Optimistic and empowered 8% Behavior: Makes significant lifestyle changes and advocates for policy changes through volunteering, donations, contacting representatives “I just got back from a climate change rally in DC. It was amazing to see so many people, young and old, coming together to demand action from our leaders. I'm really hopeful that with continued grassroots organizing and pressure, we can pass meaningful legislation to curb greenhouse gas emissions and transition to renewable energy. Each person makes a difference. I've switched to CFLs, drive less, eat lower on the food chain, and I'm working to get my friends and family onboard too. We have the solutions - now

1. Consumer Insights
from the Blogosphere
Janet Eden-Harris
Averill Doering

2. Moving to
Marketing 1.0 Marketing Marketing 2.0
2.0
One way communication Complex communication
Surveys Blogs, message boards
Focus on big spenders Focus on big influencers
Mainstream media Social media
Protect the brand Share the brand
CPM, reach, frequency Engagement metrics
[2]

3. Blogging by the numbers
million blogs WW
of adults blog freq or occasionally
% read blogs in US (73% WW)
% of bloggers opine about products
% bloggers older than 30
1Technorati,Jan 2008
2,3BIGresearchSimultaneous Media Survey, April 2008
4Universal McCann Report Social Media Consumption, April 2008
5Ad Age, October 2007
[3]

4. Social media can be used in a variety of ways
Innovation ideas
Customer insight
Industry analysis
Brand insight
Blogger Outreach
Crisis Communication!
Tactical Strategic
[4]

5. Getting Geeky
Natural Language Processing “OMG… I took my
and Machine Learning
boyfriend shopping
with me today. He
hated the mall but he
really digs me .”
[5]

6. Umbria Analysis Fundamentals
Who
Why What
Topic
How
When
Much
[6]

7. Umbria Analysis Fundamentals
Age Gender
Who
Why What
Topic
How
When
Much
[7]

8. Umbria Analysis Fundamentals
Age Gender
Who
Sentiment
Sub
Why What Topics
Topic
Unmet
Needs
How
When
Much
[8]

9. Umbria Analysis Fundamentals
Age Gender
Who
Sentiment
Sub
Why What Topics
Topic
Unmet
Needs
How
When
Much
Speaker
Volume
Posting
Volume
[9]

10. Umbria Analysis Fundamentals
Age Gender
Who
Sentiment
Sub
Why What Topics
Topic
Unmet
Needs
How
When
Much
Speaker
Volume
Date
Of Posting
Post Volume
[ 10 ]

11. Umbria Analysis Fundamentals
Age Gender
Who
Values Sentiment
Purchase Sub
& Usage Why What Topics
Topic
Unmet
Media
Needs
How
When
Much
Speaker
Volume
Date
Of Posting
Post Volume
[ 11 ]

12. Consumer-driven analysis: Tribes
UMBRIA 360°ANALYSIS
WHO:
Define the Consumer Segment
[ 12 ]

13. Consumer-driven analysis: Tribes
UMBRIA 360°ANALYSIS
WHO:
Define the Consumer Segment
Climate Travel
Change 5%
WHAT: Health
64% Wellness
Identify Topics of
24%
Conversation through
Clustering Eating Out
Weekends 78%
4%
[ 13 ]

14. Consumer-driven analysis: Tribes
UMBRIA 360°ANALYSIS
WHO:
Define the Consumer Segment
Climate Travel
Change 5%
WHAT: Health
64% Wellness
Identify Topics of
24%
Conversation through
Clustering Eating Out
Weekends 78%
HOW: 4%
Measure Volume
[ 14 ]

15. Consumer-driven analysis: Tribes
UMBRIA 360°ANALYSIS
WHO:
Define the Consumer Segment
Climate Travel
Change 5%
WHAT: Health
64% Wellness
Identify Topics of
24%
Conversation through
Clustering Eating Out
Weekends 78%
HOW: 4%
Measure Volume
Determine Sentiment
Positive
Neutral
Negative
[ 15 ]

