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A new research study from Yahoo! and the brand development and marketing insight consultancy, Added Value, details women’s needs and how they relate to the online channels they use on a daily basis.

A new research study from Yahoo! and the brand development and marketing insight consultancy, Added Value, details women’s needs and how they relate to the online channels they use on a daily basis.

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  • Q1.1. Different people have different needs and some of these are listed below. Thinking specifically about who you are as a person, please indicate which of these needsmatter most to you. Q1.1B. Shown below are some needs experienced by people. Look at the words on the right and the left and indicate which of these describes your needs better when connecting to other people.
  • Q1.1. Different people have different needs and some of these are listed below. Thinking specifically about who you are as a person, please indicate which of these needsmatter most to you. Q1.1B. Shown below are some needs experienced by people. Look at the words on the right and the left and indicate which of these describes your needs better when connecting to other people
  • Q1.1. Different people have different needs and some of these are listed below. Thinking specifically about who you are as a person, please indicate which of these needsmatter most to you. Q1.1B. Shown below are some needs experienced by people. Look at the words on the right and the left and indicate which of these describes your needs better when connecting to other people
  • Q1.1. Different people have different needs and some of these are listed below. Thinking specifically about who you are as a person, please indicate which of these needsmatter most to you. Q1.1B. Shown below are some needs experienced by people. Look at the words on the right and the left and indicate which of these describes your needs better when connecting to other people
  • Q1.5/1.6. How frequently do you use the following?
  • Base size: Women’s sites n=798; Special Interest sites n=812; Review sites n=820; Blogs n=812; Online Community groups n=837; Email n=871; Instant Messaging n=854; Social sites n=855; Twitter n=746Q1.8 Typically which groups of people do you connect with using these channels below? Please select as many as apply.
  • Base size: Women’s sites n=798; Special Interest sites n=812; Review sites n=820; Blogs n=812; Online Community groups n=837; Email n=871; Instant Messaging n=854; Social sites n=855; Twitter n=746Q1.7. Looking at the methods/channels below please indicate which of these you typically use to dothe following activities? You may select all that apply for each method/channel.
  • Base size: Women’s sites n=798; Special Interest sites n=812; Review sites n=820; Blogs n=812; Online Community groups n=837; Email n=871; Instant Messaging n=854; Social sites n=855; Twitter n=746Q1.7. Looking at the methods/channels below please indicate which of these you typically use to dothe following activities? You may select all that apply for each method/channel.
  • Base size: Women’s sites n=798; Special Interest sites n=812; Review sites n=820; Blogs n=812; Online Community groups n=837; Email n=871; Instant Messaging n=854; Social sites n=855; Twitter n=746Q1.7. Looking at the methods/channels below please indicate which of these you typically use to dothe following activities? You may select all that apply for each method/channel.
  • Base size: Women’s sites n=798; Special Interest sites n=812; Review sites n=820; Blogs n=812; Online Community groups n=837; Email n=871; Instant Messaging n=854; Social sites n=855; Twitter n=746Q1.14A What do you typically read about on each of the types of social media sites listed below?
  • Base size: Women’s sites n=798; Special Interest sites n=812; Review sites n=820; Blogs n=812; Online Community groups n=837; Email n=871; Instant Messaging n=854; Social sites n=855; Twitter n=746Q1.10 Now thinking more specifically about brands, products and shopping, please indicate how you feel about each of the online channels.  Select as many as apply in each row.
  • Base size: Women’s sites n=798; Special Interest sites n=812; Review sites n=820; Blogs n=812; Online Community groups n=837; Email n=871; Instant Messaging n=854; Social sites n=855; Twitter n=746Q1.10. Now thinking more specifically about brands, products and shopping, please indicate how you feel about each of the online channels. 
  • Base size: Women’s sites n=798; Special Interest sites n=812; Review sites n=820; Blogs n=812; Online Community groups n=837; Email n=871; Instant Messaging n=854; Social sites n=855; Twitter n=746Q1.10. Now thinking more specifically about brands, products and shopping, please indicate how you feel about each of the online channels. 
  • Base size: Women’s sites n=798; Special Interest sites n=812; Review sites n=820; Blogs n=812; Online Community groups n=837; Email n=871; Instant Messaging n=854; Social sites n=855; Twitter n=746Q1.7. Looking at the methods/channels below please indicate which of these you typically use to dothe following activities? You may select all that apply for each method/channel.
