MEN ARE FROM FOURSQUARE, WOMEN
ARE FROM FACEBOOK HOW MEN AND WOMEN DIFFER IN THEIR USE OF SOCIAL MEDIA, AND WHAT THEY WANT FROM BRANDS ONLINE 14TH FEBRUARY 2012 NAME OF PRESENTATION, MONTH DAY, YEAR

This presentation has a tongue-in-
cheek title but it‟s about something important: relationships The relationships between men, women, and social media And the relationships we have with brands in social media

While both men and women
are highly active in social networks, we‟ve identified 5 trends that show different online behaviours reflecting offline preferences Understanding these can help shape successful digital strategy and delivery

We have also looked at
what motivates people to interact with brands online Our resulting social consumer typologies help brands better understand what their audiences want from social media relationships

Our data Annual study of
more than 10,000 European consumers Conducted across the UK, France, Germany, Spain, Por tugal, Belgium and the Netherlands Reflects our agency‟s belief that research uncovers insights which can trigger behavioural change

TREND 1: WOMEN ARE MORE
SOCIALLY ACTIVE THAN MEN

Social media is mainstream in
Europe UK 59% Nether- lands Germany 56% 52% France 51% Belgium 65% Portugal Spain 83% 74% Response: I access social media at least once a week Response: I access social media at least once a week

Women are more active in
social media than men Not active 35% Active in Not active social 49% Active in media social 51% media 65% Response: I access social media at least once a week; Total UK sample = 1,700

The same is true across
Europe Not Not active, 35 active, 45 % Active in Active in % social social media, 65 media, 55 % % Response: I access social media at least once a week

Women access social media more
frequently too At least daily 33% Less than once a At least daily 50% Less than day 50% once a day 67% Response: I access social media once or more daily

We see the same trend
Europe-wide Less than At least once a At least Less than daily 38% day 52% daily 48% once a day 62% Response: I access social media once or more daily

TREND 2: WOMEN ARE MORE
LIKELY TO CONNECT WITH PEOPLE THEY KNOW

Women strengthen existing friendship bonds
through social networks The main reason why women are socially active is to read posts and view pictures from friends 93% of female social media users in the UK do this regularly Response: Reasons to go onto social media

Why do women go onto
social media? Read posts, view 93% 89% 94% 91% pictures by friends Post comments, pictures to friends‟ 93% 84% 88% 81% page Post comments, pictures, on own 83% 77% 79% 73% page Play online games 56% 54% 65% 62% Response: Reasons to go onto social media

TREND 3: UK WOMEN ARE
MOST LIKELY TO FRIEND OR FOLLOW BRANDS FOR DEALS

Why do people follow brands
in social media? Discounts or 64% – highest vouchers 56% 57% 52% in Europe Enter competitions 51% 53% 55% 51% Because I like the brand 49% 56% 47% 50% Get the latest product news 49% 46% 52% 54% Question: Why do you follow brands in social media?

TREND 4: MEN ARE MORE
LIKELY TO DISPLAY STATUS OR OPINIONS

Men are more likely to
say where they are Among UK social media users, 45% of men check in to locations compared to just 33% of women Response: Reasons to go onto social media

Men are more likely to
say what they‟re doing Among UK social media users 35% of men are Twitter users But among women the proportion falls to just 27% Response: Reasons to go onto social media

Men lead on blogging and
adding comments to blogs Write your own blog 34% 24% 32% 24% Read blogs by people you don‟t 54% 46% 57% 52% know Post comments on a blog 53% 50% 55% 51% Response: Reasons to go onto social media

Our research supports other interesting
findings...

According to Forrester... “Forrester’s Social
Technographics® data reveals that women have different online social behaviour than men. They like to participate in communities, share information, and engage in conversation. “In contrast, communication among men online is more linear or competitive. “Men are more likely than women to be Collectors, Creators, and Critics; they watch videos, create content, and are more dominant in posting opinions in online forums. For example, only 15% of Wikipedia content is female-generated.” Source: Engage Women With Personal And Relevant Social Interactions by Tracy Stokes, Forrester, July 2011

The Wall Street Journal studied
a week of Foursquare checkins... • Among 100 categories, women were most likely to check into cosmetic shops and doctor’s offices, educational venues and shops • Gay bars and tech start-ups had the highest proportion of men; they also dominated travel and airports • “Foursquare isn’t just about Source: all checkins on Foursquare between where you go, it’s about where Jan 21 and Jan 28 2011; data provided by Foursquare you tell people you’re going.” “A week in Foursquare” by Albert Sun, Jennifer Valentino-DeVries and Zach Seward, published in the WSJ May 19 2011

Men use social channels less
for friends, family and colleagues... 68% of women and 54% of men use social media to stay in touch with their friends. 60% of women and 42% of men use social media to stay in touch with their family. 34% of women and 22% of men use social media to stay in touch with their coworkers. Source: Rebtel survey of 2,361 US adults, May 2011

Women connect more and for
longer Worldwide, women spend “Sheryl Sandberg, COO of longer on social networking Facebook, has talked about sites – 16% of their time how women are not only the online, compared with 11% for majority of its users, but drive Men 1 62% of activity in terms of messages, updates and comments, and 71% of the daily fan activity. “Women have 8% more Facebook friends on average than men, and spend more time on the site.” 2 1: Women on the Web, Comscore June 2010; 2: Aileen Lee, Kleiner Perkins Caufield and Byers quoted in TechCrunch, March 2011

