Your SlideShare is downloading. ×
Speaking the Right Language in Environmental Communications - Erin Carlson, Yahoo!
Speaking the Right Language in Environmental Communications - Erin Carlson, Yahoo!
Speaking the Right Language in Environmental Communications - Erin Carlson, Yahoo!
Speaking the Right Language in Environmental Communications - Erin Carlson, Yahoo!
Speaking the Right Language in Environmental Communications - Erin Carlson, Yahoo!
Speaking the Right Language in Environmental Communications - Erin Carlson, Yahoo!
Speaking the Right Language in Environmental Communications - Erin Carlson, Yahoo!
Speaking the Right Language in Environmental Communications - Erin Carlson, Yahoo!
Speaking the Right Language in Environmental Communications - Erin Carlson, Yahoo!
Speaking the Right Language in Environmental Communications - Erin Carlson, Yahoo!
Speaking the Right Language in Environmental Communications - Erin Carlson, Yahoo!
Speaking the Right Language in Environmental Communications - Erin Carlson, Yahoo!
Speaking the Right Language in Environmental Communications - Erin Carlson, Yahoo!
Speaking the Right Language in Environmental Communications - Erin Carlson, Yahoo!
Speaking the Right Language in Environmental Communications - Erin Carlson, Yahoo!
Speaking the Right Language in Environmental Communications - Erin Carlson, Yahoo!
Speaking the Right Language in Environmental Communications - Erin Carlson, Yahoo!
Speaking the Right Language in Environmental Communications - Erin Carlson, Yahoo!
Speaking the Right Language in Environmental Communications - Erin Carlson, Yahoo!
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Speaking the Right Language in Environmental Communications - Erin Carlson, Yahoo!

839

Published on

Yahoo!’s audience of hundreds of millions of consumers provides a rich data set for understanding what consumers are responding to online today, and how this is shifting over time. A recently …

Yahoo!’s audience of hundreds of millions of consumers provides a rich data set for understanding what consumers are responding to online today, and how this is shifting over time. A recently completed 5-month study, reveals significant insight into the kinds of green content people are responding to most. Erin Carlson, Director of Yahoo! for Good, discusses what types of story and advertising messaging, tone and voice resonate with different types of consumers. Interestingly, not only does it depend on who you're talking to, but also what type of product you’re advertising. It's all about progressing to an enlightened and audience-engaging form of communication on sustainability, that's meant to go beyond the yesteryear cliches of subjective, save-the-planet ideas which make people feel hopeful or warm/bad inside.

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
839
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
11
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Speaking the Right Language in Environmental Communications Erin Carlson, Yahoo!
  • 2. Talking green: How to connect with consumers Erin Carlson Yahoo! June 1, 2009 Yahoo! Proprietary and Confidential. ©2009 All Rights Reserved
  • 3. Purpose of our Discussion Yahoo! approach What people are interested in Where people look for info Different people want different messages Your messages depend on the industry Future trends Key takeaways Yahoo! Proprietary and Confidential. ©2009 All Rights Reserved
  • 4. Yahoo! Strategic Approach Audience Technology Employees Internal/External Brand Yahoo! Proprietary and Confidential. ©2009 All Rights Reserved
  • 5. Yahoo! approach to green: Inspire 500 million people in daily life Yahoo! Proprietary and Confidential. ©2009 All Rights Reserved
  • 6. One Stop Shop for the Conscious Consumer Yahoo! Proprietary and Confidential. ©2009 All Rights Reserved
  • 7. Weaving into daily life Yahoo! Proprietary and Confidential. ©2009 All Rights Reserved
  • 8. Audience engagement and empowerment Yahoo! Proprietary and Confidential. ©2009 All Rights Reserved
  • 9. Engaging Customers: Insights from our Audience Yahoo! Proprietary and Confidential. ©2009 All Rights Reserved
  • 10. What doesn’t work: Preachy, “green,” and celebs Preachy Solely green Celebrity Yahoo! Proprietary and Confidential. ©2009 All Rights Reserved
  • 11. What works: Practical and timely info News Answers to common questions Save $$$ and time Yahoo! Proprietary and Confidential. ©2009 All Rights Reserved
  • 12. What works: Inspire and delight the audience Surprises Optimistic innovation Drama Yahoo! Proprietary and Confidential. ©2009 All Rights Reserved
  • 13. Tips for messaging Talk about what people are passionate about Serve up the dessert Listen to your audience Recognize saturation & keep it fresh Yahoo! Proprietary and Confidential. ©2009 All Rights Reserved
  • 14. Where people look for info More more more! Online: 68% Portal websites: 51% Online search: 44% User reviews: 40% (Professional reviews: 24%) Lowest: Company website (20%) Blogs (21%) Recommendation: User reviews Optimize online search Yahoo! Proprietary and Confidential. ©2009 All Rights Reserved
  • 15. Different people need different messages Deeply committed: 23% Positively impact the environment Trendy: 24% Everybody else is doing it Hip, cool. Newest tech. Practical: 13% Save money. Improve health. Recommendation: Know who you’re talking to Target your messages Yahoo! Proprietary and Confidential. ©2009 All Rights Reserved
  • 16. Your messages depend on the industry Auto: Prevent pollution Household appliances/renovation: Save money Electronics: Coolest, newest Retail: Healthier CPG: Help planet & healthier Yahoo! Proprietary and Confidential. ©2009 All Rights Reserved
  • 17. The crystal ball Policy Science/Policy  consumer language Awareness  action Social networks Mobile Yahoo! Proprietary and Confidential. ©2009 All Rights Reserved
  • 18. Monday Morning Take-Aways Focus on practical, timely information Spice it up with surprise and delight Speak about what people are passionate about Avoid preachy, solely green, and celebs Focus on user reviews and optimizing online search Tailor and target your messages by audience and industry Think ahead to social networks and mobile Yahoo! Proprietary and Confidential. ©2009 All Rights Reserved

×