Consumer Insights
from the Blogosphere

Janet Eden-Harris
Averill Doering
Moving to
Marketing 1.0           Marketing              Marketing 2.0
                           2.0


One way communicat...
Blogging by the numbers



                                                                million blogs WW


            ...
Social media can be used in a variety of ways




                                          Innovation ideas

            ...
Getting Geeky




Natural Language Processing    “OMG… I took my
and Machine Learning
                               boyfr...
Umbria Analysis Fundamentals




             Who



Why                     What

             Topic



                 ...
Umbria Analysis Fundamentals

         Age          Gender




               Who



Why                            What

...
Umbria Analysis Fundamentals

         Age          Gender




               Who
                                      Se...
Umbria Analysis Fundamentals

         Age          Gender




               Who
                                        ...
Umbria Analysis Fundamentals

          Age             Gender




                Who
                                   ...
Umbria Analysis Fundamentals

                        Age             Gender




                              Who
     Va...
Consumer-driven analysis: Tribes



UMBRIA 360°ANALYSIS

WHO:
  Define the Consumer Segment




                          ...
Consumer-driven analysis: Tribes



UMBRIA 360°ANALYSIS

WHO:
    Define the Consumer Segment

                           ...
Consumer-driven analysis: Tribes



UMBRIA 360°ANALYSIS

WHO:
    Define the Consumer Segment

                           ...
Consumer-driven analysis: Tribes



UMBRIA 360°ANALYSIS

WHO:
    Define the Consumer Segment

                           ...
Consumer-driven analysis: Tribes



UMBRIA 360°ANALYSIS                                    Tribe Profile
WHO:
    Define t...
Sustainability in the
   Blogosphere



         [ 17 ]
Ja
                         nu
                          rya
                   Fe
                     br
               ...
What are consumers
  talking about?



        [ 19 ]
Most Talked about Industries within Sustainability
  2007 vs. 2008 Comparison

         Energy & Fuel                     ...
Information Centric Discussion
             January – May 2008



     Personal
    Experience
       23%




Scientific
R...
Not Yet a Branded Discussion
        June – December, 2007




Sustainability                Brand
Discussions 9%         ...
But Merging over Time
        January – May, 2008




Sustainability                Brand
Discussions 11%            Discu...
The Conversation Shift


 Debating the Issue                        Debating the Solution


Q2              56%           ...
Who is Talking?



       [ 25 ]
63% of Authors are Female



               Gen-Y Male                Boomer Female
                  12%                 ...
Consumer Personas within Sustainability


                        ACTION
DISAGREEMENT




                                ...
Consumer Personas within Sustainability


                                        ACTION


               Negator         ...
Consumer Personas within Sustainability


                                            ACTION

                            ...
Consumer Personas within Sustainability
                                    Apr - Jun, 2007

                             ...
Consumer Personas within Sustainability
                                    Oct - Dec, 2007

                             ...
Consumer Personas within Sustainability
                                    Jan - May, 2008

                             ...
Consumer Personas within Sustainability


                    Belief:   Climate change does not exist

  Negator          ...
Consumer Personas within Sustainability



   Belief:   Climate change is not a serious
             issue and it’s not my...
Consumer Personas within Sustainability


                    Belief:   Doubtful of climate change issues
                ...
Consumer Personas within Sustainability


                       Belief:   No clear stance on the issue
                  ...
Consumer Personas within Sustainability


                   Belief:   Climate change is an issue
                   Attit...
Consumer Personas within Sustainability


                     Belief:   Climate change is a critical
                    ...
Consumer Personas within Sustainability


                    Belief:   Climate change is an issue and
                   ...
Consumer Personas within Sustainability


                    Belief:   Climate change is a critical issue
               ...
A Challenging Journey for Consumers



1.   Awareness
2.   Understanding
3.   Accountability & Personal Relevance
4.   Act...
The Truth about Sustainability?


Awareness   Understanding




                            [ 42 ]
TRUTH?




                         Journalists

          Businesses                      Enthusiasts




               ...
The Truth about Sustainability?


Awareness   Understanding…




                             [ 44 ]
How are Consumers Perceiving “Benefits” Today?




