Social Media/Digital Communications Proposal For
“The Millionaire Mystique”
By: Jude Miller Burke
Developed by Pace Public Relations Bess Donoghue, Chang Gao, Nick Kap, Wen Liang, Annie Scranton
December 3, 2014
© 2014, Pace Public Relations, All rights reserved.
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Table of Contents Campaign Overview………………………………………………………………………..……1 Research………………………………………………………………………………………..…1 Goals and Objectives……………………………………………………………………….……6 Audience Profile……………………………………………………………………………….…8 Monitoring and Tracking Conversation………………………………………………..………8 Channel Strategy and Purpose………………………………………………………..………12 Message Content and Strategy…………………………………………………………..……17 Engagement Strategy……………………………………………………………………..……20 Measurement Strategy………………………………………………………………………….22 Conclusion………………………………………………………………………………..….….26 Appendix……………………………………………………………..………………………….27
Campaign Overview This social media campaign is for The Millionaire Mystique, by Jude Miller Burke. The
campaign is titled “The Female Millionaire,” to support the topic covered in the book, the
possibilities for women to become leaders and millionaires. This report will offer research, goals
and objectives, audience profiles, channel/message/engagement/measurement strategies and
more for a successful and engaging digital outreach campaign. Throughout this campaign, Pace
Public Relations hopes to not only encourage higher sales of the book, but also promote the sale
of The Millionaire Mystique by developing relationships with female online influencers,
bloggers, students, leaders, and even millionaires in the digital space.
Research
ABOUT THE BOOK
The Millionaire Mystique, by Dr. Jude Miller Burke, is based on a unique three-year
study of nearly 200 self-made millionaires. A self-help guide, The Millionaire Mystique instructs
the reader on how they can better themselves and become successful. It uses specific examples
and thorough research to illustrate and support its claims. It addresses five personality traits that
predict successful work and leadership styles and key self-management techniques to balancing a
healthy work and familial life and some of the obstacles many women face.
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ABOUT THE AUTHOR
Dr. Jude Miller Burke is a business psychologist, executive coach and self-made
millionaire. She earned her M.A. and a Ph.D. in Organizational Systems as well as a second
M.A. in Counseling Psychology. She has extensive corporate experience in management and
leadership and provides executive coaching in business and management at Fortune 100
companies.
TARGET AUDIENCES
The Millionaire Mystique was written for career minded women (or men) of any sort and
makes no distinction between levels of success. It is equally valuable to those who have taken
time off to raise a family, have switched career paths, have recently relocated or experienced
financial and/or other setbacks. Following a survey of potential audiences, Pace Public Relations
learned more about the target audiences for this book.
• Industries with a receptive audience to our book’s message: Our survey overwhelmingly found the political and financial services industries to be most likely
to be receptive to our message. They also indicated the sports and computer science industries
may host a number of people who would also benefit from our message.
• Issues important to our audience: The three most important issues were: maintaining a healthy work/life balance, overcoming
prejudice and dealing with unequal workplace challenges.
• How our audience chooses what they read: Most of our readers tend to choose which book(s) the read after browsing in a bookstore, based
off suggestions by their peers or by looking though the “similar books” sections of online
bookstores, such as Amazon, after having bought or read a book they previously enjoyed.
63% after browsing in a bookstore, Academic or peer Suggestions, look for “similar books”
online.
COMPETITION RESEARCH
Competition with The Millionaire Mystique are other self-help books, such as
GIRLBOSS, by Sophia Amoruso; The 7 Habits of Highly Effective People: Powerful Lessons in
Personal Change, by Stephen R. Covey; The Millionaire Next Door: The Surprising Secrets of
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America's Wealthy Paperback, by Thomas J. Stanley; as well as Think and Grow Rich, by
Napoleon Hill. Organizations which promote misogynistic beliefs and opinions about women
and the workplace, such as the American Family Association (AFA), are also obstacles whose
influence must be overcome.
While different competitors target different Age groups, #GRILBOSS seems to be our
biggest competitor on social media. After getting published in May it appears they ran a short
promotional campaign during which time their activity was significant. Our other competitors
social media activity is either non-existent or marginal and leaves the environment open to our
messages.
POTENTIAL INFLUENCERS
A list of influencers we should reach out to who are aligned with the book’s message and
would support our book, generating increased coverage and sales.
Individuals who could serve multiple purposes:
• Gloria Steinem • Oprah Winfrey • Meg Whitman
• Hillary Clinton • Nancy Keenan • Tory Burch
• Kirsten Gillibrand • Jenna Goudreau • Emma Watson
• Sheryl Sandberg • Marissa Mayer
Blogs/Bloggers:
• Thoughtcatalog.com • Thedcladies.com • Aprettypennyblog.com
• Earlytorise.com • Under30ceo.com • Dailykos.com
• Thewip.net • Wowowow.com • Theworkathomewoman.com
• Nataliesnapp.com • Empowher.com • Womenonbusiness.com
• Shetakesontheworld.com
CURRENT STATE OF SOCIAL MEDIA
The Millionaire Mystique as well as author, Jude Miller Burke has very little social media
presence. While she currently operates a Twitter feed, Facebook and LinkedIn profiles, and a
blog, these feeds are not updated often, and simply share information, rather than increase
engagement with Burke’s followers. In order to create a larger online following, Burke will need
to increase her participation in the digital world. In order to provide some perspective, Pace ! 4
Public Relations has created a S.W.O.T. analysis of Jude Miller’s Burke current state of media in
order to provide a sense of her strengths, weaknesses, opportunities, and threats prior to this
campaign.
One strength for Burke is her already established presence on social media. While many
are still hesitant about social media and prefer traditional forms of marketing/advertising, Burke
has embraced this new form of communication. It shows an eagerness to learn new concepts, and
she has already put her self ahead by just having launched the various feeds and profiles. Another
strength is in regards to the content of her book, which has potential for creating unique,
engaging posts. The topic of female wealth and women millionaires will be able to reach
potential influencers, and establish a lot of relationships leading to brand champions.
One weakness is the lack of consistency with all of Burke’s posts. She is not actively
engaging her followers, and the content of her posts are weak. Burke is also driving followers to
a website with a blog that has not been updated in the last year. It will be necessary for Burke
moving forward to make a commitment to all of her digital outreach opportunities.
Jude Miller Burke and The Millionaire Mystique have a lot of opportunities in store for
them. One opportunity is that she is targeting an audience that is very active on social media, so
once she does starting making regular posts, she will have a very positive and engaging response
from followers. She also has the potential to establish a lot of relationships in the digital world
with important influencers including female millionaires or other successful women. She can
also reach important groups such as online book clubs, where she can have the opportunity to
promote her book and have discussions about the topic. Finally, by using social media, she will
be able to take advantage of beneficial monitoring/measuring tools to learn what content is most
well-received. Based on the statistics from these metric tools, Burke will be able to cater her
content towards her fans.
