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Presentation by Umbria on people's attitudes and feelings on green and sustainability, along with a segmentation thereof. Learn more about Sustainable Business & Design at: http://sustainablelifemedia.com
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Consumer Insights from the Blogosphere
Janet Eden-HarrisAverill Doering
[ 2 ]
Marketing 1.0 Marketing 2.0
Moving to Marketing
2.0
One way communication
Focus on big spenders
Mainstream media
Protect the brand
CPM, reach, frequency
Surveys
Complex communication
Focus on big influencers
Social media
Share the brand
Engagement metrics
Blogs, message boards
[ 3 ]
million blogs WW
% read blogs in US (73% WW)
of adults blog freq or occasionally
Blogging by the numbers
% of bloggers opine about products
% bloggers older than 30
1Technorati, Jan 20082,3BIGresearch Simultaneous Media Survey, April 20084Universal McCann Report Social Media Consumption, April 20085Ad Age, October 2007
[ 4 ]
Social media can be used in a variety of ways
Blogger Outreach
Crisis Communication!
Innovation ideas
Brand insight
Industry analysis
Customer insight
Tactical Strategic
[ 5 ]
Natural Language Processing and Machine Learning
“OMG… I took my boyfriend shopping with me today. He hated the mall but he really digs me .”
Getting Geeky
[ 6 ]
Why
When HowMuch
What
Who
Topic
Umbria Analysis Fundamentals
[ 7 ]
Umbria Analysis Fundamentals
GenderAge
Why
When HowMuch
What
Who
Topic
[ 8 ]
Umbria Analysis Fundamentals
Sentiment
SubTopics
GenderAge
UnmetNeeds
When
Why
HowMuch
What
Who
Topic
[ 9 ]
Umbria Analysis Fundamentals
Why
When HowMuch
What
Who
Topic
SpeakerVolume
PostingVolume
Sentiment
SubTopics
GenderAge
UnmetNeeds
[ 10 ]
Umbria Analysis Fundamentals
Why
When HowMuch
What
Who
Topic
SpeakerVolume
PostingVolume
Sentiment
SubTopics
GenderAge
UnmetNeeds
DateOf
Post
[ 11 ]
Umbria Analysis Fundamentals
Why
When HowMuch
What
Who
Topic
SpeakerVolume
PostingVolume
Sentiment
SubTopics
GenderAge
Values
Purchase& Usage
DateOf
Post
UnmetNeedsMedia
[ 12 ]
Consumer-driven analysis: Tribes
WHO:Define the Consumer Segment
UMBRIA 360°ANALYSIS
[ 13 ]
Consumer-driven analysis: Tribes
Eating Out
Weekends
24%
Travel
64%
78%
5%
4%
Climate Change Health
WellnessWHAT:
Identify Topics of Conversation through Clustering
WHO:Define the Consumer Segment
UMBRIA 360°ANALYSIS
[ 14 ]
Consumer-driven analysis: Tribes
Eating Out
Weekends
24%
Travel
64%
78%
5%
4%
Climate Change Health
WellnessWHAT:
Identify Topics of Conversation through Clustering
HOW:Measure Volume
WHO:Define the Consumer Segment
UMBRIA 360°ANALYSIS
[ 15 ]
Consumer-driven analysis: Tribes
Eating Out
Weekends
24%
Travel
64%
78%
5%
4%
Climate Change Health
WellnessWHAT:
Identify Topics of Conversation through Clustering
Neutral
Negative
Positive
HOW:Measure Volume
WHO:Define the Consumer Segment
Determine Sentiment
UMBRIA 360°ANALYSIS
[ 16 ]
Consumer-driven analysis: Tribes
Eating Out
Weekends
24%
Travel
64%
78%
5%
4%
Climate Change Health
WellnessWHAT:
Identify Topics of Conversation through Clustering
Neutral
Negative
Positive
HOW:Measure Volume
WHO:Define the Consumer Segment
WHY:Uncover Drivers of Interest, Sentiment or Purchase
Determine Sentiment
Tribe ProfileUMBRIA 360°ANALYSIS
[ 17 ]
Sustainability in the Blogosphere
[ 18 ]
49,081
73,102
94,295
127,466
Janu
ary
February
MarchApril
MayJu
neJu
ly
August
Septe
mber
October
November
December
Janu
ary
February
MarchApril
May
Sustainability Remains Hot in 2008
160%
2007 2008
[ 19 ]
What are consumerstalking about?
