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Speaking the Right
Language in
Environmental
Communications



Erin Carlson, Yahoo!
Talking green:
How to connect with consumers
                        Erin Carlson
                           Yahoo!
      ...
Purpose of our Discussion
Yahoo! approach
What people are interested in
Where people look for info
Different people want d...
Yahoo! Strategic Approach

Audience

Technology

Employees

Internal/External
Brand




                            Yahoo!...
Yahoo! approach to green:
Inspire 500 million people in daily life

                         Yahoo! Proprietary and Confid...
One Stop Shop for the Conscious Consumer




                             Yahoo! Proprietary and Confidential. ©2009 All R...
Weaving into daily life




                          Yahoo! Proprietary and Confidential. ©2009 All Rights Reserved
Audience engagement and empowerment




                       Yahoo! Proprietary and Confidential. ©2009 All Rights Reser...
Engaging Customers:
Insights from our Audience




                             Yahoo! Proprietary and Confidential. ©2009...
What doesn’t work: Preachy, “green,” and celebs
   Preachy




             Solely green




                             ...
What works: Practical and timely info
 News




         Answers to common questions




                             Save...
What works: Inspire and delight the audience
   Surprises




               Optimistic innovation




                   ...
Tips for messaging
Talk about what people are passionate about

Serve up the dessert

Listen to your audience

Recognize s...
Where people look for info
More more more!

Online: 68%
        Portal websites: 51%
        Online search: 44%
        Us...
Different people need different messages
Deeply committed: 23%
        Positively impact the environment

Trendy: 24%
    ...
Your messages depend on the industry
Auto: Prevent pollution

Household appliances/renovation: Save money

Electronics: Co...
The crystal ball
Policy

Science/Policy  consumer language

Awareness  action

Social networks

Mobile




             ...
Monday Morning Take-Aways

Focus on practical, timely information

Spice it up with surprise and delight

Speak about what...
Speaking the Right Language in Environmental Communications - Erin Carlson, Yahoo!
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Speaking the Right Language in Environmental Communications - Erin Carlson, Yahoo!

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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.

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

  1. 1. Speaking the Right Language in Environmental Communications Erin Carlson, Yahoo!
  2. 2. Talking green: How to connect with consumers Erin Carlson Yahoo! June 1, 2009 Yahoo! Proprietary and Confidential. ©2009 All Rights Reserved
  3. 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. 4. Yahoo! Strategic Approach Audience Technology Employees Internal/External Brand Yahoo! Proprietary and Confidential. ©2009 All Rights Reserved
  5. 5. Yahoo! approach to green: Inspire 500 million people in daily life Yahoo! Proprietary and Confidential. ©2009 All Rights Reserved
  6. 6. One Stop Shop for the Conscious Consumer Yahoo! Proprietary and Confidential. ©2009 All Rights Reserved
  7. 7. Weaving into daily life Yahoo! Proprietary and Confidential. ©2009 All Rights Reserved
  8. 8. Audience engagement and empowerment Yahoo! Proprietary and Confidential. ©2009 All Rights Reserved
  9. 9. Engaging Customers: Insights from our Audience Yahoo! Proprietary and Confidential. ©2009 All Rights Reserved
  10. 10. What doesn’t work: Preachy, “green,” and celebs Preachy Solely green Celebrity Yahoo! Proprietary and Confidential. ©2009 All Rights Reserved
  11. 11. What works: Practical and timely info News Answers to common questions Save $$$ and time Yahoo! Proprietary and Confidential. ©2009 All Rights Reserved
  12. 12. What works: Inspire and delight the audience Surprises Optimistic innovation Drama Yahoo! Proprietary and Confidential. ©2009 All Rights Reserved
  13. 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. 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. 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. 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. 17. The crystal ball Policy Science/Policy  consumer language Awareness  action Social networks Mobile Yahoo! Proprietary and Confidential. ©2009 All Rights Reserved
  18. 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
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