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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
Yahoo! Proprietary and Confidential. ©2008 All Rights Reserved
No doom and gloom; don’t rely on celebrities
Doomsday news
Celebrity
Grody
Yahoo! Proprietary and Confidential. ©2008 All Rights Reserved
Inspire and DelightOptimistic innovations
Surprises
Save $$$
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
Yahoo! Proprietary and Confidential. ©2008 All Rights Reserved
Inspiring Employees
Enabling more than inspiring
Volunteer employee green team
Understanding their own business unit
Yahoo! Proprietary and Confidential. ©2008 All Rights Reserved
Structure & Budget Empower Employees
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