Guys Just Want to Have FunKeys to Targeting Men on
Social#smwguys
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Pat KopischkieVP, Account Management
@hyconnect@patrickkop
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Greg KirkorskyEVP, Global Sales & Marketing
@statsbiznews
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“Women control 80% of purchasing power in the U.S.”
“Women control 80% of purchasing power in the U.S.”
- according to ???
WSJ Who Makes the Call 4.23.11
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Spending Power
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Men lead in home repair, lawn and garden, autos, tech.
Studies indicate co-management of finances and purchase decisions.
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Study: Women Love Social Media More than Men.
Women Dominate Every Social Channel, Except One.
Who Runs the (social media) World? Girls.
“Social media isn’t for men.”
Women do outpace men on social, but not by much.
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30% 26%
Percent of US adults logging onto social media several times per day.W
om
en
Men
Pew Research Fall of 2013, Jan 2014
There are even channels where men match or outpace women.
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Wom
en
Men
Pew Research Fall of 2013, Jan 2014
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Myth of the lonely cowboy.
Men Are Getting More Vocal – Socially and as Consumers.
67% want to be more open about personal matters such as relationships and health.
8 out of 10 will ask a friend where they got a shirt if they like it.
67% enjoy shopping for their household.
More than half will ask advice from friends and family about products.
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- Ketchum Marketing to Men
- Defy Media Acumen Report
The 4 Keys to Targeting Men on Social Media
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G U Y S
Keys to Targeting Men on Social
#1 - Gags
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Follow Brands on Social Media for Deals
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71%18%
Why Humor WorksMen want entertainment and they are more responsive to one-liners and slapstick versus narrative.
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Case Study: Dollar Shave Club
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YouTube “ad” racked up 5+ million views and tens of thousands of sign-ups in first two weeks of launch thanks to shares on social media, now 15+ million.
CEO Michael Dubin took comedy classes, felt if he could get people to laugh, his business had a chance.
Case Study: Kmart Ship My Pants
I can ship my pants?!
• 20 million+ views.
• Despite some negative feedback, it received 1 share for every 9 views.
• Followed up with Big Gas Savings.
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Case Study: PlayStation How to Share
• :20 humorous video taking a dig at rival Xbox who had just announced restrictions on sharing game discs with friends.
• Cheap, quick production. Huge results.
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#1 - Gags#2 - Ultimate
Keys to Targeting Men on Social
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What content can your brand offer that helps or rewards guys for being the ultimate – better, smarter, stronger.
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Guys are Driven to Excel…
According to Starcom, the #1 reason men consume media is to “Prepare for battle”
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…and Guys Love to Compete
• Lego polled 2,000 parents in 2012.
• Found dads are far more likely than moms to go all out to win board games with kids.
• Surprises no one.
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Case Study: Dos Equis Most Interesting Man in the World• Insight came from
wanting a character men could aspire to.
• Sales soared when campaign went national, more than doubling 2009-2011.
• Significant social media engagement.
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I don’t always drink beer, but when I do, it’s Dos Equis.
Case Study: Heineken Star Player
• An app that allowed Premier League fans to engage with matches real-time. Rewarded them for calling plays correctly.
• 80 million impressions worldwide. Average app use – 1 hour.
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Case Study: Castrol Trump Card• User attempts to win all of his
opponent’s cards as they race the clock.
• Awarded points at the end of each round for the speed at which they dismantled their opponent.
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Case Study: Allstate NCAA Men’s Basketball Bracket Predictor
• Fans selected any two teams and would get the probability of the matchup to improve their bracket.
• Designated selections as “Mayhem Matchups” any time there was a high possibility for a close game or upset.
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Growth of High Stakes Fantasy Leagues
• The National Fantasy Championship - for baseball, football and basketball.
• Pits die hard fantasy contestants against each other. Entry fees up to $10,000.
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Keys to Targeting Men on Social
#1 - Gags#2 - Ultimate#3 - YouTube
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Make Your Content Visual
• The average adult attention span in 2-8 seconds.
• Visuals are processed 60,000x faster than text.
• The highest performing social posts are visual.
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SocialBakers - of the top performing posts on Facebook, 93% had a photo.
Only 2% of the top
5,000 channels are from brands.
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- Touchstorm
Case Study: GoPro Be a Hero• 4 YouTube channels, high
engagement with comments, likes, shares.
• Partnerships with Shaun White and Kelly Slater for content.
• Feature fan videos and photos of the day.
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Case Study: Lowe’s Fix in Six• Small budget, big
engagement.
• 3K+ Vine shares.
• 15K+ Facebook engagements.
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Case Study: Old Spice• Real-time videos to fans and
celebrities.
• Views reached 40 million in one week, more than watched Obama’s victory speech.
• Sales up 27% year over year, now the #1 body wash brand for men.
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Keys to Targeting Men on Social
#1 - Gags#2 - Ultimate#3 - YouTube#4 - Sports
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Men over index in viewership of all major sports.
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Wom
en
Men
Nielsen 2013
Social Media is the New Water Cooler.
Sports account for just 1% of TV programming, but 50% of Tweets about television.
The average fan consumes 7.6 hours of sports each week, increasingly online.
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Attaching Your Brand to Sports
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Official league sponsor.
Attaching Your Brand to Sports
Contract with individual athlete.
Attaching Your Brand to Sports
Content hijack.
Case Study: Power of Facial Hair
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• Objective: Generate publicity and engagement for Wahl Trimmers among male audience.
• Approach: Use light-hearted MLB All-Star Game to prove pro athletes with facial hair perform better.
Results• Clever research served
up in bite-sized pieces hijacked headlines, generating 1,500+ editorial placements.
• More than 8 million social media impressions.
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A few paid tweets negotiated directly with agents.
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Social Reach: 2,180,082
Social Reach: 214,164
Social Reach: 143,328
Case Study: Budweiser Red Lights
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Keys to Targeting Men on Social
#1 - Gags#2 - Ultimate#3 - YouTube#4 - Sports
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Q & A
#smwguys 46
