reaching women thru social media

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

www.conversify.netaliza@conversify.net

twitter.com/alizashermanfacebook.com/alizashermanlinkedin.com/in/alizasherman