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Building Advocacy With Women
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Building Advocacy With Women

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A quick look at how brands can build advocacy with women.

A quick look at how brands can build advocacy with women.

Published in Business , News & Politics
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  • 1. How to ignite ADVOCACY among women. Wednesday, June 2, 2010
  • 2. Advocacy is a must. More Choices More Channels More Barriers Wednesday, June 2, 2010
  • 3. ...and it drives growth Airlines Banking Wireless Retail Wednesday, June 2, 2010
  • 4. A simple look at change Reach Organic Reach Awareness Relationships Selling Conversation Wednesday, June 2, 2010
  • 5. More True Awareness Advocacy Advocacy Loop Wednesday, June 2, 2010
  • 6. Word of Mouth: Women talk more Rate of word of mouth among women Public average 62% 56% 55% 57% 50% 47% 44% 46% 38% 31% 33% 34% 40% 38% 28% 29% 32% 27% 28% 23% 22% 25% Household Personal Children’s The Financial Retail & Health & Media Food Travel Beverages Products Beauty Products Home Services Apparel Healthcare & Ent. & Dining Wednesday, June 2, 2010
  • 7. 76% Word of Mouth: New moms talk the most 69% Pregnant Women and New Moms 67% Public average 64% 60% 57% 52% 54% 55% 55% 46% 41% 37% 40% 38% 32% 32% 27% 28% 23% 22% 25% Household Personal Children’s The Financial Retail & Health & Media Food Travel Beverages Products Beauty Products Home Services Apparel Healthcare & Ent. & Dining Wednesday, June 2, 2010
  • 8. So how do brands earn advocacy among women? Wednesday, June 2, 2010
  • 9. The same way people make and maintain meaningful friendships Chemistry Authenticity Transparency Original, real and Be honest and have Create a visceral spark distinctly meaningful. clear intentions. or a gut reaction. Inspiration People Brands Empathy Understand their needs, Motivates you to be di erent desires and lives, or better. Stay in Touch : Support Be helpful, useful; act Build anticipation, add value on their behalf. & communicate. Give Over Take Share a P.O.V. Quality Time Provide value and meaning Provide talk-worthy Common lifestyle, belief immersive experiences. beyond the money spent. system or attitude. Wednesday, June 2, 2010
  • 10. What drives ADVOCACY among women specifically? Women: Authenticity, Shared POV, Empathy Men: Support, Chemistry (Attractiveness) Wednesday, June 2, 2010
  • 11. Committed/Few High Organic Reach/ reasons to talk E cient Spend ADVOCACY We need strategies to make it sustainable. Low Organic Reach/ Temporary Buzz/ Ine cient Spend Good or Bad AMPLIFICATION Adapted from Steve Knox, CEO, Tremor Wednesday, June 2, 2010
  • 12. “In fact, our research shows that a high-impact recommendation—from a trusted friend conveying a relevant message, for example—is up to 50 times more likely to trigger a purchase than is a low-impact recommendation.” Wednesday, June 2, 2010
  • 13. Wednesday, June 2, 2010
  • 14. Florida’s Natural: Turning women into advocates Florida’s Natural Example: Advocacy Strategy Raise the Florida’s Natural faced a question... competitive Where does your disadvantage in juice come from? advocacy actions, modeling showed that if Establish an authentic voice: we erased the deficit in straight from the these 4 key actions, we growers who own could increase advocacy the company. by as much as 10%. Establish empathy: we know that where it comes from is as important as where it goes. Establish a platform: 100% Florida and only Florida...never imported. Click for video: http://www.22squared.com/ourwork/case-studies Copyright © 2010 22squared Wednesday, June 2, 2010
  • 15. Case Study Video Engagement Strategy Wednesday, June 2, 2010
  • 16. Results: Over a twelve month period Advocacy* Sales Florida’s Natural Florida’s Natural +80% All Competitors All Competitors +28% +24% +9% +8% -11% -6% -6% Loyalty Advocacy Market Share Revenues *Change in advocate population (trade/end-consumer) vs. average of all tracked competitors 22squared Friendship Model Research Wednesday, June 2, 2010
  • 17. SHE-LORES Common misconceptions 6 about women, how they think and how marketers should empathize with them. Wednesday, June 2, 2010
