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Communication Strategy Anisa Badr, Diviya Khanna, Cynthia Kumar, Christina Hua & Magda Makarewicz
From Information to Insight M.S. in Communications Practices
2
Content
05
02 Methodology
Introduction
04 Market Insight
03 Introduction
01 Executive Summary
Communication Plan
3
Executive Summary
4
Executive Summary
Yahoo! Inc. • American multimedia
corporation headquartered in Sunnyvale, California
• It is globally known for its Yahoo! search feature
• Other notable services: - Yahoo! Mail
- Yahoo! News - Yahoo! Finance - Yahoo! Entertainment - Yahoo! Sports
- Yahoo! Answer - Yahoo! Weather - Yahoo! Maps
5
Yahoo! is a multimedia
company
Perception Perceived as a search engine
News Focus on Yahoo!
News
Creator Highlight that
Yahoo! is a content curator
Users Increase traffic to Yahoo! website
To continue growing as a company, Yahoo! should focus its efforts on curating more original content on Yahoo! news platforms and increase marketing efforts for such platforms.
Ads Increase ad sales
and revenue
Executive Summary
6
A Guide To The Internet 1994
7
A Guide To The Internet 1997
8
A Guide To The Internet 2004
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A Guide To The Internet 2012
10
A Guide To The Internet - 2012
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Methodology
Photograph is public domain. License info: All photos published on Unsplash are licensed under Creative Commons Zero which means you can copy, modify, distribute and use the photos for free, including commercial purposes, without asking permission from or providing attribution to the photographer or Unsplash. CREATIVE COMMONS ZERO: http://creativecommons.org/publicdomain/zero/1.0/
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Initial Hypothesis
Identify Target Audience Draw Key Insights
Qualitative Analysis Quantitative Analysis
Focus Group Study Survey Research
Review Secondary Research
Organize Key Findings
Social Media Research
Desk Research
Formulate Strategy Develop Tactics
6 Participants New York Age 23-51
500 Participants National Survey
Age 18+
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Introduction
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Sources: Yahoo Finance
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What is Yahoo? What is Yahoo! – Observations from the Focus Group Study the Focus Group Study
Yahoo! is perceived only
as a search engine
Google is considered
Yahoo’s main competitor
Yahoo! is an outdated
revolutionary
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Search Engine Market is Google Dominated
Source: Greenlight Marketing Ltd., http://www.greenlightsearch.com/, 2010
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Yahoo ranks #8 in the email market and is still decreasing.
Source: http://emailclientmarketshare.com/, March 2015
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As a leader in global daily habits like email, entertainment, news and sports, we strive to inspire, delight and entertain. By infusing our products with beauty and personality driven by our users, every Yahoo experience feels made to order.
- Yahoo! Website
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Yahoo! is Not Google, But a Multimedia Company
“Turning it [Yahoo!] into Google or Facebook wasn’t on the list of options.” -- Benedict Evans, Fast Company, 2015
“I’m going to take a whack at it and say that Yahoo! is a media company, mostly by accident.” -- David Carr, New York Times, 2012
“Marissa Mayer…is going to try to stay, as Yahoo! has tried to be over a few generations, a media company.” -- Jeff Jarvis, NPR, 2013
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Market Insights
Photograph is public domain. License info: All photos published on Unsplash are licensed under Creative Commons Zero which means you can copy, modify, distribute and use the photos for free, including commercial purposes, without asking permission from or providing attribution to the photographer or Unsplash. CREATIVE COMMONS ZERO: http://creativecommons.org/publicdomain/zero/1.0/
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0%
10%
20%
30%
40%
50% is kind of sexy
is very innovative
can be quite clever
is old-school The people behind this siteare really smart
is antiquated
is more for older people
Yahoo!
01 Yahoo’s defining feature seams to be its age. (Q.24).
q24: Yahoo!: For each word or statement, please indicate whether or not you think that statement describes each of the websites, or not.
Source: Yahoo! online quant survey, March 2015
22
28%
35%
16%
19%
16%
30%
14%
19%
9%
5%
0% 10% 20% 30% 40% 50%
Someone whose best years are past them
Someone who's old school
% of Surveyed Population (N=500)
Yahoo Huffington Post Bing Google Buzzfeed 01
More so than companies like Google, Huffington Post, Bing, and Buzzfeed. (Q.25)
q25: Yahoo! - Imagine for a moment that the sites below were actual “people” that you knew. Please indicate which of these “people” you feel that statement describes.
