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

    1. 1. <ul><li>AMA Webinar </li></ul><ul><li>September 15, 2010 </li></ul><ul><li>#AMAPontiflex </li></ul>
    2. 2. <ul><li>Introductions </li></ul>
    3. 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. 4. Agenda <ul><li>+ The female consumer 101 </li></ul><ul><li>+ Shifts in marketing dynamics </li></ul><ul><li>+ Engagement marketing: Where to start </li></ul><ul><li>+ How women use social media </li></ul><ul><li>+ Successful campaigns & practical advice </li></ul><ul><li>+ A glimpse at the future: What’s upcoming in digital </li></ul>
    5. 5. <ul><li>Setting the Stage </li></ul><ul><li>The Female Consumer 101 </li></ul>
    6. 6. The Female Consumer 101 <ul><li>+ Purchasing power and influence </li></ul><ul><li>85% of the household wallet </li></ul><ul><li>$7 trillion in consumer spending </li></ul>
    7. 7. The Female Consumer 101 <ul><li>+ The driving force behind purchases in almost every category: </li></ul>91% new homes 66% personal computers 92% vacations 80% healthcare 65% new cars 89% bank accounts 93% food 93% OTC pharmaceuticals
    8. 8. Changing Marketing Dynamics <ul><li>+ Movement from broadcast (one to many) </li></ul>Before
    9. 9. Changing Marketing Dynamics <ul><li>+ To engagement (one to one) </li></ul>Today
    10. 10. Engagement: Where to start <ul><li>+ User data is the first step </li></ul><ul><li>Before, marketers used to buy impressions, now they are focused on actual people . </li></ul>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. 11. Engagement: Where to start <ul><li>+ Acquire user data from women on your website </li></ul>Site registration form Facebook plug-in OpenID
    12. 12. Engagement: Where to start <ul><li>+ Acquire user data from women online, wherever they may be… </li></ul>Search ads
    13. 13. Engagement: Where to start <ul><li>+ Acquire user data from women online, wherever they may be… </li></ul>Extend reach with sign up ads <ul><li>User signs up within the ad </li></ul><ul><li>Pay per email/social user </li></ul><ul><li>User data is sent from the publisher to the advertiser on the backend </li></ul>
    14. 14. Engagement: Where to start <ul><li>+ Sign up ads are the most direct way to acquire user data </li></ul>Search Sign-up form Sign up ads falloff falloff
    15. 15. Engagement: Where to start <ul><li>+ Acquire user data from women online, wherever they may be… </li></ul>Transparency is key with sign up ads <ul><li>Protect brand integrity </li></ul><ul><li>Customize messaging </li></ul><ul><li>Optimize by venue </li></ul><ul><ul><li>Allocate higher budgets to publishers that deliver more active social users </li></ul></ul>
    16. 16. Brands using sign up ads to engage women:
    17. 17. Engagement: Where to start <ul><li>+ Once you get user data, use email as the gateway to social </li></ul>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? <ul><li>96% of people are willing to share their email address. </li></ul><ul><li>Only 12% are willing share social media information. </li></ul>
    18. 18. <ul><li>Women’s Use of Social Marketing </li></ul>
    19. 19. How Women use Social Media <ul><li>As many as one-third of women aged 18-34 check Facebook when they first wake up, even before they get to the bathroom. </li></ul><ul><li>21% of women age 18-34 check Facebook in the middle of the night. </li></ul>Source: The First Thing Young Women Do in the Morning: Check Facebook (STUDY)
    20. 20. How Women use Social Media <ul><li>People spend over 700 billion minutes per month on Facebook </li></ul><ul><li>The fastest-growing demographic is women age 55+, up 75% since September 2008 </li></ul><ul><li>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 </li></ul>Sources: Facebook Press Room. SFN report: Women 55 and older fastest-growing Facebook demographic. Study: Women use social media more.
    21. 21. How Women use Social Media <ul><li>Women spend more time on social networking sites – averaging 5.5 hours per month </li></ul><ul><li>76% of all women online visit a social networking site compared to 70% of all men </li></ul><ul><li>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 </li></ul>Sources: Study: Women use social media more. Why Social Media Means Big Opportunities for Women.
    22. 22. Successful Campaigns
    23. 23. Successful Campaigns
    24. 24. <ul><li>Delivering Email & Social Success </li></ul>
    25. 25. Resources for Delivering Digital Campaigns + Know your audience + Understand their motivations + Be mindful of brand sentiment + Prepare to interact
    26. 26. Resources for Delivering Digital Campaigns + Fresh, more engaged consumer database + Deeper demographic/psychographic profile + Comprehensive snapshot of consumer engagement
    27. 27. Resources for Delivering Digital Campaigns <ul><li>+ Dynamic content capabilities </li></ul><ul><li>+ Ability to bridge offline and online </li></ul><ul><li>+ Ability to add mobile components </li></ul><ul><li>+ Digital convergence </li></ul><ul><li>+ Heightened capacity for interaction </li></ul>
    28. 28. Resources for Delivering Digital Campaigns <ul><li>+ Reassurance that strategy and tactics are succeeding… or not </li></ul><ul><li>+ Insight into what may or may not be working </li></ul><ul><li>+ Timely alerts about change in sentiment </li></ul>
    29. 29. The Future of Digital Marketing <ul><li>+ Growth of location based Social Marketing Tools and </li></ul><ul><li>their affluent users </li></ul>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. 30. The Future of Digital Marketing <ul><li>+ Mobile, Mobile, Mobile </li></ul>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. 31. The Future of Digital Marketing <ul><li>+ Adoption of </li></ul><ul><li>Social Media </li></ul><ul><li>Management Tools </li></ul>HootSuite manages Twitter, LinkedIn, Facebook and
    32. 32. The Future of Digital Marketing <ul><li>+ Media Convergence on the way </li></ul><ul><li>Convergence is the flow of content across multiple </li></ul><ul><li>media platforms, the cooperation between </li></ul><ul><li>multiple media industries and the migratory </li></ul><ul><li>behavior of media audiences who will </li></ul><ul><li>go almost anywhere in search of </li></ul><ul><li>the kinds of experiences they want . </li></ul><ul><li>-Henry Jenkins </li></ul>
    33. 33. <ul><li>Questions? </li></ul>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