young, not-so-fast woman with a ambitious goal. It’s hard to explain the feeling of accomplishment when I enter the finish chute at 26.2 and hear the cheers and my name announced and the ribboned medallion is slipped over my head. In my marathoning, I’ve mostly trained alone and had no one waiting at the finish for me, and it’s absolutely fine. It’s a very personal sport, with very powerful rewards. About 95% of what it took to finish was about those long runs that called me out of bed on the weekends and the maintenance weekday speed training, hill-running, and just putting miles in. Truly, the finishing the training is the real marathon!

Grad school… remember the goal.. I heard “Pomp and Circumstance” on WRR yesterday, and (corny as it sounds), I imagined walking with my cohort in graduate robes to shake Dr.West’s hand and receive our diplomas, knowing we achieved something valuable that was incredibly challenging and hard-earned. I must remember, as I am in the thick of some of these tough classes, that they are the degree.. they ARE the knowledge being etched in our minds. They are the things that are changing our thinking and putting tools in our hands which will qualify us for new careers. They are the life-changers that we will be grateful for, and I’m realizing that they are teaching me far more about life and myself than just the knowledge of mapping, finance, Excel, statistics, etc. Like marathon training, I hear the inner coach talking to me as I go through these classes: “How bad do you want it? If it was easy, everyone would be doing it.” It’s a choice of mind and heart.

So, I get back on the computer, brew some fresh coffee, e-mail a cohort friend, and dive back into my studies. No one ever made me train for or run a marathon. I’ve run one ultra (50K), 8 marathons, and lost count of half marathons and 5K’s, and they were all a personal choice. This degree is my goal, and it is truly one incredible marathon… that will be worth every blood/sweat/tears homework, quiz, paper, presentation, test, and project required to get to the finish! And bonus… I’ve never run a marathon with a cohort! Press on, Team Sustainability!

…call for desperate right-brained measures of silliness!
So, in the spirit of the season, a parody of “We Need a Little Christmas”…

Haul out the data
Graph in Excel before my spirit falls again
Where’s that Pareto?
I may be rushing things, but make some inferences now

For we need some more statistics
Right this very minute
Calculations ready
Formulas begin it
Oh, it’s Quantitative Methods
Yes, the heck, we’re in it
We do our homework day and night
But Santa, dear, we’ll get it right

So break out the bar graphs
Decide.. experiment or observational?
Bring out the pie chart
It’s time we ate our way through this numerical feast

For we need some more statistics
Right this very minute
Standard deviation
Time for some libations
Oh, it’s Quantitative Methods
Yes, the heck, we’re in it
We need some more statistics now!

Well, you can tell by the way we calculate

Wayne Balta, Vice President of Corporate Environmental Affairs and Product Safety, IBM, submitted the article, “Will You Be Sustainable When No One is Watching?” (October 7, 2010) published in the Huntington Post:

http://www.huffingtonpost.com/wayne-balta/will-you-be-sustainable-w_b_754788.html

I submitted the following comment/response (October 8, 2010):

You state, “For people interested in doing good for both business and the environment, they need to sustain that interest when the subject slips in popularity, which is inevitable.” Depending on how you define “popularity,” I disagree.

While the novelty of the buzzword may fade, I believe we will see “sustainability” powerfully manifested as we begin to grasp the breadth of what it encompasses and watch businesses profit financially and contribute socially by being environmentally responsible over time.

Done right, the “green” we are sowing into our world will be seeds of economical oak trees…not just the seeds of public relations dandelions scattered by the winds of unsustainable “popularity.”