1
Stacy Morrison
Editor in Chief, BlogHer, Inc.
@bklynstacy @blogher
SOCIAL DATA WEEK NYC
How the Other Half Lives: What Women Want From Social Engagement
2
2005
Source: Pew 2005-2013
Growth in Social Media Use
3
8%
16%
29%
42%
62% 66% 69% 72%
Source: MyLife, Burst Media
Gender Gap in Social Media Use
4
Women Men
3.6 hours
2.6 hours
Source: Pew (1-4); BlogHer Consumer Electronics Study, 2012 (5) ; Pew (6); (
•74 percent of women use social networking si...
Source: Pew (1-5); BlogHer Consumer Electronics Study, 2012
But Hey, Smart Men Work Pinterest
6
Source: Pew (1-5); BlogHer Consumer Electronics Study, 2012
But Women Still Create More Velocity
7
Source: (5) BlogHer internal Metrics Report
That’s 33,000,000 potential views.
More Active In Every Way
8
More than 1 mill...
9
You look
fabulous!
And then you
know what
she said…?”
10
Do you use
Pantene?
Yes! And it was
on sale at
Kroger, buy one
get one free!
Source: Pew (1-5); BlogHer Consumer Electronics Study, 2012
•Recognition and self-expression
•Seeking and sharing advice, ...
12
s 13
14
15
17
Source: Pew (1-5); BlogHer Consumer Electronics Study, 2012
IN THE „10s
BE YOURSELF
CREATE A BIGGER IDEA OF WHO YOU ARE
Th...
Women and Men Are Different
19
LISTEN
The Price of Not Listening
21
JC Penney, August 2011 Children‟s Place, August 2013
• Listen in Your Space
• Invite Women To Feel Good About Themselves
• Create opportunities for women to help or celebrate ...
How Can Your Brand Be A Good Listener?
23
How Can Your Brand
Help Women Help Others?
24
How Can You Invite Women
To Tell Their Stories?
Or Give Them A Story To Fall In Love With?
25
How Can Your Engage
Their Creativity?
26
Picture TK Picture TK
How Can You Engage Their Creativity?
Be Involved
Be Intimate
Be Interesting
Lean In, Listen and Learn
Once Again, With Feeling
30
…And Let Women Lead The Way
Social Data Week NY: How The Other Half Lives: What Women Want from Social Engagement - Stacy Morrison, Editor In Chief, B...
Social Data Week NY: How The Other Half Lives: What Women Want from Social Engagement - Stacy Morrison, Editor In Chief, B...
Social Data Week NY: How The Other Half Lives: What Women Want from Social Engagement - Stacy Morrison, Editor In Chief, B...
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Social Data Week NY: How The Other Half Lives: What Women Want from Social Engagement - Stacy Morrison, Editor In Chief, BlogHer

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Today more women than men actively engage on Twitter, Facebook and Pinterest. In her Social Data Week New York presentation, Stacy Morrison, editor-in-chief of BlogHer, will look at the data behind how women use social media, share her insights on the exchanges women are looking for and why, and highlight some marketing success stories from BlogHer and other companies.

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Social Data Week NY: How The Other Half Lives: What Women Want from Social Engagement - Stacy Morrison, Editor In Chief, BlogHer

  1. 1. 1 Stacy Morrison Editor in Chief, BlogHer, Inc. @bklynstacy @blogher SOCIAL DATA WEEK NYC
  2. 2. How the Other Half Lives: What Women Want From Social Engagement 2 2005
  3. 3. Source: Pew 2005-2013 Growth in Social Media Use 3 8% 16% 29% 42% 62% 66% 69% 72%
  4. 4. Source: MyLife, Burst Media Gender Gap in Social Media Use 4 Women Men 3.6 hours 2.6 hours
  5. 5. Source: Pew (1-4); BlogHer Consumer Electronics Study, 2012 (5) ; Pew (6); ( •74 percent of women use social networking sites as compared to 70 percent of men •Women frequent Twitter, Facebook and Pinterest far more often than men •Women drive 62 percent of the social sharing actions on Facebook •Women make an average of 21 status updates a month on Facebook; men, 6 •Nearly half of women internet users read blogs actively (weekly or more), social media time that is not captured in most data •Pinterest has a base that is 80 percent female -- and Pinterest is the top referrer of social traffic to external sites AND drives to largest shopping carts of any social referrer More Active In Every Way 5
  6. 6. Source: Pew (1-5); BlogHer Consumer Electronics Study, 2012 But Hey, Smart Men Work Pinterest 6
  7. 7. Source: Pew (1-5); BlogHer Consumer Electronics Study, 2012 But Women Still Create More Velocity 7
  8. 8. Source: (5) BlogHer internal Metrics Report That’s 33,000,000 potential views. More Active In Every Way 8 More than 1 million re-pins (from 4,613 direct repins)
  9. 9. 9 You look fabulous! And then you know what she said…?”
  10. 10. 10 Do you use Pantene? Yes! And it was on sale at Kroger, buy one get one free!
  11. 11. Source: Pew (1-5); BlogHer Consumer Electronics Study, 2012 •Recognition and self-expression •Seeking and sharing advice, information and recommendations •Building a natural hierarchy of sharing —the “expert” position shifts with each topic •Building trust Defining the Social Exchange 11
  12. 12. 12
  13. 13. s 13
  14. 14. 14
  15. 15. 15
  16. 16. 17
  17. 17. Source: Pew (1-5); BlogHer Consumer Electronics Study, 2012 IN THE „10s BE YOURSELF CREATE A BIGGER IDEA OF WHO YOU ARE The Rules of Identity Are Changing 18 IN THE ‟00s BE YOURSELF BE FAMOUS, BE A REALITY SHOW
  18. 18. Women and Men Are Different 19
  19. 19. LISTEN
  20. 20. The Price of Not Listening 21 JC Penney, August 2011 Children‟s Place, August 2013
  21. 21. • Listen in Your Space • Invite Women To Feel Good About Themselves • Create opportunities for women to help or celebrate others • Connect women with people they admire, at every scale • Acknowledge and invite their creativity and ingenuity • Speak the language of womanhood today • Don‟t talk to me like a friend unless I‟m your friend The Golden Rules to Reach Women 22
  22. 22. How Can Your Brand Be A Good Listener? 23
  23. 23. How Can Your Brand Help Women Help Others? 24
  24. 24. How Can You Invite Women To Tell Their Stories? Or Give Them A Story To Fall In Love With? 25
  25. 25. How Can Your Engage Their Creativity? 26 Picture TK Picture TK
  26. 26. How Can You Engage Their Creativity?
  27. 27. Be Involved Be Intimate Be Interesting Lean In, Listen and Learn Once Again, With Feeling 30 …And Let Women Lead The Way

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