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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
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
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
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
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
TREND 1: WOMEN ARE MORE SOCIALLY
ACTIVE THAN MEN
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
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
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
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
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
TREND 2: WOMEN ARE MORE LIKELY TO
CONNECT WITH PEOPLE THEY KNOW
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
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
TREND 3: UK WOMEN ARE MOST LIKELY
TO FRIEND OR FOLLOW BRANDS FOR
DEALS
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?
TREND 4: MEN ARE MORE LIKELY TO
DISPLAY STATUS OR OPINIONS
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
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
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
Our research supports other
   interesting findings...
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
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
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
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
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
TREND 5: SOCIAL CONSUMERS WANT A
RANGE OF RELATIONSHIPS WITH
BRANDS




                                   27
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
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
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)
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%)
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)
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%)
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%)
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
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
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
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
Thank you!

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Men are from Foursquare, women are from Facebook

  • 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
  • 6. TREND 1: WOMEN ARE MORE SOCIALLY ACTIVE THAN MEN
  • 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
  • 21. Our research supports other interesting findings...
  • 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