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Connectonomics (conference paper, 2011) #mktg

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Connectonomics: Identifying the needs of women. Presented at 5th Annual GMR Marketing to Women conference in 2011. Understanding how they use different channels to address their needs, and helping ...

Connectonomics: Identifying the needs of women. Presented at 5th Annual GMR Marketing to Women conference in 2011. Understanding how they use different channels to address their needs, and helping marketers to create the connections that will best resonate with Arab women.

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  • Q1.1. Different people have different needs and some of these are listed below. Thinking specifically about who you are as a person, please indicate which of these needsmatter most to you. Q1.1B. Shown below are some needs experienced by people. Look at the words on the right and the left and indicate which of these describes your needs better when connecting to other people.
  • Q1.1. Different people have different needs and some of these are listed below. Thinking specifically about who you are as a person, please indicate which of these needsmatter most to you. Q1.1B. Shown below are some needs experienced by people. Look at the words on the right and the left and indicate which of these describes your needs better when connecting to other people
  • Q1.1. Different people have different needs and some of these are listed below. Thinking specifically about who you are as a person, please indicate which of these needsmatter most to you. Q1.1B. Shown below are some needs experienced by people. Look at the words on the right and the left and indicate which of these describes your needs better when connecting to other people
  • Q1.1. Different people have different needs and some of these are listed below. Thinking specifically about who you are as a person, please indicate which of these needsmatter most to you. Q1.1B. Shown below are some needs experienced by people. Look at the words on the right and the left and indicate which of these describes your needs better when connecting to other people
  • Q1.1. Different people have different needs and some of these are listed below. Thinking specifically about who you are as a person, please indicate which of these needsmatter most to you. Q1.1B. Shown below are some needs experienced by people. Look at the words on the right and the left and indicate which of these describes your needs better when connecting to other people
  • Q1.5/1.6. How frequently do you use the following?
  • Q1.5/1.6. How frequently do you use the following?
  • Q1.5/1.6. How frequently do you use the following?
  • Base size: Women’s sites n=798; Special Interest sites n=812; Review sites n=820; Blogs n=812; Online Community groups n=837; Email n=871; Instant Messaging n=854; Social sites n=855; Twitter n=746Q1.8 Typically which groups of people do you connect with using these channels below? Please select as many as apply.
  • Base size: Women’s sites n=798; Special Interest sites n=812; Review sites n=820; Blogs n=812; Online Community groups n=837; Email n=871; Instant Messaging n=854; Social sites n=855; Twitter n=746Q1.7. Looking at the methods/channels below please indicate which of these you typically use to dothe following activities? You may select all that apply for each method/channel.
  • Base size: Women’s sites n=798; Special Interest sites n=812; Review sites n=820; Blogs n=812; Online Community groups n=837; Email n=871; Instant Messaging n=854; Social sites n=855; Twitter n=746Q1.7. Looking at the methods/channels below please indicate which of these you typically use to dothe following activities? You may select all that apply for each method/channel.
  • Base size: Women’s sites n=798; Special Interest sites n=812; Review sites n=820; Blogs n=812; Online Community groups n=837; Email n=871; Instant Messaging n=854; Social sites n=855; Twitter n=746Q1.7. Looking at the methods/channels below please indicate which of these you typically use to dothe following activities? You may select all that apply for each method/channel.
  • Base size: Women’s sites n=798; Special Interest sites n=812; Review sites n=820; Blogs n=812; Online Community groups n=837; Email n=871; Instant Messaging n=854; Social sites n=855; Twitter n=746Q1.10 Now thinking more specifically about brands, products and shopping, please indicate how you feel about each of the online channels.  Select as many as apply in each row.
  • Base size: Women’s sites n=798; Special Interest sites n=812; Review sites n=820; Blogs n=812; Online Community groups n=837; Email n=871; Instant Messaging n=854; Social sites n=855; Twitter n=746Q1.10. Now thinking more specifically about brands, products and shopping, please indicate how you feel about each of the online channels. 

Connectonomics (conference paper, 2011) #mktg Connectonomics (conference paper, 2011) #mktg Presentation Transcript

  • This Morning’s Journey Identifying the most prevalent needs of women Understanding how women use different channels to address their needs Helping marketers create the connections that will best resonate with women 2
  • Women are often labeled “complex creatures” ? ? ? 3
  • This study identifies universal needs andhelps marketers understand how to best connect with women online.
