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presented at Blogworld Expo Oct 09
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Stimulating Conversations with women in
the social mediasphere
Who?
What?
Why?
How?
Social Media is intimate...
Conversation
Social Media is about friendships and
relationships...
Real Ones.
Women use social media for...
ConnectionCommunityCreativityConvenience
Social Media is...
Empowering the Consumer
Aug 09 survey of1,000 women
by Q Interactive onCoolSavings.com
75% of women surveyed said they were...
more active in social media than they were a year ago
Aug 2009 - Q Interactive
64% didn’t care whether a brand was present in social
networks or not
Aug 2009 - Q Interactive
?
Surveyed on a coupon siteLooking for coupons from brands
54% visit social networking sites
at least once a day
Aug 2009 - Q Interactive
75% said that their use of social nets did “not really”
affect their purchase decisions or did “not at all” influence their
buying. Aug 2009 - Q Interactive
?10 years ago, we saw similar statsabout women not caring if brandshad...
...web sites.
!
early adopters
early mass
later adopters
later mass
the rest
The Web Social Media
{ }1995/1996 2008/2009
1997
1998
2000
2010
2011
2012
early adopters
early mass
later adopters
later mass
the rest
}web coupon clippers
} bloggers
podcasters
social networkers
emailers
2008/2009
2010
2011
2012
May 2009social media survey by
BlogHer, iVillage & Compass Partners
surveyed...
2,821 women in the general U.S. population
1,008 women from the BlogHer network
788 women in the iVillage network
May 2009 - BlogHer, iVillage & Compass Partners
42 million women in the United States participate in social media at least weekly.
May 2009 - BlogHer, iVillage & Compass Partners
31.5 million - Social Networks23 million - Blogs16.8 million - Message boards6.7 million - Twitter
May 2009 - BlogHer, iVillage & Compass Partners
Maximum reach: social networks
Widest influence: blogs
May 2009 - BlogHer, iVillage & Compass Partners
79% of female social network users who responded considered researching products and services and 64% finding deals and discounts important.
Spring 2009 - ShesConnected
“Consumers surveyed about their reliance on social networks for purchase decisions may not be thinking of the constant stream of product-related information they share with their networks on a daily basis.”Debra Aho Williamson, eMarkter senior analyst
eMarketer.com - Sept. 17, 2009Are Women Really Ignoring Social Network
Marketing?
Where do women share?
Top 5 Social Networks (Jan 09)monthly visits:
1. Facebook 1,191,373,3392. MySpace 810,153,5353. Twitter 54,218,7314. Flixter 53,389,9745. LinkedIn 42,744,438
Jan 2009, compete.com
Facebook users are 45% male,55% female.
Jan 2009, iStrategyLabs.com
The fastest growing segment on Facebook...
Women over 55
Jan 2009, iStrategyLabs.com
Twitterers are 47% male,53% female.
Mar 2009, quantcast
MySpace users are 42% male,58% female.
Mar 2009, quantcast
How do you engage in conversations with women
through social media?
Listen
Ask
Engage
Respond
R-E-S-P-E-C-T
FAIL!
Social Media misperceptions
1. Viral is a strategy.2. I can control it.3. I can buy Friends.4. Bought Friends will listen.5. I can just buy an ad.6. I should put all my eggs in SM.
Why you might FAIL1. Pick wrong segment2. Pick wrong channels3. Pick wrong message4. Pick wrong actions
It is not a campaign
It is a commitment
Demographicssuck
Women don’t use social media based on clear cut
demographics
6262divorcedivorce
ddno kidsno kids 3232
singlesingle1 cat1 cat
2626marriedmarried3 kids3 kids
3333marriedmarriedinfertileinfertile
2828partnerepartnere
dd1 kid1 kid
4545marriemarrie
dd2 kids2 kids
4141marriedmarriedadoptinadoptin
gg5555
widowewidowedd
2 dogs2 dogs
entrepreneentrepreneurur
work at work at home momhome mom
travelertraveler
job huntingjob hunting
SNARKYSNARKY
ReligiouReligiouss
bloggerblogger
teacherteacher
housewhousewifeife
Social Media is...
HERS
Aliza ShermanConversify
AnchorageMinneapolis
DenverUK
twitter.com/alizashermanfacebook.com/alizashermanlinkedin.com/in/alizasherman
