Best Practices in Marketing to Women

Best Practices in Marketing to Women
For Audio Call: 1-408-792-6300 Event Number: 665 257 208 Presented By: Lisa Witter, Fenton Communications, Morra Aarons-Mele, Women Online, and Michelle Coyle, Care2 February 25, 2010

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For Audio: 1-408-792-6300 Event Number: 665 257 208

This Webinar is being Recorded
The webinar will be available on the Frogloop blog at http://www.Frogloop.com
You will receive a link to this presentation following the webinar.
Tweeting the webinar? Use the Twitter hashtag: #Care2

Nonprofits use Care2 for:
Online Advocacy
Email list growth
Donor lead acquisition
Driving traffic to website
Advertising and branding
Surveys and research
Education and outreach
What is Care2?
Citizens use Care2 for:
Starting or signing petitions
Volunteering
Donating $
Spreading news
Commenting on blogs
Starting groups (organizing)
Joining nonprofits
The largest online community of people “making a difference”
11 million “do-gooders”

Lisa Witter Fenton Communications For Audio: 1-408-792-6300 Event Number: 665 257 208

Women are the market for changing the world Vote Volunteer Give Connect

Understanding The She Spot

Mars vs. Venus
What’s different: brain structure, chemistry, hormones, socialization.
You can acknowledge gender differences and still fight for gender equality.
Colorblindness can be dangerous. Same goes for gender-blindness.

Mars MEN “ Survival of the fittest” Rights Morality is: Self-oriented pecking order Self-oriented: “me” Power is: Domination and aggression Person I’d most like to be: Practical, assertive, competitive Life is: “ a contest to preserve independence and avoid failure”

Venus WOMEN “ It takes a village” Responsibility Morality is: Taking care of others, Harmonious coop People-oriented: “we” Power is: Force that creates relationships Person I’d most like to be: Loving, generous, sympathetic Life is: “ a community, a struggle to preserve intimacy and avoid isolation”

Activating The She Spot

What Women Want: 4C’s
C are
C onnect
C ontrol
C ultivate

Care
Put a face on your organization.
Keep it simple – and real.
Tell real-life stories.
Don’t leave out the details.
Appeal to people’s sense of group affiliation.
Use humor.

Control
“ I think I can” vs “Sky is falling” messaging
Two-for-one
Meet her where busy women are at and make it easy
Assurance that they can have impact

Cultivate
Think long-term
Don’t just ask for money
Show where the money goes
Leverage third-party validators
Demonstrate your impact
Make her feel part of a group effort/movement

Connect
Women value community and connection
- Connect people by harnessing their collective creativity
- Connect women with each other
When you connect women to each other, you strengthen your brand

Get Men Too
Men have an “on/off” switch – women have a “longer-list principle”
Bottom line: meet women’s higher threshold and you’ll exceed men’s expectations
It’s inclusive marketing…

Not All Women Are Alike

Lifecycle Marketing

Single Women
Speak to financial concerns
Acknowledge her strength and independence vs. vulnerability
Evoke opportunity
Don’t fall into the “Sex and The City”

Mothers
Value relationships, because she does
Save her time
Motivate her by invoking her power, not her guilt
When appropriate, don’t overdo the “mom thing”
Connect with her through her kids

Boomer Women
Community matters
Act II - Expertise
Sandwich Generation
Personal Growth

Women of Color
Be mindful of cultural differences
Use competent – and culturally competent – translators
The messenger is as important as the message
Use the community as a resource
When in doubt, consult the experts

Women of Color Latina: 3.5 times more likely to respond to a direct mail solicitation than other ethnic groups Asian American: 70 percent are online daily and make purchases online more than any other ethnic group African American: 1 in 4 belong to a church ad more likely to notice outdoor advertising

Where to Activate The She Spot

News Media
Morning News
Nightly News
Local News
Network News Magazines

Online There is no gender gap in the use of the technology. Women are emailing and surfing the web as much as men. We’re not being left behind. The connected age is the age for women in social change. It levels the playing field for us to have an enormous impact on what issues are talked about. Mobile games Videos Social Networking Blogging

Morra Aarons-Mele, Women Online For Audio: 1-408-792-6300 Event Number: 665 257 208