[ 20 ]Percent of Industry Mentions within Sustainability Discussions
Most Talked about Industries within Sustainability2007 vs. 2008 Comparison
4%
5%
8%
12%
13%
15.80%
16%
16%
21%
23%
35%
74%
3%
5%
7%
12%
15%
11%
19%
12%
24%
37%
42%
76%
Pharmaceuticals
Appliances
Paper Products
Electronics
Light ing
Retail
General Packaging
Apparel
Transportat ion & Travel
Food & Beverage
Automotive
Energy & Fuel
2008
2007
[ 21 ]
Information Centric DiscussionJanuary – May 2008
News64%
Scientific Research
13%
Personal Experience
23%
[ 22 ]
Not Yet a Branded DiscussionJune – December, 2007
BrandDiscussions9%
SustainabilityDiscussions
[ 23 ]
But Merging over TimeJanuary – May, 2008
BrandDiscussions11%
SustainabilityDiscussions
[ 24 ]
The Conversation Shift
Debating the Issue Debating the Solution
56% 53%Q2 Q4 2007
59%Q1 2008
[ 25 ]
Who is Talking?
[ 26 ]
63% of Authors are Female
Boomer Female13%
Boomer Male16%
Gen-X Female17%
Gen-X Male9%
Gen-Y Female33%
Gen-Y Male12%
[ 27 ]
DIS
AGR
EEM
ENT
AGR
EEMEN
T
ACTION
INACTION
Consumer Personas within Sustainability
[ 28 ]
DIS
AGR
EEM
ENT
AGR
EEMEN
T
ACTION
INACTION
Negator
Apathetic
Skeptic
Shifter
Activist
Idler
Uncertain
Consumer Personas within Sustainability
Rejecter
Guilty
[ 29 ]
DIS
AGR
EEM
ENT
AGR
EEMEN
T
ACTION
INACTION
Negator
Apathetic
Skeptic
Shifter
Activist
Idler
Uncertain
Personal
Social
Consumer Personas within Sustainability
Rejecter
Guilty
[ 30 ]
DIS
AGREE
MEN
T AGREEM
ENT
ACTION
INACTION
Negator22%
Apathetic(not measured)
Rejecter14%
Activist9%
Guilty6%
Idler5%
Uncertain24%
Consumer Personas within SustainabilityApr - Jun, 2007
Shifter8%
Personal
Skeptic12%
Social
[ 31 ]
DIS
AGREE
MEN
T AGREEM
ENT
ACTION
INACTION
Apathetic(not measured)
Shifter16%
Idler13%
Uncertain9%
Consumer Personas within SustainabilityOct - Dec, 2007
Guilty14%
Rejecter12%
Negator17%
Personal
Skeptic11%
Activist10%
Social
[ 32 ]
DIS
AGREE
MEN
T AGREEM
ENT
ACTION
INACTION
Apathetic(not measured)
Shifter19%
Idler15%
Uncertain10%
Consumer Personas within SustainabilityJan - May, 2008
Guilty13%
Rejecter8%
Negator14%
Personal
Skeptic13%
Activist8%
Social
[ 33 ]
Belief: Climate change does not existAttitude: Highly frustrated by “one sided”
media focus and the perceived public “naiveté”
Behavior: Actively expresses opinion and shares facts in an attempt to sway the beliefs of others
Consumer Personas within Sustainability
“A major new scientific study concludesthe impact of carbon dioxide emissions onworldwide temperatures is largely irrelevant,prompting one veteran meteorologist to quip, "You can go outside and spit and have the same effectas doubling carbon dioxide." That comment comes fromReid Bryson, founding chairman of the Department of Meteorologyat the University of Wisconsin, who said the temperature of the earth is increasing, but that it's got nothing to do with what man is doing.”