Intangible
  “how does this relate to me and my life?”

Difficult to me...
What Benefits do Consumers Desire?




Seamlessness

Productivity

Social Connection

Inspiration




                    ...
Green Tech Gone Awesome




“There is one idea, though, that definitely captured my interest.
Piezoelectric crystals, for ...
What are the Desired Emotions?




Accomplishment (Personal)

Pride & Acceptance (Social)

Decrease in Stress & Anxiety

E...
the realistic factor…



Make It Simple


          [ 49 ]
the relevant factor…



Make It Personal


           [ 50 ]
the social factor…



Make It Visible


          [ 51 ]
WHY—WHAT—HOW
(Need)   (Offering)   (Delivery)




             [ 52 ]
Consumer Insights on Green and Sustainability in Social Media
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Consumer Insights on Green and Sustainability in Social Media

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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 on Green and Sustainability in Social Media

  1. 1. Consumer Insights from the Blogosphere Janet Eden-Harris Averill Doering
  2. 2. Moving to Marketing 1.0 Marketing Marketing 2.0 2.0 One way communication Complex communication Surveys Blogs, message boards Focus on big spenders Focus on big influencers Mainstream media Social media Protect the brand Share the brand CPM, reach, frequency Engagement metrics [2]
  3. 3. Blogging by the numbers million blogs WW of adults blog freq or occasionally % read blogs in US (73% WW) % of bloggers opine about products % bloggers older than 30 1Technorati,Jan 2008 2,3BIGresearchSimultaneous Media Survey, April 2008 4Universal McCann Report Social Media Consumption, April 2008 5Ad Age, October 2007 [3]
  4. 4. Social media can be used in a variety of ways Innovation ideas Customer insight Industry analysis Brand insight Blogger Outreach Crisis Communication! Tactical Strategic [4]
  5. 5. Getting Geeky Natural Language Processing “OMG… I took my and Machine Learning boyfriend shopping with me today. He hated the mall but he really digs me .” [5]
  6. 6. Umbria Analysis Fundamentals Who Why What Topic How When Much [6]
  7. 7. Umbria Analysis Fundamentals Age Gender Who Why What Topic How When Much [7]
  8. 8. Umbria Analysis Fundamentals Age Gender Who Sentiment Sub Why What Topics Topic Unmet Needs How When Much [8]
  9. 9. Umbria Analysis Fundamentals Age Gender Who Sentiment Sub Why What Topics Topic Unmet Needs How When Much Speaker Volume Posting Volume [9]
  10. 10. Umbria Analysis Fundamentals Age Gender Who Sentiment Sub Why What Topics Topic Unmet Needs How When Much Speaker Volume Date Of Posting Post Volume [ 10 ]
  11. 11. Umbria Analysis Fundamentals Age Gender Who Values Sentiment Purchase Sub & Usage Why What Topics Topic Unmet Media Needs How When Much Speaker Volume Date Of Posting Post Volume [ 11 ]
  12. 12. Consumer-driven analysis: Tribes UMBRIA 360°ANALYSIS WHO: Define the Consumer Segment [ 12 ]
  13. 13. Consumer-driven analysis: Tribes UMBRIA 360°ANALYSIS WHO: Define the Consumer Segment Climate Travel Change 5% WHAT: Health 64% Wellness Identify Topics of 24% Conversation through Clustering Eating Out Weekends 78% 4% [ 13 ]
  14. 14. Consumer-driven analysis: Tribes UMBRIA 360°ANALYSIS WHO: Define the Consumer Segment Climate Travel Change 5% WHAT: Health 64% Wellness Identify Topics of 24% Conversation through Clustering Eating Out Weekends 78% HOW: 4% Measure Volume [ 14 ]
  15. 15. Consumer-driven analysis: Tribes UMBRIA 360°ANALYSIS WHO: Define the Consumer Segment Climate Travel Change 5% WHAT: Health 64% Wellness Identify Topics of 24% Conversation through Clustering Eating Out Weekends 78% HOW: 4% Measure Volume Determine Sentiment Positive Neutral Negative [ 15 ]
  16. 16. Consumer-driven analysis: Tribes UMBRIA 360°ANALYSIS Tribe Profile WHO: Define the Consumer Segment Climate Travel Change 5% WHAT: Health 64% Wellness Identify Topics of 24% Conversation through Clustering Eating Out Weekends 78% HOW: 4% Measure Volume Determine Sentiment Positive WHY: Neutral Uncover Drivers of Interest, Negative Sentiment or Purchase [ 16 ]