Currently, her largest threat is the quick rate at which social media moves, and her lack of
timely response. The world of social media changes daily, and in order to engage followers, a
move active commitment on these platforms will be necessary. Additionally, she has competition
that currently embraces the opportunities of social media more. However, on the flip side, by
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taking a more active approach to social media, she will be able to track her competition and
understand how they are posting and sharing content differently.
Overall, Pace Public Relations would like to recommend an entirely new launch of Jude
Miller’s Burke’s social media presence, while also introducing her new book, The Millionaire
Mystique. While incorporating basic elements of what was initially in Burke’s previous social
media profiles and feeds, PPR would like to create a digital presence that is more consistent, with
specific goals, an idea of what audiences we would like to target, strategies and tactics for the the
content of the messages, as well as engaging the followers, and finally measure how this new
activity on social media platforms is performing. All of this combined will allow Jude Miller
Burke and The Millionaire Mystique a very strong presence in the new social media world, and
having a strong voice in the digital conversation.
Goals and Objectives
GOAL 1: SALES
The goal of this Social Media Public Relations campaign is to help the author, Jude
Miller Burke, achieve sales. Any and all social outreach conducted from Pace Public Relations
has this goal in mind. We hope that 10% of book sales can be attributed to social media outreach
and this will be our clearing house for quantifying the effectiveness of our work.
GOAL 2: RAISE AWARENESS
Another key goal of our Social Media campaign is to raise awareness amongst women,
our key demographic. PPR is aiming to reach critical masses through interacting with key
women’s groups and organizations, by both promoting Jude’s book, but also by promoting key,
like-minded messages from within our key demographic.
PPR will quantify the effectiveness of this goal by targeting 15 key women’s
organizations and coming up with a strategy on effective ways to target these groups. We will
aim to develop a relationship with these groups all in the hopes that they will then begin to send
our message out to their key social media channels.
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GOAL 3: NEW FOLLOWERS AND RELATIONSHIPS
Another key goal of this campaign is to gain new followers on social media. We hope to
gain a following of 25 new followers per week and will quantify success by actual numbers but
also if the followers are users in our key demo: women from 22-40, who are career-minded.
Additionally, we hope to develop relationships with potential influencers who can become brand
champions for The Millionaire Mystique.
GOAL 4: MEDIA MENTIONS
PPR will also try to achieve blog & website mentions for The Millionaire Mystique. By
interacting with journalists on social media, PPR will supplement traditional outreach to
journalists (typically done via email). Additionally, PPR will identify the top 20 journalists who
write on the topic of women & business and begin authentic engagement with these reporters on
stories they write.
GOAL 5: REACH KEY BUSINESS OWNERS & INSTITUTIONS
We also have the goal of reaching key business owners & institutions. If PPR can
position The Millionaire Mystique as a critical book for business owners & employees within
major finance corporations, we will automatically reach large sales & the critical masses. Our
goal is to have HR divisions within major companies refer this book as recommended reading for
all employees.
GOAL 6: IDENTIFY TRENDING, RELEVANT TOPICS
Jude Miller Burke should also lean on Pace PR to identify trending topics on Twitter,
Facebook & Instagram that The Millionaire Mystique should become engaged with. Examples
include Dove’s Real Beauty Campaign or Emma Watson’s #HeForShe campaign through the
United Nations.
GOAL 7: CREATING MEANINGFUL ENGAGEMENT WITH USERS
Another goal, as with any social media campaign, is to create an engagement on all social
media platforms. By creating a true and meaningful engagement with users, sales and awareness
happen more easily. From small blogs, to major websites & newspapers, to individuals, to large
corporations – we want to make “The Millionaire Mystique” a known entity in our key demo.
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PPR will quantify the success of reaching these goals through calculating new followers,
the influence ranking of the followers and number of tweets from our team and from others we
interact with. It is our goal to have one post per day on Facebook & Instagram and at least five
per day on Twitter.
Audience Profile The audience for The Millionaire Mystique is career-minded women, ages 22-40. While
this book does have mass, critical appeal, this is our key demo. PPR will need to identify key
influencers who fit this demo on all social media platforms and begin implementing our goals for
each and every user identified.
PPR will also try to reach the critical masses by creating a meaningful dialogue with the
editors and reporters from websites, blogs, newspapers & magazines that our key demo is
reading. PPR will connect with the best-suited journalists from each of these outlets via social
media, supplementing traditional media outreach. Outlets include: Marie Claire, Huffington Post,
Cosmopolitan, The New York Times.
Our key demo will also be following organizations that cater to working, professional
women ages 22-40. Some examples of these groups include The Junior League, Step-Up
Network and Young Professional Organizations.
Another key audience profile are Human Resources executives. PPR believes that HR
departments would like to have this book on hand as recommended readings for many
businesses.
Another key audience profile is the career development offices at colleges & universities.
Though this demo skews a little younger than our key audience, we feel the wide reach of major
colleges and universities will automatically help to raise awareness for The Millionaire Mystique.
Monitoring and Tracking ConversationsBefore conducting strategy and tactics, we must know our audiences’ interests and the
current topics regarding female millionaires within traditional and social media. To monitor the
conversations, Pace Public Relations will use specific tracking tools. Since there are so many key
words and trending topics about female millionaires, we need to find the right combination and
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expression that receive the most exposure on social media. Sometimes only one expression got
the exposure while other expressions with the same meaning may not generate such coverage.
Based on this understanding, we chose several monitoring tools to keep an eye on conversations
about female millionaires in different platforms. We listed five key words to see the differences
of various key word combinations. The exact functions of those platforms are listed below.
PRINT/TRADITIONAL MEDIA - SYSOMOS (Print/Traditional media)
We used Sysomos to monitor the conversation on traditional media about women
millionaire to see people’s interests.
TWEETS – TOPSY, TWEETREACH, SYSOMOS
Twitter’s role in the social media world cannot be understated. This tool is a free platform
with huge influence. Pace Public Relations analyzed Tweets with words, links, photos, and even
videos, to find out the key words and trending topics on Twitter in the last thirty days.
