Yahoo! Greening Your Brand from the Inside Out - Inspiring Employees and Customers
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Greening your Brand from the Inside Out: Inspiring Your Employees and Your Customers Erin Carlson Yahoo!
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Transcript of Yahoo! Greening Your Brand from the Inside Out - Inspiring Employees and Customers
Greening your Brand from the Inside Out: Inspiring Your Employees and Your Customers
Erin CarlsonYahoo!
Yahoo! Proprietary and Confidential. ©2008 All Rights Reserved
Green Inside & OutErin Carlson
Yahoo!June 4, 2008
Yahoo! Proprietary and Confidential. ©2008 All Rights Reserved
Purpose of our Discussion
Snapshot of Yahoo! approachInspiring people
Insights from our audienceLessons from our employees
Key take-aways for Monday morning
Questions/Discussion
Yahoo! Proprietary and Confidential. ©2008 All Rights Reserved
Yahoo! Strategic Approach
Audience
Technology
Employees
Internal/ExternalBrand
Yahoo! Proprietary and Confidential. ©2008 All Rights Reserved
Yahoo! Approach to Green:Inspire 600 million people in daily life
Yahoo! Proprietary and Confidential. ©2008 All Rights Reserved
Customers Inspired Us
Yahoo! Proprietary and Confidential. ©2008 All Rights Reserved
One Stop Shop for the Conscious Consumer
Yahoo! Proprietary and Confidential. ©2008 All Rights Reserved
Weaving Into Daily Life
Yahoo! Proprietary and Confidential. ©2008 All Rights Reserved
Green Options
Yahoo! Proprietary and Confidential. ©2008 All Rights Reserved
Consumer Focus
Yahoo! Proprietary and Confidential. ©2008 All Rights Reserved
Inspiring Customers: Insights from our Audience
Presenter
Presentation Notes
Frontpage Search Yahoo! Green and advertising
Yahoo! Proprietary and Confidential. ©2008 All Rights Reserved
No doom and gloom; don’t rely on celebrities
Doomsday news
Celebrity
Grody
Presenter
Presentation Notes
CTR drivers = tips, surprises… what do you see? … when evergreen hosted by us vs. Search results? Accuracy, trustworthy, local state info
Yahoo! Proprietary and Confidential. ©2008 All Rights Reserved
Inspire and DelightOptimistic innovations
Surprises
Save $$$
Presenter
Presentation Notes
CTR drivers = tips, surprises… what do you see? … when evergreen hosted by us vs. Search results? Accuracy, trustworthy, local state info
Yahoo! Proprietary and Confidential. ©2008 All Rights Reserved
Moving from Awareness to Action
Recycling Global Warming
Freecycle Earth Pollution Al Gore EPA Live Earth Hybrid Cars Solar Energy
Presenter
Presentation Notes
Yahoo! Groups has over 100 million members across 8.6 million groups (Yahoo! Internal Data). Freecycle – has over 4mm members – signing up 30k/week – expanding nationally. No marketing budget
Yahoo! Proprietary and Confidential. ©2008 All Rights Reserved
Inspiring Employees
Enabling more than inspiring
Volunteer employee green team
Understanding their own business unit
Presenter
Presentation Notes
Employee interest in supporting env’t: Earth Day site, BU programs.
Yahoo! Proprietary and Confidential. ©2008 All Rights Reserved
Structure & Budget Empower Employees
Presenter
Presentation Notes
Employee Green Team of 250. Specific people own initiatives. Alternative commuting. Green Movie Series.
Yahoo! Proprietary and Confidential. ©2008 All Rights Reserved
Authenticity
Foundation of Credibility
Unique to Culture
Yahoo! Proprietary and Confidential. ©2008 All Rights Reserved
Monday Morning Take-Aways
Focus on core assets
Upbeat and empowering messages
No celebs
Tell whole story in a way your consumers understand
Include consumers as you’re learning
Unlock employee passion with structure and budget
Help colleagues meet their business goals
Presenter
Presentation Notes
Focus on core: inspiring to employees and best way to create sustainable programs. Help colleagues: if they don’t see it, don’t force it. They know their business best.
