social media and web intelligence for sustainability - ryan mickle and janet eden harris
DESCRIPTION
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.TRANSCRIPT
[ 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 ]