MARK

ETING  &  ENGAGING  W

OMEN

 ONLINE  

Marke3ng  &  Engaging    Women  Online  

Richard  Meyer  

Online  Strategic  Solu4ons  

@richmeyer  

MARK

ETING  &  ENGAGING  W

OMEN

 ONLINE  

The  ques4on  that  has  stumped  the  brightest  minds..  

The  great  ques4on  -­‐  which  I  have  not  been  able  to  answer  is:  

 "What  does  a  woman  want?”  

Sigmund  Freud  

MARK

ETING  &  ENGAGING  W

OMEN

 ONLINE  

A  women’s  view  of  things…  

Sure  God  created  man  before  woman.    But  then  you  always  make  a  rough  draJ  before  the  final  masterpiece.  

A  woman  can  say  more  in  a  sigh  than  a  man  can  say  in  a  sermon.  

Women  really  do  rule  the  world.    They  just  haven't  figured  it  out  yet.    When  they  do,  and  they  will,  we're  all  in  big  big  trouble.  

MARK

ETING  &  ENGAGING  W

OMEN

 ONLINE  

But  women  feel  vastly  underserved  

•  Despite  the  remarkable  strides  in  market  power  and  social  posi4on  that  they  have  made  in  the  past  century,  they  s4ll  appear  to  be  undervalued  in  the  marketplace  and  underes4mated  in  the  workplace.    

•  They  have  too  many  demands  on  their  4me  and  constantly  juggle  conflic4ng  priori4es—work,  home,  and  family.    

•  Few  companies  have  responded  to  their  need  for  4me-­‐saving  solu4ons  or  for  products  and  services  designed  specifically  for  them.  

2008  the  Boston  Consul6ng  Group  

MARK

ETING  &  ENGAGING  W

OMEN

 ONLINE  

Yet  women  are  a  powerful  marke4ng  force  

MARK

ETING  &  ENGAGING  W

OMEN

 ONLINE  

A  snapshot  of  women  today  

MARK

ETING  &  ENGAGING  W

OMEN

 ONLINE  

Segments  of  women  in  the  U.S.  

MARK

ETING  &  ENGAGING  W

OMEN

 ONLINE  

Women  have  different  priori4es  by  their  age  segments  

MARK

ETING  &  ENGAGING  W

OMEN

 ONLINE  

Women  share  informa4on  via  social  media  

•  On  message  boards  and  forums  both  sexes  seek  informa4on  and  advice,  but  women  tend  to  get  more  personal.    

•  Women  want  to  learn  about  real  people  experiencing  similar  conflicts.  "Women  are  online  solving  real-­‐  life  issues.”  

•  Women  don’t  want  to  be  sold.    Take  the  approach  of  leYng  them  know  how  your  product  can  make  their  lives  beZer.  

•  They  use  social  media  for  reassurance  and  will  reach  out  to  others  who  share  similar  views.  

•  If  you  sa4sfy  their  needs  they  will  talk  about  your  product  to  others  and  become  brand  advocates.    

MARK

ETING  &  ENGAGING  W

OMEN

 ONLINE  

What  really  influences  women  to  purchase  ?  

•  "Online  coupons”  68%  

•  “Store  coupons”  66%  

•  “Consumer  reviews  on  shopping  sites”  61%  

•   “Recommenda4ons  from  family/friends”  59%  

iVillage/SheSpeaks  survey,  April-­‐May  2010  Things  that  are  especially  influen6al  in  women’s    purchases  of  food,  beauty  and  household  products.  

Among  other  online  resources  cited  as  strongly  influen4al  on  women’s  purchases:  

   "e-­‐mails  from  companies/brands”  45%   "content  on  brand/company  sites”  36%   "blog  recommenda4ons”  33%     "Facebook/TwiZer  posts  from  friends”  19%.  