  17. 17. Sustainability in the Blogosphere [ 17 ]
  18. 18. Ja nu rya Fe br ua 49,081 r M y ar ch A pr il M ay Ju ne Ju 73,102 A ly 2007 u Se gu pt s em t be O ct r N ob ov e em r D [ 18 ] ec be em r b Ja er nu 94,295 ar Fe y br ua ry M ar ch A pr il 2008 M ay 127,466 Sustainability Remains Hot in 2008 160%
  19. 19. What are consumers talking about? [ 19 ]
  20. 20. Most Talked about Industries within Sustainability 2007 vs. 2008 Comparison Energy & Fuel 76% 74% Automotive 42% 35% Food & Beverage 37% 23% Transportation & Travel 24% 21% Apparel 12% 16% General Packaging 19% 16% Retail 11% 15.80% Lighting 15% 13% Electronics 12% 12% Paper Products 7% 8% Appliances 5% 2008 5% Pharmaceuticals 3% 2007 4% Percent of Industry Mentions within Sustainability Discussions [ 20 ]
  21. 21. Information Centric Discussion January – May 2008 Personal Experience 23% Scientific Research News 13% 64% [ 21 ]
  22. 22. Not Yet a Branded Discussion June – December, 2007 Sustainability Brand Discussions 9% Discussions [ 22 ]
  23. 23. But Merging over Time January – May, 2008 Sustainability Brand Discussions 11% Discussions [ 23 ]
  24. 24. The Conversation Shift Debating the Issue Debating the Solution Q2 56% Q4 2007 53% Q1 2008 59% [ 24 ]
  25. 25. Who is Talking? [ 25 ]
  26. 26. 63% of Authors are Female Gen-Y Male Boomer Female 12% 13% Boomer Male 16% Gen-Y Female 33% Gen-X Female 17% Gen-X Male 9% [ 26 ]
  27. 27. Consumer Personas within Sustainability ACTION DISAGREEMENT AGREEMENT INACTION [ 27 ]
  28. 28. Consumer Personas within Sustainability ACTION Negator Activist Rejecter Shifter DISAGREEMENT AGREEMENT Uncertain Skeptic Idler Apathetic Guilty INACTION [ 28 ]
  29. 29. Consumer Personas within Sustainability ACTION Social Negator Activist Personal Rejecter Shifter DISAGREEMENT AGREEMENT Uncertain Skeptic Idler Apathetic Guilty INACTION [ 29 ]
  30. 30. Consumer Personas within Sustainability Apr - Jun, 2007 ACTION Negator Social Activist 22% 9% Personal Rejecter Shifter 14% 8% DISAGREEMENT AGREEMENT Uncertain 24% Skeptic Idler 12% 5% Apathetic Guilty (not measured) 6% INACTION [ 30 ]
  31. 31. Consumer Personas within Sustainability Oct - Dec, 2007 ACTION Negator Social Activist 17% 10% Personal Rejecter Shifter 12% 16% DISAGREEMENT AGREEMENT Uncertain 9% Skeptic Idler 11% 13% Guilty Apathetic (not measured) 14% INACTION [ 31 ]
  32. 32. Consumer Personas within Sustainability Jan - May, 2008 ACTION Negator Social Activist 14% 8% Personal Rejecter Shifter 8% 19% DISAGREEMENT AGREEMENT Uncertain 10% Skeptic Idler 13% 15% Apathetic Guilty (not measured) 13% INACTION [ 32 ]
  33. 33. Consumer Personas within Sustainability Belief: Climate change does not exist Negator Attitude: Highly frustrated by “one sided” media focus and the perceived 14% public “naiveté” Behavior: Actively expresses opinion and shares facts in an attempt to sway the beliefs of others “A major new scientific study concludes the impact of carbon dioxide emissions on worldwide temperatures is largely irrelevant, prompting one veteran meteorologist to quip, "You can go outside and spit and have the same effect as doubling carbon dioxide." That comment comes from Reid Bryson, founding chairman of the Department of Meteorology at 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.” [ 33 ]
  34. 34. Consumer Personas within Sustainability Belief: Climate change is not a serious issue and it’s not my problem Attitude: Values individual freedom Rejecter Behavior: Makes purchase decisions based 8% on personal need and does not consider environmental factors “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...” [ 34 ]
  35. 35. Consumer Personas within Sustainability Belief: Doubtful of climate change issues Attitude: Skeptical of current information or Skeptic unsure of current solutions 18% Behavior: 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 evidence I'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.” [ 35 ]