16. Consumer-driven analysis: Tribes
UMBRIA 360°ANALYSIS Tribe Profile
WHO:
Define the Consumer Segment
Climate Travel
Change 5%
WHAT: Health
64% Wellness
Identify Topics of
24%
Conversation through
Clustering Eating Out
Weekends 78%
HOW: 4%
Measure Volume
Determine Sentiment
Positive
WHY: Neutral
Uncover Drivers of Interest, Negative
Sentiment or Purchase
[ 16 ]

17. Sustainability in the
Blogosphere
[ 17 ]

18. Ja
nu
rya
Fe
br
ua
49,081
r
M y
ar
ch
A
pr
il
M
ay
Ju
ne
Ju
73,102
A ly
2007
u
Se gu
pt s
em t
be
O
ct r
N ob
ov e
em r
D
[ 18 ]
ec be
em r
b
Ja er
nu
94,295
ar
Fe y
br
ua
ry
M
ar
ch
A
pr
il
2008
M
ay
127,466
Sustainability Remains Hot in 2008
160%

19. What are consumers
talking about?
[ 19 ]

20. Most Talked about Industries within Sustainability
2007 vs. 2008 Comparison
Energy & Fuel 76%
74%
Automotive 42%
35%
Food & Beverage 37%
23%
Transportation & Travel 24%
21%
Apparel 12%
16%
General Packaging 19%
16%
Retail 11%
15.80%
Lighting 15%
13%
Electronics 12%
12%
Paper Products 7%
8%
Appliances 5% 2008
5%
Pharmaceuticals 3% 2007
4%
Percent of Industry Mentions within Sustainability Discussions
[ 20 ]

21. Information Centric Discussion
January – May 2008
Personal
Experience
23%
Scientific
Research News
13% 64%
[ 21 ]

22. Not Yet a Branded Discussion
June – December, 2007
Sustainability Brand
Discussions 9% Discussions
[ 22 ]

23. But Merging over Time
January – May, 2008
Sustainability Brand
Discussions 11% Discussions
[ 23 ]

24. The Conversation Shift
Debating the Issue Debating the Solution
Q2 56% Q4 2007 53%
Q1 2008 59%
[ 24 ]

25. Who is Talking?
[ 25 ]

26. 63% of Authors are Female
Gen-Y Male Boomer Female
12% 13%
Boomer Male
16%
Gen-Y Female
33%
Gen-X Female
17%
Gen-X Male
9%
[ 26 ]

27. Consumer Personas within Sustainability
ACTION
DISAGREEMENT
AGREEMENT
INACTION
[ 27 ]

28. Consumer Personas within Sustainability
ACTION
Negator Activist
Rejecter Shifter
DISAGREEMENT
AGREEMENT
Uncertain
Skeptic Idler
Apathetic Guilty
INACTION
[ 28 ]

29. Consumer Personas within Sustainability
ACTION
Social
Negator Activist
Personal
Rejecter Shifter
DISAGREEMENT
AGREEMENT
Uncertain
Skeptic Idler
Apathetic Guilty
INACTION
[ 29 ]

30. Consumer Personas within Sustainability
Apr - Jun, 2007
ACTION
Negator Social Activist
22% 9%
Personal
Rejecter Shifter
14% 8%
DISAGREEMENT
AGREEMENT
Uncertain
24%
Skeptic Idler
12% 5%
Apathetic Guilty
(not measured) 6%
INACTION
[ 30 ]

31. Consumer Personas within Sustainability
Oct - Dec, 2007
ACTION
Negator Social Activist
17% 10%
Personal
Rejecter Shifter
12% 16%
DISAGREEMENT
AGREEMENT
Uncertain
9%
Skeptic Idler
11% 13%
Guilty
Apathetic
(not measured) 14%
INACTION
[ 31 ]

32. Consumer Personas within Sustainability
Jan - May, 2008
ACTION
Negator
Social Activist
14% 8%
Personal
Rejecter Shifter
8% 19%
DISAGREEMENT
AGREEMENT
Uncertain
10%
Skeptic Idler
13% 15%
Apathetic Guilty
(not measured)
13%
INACTION
[ 32 ]