Negator14%
[ 34 ]
“Until recycling becomes the only viable means of resource, I will buy whatever suits me or my business. What's next, plastic? At least
most paper is recyclable and is the least of our worries. About half of the plastic out there are non-biodegradable, non recyclable and eat up our
landfills. Some of you will probably start raving about not to buy products that don't use recycled plastics! "Oh, I'm sorry, but I'm not going to buy
that iPhone because it doesn't use recycled plastic." Give me a break...”
Consumer Personas within Sustainability
Belief: Climate change is not a serious issue and it’s not my problem
Attitude: Values individual freedomBehavior: Makes purchase decisions based
on personal need and does not consider environmental factors
Rejecter8%
[ 35 ]
Consumer Personas within Sustainability
Belief: Doubtful of climate change issuesAttitude: Skeptical of current information or
unsure of current solutionsBehavior: Expresses opinion and evidence
contrary to popular belief, but does not try to shift others; acts when logical or convenient
“So, chances are I won't find out the truth. Pretty much all the evidenceI'll be presented with will have to be subjective in some way, shape, or form. I mean, hell, I should be used to that by now, as this is a fact that Seems to be universal. Irritating. But the way I see it, there's nothing detrimental in saving energy (it's cheaper, for one!), and not accumulating rubbish and general stuff like that. It's not like it deprives me of anything, really, and I do approve of planting trees and things. Self-sufficiency and avoiding wastefulness is probably a good thing, global warming or no.”
Skeptic18%
[ 36 ]
Consumer Personas within Sustainability
Belief: No clear stance on the issueAttitude: Curious, confused, overwhelmedBehavior: Initially seeks information in
order to solidify opinion, but eventually tunes out the debate and continues with habitual behavior
“In my Science class, they made us watch "An Inconvenient Truth,“the movie by Al Gore that shows how bad Global Warming isgetting and what the consequences are going to be. When I saw it,it seemed hella logical and legit, and it freaked me out and made me wanna be all environmentalist...then I look at [stuff] on the internet, and it says otherwise.It says things like Earth is going through a natural cycle that it always has forall time and that all this man made Global Warming stuff is a myth popularizedby…Al Gore and his Hollywood liberal buddies like Michael Moore. They then state opposing so called "facts" as well that go completely against the "facts“that Al Gore and Co. are giving us...so what the hell am I supposed to think?”
Uncertain10%
[ 37 ]
Consumer Personas within Sustainability
Belief: Climate change is an issueAttitude: Personal insignificanceBehavior: Acts sporadically, but most
often encounters barriers of cost, availability or quality; expresses demand for new green products & technologies
“But what of those things that we should do but very often don't?I don't sort my trash for recycling (like most of Chicago ) and Idon't buy carbon offsets for my portion of the jet fuel burned onthe flights I take. Sometimes, I leave lights on when I leave theroom. I never turn the tap off when I brush my teeth. Go aheadand belittle me for my un-green ways, but there's a method to my wasteful madness. I will not participate in non-mandatory pro-environment actions that are not in my clear financial interest because those actions turn environmental problems into personal statements and undermine the public policies that will create actual change.”