  • Transcript

    • 1.
    • 2. Agenda<br />2<br />Identifying the needs of women<br />Understanding how online channels deliver on those needs<br />Helping marketers make the most out of these connections<br />
    • 3. Our Phased Approach <br />QUANTITATIVE<br />1-to-1 INTERVIEWS <br />QUALITATIVE<br /><ul><li>8 Groups
    • 4. 4 in Denver, CO
    • 5. 4 in New York, NY
    • 6. Mix of age
    • 7. With & without kids
    • 8. Working & stay at home
    • 9. N=3000
    • 10. 30-minute online surveys
    • 11. Nationally representative
    • 12. Use a mix of online channels and sites
    • 13. Augment of n=250 mom-bloggers or avid followers of bloggers
    • 14. 5 Expert interviews
    • 15. 25 additional interviews to unearth Needs
    • 16. 20 women: academics, bloggers, moms, professionals
    • 17. 5 men: to ensure we had a counter point</li></ul>+<br />+<br />3<br />
    • 18. 4<br />?<br />?<br />?<br />Women are often labeled “complex creatures”<br />Source: Secondary Resources<br />
    • 19.
    • 20. This study breaks through the labels to understand women and their needs<br />
    • 21. 7<br />Who I am<br />I’d like to develop & express myself<br />I don’t have to be perfect<br />What I think<br />The Internet has access to tons of information, answers & women like me<br />How I feel<br />It’s not taboo to take care of my own needs, emotions<br />What I do<br />I live a robust, multifaceted life that can’t be pigeonholed <br />Women don’t want to be bucketed and aren’t interested in perfection<br />Source: Qualitative & Dipsticks (Qualitative)<br />
    • 22. 8<br />Understanding this complexity helps us market to women more effectively<br />=<br /><ul><li>Why does she use different channels?
    • 23. Who is she connecting with?
    • 24. Where are women sharing or receiving?
    • 25. Where is she most receptive to advertising?
    • 26. Where is she getting product information?
    • 27. How does she get deals and share them?
    • 28. What is fundamentally important to women?</li></li></ul><li>Understanding the needs of women<br />9<br />
    • 29. 10<br />Breaking it down to basic needs<br />What drives<br />her?<br />Do needs differ by life stage?<br />What does<br />she want <br />when<br />connecting with others?<br />
    • 30. Knowing what makes women tick<br />11<br />Expert Interviews + Quantitative + Qualitative<br />Source: Dipstick + Quantitative + Qualitative<br />11<br />
    • 31. Some needs are more prevalent than others <br />Relying on others<br />Validation from Others<br />Personal Growth<br />Relying on self<br />12<br />Source: Quantitative<br />
    • 32. 13<br />Mature Vs. Young<br />Prevalence of needs: How important is this need?<br />Mutual <br />Sharing<br />Pushing the<br />limits<br />Affectionate<br />Closeness<br />Release<br />& Escape<br />Being<br />the Best<br />Be in the<br />Know<br />Care<br />of Self<br />Broadening<br />Horizons<br />Improve<br />Myself<br />Boomer<br />Millennial<br />Social <br />Currency<br />Repair <br />& Healing<br />Up the <br />Ante<br />Bargain<br />Hunting<br />Validation<br />Be<br />Enabled<br />In Control<br />Source: Quantitative<br />Base size: Millennial Women n=411; Boomer Women n=1011<br />
    • 33. 14<br />Stay at Home vs. Work out of Home<br />Prevalence of needs: How important is this need?<br />Mutual <br />Sharing<br />Pushing the<br />limits<br />Affectionate<br />Closeness<br />Release<br />& Escape<br />Being<br />the Best<br />Be in the<br />Know<br />Care<br />of Self<br />Broadening<br />Horizons<br />Improve<br />Myself<br />Stay at Home<br />Working<br />Social <br />Currency<br />Repair <br />& Healing<br />Up the <br />Ante<br />Bargain<br />Hunting<br />Validation<br />Be<br />Enabled<br />In Control<br />Source: Quantitative<br />Base size: Working Women n=1803; Homemakers n=337<br />
    • 34. 15<br />Kids vs. No Kids<br />Prevalence of needs: How important is this need?<br />Mutual <br />Sharing<br />Pushing the<br />limits<br />Affectionate<br />Closeness<br />Release<br />& Escape<br />Being<br />the Best<br />Be in the<br />Know<br />Care<br />of Self<br />Broadening<br />Horizons<br />Improve<br />Myself<br />Kids<br />No Kids<br />Social <br />Currency<br />Repair <br />& Healing<br />Up the <br />Ante<br />Bargain<br />Hunting<br />Validation<br />Be<br />Enabled<br />In Control<br />Source: Quantitative<br />Base size: Women with kids n=692; Women without kids n=752<br />
