Women, social media and buying decisions

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My speaker slides for this year's http://www.salescongres.org/
Focuses on women as conversationalists and the role of social media in the buying decision cycle.

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  • 18-03-10
  • 18-03-10
  • 18-03-10
  • 18-03-10
  • 18-03-10 18-03-10
  • 18-03-10 18-03-10
  • 18-03-10 18-03-10
  • 18-03-10 18-03-10
  • 18-03-10 18-03-10
  • Women, social media and buying decisions

    1. Women, social media, and buying decisions Clo Willaerts, 18 March 2010 @bnox on Twitter
    2. 18.03.10 © Sanoma Magazines Marketing to women online - Clo Willaerts
    3. Operating Countries Sanoma Magazines 18.03.10 © Sanoma Magazines Marketing to women online - Clo Willaerts
    4. <ul><li>[Women's] time spent with traditional advertising mediums is declining, while their time spent on the Internet is increasing. For many reasons, the Internet is the perfect advertising medium for reaching women . Many websites either fail in their attempts to persuade women or don’t make any attempt at all. There is a huge opportunity here. </li></ul><ul><li>Source: The Soccer Mom Myth: The New Reality of Marketing to Women. Written by Michele Miller and Holly Buchanan </li></ul><ul><li>http://www. thesoccermommyth .com/ </li></ul>18.03.10 © Sanoma Magazines Marketing to women online - Clo Willaerts
    5. <ul><li>In the US, 96 million males are Internet users, compared with 103 million females. </li></ul><ul><li>Source: http://www. emarketer .com/Report. aspx ?code=emarketer_2000574 </li></ul>18.03.10 © Sanoma Magazines Marketing to women online - Clo Willaerts
    6. Internet Penetration in Belgium - gender 18.03.10 © Sanoma Magazines Marketing to women online - Clo Willaerts 18.03.10 © Sanoma Magazines <ul><li>The total Belgian online population (past 2 weeks) consists of 5,5 million users </li></ul><ul><li>of which 2,58 M are females. </li></ul><ul><li>Source: telephone survey for the Belgian Media Mapping in 2008. </li></ul>
    7. Shopping is a serious matter <ul><li>In America, where female consumers make more than 80% of discretionary purchases , companies have started tailoring their products and messages to appeal to women, in an effort to boost their sales. Source: Marketing to women | Hello, girls | The Economist http://www.economist. com/research/articlesBySubject/displaystory . cfm ? subjectid=1780456 & story_id=13278440 </li></ul><ul><li>71% of the Belgian online women are the responsible for grocery shopping in their family. Source: telephone survey for the Belgian Media Mapping in 2008. </li></ul>
    8. Shopping is a serious matter <ul><li>97% of UK female Internet users research products online and 92% of UK female Internet users buy products online. Source: eMarketer, February 2009 </li></ul><ul><li>In the past year, UK female Internet users have made an average of 17 online purchases of products/services and spent an average of £600. Source: eMarketer, February 2009 </li></ul>
    9. Women hold up half the sky. (Mao Tse-Tung) 18.03.10 © Sanoma Magazines Marketing to women online - Clo Willaerts
    10. Classic Sales Funnel
    11. Looks an awful lot like this
    12. McKinsey: Customer Decision Journey
    13. Social media vs social sales <ul><li>Since web 2.0 the full cycle is visible </li></ul><ul><li>customer experiences drive reviews and conversations </li></ul><ul><li>Challenge: realtime </li></ul><ul><li>Opportunity: </li></ul><ul><ul><li>catching a lead in mid-air </li></ul></ul>
    14. Women and social networks <ul><li>48% of (US women) respondents reported belonging to four or more social networks. Source: The Power of Social Networking for Women, ShesConnected, August 2009 </li></ul><ul><li>83% </li></ul><ul><li>73% </li></ul><ul><li>55% </li></ul><ul><li>41% </li></ul>89% 24% 12% 59% of Belgian online has a profile on one or more social networks. Source: Belgian Women Online, InSites, April 2009
    15. Women dominate social networks
    16. Women are conversationalists <ul><li>Forrester’s Levels of participation: </li></ul><ul><ul><li>24% creators </li></ul></ul><ul><ul><li>33% conversationalists, </li></ul></ul><ul><ul><li>37% critics, </li></ul></ul><ul><ul><li>20% collectors, </li></ul></ul><ul><ul><li>59% joiners, </li></ul></ul><ul><ul><li>70% spectators, </li></ul></ul><ul><ul><li>17% inactives </li></ul></ul><ul><li>Conversationalists : </li></ul><ul><ul><li>update status on a social networking site at least weekly </li></ul></ul><ul><ul><li>post updates on twitter at least weekly </li></ul></ul><ul><ul><li>56% female , more than any other group in the ladder. While they’re among the youngest of the groups, 70% are still 30 and up . </li></ul></ul>
