Engaging And Marketing To Women Online

Marke3ng & Engaging MARKETING & ENGAGING WOMEN ONLINE Women Online Richard Meyer Online Strategic Solu4ons @richmeyer

The ques4on that has stumped the brightest minds.. MARKETING & ENGAGING WOMEN ONLINE The great ques4on -‐ which I have not been able to answer is: "What does a woman want?” Sigmund Freud

A women’s view of things… MARKETING & ENGAGING WOMEN ONLINE Sure God created man before woman. But then you always make a rough draJ before the ﬁnal masterpiece. A woman can say more in a sigh than a man can say in a sermon. Women really do rule the world. They just haven't ﬁgured it out yet. When they do, and they will, we're all in big big trouble.

But women feel vastly underserved MARKETING & ENGAGING WOMEN ONLINE •  Despite the remarkable strides in market power and social posi4on that they have made in the past century, they s4ll appear to be undervalued in the marketplace and underes4mated in the workplace. •  They have too many demands on their 4me and constantly juggle conﬂic4ng priori4es —work, home, and family. •  Few companies have responded to their need for 4me-‐saving solu4ons or for products and services designed speciﬁcally for them. 2008 the Boston Consul6ng Group

Yet women are a powerful marke4ng force MARKETING & ENGAGING WOMEN ONLINE

MARKETING & ENGAGING WOMEN ONLINE A snapshot of women today

MARKETING & ENGAGING WOMEN ONLINE Segments of women in the U.S.

Women have diﬀerent priori4es by their age segments MARKETING & ENGAGING WOMEN ONLINE

Women share informa4on via social media MARKETING & ENGAGING WOMEN ONLINE •  On message boards and forums both sexes seek informa4on and advice, but women tend to get more personal. •  Women want to learn about real people experiencing similar conﬂicts. "Women are online solving real-‐ life issues.” •  Women don’t want to be sold. Take the approach of leYng them know how your product can make their lives beZer. •  They use social media for reassurance and will reach out to others who share similar views. •  If you sa4sfy their needs they will talk about your product to others and become brand advocates.

What really influences women to purchase ? MARKETING & ENGAGING WOMEN ONLINE •  "Online coupons” 68% •  “Store coupons” 66% •  “Consumer reviews on shopping sites” 61% •  “Recommenda4ons from family/friends” 59% Among other online resources cited as strongly influen4al on women’s purchases:   "e-‐mails from companies/brands” 45%  "content on brand/company sites” 36%  "blog recommenda4ons” 33%  "Facebook/TwiZer posts from friends” 19%. iVillage/SheSpeaks survey, April-‐May 2010 Things that are especially influen6al in women’s purchases of food, beauty and household products.

The importance of community online and brand purchase decisions MARKETING & ENGAGING WOMEN ONLINE Asked to say how "reading consumer reviews about products on community message boards" inﬂuences them: •  77% of respondents said it makes them "more likely to look for the product in the store." •  70% said it makes them "more likely to choose the product/brand over another" •  67% "more likely to purchase the product in a store.” iVillage/SheSpeaks survey, April-‐May 2010

Age is a factor in how women use social media for purchase decisions MARKETING & ENGAGING WOMEN ONLINE •  66% of respondents in their 20s, vs. 54% of those in their 50s, said they're highly inﬂuenced by consumer reviews on shopping sites. •  The 20somethings were also more likely than the 50somethings to cite friends' Facebook/TwiZer posts as major inﬂuences in their shopping behavior (26 percent vs. 4 percent). •  The 50 somethings were more apt than the 20 somethings to put brand Web sites in that category (46% vs. 31%) or to say the same about company e-‐mails to them (56% vs. 41%). iVillage/SheSpeaks survey, April-‐May 2010

Women use social media for purchase decisions MARKETING & ENGAGING WOMEN ONLINE •  86% of women are now using popular social networks, a 48% increase compared to 2008. •  53% of women are making purchase decision based on informa3on they ﬁnd in blogs, up from 27% in 2008 •  43% of women are making decisions based on advice found in social networks, also up from 27% in 2008 •  72 % of women log into their social networking site at least once per day. Last year only 53% logged in that frequently, indica3ng a 36% increase in this high-‐level engagement

Marke4ng to Women via social media MARKETING & ENGAGING WOMEN ONLINE •  Make it a quality engagement –  Women are bombarded by marke4ng messages all day, every day. –  Make it sure you use a quality approach to engagement. •  Use emo4on to connect –  Connect with them by providing content that women can relate to. Something that ignites a reac4on like “Wow, this is great” will encourage women not only to respond to your messages, but actually remember them. •  Make sure it’s a useful engagement –  Create a series of posts that your fans can look forward to on a daily or weekly basis — something they will feel a real connec4on to and will teach them something they can use. Use success stories of how women used our product to enhance their skincare. •  Listen and allow our audience to be heard –  Women like to be heard. Stand out from the crowd and engage them. By crea4ng a two-‐way conversa4on, we are personalizing our brand and making it one that can be trusted. –  Show that we are listening by addressing her concerns, issues.

