85% of brand purchase decisions are made by women and women are using the Internet, and social media, to research brands and make purchase decisions but are marketers really listening ?

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

2. 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

3. 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.

4. 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

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

6. MARKETING
&
ENGAGING
WOMEN
ONLINE
A
snapshot
of
women
today

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

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

9. 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.

10. 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.

11. 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

12. 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

13. 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

14. 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.

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

16. Demographics
of
women
using
social
media
MARKETING
&
ENGAGING
WOMEN
ONLINE

17. 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

18. 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

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

20. Social
media
marke4ng
planning
process
MARKETING
&
ENGAGING
WOMEN
ONLINE

21. 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.

22. 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."

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

24. 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

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

26. MARKETING
&
ENGAGING
WOMEN
ONLINE
Key
lesson
?

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

28. 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

29. 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..

30. 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.

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

32. 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

33. 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.

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

35. 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