Idler10%
[ 38 ]
Consumer Personas within Sustainability
Belief: Climate change is a critical issue that must be addressed
Attitude: Guilt or hopelessnessBehavior: Takes little action in daily
life due to perceived barriers or habit
“Every time I'm at Steve's I feel incredibly guilty because he drinks a lot ofbottled drinks (mostly water) and canned soda. He also uses plastic cutlery, paper plates, thow-away cups, the like. Living in an apartment, recycling iskind of a luxury. Indianapolis has curbside, but you have to pay for it, and it'snot available for apartment complexes. It really sucks, because most complexes have such a HUGE amount of glass beer bottles, cans from beer and pop, plastic bottles from water and soda...not to mention the amount of junk mail circulars that we get several times a week from the grocery stores andother paid advertisers. All this makes for a damn lot of garbage. I feelawful each time I have to throw away my water bottle. I feel guilty thatI bought it to begin with, and guilty that I threw it away instead of recycling.”
Guilty13%
[ 39 ]
Consumer Personas within Sustainability
Belief: Climate change is an issue and we can do something about it
Attitude: Proud, smart, empoweredBehavior: Makes simple substitutions
such as recycling, changing light bulbs, or switching to reusable shopping bags
“It probably is true that whatever action we take on global warming willhave to take place on a massive scale, but using more energy efficientlight bulbs, recycling and yes, plastic bags is about changing the waywe think. It's about making our culture and ourselves moreenvironmentally conscious. It probably won't make a difference if weunplug our charger when our cellphone isn't charging, but we show achange in our attitudes by acknowledging every little bit helps. We alsoshow that doing something about the environment is something we care,about rather then a problem we find someone else to worry about.”
Shifter19%
[ 40 ]
Consumer Personas within Sustainability
Belief: Climate change is a critical issue that must be addressed
Attitude: Bi-polar - optimistic / pessimisticBehavior: Actively engages consumers,
businesses and governments by sharing information and tips in order to encourage change
“While shopping today I picked up a special edition of "Time Magazine" called "GLOBAL WARMING, the causes, the perils, the solutions, the actions: what we can do". Giving a beautiful restatement of the problems of "global warming" and practical steps on how we could reverse the situation. Like most problems today, our need to act on the global warming issue is not just urgent but dire and like most problems today there are still people who need to be convinced. If you are one of those, please pick up a copy of the time magazine just mentioned (they restate the problems in 122 pages). I wanted to take this opportunity to give you some of the 50 things we can do now to stop global warming.”
Activist8%
[ 41 ]
A Challenging Journey for Consumers
1. Awareness2. Understanding3. Accountability & Personal Relevance4. Action
– Lifestyle Impact & Habit– Availability– Cost– Quality– Functionality– Usage Experience
[ 42 ]
The Truth about Sustainability?
Awareness Understanding
[ 43 ]
TRUTH?
Businesses
Journalists
Artists
Enthusiasts
Friends &Family
Academics Experts
NGO’s Government
[ 44 ]
The Truth about Sustainability?
Awareness Understanding…
[ 45 ]
How are Consumers Perceiving “Benefits” Today?
Intangible“how does this relate to me and my life?”
Difficult to measure“how green are we, how green is this?”
Uncertain“What impact will my actions have on the bigger picture / on the future?”
[ 46 ]
What Benefits do Consumers Desire?
Seamlessness
Productivity
Social Connection
Inspiration
[ 47 ]
Green Tech Gone Awesome
“There is one idea, though, that definitely captured my interest. Piezoelectric crystals, for those of you who don't know, are crystals that generate an electric current when compressed. They're used in sensors and ultrasound machines in hospitals primarily now. The amount of power they produce is very small, but imagine several of them acting in an array. Now, imagine the array of piezoelectric crystals embedded in the floor of a busy area, like a train station . Or even several places around the modern office . The possibilities are quite endless, and gave me plenty of ideas.” http://javeharron.livejournal.com/#javeharron
[ 48 ]
What are the Desired Emotions?
Accomplishment (Personal)
Pride & Acceptance (Social)
Decrease in Stress & Anxiety
Excitement
[ 49 ]
the realistic factor…
Make It Simple
[ 50 ]
the relevant factor…
Make It Personal
[ 51 ]
the social factor…
Make It Visible
[ 52 ]
WHY—WHAT—HOW (Need) (Offering) (Delivery)