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Social media marketing- Women Online


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This is a conversation from the Massachusetts Conference for Women Dec. 8, 2011

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Social media marketing- Women Online

  1. 1. Social Media Will Not Make You Smarter, Richer or Thinner The Massachusetts Conference for Women Morra Aarons-Mele
  2. 2. c. Jonathan Borofsky
  3. 3. Adapted from KPCB Internet Trends 2011
  4. 4. Adapted from KPCB Internet Trends 2011
  5. 5. Adapted from KPCB Internet Trends 2011
  6. 6. Adapted from KPCB Internet Trends 2011
  7. 7. Types of Social Media
  8. 9. What You're Up Against <ul><ul><li>Each day, US adults absorb: </li></ul></ul><ul><ul><li>34 GB data over 11.8 hours ( USCD ) </li></ul></ul><ul><ul><li>65% of online adults use social media ( Pew ) </li></ul></ul><ul><ul><li>Adults using the internet as primary news source up 17% between 2009-2010 ( Pew ) </li></ul></ul><ul><ul><li>1 in 4 adults accessed most of their 2010 campaign news online ( Pew ) </li></ul></ul><ul><ul><li>3-fold increase from 2002 </li></ul></ul>
  9. 10. Social Media is not the Silver Bullet <ul><ul><li>Social networks are the interactive visibility tool of the digital age </li></ul></ul><ul><ul><li>Thousands of followers or “likes” don't directly translate action or sales </li></ul></ul><ul><ul><li>Social networks are only one tool at your disposal </li></ul></ul><ul><ul><li>Social media isn’t a SOLUTION, it’s a tool that can be deployed strategically in support of a larger organizational or campaign goal.  </li></ul></ul><ul><li>  </li></ul><ul><ul><li>A brilliant social media strategy cannot compensate for a campaign or organization that lacks a strong, memorable brand.   </li></ul></ul>
  10. 11. Courtesy Nicco Mele
  11. 12. Names (leads, email addresses) Awareness (consumer, trade, elites)
  12. 13. Courtesy Nicco Mele
  13. 14. Courtesy Nicco Mele
  14. 16. Baseline: Website <ul><ul><li>Your website houses your content </li></ul></ul><ul><ul><li>Content’s purpose: </li></ul></ul><ul><ul><ul><li>Who we are (delivering on the brand promise) </li></ul></ul></ul><ul><ul><ul><li>How you can join us </li></ul></ul></ul><ul><ul><ul><li>What we’re doing and why it’s awesome </li></ul></ul></ul><ul><ul><ul><li>Who pays the bills/Contact/Customer Service </li></ul></ul></ul><ul><ul><li>Most people won’t come back to your site voluntarily…you need to go out and get them </li></ul></ul>
  15. 17. Use Your Channels for Messaging <ul><li>Getting to know you </li></ul><ul><ul><li>Search engine visibility </li></ul></ul><ul><ul><li>Presence on major platforms and networks </li></ul></ul><ul><ul><li>Supplement w/ads if you can </li></ul></ul><ul><li>Building the Relationship </li></ul><ul><ul><li>Twitter (esp. for media and influentials) </li></ul></ul><ul><ul><li>Email list </li></ul></ul><ul><ul><li>Know what your competitors are doing </li></ul></ul><ul><ul><li>Influencers </li></ul></ul><ul><li>Niche marketing, not mass </li></ul><ul><ul><li>Use channels to tailor your message and make it relevant </li></ul></ul><ul><ul><li>Build relationships </li></ul></ul>
  16. 18. Source: Quantcast;
  17. 21. Start to Make Friends Identify Your Landscape <ul><li>Who is influential </li></ul><ul><li>Where do they hang out? </li></ul><ul><li>Who is their network? </li></ul><ul><li>Do they want to get to know you? </li></ul>
  18. 22. Use Twitter to connect directly with influencers
  19. 23. Use Facebook to connect professionally via pages
  20. 24. Use Linked-In to connect with colleagues via groups
  21. 25. <ul><li>Write </li></ul><ul><li>Publish </li></ul><ul><li>Connect </li></ul><ul><li>Reciprocate </li></ul>
  22. 27. The Power of Women & Social Media <ul><ul><li>42 million women log on to social network sites weekly </li></ul></ul><ul><ul><li>Women compose the majority of nearly every major social media networking site </li></ul></ul><ul><ul><li>Women are twice as likely as men to blog </li></ul></ul><ul><ul><li>Women are more likely to use blogs as a source of information and to aid in decision-making </li></ul></ul><ul><ul><li>(BlogHer, iVillage 2009) </li></ul></ul>
  23. 28. BlogHer Poll: Blog Snapshot <ul><ul><li>The BlogHer network of women: </li></ul></ul><ul><ul><li>Female: 95% </li></ul></ul><ul><ul><li>Median age: 30 </li></ul></ul><ul><ul><li>Median range: 25-40 (67%) </li></ul></ul><ul><ul><li>Married: 75% </li></ul></ul><ul><ul><li>Work outside the home: 52% </li></ul></ul><ul><ul><li>Stay at Home: 33% </li></ul></ul><ul><ul><li>Are bloggers themselves: 52% </li></ul></ul><ul><ul><li>Recommend products to friends online: 56% </li></ul></ul><ul><ul><li>Bought product on blogger rec: 63% </li></ul></ul>
  24. 29. “ I want free stuff!!”
  25. 30. “ I have bills to pay!!”
  26. 31. NOW, GO DO IT
  27. 32. Don’t rely on the intern <ul><li>Hire a community manager- but even leadership has their hand in </li></ul><ul><li>Check out the Community Roundtable </li></ul><ul><li>Set up a monitoring system and KPIs </li></ul>Courtesy Edelman