Adapted from Forrester, The Groundswell, 2008

Look at Facebook Stats
Women with children at home are more likely to use social networks than the average adult. 50.2 percent of adults 18 and over use Facebook, while 60.3 percent of moms with children at home use the social network.
Women over 55 is the fastest growing FB segment, up 175.3 percent in the last three months.
Retail Advertising & Marketing Association survey 2009

Six tenets (apologies to Scoble/Israel)
Publishable: the consumer has the ability and freedom to publish their voice. They are the “former audience.”
Conversational/social: a two-way method of creating and sustaining a dialogue
Findable: blogs indexed in search engines, LinkedIn profiles usually public
Viral/Shareable: making things shareworthy; information that is spread through multiple sites
Instant and Syndicatable: RSS, disruptive technology
Linkable: the ability to link to others online: bloggers, tweets, videos, photos
We the Media, Naked Conversations

The role of experts and information gatekeepers such as teachers and doctors is radically altered ….as empowered amateurs and dissidents find new ways to raise their voices and challenge authority. Some 35% of American adult internet users and 57% of teenage internet users have made a creative contribution to the online commons. Lee Rainie, Pew Internet Project, 2006

“ I want them to talk about X, but they want to talk about Y.” “ I want them to talk about X, but they want to talk about Y.”

Listen and Ask
User engagement on social networks is often associated with deals, contests and promotions, however, recent data found online users with more than 500 social connections were less interested, on average, in deals.
Forty-eight percent of these highly connected individuals said their reason for following or friending a company was to learn about things like company culture, environmental responsibility and workers’ policies.
MarketingSherpa and Survey Sampling in December 2009

Title Here
Subhead Here
Bullet point
Bullet Point
For Audio: 1-408-792-6300 Event Number: 665 257 208 http://latimesblogs.latimes.com/technology/2010/01/women-mock-the-ipad-calling-it-itampon.html

Even with the best intentions…
A friend of mine who blogs said this after a typical outreach that asked her if she'd “host a button of support” on her blog:
“ I think this captures SO well how most non-profits fail to really connect with supporters. They keep reaching out to me to "help" by doing things like putting buttons on websites, etc., but are failing to see that there's more they could be doing -- sort of like people online aren't real ---???”

WHO are your women?
@nerdette Dear Emily's List, Candice Bergen &references to Murphy Brown won't get me to open my checkbook. It's 2010. Love, me. #p2 #fem2

http://nancyfriedman.typepad.com/away_with_words/

And, who do they hang out with online?

Using the Web and Social Media for Advocacy: Nuts, Bolts, and Strategies for Success For Audio: 1-408-792-6300 Event Number: 661 095 859

“ What color is yours?” http://mashable.com/2010/01/07/bra-color-facebook-status/ ; http://www.wildapricot.com/blogs/newsblog/archive/2010/01/08/facebook-bra-color-meme-so-did-it-work.aspx ; http://blog.washingtonpost.com/story-lab/2010/01/the_facebook_bra_color_story.html “ We think it’s terrific,” said Andrea Rader, a spokesman for Susan G. Komen For the Cure, an organization that raises funds for breast cancer research. “It’s a terrific example of how little things get started on the Internet and go a long way to raise cancer awareness.” The Facebook fan base for Susan G. Komen For the Cure “exploded” from 135 to 135,000 “ The American Cancer Society, likewise, saw a bump in interest about breast cancer, but was slightly more defensive about the bra color postings. "We are not behind it," said spokesperson Andrew Becker. "And the reason I say that up front is that there was a news outlet in India that was saying we had something to do with it."

Action vs. Awareness
31,000 views in 2 days

Using the Web and Social Media for Advocacy: Nuts, Bolts, and Strategies for Success For Audio: 1-408-792-6300 Event Number: 661 095 859 What Should Komen and ACS have done? What would your organization have done?

Using the Web and Social Media for Advocacy: Nuts, Bolts, and Strategies for Success For Audio: 1-408-792-6300 Event Number: 661 095 859

http://momsrising.posterous.com/

www.wearewomenonline.com [email_address]

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Best Practices in Marketing to Women

by Allyson Kapin on Mar 01, 2010

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