Gender Gaps on Social Media Marketing


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Gender Gaps on Social Media Marketing

  1. 1. Gender Gaps on Social Media Marketing #GenderSMM Hajin Choi @hchoi37 Huanchao Tang @veryhal
  2. 2. Index #GenderSMM Social Media Trends Research Objective & Theory Gender Difference in Media Qualitative Research Mid-Conclusion Case Studies: GE, Topshop, Uniqlo, Jaguar Opinions Conclusion & Recommendation
  3. 3. Internet Trends in the U.S. 87% of American adults use the internet as of today. 90% of them have a cell phone. 58% have a smartphone. 73% of American internet users use social networking sites. (Source:PewResearchCenter2014,image:CorbisImage) #GenderSMM
  4. 4. Social Media Trends SM Usage by Age Group Adults ages 18-29 = 90% Adults ages 30-49 = 78% Adults ages 50-64 = 65% Adults ages 65&+ = 46% Used social networking sites in 2013. #GenderSMM (Source:PewResearchCenter-SocialMediaReport 2013)
  5. 5. Social Media Advertising Trends Social Marketing = Mobile The video opportunity Native expansion Social ads get more programmatic Moving beyond the walled garden Location makes a comeback New venues, new ad opportunities (source: #GenderSMM
  6. 6. Leading Social Networking Sites Facebook is still the number one active site. Image-driven sites such as Instagram and Snapchat are the fastest growing sites. #GenderSMM (source:
  7. 7. Research Objective To analyze gender behaviors toward marketing messages in different social media platforms. #GenderSMM
  8. 8. Interpretative and Interaction Theories (Source: Symbolic Interactionism (Source: Communication Theories #GenderSMM
  9. 9. Research Questions RQ1. Are women more attracted to image-driven social media practices? RQ2. Do men tend to respond toward text-driven marketing tools? RQ3. What is the best advertising practice to men and women in social media? #GenderSMM
  10. 10. Gender Difference in Media “Females are more expressive and can send messages more clearly via using nonverbal clues” (Dennis, Kinney & Hung, 1998) #GenderSMM “Women are more likely than men to express agreement or ask for another’s opinion, to provide nonverbal or back-channel support for other speakers, and to use other conversational devices that serve to draw out one’s conversational partner” (Eakins, 1978)
  11. 11. Gender Difference in Media “Men are perceived to make faster decisions and more likely to achieve as much information as possible.” (Maguire, 1998). #GenderSMM “Young men reveal early signs of “networking fatigue” with declining interest in participating in social media communities.” (Clipson, Wilson and DuFrene, 2011)
  12. 12. Gender Difference in Media #GenderSMM Women ● Decode, understand, and use nonverbal cues better than men ● Focus more on social-oriented activities ● Understand other’s gestures and facial expression better than men ● Maintain relationships and develop intimacy by driving conversation ● Use social media for self-expression and connecting with friends and family Men ● Focus more on task-oriented activities ● Use social media for news sources and networking with professionals ● Intend to achieve certain goals by communications ● Have clear purposes in using media
  13. 13. Gender Difference and the Use of Social Media “Women tend to use social media in order to self-publish, self-represent, and have a voice in the public sphere.” (Humphrey and Vered, 2013) Male Female Message Text-Driven Image-Driven Purpose Task-Oriented Relationship-Oriented #GenderSMM
  14. 14. SNS Usage Based on Gender Difference ( #GenderSMM 71.4% Pinterest users are female as of December 2013.
  15. 15. Online Survey #GenderSMM Which social media platform do you think is the most masculine vs feminine? Masculine Feminine
  16. 16. SNS Usage Based on Gender Difference (Source: #GenderSMM
  17. 17. The Reason for Using Social Sites - Men (Source: #GenderSMM
  18. 18. The Reason for Using Social Sites - Men (Source: #GenderSMM
  19. 19. The Reason for Using Social Sites - Women (Source: #GenderSMM
  20. 20. The Reason for Using Social Sites - Women (Source: #GenderSMM
  21. 21. Compare Social Networking Sites #GenderSMM Google+ Instagram PinterestLinkedIn
  22. 22. Compare Social Networking Sites #GenderSMM v Brands have to consider the main marketing objective to choose different social media platform to express their campaign.
  23. 23. Men are the most active users in content-driven sites. Linkedin & Google+ is the perfect platform to achieve their goals rather than interacting with other users. Women are very active in relationship-oriented sites. Pinterest is still the number one female-driven social media because its nature. #GenderSMMMid-Conclusion
  24. 24. GE on LinkedIn #GenderSMMCase Study - GE
  25. 25. Brief: To enhance GE’s reputation as a thought leader in the energy and healthcare industries. Solution: Use LinkedIn to reach potential buyers - heads of companies. Thus, a serious, powerful, accountable, responsible, straightforward, and masculine voice was needed. Results: Average of 6% interaction rate with Content Ads on LinkedIn generating over 1,300 unique content downloads. There are high levels of conversations, virality, and traffic for initiatives on LinkedIn due to relevant content and voice of male-driven brand. #GenderSMMCase Study - GE
  26. 26. #GenderSMMCase Study - Jaguar
  27. 27. Brief: As a re-modernized high-end automobile brand, Jaguar wanted to engage with professionals and business buyers to show that these prestigious cars are within their reach. Solution: Jaguar was maintaining consistent brand voice through LinkedIn regarding social media campaign. Jaguar created a Company Page on LinkedIn as an online showroom for the brand. More importantly, Jaguar doubled the chance to reach out potential buyers via LinkedIn. The brand was able to reach high-value businessmen, such as C-level executive and generate earned media through their recommendation. Results: Jaguar has more than 13,000 followers and more than 420 member recommendations. It has successfully turned followers into brand advocates on LinkedIn. #GenderSMMCase Study - Jaguar
  28. 28. (Source: #GenderSMMCase Study - Uniqlo Storm Brief: Build national awareness of the japanese brand, and introduce the pinterest community to UNIQLO. Solution: simply creating buzz interaction on Pinterest. Results: UNIQLO earned more than 6 million mentions on Twitter, and garnered 55 million earned media impressions. Uniqlo+Pinterest was featured by 64 media outlets, including blogs like Mashable, Adage and Business Insider. This added 37 million media impressions.
  29. 29. #GenderSMMOpinions “A platform like Pinterest seems to attract more women in that it offers the opportunity to create pin topics like recipe pages, wedding pages.” Jacqueline Colette Prosper Editor and Social Networking Strategist Linkedin Elizabeth Lilly Social Media Strategist Robin Baron Design @Elizabeth_Lilly “There's definitely a gender gap in Pinterest, as it is mostly populated with women. I'd say it's the most apparent amongst social media platforms. If you're trying to drive commerce in women, it would be wise to use Pinterest.” Ellen Yang Social Media Strategist at Coffee Meets Bagel San Francisco, California Linkedin “The most important factor to consider when choosing a platform to target men is probably quantity because men likes to see a lot of options vs women prefer quality of how useful it is.”
  30. 30. ● Women are more attracted to image-driven social media practices. ● Men tend to respond toward content-driven marketing tools. ● Understanding the gender gap is essential for marketers to develop strategies. ● Brands should understand the gender gap when planning social media campaign. #GenderSMMConclusion
  31. 31. What is the best advertising practice to men and women in social media? Share your opinion on Twitter using #GenderSMM, Thank you! #GenderSMMConclusion