Par4cipa4on by Ac4ve U.S. Women in Social Media by Age Group MARKETING & ENGAGING WOMEN ONLINE

Demographics of women using social media MARKETING & ENGAGING WOMEN ONLINE

Female Social Media Profile How they make connec3ons online MARKETING & ENGAGING WOMEN ONLINE * (*Significantly higher than male Users) Perceived Benefits of Using SNS Top 5 Staying in touch with friends 87% Staying in touch with family 75% Sharing photos/videos/websites with others 73% It is relaxing 57% Learn about new things 51% Female Users see these benefits significantly higher than male Users 17

Female Social Media Profile MARKETING & ENGAGING WOMEN ONLINE Joining SNS earlier or later Online activities engaged in the last month than friends/colleagues Watched an online video 65% Uploaded pictures 60% Made an online purchase 53% Read someone else's blog 51% Read posts on a discussion board 45% * Commented on a discussion board 32% Posted your own blog entry 19% Uploaded a video 17% (*Significantly higher than male Users) Subject/Content Posted Frequently Online Pictures of family/friends 74% What I'm doing now 71% Top reasons for joining SNS Specific hobby 27% Keeping in touch with friends 77% Pets 25% For fun 52% Links to articles I find interesting 24% Keeping in touch with family 47% 76%: “would never pay to use a social network service” (Significantly higher than male Users -‐-‐ 69% ) Significantly higher than male Users (95% Confidence Level) 18

Topics of interest for women using social media MARKETING & ENGAGING WOMEN ONLINE

Social media marke4ng planning process MARKETING & ENGAGING WOMEN ONLINE

Three things you can do to speed up a woman's buying process MARKETING & ENGAGING WOMEN ONLINE •  Address her concerns and objections. –  It's important to find out what her concerns and objections are as early as possible. If a woman says no, it's usually because she has a concern that hasn't been adequately addressed. •  Use testimonials. –  Let women share, in their own words, what they like about working with you. Let the women sell you rather than selling yourself. The second reason why you lose a sale with a woman is because she does not trust you. •  Sell with stories, not facts. –  Don't just list out features and benefits. Share a story about how someone in a similar situation used the product or service. Stories are more memorable and make that emotional connection that motivates women to take action.

Crea4ng brand evangelists Clinique MARKETING & ENGAGING WOMEN ONLINE •  Clinique’s instruc4ve approach with YouTube how-‐to tutorials on applying makeup has earned it a stronger social currency. •  Educa4ng and empowering users is part of their process. To do that, the company chooses 20 "insiders" a year, customers who post candid, unedited product demos and cri3ques. •  The results more than speak for themselves. "Clinique has moved away from ﬁnding a core inﬂuencer to conver4ng any customer into a brand evangelist."

Beware social media’s downside though MARKETING & ENGAGING WOMEN ONLINE Social Media has given women more power over marketers.

P&G learns a hard lesson via social media MARKETING & ENGAGING WOMEN ONLINE •  Procter & Gamble Co. is scrambling to put out an Internet wildﬁre over the safety of its new Pampers diapers, a crucial brand that accounts for about 11% of the company's revenue. •  Some mothers who blame the reengineered diapers for causing rashes, even "chemical burns," have started a Facebook page to detail their claims and press P&G to reverse course. •  The claims quickly gained trac4on, leading this month to a lawsuit and inquiries by product-‐ safety regulators in the U.S. and Canada

The downside of not listening to your customers concerns MARKETING & ENGAGING WOMEN ONLINE

MARKETING & ENGAGING WOMEN ONLINE Key lesson ?

The 4’C’s of connec4ng women via social media MARKETING & ENGAGING WOMEN ONLINE •  Communica3on •  Connec3on •  Community •  Convenience

Women talk to convey emo4on, men talk to communicate MARKETING & ENGAGING WOMEN ONLINE In a typical day a women speaks, on average, 20,000 words while a man speaks 7,000

It’s important to listen to women’s needs MARKETING & ENGAGING WOMEN ONLINE •  Women don’t like sweeping the floor. •  Swiffer has made the job faster and less labor intensive. •  Women look for technical differences and how features contribute to beZer peformence. •  The technical and func4onal benefits along with brand values and reputa4on of the company have to combine to deliver emo4onal benefits to women..

But are marketers listening ? MARKETING & ENGAGING WOMEN ONLINE Deep, engaged listening takes 4me, which is always in short supply, as well as heart, hard work, and a lot of nerve.

An example of not really listening ? MARKETING & ENGAGING WOMEN ONLINE

The Dove campaign for real beauty MARKETING & ENGAGING WOMEN ONLINE •  Dove uses “un-‐models” in their adver4sing. •  The campaign resulted in a lot of buzz within the target audience. –  Over 650 million impressions in summer of 2005 •  As women cheered Dove’s second year sales slowed and then went flat. •  By defining the brand as “you look great the way you are” Dove was hard pressed to convince women to spend more money on mul4ple SKU’s •  When the heavy spending faded women could see through the ruse –  You’re telling me I look good the way I am than why are you trying to sell me more stuff ?” Source: What she is not telling you Mary Lou Quinlan, 2010

What she is saying vs. the truth MARKETING & ENGAGING WOMEN ONLINE The real truth ? •  I work out when I can and watch what I eat when I can but every once in a while I will skip my workout and have some ice cream if it makes me feel beZer. •  This maybe the way my body is going to be but that doesn’t mean that I don’t want to look beZer. •  I’ll purchase expensive skin care products if they help me look beZer.

Key Lesson: Marketers have to learn to listen Backroom of focus groups MARKETING & ENGAGING WOMEN ONLINE

About me MARKETING & ENGAGING WOMEN ONLINE Richard Meyer •  My resume hZp://www.richardameyer.com •  My marke4ng BLOG hZp://www.richsblog.com •  MY DTC BLOG hZp://www.worldofdtcmarke4ng.com hZp://www.twiZer.com/richmeyer hZp://www.facebook.com/richardameyer hZp://www.linkedin.com/in/richardameyer

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Engaging And Marketing To Women Online

by Rich Meyer on May 12, 2010

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Engaging And Marketing To Women Online — Presentation Transcript