  • Understanding how channels meet needs helpssimplify marketing to women = ⁺ What is ⁺ Why does she ⁺ Where is she fundamentally use different most receptive important to channels? to advertising? women? ⁺ Who is she ⁺ Where is she connecting getting product with? information? ⁺ How do women ⁺ How does she share and make buying receive decisions? information? 6
  • Understanding the needs of women 7
  • Breaking it down to basic needs What drives her? Do needs differ by life stage? What does she want when connecting with others? 8
  • Knowing what makes women tick leads tomore effective connections Improve & Validate Pushing the Limits Broadening Horizons Professional Advancement Sure deal Mutual Sharing Care of Self Financial Success Self Awareness Care for Others Healing & Repairing Be in the Know Empathy & Compassion Balanced Lifestyle Love and Attraction 9
  • Self Awareness, 84% Care of Self, 75% Professional Advancement, 73% Balanced Lifestyle, 73% Sure deal, 70% Financial Success, 64% Mutual Sharing, 60%10 Improve & Validate, 57% Healing & Repairing, 52% Care for Others, 52% Be in the Know, 48% Broadening Horizons, 34% Empathy & Compassion, 25% Some needs are more prevalent than others Love and Attraction, 23% Pushing the Limits, 8%
  • Mature Vs. YoungPrevalence of needs: How important is this need? Care of Self 90 Sure deal Improve & Validate 80 70 Care for Others Mutual Sharing 60 50 40 Financial Success 30 Pushing the Limits 20 10 0 Be in the Know Healing & Repairing Professional Love and Attraction Advancement Empathy & Boomer Balanced Lifestyle Compassion Millennial Self awareness Broadening Horizons 11
  • Stay at Home vs. Work out of HomePrevalence of needs: How important is this need? Care of Self 90 Sure deal Improve & Validate 80 70 Care for Others Mutual Sharing 60 50 40 Financial Success 30 Pushing the Limits 20 10 0 Be in the Know Healing & Repairing Professional Love and Attraction Advancement Stay at Home Working Empathy & Balanced Lifestyle Compassion Self awareness Broadening Horizons 12
  • Kids vs. No KidsPrevalence of needs: How important is this need? Care of Self 90 Sure deal Improve & Validate 80 70 Care for Others Mutual Sharing 60 50 40 Financial Success 30 Pushing the Limits 20 10 0 Kids Be in the Know Healing & Repairing No Kids Professional Love and Attraction Advancement Empathy & Balanced Lifestyle Compassion Self awareness Broadening Horizons 13
  • Egypt vs. Saudi Arabia vs. UAEPrevalence of needs: How important is this need? Care of Self 90 Sure deal Improve & Validate 80 70 Care for Others Mutual Sharing 60 50 40 Financial Success 30 Pushing the Limits 20 10 0 Be in the Know Healing & Repairing Egypt Saudi Arabia Professional UAE Advancement Love and Attraction Empathy & Balanced Lifestyle Compassion Self awareness Broadening Horizons 14
  • Understanding NeedsMuch is made of perceived differencesbetween different women, but theirunderlying needs are consistentThe most important needs are aboutpersonal growth and connecting withothers 15
  • Online Channels Delivering on Needs 16
  • Understanding Channels is Imperative How do the channels fulfill needs? How often is she using the channels? Who is she connecting with? What info is she sharing and receiving and where? 17
  • What channels did we look at? Helwa Medical Blogs Google Talk Arab3 Diet & Nutrition Skype Alfrasha Mom Blogs Yahoo! IM D1G Jeeran Twitter Yahoo! Maktoob Gmail Facebook Trip Advisor Yahoo! MySpace Amazon Hotmail Netlog Y! Maktoob 18
  • Self Awareness Care of SelfProfessional Advancement Balanced Lifestyle Sure Deal Financial Success How Mutual Sharing Improve & Validate Channels Healing and Repairing Fulfill Care for Others Be In the Know Needs Broadening Horizons Empathy & Compassion Love and Attraction Pushing the Limits 19
  • Self Awareness Care of SelfProfessional Advancement Balanced Lifestyle Sure Deal Fulfills almost all Financial Success Mutual Sharing needs, helping her Improve & Validate be more satisfied Healing and Repairing emotionally while Care for Others being a smarter Be In the Know consumer Broadening Horizons Empathy & Compassion Love and Attraction Pushing the Limits 20
  • Self Awareness Care of SelfProfessional Advancement Balanced Lifestyle Sure Deal Financial Success Collecting and Mutual Sharing sharing Improve & Validate information while Healing and Repairing expanding Care for Others connections Be In the Know Broadening Horizons Empathy & Compassion Love and Attraction Pushing the Limits 21