  36. 36. Consumer Personas within Sustainability Belief: No clear stance on the issue Attitude: Curious, confused, overwhelmed Uncertain Behavior: Initially seeks information in order to solidify opinion, but 10% 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 is getting 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 for all time and that all this man made Global Warming stuff is a myth popularized by…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?” [ 36 ]
  37. 37. Consumer Personas within Sustainability Belief: Climate change is an issue Attitude: Personal insignificance Idler Behavior: Acts sporadically, but most 10% 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 I don't buy carbon offsets for my portion of the jet fuel burned on the flights I take. Sometimes, I leave lights on when I leave the room. I never turn the tap off when I brush my teeth. Go ahead and 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.” [ 37 ]
  38. 38. Consumer Personas within Sustainability Belief: Climate change is a critical issue that must be addressed Guilty Attitude: Guilt or hopelessness 13% Behavior: 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 of bottled drinks (mostly water) and canned soda. He also uses plastic cutlery, paper plates, thow-away cups, the like. Living in an apartment, recycling is kind of a luxury. Indianapolis has curbside, but you have to pay for it, and it's not 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 and other paid advertisers. All this makes for a damn lot of garbage. I feel awful each time I have to throw away my water bottle. I feel guilty that I bought it to begin with, and guilty that I threw it away instead of recycling.” [ 38 ]
  39. 39. Consumer Personas within Sustainability Belief: Climate change is an issue and we can do something about it Shifter Attitude: Proud, smart, empowered 19% Behavior: 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 will have to take place on a massive scale, but using more energy efficient light bulbs, recycling and yes, plastic bags is about changing the way we think. It's about making our culture and ourselves more environmentally conscious. It probably won't make a difference if we unplug our charger when our cellphone isn't charging, but we show a change in our attitudes by acknowledging every little bit helps. We also show that doing something about the environment is something we care, about rather then a problem we find someone else to worry about.” [ 39 ]
  40. 40. Consumer Personas within Sustainability Belief: Climate change is a critical issue that must be addressed Activist Attitude: Bi-polar - optimistic / pessimistic 8% Behavior: 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.” [ 40 ]
  41. 41. A Challenging Journey for Consumers 1. Awareness 2. Understanding 3. Accountability & Personal Relevance 4. Action – Lifestyle Impact & Habit – Availability – Cost – Quality – Functionality – Usage Experience [ 41 ]
  42. 42. The Truth about Sustainability? Awareness Understanding [ 42 ]
  43. 43. TRUTH? Journalists Businesses Enthusiasts Friends & Artists Family Academics Experts NGO’s Government [ 43 ]
  44. 44. The Truth about Sustainability? Awareness Understanding… [ 44 ]
  45. 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?” [ 45 ]
  46. 46. What Benefits do Consumers Desire? Seamlessness Productivity Social Connection Inspiration [ 46 ]
  47. 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 [ 47 ]
  48. 48. What are the Desired Emotions? Accomplishment (Personal) Pride & Acceptance (Social) Decrease in Stress & Anxiety Excitement [ 48 ]
  49. 49. the realistic factor… Make It Simple [ 49 ]
  50. 50. the relevant factor… Make It Personal [ 50 ]
  51. 51. the social factor… Make It Visible [ 51 ]
  52. 52. WHY—WHAT—HOW (Need) (Offering) (Delivery) [ 52 ]

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