social media and web intelligence for sustainability - ryan mickle and janet eden harris
Post on 23-Jan-2015
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[ 1 ]
What are consumers saying online about sustainability and brands? Who are they? Has it shifted over time?
[ 2 ]
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?
[ 3 ]
What is social media?
• BlogsBlogs
• MicroblogsMicroblogs
• Message boardsMessage boards
• Chat roomsChat rooms
• Opinion sitesOpinion sites
• Photo sharingPhoto sharing
• Video sharingVideo sharing
• PodcastsPodcasts
• Online CommunitiesOnline Communities
Online applications,
platforms, and
media which aim to
facilitate
interaction,
collaboration, and
sharing of content.
7
[ 4 ]
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
[ 5 ]
Sustainability in the Blogosphere
[ 6 ]
Large volume of discussionEconomic crisis has slowed conversation growth over the past year
98,148
71,882
51,638
156,177
102,658
37,944
2007 2008 2009
[ 7 ]
What are consumerstalking about?
[ 8 ]
The Conversation Shift
Debating the Issue Debating the Solution
56%2007 68%2009
[ 9 ]
Overall SustainabilityKey Themes: Overview
What are the Key Themes withinEnvironmental Sustainability Discussions?
62%
54%49%
43%
36%32%
11%
0%
10%
20%
30%
40%
50%
60%
70%
Solution Resources Issue Stimuli Cause Products /Industries
Brands
Pe
rce
nt
of
Su
sta
ina
bili
ty P
os
tsM
en
tio
nin
g T
he
me
10%
68%
[ 10 ]
Not Yet a Branded DiscussionJune – December, 2007
Brand
Discussions9%Sustainability
Discussions
[ 11 ]
Holding steady at 1 out of 10 conversationsJanuary – April 2009
Brand
Discussions10%Sustainability
Discussions
[ 12 ]
Who’s Talking?
[ 13 ]
DIS
AG
RE
EM
EN
TA
GR
EE
ME
NT
ACTION
INACTION
Negator
Apathetic
Skeptic
Shifter
Activist
Idler
Uncertain
Personal
Social
Consumer Personas within Sustainability
Rejecter
Guilty
[ 14 ]
DIS
AG
REEM
EN
TA
GR
EEM
EN
T
ACTION
INACTION
Negator22%
Apathetic(not measured)
Rejecter14%
Activist9%
Guilty6%
Idler5%
Uncertain24%
Early 2007 discussion was dominated by the negators and the “I just don’t know what to think…” crowd
Shifter8%
Personal
Skeptic
12%
Social
[ 15 ]
DIS
AG
REEM
EN
TA
GR
EEM
EN
T
ACTION
INACTION
Apathetic(not measured)
Shifter16%
Idler13%
Uncertain9%
By late 2007, momentum had swung to agreement
Guilty14%
Rejecter12%
Negator17%
Personal
Skeptic
11%
Activist10%
Social
[ 16 ]
DIS
AG
REEM
EN
TA
GR
EEM
EN
T
ACTION
INACTION
Apathetic(not measured)
Shifter19%
Idler15%
Uncertain10%
Concern about the environment continued to gain steam in 2008
Guilty13%
Rejecter8%
Negator14%
Personal
Skeptic
13%
Activist8%
Social
[ 17 ]
Rising gas prices created a step-change in mid 2008
[ 18 ]
DIS
AG
REEM
EN
TA
GR
EEM
EN
T
ACTION
INACTION
Apathetic(not measured)
Shifter27%
Idler21%
Uncertain10%
More than 7 out of 10 people are concerned, and almost half are actively doing something about itJun 2008 - Apr, 2009
Guilty6%
Rejecter5%
Negator3%
Personal
Skeptic
10%
Activist18%
Social
[ 19 ]
Industry Comparisons
[ 20 ]Percent of Industry Mentions within Sustainability Discussions
Most Talked about Industries within Sustainability
4%
9%
12%
18%
28%
Retail
Household
Food &Beverage
Energy & Oil
Automotive
[ 21 ]
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