MARK

ETING  &  ENGAGING  W

OMEN

 ONLINE  

The  importance  of  community  online  and  brand  purchase  decisions  

Asked  to  say  how  "reading  consumer  reviews  about  products  on  community  message  boards"  influences  them:  

•  77%  of  respondents  said  it  makes  them  "more  likely  to  look  for  the  product  in  the  store."    

•  70%  said  it  makes  them  "more  likely  to  choose  the  product/brand  over  another"    

•  67%  "more  likely  to  purchase  the  product  in  a  store.”  

iVillage/SheSpeaks  survey,  April-­‐May  2010  

MARK

ETING  &  ENGAGING  W

OMEN

 ONLINE  

Age  is  a  factor  in  how  women  use  social  media  for  purchase  decisions  

•  66%  of  respondents  in  their  20s,  vs.  54%  of  those  in  their  50s,  said  they're  highly  influenced  by  consumer  reviews  on  shopping  sites.    

•  The  20somethings  were  also  more  likely  than  the  50somethings  to  cite  friends'  Facebook/TwiZer  posts  as  major  influences  in  their  shopping  behavior  (26  percent  vs.  4  percent).    

•  The  50  somethings  were  more  apt  than  the  20  somethings  to  put  brand  Web  sites  in  that  category  (46%  vs.  31%)  or  to  say  the  same  about  company  e-­‐mails  to  them  (56%  vs.  41%).    

iVillage/SheSpeaks  survey,  April-­‐May  2010  

MARK

ETING  &  ENGAGING  W

OMEN

 ONLINE  

Women  use  social  media  for  purchase  decisions  

•  86%  of  women  are  now  using  popular  social  networks,  a  48%  increase  compared  to  2008.  

•  53%  of  women  are  making  purchase  decision  based  on  informa3on  they  find  in  blogs,  up  from  27%  in  2008  

•  43%  of  women  are  making  decisions  based  on  advice  found  in  social  networks,  also  up  from  27%  in  2008  

•  72  %  of  women  log  into  their  social  networking  site  at  least  once  per  day.  Last  year  only  53%  logged  in  that  frequently,  indica3ng  a  36%  increase  in  this  high-­‐level  engagement  

MARK

ETING  &  ENGAGING  W

OMEN

 ONLINE  

Marke4ng  to  Women    via  social  media  

•  Make  it  a  quality  engagement  –  Women  are  bombarded  by  marke4ng  messages  all  day,  every  day.  –  Make  it  sure  you  use  a  quality  approach  to  engagement.  

•  Use  emo4on  to  connect  –  Connect  with  them  by  providing  content  that  women  can  relate  to.  Something  that  ignites  a  reac4on  

like  “Wow,  this  is  great”  will  encourage  women  not  only  to  respond  to  your  messages,  but  actually  remember  them.    

•  Make  sure  it’s  a  useful  engagement  –  Create  a  series  of  posts  that  your  fans  can  look  forward  to  on  a  daily  or  weekly  basis  —  something  

they  will  feel  a  real  connec4on  to  and  will  teach  them  something  they  can  use.    Use  success  stories  of  how  women  used  our  product  to  enhance  their  skincare.  

•  Listen  and  allow  our  audience  to  be  heard  –  Women  like  to  be  heard.  Stand  out  from  the  crowd  and  engage  them.  By  crea4ng  a  two-­‐way  

conversa4on,  we  are  personalizing  our  brand  and  making  it  one  that  can  be  trusted.  

–  Show  that  we  are  listening  by  addressing  her  concerns,  issues.  

