Social Media Strategies for Small to Medium BusinessesDayn Wilberding
This Social Media Strategies presentation was developed for the FORGE Marketing Summit in Lake Oswego, OR.
1. Introducing Social Influence Marketing (SIM)
2. Boring social media statistics (social is mainstream)
3. A Guide to Social Strategy (always in work)
4. Steal these local campaigns (case studies
Using Emerging Media in Matters of Life and Death. Presented at the US Marines Public Affairs Conference in Reno on Aug. 24, 2010 by http://www.ericschwartzman.com. Feel free to use and reuse with attribution. Thanks!
7 effective strategies to use social media for your businessMilena Regos
A road map for businesses of any size to understand the importance of social media and social media marketing and how to approach new media the right way from understanding how to use social media right for their business, identify their audience is, where to find good content, how to listen online, how to engage, how to save time on a daily basis and how to measure social media efforts. I gave this presentation live to Nevada County Online group in Grass Valley, CA on July 24, 2012.
Social Media Strategies for Small to Medium BusinessesDayn Wilberding
This Social Media Strategies presentation was developed for the FORGE Marketing Summit in Lake Oswego, OR.
1. Introducing Social Influence Marketing (SIM)
2. Boring social media statistics (social is mainstream)
3. A Guide to Social Strategy (always in work)
4. Steal these local campaigns (case studies
Using Emerging Media in Matters of Life and Death. Presented at the US Marines Public Affairs Conference in Reno on Aug. 24, 2010 by http://www.ericschwartzman.com. Feel free to use and reuse with attribution. Thanks!
7 effective strategies to use social media for your businessMilena Regos
A road map for businesses of any size to understand the importance of social media and social media marketing and how to approach new media the right way from understanding how to use social media right for their business, identify their audience is, where to find good content, how to listen online, how to engage, how to save time on a daily basis and how to measure social media efforts. I gave this presentation live to Nevada County Online group in Grass Valley, CA on July 24, 2012.
Social Media Spotlight is a Millward Brown multi-client research, which is being conducted to study and assess the status quo of social media usage and attitude here in The Netherlands.
How Social Media Marketing benefits your small business?Muhib Zaman
Social media marketing is rapidly growing as one of the most important parts of marketing strategy. Marketers from around the globe are realizing the impact of Social Media. Businesses & Organizations are discovering the ways social media is contributing to their success and growth. Moreover, it is contributing in all areas of their company.
Read More: https://www.itbizbd.com/social-media-marketing-benefits-small-business/
Robot explorers: Gender and group attitudes to STEM: a pilot evaluation of an...Jon Rosewell
Gender and group attitudes to STEM: a pilot evaluation of an outreach robotics activity.
Alice Peasgood, Jon Rosewell, Tony Hirst
Abstract
Women are underrepresented in Science, Technology, Engineering and Mathematics (STEM) subjects in higher education (HE), although attitudes and participation in STEM are less polarised at younger ages. Outreach activities that aim to inspire and enthuse school-age students may help girls to consider study and careers in STEM subjects.
The Royal Institution run extra-curricular ‘masterclasses’ that aim to inspire school students in mathematics. Our session in a series of secondary maths masterclasses uses a hands-on robotics activity based on the theme of ‘robot explorers’. Students work in small groups to solve the challenge of programming a small mobile robot to navigate by applying their maths and programming skills. This pilot study looked at the possible influence of gender and friendship groups on attitudes to STEM in the context of that activity.
Those attending the masterclass series were Year 9 students nominated by East London schools. Students completed a short evaluation sheet for the session and reported whether they knew others in their group. An observer noted whether boys or girls used the computer, held the robot, and similar measures. All data was collected anonymously and the study was approved by the OU Human Research Ethics Committee (HREC/2016/2238/Rosewell/1).
Preliminary results suggest that girls enjoyed the class more than boys. Girls also showed a greater increase in level of interest in robotics, although from a lower level than boys. There is a suggestion that individuals who found themselves in a group in which they had no friends reported a lower score for enjoyment.
The importance of friendship to the enjoyment and learning experienced in small group activity should be considered in the design of extra-curricular activities if they are to meet their stated aim of enthusing young students.