    • 35. Understanding Needs<br />Much is made of perceived differences between different women, but their underlying needs are consistent<br />The most important needs are about personal growth and connecting with others<br />16<br />
    • 36. Online Channels Delivering on Needs<br />17<br />
    • 37. 18<br />Understanding Channels is Imperative<br />How do the channels fulfill needs?<br />How often is she using the channels?<br />Who is she connecting with?<br />What info is she sharing and receiving and where?<br />
    • 38. 19<br />What channels did we look at?<br />
    • 39. Care of Self<br />Bargain Hunting<br />Improve Myself<br />Be enabled <br />Affectionate closeness<br />How Channels Fulfill <br />Needs<br />Mutual Sharing<br />Release & Escape<br />Broadening Horizons<br />Validation<br />Repair & Healing<br />In Control<br />Be In the Know<br />Being the Best<br />Up the ante<br />Social Currency<br />Pushing the limits<br />NEXT SECTION - HIGHLIGHTING = More than 60% of Women feel Channel delivers on the following need state and/or channel is one of the top 5 to deliver on the need state<br />Source: Quantitative<br />20<br />
    • 40. Care of Self<br />Bargain Hunting<br />Improve Myself<br />Fulfills nearly all needs, helping her be more satisfied emotionally while being a smarter consumer <br />Be enabled <br />Affectionate closeness<br />Mutual Sharing<br />Release & Escape<br />Broadening Horizons<br />Validation<br />Repair & Healing<br />In Control<br />Be In the Know<br />Being the Best<br />Up the ante<br />Social Currency<br />Pushing the limits<br />NEXT SECTION - HIGHLIGHTING = More than 60% of Women feel Channel delivers on the following need state and/or channel is one of the top 5 to deliver on the need state<br />Source: Quantitative<br />21<br />
    • 41. Care of Self<br />Bargain Hunting<br />Improve Myself<br />Offers sharing regarding personal questions & concerns from others “like her” but might not “know her”<br />Be enabled <br />Affectionate closeness<br />Mutual Sharing<br />Release & Escape<br />Broadening Horizons<br />Validation<br />Repair & Healing<br />In Control<br />Be In the Know<br />Being the Best<br />Up the ante<br />Social Currency<br />Pushing the limits<br />NEXT SECTION - HIGHLIGHTING = More than 60% of Women feel Channel delivers on the following need state and/or channel is one of the top 5 to deliver on the need state<br />Source: Quantitative<br />22<br />
    • 42. Care of Self<br />Bargain Hunting<br />Improve Myself<br />Controlled information to be used for bargain hunting <br />In turn, making her feel smarter and enabled<br />Be enabled <br />Affectionate closeness<br />Mutual Sharing<br />Release & Escape<br />Broadening Horizons<br />Validation<br />Repair & Healing<br />In Control<br />Be In the Know<br />Being the Best<br />Up the ante<br />Social Currency<br />Pushing the limits<br />NEXT SECTION - HIGHLIGHTING = More than 60% of Women feel Channel delivers on the following need state and/or channel is one of the top 5 to deliver on the need state<br />Source: Quantitative<br />23<br />
    • 43. Care of Self<br />Bargain Hunting<br />Improve Myself<br />Self improvement, being in the know, & pushing the limits<br />Be enabled <br />Affectionate closeness<br />Mutual Sharing<br />Release & Escape<br />Broadening Horizons<br />Validation<br />Repair & Healing<br />In Control<br />Be In the Know<br />Being the Best<br />Up the ante<br />Social Currency<br />Pushing the limits<br />NEXT SECTION - HIGHLIGHTING = More than 60% of Women feel Channel delivers on the following need state and/or channel is one of the top 5 to deliver on the need state<br />Source: Quantitative<br />24<br />
    • 44. Care of Self<br />Bargain Hunting<br />Improve Myself<br />Connection to people who love what she loves<br />Taps into our identity and can even aid in bargain hunting<br />Be enabled <br />Affectionate closeness<br />Mutual Sharing<br />Release & Escape<br />Broadening Horizons<br />Validation<br />Repair & Healing<br />In Control<br />Be In the Know<br />Being the Best<br />Up the ante<br />Social Currency<br />Pushing the limits<br />NEXT SECTION - HIGHLIGHTING = More than 60% of Women feel Channel delivers on the following need state and/or channel is one of the top 5 to deliver on the need state<br />Source: Quantitative<br />25<br />
