Reaching Women via Social Media

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