  • Self Awareness Care of SelfProfessional Advancement Balanced Lifestyle Sure Deal Financial Success Mutual Sharing Express oneself Improve & Validate while broadening Healing and Repairing horizons Care for Others Be In the Know Broadening Horizons Empathy & Compassion Love and Attraction Pushing the Limits 22
  • Self Awareness Care of SelfProfessional Advancement Balanced Lifestyle Sure Deal Financial Success Mutual Sharing Connection to Improve & Validate people who love Healing and Repairing what she loves Care for Others Be In the Know Broadening Horizons Empathy & Compassion Love and Attraction Pushing the Limits 23
  • Self Awareness Care of SelfProfessional Advancement Balanced Lifestyle Sure Deal Financial Success Mutual Sharing Great for Improve & Validate communicating the Healing and Repairing important things Care for Others Be In the Know Broadening Horizons Empathy & Compassion Love and Attraction Pushing the Limits 24
  • Self Awareness Care of SelfProfessional Advancement Balanced Lifestyle Sure Deal Financial Success Mutual Sharing Keeping in touch Improve & Validate with loved ones Healing and Repairing and expanding Care for Others reach Be In the Know Broadening Horizons Empathy & Compassion Love and Attraction Pushing the Limits 25
  • Self Awareness Care of SelfProfessional Advancement Balanced Lifestyle Sure Deal About sharing & Financial Success Mutual Sharing “being in the Improve & Validate know” Healing and Repairing Care for Others Strong in pushing Be In the Know the limits Broadening Horizons Empathy & Compassion Love and Attraction Pushing the Limits 26
  • Self Awareness Care of SelfProfessional Advancement Balanced Lifestyle Sure Deal Financial Success Being close to her Mutual Sharing circle with the Improve & Validate ability to share and Healing and Repairing release Care for Others Be In the Know Broadening Horizons Empathy & Compassion Love and Attraction Pushing the Limits 27
  • Channel reach differs in each countryI use…100% Egypt Saudi Arabia UAE90%80%70%60%50%40%30% 28
  • Social networks, Email, and IM have broad massreachI use the following weekly… 98% 97% 95% 94% 90% 88% 83% 81% 29
  • Frequency of use differs in each countryI use the following weekly…100% Egypt Saudi Arabia UAE95%90%85%80%75%70% 30
  • The people women choose to connect withvaries significantly by channelI connect with the following people…100% Parents90% Kids Close friends80% Acquaintances People with similar interests, concerns etc.70% Coworkers60%50%40%30%20%10% 0% 31
  • They gather information from content sites andshare it on social networks…What I do on these sites…Post comments 23% 54% 10% 12% 9% 38% 7% 2% 53%Share links I found 21% 47% 7% 10% 9% 54% 12% 3% 52%interestingWrite reviews 26% 54% 12% 12% 9% 37% 7% 2% 49%Share interesting 13% 35% 7% 9% 8% 49% 10% 2% 55%videos 32
  • …and in personWhat I do on these sites…Take what I find &share with others in 25% 52% 9% 11% 11% 51% 9% 3% 48%personDiscuss or share infoabout products & 26% 53% 9% 10% 10% 48% 9% 2% 47%brandsHelps connect mewith offline activities 27% 56% 7% 11% 10% 54% 9% 3% 47%I love 33
  • Women receive information about products &brands on content sitesWhat I do on these sites…Get info about 31% 61% 12% 11% 11% 45% 9% 2% 42%products & brandsRead reviews 32% 58% 14% 13% 10% 40% 5% 2% 46%Read & post 0% 0% 0% 25% 50%4% 86% 0% 0% 0%comments 34
  • Understanding ChannelsCommunication channels and socialnetworking channels are used mostoftenContent channels and groups meet thewidest range of needsContent channels also offer anonymityand deeper connection 35
  • Helping marketers make the most out of these connections 36
  • Leveraging these channels for marketing &advertising Where is she more accepting of ads? What channels influence purchase decisions? How do the channels deliver on deals? Where is she talking about brands? 37
  • Ads on content sites are more relevant andengagingHow do you feel about each online channel, select all statements that apply…50% I don’t pay attention to ads here40%30%20%10% 0% 38
  • Content sites inform purchase decisionsHow do you feel about each online channel, select all statements that apply…Gives me differentpoint of views on 56% 63% 51% 38% 58% 54% 26% 36% 57%productsIs useful when I’mtrying to figure outwhat brands/choices 41% 52% 46% 24% 65% 48% 24% 43% 51%are out thereHas encouraged meto try out new 25% 36% 26% 16% 35% 35% 19% 21% 36%products 39
  • Delivering for MarketersWomen’s Lifestyle sites, SpecialInterest sites, and Online Review sitesare seen as relevant and impactfulmarketing channels.Ads, specifically on content sites, aremore relevant and engagingThey have impact through the courseof the funnel 40