Sentiment Key words Buzz
Women
career
100%
PositiveParental, workforce, flexibility, policies
Childcare, flexibility,
workforce, advance
Women
millionaire93% Positive
Positive: love, life, age, success, family
Negative: violence, drugs, assaults, NFLVote, democratic
Female
millionaire97% Positive
Positive: happy, emotional, time, career,
free business
Negative: Prison, violent, kill, beat
Madame, walker,
Female
career90% Positive
Positive: business, time, support
Negative: incident, assault, victim,
lawsuit
Horner, awarded,
mentor, leader
Women entrepreneur
96% PositivePositive:
Negative: devastating, smoking, illness
Founder, recognized,
CEO, busy
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BLOGS – SOCIAL MENTION, SYSOMOS
Sentiment
Reach
accounts)
Top Contributors Key words Hashtags
Women
career
25605 Tweets
71% Positive
1,630,324 @HarvardBiz
@projecteve1
Advises,
Tips,
Tamily,
Changing,
Male
#career
#women
#marketing
#entrepreneur
Women
millionaire
736 Tweets
49% Positive69,620 @ChelseaClinton
@pattistanger
Beautiful,
Enterprise,
Wealth,
Male
#millionaire
#women
#money
Female
millionaire
856 Tweets
52% Positive78,069 Too little buzz
Black,
America,
Googlefac,
Millionaire
#history
#feminism
#oprah
Female career2245 Tweets
67% Positive139,265
@Samsamum @everywomanU
K
Students,
Advice,
Leadership
CEO
#career
#leadership
#leo
#supercharge
yourcareer
Women
entrepreneur
2683 Tweets
76% Positive40,270
@WomenInBizRock
@EntMagazine @FamousBlogge
rs @VeroCool
@moolahoop
Coaching
Listen
Forward
Successful
#Women
#coaching
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Using Social Mention and Sysomos, we can also focus on the trending topics and key
words inside the blog world. Blogs are a more serious digital platform that convey deep thoughts
about issues. This tool can help us know some more extensive thoughts (and ideas beyond 140
characters) about women millionaires.
FACEBOOK FAN PAGE (UN WOMEN) – SIMPLY MEASURED
Since Facebook is still the largest and most famous social media platform, we also want
to know the conversations about our product on this platform. There is currently no Facebook
page for the new book The Millionaire Mystique; I chose a Facebook page with the same topic,
which provides opportunities to help women succeed called UN Women. We used simply
measured and Sysomos to monitor the engagement of the page in the last 11 days as a guide as to
how Pace Public Relations can operate a successful page for The Millionaire Mystique.
There are also other Facebook pages about women millionaires, like the “Conversations with
Female Millionaires,” “Women’s Millionaire Club.” These two Facebook pages are also for the
purpose to promote a book about women millionaires, but there were few engagements on those
pages, so we kept a focus on pages that support female empowerment. The low engagement on
SentimentAudience’s
ageKey words Industry distribution
Women
career100% Positive 21-35(36%)
Career
women
basketball
Cosby
Education (22%)
Communication, media (8.8%)
Accounting (9.7%)
Non-profit (8.8%)
Women
millionaire100% Positive 21-35(50%)
Lydia
millionaire
women
Education (50%)
Publishing (16.6%)
Communication, media(16.6%)
Sports(16.6%)
Female career 87% Positive 21-35(42.8%)Women
millionaire
Communication, media(14.4%)
Arts(11.5%)
Education(10.1%)
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these two Facebook pages shows it is not easy to catch the eyes of customers for a book like the
Millionaire Mystique, but we have the possibility to do better than other similar books with the
use of more social media platforms and novel communication strategies.
KEYWORDS AND TRENDING TOPICS
Based on the research and analysis of the related conversations, we found several key
words that may get the most exposure and attract most people in media. When we start to
conduct our social media strategy and tactics, we will use some of those key words and trending
topics to generate more buzz on The Millionaire Mystique.
• Women career
• Women millionaire
• Women entrepreneur
• Tips for young women to be success
• Working conditions for women, like balance between family and career, women’s
happiness, and gender differentiation.
• Hashtags to use: #women #WomenEnterpreneur #career #leadership #coaching
Channel Strategy and Purpose After knowing the right trends about women millionaires in social media, we need to find
out where to participate in hundreds of social media platforms to get the maximum engagement
with minimum efforts.
Twitter is the fourth most popular social media platform, with a participation of 18% of
American adults offering a very high engagement compared to other platforms. We want to use
Twitter to get young working women and female students to engage in our conversation about
Fans Sentiment Key words Posts Likes Comments Replies
UN Women 359,736 91% Positive
Feminism
Gender
Violence
178 18,110 315 3
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how to succeed in career and how to become millionaire. The update of information on Twitter is
so fast that top hashtags yesterday will be replaced by latest events. Pace Public Relations will
keep information updated, give out new information and activities related to the latest trends and
keep monitoring the response of our audience. Twitter is also important for us to reach
influencers with the most authority. The most valuable influencers on twitter about women
millionaire are listed below. Pace Public Relations will make it a priority to develop relationships
with these influencers and become branch champions for each other.
Although hundreds of new social media platforms continue to emerge, Facebook is still
the top social media platform with 1.19 billion users globally. Based on the fact that 73% of
adults in America use Facebook, it is necessary the campaign uses this tool to increase awareness
of the book The Millionaire Mystique. First, we will build a Facebook page called The
Account Reach
Followers
Average
Authority
High authoritative
followersTheme
@WomenInBizRock1592 Followers
127,439 Reach6.6(1-10)
@hootsuite @2morrowknight @Addictd2Success
Organization
Women
Entrepreneur
Nurture
@mombizcoach25,812 Followers
67,961 Reach8(1-10)
@AnthonyGemma @Parenting @drjoyce_knudsen
Coach
Mom
Marketing
@EntMagazine942,978 Followers
100,247 Reach3.1(1-10)
@thekiranbedi @AmyJoMartin @JJRENDON
Inspiring
entrepreneur
@Inc
1,062,516
Followers
803,760 Reach
3.2(1-10)@BarackObama @TheEllenShow @IvankaTrump
Start business
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Millionaire Mystique with an introduction of the author Jude Miller Burke as well as her book.
On the page, we will post interesting facts about women millionaires and give the purchase link
about the book, and other engaging posts. Based on research from Wishpond , to get more 1
engagement on Facebook page, we will use fewer words in posts, include pictures to show visual
attractiveness, or use question posts to generate buzz. Facebook will also provider numerous
opportunities to improve relationships with influencers, and to give, but also take for each other’s
campaigns.
WEBSITE
The existing website about The Millionaire Mystique currently gives accurate and
important information about the content of the book and the author. What we need to do in the
next step is to monitor the analytics of the website and also keep updated information to attract
more people. Furthermore, we can share the link of the website on Twitter, Facebook, LinkedIn
and other platforms to take full advantage of the owned media. On the homepage of the website,
we will provide the link to Amazon and other online stores where customers can buy our book.
