Your SlideShare is downloading. ×
Marketing to Women: What Every Brand Needs to Know, By LeapFrog Interactive
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

Marketing to Women: What Every Brand Needs to Know, By LeapFrog Interactive

2,202
views

Published on

LeapFrog Interactive, a digital advertising agency, partnered with the American Marketing Association and Pontiflex to present a webinar on Social Media Marketing to Women: What Every Brand Needs to …

LeapFrog Interactive, a digital advertising agency, partnered with the American Marketing Association and Pontiflex to present a webinar on Social Media Marketing to Women: What Every Brand Needs to Know. Women are an influential demographic, which cannot be overlooked. The webinar delves into how women act online, what their purchasing behaviors are, real-world examples, and how to market to women using email, social media, and more. Presenters include Emily Carroll, Manager of Strategic Planning + Consumer Insights; and Emily Van Winkle, Manager of PR + Communications.

Published in: Business, Technology

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,202
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
54
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Starting conversations, building trust, talking on 1:1 level, relevance
  • Transcript

    • 1.
      • AMA Webinar
      • September 15, 2010
      • #AMAPontiflex
    • 2.
      • Introductions
    • 3. Speakers Rick Smith Director of National Accounts Emily Carroll Strategic Planning + Consumer Insights Suzanne Beane VP, Media + Strategy Emily Van Winkle Communications + PR
    • 4. Agenda
      • + The female consumer 101
      • + Shifts in marketing dynamics
      • + Engagement marketing: Where to start
      • + How women use social media
      • + Successful campaigns & practical advice
      • + A glimpse at the future: What’s upcoming in digital
    • 5.
      • Setting the Stage
      • The Female Consumer 101
    • 6. The Female Consumer 101
      • + Purchasing power and influence
      • 85% of the household wallet
      • $7 trillion in consumer spending
    • 7. The Female Consumer 101
      • + The driving force behind purchases in almost every category:
      91% new homes 66% personal computers 92% vacations 80% healthcare 65% new cars 89% bank accounts 93% food 93% OTC pharmaceuticals
    • 8. Changing Marketing Dynamics
      • + Movement from broadcast (one to many)
      Before
    • 9. Changing Marketing Dynamics
      • + To engagement (one to one)
      Today
    • 10. Engagement: Where to start
      • + User data is the first step
      • Before, marketers used to buy impressions, now they are focused on actual people .
      500 million users 75 million users 46 million users Email: 2 million Users Facebook: 359,114 Users Twitter: 25,000 Users 5 million plus moms 12 million plus email subscribers
    • 11. Engagement: Where to start
      • + Acquire user data from women on your website
      Site registration form Facebook plug-in OpenID
    • 12. Engagement: Where to start
      • + Acquire user data from women online, wherever they may be…
      Search ads
    • 13. Engagement: Where to start
      • + Acquire user data from women online, wherever they may be…
      Extend reach with sign up ads
      • User signs up within the ad
      • Pay per email/social user
      • User data is sent from the publisher to the advertiser on the backend
    • 14. Engagement: Where to start
      • + Sign up ads are the most direct way to acquire user data
      Search Sign-up form Sign up ads falloff falloff
    • 15. Engagement: Where to start
      • + Acquire user data from women online, wherever they may be…
      Transparency is key with sign up ads
      • Protect brand integrity
      • Customize messaging
      • Optimize by venue
        • Allocate higher budgets to publishers that deliver more active social users
    • 16. Brands using sign up ads to engage women:
    • 17. Engagement: Where to start
      • + Once you get user data, use email as the gateway to social
      Source: Harris Interactive Survey September 2009 Q: In the last year, which of the following types of information, if any, have you ever provided online to receive special offers or more information from companies?
      • 96% of people are willing to share their email address.
      • Only 12% are willing share social media information.
    • 18.
      • Women’s Use of Social Marketing
    • 19. How Women use Social Media
      • As many as one-third of women aged 18-34 check Facebook when they first wake up, even before they get to the bathroom.
      • 21% of women age 18-34 check Facebook in the middle of the night.
      Source: The First Thing Young Women Do in the Morning: Check Facebook (STUDY)
    • 20. How Women use Social Media
      • People spend over 700 billion minutes per month on Facebook
      • The fastest-growing demographic is women age 55+, up 75% since September 2008
      • While men make up the majority of Internet users worldwide, women spend 8% more time online, averaging 25 hours a month, to 3.9 hours for men
      Sources: Facebook Press Room. SFN report: Women 55 and older fastest-growing Facebook demographic. Study: Women use social media more.
    • 21. How Women use Social Media
      • Women spend more time on social networking sites – averaging 5.5 hours per month
      • 76% of all women online visit a social networking site compared to 70% of all men
      • Women comprise 47% of current mobile web users, and between 2008 and 2009, the number of women using the mobile web increased by 43%, compared with a 26% increase in the number of men
      Sources: Study: Women use social media more. Why Social Media Means Big Opportunities for Women.
    • 22. Successful Campaigns
    • 23. Successful Campaigns
    • 24.
      • Delivering Email & Social Success
    • 25. Resources for Delivering Digital Campaigns + Know your audience + Understand their motivations + Be mindful of brand sentiment + Prepare to interact
    • 26. Resources for Delivering Digital Campaigns + Fresh, more engaged consumer database + Deeper demographic/psychographic profile + Comprehensive snapshot of consumer engagement
    • 27. Resources for Delivering Digital Campaigns
      • + Dynamic content capabilities
      • + Ability to bridge offline and online
      • + Ability to add mobile components
      • + Digital convergence
      • + Heightened capacity for interaction
    • 28. Resources for Delivering Digital Campaigns
      • + Reassurance that strategy and tactics are succeeding… or not
      • + Insight into what may or may not be working
      • + Timely alerts about change in sentiment
    • 29. The Future of Digital Marketing
      • + Growth of location based Social Marketing Tools and
      • their affluent users
      Announcing a LBS any day 1 Million Users and Counting Tag your tweets with location Collect kickbucks for walking into your favorite stores Find the coolest parties – right now! Visit cool spots for virtual passport stamps
    • 30. The Future of Digital Marketing
      • + Mobile, Mobile, Mobile
      Over 1.2 billion mobile phones were sold last year, in the United States. 16% of them were Smartphones. By Christmas 2011, Nielsen estimates 1 in 2 Americans will own a Smartphone. Mobile 2011: According to a Kony Solutions Study, 69% of Fortune 500 companies will launch mobile solutions over the next year. Additionally, a Deloitte study found 21% of consumers claim they’ve used web-enabled Mobile phones during their shopping process.
    • 31. The Future of Digital Marketing
      • + Adoption of
      • Social Media
      • Management Tools
      HootSuite manages Twitter, LinkedIn, Facebook and Ping.fm
    • 32. The Future of Digital Marketing
      • + Media Convergence on the way
      • Convergence is the flow of content across multiple
      • media platforms, the cooperation between
      • multiple media industries and the migratory
      • behavior of media audiences who will
      • go almost anywhere in search of
      • the kinds of experiences they want .
      • -Henry Jenkins
    • 33.
      • Questions?
      Maury Hill, LeapFrog Interactive Vice President, Business Development [email_address] 502-212-1360 Rick Smith, Pontiflex, Inc. Director, National Accounts, Pontiflex [email_address] 718-801-8505