Many American consumers have internalized the recession experience. Traditional assumptions underpinning consumer, meeting attendee and event professional segmentation are no longer valid. Discover how meeting professionals are adjusting their event planning strategies to the "New Normal" and what you can do to attract emerging post-recession consumer, attendee and event professional segments.
Data from CPA.com's CPA of the Future study are in. The comprehensive report serves as a scorecard on future readiness of the CPA profession overall. Recorded statistics and projections are based on a strategic set of survey questions asked of CPAs from across the country, such as: How ready for the future are we as a profession? How ready are we to understand, guide, and prepare our clients for the fast future that is emerging? The full report is accessible on CPA.com/whitepapers; there you can dig in to this study for valuable insights into the state of the profession today in terms of future readiness... and the changes required to effectively prepare for what the future has in store.
The purchasing control of Moms and her advanced connectivity is having a powerful effect on the way brands must communicate to successfully capture Her attention and build a meaningful relationship.
To engage with The Connected Mom, you must bridge a true understanding that begins with facts and trends developing into a strategy for reaching Mom as a real person.
Social Media Spotlight is a Millward Brown multi-client research, which is being conducted to study and assess the status quo of social media usage and attitude here in The Netherlands.
How Social Media Marketing benefits your small business?Muhib Zaman
Social media marketing is rapidly growing as one of the most important parts of marketing strategy. Marketers from around the globe are realizing the impact of Social Media. Businesses & Organizations are discovering the ways social media is contributing to their success and growth. Moreover, it is contributing in all areas of their company.
Read More: https://www.itbizbd.com/social-media-marketing-benefits-small-business/
Robot explorers: Gender and group attitudes to STEM: a pilot evaluation of an...Jon Rosewell
Gender and group attitudes to STEM: a pilot evaluation of an outreach robotics activity.
Alice Peasgood, Jon Rosewell, Tony Hirst
Abstract
Women are underrepresented in Science, Technology, Engineering and Mathematics (STEM) subjects in higher education (HE), although attitudes and participation in STEM are less polarised at younger ages. Outreach activities that aim to inspire and enthuse school-age students may help girls to consider study and careers in STEM subjects.
The Royal Institution run extra-curricular ‘masterclasses’ that aim to inspire school students in mathematics. Our session in a series of secondary maths masterclasses uses a hands-on robotics activity based on the theme of ‘robot explorers’. Students work in small groups to solve the challenge of programming a small mobile robot to navigate by applying their maths and programming skills. This pilot study looked at the possible influence of gender and friendship groups on attitudes to STEM in the context of that activity.
Those attending the masterclass series were Year 9 students nominated by East London schools. Students completed a short evaluation sheet for the session and reported whether they knew others in their group. An observer noted whether boys or girls used the computer, held the robot, and similar measures. All data was collected anonymously and the study was approved by the OU Human Research Ethics Committee (HREC/2016/2238/Rosewell/1).
Preliminary results suggest that girls enjoyed the class more than boys. Girls also showed a greater increase in level of interest in robotics, although from a lower level than boys. There is a suggestion that individuals who found themselves in a group in which they had no friends reported a lower score for enjoyment.
The importance of friendship to the enjoyment and learning experienced in small group activity should be considered in the design of extra-curricular activities if they are to meet their stated aim of enthusing young students.
Many American consumers have internalized the recession experience. Traditional assumptions underpinning consumer, meeting attendee and event professional segmentation are no longer valid. Discover how meeting professionals are adjusting their event planning strategies to the "New Normal" and what you can do to attract emerging post-recession consumer, attendee and event professional segments.
Data from CPA.com's CPA of the Future study are in. The comprehensive report serves as a scorecard on future readiness of the CPA profession overall. Recorded statistics and projections are based on a strategic set of survey questions asked of CPAs from across the country, such as: How ready for the future are we as a profession? How ready are we to understand, guide, and prepare our clients for the fast future that is emerging? The full report is accessible on CPA.com/whitepapers; there you can dig in to this study for valuable insights into the state of the profession today in terms of future readiness... and the changes required to effectively prepare for what the future has in store.
The purchasing control of Moms and her advanced connectivity is having a powerful effect on the way brands must communicate to successfully capture Her attention and build a meaningful relationship.
To engage with The Connected Mom, you must bridge a true understanding that begins with facts and trends developing into a strategy for reaching Mom as a real person.