Instagram is developing fast as the fifth most popular platforms with 43% of mobile
phone users among 18-29 year olds, so it will be important to take advantage of this tool. Young
female users are the targeted audience of our social media plan. Uploading creative photos is the
distinguishing part of Instagram. Pace Public Relations will help to improve the quality of our
photos and make our ideas about female millionaires interesting, cool and engaging. The
contents we convey on Instagram will not be that serious. The priority is to make the topic about
women millionaire and success visually attractive to people is the priority. Again, we can engage
with influencers and building relationships by liking, commenting, and sharing the photos of
potential influencers and maybe even promoting photos with those we want to build a
relationship with for the sake of the campaigns.
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The unique point in the demographic of Pinterest is that 84% of its users are female.
Based on Wishpond, 70% of Pinterest users use the platform as a way to find interesting thing
that they can purchase. Based on those characteristics, Pinterest is the perfect platform for us to
sell more books. One pin can drive two website visits and six page views. Pins can influence
longer than posts on other platforms because the pin will come out once it matches the search.
LinkedIn is a more serious social media platform with the oldest users (79% of its users
are over 35 years old). On LinkedIn, people focus more on job hunting and networking. Since
LinkedIn emphases on the more serious career life, it matches the topic of our book. On Dr. Jude
Miller Burke’s LinkedIn profile, she already has a specific introduction about her book and her
working experience, but needs more engagement to increase awareness, like posting on LinkedIn
Pulse, build a LinkedIn group to discuss women’s success. There are some influencers on
LinkedIn that we can build relationships with to help us promote the book.
Reach Job Why connecting Other platforms
Lindsey Pollak
500+
Consulting,
coaching for
CEO,
employee,
organization
She wrote book called
“Becoming the Boss”
talking about tips to
success
Twitter: @lindseypollak
Blog: http://
www.lindseypollak.com/blog/
Andrea R. Nierenberg
500+
CEO of
Nierenberg
Consulting
Group
She focuses on training
and wrote a book about
networking for college
student
Twitter: @anierenberg
Fcebook:
https://www.facebook.com/
andrea.nierenberg
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BLOG
Dr. Jude Miller Burke has a blog with two posts and has not updated since April 2013, in
order to consistently engage and drive awareness, Pace Public Relations will help Burke continue
to update the blog with new posts and engaging information. Most importantly, building
relationships with influential bloggers to receive more third party endorsement is the main
purpose of using blog. The influencers are listed below.
Women
2.0(open
group)
37,31
7
Connecting,
inspiring
women
This group reaches lots
people. We can
generate discussion on
it, like the latest one
about what book
influence women the
most
Website: http://women2.com
Twitter: @women2
Facebook: https://
www.facebook.com/Women2
URL Content Other platforms to reach
Deliberate Readerhttp://
deliberatereader.com
About parenting,
kids and life books
Facebook: The Deliberate
Reader
Twitter: @SheilaRCraig
Pinterest: Sheila Craig
Role Mommy
http://
www.rolemommy.co
m
A blog build by a
community for busy
mom to carry on with
their own dream
Twitter: @rolemommy
Facebook: Role Mommy
Youtube: Moms of
reinvention
Ms Career Girl
http://
www.mscareergirl.co
m
A blog to give career
tips for young
women
Twitter: @MsCareerGirl
Facebook: Ms. Career Girl
Pinterest: Ms. Career Girl
Instagram: mscareergirl
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The purpose of using these platforms is to get more exposure of the book and thus
generate more sales of the book, as well as engage with influencers who can help promote the
idea of the female millionaire. On Facebook, Twitter, and LinkedIn, the priority is to increase
awareness, while on Instagram, Pinterest, Blog, the focus is on selling more products, all the
while building relationships with influencers and becoming brand champions on various social
media platforms. Our key messages and social media tactics are all based on the unique
characters of different platforms to help us better engage in the digital conversation.
Message Content and Strategy
KEY MESSAGE CONTENT
• Women today want more than just a family, they want the opportunity to fulfill career
dream, and earn equal pay with the possibility of becoming millionaires.
• Young women or housewives should be educated and inspired as early as possible by
reading “In The Millionaire Mystique ” in order to pursue their dreams
• Women who have earned power can also provide incredible insights and compelling
stories of these self-made women millionaires.
MESSAGE STRATEGIES
Our campaign will consist of the three following strategies and multiple tactics to raise
awareness about the book “The Millionaire Mystique” among our target audiences. • Social Media Strategy
• Educational Strategy
• Traditional Strategy
MESSAGE STRATEGY 1 – SOCIAL MEDIA
The social media strategy needs to be established and in place prior to the launch of any other
strategy. Throughout the promotion, social media will be used to update, inform, engage and
share information, events, pictures, videos and other items that will continue to keep our
audience, media and allies aware of the author and the book “The Millionaire Mystique.” The
goals of this strategy are to:
Tactics:
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• Set up social media platforms before launch of the actual campaign to reach audiences.
• Identify and reach out to target audiences who are eager to be successful.
• Engage target audience to better understand the concepts and insights from the author and
her book.
• Create digital relationships with influencers on social media platforms.
• Establish social media presence on
o Facebook, Twitter, YouTube and Instagram
o Monitor conversation on social media platform
o Use tools like HootSuite to schedule and engage social media posts on multiple
platforms and to invite target audience to “LIKE”, “JOIN” and “FOLLOW” us
o YouTube informational videos will run through the campaign
▪ Videos will be 5 minutes and produced every week
▪ Videos will feature the story telling of the author own successful experience
and also the thoughts from diverse readers in different career
• Use social media platforms to engage with other influencers and feeds that promote the
idea of women wealth.
o Start in the “Giver” mode of a relationship by promoting the posts of other
authors of successful female millionaires or leaders.
o Eventually become brand champions for each other, and trust this influencer to
promote the efforts of Pace Public Relations and vice versa.
MESSAGE STRATEGY 2 – EDUCATIONAL OUTREACH
The educational strategy will focus on building relationship with community leaders and
women’s organization and schools. By addressing the concept of wealth and possibilities for
woman, our target audience will be educated and inspired by the author and book in multiple
ways.
Tactics:
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• Building face-to-face and digital relationships with community members and young
adults in school, the author will start to influencing their opinions on females in the
workforce by telling her own successful story
• Aligning with women rights leader or successful business women like blog influencers,
politicians and journalist to launch a TV interview or radio show, talk about their own
stories to encourage young adults and housewives.
• Our target audiences are likely to share such events on social media platforms, continuing
to generate discussion and followers.