    • 45. Care of Self<br />Bargain Hunting<br />Improve Myself<br />Strong in delivering for care of self and the need to be in control<br />Great for communicating the important things<br />Be enabled <br />Affectionate closeness<br />Mutual Sharing<br />Release & Escape<br />Broadening Horizons<br />Validation<br />Repair & Healing<br />In Control<br />Be In the Know<br />Being the Best<br />Up the ante<br />Social Currency<br />Pushing the limits<br />NEXT SECTION - HIGHLIGHTING = More than 60% of Women feel Channel delivers on the following need state and/or channel is one of the top 5 to deliver on the need state<br />Source: Quantitative<br />26<br />
    • 46. Care of Self<br />Bargain Hunting<br />Improve Myself<br />Instant message<br />= <br />Instant Sharing<br />Be enabled <br />Affectionate closeness<br />Mutual Sharing<br />Release & Escape<br />Broadening Horizons<br />Validation<br />Repair & Healing<br />In Control<br />Be In the Know<br />Being the Best<br />Up the ante<br />Social Currency<br />Pushing the limits<br />NEXT SECTION - HIGHLIGHTING = More than 60% of Women feel Channel delivers on the following need state and/or channel is one of the top 5 to deliver on the need state<br />Source: Quantitative<br />27<br />
    • 47. Care of Self<br />Bargain Hunting<br />Improve Myself<br />About feeling smarter, better & “being in the know”<br />Strong social currency & broadening horizons<br />Be enabled <br />Affectionate closeness<br />Mutual Sharing<br />Release & Escape<br />Broadening Horizons<br />Validation<br />Repair & Healing<br />In Control<br />Be In the Know<br />Being the Best<br />Up the ante<br />Social Currency<br />Pushing the limits<br />NEXT SECTION - HIGHLIGHTING = More than 60% of Women feel Channel delivers on the following need state and/or channel is one of the top 5 to deliver on the need state<br />Source: Quantitative<br />28<br />
    • 48. Care of Self<br />Bargain Hunting<br />Improve Myself<br />Being close to her circle with the ability to share and release<br />Being in the know without being “close”<br />Be enabled <br />Affectionate closeness<br />Mutual Sharing<br />Release & Escape<br />Broadening Horizons<br />Validation<br />Repair & Healing<br />In Control<br />Be In the Know<br />Being the Best<br />Up the ante<br />Social Currency<br />Pushing the limits<br />NEXT SECTION - HIGHLIGHTING = More than 60% of Women feel Channel delivers on the following need state and/or channel is one of the top 5 to deliver on the need state<br />Source: Quantitative<br />29<br />
    • 49. 30<br />Women have complex connected online lives<br />Source: Qualitative<br />
    • 50. 31<br />Email, social networks, and IM have broad mass reach<br />I use the following weekly…<br />Source: Quantitative<br />Women n=2581<br />
    • 51. Connections vary significantly by channel<br />I connect with the following people…<br />Source: Quantitative<br />32<br />
    • 52. Information taken from content sites is shared on social networks…<br />What I do on these sites…<br />33<br />Source: Quantitative<br />
    • 53. …and in person<br />What I do on these sites…<br />34<br />Source: Quantitative<br />
    • 54. Women receive information about products & brands on content sites<br />What I do on these sites…<br />35<br />Source: Quantitative<br />
    • 55. Content-rich sites offer expertise and anonymity<br />I read ABOUT the following…<br />Source: Quantitative<br />
    • 56. Surprisingly, anonymity can yield deeper connections<br />Anonymous<br />Access to like-minded women and solutions that truly resonate without the risk of being judged by those who know you<br />About quick, pithy, more public sharing, news, updates<br />Accountable<br />Deeper Connections<br />Casual Connections<br />Source: Qualitative + Quantitative<br />37<br />
    • 57. Understanding Channels<br />Communication channels and social networking channels are used most often<br />Content channels and groups meet the widest range of needs <br />Content channels also offer anonymity and deeper connection<br />38<br />