33. Consumer Personas within Sustainability
Belief: Climate change does not exist
Negator Attitude: Highly frustrated by “one sided”
media focus and the perceived
14% public “naiveté”
Behavior: Actively expresses opinion and
shares facts in an attempt to
sway the beliefs of others
“A major new scientific study concludes
the impact of carbon dioxide emissions on
worldwide temperatures is largely irrelevant,
prompting one veteran meteorologist to quip,
"You can go outside and spit and have the same effect
as doubling carbon dioxide." That comment comes from
Reid Bryson, founding chairman of the Department of Meteorology
at the University of Wisconsin, who said the temperature of the earth is
increasing, but that it's got nothing to do with what man is doing.”
[ 33 ]

34. Consumer Personas within Sustainability
Belief: Climate change is not a serious
issue and it’s not my problem
Attitude: Values individual freedom
Rejecter
Behavior: Makes purchase decisions based 8%
on personal need and does not
consider environmental factors
“Until recycling becomes the only viable means of resource, I will buy
whatever suits me or my business. What's next, plastic? At least
most paper is recyclable and is the least of our worries. About half of the
plastic out there are non-biodegradable, non recyclable and eat up our
landfills. Some of you will probably start raving about not to buy products
that don't use recycled plastics! "Oh, I'm sorry, but I'm not going to buy
that iPhone because it doesn't use recycled plastic." Give me a break...”
[ 34 ]

35. Consumer Personas within Sustainability
Belief: Doubtful of climate change issues
Attitude: Skeptical of current information or
Skeptic unsure of current solutions
18% Behavior: Expresses opinion and evidence
contrary to popular belief, but
does not try to shift others; acts
when logical or convenient
“So, chances are I won't find out the truth. Pretty much all the evidence
I'll be presented with will have to be subjective in some way, shape, or
form. I mean, hell, I should be used to that by now, as this is a fact that
Seems to be universal. Irritating. But the way I see it, there's nothing
detrimental in saving energy (it's cheaper, for one!), and not accumulating
rubbish and general stuff like that. It's not like it deprives me of anything,
really, and I do approve of planting trees and things. Self-sufficiency and
avoiding wastefulness is probably a good thing, global warming or no.”
[ 35 ]

36. Consumer Personas within Sustainability
Belief: No clear stance on the issue
Attitude: Curious, confused, overwhelmed
Uncertain Behavior: Initially seeks information in
order to solidify opinion, but
10%
eventually tunes out the debate
and continues with habitual
behavior
“In my Science class, they made us watch "An Inconvenient Truth,“
the movie by Al Gore that shows how bad Global Warming is
getting and what the consequences are going to be. When I saw it,
it seemed hella logical and legit, and it freaked me out and made me wanna be
all environmentalist...then I look at [stuff] on the internet, and it says otherwise.
It says things like Earth is going through a natural cycle that it always has for
all time and that all this man made Global Warming stuff is a myth popularized
by…Al Gore and his Hollywood liberal buddies like Michael Moore. They then
state opposing so called "facts" as well that go completely against the "facts“
that Al Gore and Co. are giving us...so what the hell am I supposed to think?”
[ 36 ]

37. Consumer Personas within Sustainability
Belief: Climate change is an issue
Attitude: Personal insignificance
Idler Behavior: Acts sporadically, but most
10% often encounters barriers of
cost, availability or quality;
expresses demand for new
green products & technologies
“But what of those things that we should do but very often don't?
I don't sort my trash for recycling (like most of Chicago ) and I
don't buy carbon offsets for my portion of the jet fuel burned on
the flights I take. Sometimes, I leave lights on when I leave the
room. I never turn the tap off when I brush my teeth. Go ahead
and belittle me for my un-green ways, but there's a method to my
wasteful madness. I will not participate in non-mandatory pro-
environment actions that are not in my clear financial interest because
those actions turn environmental problems into personal statements
and undermine the public policies that will create actual change.”
[ 37 ]

