Women, social media and buying decisions
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Women, social media and buying decisions

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My speaker slides for this year's http://www.salescongres.org/

My speaker slides for this year's http://www.salescongres.org/
Focuses on women as conversationalists and the role of social media in the buying decision cycle.

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  • Congratulations on your slideshow very interesting ! Great work... beautifully presented ! ! Thank you for sharing. I allowed myself to add it to 'WOMEN in the WORLD ' Slideshare group . Feel free to join us. Thank you in advance for your participation and sharing your 'favorites'. .. With friendship from France. Bernard

    http://www.slideshare.net/group/women-in-the-world
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  • Great presentation Clo! Think that we still focus too much at a generic figure of people, esp. when you look at the social campaigns... thanks for pointing out that the 'one size fits all' strategy wouldn't work.


    Hans
    www.onlinemarketingmanager.be
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  • 18-03-10
  • 18-03-10
  • 18-03-10
  • 18-03-10
  • 18-03-10 18-03-10
  • 18-03-10 18-03-10
  • 18-03-10 18-03-10
  • 18-03-10 18-03-10
  • 18-03-10 18-03-10

Women, social media and buying decisions Women, social media and buying decisions Presentation Transcript

  • 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/
    18.03.10 © Sanoma Magazines Marketing to women online - Clo Willaerts
    • In the US, 96 million males are Internet users, compared with 103 million females.
    • Source: http://www. emarketer .com/Report. aspx ?code=emarketer_2000574
    18.03.10 © Sanoma Magazines Marketing to women online - Clo Willaerts
  • 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: 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)
  •  
  •  
  • 18.03.10 © Sanoma Magazines Marketing to women online - Clo Willaerts Trusted Content Food
  • 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
  • www.targetwomen.be http://www.slideshare.net/bnox/women-hold-up-half-the-sky
  • Thank you. c. [email_address] .be @bnox