    • 58. Helping marketers make the most<br /> out of these connections<br />39<br />39<br />
    • 59. 40<br />Leveraging these Channels for Marketing & Advertising<br />Where is she more accepting of ads?<br />What channels influence purchase decisions?<br />How do the channels deliver on deals?<br />Where is she talking about brands?<br />
    • 60. Ads on content sites are more relevant and engaging<br />How do you feel about each online channel, select all statements that apply…<br />Source: Quantitative<br />
    • 61. Content sites inform purchase decisions<br />How do you feel about each online channel, select all statements that apply…<br />42<br />Source: Quantitative<br />
    • 62. Content-sites offer an appropriate forum for customer acquisition and engagement<br />How do you feel about each online channel, select all statements that apply…<br />Source: Quantitative<br />43<br />
    • 63. Brand & product sharing are taking place most in content driven sites<br />I use this for product or brand information<br />Source: Quantitative<br />44<br />
    • 64. Delivering for Marketers<br />Women’s Lifestyle sites, Special Interest sites, and Online Review sites are seen as relevant and impactful marketing channels.<br />Ads, specifically, on content sites are more relevant and engaging<br />They have impact through the course of the funnel<br />45<br />
    • 65. “RECEIVING”<br />Get info about my interests<br />Get info about products/brands<br />Read reviews<br />Read comments/ posts <br />Care of Self<br />Discuss or share info about products & brands<br />Bargain Hunting<br />Improve Myself<br />Share links/info I found interesting<br />Be enabled <br />Affectionate closeness<br />Share interesting videos<br />Mutual Sharing<br />Release & Escape<br />Write reviews<br />Broadening Horizons<br />“NEEDS”<br />“SHARING”<br />Validation<br />Repair & Healing<br />Post/upload my own content<br />In Control<br />Be in the Know<br />Post comments<br />Being the Best<br />Up the ante<br />Meet new people through this<br />Social Currency<br />Pushing the limits<br />I don’t pay attention to ads here<br />Has reliable information on brands/ products<br />Useful to figure out what brands are there<br />Gives me different point of views on products<br />Has encouraged me to try out new products<br />“RECEPTIVITY”<br />46<br />
    • 66. “RECEIVING”<br />Read comments/ posts <br />Get info about my interests<br />Get info about products/brands<br />Read reviews<br />Care of Self<br />Discuss or share info about products & brands<br />Bargain Hunting<br />Improve Myself<br />Share links/info I found interesting<br />Be enabled <br />Affectionate closeness<br />Share interesting videos<br />Mutual Sharing<br />Release & Escape<br />Write reviews<br />Broadening Horizons<br />“SHARING”<br />“NEEDS”<br />Validation<br />Repair & Healing<br />Post/upload my own content<br />In Control<br />Be In the Know<br />Post comments<br />Being the Best<br />Up the ante<br />Meet new people through this<br />Social Currency<br />Pushing the limits<br />I don’t pay attention to ads here<br />Has reliable information on brands/ products<br />Useful to figure out what brands are there<br />Gives me different point of views on products<br />Has encouraged me to try out new products<br />“RECEPTIVITY”<br />47<br />
    • 67. Get info about my interests<br />Get info about products/brands<br />Read reviews<br />Read comments/ posts <br />“RECEIVING”<br />Care of Self<br />Discuss or share info about products & brands<br />Bargain Hunting<br />Improve Myself<br />Share links/info I found interesting<br />Be enabled <br />Affectionate closeness<br />Share interesting videos<br />Mutual Sharing<br />Release & Escape<br />Write reviews<br />Broadening Horizons<br />“SHARING”<br />“NEEDS”<br />Validation<br />Repair & Healing<br />Post/upload my own content<br />In Control<br />Be In the Know<br />Post comments<br />Being the Best<br />Up the ante<br />Meet new people through this<br />Social Currency<br />Pushing the limits<br />I don’t pay attention to ads here<br />Has reliable information on brands/ products<br />Useful to figure out what brands are there<br />Gives me different point of views on products<br />Has encouraged me to try out new products<br />“RECEPTIVITY”<br />48<br />
