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Social Media and Web Intelligence for Sustainability - Ryan Mickle and Janet Eden Harris
 

Social Media and Web Intelligence for Sustainability - Ryan Mickle and Janet Eden Harris

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Monitoring social media platforms can give your company necessary insight into what sustainability means to people. Crucial to companies success means paying attention to what consumers are currently ...

Monitoring social media platforms can give your company necessary insight into what sustainability means to people. Crucial to companies success means paying attention to what consumers are currently concerned about. Join Janet Eden Harris as she presents recent years developments on social media platforms.

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  • So just what IS social media? According to the Social Media Tracker, it’s Online applications, platforms and media which aim to facilitate interaction, collaboration and sharing of content. In English? All those things that we like to share with friends, family and colleagues, online. That can include everything from blogs (Myspace, Facebook, Blogger, Live Journal) to Twitter to photo sharing, podcasts and online communities.
  • Why? First, there are a lot of people out there blogging about their daily lives. And three times as many who read them. What I find even more intriguing is the nature of these people who blog. They’re the picture of the ideal consumer we’re always trying to get to respond to us in traditional research forums…and usually can’t. They’re more educated than the average, have higher incomes, are more racially diverse, and are certainly knowledgeable about the topics they choose to write about. In short…they’re often the thought leaders we’d really like to hear from. And they’re talking spontaneously to one another about the topics they care passionately about.
  • So let’s dive in to the topic. What did we learn from these bloggers about attitudes and behaviors around environmental sustainability?
  • So we know a lot of people are talking. What are they talking about? And has it shifted over time?
  • Online conversations around environmental sustainability are as broad as the topic itself. Blog posts range from debates about the validity of climate change, to discussions of specific issues of waste or emissions, to the presentation of potential solutions such as renewable energy adoption, hybrid vehicles or more responsible levels of consumption. In early 2007, more than half of the conversations were debating the issue…was global warming real? What news sources did you get your information from? Is it just media hype? By 2008, that conversation had shifted dramatically. Now, 6 out of 10 conversations were debating SOLUTIONS.
  • In fact, talking about solutions was the biggest percentage of discussions. Remember, people can talk about multiple ideas in a single post, so you’ll get these percentages that add up to far more than 100%. Notice that more than half of all posts also talked about the impacted resources: oil and gas, water, air quality. Consumers are quite focused on the changing environment and resource drain. Similarly, various issues such as climate change or the risk of natural disasters, disease or famine show up in close to 1 out of 2 posts. The associated causes such as increased emissions and high levels of waste and pollution are only mentioned in 36% of online posts. This finding indicates that many consumers have internalized these aspects of the sustainability topic and have begun to focus on solutions. Additionally, it reveals that the immediate and personal impact of rising energy costs is for many the primary driver of interest. Note that as of today, only 1 out of 10 conversations mention specific brands in context of their sustainability discussions.
  • Indeed, one of out 10 conversations seems fairly light. In the second half of 2007, just 9% of all sustainability conversations mentioned a brand by name.
  • In the next six months, that had grown to 11%. Still small. But growing.
  • So let’s quickly turn to who is doing all this talking about sustainabilty in the blogosphere.
  • So let’s quickly turn to who is doing all this talking about sustainabilty in the blogosphere.

Social Media and Web Intelligence for Sustainability - Ryan Mickle and Janet Eden Harris Social Media and Web Intelligence for Sustainability - Ryan Mickle and Janet Eden Harris Presentation Transcript

  • What are consumers saying online about sustainability and brands? Who are they? Has it shifted over time?
  • Questions We’ll Answer Who is talking in the blogosphere? How has it shifted over time? What issues are discussed most frequently? What are perceived causes and solutions? What industries/brands are spoken of most favorably in sustainability?
  • What is social media?
    • Blogs
    • Microblogs
    • Message boards
    • Chat rooms
    • Opinion sites
    • Photo sharing
    • Video sharing
    • Podcasts
    • Online Communities
    Online applications, platforms, and media which aim to facilitate interaction, collaboration, and sharing of content. 7
  • Why social media? A Fresh Perspective. From an Important Audience.
    • A Large and Growing Population
      • Over 184 million people currently maintain a blog...about 20% of the Internet population
      • Over 60% read blogs
      • 75%+ worldwide
    • Of Trend Setters
      • 74% with college degrees
      • 42% have graduate degrees
    • That are More Diverse
      • 58% over age of 35
      • 19% English-speaking Hispanic
      • 51% of household incomes > $75K
    • Sharing Opinions and Ideas
      • Unaided, natural conversations
      • Rich in content
    • In Real Time
      • There a million new blog posts every day
    Source: Technorati, State of the Blogosphere , 2008 and Pew Research. 9
  • Sustainability in the Blogosphere
  • Large volume of discussion Economic crisis has slowed conversation growth over the past year 2007 2008 2009
  • What are consumers talking about?
  • The Conversation Shift Debating the Issue Debating the Solution 56% 2007 68% 2009
  • Overall Sustainability Key Themes: Overview 10% 68%
  • Not Yet a Branded Discussion June – December, 2007 Brand Discussions 9% Sustainability Discussions
  • Holding steady at 1 out of 10 conversations January – April 2009 Brand Discussions 10% Sustainability Discussions
  • Who’s Talking?
  • Consumer Personas within Sustainability DISAGREEMENT AGREEMENT ACTION INACTION Negator Apathetic Skeptic Shifter Activist Idler Uncertain Personal Social Rejecter Guilty
  • Early 2007 discussion was dominated by the negators and the “I just don’t know what to think…” crowd DISAGREEMENT AGREEMENT ACTION INACTION Negator 22% Apathetic (not measured) Rejecter 14% Activist 9% Guilty 6% Idler 5% Uncertain 24% Shifter 8% Personal Skeptic 12% Social
  • By late 2007, momentum had swung to agreement DISAGREEMENT AGREEMENT ACTION INACTION Apathetic (not measured) Shifter 16% Idler 13% Uncertain 9% Guilty 14% Rejecter 12% Negator 17% Personal Skeptic 11% Activist 10% Social
  • Concern about the environment continued to gain steam in 2008 DISAGREEMENT AGREEMENT ACTION INACTION Apathetic (not measured) Shifter 19% Idler 15% Uncertain 10% Guilty 13% Rejecter 8% Negator 14% Personal Skeptic 13% Activist 8% Social
  • Rising gas prices created a step-change in mid 2008
  • More than 7 out of 10 people are concerned, and almost half are actively doing something about it Jun 2008 - Apr, 2009 DISAGREEMENT AGREEMENT ACTION INACTION Apathetic (not measured) Shifter 27% Idler 21% Uncertain 10% Guilty 6% Rejecter 5% Negator 3% Personal Skeptic 10% Activist 18% Social
  • Industry Comparisons
  • Most Talked about Industries within Sustainability Percent of Industry Mentions within Sustainability Discussions
  •