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Reaching Women Thru Social Media

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presented at Blogworld Expo Oct 09

  • Hi Aliza
    Really interesting show. I'm preparing to deliver training to not-for-profit organisations on Social Media usage and I'm wondering if there's data on UK women's usage of SM - I'll have to check it out. Thanks for sharing a stimulating show.
    Kind regards,
    Jim
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Reaching Women Thru Social Media

  1. 1. Stimulating Conversations with women in the social mediasphere
  2. 2. Who?
  3. 3. What?
  4. 4. Why?
  5. 5. How?
  6. 6. Social Media is intimate...
  7. 7. Conversation
  8. 8. <ul><li>Social Media is </li></ul><ul><ul><ul><ul><ul><li>about friendships and relationships... </li></ul></ul></ul></ul></ul>
  9. 9. Real Ones.
  10. 10. Women use social media for...
  11. 11. Connection Community Creativity Convenience
  12. 12. Social Media is...
  13. 13. Empowering the Consumer
  14. 14. Aug 09 survey of 1,000 women by Q Interactive on CoolSavings.com
  15. 15. 75% of women surveyed said they were... more active in social media than they were a year ago Aug 2009 - Q Interactive
  16. 16. 64% didn’t care whether a brand was present in social networks or not Aug 2009 - Q Interactive
  17. 17. ?
  18. 18. Surveyed on a coupon site Looking for coupons from brands
  19. 19. 54% visit social networking sites at least once a day Aug 2009 - Q Interactive
  20. 20. 75% said that their use of social nets did “not really” affect their purchase decisions or did “ not at all” influence their buying. Aug 2009 - Q Interactive
  21. 21. ? 10 years ago, we saw similar stats about women not caring if brands had...
  22. 22. ...web sites. !
  23. 23. early adopters early mass later adopters later mass the rest The Web Social Media { } 1995/1996 2008/2009 1997 1998 2000 2010 2011 2012
  24. 24. early adopters early mass later adopters later mass the rest } web coupon clippers } bloggers podcasters social networkers emailers 2008/2009 2010 2011 2012
  25. 25. May 2009 social media survey by BlogHer, iVillage & Compass Partners
  26. 26. surveyed... 2,821 women in the general U.S. population 1,008 women from the BlogHer network 788 women in the iVillage network May 2009 - BlogHer, iVillage & Compass Partners
  27. 27. 42 million women in the United States participate in social media at least weekly. May 2009 - BlogHer, iVillage & Compass Partners
  28. 28. 31.5 million - Social Networks 23 million - Blogs 16.8 million - Message boards 6.7 million - Twitter May 2009 - BlogHer, iVillage & Compass Partners
  29. 29. Maximum reach : social networks Widest influence : blogs May 2009 - BlogHer, iVillage & Compass Partners
  30. 30. 79% of female social network users who responded considered researching products and services and 64% finding deals and discounts important. Spring 2009 - ShesConnected
  31. 31. “ Consumers surveyed about their reliance on social networks for purchase decisions may not be thinking of the constant stream of product-related information they share with their networks on a daily basis .” Debra Aho Williamson, eMarkter senior analyst eMarketer.com - Sept. 17, 2009 Are Women Really Ignoring Social Network Marketing?
  32. 32. Where do women share?
  33. 34. <ul><ul><ul><ul><ul><li>Top 5 Social Networks (Jan 09) </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>monthly visits: </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>1. Facebook 1,191,373,339 </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>2. MySpace 810,153,535 </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>3. Twitter 54,218,731 </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>4. Flixter 53,389,974 </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>5. LinkedIn 42,744,438 </li></ul></ul></ul></ul></ul>Jan 2009, compete.com
  34. 35. <ul><ul><ul><ul><ul><li>Facebook users are 45% male, </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>55% female. </li></ul></ul></ul></ul></ul>Jan 2009, iStrategyLabs.com
  35. 36. <ul><ul><ul><ul><ul><li>The fastest growing segment </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>on Facebook... </li></ul></ul></ul></ul></ul>
  36. 37. <ul><ul><ul><ul><ul><li>Women over 55 </li></ul></ul></ul></ul></ul>Jan 2009, iStrategyLabs.com
  37. 38. <ul><ul><ul><ul><ul><li>Twitterers are 47% male, </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>53% female. </li></ul></ul></ul></ul></ul>Mar 2009, quantcast
  38. 39. <ul><ul><ul><ul><ul><li>MySpace users are 42% male, </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>58% female. </li></ul></ul></ul></ul></ul>Mar 2009, quantcast
  39. 40. How do you engage in conversations with women through social media?
  40. 41. Listen
  41. 42. Ask
  42. 43. Engage
  43. 44. Respond
  44. 45. R-E-S-P-E-C-T
  45. 46. FAIL!
  46. 47. Social Media misperceptions 1. Viral is a strategy. 2. I can control it. 3. I can buy Friends. 4. Bought Friends will listen. 5. I can just buy an ad. 6. I should put all my eggs in SM.
  47. 48. Why you might FAIL 1. Pick wrong segment 2. Pick wrong channels 3. Pick wrong message 4. Pick wrong actions
  48. 49. It is not a campaign It is a commitment
  49. 50. Demographics suck
  50. 51. Women don’t use social media based on clear cut demographics
  51. 52. 62 divorced no kids 32 single 1 cat 26 married 3 kids 33 married infertile 28 partnered 1 kid 45 married 2 kids 41 married adopting 55 widowed 2 dogs entrepreneur work at home mom traveler job hunting SNARKY Religious blogger teacher housewife
  52. 53. Social Media is...
  53. 54. HERS
  54. 55. Aliza Sherman Conversify Anchorage Minneapolis Denver UK www.conversify.net [email_address] et twitter.com/aliza sherman facebook.com/alizasherman linkedin.com/in/alizasherman

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