• Schedule meetings and presentations with schools, using digital technology such as
Google Video chats.
• Attend conventions and events; create events and conventions whether information can
be live-tweeted or reported for the availability of all consumers.
• Plan educational activities and presentation nationally for a wide range of schools.
• Make interview with women right leaders or successful business women available
whether in print or video on social media platforms.
MESSAGE STRATEGY 3 – TRADITIONAL/DIGITAL MEDIA
This strategy will concentrate on reaching out to tradition and digital new outlets and
websites by showing feedback from the campaign’s measurement strategy. Pace Public Relations
will bring together elements of traditional and digital public relations.
Tactics:
• Showing traditional publicity mentions in digital media outlets (professional blogs), as
well as promoting digital communications in traditional outlets such as hashtags and
keywords.
• Influencers that we have developed relationships with introducing the book to their fan
bases, as well as promoting the book on television shows or with spokespeople.
• Online ratings and reviews on Amazon.com as well as print reviews.
• Consumer-to consumer word-of-mouth conversations about the book, including thoughts,
advice and referrals, in the digital space as well.
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Engagement Strategy
The “Female Millionaire” campaign aims to not only bring awareness to The Mystique
Millionaire but also to influence followers and consumers by having them engage in the digital
conversation surrounding the book and author, Jude Miller Burke. Therefore, Pace Public
Relations would like to suggest six engagement strategies for the campaign.
ENGAGEMENT STRATEGY 1 – ENCOURAGE ENGAGEMENT
This first strategy would be basic tactics for all social media platforms. This campaign would
aim to create posts that encourage engagement from followers. With each type of social media
platform, there would be different types of participation, but they would all help encourage a
start to the brand’s digital conversation.
• Facebook – Asking followers to comment on question posts or to share engaging posts.
• Twitter – Asking followers to retweet posts, or share a special, designated hashtag related
to the campaign such as #femalemillionaire.
• Instagram – Asking followers to like or comment on photos they enjoy.
• Blog – Asking followers to share comments and opinions on the latest blog post.
ENGAGEMENT STRATEGY 2 – PARTICIPATE IN LIVE CHAT
Organize a live Google Chat with author Jude Miller Burke. This opportunity would
allow fans of the book to learn more about the author and what the book is about. The
convenience of this online platform would make it possible for a large number of individuals to
participate, simply by having a Google+ accounts. This chat would also provide the chance for
an exciting discussion about women in the workforce and their potential to not only become
major leaders but also reach financial success and become millionaires.
ENGAGEMENT STRATEGY 3 – INVITE ENGAGEMENT
Increasing the engagement level on social media from encouraging engagement, Pace
Public Relations would also like to create social media posts that invite engagement. This will go
beyond written responses, but inviting users to share photos and videos, participating in contests,
and more. While the campaign hopes to create more visual posts for users to share their opinions
on, we would like to invite more active participation from followers. Consumers can also help us
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determine what they believe our content should consist of in future posts. With this type of
engagement, the campaign will not only be sharing with followers, but also listening.
ENGAGEMENT STRATEGY 4 – SOCIAL MEDIA LIVE AT EVENTS
As part of traditional media, this campaign will likely consist of events such as book
signings/readings. While these events can only happen in so many locations across the country,
the campaign can make the information more available to followers on social media platforms by
live-tweeting at the event. Additionally, these events can include a Q&A session with questions
coming from online users by using a specific hashtag to share their question such as #askjburke.
By incorporating social media, these events grow much larger beyond the people actually at the
event, but allowing people in the digital space to participate as well.
ENGAGEMENT STRATEGY 5 – ONLINE BOOK CLUB PARTICIPATION
With this strategy, the campaign plans to target online book clubs by offering free print or
digital copies of The Millionaire Mystique for book clubs to use for reading and discussing. If the
designated book clubs agree to share their thoughts on social media platforms/blogs, the
campaign will offer the books to the book club for free. For example, one book club could be
Divamoms.com, in an attempt to help moms understand their potential for a professional career,
and female wealth. The club has a huge following, and would also be a great opportunity to
develop a relationship with this important influencer.
ENGAGEMENT STRATEGY 6 – TWEET CHAT WITH TARGET GROUP
In this final strategy, Pace Public Relations would like to coordinate more
communications efforts with women’s professional groups who can support the theme of the
book, and the idea of the female millionaire. From there, we would like to engage in digital
conversations such as Tweet chats with these groups, which would allow followers to engage in
the activity as well. One example would be a live Tweet Chat with Ellevate network, an
organization that caters to successful working women. During the chat, conversations could be
asked by Judith Miller Burke surrounding topics of the book, and the event could also ask for
questions from followers. Opportunities like this would also the campaign and Judith to develop
relationships with important groups that can support the book, and the idea of female wealth.
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Measurement Strategy
Based on previous research, “The Millionaire Mystique,” along with the author, Jude
Miller Burke, there was very little performance on social media channels. Aside from few posts
on Twitter and Facebook, the social media presence was rather limited. Given the campaign’s
new goals for further engagement with audiences, it will be important to develop a measurement
strategy to understand how these new strategies are contributing to the campaign. At a basic
level, there will be a measurement of statistics such as new social media followers, mentions,
retweets on Twitter, and other miscellaneous facts and figures related to the book and author’s
presence on social media. One important statistic will be the use of our key words, and hashtags
developed over the course of the campaign.
Not only will it be important to consider these statistics in regards to this campaign but
also the statistics of our competitors, and other books about female wealth and success, such as
GIRLBOSS. A comparison of the share of voice for this campaign versus those of competitors
will provide a greater understanding towards how we can continue to improve and garner an
even larger SOV.
Finally, since a focus of this campaign is that of “The Relationship Analyzer,” and trying
to develop relationships with other influencers, we will want to measure how those relationship
have grown. The beginning of the campaign will more likely be in a state of “The Giver,” as we
try to promote the other influencers. One example would be female author Ariana Huffington,
and her book, “Thrive.” If this campaign promotes Huffington and he book on social media
channels, at some point, it would be hopeful that the relationship would develop into one that is
“The Giver and Taker,” where both Huffington and Burke could support each other, and both be
influencer’s for the other’s campaign. Eventually they could both become Brand Champions,
trusting the other to support and offer praise on social media, and gain even more exposure and
engagement opportunities on social media platforms.
In addition to looking at how the campaign’s relationships have developed with fellow
influencers, after implementing the strategies and tactics of this campaign, there will be several
measuring tools used to monitor the campaign’s progress and engagement.