  • 18. FOSTER COMMON THREADS Show her she is not alone. Give her situations and images she can identify with. Provide the tools she needs to see how other women handle the same problem she has and give a forum to give and receive advice. 1 She-Lore TRUTH EXAMPLE She values similarity Women are over superiority competing with other women. ummm….no. “70% of women said they wish society would change the way it talks about feminine care, but less than half feel like they can do anything about it” Kotex is promoting conversation and group discussion about feminine care with online forums and smartly irreverent TV spots Wednesday, June 2, 2010
  • 19. MEET HER WHERE SHE IS Her purchase process is more of a spiral than a straight line. She takes on many things simultaneously rather than one-at-a-time. While she multi-tasks, help her keep track of it all. Meet her in di erent places throughout her day. 2 She-Lore TRUTH EXAMPLE She thinks di erently (multi-minded) Women are She shops di erently in-decisive. (non-linear purchase decision) you might think, but…. Research found that women bought over 40% of Best Buy’s products. So they added personal shopping assistants, incorporated softer lighting, grouped appliances, and provided a more comfortable, non-intrusive environment. Wednesday, June 2, 2010
  • 20. groupster self ex oseeker presso inf r utility 12% of CafeMom sample sample CafeMom 12% of nector mom 40% o le f Cafe rcon m samp Mom feMo samp BE MULTI DIMENSIONAL of Ca le hype 9% 26% of C afeM om sam ple She has man dimensions and she doesn’t want to be pigeonholed into any of the. Acknowledge her many facets. 21 Dig ital Mom 2009 25 Digital Mom 2009 23 D igita lMom 2 009 l Mom 2009 27 Digita 3 2009 ital Mom 29 Dig Razorfish/Cafemom.com Digital Mom Segmentation She-Lore TRUTH EXAMPLE Even moms are Women women first. shoppers are mommies. not all the time... Market to the “me” in moms by portraying her enjoying the minivan all alone. It becomes her retreat from the family - her personal space. Wednesday, June 2, 2010
  • 21. EMPOWER HER While she is searching for the “perfect fit” item that meets all her requirements - make it easy for her to save, compare and review. 4 She-Lore TRUTH EXAMPLE Women shop with a destination in mind. Women shop The elusive “perfect fit” compulsively. well, not all the time… HP provides the ability to customize one’s computer, including the cover design. TV spots with female celebrities like Serena Williams and Gwen Stephanie customizing their personal HP to include all their passions. Wednesday, June 2, 2010
  • 22. Facebook is the curated newsfeed. DON’T HOLD BACK Give her the whole story - not just the headlines. Her currency is story. Give her personal details - not facts and figures. TRUTH She wants details, details, details. The more the better. 5 She-Lore Women are overwhelmed with information. EXAMPLE please... Florida’s Natural is the only orange juice that does not import their oranges. TV spots ran showcasing the back of other brand’s cartons and how their oranges come from other countries. Wednesday, June 2, 2010
  • 23. http://www.thelooksforless.com BE AUTHENTIC Give her reasons to feel confident in herself without comparing her to the “women men want.” TRUTH She’s more concerned with impressing herself and her friends, 6She-Lore Women dress to impress men. EXAMPLE not really... “Only 2% of women around the world chose ‘beautiful’ to describe their looks”. Celebrates natural beauty and not adhering to the stereotypical image men prefer Wednesday, June 2, 2010
  • 24. How do women really interact with media and how can brands meaningfully fit? Wednesday, June 2, 2010
  • 25. MEDIA INTERACTION 100 Women Completed Journals Mothers Mothers Women (Children 12 and younger) (Children 13-17) (No children living at home) Women | 35-54 | working/non-working mix | $75k+ HHI | Journaled Online 4x in a week Wednesday, June 2, 2010
  • 26. Quickly made cereal for kids. Eggs for husband Jim. Glanced at morning news. Ran errands on way home--mailed a Briefly logged into Facebook to see friend package at the post office. Once updates. Read paper to learn about local zoning issue. Drove Jacob to school with home looked at Target and Wal-Mart circular to see if any good cookware is Facebook is their digital Madison in tow. She spilled her sippy cup. Local newspaper | Yo Gabba Gabba | Blue’s Clues | on sale. Double checked their websites. With TV Land in backbone (85% utilize) Facebook.com | weather.com background, checked email and read about latest hollywood breakup on TMZ.com. Yahoo homepage + email | TMZ.com | TV Land | Online gaming is a favorite pass Google (for news stories) time (over 50%) Went to gym and drop Madison off at in-house daycare. Caught HGTV on the TV while on elliptical. Consumption divided into 11 Also read “Cooking Light” for meal Re-checked Facebook ideas. Texted husband