Women on the internet and Social Networks

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A short summary of the use of women on the internet and social networks. What kinds exists, why do they exist and examples

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Women on the internet and Social Networks

  1. 1. www.digiredo.nl
  2. 2. To talk about • Internet use male/female • Communities • Companies doing research
  3. 3. Internet usage Male-female Male Female Source: USC Annenberg School Centre for the Digital Future, November 2006
  4. 4. Health Topics Search
  5. 5. Online activities
  6. 6. Young Internet Users What are they doing? Do you ever? Online Teens Go to websites about movies, TV shows, music groups, or sports 81% Get information about news and current events 77% Send or receive instant messages (IMs) 68% Watch video sharing site 57% Use an online social networking site like MySpace or Facebook 55% Get information about a college or university 55% Play computer or console games online 49% Buy things online, such as books, clothes, and music 38% Look for health, dieting, or physical fitness information 28% Download a podcast 19% Visit chatrooms 18% Source: Pew Internet & American Life Project Survey of Parents and Teens, October-November 2006.
  7. 7. Female users Blogging • Girls have fueled the growth of the blogosphere • Older teen girls are still far more likely to blog when compared with older boys (38% vs. 18%) • Younger girl bloggers have grown at such a fast clip that they are now outpacing even the older boys (32% of younger girls blog vs. 18% of older boys) Source: PEW Internet & American Life Project “Teens and Social Media” Dec 2007
  8. 8. Female users Own their website Source: PEW Internet & American Life Project “Teens and Social Media” Dec 2007
  9. 9. Female users Social Networking Source: PEW Internet & American Life Project “Teens and Social Media” Dec 2007
  10. 10. Female users Gaming - Owning a Nintende Console Source: Poll GameVision
  11. 11. Other findings “The internet is a very expressive medium and you’re looking at times in a girl’s life when they are very socially expressive; the internet, and social networking particularly, enables that need” John Horrigan of the Pew Internet Project
  12. 12. Other findings Almost 55% of all British users of social networking websites were women. Survey done by Hitwise, January 2008
  13. 13. Other findings Women aged 18-24 account for 17% of all users of the social sites, while men in the same age group account for 12%. Survey done by Nielsen Online
  14. 14. Examples Slink (BBC) - 1 million hits a day My Kinda Place BlogHer
  15. 15. Social Networks Business Communities Virtual communities where people do business (e.g. LinkedIn) Common Interest Communities Virtual communities where people share an interest (e.g. Flickr) Friend Networking & Social Communities Virtual communities where the social element and profiling are important (e.g. MySpace, FaceBook)
  16. 16. Communities are growing
  17. 17. Which Network to choose?
  18. 18. How did we came her? • Homo Digitalis • Latent need to communicate with like- minded people can be fullfilled (e.g. collecting stamps) • Decrease in hardware costs • Growth internet penetration • New internet technologies (XML, Ajax)
  19. 19. 6 C’s of Social Influence Marketing Content Customization Community Conversation Commerce Commitment Source: Digital Outlook Report, Razorfish, 2008
  20. 20. Content Customized bite-sized, portable content or experiences for their most prominent target segments - content that their “friends” would be proud to display, share, or support. Brand badges, coupons, wallpapers, behind-the-scenes movie clips, mashable video, updated stock quotes, recipes, sweepstakes, mobile downloads, charity donations, or plain information.
  21. 21. Customization Profiling important for users Users want to customize content, post it, share it, and make it their own. Marketers need to understand where their brands intersect with the passion points of their consumers.. .. and empower consumers to express themselves via their connection to the brand
  22. 22. Community Understand the community you are convening with, what holds them together. Think carefully how to personify and express your brand. Build it and they will come is NOT applicable here
  23. 23. Conversation Users conversate the most about the brands they admire or despite. It’s open in the public. Tap into the positive buzz, but also accept negative conversation Conversations with community needs to be transparent
  24. 24. Commerce How to measure? Metrics not well defined yet. Return on Investment > Return on Influence? Marketers should tread lightly when trying to establish social influence marketing as a direct driver of commerce. The community has not come together to help companies sell products.
  25. 25. Commitment Any company can enter, or experiment But those who can actually make a commitment to building a presence, a community of friends, and a steady amount of new content to keep their communities engaged will benefit most.
  26. 26. W3 Model Why ... does this community exists? Who ... is using it? What .. is being shared? Source: Broekman Marketing Advies
  27. 27. Why ...does this community exists? • How did it start? (bottom-up, top-down) • What is the distinctive power?
  28. 28. Why ...does this community exists? • Distinctive power • MSNS (Multiple Social Network Syndrome) • People are active on ‘only’ three networks • Service must benefit: • Individual • His/her group family, friends • General use
  29. 29. Who ...is using the community? • User • Administrator • Advertiser
  30. 30. Who ...is using the community? • User • Who am I? (profile) • Who do I know? (number and names) • Where am I or where am I going to? (Twitter) • What am I doing or will be doing? (Twitter)
  31. 31. Who ...is using the community?
  32. 32. Who ...is using the community? • Administrator • Without administrator no good community • Community first • Uses tools and communication styles community • Puts a human face on the community • Not just a marketing role • Knows when to get in & get out
  33. 33. Who ...is using the community? • Advertiser • Adapt message to community and it’s users • Respect the rules • Don’t make is a hard sell • Conversate!
  34. 34. Companies doing online research Buzzlogic (www.buzzlogic.com) Cymfony (www.cymfony.com) Biz360 (www.biz360.com) Technorati (www.technorati.com) Integrasco (www.integrasco.com) Buzzmetrics (www.nielsenbuzzmetrics.com)
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