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BIT.LY
A free measurement and monitoring tool, bit.ly provides quantitative statistics about links
that are shared. With this tool, the campaign will be able to see how many people are clicking on
the links that we post on social platforms. This information will help to demonstrate what posts
are popular and actively engage audiences, and help cater future posts towards even more
engagement. Since there is also a focus on trying to develop relationships with potential
influencers, we can also provide statistics for influencers about the engagement when we share
their information.
FACEBOOK INSIGHTS
Another important tool for metrics that is also free, Facebook Insights will be crucial
towards increasing the engagement and conversation with consumers and followers of Jude
Miller Book, along with The Millionaire Mystique on Facebook. Since there is a greater
importance on not just talking to the audiences, but also listening, a great opportunity to interact
with fans is during peak periods on social media. Facebook Insights will provide us with this
information, including the best time of day to post, the best time of week to post, and what
content will be most popular on a Facebook fan page. By posting at peak opportunities, there will
be greater opportunities for engagement with consumers, and the chance to listen to their
opinions, so that we can develop and cater the brand towards their interests.
GOOGLE ANALYTICS
Stepping aside from social media analytics, it will also be important for this campaign to
get metrics regarding the website. Google Analytics is a free monitoring tool that can be used to
measure statistics regarding the website such as its traffic, traffic sources, the devices used to
reach the website, the location of the user, how much time is spent on the website and more.
Depending on what the analytics reveal, there is potential to make the site more user friendly,
and allow consumers to go through the site with a better flow, and more easily find information.
HOOTSUITE
Hootsuite is a free monitoring tool that creates a dashboard to monitor multiple social
media platforms and feeds in real time. Currently the application can bring together social media
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applications including Twitter, Facebook LinkedIn, Google+, Wordpress, and more. By creating
a dashboard with this application, the campaign can try to keep all of its social media platforms
in correlation with each other the whole time. Additionally, not only will it help the campaign
keep social media posts aligned with each other, it can also be used to monitor the feeds of
influencers and competitors. Developing a dashboard on Hootsuite will also allow us to not only
promote influencers when the opportunity arises, but also monitor and see how our posts align
with competitor feeds.
KLOUT
This is a tool that will be helpful to understand the campaign’s efforts to have a large
SOV. While many of these measurements tools will provide statistics, Klout will provide more
information about how our posts are creating influence. To reach the audience, and then to
influence them are two different objectives, and this campaign hopes to influence the audience,
and encourage them to take action and buy the book, and support the idea of female wealth.
Klout will provide a daily score as to how our posts have created more influence, and depending
on our score, future social media activity can continue to develop that influence.
MENTIONMAPP
Since an important focus of this campaign is trying to develop relationships with
potential influencers, specifically other authors or leaders that support women wealth, this will
be an extremely important app to monitor. This resource will help us understand our
relationships on Twitter using colored lines to represent our deepest and lightest connections. In
an attempt to develop a relationship with one influencer, there could also be another connection
that was not previously noticed that is worth developing. Not only will MentionMapp be
important for pointing out influencers, and seeing the type of content they share, but this tool will
also show the connections of competitors, and the strengths and weaknesses within their
relationships. For the sake of the campaign, this application will be extremely important.
TWEETDECK
TweetDeck is a social media dashboard application very similar to Hootsuite, however it
can also be used to manage the feeds of different Twitter accounts. While not capable of
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providing as much information as Hootsuite, this tool could still be important for the campaign.
Since developing Twitter will be such an important platform for developing relationships, it
could benefit the campaign to use the TweetDeck platform for the campaign’s feeds, as well as
influencers and competitors. Then, Hootsuite could be used to monitor all the feeds on Facebook,
LinkedIn, and all the other social media platforms. Having TweetDeck available will help to
separate some of the extensive information that will be coming to the campaign in real-time
consistently.
SOCIAL MENTIONS/GOOGLE ALERTS
These are two free tools that will be helpful to monitoring the presence of Jude Miller
Burke and The Millionaire Mystique in the media, especially during time of crises. These
applications provide more qualitative information such as where and when an article was
published relating to the campaign whether through traditional media or social media platforms.
While these applications will be helpful to understanding the campaign’s presence in the media,
it will be important to take advantage the benefits of other monitoring tools.
SYSOMOS
Sysomos is a paid monitoring and measurement service, but is especially important for
understanding the statistics of the campaign’s efforts. Through research on this application, the
campaign can understand how the keywords of this campaign have perpetrated all forms of
media, and how they are being used as part of the digital conversation. This tool will also help us
understand blogs and other online content that is similar to what we are trying to promote, and
again will help us build online relationships. Additionally, this application will provide a lot of
factual information including mentions not only on basic social media platforms such as Twitter
and Facebook, but more content-based applications such as blogs or Wordpress.
WORDLE
This final tool is a very low-key monitoring tool that creates “word clouds” from text
surrounding a specific object, person, or idea that a campaign is trying to communicate.
Although it provides very little information, it will be an important measuring tool to help brand
! 25
the campaign, and understanding what is really being communicated over the course of the
marketing efforts. *See appendix for this example Wordles.
PREMIUM TOOLS
All of these metrics tools will be beneficial to the campaign in understanding whether we
are not only reaching audiences about Jude Miller Burke and The Millionaire Mystique, but
whether we are influencing them. These tools will help us understand when we should be
posting, what content we should promote, who are our influencers, and more. At some point in
the campaign, it will be necessary to determine whether more paid tools like Sysomos should be
used. While all of these tools are helpful, they will be free to the campaign, and more paid
options might offer more information. Two examples of paid tools that could be considered
would be a premium version of Google Analytics, to get even more factual information about the
website, as we as Vocus, which offers a lot of statistics about the campaign’s communication
efforts in all forms of the media.
Conclusion TIMELINE
To unroll this campaign, there will be a three-part campaign with three stages. First, there
would a pre-launch. During this stage, Pace Public Relations would attempt develop
relationships with the online influencers, especially at the giving stage. Additionally, the
campaign would start to set dates for specific plans such as a TweetChat or a Google Video Chat.
Finally, it would come up with specific plans for social media tactics such as how often the
campaign would post on different social media feeds. The second stage would be the launch on
January 4th, 2015. At this point, there would be a continuation of what was established in the
pre-launch, and the campaign would start to post regularly for The Millionaire Mystique.
Additionally, the campaign would try to continue and move up the relationships stairway. Plans
for events would also be executed during this stage. The last stage would be a post-launch.
During the stage, the regular execution of social media strategies and tactic would be continued.
Additionally, this stage would be the start of the monitoring and measurement strategies to
understand how the social media performance of the campaign is working in the digital
! 26
conversation. Finally, in regards to relationships, Pace Public Relations would hope to become
brand champions relationship status with potential influencers.
