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Women and Social Media in Canada


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  • profile of women on the go: MasterCardYoung moms and career-oriented women are most likely among their gender to own smartphones and new mobile devices, according to a new MasterCard study on women's relationships with technology.There's no question smartphones and e-readers are becoming more popular among all demos, but only about 16% of women overall said they use the advanced version of a mobile phone, compared to 36% of "connected careerists" (women aged 18 to 34 who are employed full-time without children) and 21% of "mobile mamas" (women between 25 and 49 years of age with kids).Although just 3% of all women surveyed have e-readers like the Kindle and iPad, they are avid users of mobile technology in general: 46% said they could not go one week without their MP3 players, cellphones and cameras, and the access they provide to online shopping, social media networks and file storage.The study, which was released yesterday and includes interviews with 2,000 women, was conducted by Environics Research Group from July 22 to Aug. 4, 2010. It segmented respondents into five categories according to their age and stage in life."Aspiring adopters" are women between the ages of 18 and 34 who are not employed full-time and are most likely to own MP3 players (81%) and smartphones (27%). They are also the second most likely to identify themselves as early adopters of technology (10%)."Connected careerists" of the same age but employed full-time, without children, are identified as the earliest adopters of technology (16%), a profile enabled by this segment's ability to afford the latest gadgets, such as digital cameras (92%), MP3 players (83%) and portable video/gaming devices (36%). Their annual income is between $25,000 and $75,000."Mobile mamas" also own a variety of devices, including digital cameras (92%), cellphones (77%), MP3 players (65%) and video/gaming devices (52%). Some of these devices are for personal use, while others, such as gaming devices, may be used by their children. Their annual household income is $75,000 plus.The most reluctant adopters of technology (51%) are the "established but unimpressed" women between the ages of 35 and 54 who have no children and often only own a mobile phone (84%), which they view as a tool. According to the study, "they are neither impressed nor intimidated by new or changing technology, and you won't find them with the latest and greatest gadgets."In slight contrast, "silver speakers" are women aged 55 and up who no longer have children living at home and view mobile devices as fashion accessories. Women in this group are open to new technologies are are most likely to own cellphones (70%) and digital cameras (83%), although they admit they could go a long time without them.
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  • Transcript

    • 1. Women and Social Media in Canada: Getting Connected
      Ayelet Baron, VP Strategy and Planning
      Cisco Systems Canada
      June 2011
    • 2.
    • 3. Canada has some of the highest Internet penetration and social networking usage rates in the world
      … a hub for communication, information and entertainment
    • 4.
    • 5. Women and Social Media Worldwide
      Globally, women demonstrate higher engagement levels with social networking sites than men
      • Although men are the majority across the global internet, women spend about 8% more time online
      In 2010, 76% of women visited a social networking site compared to 70% of men
      • Specifically in North American the social networking reach is 91% of women and 87.5% of males
    • Moms with smartphones spend over 6 hours a day using mobile
    • 6. Social MediaDemystified
    • 7. What Social Media is…
      • Connecting people online
      • 8. Having conversations and exchanging information
      • 9. Connecting consumers with brands/Two-way
      • 10. A way for brands to strengthen communities
      • 11. Viral, via mobile and web based platforms
      What Social Media is Not …
      • Social media is not FREE. Takes time investment and engagement
      • 12. A strategy
      • 13. Broadcasting/One-way
      • 14. The are no real experts or gurus
      • 15. Driven by tools but people
    • 16. For Boomers, this is RadicalFor Generation Y, this is Business As Usual
      Today’s Reality
      Consumers increasingly trust strangers for movie, book, travel, job, career and restaurant recommendations
      We expect instant, transparent and authentic information
      We want to be part of the conversation; we don’t want to be marketed at
      We feel overwhelmed by information because we don’t always know how to filter information
      Word of mouth and trusted sources are more important than ever
    • 17. “It’s about relationships”
      Andrew Rogers, Head of User Content Development, RBI…
    • 18. The World in 2011
      (Not Paid, Capturing Minds, Reviews, Integration)
      Two Way Communication
      (Conversation, Listening, Responding)
      Relationship Building
      (Connecting, Conversations, Two-Way Communication)
      (Across Domains, Relationships, Open Leadership, Communities)
    • 19. Getting More Connected
    • 20. What Do You Find Valuable?
    • 21. Choices,r:14,s:0
    • 22. Today’s Currency
      • Network professionally,
      • 23. Stay up-to-date with friends and family
      • 24. Stay up-to-date with groups they belong to
      • 25. Promote their business
      • 26. Research products or services (information)
      • 27. Functional tasks—get information or download, gaming
      • 28. Stay connected to friends and family
    • 29. My Experience
    • 30. A Conversation …
    • 31. What is Possible …
    • 32.
      • … globally, women control nearly $12 trillion of the overall $18.4 trillion in consumer spending. By 2014, women will control $15 trillion. ”
      - Boston Consulting Group
    • 33. Breaking through the Invisible Restraints of Society Still Taking Time
      Pew Research study found gap in blogs is close—43 per cent of bloggers are female
      According to 2009 Harvard Business Review report, 55% of Twitter users are female
      Despite both genders tweeting at roughly the same rate, male Twitter users are likely to have more followers than women— despite some evidence suggesting that most unique content originates from female posters …
      Does this mean women’s voices are being equally represented?
      Social media gives women a voice but influence comes only if women are strategic and collective
    • 34. Slave Lake Fire Victims
      Support for this tragedy was spear headed by small group of online Edmonton moms who asked for donations through Facebook and Twitter
      #YEGhashtag trend to collect donations for the fire victims
      Used social media to easily connect women and giving
      In merely 4 hours, the group received 5 times the Facebook fans and received constant updates on Twitter – they made a difference!
    • 35.
    • 36.
    • 37. Why Change?
    • 38. The most profound technologies are those that disappear. They weave themselves into the fabric of everyday life until they are indistinguishable from it
      "Over and over again, connecting people with one another is what lasts online. Some folks thought it was about technology, but it's not.“
      Seth Godin
    • 39. ayeletb
    • 40. This presentation was created not by one person, but by many. It’s a presentation about the power of connecting with people online and using communities to get it done