  • “RECEIVING” Get info about Read Get info about products/ Read reviews comments/ my interests brands posts Self Awareness Discuss or share info about products & brands Care of Self Professional Advancement Share links/info I found Balanced Lifestyle interesting Sure Deal Share interesting videos Financial Success “SHARING”“NEEDS” Mutual Sharing Write reviews Improve & Validate Healing and Repairing Post/upload my own Care for Others content Be In the Know Broadening Horizons Post comments Empathy & Compassion Meet new people Love and Attraction through this Pushing the Limits Has reliable Useful to Gives me Has I don’t pay information figure out different encouraged attention to on brands/ what brands point of me to try ads here products are there views on out new products products41 “RECEPTIVITY”
  • “RECEIVING” Get info about Read Get info about products/ Read reviews comments/ my interests brands posts Self Awareness Discuss or share info about products & brands Care of Self Professional Advancement Share links/info I found Balanced Lifestyle interesting Sure Deal Share interesting videos Financial Success “SHARING”“NEEDS” Mutual Sharing Write reviews Improve & Validate Healing and Repairing Post/upload my own Care for Others content Be In the Know Broadening Horizons Post comments Empathy & Compassion Meet new people Love and Attraction through this Pushing the Limits Gives me Has I don’t pay Has reliable Useful to different encouraged attention to information figure out me to try on brands/ what brands point of ads here products are there views on out new products products42 “RECEPTIVITY”
  • “RECEIVING” Get info about Read Get info about products/ Read reviews comments/ my interests brands posts Self Awareness Discuss or share info about products & brands Care of Self Professional Advancement Share links/info I found Balanced Lifestyle interesting Sure Deal Share interesting videos Financial Success “SHARING”“NEEDS” Mutual Sharing Write reviews Improve & Validate Healing and Repairing Post/upload my own Care for Others content Be In the Know Broadening Horizons Post comments Empathy & Compassion Meet new people Love and Attraction through this Pushing the Limits Gives me Has Has reliable Useful to I don’t pay different encouraged information figure out attention to what brands point of me to try ads here on brands/ are there views on out new products products products43 “RECEPTIVITY”
  • “RECEIVING” Get info about Read Get info about products/ Read reviews comments/ my interests brands posts Self Awareness Discuss or share info about products & brands Care of Self Professional Advancement Share links/info I found Balanced Lifestyle interesting Sure Deal Share interesting videos Financial Success “SHARING”“NEEDS” Mutual Sharing Write reviews Improve & Validate Healing and Repairing Post/upload my own Care for Others content Be In the Know Broadening Horizons Post comments Empathy & Compassion Meet new people Love and Attraction through this Pushing the Limits Has reliable Useful to Gives me Has I don’t pay information figure out different encouraged attention to on brands/ what brands point of me to try ads here products are there views on out new products products44 “RECEPTIVITY”
  • “RECEIVING” Get info about Read Get info about products/ Read reviews comments/ my interests brands posts Self Awareness Discuss or share info about products & brands Care of Self Professional Advancement Share links/info I found Balanced Lifestyle interesting Sure Deal Share interesting videos Financial Success “SHARING”“NEEDS” Mutual Sharing Write reviews Improve & Validate Healing and Repairing Post/upload my own Care for Others content Be In the Know Broadening Horizons Post comments Empathy & Compassion Meet new people Love and Attraction through this Pushing the Limits Gives me Has I don’t pay Has reliable Useful to different encouraged attention to information figure out me to try on brands/ what brands point of ads here products are there views on out new products products45 “RECEPTIVITY”
  • “RECEIVING” Get info about Read Get info about products/ Read reviews comments/ my interests brands posts Self Awareness Discuss or share info about products & brands Care of Self Professional Advancement Share links/info I found Balanced Lifestyle interesting Sure Deal Share interesting videos Financial Success “SHARING”“NEEDS” Mutual Sharing Write reviews Improve & Validate Healing and Repairing Post/upload my own Care for Others content Be In the Know Broadening Horizons Post comments Empathy & Compassion Meet new people Love and Attraction through this Pushing the Limits Has reliable Useful to Gives me Has I don’t pay information figure out different encouraged attention to on brands/ what brands point of me to try ads here products are there views on out new products products46 “RECEPTIVITY”