This social media campaign has been devised with many intentions. The two main ideas
of the campaign were to spread awareness about Jude Miller Burke and “The Millionaire
Mystique,” in order to increase book sales. Another idea was to build relationships with other
authors and leaders who support the idea of female wealth and power, therefore, establishing
relationships in the digital world that trust and support each other. Based on research of potential
influences and relationships, identifying the audience for the campaign, as well as creating
strategies and tactics for engagement, and identifying metric tools to measure the effectiveness of
the campaign, Pace Public Relations firmly believe that Jude Miller Burke and “The Millionaire
Mystique” can develop a strong social media presence, and really be a part of the digital
conversation.
Appendix
WORDLES
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Blog Word Cloud
Twitter Word Cloud
METRIC SYSTEM RESULTS TEMPLATE/SPREADSHEET
Social Media Metrics System for Launch of “The Millionaire Mystique” Prepared by: Pace Public Relations Business Metrics Activity Measurement
ToolsWeek Ending 1/9 - Total
Week Ending 1/9 - % Change
Week Ending 1/16 - Total
Week Ending 1/16 - % Change
Brand Sentiment - The Millionaire Mystique
Social Mention, Sysomos, Klout, Facebook Insights
Positive
Neutral
Negative
Brand Sentiment - GIRLBOSS
Social Mention, Sysomos, Klout, Facebook Insights
Positive
Neutral
Negative
Website Analytics
Google Analytics
Website Referral Traffic
# Click Throughs from social media
#Sales
Customer Response Rate
TweetDeck/Hootsuite
#Customer Service Posts
Activity
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Social Media Analytics
Engagement Data
# Customer Service Issues Handled
Measurement Tools
Week Ending 1/9 - Total
Week Ending 1/9 - % Change
Week Ending 1/16 - Total
Week Ending 1/16 - % Change
Activity
Share of Voice - The Millionaire Mystique
Social Mentions, Sysomos, bit.ly, Facebook Insights, Lout MentionMapp
Blogs
Share of Voice - GIRLBOSS
Social Mentions, Sysomos, bit.ly, Facebook Insights, Lout MentionMapp
Blogs
# of Facebook page likes
Facebook Insights
# Facebook followers
Facebook Insights
# Facebook shares
Facebook Insights
#Tweets, retweets
TweetDeck
# Instagram Photos
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SURVEY RESULTS
Initial Report Last Modified: 11/30/2014
1. Do you think it is easier for women to be successful in certain fields?
2. Briefly describe why you feel this way
# LinkedIn views
LinkedIn Analytics
# LinkedIn comments
LinkedIn Analytics
# Impressions Social Mention, Sysomos
# Blog Followers
Google Analytics
# Blog Comments
Google Analytics
# Answer Response %
1 Yes 16 73%
2 No 6 27%
Total 22 100%
Statistic Value
Min Value 1
Max Value 2
Mean 1.27
Variance 0.21
Standard Deviation 0.46
Total Responses 22
Text Response
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Certain fields, like early childhood education, social work, and much of the lower to middle tiers of the non-profit sector, are often stereotyped as women's fields.
Women are better at certain things.
Most fields have significant, patriarchal obstacles to the success of women, which men do not face by and large.
Because women are better suited for certain things than men are
there are certain tasks that women are more genetically capable of doing, like muktitasking. whereas men are better w spacial sense.
I can't think of any field that makes it easier for a woman to more successful than a man, other than teaching young children.
Women and men are different and each person has things that come easier to them. Sometimes these things are based on sex and/or gender, sometimes they aren't.
because men and women are different and have different strengthes
gender is only one factor, culture and ability are others
they have a keen eye for detail
I think women are more sensitive to Social Issues
They are taught different growing up
I seldom could think of a field that women can be easier to success. Maybe fashion? But fashion seems to be dominated by gays these days.
Society has specific notions that can lend priveledge
Yes, in social fields, due to women's communication skills often being stronger, due to both biology and social conditioning.
Traditional positions of teaching, nursing, etc sometimes preferred.
while general, each gender has its unique skill set.
feelings.
Because jobs that fulfill gender roles subscribed to women, are typically more difficult for men to find a place in
yes, but only because there are jobs created rather sexiestly just for women that are often degrading in both status and wages.
I do believe there are certain fields that women have an easier time being successful because some fields are catered to women.
Statistic Value
Total Responses 21
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3. Do you think women can be as successful or more successful in their profession than males in the same profession?
4. Briefly describe why you feel this way
# Answer Response %
1 Yes 19 86%
2 No 3 14%
Total 22 100%
Statistic Value
Min Value 1
Max Value 2
Mean 1.14
Variance 0.12
Standard Deviation 0.35
Total Responses 22
Text Response
In some cases, patriarchy can be beaten. but not always. not often.
Anyone can apply themselves, man or woman.
Women CAN be more successful, but that is not the norm (see previous answer).
women can definitely be just as successful as men in a variety of businesses
Women and men are equally as capable to be exceptional.
Yes, I do. I think that's largely anecdotal for me, since I personally have experienced equality in my own workplace.
I don't think it has to do with sex and/or gender. Every person as an individual has strengths and weaknesses that contribute to their successes or failures.
see above
depends on the person
passion for what they do
Both can do equal idf qualified
they are as talented if not more than men
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5. Do you know or know of anyone who is female and is more successful in her profession than her male peers?
It's definitely no to this question. For instance, in my field PR, 70% are female, men got more chances to be promoted.
Same as above
It's possible, and although factors such as unequal pay and treatment may be a detriment, I think that many women will work harder than their male peers because they are taken less seriously.
Depends on the individual... work hard, study hard, be honest, and stay strong!
it is happening now now at large number of women ceos, but they are growing. also, the ratio of female to male college graduates is growing
its about mindset not gender. unless its bodybuilding. or being sperm donors.
Because talent is not gender dependant
Yes, but it is not earned as fairly. statistically women have to work twice as hard as men for the same positions, and even then male peers will often over sexualize women of the same rank or higer.
Yes they can -- if given the opportunity.
Women can be as successful or more successful than males nowadays because they've always had the ability plus now many barriers that used to be a problem are broken down thanks to the feminist movemen
Statistic Value
Total Responses 22
# Answer Response %
1 yes 20 91%
2 No 2 9%
Total 22 100%
Statistic Value
Min Value 1
Max Value 2
Mean 1.09
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6. How would you describe them professionally?
Variance 0.09
Standard Deviation 0.29
Total Responses 22
Text Response
Maximally cpmpetnet
Driven
Directors of non-profit organizations
Driven
Confidant, decisive.