    17. 1/6 Initial consideration set <ul><li>default preferences </li></ul><ul><li>habit, tradition, trust </li></ul><ul><li>mainly consumer-driven information sources </li></ul><ul><li>visible: </li></ul><ul><ul><li>fan on Facebook </li></ul></ul><ul><ul><li>wishlists </li></ul></ul><ul><ul><li>bio </li></ul></ul>
    18. 1/6 Initial consideration set
    19. 2/6 Trigger: new or improved product
    20. 2/6 Trigger: fashion, seasons
    21. 2/6 Trigger: fashion, seasons
    22. 2/6 Trigger: promotions
    23. Online promotions <ul><li>For moms the most effective way Brands can be promoted online, in descending order of likeness: </li></ul><ul><li>1. Product samples offered online (47%) </li></ul><ul><li>2. Coupons (40%) </li></ul><ul><li>3. E-mails (9%) </li></ul><ul><li>4. Banner ads on websites (3%) </li></ul><ul><li>5. Blogs (1%) </li></ul><ul><li>Source: “What Women Want Consumer Survey” (Prospectiv, October 09) </li></ul>
    24. 2/6 Trigger: unexpected <ul><li>e.g. the old one broke, accidents, retail therapy, health issues, death. </li></ul><ul><li>Challenges: </li></ul><ul><ul><li>pain, loss, taboos. </li></ul></ul><ul><li>Opportunity: </li></ul><ul><ul><li>time </li></ul></ul><ul><ul><li>rapid social sales response </li></ul></ul>
    25. 2/6 Trigger: passion
    26. 2/6 Trigger: life stage <ul><li>New baby, new job, new boyfriend, new house, ... </li></ul><ul><li>target not on demographics but on phase in life </li></ul><ul><li>online communities </li></ul>
    27.  
    28. Life stage: becoming a parent
    29. 3/6 Active evaluation <ul><li>information gathering </li></ul><ul><li>window shopping </li></ul><ul><ul><li>facts (about how to use this product): content marketing </li></ul></ul><ul><ul><li>testimonials/reviews (what it is like to use this product) </li></ul></ul>
    30. http://issuu.com/bnox/docs/vrouwenonline http://issuu.com/bnox/docs/femmesonline <ul><li>InSites Field Research commissioned by Sanoma Magazines Belgium </li></ul><ul><li>Period: April 2009 </li></ul><ul><li>Method: Online questionnaire </li></ul><ul><li>Data collection sources: </li></ul><ul><ul><li>InSites TalkToChange Community ( 1.010 p ) </li></ul></ul><ul><ul><li>Sanoma Magazines Belgium female sites opt-ins ( 1.192 p) </li></ul></ul><ul><li>Screening & Quota </li></ul><ul><ul><li>Female only </li></ul></ul><ul><ul><li>Age 18-65 + representative for female online population (BIM ‘08) </li></ul></ul><ul><ul><li>Countries and languages: Belgium ( 60/40 Dutch/French language </li></ul></ul>
    31. 18.03.10 © Sanoma Magazines Marketing to women online - Clo Willaerts 18.03.10 © Sanoma Magazines Internet Activities Top 10 activities of women online (%weekly usage) <ul><li>Sending e-mails (private) – 90% </li></ul><ul><li>Online banking – 66% </li></ul><ul><li>Visiting news sites – 62% </li></ul><ul><li>Leisure surfing – 61% </li></ul><ul><li>General information search – 55% </li></ul><ul><li>Sending e-mails (work related) – 52% </li></ul><ul><li>Logging in to social network – 43% </li></ul><ul><li>Gaming – 39% </li></ul><ul><li>Chatting or instant messaging – 34% </li></ul><ul><li>General information about products or services – 32% </li></ul>Representative Sample (N = 1010)
    32. 18.03.10 © Sanoma Magazines Marketing to women online - Clo Willaerts 18.03.10 © Sanoma Magazines <ul><li>90% of internet users use the internet to search for information that is not easily available elsewhere. </li></ul><ul><li>80% use it to search information about products and services </li></ul><ul><li>75% use it to compare different product alternatives. </li></ul>General Information about Products & Services (32% Weekly ) Internet Motivations
    33. 18.03.10 © Sanoma Magazines Marketing to women online - Clo Willaerts 18.03.10 © Sanoma Magazines General Information Search (55% Weekly ) Top 10 Most Consulted Topics (% monthly usage) <ul><li>General news items – 83% </li></ul><ul><li>Healthcare – 78% </li></ul><ul><li>Cooking & Recipes – 76% </li></ul><ul><li>Travel – 67% </li></ul><ul><li>Food – 63% </li></ul><ul><li>Clothing & fashion – 62% </li></ul><ul><li>Home, garden & decoration – 60% </li></ul><ul><li>Movies & music – 59% </li></ul><ul><li>Personal body care – 54% </li></ul><ul><li>Finance & banking – 49% </li></ul>Representative Sample (N = 1010) In the Sanoma sample, monthly consultation of these topics is significantly higher (95% conf.)