  • “RECEIVING” Get info about Read Get info about products/ Read reviews comments/ my interests brands posts Self Awareness Discuss or share info about products & brands Care of Self Professional Advancement Share links/info I found Balanced Lifestyle interesting Sure Deal Share interesting videos Financial Success “SHARING”“NEEDS” Mutual Sharing Write reviews Improve & Validate Healing and Repairing Post/upload my own Care for Others content Be In the Know Broadening Horizons Post comments Empathy & Compassion Meet new people Love and Attraction through this Pushing the Limits Has reliable Useful to Gives me Has I don’t pay information figure out different encouraged attention to on brands/ what brands point of me to try ads here products are there views on out new products products47 “RECEPTIVITY”
  • “RECEIVING” Get info about Read Get info about products/ Read reviews comments/ my interests brands posts Self Awareness Discuss or share info about products & brands Care of Self Professional Advancement Share links/info I found Balanced Lifestyle interesting Sure Deal Share interesting videos Financial Success “SHARING”“NEEDS” Mutual Sharing Write reviews Improve & Validate Healing and Repairing Post/upload my own Care for Others content Be In the Know Broadening Horizons Post comments Empathy & Compassion Meet new people Love and Attraction through this Pushing the Limits Has reliable Useful to Gives me Has I don’t pay information figure out different encouraged attention to on brands/ what brands point of me to try ads here products are there views on out new products products48 “RECEPTIVITY”
  • “RECEIVING” Get info about Read Get info about products/ Read reviews comments/ my interests brands posts Self Awareness Discuss or share info about products & brands Care of Self Professional Advancement Share links/info I found Balanced Lifestyle interesting Sure Deal Share interesting videos Financial Success “SHARING”“NEEDS” Mutual Sharing Write reviews Improve & Validate Healing and Repairing Post/upload my own Care for Others content Be In the Know Broadening Horizons Post comments Empathy & Compassion Meet new people Love and Attraction through this Pushing the Limits Has reliable Useful to Gives me Has I don’t pay information figure out different encouraged attention to on brands/ what brands point of me to try ads here products are there views on out new products products49 “RECEPTIVITY”
  • “RECEIVING” Get info about Read Get info about products/ Read reviews comments/ my interests brands posts Self Awareness Discuss or share info about products & brands Care of Self Professional Advancement Share links/info I found Balanced Lifestyle interesting Sure Deal Share interesting videos Financial Success “SHARING”“NEEDS” Mutual Sharing Write reviews Improve & Validate Healing and Repairing Post/upload my own Care for Others content Be In the Know Broadening Horizons Post comments Empathy & Compassion Meet new people Love and Attraction through this Pushing the Limits Has reliable Useful to Gives me Has I don’t pay information figure out different encouraged attention to on brands/ what brands point of me to try ads here products are there views on out new products products50 “RECEPTIVITY”
  • In Closing1. Needs: Understanding women’s needs should inform product, marketing and content decisions. • Women’s need are not as varied as you might think. • The most important needs for women revolve around personal growth.2. Channel: How women navigate the web should dictate how the channel is used for marketing communications. • Communication channels like social networking and IM are used most often by women. These channels enable women to stay connected and share information, but these connections are more casual. Marketing messages are often ignored in these environments. • Email continues to be one of the stronger channels in terms of usage and a great channel for content sharing.3. Receptivity: Women are most receptive to marketing messages on lifestyle, specialty and review sites. • These channels, women’s lifestyle, special interest, and review sites, deliver 3x the impact on purchase decisions compared to other online channels. • Women are most open to advertising on content channels compared with communication channels where ads are often ignored. 51
  • THANK YOU! ?’s: deprez@yahoo-inc.com