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

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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......

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.

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  • 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