MARK

ETING  &  ENGAGING  W

OMEN

 ONLINE  

Par4cipa4on  by  Ac4ve  U.S.  Women    in  Social  Media  by  Age  Group  

MARK

ETING  &  ENGAGING  W

OMEN

 ONLINE  

Demographics  of  women  using  social  media  

MARK

ETING  &  ENGAGING  W

OMEN

 ONLINE  

17  

Female  Social  Media  Profile    

Perceived Benefits of Using SNS

Top 5

Staying in touch with friends 87%

Staying in touch with family 75%

Sharing photos/videos/websites with others 73%

It is relaxing 57%

Learn about new things 51%

Female  Users  see  these  benefits  significantly  higher  than  male  Users  

How  they  make  connec3ons  online  

(*Significantly  higher  than  male  Users)  

*  

MARK

ETING  &  ENGAGING  W

OMEN

 ONLINE  

18

76%:  “would  never  pay  to  use  a  social  network  service”  (Significantly  higher  than  male  Users  -­‐-­‐  69%  )    

Top reasons for joining SNS

Keeping in touch with friends 77%

For fun 52%

Keeping in touch with family 47%

Joining  SNS  earlier  or  later  than  friends/colleagues  

*  

(*Significantly  higher  than  male  Users)  

Online activities engaged in the last month

Watched an online video 65%

Uploaded pictures 60%

Made an online purchase 53%

Read someone else's blog 51%

Read posts on a discussion board 45%

Commented on a discussion board 32%

Posted your own blog entry 19%

Uploaded a video 17%

Subject/Content Posted Frequently Online

Pictures of family/friends 74%

What I'm doing now 71%

Specific hobby 27%

Pets 25%

Links to articles I find interesting 24%

Significantly  higher  than  male  Users  (95%  Confidence  Level)  

Female  Social  Media  Profile    

MARK

ETING  &  ENGAGING  W

OMEN

 ONLINE  

Topics  of  interest  for  women  using  social  media  

MARK

ETING  &  ENGAGING  W

OMEN

 ONLINE  

Social  media  marke4ng  planning  process  

MARK

ETING  &  ENGAGING  W

OMEN

 ONLINE  

Three  things  you  can  do  to    speed  up  a  woman's  buying  process  

•  Address her concerns and objections. –  It's important to find out what her concerns and objections are as early as

possible. If a woman says no, it's usually because she has a concern that hasn't been adequately addressed.

•  Use testimonials. –  Let women share, in their own words, what they like about working with you. Let

the women sell you rather than selling yourself. The second reason why you lose a sale with a woman is because she does not trust you.

•  Sell with stories, not facts. –  Don't just list out features and benefits. Share a story about how someone in a

similar situation used the product or service. Stories are more memorable and make that emotional connection that motivates women to take action.  

MARK

ETING  &  ENGAGING  W

OMEN

 ONLINE  

Crea4ng  brand  evangelists  Clinique  

•  Clinique’s  instruc4ve  approach    with  YouTube  how-­‐to  tutorials  on  applying  makeup  has  earned  it  a  stronger  social  currency.  

•  Educa4ng  and  empowering  users  is  part  of  their  process.    To  do  that,  the  company  chooses  20  "insiders"  a  year,  customers  who  post  candid,  unedited  product  demos  and  cri3ques.    

•  The  results  more  than  speak  for  themselves.  "Clinique  has  moved  away  from  finding  a  core  influencer  to  conver4ng  any  customer  into  a  brand  evangelist."  

MARK

ETING  &  ENGAGING  W

OMEN

 ONLINE  

Beware  social  media’s  downside  though  

Social Media has given women more

power over marketers.

MARK

ETING  &  ENGAGING  W

OMEN

 ONLINE  

P&G  learns  a  hard  lesson    via  social  media    

•  Procter  &  Gamble  Co.  is  scrambling  to  put  out  an  Internet  wildfire  over  the  safety  of  its  new  Pampers  diapers,  a  crucial  brand  that  accounts  for  about  11%  of  the  company's  revenue.  

•  Some  mothers  who  blame  the  reengineered  diapers  for  causing  rashes,  even  "chemical  burns,"  have  started  a  Facebook  page  to  detail  their  claims  and  press  P&G  to  reverse  course.    