Extremely hard-working, diligent, focused, and extraordinarily bright.
driven, focued organized
dedicated, believe in themselves
hard working
Serious and diligent
wok hard, smart, aggressive...
Taking advantage of ridiculous societal notions
They are observant, confident, balanced, and make well thought out ethical decisions. They see a correlation between women joining their field and more ethical decisions being made, but not necessarily a causation.
Hard working, conscientious, able to stick to true values, and not be intimidated by those who don't agree.
motivated
angry. hard headed. I dont thibk she is a very nice person then again she is my boss so i may have a biased opinion.
Devoted and passionate about their work
hard working, intelligent, ethical.
Extremely intelligent, assertive
Very hard working and caring.
Statistic Value
Total Responses 20
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7. What industry do you think is hardest for women to be successful in?
8. Can you name a woman who is succesful in this industry?
Text Response
Finance.
I can't think of one.
business
Construction work
Politics
I think the public perception is probably finance.
Probably anything involving heavy physical labor
lumberjacking
politics
politics
Architectural
Sports
computer science?
Anything in which physicality is a deterrence
Male dominated fields, like coding & engineering
Construction
wrestling
sperm donors. construction. being a male model
politics
sports industry.
Business
The video game industry.
Statistic Value
Total Responses 22
# Answer Response %
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9. How would you describe them professionally?
10. What industry do you think is easiest for women to be successful in?
1 yes 10 48%
2 No 11 52%
Total 21 100%
Statistic Value
Min Value 1
Max Value 2
Mean 1.52
Variance 0.26
Standard Deviation 0.51
Total Responses 21
Text Response
C-level executives
Total Package
committed, competitive
dedicated
Same
Brilliant but not cocky toward their male coworkers
Honest values and hard working (should be the same for everyone in any field)
Strong and forceful
Extremely intelligent, respected
Statistic Value
Total Responses 9
Text Response
services
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11. Can you name a woman who is succesful in this industry?
the service industry
Any
Teaching young children.
Anything I say is biased by gender roles
psychology
nursing
interior design
Things like social communication eg Facebook
art, gallery?Anything where they are objectified
Social work
any industry they choose
real estate
egg donors
teaching
Therapist, bar tender, school teacher, sex
Nursing
Statistic Value
Total Responses 18
# Answer Response %
1 yes 14 70%
2 No 6 30%
Total 20 100%
Statistic Value
Min Value 1
Max Value 2
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12. How would you describe them professionally?
13. What do you think are the most important character traits for a successful woman to have?
Mean 1.30
Variance 0.22
Standard Deviation 0.47
Total Responses 20
Text Response
unskilled laborers
Very hard workers, always trying to do their best
On Point
A woman who is good at her job because of reasons
focused senstitive dedicated
dedicated, caring
creative
diligent and serious
Same
Caring, patient, insightful, organized, diplomatic, assertive
mentally strong, get the job done
Educated about their field. Innovative
Very caring and hardworking.
Statistic Value
Total Responses 13
Click to write Choice 2 Click to write Choice 3 Click to write Form field 3
Caring Drive Compassion
intelligence wit ambition
perseverance tenacity dedication
Wisdom Ambition Empathy
Confidence Ambition Ability to work well with others
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14. Do you have any professional female role models?
Intelligence Diligence Resourcefulness
dedication drive patience
dedication hard work persistence
outgoing creative productive
discipline pushing herself motivation
work life balance aggressive smart
Confidence Education Manipulation
Hard working Patient Alert
self confidence determination good values
motivation networking focua
strength discipline good heels
Dedication knowledge professionalism
Decision making Non-quiter Hard worker
Statistic Value
Total Responses 18
# Answer Response %
1 Yes 14 74%
2 No 5 26%
Total 19 100%
Statistic Value
Min Value 1
Max Value 2
Mean 1.26
Variance 0.20
Standard Deviation 0.45
Total Responses 19
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15. How would you describe them professionally?
16. Do you think there are people or organizations which negatively impact a women’s ability to be successful in their chosen profession?
Text Response
Wonderful
director of an organization
Decisive, hard-working, don't take the easy way out
Intelligent, resourceful, diligent, etc.
organized focused resourceful
dedicated, intelligent, patient
go getter
heroine
Driven
My mom, and she's hard working, punctual, assertive, well groomed, focused, and passionate about her work
All of the above traits
approachable
Hard-working
Statistic Value
Total Responses 13
# Answer Response %
1 Yes, I can name one such entity
7 37%
2 No 9 47%
3 Yes, I can name several entities
3 16%
Total 19 100%
Statistic Value
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17. Can you name them or describe their identifying charactersitcs?
18. a. How do you think they suppress women’s ability to be successful in their chosen profession?
19. What do you think are some obstacles women face which impede their ability to be successful?
Min Value 1
Max Value 3
Mean 1.79
Variance 0.51
Standard Deviation 0.71
Total Responses 19
Text Response
Statistic Value
Total Responses 0
Text Response
Female jobs are often oriented and provide little vertical mobility
Male domination
By self sexualizing
Statistic Value
Total Responses 3
Click to write Choice 1 Click to write Choice 2 Click to write Choice 3
Idiots
patriarchy
having babies sexism glass ceiling
Balancing family life Sexism and prejudices
sexism kids hours of working
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20. Do you consider yourself a "reader?"
society predjudices peoples negative thoughts salary
Sexism
raise children household stuff time devoted to shopping, beauty
Sex Power gender dynamic Pay gap
family life being more subtle needing to prove themselves more
Statistic Value
Total Responses 10
# Answer Response %
1 Yes 11 69%
2 No 5 31%
Total 16 100%
Statistic Value
Min Value 1
Max Value 2
Mean 1.31
Variance 0.23
Standard Deviation 0.48
Total Responses 16
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21. How do you choose what books you read?
!
# Answer Response %
1 a. Browsing in the bookstore
10 63%
2b. Academic or Peer suggestions
8 50%
3
c. By shopping online and looking for “similar books” to those you’ve already read
7 44%
4d. After hearing about it on Twitter
2 13%
5e. After hearing about it on Facebook
3 19%
6After hearing about it on another social media platform
2 13%
7 Other 4 25%
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22. Such as:
23. Would you read a self help book?
Statistic Value
Min Value 1
Max Value 7
Total Responses 16
Text Response
Statistic Value
Total Responses 0
# Answer Response %
1 yes 12 75%
2 No 4 25%
Total 16 100%
Statistic Value
Min Value 1
Max Value 2
Mean 1.25
Variance 0.20
Standard Deviation 0.45
Total Responses 16
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