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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Transcript

  • 1. Stimulating Conversations with women in the social mediasphere
  • 2. Who?
  • 3. What?
  • 4. Why?
  • 5. How?
  • 6. Social Media is intimate...
  • 7. Conversation
  • 8.
    • Social Media is
            • about friendships and relationships...
  • 9. Real Ones.
  • 10. Women use social media for...
  • 11. Connection Community Creativity Convenience
  • 12. Social Media is...
  • 13. Empowering the Consumer
  • 14. Aug 09 survey of 1,000 women by Q Interactive on CoolSavings.com
  • 15. 75% of women surveyed said they were... more active in social media than they were a year ago Aug 2009 - Q Interactive
  • 16. 64% didn’t care whether a brand was present in social networks or not Aug 2009 - Q Interactive
  • 17. ?
  • 18. Surveyed on a coupon site Looking for coupons from brands
  • 19. 54% visit social networking sites at least once a day Aug 2009 - Q Interactive
  • 20. 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
  • 21. ? 10 years ago, we saw similar stats about women not caring if brands had...
  • 22. ...web sites. !
  • 23. early adopters early mass later adopters later mass the rest The Web Social Media { } 1995/1996 2008/2009 1997 1998 2000 2010 2011 2012
  • 24. early adopters early mass later adopters later mass the rest } web coupon clippers } bloggers podcasters social networkers emailers 2008/2009 2010 2011 2012
  • 25. May 2009 social media survey by BlogHer, iVillage & Compass Partners
  • 26. 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
  • 27. 42 million women in the United States participate in social media at least weekly. May 2009 - BlogHer, iVillage & Compass Partners
  • 28. 31.5 million - Social Networks 23 million - Blogs 16.8 million - Message boards 6.7 million - Twitter May 2009 - BlogHer, iVillage & Compass Partners
  • 29. Maximum reach : social networks Widest influence : blogs May 2009 - BlogHer, iVillage & Compass Partners
  • 30. 79% of female social network users who responded considered researching products and services and 64% finding deals and discounts important. Spring 2009 - ShesConnected
  • 31. “ 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?
  • 32. Where do women share?
  • 33.  
  • 34.
            • 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
  • 35.
            • Facebook users are 45% male,
            • 55% female.
    Jan 2009, iStrategyLabs.com
  • 36.
            • The fastest growing segment
            • on Facebook...
  • 37.
            • Women over 55
    Jan 2009, iStrategyLabs.com
  • 38.
            • Twitterers are 47% male,
            • 53% female.
    Mar 2009, quantcast
  • 39.
            • MySpace users are 42% male,
            • 58% female.
    Mar 2009, quantcast
  • 40. How do you engage in conversations with women through social media?
  • 41. Listen
  • 42. Ask
  • 43. Engage
  • 44. Respond
  • 45. R-E-S-P-E-C-T
  • 46. FAIL!
  • 47. 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.
  • 48. Why you might FAIL 1. Pick wrong segment 2. Pick wrong channels 3. Pick wrong message 4. Pick wrong actions
  • 49. It is not a campaign It is a commitment
  • 50. Demographics suck
  • 51. Women don’t use social media based on clear cut demographics
  • 52. 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
  • 53. Social Media is...
  • 54. HERS
  • 55. Aliza Sherman Conversify Anchorage Minneapolis Denver UK www.conversify.net [email_address] et twitter.com/aliza sherman facebook.com/alizasherman linkedin.com/in/alizasherman