•  The  claims  quickly  gained  trac4on,  leading  this  month  to  a  lawsuit  and  inquiries  by  product-­‐safety  regulators  in  the  U.S.  and  Canada  

MARK

ETING  &  ENGAGING  W

OMEN

 ONLINE  

The  downside  of  not  listening  to  your  customers  concerns  

MARK

ETING  &  ENGAGING  W

OMEN

 ONLINE  

Key  lesson  ?  

MARK

ETING  &  ENGAGING  W

OMEN

 ONLINE  

The  4’C’s  of  connec4ng  women  via  social  media  

•  Communica3on  •  Connec3on  •  Community  

•  Convenience  

MARK

ETING  &  ENGAGING  W

OMEN

 ONLINE  

Women  talk  to  convey  emo4on,  men  talk  to  communicate  

In  a  typical  day  a  women  speaks,  on  average,  20,000  words  while  a  man  speaks  7,000  

MARK

ETING  &  ENGAGING  W

OMEN

 ONLINE  

It’s  important  to  listen  to  women’s  needs  

•  Women  don’t  like  sweeping  the  floor.  

•  Swiffer  has  made  the  job  faster  and  less  labor  intensive.  

•  Women  look  for  technical  differences  and  how  features  contribute  to  beZer  peformence.  

•  The  technical  and  func4onal  benefits  along  with  brand  values  and  reputa4on  of  the  company  have  to  combine  to  deliver  emo4onal  benefits  to  women..  

MARK

ETING  &  ENGAGING  W

OMEN

 ONLINE  

But  are  marketers  listening  ?  

Deep,  engaged  listening  takes  4me,  which  is  always  in  short  supply,  as  well  as  heart,  hard  work,  and  a  lot  of  nerve.  

MARK

ETING  &  ENGAGING  W

OMEN

 ONLINE  

An  example  of  not  really  listening  ?  

MARK

ETING  &  ENGAGING  W

OMEN

 ONLINE  

The  Dove  campaign  for  real  beauty  

•  Dove  uses  “un-­‐models”  in  their  adver4sing.  

•  The  campaign  resulted  in  a  lot  of  buzz  within  the  target  audience.  –  Over  650  million  impressions  in  summer  of  

2005  

•  As  women  cheered  Dove’s  second  year  sales  slowed  and  then  went  flat.  

•  By  defining  the  brand  as  “you  look  great  the  way  you  are”  Dove  was  hard  pressed  to  convince  women  to  spend  more  money  on  mul4ple  SKU’s  

•  When  the  heavy  spending  faded  women  could  see  through  the  ruse  –  You’re  telling  me  I  look  good  the  way  I  am  

than  why  are  you  trying  to  sell  me  more  stuff  ?”   Source:  What  she  is  not  telling  you  

Mary  Lou  Quinlan,  2010  

MARK

ETING  &  ENGAGING  W

OMEN

 ONLINE  

What  she  is  saying  vs.  the  truth  

The  real  truth  ?  

•  I  work  out  when  I  can  and  watch  what  I  eat  when  I  can  but  every  once  in  a  while  I  will  skip  my  workout  and  have  some  ice  cream  if  it  makes  me  feel  beZer.  

•  This  maybe  the  way  my  body  is  going  to  be  but  that  doesn’t  mean  that  I  don’t  want  to  look  beZer.  

•  I’ll  purchase  expensive  skin  care  products  if  they  help  me  look  beZer.  

MARK

ETING  &  ENGAGING  W

OMEN

 ONLINE  

Key  Lesson:  Marketers  have  to  learn  to  listen    Backroom  of  focus  groups  

MARK

ETING  &  ENGAGING  W

OMEN

 ONLINE  

About  me  

Richard  Meyer  

•  My  resume    hZp://www.richardameyer.com  

•  My  marke4ng  BLOG    hZp://www.richsblog.com  

•  MY  DTC  BLOG    hZp://www.worldofdtcmarke4ng.com  

hZp://www.twiZer.com/richmeyer  

hZp://www.facebook.com/richardameyer  

hZp://www.linkedin.com/in/richardameyer