    • 68. “RECEIVING”<br />Read comments/ posts <br />Get info about my interests<br />Get info about products/brands<br />Read reviews<br />Care of Self<br />Discuss or share info about products & brands<br />Bargain Hunting<br />Improve Myself<br />Share links/info I found interesting<br />Be enabled <br />Affectionate closeness<br />Share interesting videos<br />Mutual Sharing<br />Release & Escape<br />Write reviews<br />Broadening Horizons<br />“SHARING”<br />“NEEDS”<br />Validation<br />Repair & Healing<br />Post/upload my own content<br />In Control<br />Be In the Know<br />Post comments<br />Being the Best<br />Up the ante<br />Meet new people through this<br />Social Currency<br />Pushing the limits<br />I don’t pay attention to ads here<br />Has reliable information on brands/ products<br />Useful to figure out what brands are there<br />Gives me different point of views on products<br />Has encouraged me to try out new products<br />“RECEPTIVITY”<br />49<br />
    • 69. Get info about my interests<br />Get info about products/brands<br />Read reviews<br />Read comments/ posts <br />“RECEIVING”<br />Care of Self<br />Discuss or share info about products & brands<br />Bargain Hunting<br />Improve Myself<br />Share links/info I found interesting<br />Be enabled <br />Affectionate closeness<br />Share interesting videos<br />Mutual Sharing<br />Release & Escape<br />Write reviews<br />Broadening Horizons<br />“SHARING”<br />“NEEDS”<br />Validation<br />Repair & Healing<br />Post/upload my own content<br />In Control<br />Be In the Know<br />Post comments<br />Being the Best<br />Up the ante<br />Meet new people through this<br />Social Currency<br />Pushing the limits<br />I don’t pay attention to ads here<br />Has reliable information on brands/ products<br />Useful to figure out what brands are there<br />Gives me different point of views on products<br />Has encouraged me to try out new products<br />“RECEPTIVITY”<br />50<br />
    • 70. “RECEIVING”<br />Get info about products/brands<br />Read reviews<br />Read comments/ posts <br />Get info about my interests<br />Care of Self<br />Discuss or share info about products & brands<br />Bargain Hunting<br />Improve Myself<br />Share links/info I found interesting<br />Be enabled <br />Affectionate closeness<br />Share interesting videos<br />Mutual Sharing<br />Release & Escape<br />Write reviews<br />Broadening Horizons<br />“SHARING”<br />“NEEDS”<br />Validation<br />Repair & Healing<br />Post/upload my own content<br />In Control<br />Be In the Know<br />Post comments<br />Being the Best<br />Up the ante<br />Meet new people through this<br />Social Currency<br />Pushing the limits<br />I don’t pay attention to ads here<br />Has reliable information on brands/ products<br />Useful to figure out what brandsare there<br />Gives me different point of views on products<br />Has encouraged me to try out new products<br />“RECEPTIVITY”<br />51<br />
    • 71. “RECEIVING”<br />Read comments/ posts <br />Get info about my interests<br />Get info about products/brands<br />Read reviews<br />Care of Self<br />Discuss or share info about products & brands<br />Bargain Hunting<br />Improve Myself<br />Share links/info I found interesting<br />Be enabled <br />Affectionate closeness<br />Share interesting videos<br />Mutual Sharing<br />Release & Escape<br />Write reviews<br />Broadening Horizons<br />“SHARING”<br />“NEEDS”<br />Validation<br />Repair & Healing<br />Post/upload my own content<br />In Control<br />Be In the Know<br />Post comments<br />Being the Best<br />Up the ante<br />Meet new people through this<br />Social Currency<br />Pushing the limits<br />I don’t pay attention to ads here<br />Has reliable information on brands/ products<br />Useful to figure out what brands are there<br />Gives me different point of views on products<br />Has encouraged me to try out new products<br />“RECEPTIVITY”<br />52<br />