38. Consumer Personas within Sustainability
Belief: Climate change is a critical
issue that must be addressed
Guilty Attitude: Guilt or hopelessness
13% Behavior: Takes little action in daily
life due to perceived
barriers or habit
“Every time I'm at Steve's I feel incredibly guilty because he drinks a lot of
bottled drinks (mostly water) and canned soda. He also uses plastic cutlery,
paper plates, thow-away cups, the like. Living in an apartment, recycling is
kind of a luxury. Indianapolis has curbside, but you have to pay for it, and it's
not available for apartment complexes. It really sucks, because most complexes
have such a HUGE amount of glass beer bottles, cans from beer and pop,
plastic bottles from water and soda...not to mention the amount of junk mail
circulars that we get several times a week from the grocery stores and
other paid advertisers. All this makes for a damn lot of garbage. I feel
awful each time I have to throw away my water bottle. I feel guilty that
I bought it to begin with, and guilty that I threw it away instead of recycling.”
[ 38 ]

39. Consumer Personas within Sustainability
Belief: Climate change is an issue and
we can do something about it
Shifter Attitude: Proud, smart, empowered
19% Behavior: Makes simple substitutions
such as recycling, changing
light bulbs, or switching to
reusable shopping bags
“It probably is true that whatever action we take on global warming will
have to take place on a massive scale, but using more energy efficient
light bulbs, recycling and yes, plastic bags is about changing the way
we think. It's about making our culture and ourselves more
environmentally conscious. It probably won't make a difference if we
unplug our charger when our cellphone isn't charging, but we show a
change in our attitudes by acknowledging every little bit helps. We also
show that doing something about the environment is something we care,
about rather then a problem we find someone else to worry about.”
[ 39 ]

40. Consumer Personas within Sustainability
Belief: Climate change is a critical issue
that must be addressed
Activist Attitude: Bi-polar - optimistic / pessimistic
8% Behavior: Actively engages consumers,
businesses and governments by
sharing information and tips in
order to encourage change
“While shopping today I picked up a special edition of "Time Magazine" called
"GLOBAL WARMING, the causes, the perils, the solutions, the actions: what we
can do". Giving a beautiful restatement of the problems of "global warming" and
practical steps on how we could reverse the situation. Like most problems today,
our need to act on the global warming issue is not just urgent but dire and like
most problems today there are still people who need to be convinced. If you are
one of those, please pick up a copy of the time magazine just mentioned (they
restate the problems in 122 pages). I wanted to take this opportunity to give you
some of the 50 things we can do now to stop global warming.”
[ 40 ]

41. A Challenging Journey for Consumers
1. Awareness
2. Understanding
3. Accountability & Personal Relevance
4. Action
– Lifestyle Impact & Habit
– Availability
– Cost
– Quality
– Functionality
– Usage Experience
[ 41 ]

42. The Truth about Sustainability?
Awareness Understanding
[ 42 ]

43. TRUTH?
Journalists
Businesses Enthusiasts
Friends &
Artists
Family
Academics Experts
NGO’s Government
[ 43 ]

44. The Truth about Sustainability?
Awareness Understanding…
[ 44 ]

45. How are Consumers Perceiving “Benefits” Today?
Intangible
“how does this relate to me and my life?”
Difficult to measure
“how green are we, how green is this?”
Uncertain
“What impact will my actions have on the
bigger picture / on the future?”
[ 45 ]

46. What Benefits do Consumers Desire?
Seamlessness
Productivity
Social Connection
Inspiration
[ 46 ]

47. Green Tech Gone Awesome
“There is one idea, though, that definitely captured my interest.
Piezoelectric crystals, for those of you who don't know, are crystals
that generate an electric current when compressed. They're used in
sensors and ultrasound machines in hospitals primarily now. The
amount of power they produce is very small, but imagine several of
them acting in an array. Now, imagine the array of piezoelectric
crystals embedded in the floor of a busy area, like a train station . Or
even several places around the modern office . The possibilities are
quite endless, and gave me plenty of ideas.”
http://javeharron.livejournal.com/#javeharron
[ 47 ]

48. What are the Desired Emotions?
Accomplishment (Personal)
Pride & Acceptance (Social)
Decrease in Stress & Anxiety
Excitement
[ 48 ]

49. the realistic factor…
Make It Simple
[ 49 ]

50. the relevant factor…
Make It Personal
[ 50 ]

51. the social factor…
Make It Visible
[ 51 ]

52. WHY—WHAT—HOW
(Need) (Offering) (Delivery)
[ 52 ]