to see if he account and ‘commented’ on a friends cute picture with her topic centers of which news, was into Chicken Parm for dinner. Picked up chicken on way home. kids. Also fanned ‘Being a Mom’. Skimmed for other lifestyle/home, entertainment, online diversions--ordered ‘Cooking Light’ | ‘Real Simple’ | Health Clubs | “Goodnight Moon” children’s fashion and health are at the top. book at Amazon and looked ‘People’ | ‘Shape’ | ‘Self’ | grocery store for deals for kid’s clothes. Made PB&J lunch for Madison. cuteoverload.com | newschannel5.com | News is being curated by friends Amazon.com | slickdeals.com | pogo.com Magazines still a staple while TV Checked Expedia.com for spring break ideas for family. fades to background Dollywood?!? Read favorite Picked Jacob up from family blogs for activity ideas school. Finished for upcoming holiday. Also on preparing dinner and NAME: ANNE how to sneak vegetables in kid’s food. Tried to diagnose ate while watching AGE: 37 Day divided in 3 zones American Idol on TV. my weird symptoms at After the kids were in webmd.com, but no luck STATUS: Married to husband Jim, 39, bed, caught up on Real and living in outer Nashville. They have (unless I have every known Housewives of Orange condition). County on DVR. two children: Jacob, 8, and Madison, 3. Travelocity.com | Tripadvisor.com | webmd.com | WeTV | TLC | HGTV themommyblog.net | Expedia.com | blogher.com Wednesday, June 2, 2010
  • 27. MEDIA INTERACTION Catch Up Productive Time “Me”/Family Time Email Talk TV Primetime TV Daytime TV News Weather Gaming Gaming Kids’ TV Wo Online Shopping Radio rk or E Social Online Shopping rran Email Magazine Social ds Reality TV News Social News Search 7:00 am 12:00 pm 7:00 pm Wednesday, June 2, 2010
  • 28. Online Habits (excluding Facebook & portals) Afternoon Morning Evening Wednesday, June 2, 2010
  • 29. What women are doing with SOCIAL MEDIA 72% 73% 74% Receive photos Research Products Purchase Products 61% 62% 9% Used web-based e-mail Publish pages E-mail photos 11% Comment on blogs 15% Play games w/others 17% Use social sites 43% 21% Read blogs 40% 24% Play games alone Download music 27% 27% Use IM Watch web videos 24% 17% 21% 15% 9% 11% Source: Forrester Research, 2008 * Center for Media research, May 2008 Report Wednesday, June 2, 2010
  • 30. Propagation: Influencer marketing Innovators Early Adopters Early Majority Late Majority Laggards Wednesday, June 2, 2010
  • 31. Communities: Controlled branded spaces Innovators Early Adopters Early Majority Late Majority Laggards Wednesday, June 2, 2010
  • 32. Broadcast Media Mass Reach Innovators Early Adopters Early Majority Late Majority Laggards Wednesday, June 2, 2010
  • 33. Media that’s social Scalable Conversation Innovators Early Adopters Early Majority Late Majority Laggards Wednesday, June 2, 2010
  • 34. How social actions drive advocacy Control group of Customers who follow the brand Customers creating content like customers who complete on Twitter, fan the brand on posting videos, pictures, status each digital action, but not Facebook or belong to a updates, tweets, blog posts or on behalf of the brand. Facebook group. even custom products. Control Engage Participate Contribute Create Customers who have been Customers who freely engaged by the brand with things offer product feedback like: Augmented reality, microsites, and input via polls, online games, mobile apps and reviews, forums and online videos. applications. N = 2578 total, 1277 Women, study conducted 03.10 by Consumer Insights Inc. Wednesday, June 2, 2010
  • 35. SOCIAL % who discussed brand in the past 12 months N = 1277 Women Control Test 68% 62% 57% 46% 31% 32% 27% 24% Engage Partcipate Create Contribute N = 2578 total, 1277 Women, study conducted 03.10 by Consumer Insights Inc. Wednesday, June 2, 2010
  • 36. SOCIAL % who discussed brand in the past 12 months N = 1277 Women Control Test Men 68% 60% 62% 57% 50% 48% 48% 46% 31% 32% 27% 24% Engage Partcipate Create Contribute N = 2578 total, 1277 Women, study conducted 03.10 by Consumer Insights Inc. Wednesday, June 2, 2010
  • 37. SOCIAL # of discussions past 12 months per 1000 customers among women only Control Test 5,576 3,990 2,666 2,484 1,085 1,056 672 756 Engage Partcipate Create Contribute N = 2578 total, 1277 Women, study conducted 03.10 by Consumer Insights Inc. (Conversation Rate x % discuss) x 1000 Wednesday, June 2, 2010
  • 38. “For every $1 million in sales, the internet influences $3.45 million in store sales.” -emarketer.com So how much do you think you’re leaving on the table? Wednesday, June 2, 2010