What does this mean for
brands? “Women have the potential to drive a brand’s reputation online because, compared with men, they are more connected with each other and like to talk about brands and products, especially in social media. “But marketers, particularly in more male-oriented categories like finance, are not making a digital connection with women. (Women can tell the difference; 71% of women in the UK think that marketers don’t know how to talk to them, unless it is about beauty or cleaning products.) “To achieve the next level of digital success, marketers must understand their female consumers’ life stage and then use social media to engage with them around passion points that mesh with the brand offering.” Source: Engage Women With Personal And Relevant Social Interactions by Tracy Stokes, Forrester, July 2011

TREND 5: SOCIAL CONSUMERS WANT
A RANGE OF RELATIONSHIPS WITH BRANDS 27

Getting closer to the consumer
• We wanted deeper insights into the relationship between brands and people • So we developed new consumer segmentation based on a range of social media behaviour and brand interaction BRAND ENGAGEMENT SOCIAL MEDIA USE Engaged = always, usually or sometimes do at least Active = do at least one of the following one of the following - Post comments/pics on own page - Become „friends‟ or „like‟ brands or - Post comments to friends‟ pages products - Post comments on blog - Read blogs or tweets sent out by brands or products - Write blog - Share content on official page of brand - Share content on official page of brand or product or product - Purchase a product from a company‟s - „Check-in‟ to a location social media site - Tweet - Follow brands - Upload photos or videos

Social consumers in Europe: our
segmentation Active Loyalists Cheerleaders Non-engaged Engaged Men: 16% Women: 20% 20-45 yrs old Men: 23% Women: 25% 20-40 yrs old Outsiders Opportunists Men: 22% Women: 17% 60+ yrs old Men: 39% Women: 38% 45-60 yrs old Passive

Social consumers‟ online habits Cheerleaders
Loyalists Opportunists Going online (personal) 211 213 198 177 177 157 Going online (mobile) 68 64 28 31 28 22 Social networking 91 99 79 79 51 48 Online videos 48 39 26 20 28 14 Multiple activities 130 153 124 122 95 101 at once 30 Question: How many minutes a day do you spend doing the following? (European data)

Cheerleaders are at the cutting
edge of social behaviour Always on: – 61% of women cheerleaders use social media several times daily, vs 53% of men Expect brands to be socially active: – 2x more likely to see companies sharing info via social media as more trustworthy, men more so than women (33% vs 21%) – Actively follow brands for deals and offers especially women (61% vs 47%)

Cheerleaders are networked and influential
across the sexes Majorly mobile – This group is most likely to check reviews or prices while shopping using their mobile phone (53%) – 42% of male Cheerleaders use mobile apps at least daily (vs 33% of female) – Most likely to make purchases using their mobile phone (35% men, 20% women) Influencers: – Three quarters tell at least three friends about products they like (78% women, 71% men)

Loyalists are most likely to
be long-term brand advocates True brand fans: Socially savvy: – The most likely to stay – 62% of female Loyalists committed to a brand and 51% of males access they like once they have social media several found it (75% men, 82% times a day women) – 71% of Loyalists write – 46% will pay more for positive online reviews for products from brands products they like they trust – 95% of Loyalists recommend brands or services to other people – on a par with Cheerleaders (96%)

Loyalists care most about brand
values Caring companies: Ethical business: – This group is the most – Female loyalists have the highest likely to want to see companies expectations that treating their employees well the brands they support (82%) will avoid animal testing (73% vs 59%) and take steps to reduce packaging (73% vs 67%) – Male loyalists want brands to pay a fair share of tax (73% vs 69%)

Opportunists want to know: “What‟s
in it for me”? Active in social media: – two thirds access social networks at least daily (63%) Follow brands for self-interest: – main reasons are for vouchers and discounts (53%), and to enter competitions (41%) – Among women, interest in vouchers rises to 55% and competitions to 56% Interested in value not values: – only 20% of Opportunists would pay 20% more for environmentally-friendly products – Price sensitive: 62% compare costs from at least two sources before a major purchase

Engagement opportunities for brands Cheerleaders:
Loyalists: Opportunists: • Reflect their always-on • Reward their loyalty with • Think tactically about how to behaviour with responsive additional privileges so they provide them with promotions interactions on social networks become more active such as vouchers or discounts advocates (but without alienating the rest of • Find ways to surprise them that your audience) they will share with their friends • Recognise and thank them for their input such as a positive • Weigh up the return on • Build on their appetite for investment of gaining their product review corporate insights delivered in attention briefly versus building social channels • Involve them: Ask what they deeper relationships with your think and show their opinion more loyal customers matters

In summary... It is not
enough to know how to “do digital” for its own sake We still need to understand people and what influences them whatever the medium In this new era of marketing, brands will achieve most success if they combine social media savvy with human insights

To discuss what out findings
mean for your brand please contact: Helen Nowicka UK Head of digital, EMEA social media strategist 020 7853 2218 helen.nowicka@porternovelli.co.uk @Helennow Melissa Taylor Director of planning, EMEA 020 7853 2222 melissa.taylor@porternovelli.co.uk @Groovymomma

Thank you!