    34. 18.03.10 © Sanoma Magazines Marketing to women online - Clo Willaerts 18.03.10 © Sanoma Magazines Belgian online mothers: internet as a trusted source of information <ul><li>Information about children & parenting - 53% monthly (45%: trustworthy) </li></ul><ul><li>Cooking & recipes (74%: trustworthy) </li></ul><ul><li>Government issued information (71% trustworthy) </li></ul>
    35.  
    36.  
    37. 18.03.10 © Sanoma Magazines Marketing to women online - Clo Willaerts Trusted Content Food
    38. 4/6 Moment of purchase <ul><li>trust </li></ul><ul><li>convenience </li></ul><ul><li>service </li></ul>
    39. Online purchases 18.03.10 © Sanoma Magazines Marketing to women online - Clo Willaerts 18.03.10 © Sanoma Magazines Offline Purchases Online Purchases Representative Sample (N = 1010) Boeken CD/DVD/Blu - ray Muziek in digital formaat (MP3 - nummers, albums, etc.) Computer, hardware en software Kleine electronica (bv. digitale camera, iPod, GSM, etc.) Telecom product (internetverbinding, GSM - abonnement, etc.) Erotische producten Financiéle producten (bv. fondsen, aandelen, etc.) Vakantie, tickets voor vliegtuig of trein Huishoudelijke toestellen Juwelen / accessoires Kledij / schoenen Meubilair Gezondheidsproducten (bv. dieet, etc.) Decoratie Tickets voor evenementen Films of TV - series in digitaal formaat (geen DVD) Ander product, nl. 0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50% 60% 70%
    40. What are Belgian online mothers buying? <ul><li>More offline than other online Belgian women: </li></ul><ul><li>clothing (64%) </li></ul><ul><li>books (52%) </li></ul><ul><li>computer hardware&software (33%) </li></ul><ul><li>electronic gadgets </li></ul><ul><li>financial products </li></ul><ul><li>More online than other online Belgian women: </li></ul><ul><li>holidays (42%) </li></ul><ul><li>tickets for events (43%) </li></ul><ul><li>cd/DVD (esp. 40+ mothers) </li></ul><ul><li>household electronics (esp. younger mothers) </li></ul>
    41. 5/6 Postpurchase experience <ul><li>two possibilities: </li></ul><ul><ul><li>happy customer </li></ul></ul><ul><ul><ul><li>loyalty </li></ul></ul></ul><ul><ul><li>unhappy customer </li></ul></ul><ul><ul><ul><li>customer care </li></ul></ul></ul><ul><ul><ul><li>rapid social response </li></ul></ul></ul>
    42. 6/6 Loyalty loop <ul><li>happy customer </li></ul><ul><ul><li>WoM </li></ul></ul><ul><ul><li>fans </li></ul></ul><ul><ul><li>evangelist </li></ul></ul>
    43. 6/6 Loyalty loop
    44. www.targetwomen.be http://www.slideshare.net/bnox/women-hold-up-half-the-sky
    45. Thank you. c. [email_address] .be @bnox

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