Women, social media and buying decisions

Women, social media, and buying decisions Clo Willaerts, 18 March 2010 @bnox on Twitter

18.03.10 © Sanoma Magazines Marketing to women online - Clo Willaerts

Operating Countries Sanoma Magazines 18.03.10 © Sanoma Magazines Marketing to women online - Clo Willaerts

[Women's] time spent with traditional advertising mediums is declining, while their time spent on the Internet is increasing. For many reasons, the Internet is the perfect advertising medium for reaching women . Many websites either fail in their attempts to persuade women or don’t make any attempt at all. There is a huge opportunity here.
Source: The Soccer Mom Myth: The New Reality of Marketing to Women. Written by Michele Miller and Holly Buchanan
http://www. thesoccermommyth .com/

In the US, 96 million males are Internet users, compared with 103 million females.
Source: http://www. emarketer .com/Report. aspx ?code=emarketer_2000574

Internet Penetration in Belgium - gender 18.03.10 © Sanoma Magazines Marketing to women online - Clo Willaerts 18.03.10 © Sanoma Magazines
The total Belgian online population (past 2 weeks) consists of 5,5 million users
of which 2,58 M are females.
Source: telephone survey for the Belgian Media Mapping in 2008.

Shopping is a serious matter
In America, where female consumers make more than 80% of discretionary purchases , companies have started tailoring their products and messages to appeal to women, in an effort to boost their sales. Source: Marketing to women | Hello, girls | The Economist http://www.economist. com/research/articlesBySubject/displaystory . cfm ? subjectid=1780456 & story_id=13278440
71% of the Belgian online women are the responsible for grocery shopping in their family. Source: telephone survey for the Belgian Media Mapping in 2008.

Shopping is a serious matter
97% of UK female Internet users research products online and 92% of UK female Internet users buy products online. Source: eMarketer, February 2009
In the past year, UK female Internet users have made an average of 17 online purchases of products/services and spent an average of £600. Source: eMarketer, February 2009

Women hold up half the sky. (Mao Tse-Tung) 18.03.10 © Sanoma Magazines Marketing to women online - Clo Willaerts

Classic Sales Funnel

Looks an awful lot like this

McKinsey: Customer Decision Journey

Social media vs social sales
Since web 2.0 the full cycle is visible
customer experiences drive reviews and conversations
Challenge: realtime
Opportunity:
catching a lead in mid-air

Women and social networks
48% of (US women) respondents reported belonging to four or more social networks. Source: The Power of Social Networking for Women, ShesConnected, August 2009
83%
73%
55%
41%
89% 24% 12% 59% of Belgian online has a profile on one or more social networks. Source: Belgian Women Online, InSites, April 2009

Women dominate social networks

Women are conversationalists
Forrester’s Levels of participation:
24% creators
33% conversationalists,
37% critics,
20% collectors,
59% joiners,
70% spectators,
17% inactives
Conversationalists :
update status on a social networking site at least weekly
post updates on twitter at least weekly
56% female , more than any other group in the ladder. While they’re among the youngest of the groups, 70% are still 30 and up .

1/6 Initial consideration set
default preferences
habit, tradition, trust
mainly consumer-driven information sources
visible:
fan on Facebook
wishlists
bio

1/6 Initial consideration set

2/6 Trigger: new or improved product

2/6 Trigger: fashion, seasons

2/6 Trigger: promotions

Online promotions
For moms the most effective way Brands can be promoted online, in descending order of likeness:
1. Product samples offered online (47%)
2. Coupons (40%)
3. E-mails (9%)
4. Banner ads on websites (3%)
5. Blogs (1%)
Source: “What Women Want Consumer Survey” (Prospectiv, October 09)

2/6 Trigger: unexpected
e.g. the old one broke, accidents, retail therapy, health issues, death.
Challenges:
pain, loss, taboos.
Opportunity:
time
rapid social sales response

2/6 Trigger: passion

2/6 Trigger: life stage
New baby, new job, new boyfriend, new house, ...
target not on demographics but on phase in life
online communities