    • 72. “RECEIVING”<br />Read comments/ posts <br />Get info about my interests<br />Get info about products/brands<br />Read reviews<br />Care of Self<br />Discuss or share info about products & brands<br />Bargain Hunting<br />Improve Myself<br />Share links/info I found interesting<br />Be enabled <br />Affectionate closeness<br />Share interesting videos<br />Mutual Sharing<br />Release & Escape<br />Write reviews<br />Broadening Horizons<br />“SHARING”<br />“NEEDS”<br />Validation<br />Repair & Healing<br />Post/upload my own content<br />In Control<br />Be In the Know<br />Post comments<br />Being the Best<br />Up the ante<br />Meet new people through this<br />Social Currency<br />Pushing the limits<br />I don’t pay attention to ads here<br />Has reliable information on brands/ products<br />Useful to figure out what brands are there<br />Gives me different point of views on products<br />Has encouraged me to try out new products<br />“RECEPTIVITY”<br />53<br />
    • 73. “RECEIVING”<br />Read comments/ posts <br />Get info about my interests<br />Get info about products/brands<br />Read reviews<br />Care of Self<br />Discuss or share info about products & brands<br />Bargain Hunting<br />Improve Myself<br />Share links/info I found interesting<br />Be enabled <br />Affectionate closeness<br />Share interesting videos<br />Mutual Sharing<br />Release & Escape<br />Write reviews<br />Broadening Horizons<br />“SHARING”<br />“NEEDS”<br />Validation<br />Repair & Healing<br />Post/upload my own content<br />In Control<br />Be In the Know<br />Post comments<br />Being the Best<br />Up the ante<br />Meet new people through this<br />Social Currency<br />Pushing the limits<br />I don’t pay attention to ads here<br />Has reliable information on brands/ products<br />Useful to figure out what brands are there<br />Gives me different point of views on products<br />Has encouraged me to try out new products<br />“RECEPTIVITY”<br />54<br />
    • 74. “RECEIVING”<br />Read comments/ posts <br />Get info about my interests<br />Get info about products/brands<br />Read reviews<br />Care of Self<br />Discuss or share info about products & brands<br />Bargain Hunting<br />Improve Myself<br />Share links/info I found interesting<br />Be enabled <br />Affectionate closeness<br />Share interesting videos<br />Mutual Sharing<br />Release & Escape<br />Write reviews<br />Broadening Horizons<br />“SHARING”<br />“NEEDS”<br />Validation<br />Repair & Healing<br />Post/upload my own content<br />In Control<br />Be In the Know<br />Post comments<br />Being the Best<br />Up the ante<br />Meet new people through this<br />Social Currency<br />Pushing the limits<br />Has reliable information on brands/ products<br />Useful to figure out what brands are there<br />Gives me different point of views on products<br />Has encouraged me to try out new products<br />I don’t pay attention to ads here<br />“RECEPTIVITY”<br />55<br />
    • 75. Needs: Focusing on underlying needs enables deeper emotional connections with women, for product, marketing and content functions.<br /><ul><li>The most important needs for women revolve around personal growth, as well as their interdependencies on others in their lives.</li></ul>Channels: Understanding how channels deliver differently on needs allows for fine tuning of marketing communications.<br /><ul><li>Social networking and IM are used most often by women. These channels enable women to stay connected and share information, but these connections are more casual. Marketing messages are often ignored in these environments.
    • 76. Women’s lifestyle and Special interest sites fulfill the most needs for women. These channels also offer anonymity which results in deep emotional connection.
    • 77. Email continues to be one of the stronger channels in terms of usage and a great channel for content sharing.</li></ul>Receptivity: Women’s lifestyle sites, specialty sites and review sites are ideal platforms for delivering marketing messages.<br /><ul><li>These channels deliver 3x the impact on purchase decisions compared to other online channels.
    • 78. Women are most open to advertising on these channels especially compared to communication.</li></ul>56<br />
    • 79. THANK YOU!<br />Amy Janis <br />Edwin H. Wong<br />Radha Subramanyam<br />Lauren Weinberg<br />Ira Amilhussin<br />Christina Mautz<br />Nima Srinivasan<br />Carisha Larios<br />Kimberly Baylor<br />Jason Huntley<br />Amisha Agrawal<br />Mariano Paniello<br />?’s:<br />amyjanis@yahoo-inc.com<br />edwinw@yahoo-inc.com<br />57<br />

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