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Care2 womenmam
 

Care2 womenmam

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  • Even if people aren’t creating, they are probably consuming
  • Don’t forget- it’s Social media, shared media, we the media
  • And this means; new institutions are needed, new technologies, new IP and legal protocols, and new listening methods And this is the workforce, and it’s not only millenials.
  • And because it’s about us
  • But I’m going to say that when it comes to marketing to women online, especially vocal ones who are influential in social media…Add LISTENING It doesn’t matter how good a marketer you are, if you don’t listen
  • A friend of mine, a prominent blogger, showed me a pitch she got sent by a great non-prtofit. They were having fancy events all over DC and NY. They asked her to host a button and have a house party Sometimes I think they just tick a box: social media outreach
  • Women are not monolithic. We are all different and we all care about different things. As a marketer, it is your job to know who YOUR women are. What do they like? What drives them crazy? I came across this blog and I loved it and it made me think about things in a different way. Now, I want to hang out with her, virtually.
  • And, what do they want to get done? What will reach them? Every Valentine’s WBUR’s roses campaign OFF tweeting me when I was writing about new mom stuff- made a friend for life
  • Gretchen Rubin does an amazing job and I recommend her as a case study
  • The curious case of MomsRising: Love the personality and certainly the issues hit me where it matters MomsRisings do a great job connecting issues and your life Sometimes though I feel like they aren’t focused. I see them more as news summaries than action alerts.
  • Pay Equity appeal But then: why am I giving 7.77
  • MR doesn’t segment their emails- everyone gets everything They do segment state wide

Care2 womenmam Care2 womenmam Presentation Transcript

  • Morra Aarons-Mele, Women Online For Audio: 1-408-792-6300 Event Number: 665 257 208
  • Adapted from Forrester, The Groundswell, 2008
  • Look at Facebook Stats
    • Women with children at home are more likely to use social networks than the average adult. 50.2 percent of adults 18 and over use Facebook, while 60.3 percent of moms with children at home use the social network.
    • Women over 55 is the fastest growing FB segment, up 175.3 percent in the last three months.
    Retail Advertising & Marketing Association survey 2009
  • Six tenets (apologies to Scoble/Israel)
    • Publishable: the consumer has the ability and freedom to publish their voice. They are the “former audience.”
    • Conversational/social: a two-way method of creating and sustaining a dialogue
    • Findable: blogs indexed in search engines, LinkedIn profiles usually public
    • Viral/Shareable: making things shareworthy; information that is spread through multiple sites
    • Instant and Syndicatable: RSS, disruptive technology
    • Linkable: the ability to link to others online: bloggers, tweets, videos, photos
    We the Media, Naked Conversations
  • The role of experts and information gatekeepers such as teachers and doctors is radically altered ….as empowered amateurs and dissidents find new ways to raise their voices and challenge authority. Some 35% of American adult internet users and 57% of teenage internet users have made a creative contribution to the online commons. Lee Rainie, Pew Internet Project, 2006
  • “ I want them to talk about X, but they want to talk about Y.” “ I want them to talk about X, but they want to talk about Y.” Using the Web and Social Media for Advocacy: Nuts, Bolts, and Strategies for Success For Audio: 1-408-792-6300 Event Number: 661 095 859
  • Listen and Ask
    • User engagement on social networks is often associated with deals, contests and promotions, however, recent data found online users with more than 500 social connections were less interested, on average, in deals.
    • Forty-eight percent of these highly connected individuals said their reason for following or friending a company was to learn about things like company culture, environmental responsibility and workers’ policies.
    MarketingSherpa and Survey Sampling in December 2009
  • Title Here
    • Subhead Here
      • Bullet point
      • Bullet Point
    For Audio: 1-408-792-6300 Event Number: 665 257 208 http://latimesblogs.latimes.com/technology/2010/01/women-mock-the-ipad-calling-it-itampon.html
  • Even with the best intentions…
    • A friend of mine who blogs said this after a typical outreach that asked her if she'd “host a button of support” on her blog:
    • “ I think this captures SO well how most non-profits fail to really connect with supporters. They keep reaching out to me to "help" by doing things like putting buttons on websites, etc., but are failing to see that there's more they could be doing  -- sort of like people online aren't real ---???”
    Using the Web and Social Media for Advocacy: Nuts, Bolts, and Strategies for Success For Audio: 1-408-792-6300 Event Number: 661 095 859
  • WHO are your women?
    • @nerdette Dear Emily's List, Candice Bergen &references to Murphy Brown won't get me to open my checkbook. It's 2010. Love, me. #p2 #fem2
    Using the Web and Social Media for Advocacy: Nuts, Bolts, and Strategies for Success For Audio: 1-408-792-6300 Event Number: 661 095 859
  • http://nancyfriedman.typepad.com/away_with_words/
  • And, who do they hang out with online? Using the Web and Social Media for Advocacy: Nuts, Bolts, and Strategies for Success For Audio: 1-408-792-6300 Event Number: 661 095 859
  • Using the Web and Social Media for Advocacy: Nuts, Bolts, and Strategies for Success For Audio: 1-408-792-6300 Event Number: 661 095 859
  • Using the Web and Social Media for Advocacy: Nuts, Bolts, and Strategies for Success For Audio: 1-408-792-6300 Event Number: 661 095 859
  • “ What color is yours?” http://mashable.com/2010/01/07/bra-color-facebook-status/ ; http://www.wildapricot.com/blogs/newsblog/archive/2010/01/08/facebook-bra-color-meme-so-did-it-work.aspx ; http://blog.washingtonpost.com/story-lab/2010/01/the_facebook_bra_color_story.html “ We think it’s terrific,” said Andrea Rader, a spokesman for Susan G. Komen For the Cure, an organization that raises funds for breast cancer research. “It’s a terrific example of how little things get started on the Internet and go a long way to raise cancer awareness.” The Facebook fan base for Susan G. Komen For the Cure “exploded” from 135 to 135,000 “ The American Cancer Society, likewise, saw a bump in interest about breast cancer, but was slightly more defensive about the bra color postings. "We are not behind it," said spokesperson Andrew Becker. "And the reason I say that up front is that there was a news outlet in India that was saying we had something to do with it."
  • Action vs. Awareness
    • 31,000 views in 2 days
    Using the Web and Social Media for Advocacy: Nuts, Bolts, and Strategies for Success For Audio: 1-408-792-6300 Event Number: 661 095 859
  • Using the Web and Social Media for Advocacy: Nuts, Bolts, and Strategies for Success For Audio: 1-408-792-6300 Event Number: 661 095 859 What Should Komen and ACS have done? What would your organization have done?
  • Using the Web and Social Media for Advocacy: Nuts, Bolts, and Strategies for Success For Audio: 1-408-792-6300 Event Number: 661 095 859
  • http://momsrising.posterous.com/
  • http://momsrising.posterous.com/
  • Using the Web and Social Media for Advocacy: Nuts, Bolts, and Strategies for Success For Audio: 1-408-792-6300 Event Number: 661 095 859
  • www.wearewomenonline.com [email_address] Using the Web and Social Media for Advocacy: Nuts, Bolts, and Strategies for Success For Audio: 1-408-792-6300 Event Number: 661 095 859