How to Reach Women in Social Media

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How do you reach women in social media? Perhaps the 5 Love Languages have some insight.

Presentation given by Esme Infante Nii of Moms in Hawaii, Gwen Woltz and Karen Weikert of Wahine Media at Hawaii Social Media Summit 2011 on October 19, 2011

Published in: Business, Technology

How to Reach Women in Social Media

  1. 1. How toreach WOMEN through SOCIAL MEDIA
  2. 2. Why is reaching women important?
  3. 3. Women make 85% - 95% of all household SPENDING decisions
  4. 4. Women make 85% - 95% of all household SPENDING decisions That’s $2 TRILLION dollars for U.S. brands alone
  5. 5. MARKETING is no activity a catch-all longer
  6. 6. MARKETING is no activity a catch-all longer Women’s online habits and preferences differ dramatically from men’s
  7. 7. men women & online
  8. 8. men women & onlineConnect with only family and friends 39% 51%0 15 30 45 60 men womensource: Anderson Analytics
  9. 9. men women & onlineTalk about what they’re doing now 58% 74%0 20 40 60 80 men womensource: Anderson Analytics
  10. 10. men women & onlinePost pictures of family and friends 60% 74%0 20 40 60 80 men womensource: Anderson Analytics
  11. 11. what women love social media about
  12. 12. what women love social media aboutStaying in touch with friends 87%0 23 45 68 90Staying in touch with family 75%0 20 40 60 80source: Anderson Analytics
  13. 13. what women love social media aboutSharing photos/videos/links with others 87%0 23 45 68 90Social media is relaxing 57%0 15 30 45 60source: Anderson Analytics
  14. 14. the five love languages
  15. 15. the five love languages Words of affirmation Quality time Receiving gifts Acts of service Personal touch
  16. 16. words of affirmation
  17. 17. words of affirmation Build personal connections—don’t just advertise
  18. 18. words of affirmation Build personal connections—don’t just advertise Tell stories—“talk story”
  19. 19. words of affirmation Build personal connections—don’t just advertise Tell stories—“talk story” Listen, then prove you listened
  20. 20. words of affirmation Build personal connections—don’t just advertise Tell stories—“talk story” Listen, then prove you listened Use our language
  21. 21. LOL brilliantyou go! fabulous giggle ;-) xoxo hugs grins smiling:-p excited wonderful :-o waving language Women use
  22. 22. just because you’re NOT a Womandoesn’t mean you can’t reach them
  23. 23. quality time
  24. 24. quality timeInvest proper resources and time
  25. 25. quality timeInvest proper resources and timeAbandoned channels = frustrated, lost customers
  26. 26. quality timeInvest proper resources and timeAbandoned channels = frustrated, lost customersRespect women’s time crunch
  27. 27. quality timeInvest proper resources and timeAbandoned channels = frustrated, lost customersRespect women’s time crunchBe honest, transparent & straightforward
  28. 28. quality timeInvest proper resources and timeAbandoned channels = frustrated, lost customersRespect women’s time crunchBe honest, transparent & straightforwardAdmit when you’re wrong or want to improve
  29. 29. quality timeInvest proper resources and timeAbandoned channels = frustrated, lost customersRespect women’s time crunchBe honest, transparent & straightforwardAdmit when you’re wrong or want to improveMake communication lead to tangible results
  30. 30. Conversation = resultsExperienced unsatisfactory conditionsWhen owner was notified, he took thetime to listenTook the time to remedy the complaintWent above and beyond by invitingback to prove change was made
  31. 31. ZapposWomen love shoesTime saving features: 90K shoes in one place Free two-way shipping Warehouse open 24/7 Upgrades for repeat customersUnbeatable customer service
  32. 32. receiving gifts
  33. 33. receiving giftsReward women’s brand loyalty
  34. 34. receiving giftsReward women’s brand loyaltyUnderstand women’s financial pressures
  35. 35. receiving giftsReward women’s brand loyaltyUnderstand women’s financial pressuresConsider contests, giveaways, money-saving offers
  36. 36. receiving giftsReward women’s brand loyaltyUnderstand women’s financial pressuresConsider contests, giveaways, money-saving offersMake perks meaningful; consider the audience
  37. 37. @yaJagoffFirst contact asked for adviceEngaged and included in #FFRewarded with a t-shirt, butasked for a picture of the shirt inreturn—fun and smart!His reward was far greater thanhis gift—he was voted as top 10blogs in P.A.
  38. 38. acts of service
  39. 39. acts of serviceRemember: it’s not all about you or your brand
  40. 40. acts of serviceRemember: it’s not all about you or your brandShare other’s content just for the sake of sharing
  41. 41. acts of serviceRemember: it’s not all about you or your brandShare other’s content just for the sake of sharingRemember what’s important to others
  42. 42. acts of serviceRemember: it’s not all about you or your brandShare other’s content just for the sake of sharingRemember what’s important to othersCommit to fixing problems—back it with action
  43. 43. Oxtail soupSoup was not as good as usualWhen complaint was tweeted,a response was timelyApology was givenPromise to improve was madeOn return visit, hugeimprovement was tasted
  44. 44. physical touch
  45. 45. physical touchCreate opportunities to meet IRL
  46. 46. physical touchCreate opportunities to meet IRLTouch over the miles with video, live streaming
  47. 47. physical touchCreate opportunities to meet IRLTouch over the miles with video, live streamingUse pictures of yourself in your profile
  48. 48. physical touchCreate opportunities to meet IRLTouch over the miles with video, live streamingUse pictures of yourself in your profileSend personal letters, DMs or special perks tosay “thanks”
  49. 49. Bringing it all togetherGoal: Promoting heart health forwomen in multidimensional,meaningful, lasting waysWords: expert article, forumdiscussionsGifts: Queens/MIH team shirt, MomsIn Hawaii logo merchandiseQuality time/Acts of service: AHAHeart WalkPersonal touch: Zumba classes
  50. 50. otherwordsin Speak our language Tell us a story & listen to ours Reward our loyalty Respond to our requests Be authentic & real And lastly, make us laugh!
  51. 51. Keep in touch!Esme Infante Nii Moms in Hawaii@EsmeInfanteNii http://MomsInHawaii.com facebook.com/MomsInHawaii @_MomsInHawaiiKaren Weikert Wahine Media@KarenWeikert http://wahinemedia.com facebook.com/wahinemediaGwen Woltz @wahinemedia@gjwahine

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