This presentation was given at Miami University's Alumni Winter College. It was designed to introduce social media to the "post college" crowd and explain why it matters to them.
Social Media around the World 2012 (by InSites Consulting)InSites Consulting
Social Media around the World 2012 report by InSites Consulting (data collected by SSI and translations by No Problem). The full reports offers 5 eye-catching insights on the status of social media and more than 2.000 facts & figures about social media in 19 countries. Topics cover main adoption and usage, interactions of consumers with brands, impact of branded conversations, evolution of mobile and the opportunities for structural collaboration between consumers and brands. For more information contact Marketing@InSites-Consulting.com.
Gender-based violence is regarded as one of the forms of human rights violation. It is indeed a global phenomenon surpassing all kinds of national, economic, religious, geographic and cultural borders. Woman abuse is usually performed in her direct social environment thereby affecting the physical as well as her mental health. Violence has disastrous consequences on social welfare, children, families and community. Gender violence restricts the woman’s right to be involved in social life.
Intrepid Millennial Explorers: Changing The Face Of Modern Consumerism (Webin...Influence Central
Millennials — the group of young, up-and-coming Americans in their post-college 20s to early 30s — now represent the next rising generation, rapidly increasing in consumer power and influence. Yet despite this, Millennials remain among the least understood consumer sectors. Do their ongoing bonds to their parents demonstrate a lack of independence or simply strong family ties? Does their fluency with technology impact their trust of online consumer sources or do offline, personal recommendations still matter? What most directly drives their path to purchase?
In this webinar, Influence Central CEO and Founder, Stacy DeBroff, and Senior Vice President of Insights and Strategy, Tracey Hope-Ross, present and discuss our groundbreaking study of 1,100 American Millennial Women to help gain more in-depth insight into this influential demographic
The Impact of Social Media on Women's Self-Image and Self-RepresentationPamela Rutledge
Presentation from APA National Convention in San Diego: the impact of social media on women's self-image and self-representation. Part of a symposium co-sponsored by Division 46 (Media Psychology) and Division 35 (Psychology of Women) by Dr. Pamela Rutledge
"Impact of front-end architecture on development cost", Viktor TurskyiFwdays
I have heard many times that architecture is not important for the front-end. Also, many times I have seen how developers implement features on the front-end just following the standard rules for a framework and think that this is enough to successfully launch the project, and then the project fails. How to prevent this and what approach to choose? I have launched dozens of complex projects and during the talk we will analyze which approaches have worked for me and which have not.
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...UiPathCommunity
💥 Speed, accuracy, and scaling – discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Mining™:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing – with little to no training required
Get an exclusive demo of the new family of UiPath LLMs – GenAI models specialized for processing different types of documents and messages
This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath.
Speakers:
👨🏫 Andras Palfi, Senior Product Manager, UiPath
👩🏫 Lenka Dulovicova, Product Program Manager, UiPath
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Connector Corner: Automate dynamic content and events by pushing a buttonDianaGray10
Here is something new! In our next Connector Corner webinar, we will demonstrate how you can use a single workflow to:
Create a campaign using Mailchimp with merge tags/fields
Send an interactive Slack channel message (using buttons)
Have the message received by managers and peers along with a test email for review
But there’s more:
In a second workflow supporting the same use case, you’ll see:
Your campaign sent to target colleagues for approval
If the “Approve” button is clicked, a Jira/Zendesk ticket is created for the marketing design team
But—if the “Reject” button is pushed, colleagues will be alerted via Slack message
Join us to learn more about this new, human-in-the-loop capability, brought to you by Integration Service connectors.
And...
Speakers:
Akshay Agnihotri, Product Manager
Charlie Greenberg, Host
Accelerate your Kubernetes clusters with Varnish CachingThijs Feryn
A presentation about the usage and availability of Varnish on Kubernetes. This talk explores the capabilities of Varnish caching and shows how to use the Varnish Helm chart to deploy it to Kubernetes.
This presentation was delivered at K8SUG Singapore. See https://feryn.eu/presentations/accelerate-your-kubernetes-clusters-with-varnish-caching-k8sug-singapore-28-2024 for more details.
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024Tobias Schneck
As AI technology is pushing into IT I was wondering myself, as an “infrastructure container kubernetes guy”, how get this fancy AI technology get managed from an infrastructure operational view? Is it possible to apply our lovely cloud native principals as well? What benefit’s both technologies could bring to each other?