Source: Yahoo! online quant survey, March 2015
23
An email provider 40%
A search engine 30%
Yahoo! News 12%
Yahoo! Sports 6%
Yahoo! Entertainment
6%
Yahoo! Finance 6%
An email provider
A search engine
Yahoo! News
Yahoo! Sports
Yahoo! Entertainment
Yahoo! Finance
02
People perceive Yahoo! as Email/Search more than original editorial content. (Q.29)
q29: When you think of Yahoo, which of the following comes to mind first.
Source: Yahoo! online quant survey, March 2015
24
None of these 11%
Yahoo! Mail 28%
Gmail 40%
0% 10% 20% 30% 40% 50% % of Surveyed Population (N=500)
Gmail Yahoo! Mail Hotmail AOL Mail None of these 03
Gmail is the most used email provider. (Q.13)
q13: And which of the following e-mail systems, if any, would you say you use most often?
Source: Yahoo! online quant survey, March 2015
25
None of these 5%
Yahoo! 12%
Google 72%
0% 10% 20% 30% 40% 50% 60% 70% 80% % of Surveyed Population (N=500)
Google Yahoo! Bing MSN AOL None of these 03
Google Search is the most used search engine. (Q.18)
q18: And which of the following search engines would you say you use most often?
Source: Yahoo! online quant survey, March 2015
26
03 E-mail & Search satisfaction (Q.14 &Q.19)
Satisfied Not Satisfied
99% of surveyed population is
satisfied with their default E-mail
service provider.
Satisfied Not Satisfied
98% of surveyed population is
satisfied with their default search
engine.
q14 &q19: overall, how satisfied are you with [pipe: q13&q18]?
Source: Yahoo! online quant survey, March 2015
27
03 Search is a habit. (Q.6)
75% 73% 58% 42%
Choosing a Search Engine
Brushing teeth Before bed
Choosing your Route to work
Whether to get Your coffee/tea
q6: Listed below are some things that people have told that they do “as a matter of habit”, meaning they don’t really think that much about it, they just do it, and some things they put some thought into.
% of Surveyed Respondents Do This Completely or Somewhat As a Matter of Habit
Source: Yahoo! online quant survey, March 2015
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04 Yahoo! News is popular and worth pursuing.
29
04 In regards to news, CNN is Yahoo!’s biggest competitor. (Q.20-22)
Which of the following websites, if any, q20.have you ever visited to get news? q21. in the past 3 months to get news? q22: most often to get news?
CNN 46%
CNN 29%
CNN 10%
Yahoo! 46%
Yahoo! 30%
Yahoo! 18%
0% 10% 20% 30% 40% 50%
Ever
Past Three Months
Most Often
% of Surveyed Population
Yahoo! CNN Huffington Post Fox News Google News BBC ABC
Source: Yahoo! online quant survey, March 2015
30
0%
10%
20%
30%
40%
50%
Always knows about the latest and greatest
Could give the best toast at your wedding without planning it
Is someone who always shows up when they say they will
Is someone you would always have a good time with
Is someone you would follow to get out of a burning building
Is someone you'd have over for dinner with your parents
It would be easy to start a conversation with this person
Someone I'd like to spend an afternoon with
Would be very likely to give a homeless person a few dollars
Would tell you the truth no matter how much it might hurt your feelings
You know what to expect from them
18-24
25-49
50+
05 The Millennial is not a viable target for Yahoo! (Q.25)
q25: Imagine for a moment that the sites below were actual “people” that you knew. For each statement below, please indicate which of these “people” you feel that statement describes. by Age
Source: Yahoo! online quant survey, March 2015
31
Communication Plan
32
Yahoo!’s Current Perception
33
Yahoo!’s Current Perception
34
Yahoo!’s Current Perception
35
• Highlight how old, lapsed, and non-Yahoo users perceive the brand and its various services.
• Draw in greater advertising opportunities for revenue, by increasing the audience base.
• Establish Yahoo!’s legacy and thus, its credibility, to the newly-identified target audiences.
Research Objective
Business Objective
Communi- cations Objective
Objectives
36
0%
10%
20%
30%
40%
50%
Even though it’s an older site, they’re trendy now
Is great for entertainment news
Is great for general news
Is great for news on finance
Is very innovative
Is very practical
The people behind this site are really smart
Was one of the original innovators
Under $40K $40K-$89K $90K+
q24: Yahoo! - Now we’d like to get your opinions about a few different websites. For each word or statement, please indicate whether or not you think that statement describes each of the websites, or not. By Household Income
Opinions of Yahoo! by Household Income (Q.24)
Source: Yahoo! online quant survey, March 2015
37
25-30 31-43 35-40 41-44 45-49
Lapsed Yahoo! Users
Target Audience
Household Income: 40K-89K
38
Target Audience Persona
39
Strategy
40
Strategy
41
Strategy
42
To men and women between the ages of 25 and 49 years, Yahoo! is the only news
brand that offers them original, timely and objective content for the ultimate news
experience.
