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Reaching Women Thru Social Media
 

Reaching Women Thru Social Media

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presented at Blogworld Expo Oct 09

presented at Blogworld Expo Oct 09

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  • Hi Aliza
    Really interesting show. I'm preparing to deliver training to not-for-profit organisations on Social Media usage and I'm wondering if there's data on UK women's usage of SM - I'll have to check it out. Thanks for sharing a stimulating show.
    Kind regards,
    Jim
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    Reaching Women Thru Social Media Reaching Women Thru Social Media Presentation Transcript

    • Stimulating Conversations with women in the social mediasphere
    • Who?
    • What?
    • Why?
    • How?
    • Social Media is intimate...
    • Conversation
      • Social Media is
              • about friendships and relationships...
    • Real Ones.
    • Women use social media for...
    • Connection Community Creativity Convenience
    • Social Media is...
    • Empowering the Consumer
    • Aug 09 survey of 1,000 women by Q Interactive on CoolSavings.com
    • 75% of women surveyed said they were... more active in social media than they were a year ago Aug 2009 - Q Interactive
    • 64% didn’t care whether a brand was present in social networks or not Aug 2009 - Q Interactive
    • ?
    • Surveyed on a coupon site Looking for coupons from brands
    • 54% visit social networking sites at least once a day Aug 2009 - Q Interactive
    • 75% said that their use of social nets did “not really” affect their purchase decisions or did “ not at all” influence their buying. Aug 2009 - Q Interactive
    • ? 10 years ago, we saw similar stats about women not caring if brands had...
    • ...web sites. !
    • early adopters early mass later adopters later mass the rest The Web Social Media { } 1995/1996 2008/2009 1997 1998 2000 2010 2011 2012
    • early adopters early mass later adopters later mass the rest } web coupon clippers } bloggers podcasters social networkers emailers 2008/2009 2010 2011 2012
    • May 2009 social media survey by BlogHer, iVillage & Compass Partners
    • surveyed... 2,821 women in the general U.S. population 1,008 women from the BlogHer network 788 women in the iVillage network May 2009 - BlogHer, iVillage & Compass Partners
    • 42 million women in the United States participate in social media at least weekly. May 2009 - BlogHer, iVillage & Compass Partners
    • 31.5 million - Social Networks 23 million - Blogs 16.8 million - Message boards 6.7 million - Twitter May 2009 - BlogHer, iVillage & Compass Partners
    • Maximum reach : social networks Widest influence : blogs May 2009 - BlogHer, iVillage & Compass Partners
    • 79% of female social network users who responded considered researching products and services and 64% finding deals and discounts important. Spring 2009 - ShesConnected
    • “ Consumers surveyed about their reliance on social networks for purchase decisions may not be thinking of the constant stream of product-related information they share with their networks on a daily basis .” Debra Aho Williamson, eMarkter senior analyst eMarketer.com - Sept. 17, 2009 Are Women Really Ignoring Social Network Marketing?
    • Where do women share?
    •  
              • Top 5 Social Networks (Jan 09)
              • monthly visits:
              • 1. Facebook 1,191,373,339
              • 2. MySpace 810,153,535
              • 3. Twitter 54,218,731
              • 4. Flixter 53,389,974
              • 5. LinkedIn 42,744,438
      Jan 2009, compete.com
              • Facebook users are 45% male,
              • 55% female.
      Jan 2009, iStrategyLabs.com
              • The fastest growing segment
              • on Facebook...
              • Women over 55
      Jan 2009, iStrategyLabs.com
              • Twitterers are 47% male,
              • 53% female.
      Mar 2009, quantcast
              • MySpace users are 42% male,
              • 58% female.
      Mar 2009, quantcast
    • How do you engage in conversations with women through social media?
    • Listen
    • Ask
    • Engage
    • Respond
    • R-E-S-P-E-C-T
    • FAIL!
    • Social Media misperceptions 1. Viral is a strategy. 2. I can control it. 3. I can buy Friends. 4. Bought Friends will listen. 5. I can just buy an ad. 6. I should put all my eggs in SM.
    • Why you might FAIL 1. Pick wrong segment 2. Pick wrong channels 3. Pick wrong message 4. Pick wrong actions
    • It is not a campaign It is a commitment
    • Demographics suck
    • Women don’t use social media based on clear cut demographics
    • 62 divorced no kids 32 single 1 cat 26 married 3 kids 33 married infertile 28 partnered 1 kid 45 married 2 kids 41 married adopting 55 widowed 2 dogs entrepreneur work at home mom traveler job hunting SNARKY Religious blogger teacher housewife
    • Social Media is...
    • HERS
    • Aliza Sherman Conversify Anchorage Minneapolis Denver UK www.conversify.net [email_address] et twitter.com/aliza sherman facebook.com/alizasherman linkedin.com/in/alizasherman