Life stage: becoming a parent

3/6 Active evaluation
information gathering
window shopping
facts (about how to use this product): content marketing
testimonials/reviews (what it is like to use this product)

http://issuu.com/bnox/docs/vrouwenonline http://issuu.com/bnox/docs/femmesonline
InSites Field Research commissioned by Sanoma Magazines Belgium
Period: April 2009
Method: Online questionnaire
Data collection sources:
InSites TalkToChange Community ( 1.010 p )
Sanoma Magazines Belgium female sites opt-ins ( 1.192 p)
Screening & Quota
Female only
Age 18-65 + representative for female online population (BIM ‘08)
Countries and languages: Belgium ( 60/40 Dutch/French language

18.03.10 © Sanoma Magazines Marketing to women online - Clo Willaerts 18.03.10 © Sanoma Magazines Internet Activities Top 10 activities of women online (%weekly usage)
Sending e-mails (private) – 90%
Online banking – 66%
Visiting news sites – 62%
Leisure surfing – 61%
General information search – 55%
Sending e-mails (work related) – 52%
Logging in to social network – 43%
Gaming – 39%
Chatting or instant messaging – 34%
General information about products or services – 32%
Representative Sample (N = 1010)

18.03.10 © Sanoma Magazines Marketing to women online - Clo Willaerts 18.03.10 © Sanoma Magazines
90% of internet users use the internet to search for information that is not easily available elsewhere.
80% use it to search information about products and services
75% use it to compare different product alternatives.
General Information about Products & Services (32% Weekly ) Internet Motivations

18.03.10 © Sanoma Magazines Marketing to women online - Clo Willaerts 18.03.10 © Sanoma Magazines General Information Search (55% Weekly ) Top 10 Most Consulted Topics (% monthly usage)
General news items – 83%
Healthcare – 78%
Cooking & Recipes – 76%
Travel – 67%
Food – 63%
Clothing & fashion – 62%
Home, garden & decoration – 60%
Movies & music – 59%
Personal body care – 54%
Finance & banking – 49%
Representative Sample (N = 1010) In the Sanoma sample, monthly consultation of these topics is significantly higher (95% conf.)

18.03.10 © Sanoma Magazines Marketing to women online - Clo Willaerts 18.03.10 © Sanoma Magazines Belgian online mothers: internet as a trusted source of information
Information about children & parenting - 53% monthly (45%: trustworthy)
Cooking & recipes (74%: trustworthy)
Government issued information (71% trustworthy)

4/6 Moment of purchase
trust
convenience
service

Online purchases 18.03.10 © Sanoma Magazines Marketing to women online - Clo Willaerts 18.03.10 © Sanoma Magazines Offline Purchases Online Purchases Representative Sample (N = 1010) Boeken CD/DVD/Blu - ray Muziek in digital formaat (MP3 - nummers, albums, etc.) Computer, hardware en software Kleine electronica (bv. digitale camera, iPod, GSM, etc.) Telecom product (internetverbinding, GSM - abonnement, etc.) Erotische producten Financiéle producten (bv. fondsen, aandelen, etc.) Vakantie, tickets voor vliegtuig of trein Huishoudelijke toestellen Juwelen / accessoires Kledij / schoenen Meubilair Gezondheidsproducten (bv. dieet, etc.) Decoratie Tickets voor evenementen Films of TV - series in digitaal formaat (geen DVD) Ander product, nl. 0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50% 60% 70%

What are Belgian online mothers buying?
More offline than other online Belgian women:
clothing (64%)
books (52%)
computer hardware&software (33%)
electronic gadgets
financial products
More online than other online Belgian women:
holidays (42%)
tickets for events (43%)
cd/DVD (esp. 40+ mothers)
household electronics (esp. younger mothers)

5/6 Postpurchase experience
two possibilities:
happy customer
loyalty
unhappy customer
customer care
rapid social response

6/6 Loyalty loop
happy customer
WoM
fans
evangelist

6/6 Loyalty loop

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Thank you. c. [email_address] .be @bnox

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Women, social media and buying decisions

by Clo Willaerts on Mar 18, 2010

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