Positioning Statement
43
Identified Barrier by Survey Respondents (Q.39)
36% It doesn’t seem as good as other sites
14% It’s just not as cool as others
36% I didn’t know many people still use Yahoo!
31% This site is just too cluttered
25% It just feels a bit old- fashioned
q39. which of the following reasons, if any, are reasons why you haven’t used Yahoo! recently?
Source: Yahoo! online quant survey, March 2015
44
old, dial-up, yodeling
Picture of businessman in tie can be downloaded here: http://photodune.net/item/cool-businessman-portrait-on-grey-background/3628885 Sorry! I can’t include it in the template; there are copyright restrictions. But it’s super cheap, and a very nice photograph.
Q.29: When you think of Yahoo, what three words come to mind first?
- Survey respondent
Source: Yahoo! online quant survey, March 2015
45
Yahoo is very outdated and I don't connect with friends through there anymore
Picture of businessman in tie can be downloaded here: http://photodune.net/item/cool-businessman-portrait-on-grey-background/3628885 Sorry! I can’t include it in the template; there are copyright restrictions. But it’s super cheap, and a very nice photograph.
Q.38: You mentioned that you have used Yahoo! in the past, but not recently. Why haven’t you used Yahoo! recently?
- Survey respondent
Source: Yahoo! online quant survey, March 2015
46
02 From the beginning
We have been with you
04 There is more to us than just that
Email & search engine?
05 We know what we are doing
Here for a long time
03 To deliver great news
Our Focus
01 Nor are we trying to be
We are NOT Google
Messaging
47
Inform
Persuade
Remind
We are the ORIGINAL.
We are creative. Yahoo! creates original content.
Non-stop improving. Constantly working on widening our journalistic talent.
Key Communication Messaging
48
“Admit & Frame” Key communication focus
49
02 STEP
Promote news among Yahoo! Finance & Yahoo! Sport loyal users
01 STEP
Social listening & responding
03 STEP
Viral video 04 STEP
Traditional print media
05 STEP
Collaborative contests
50
Key Takeaways
51
Thank You
Photograph is public domain. License info: All photos published on Unsplash are licensed under Creative Commons Zero which means you can copy, modify, distribute and use the photos for free, including commercial purposes, without asking permission from or providing attribution to the photographer or Unsplash. CREATIVE COMMONS ZERO: http://creativecommons.org/publicdomain/zero/1.0/
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Appendix
53
0%
10%
20%
30%
40%
50%
Always knows about the latest and greatest
He/she usually gets their way
Is someone who knows the best restaurants in town
Is someone who would do well on Jeopardy
Is someone you could tell a secret to
Someone who would help an elderly person across the street
Would be very likely to give a homeless person a few dollars
Would do very well in a chess tournament
Under $40K $40K-$89K $90K+
q25: Yahoo! - Imagine for a moment that the sites below were actual “people” that you knew. For each statement below, please indicate which of these “people” you feel that statement describes. By Household Income
Participants w/ household income of $40K-$89K are more likely to agree with these statements for Yahoo! (Q.25)
a.1
Source: Yahoo! online quant survey, March 2015
54
a.2 Online new has become a more lucrative industry.
55
65% 54%
49% 48% 48%
40% 32%
29% 25%
23% 21%
0% 20% 40% 60% 80% 100%
Yahoo! News Yahoo! Messenger
Yahoo! Sports Yahoo! Finance
Yahoo! Weather Yahoo! Games
Yahoo! Shopping Yahoo! Travel
Yahoo! Groups Yahoo! Movies Yahoo! Health
% of Surveyed Population (N=474)
a.3 Yahoo!’s service with most general awareness (Q. 37)
q37. Prior to participating in this survey, which of the following had you seen or heard of before?
Source: Yahoo! online quant survey, March 2015
56
a.3 More people are reading news online these days. (Q. 8R2)
37%
37%
58%
34%
45%
48%
38%
34%
22%
11%
3%
22%
10%
4%
1%
10%
0% 20% 40% 60% 80% 100%
18-24
25-49
50+
Overall
% of Surveyed Population (N=500)
Agree Strongly Agree Somewhat Don't Really Agree Don't Agree At All
q8r2: These days, I get more of my news online as opposed to TV, newspapers, or magazines - And please indicate how much you personally agree or disagree with each of these statements? By Age
Source: Yahoo! online quant survey, March 2015
57
a.3 Social media as a news source becomes more prominent.
58
a.3
Because CNN is Yahoo! News’ biggest competitor, this means Yahoo! News is viewed as credible and valued news source.