Embed Size (px)
DESCRIPTION
Successfully Marketing to Women in the New Media Age Stop preaching to the choir and start reaching new audiences by learning how to tap into new and traditional media to connect with women - fostering riders, advocates, and leaders. Full Description: Social media is here to stay, and offers some of the most cost effective ways to engage and connect with very broad audiences -- and yet it's still very much a mystery to many in bike advocacy, especially when it comes to successfully engaging women and youth. Participants will learn how the panelists individually, and collectively, are utilizing both new and traditional media tools to connect with women to become riders, advocates and leaders from specific case studies and the Pro Walk/Pro Bike: Pro Place debut of the upcoming Women Bike report on Marketing to Women. Learning Objectives: Participants will learn how to use the tools of social media Participants will learn how to create a social media strategy Participants will learn how to create an effective marketing strategy Participants will learn how to create an effective media placement strategy Presenter(s) Presenter: Melissa Balmer Women on Bikes California/Pedal Love Co-Presenter: Elly Blue Elly Blue Publishing Co-Presenter: Barb Chamberlain Washington Bikes Co-Presenter: Carolyn Szczepanski League of American Bicyclists
Citation preview
Messaging Biking to Women
Photo by Martha Williams
Women Bike aims to change the face of bicycling by creating pathways for women of all backgrounds to embrace bicycling and participate as riders, advocates and leaders
Women on a Roll
First Women Bike report Compiles more than 100 data points Identifies barriers and opportunities to get more women riding
» Comfort » Convenience
» Confidence
» Consumer products
» Community
» 5 Cs to More Women Riding…
Myth: Women are a homogeneous group
WOMEN BIKEChanging the face of bicycling by getting more women on bikes
and participating as riders, advocates and leaders
Myth: Women aren’t interested in biking
Myth: Women aren’t concerned about biking as a community issue
Myth: Women don’t commute by bike
Myth: Women don’t ride as much as men
Myth: Women are the minority
Myth: Women are a homogeneous group
WOMEN BIKEChanging the face of bicycling by getting more women on bikes
and participating as riders, advocates and leaders
Myth: Women aren’t engaged in advocacy
Myth: Women aren’t the next generation of bicycling leaders
Women in two-worker households make TWICE as many trips to drop off and pick up children as menWomen on a Roll: bikeleague.org/womenbike
Myth: Women bicyclists are no different than men
Myth: Women are a niche consumer segment
Myth: Gender parity isn’t possible
Netherlands = 55% women
Myth: Gender parity isn’t possible
Myth: Women are a homogeneous group
WOMEN BIKEChanging the face of bicycling by getting more women on bikes
and participating as riders, advocates and leaders
Tell STORIES
Be VISUAL
It’s NOT about the bike, or the ride, or the cycle track, or the law, or the trail, or the bike plan, or the education class…
What are we REALLY selling?
It’s NOT about the bike, or the ride, or the cycle track, or the law, or the trail, or the bike plan…
Messaging
3/4 of women online use social media 72% of online women use Facebook (62% of men) Female bicyclists are more likely than male cyclists to have a Facebook (85% vs 64%) and Twitter (34% vs 24%) account
Women are more active on
Pintrest and Instagram
Pintrest: 25% of online women Instagram: 15% of online women
Word of mouth: 67% of women follow up when sent a news item by a friend or family Women are 56% more likely than men to share or like what others post on social media
Women Bike Subscribe to our E-news bikeleague.org/womenbike Join our community facebook.com/womenbike @womenbike | #womenbike Save the date National Women’s Bicycling Forum March 10, 2015 Contact [email protected]