Let me take this questions and provide you a short journey through existing deployment models and use cases for AI software. On practical examples, we discuss what cloud/on-premise strategy we may need for applying it to our own infrastructure to get it to work from an enterprise perspective. I want to give an overview about infrastructure requirements and technologies, what could be beneficial or limiting your AI use cases in an enterprise environment. An interactive Demo will give you some insides, what approaches I got already working for real.
Builder.ai Founder Sachin Dev Duggal's Strategic Approach to Create an Innova...Ramesh Iyer
In today's fast-changing business world, Companies that adapt and embrace new ideas often need help to keep up with the competition. However, fostering a culture of innovation takes much work. It takes vision, leadership and willingness to take risks in the right proportion. Sachin Dev Duggal, co-founder of Builder.ai, has perfected the art of this balance, creating a company culture where creativity and growth are nurtured at each stage.
State of ICS and IoT Cyber Threat Landscape Report 2024 previewPrayukth K V
The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development.
The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers:
State of global ICS asset and network exposure
Sectoral targets and attacks as well as the cost of ransom
Global APT activity, AI usage, actor and tactic profiles, and implications
Rise in volumes of AI-powered cyberattacks
Major cyber events in 2024
Malware and malicious payload trends
Cyberattack types and targets
Vulnerability exploit attempts on CVEs
Attacks on counties – USA
Expansion of bot farms – how, where, and why
In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East
Why are attacks on smart factories rising?
Cyber risk predictions
Axis of attacks – Europe
Systemic attacks in the Middle East
Download the full report from here:
https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/
Search and Society: Reimagining Information Access for Radical FuturesBhaskar Mitra
The field of Information retrieval (IR) is currently undergoing a transformative shift, at least partly due to the emerging applications of generative AI to information access. In this talk, we will deliberate on the sociotechnical implications of generative AI for information access. We will argue that there is both a critical necessity and an exciting opportunity for the IR community to re-center our research agendas on societal needs while dismantling the artificial separation between the work on fairness, accountability, transparency, and ethics in IR and the rest of IR research. Instead of adopting a reactionary strategy of trying to mitigate potential social harms from emerging technologies, the community should aim to proactively set the research agenda for the kinds of systems we should build inspired by diverse explicitly stated sociotechnical imaginaries. The sociotechnical imaginaries that underpin the design and development of information access technologies needs to be explicitly articulated, and we need to develop theories of change in context of these diverse perspectives. Our guiding future imaginaries must be informed by other academic fields, such as democratic theory and critical theory, and should be co-developed with social science scholars, legal scholars, civil rights and social justice activists, and artists, among others.
UiPath Test Automation using UiPath Test Suite series, part 3DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 3. In this session, we will cover desktop automation along with UI automation.
Topics covered:
UI automation Introduction,
UI automation Sample
Desktop automation flow
Pradeep Chinnala, Senior Consultant Automation Developer @WonderBotz and UiPath MVP
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
Smart TV Buyer Insights Survey 2024 by 91mobiles.pdf91mobiles
91mobiles recently conducted a Smart TV Buyer Insights Survey in which we asked over 3,000 respondents about the TV they own, aspects they look at on a new TV, and their TV buying preferences.
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
1. 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
2. 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
3. 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
4. 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
5. 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
7. 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
8. 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
9. 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
10. 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
11. 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
12. TREND 2: WOMEN ARE MORE LIKELY TO
CONNECT WITH PEOPLE THEY KNOW
13. 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
14. 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
15. TREND 3: UK WOMEN ARE MOST LIKELY
TO FRIEND OR FOLLOW BRANDS FOR
DEALS
16. 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?
17. TREND 4: MEN ARE MORE LIKELY TO
DISPLAY STATUS OR OPINIONS
18. 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
19. 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
20. 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
22. 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
23. 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
24. 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
25. 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
26. 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
27. TREND 5: SOCIAL CONSUMERS WANT A
RANGE OF RELATIONSHIPS WITH
BRANDS
27
28. 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
29. 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
30. 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)
31. 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%)
32. 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)
33. 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%)
34. 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%)
35. 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
36. 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
37. 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
38. 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