1. Only 4.2% of Fortune 500 CEOs are women. Women tend to be more comfortable with the use of social media. Of that 4.2% female CEOs, the ones using social media stand out. Meg Whitman of HP and Marissa Mayer of Yahoo! are prime examples. A recent ranking of the top CEOs on social media finds only four women out of 30 execs, but they are impressive – Marissa Mayer of Yahoo, Angela Ahrendts of Burberry, Sheryl Sandberg of Facebook and Harriet Green of Thomas Cook.
2. Resistance to change could be a reason. The age of CEOs and their comfort with social media may affect their participation, and their own self-imposed importance might hinder their launch into social media. But here are two examples of brave CEO types that are over 50. Warren Buffett joined Twitter in May of this year and currently has 545,554 followers. Of course Warren has only tweeted twice but the second one was about his new essay on the importance of women to America’s prosperity.
Way to go Warren! The other new social media leader is THE POPE. @Pontifex has 2,827,155 followers. I loved his post today:
We are all jars of clay, fragile and poor, yet we carry within us an immense treasure.
3. CEOs may underestimate the power of their voice online. Fortune 500 CEOs gain followers almost 20 times faster than average users. Some CEOs have almost rockstar influence when they choose to participate. Those not participating are missing out on the opportunity to model engagement, transparency and passion for their employees and their customers. Even those who have a presence on social media may not really be using it. Only 3.8% of Fortune 500 CEOs are actively using Twitter. But it seems that LinkedIn holds some fascination for CEOs; I call it the Facebook for business. There are currently 140 (27.9%) Fortune 500 CEOs on LinkedIn, compared to 129 (25.9%) last year. One of the features of LinkedIn that might be a draw for CEOs is the “Influencer” program that allows CEOs to be seen as an expert. I am sure we will continue to see CEO participation in social media grow as digital natives move into the ranks, but those currently not using it might want to rethink their position.
For marketers trying to reach business audiences, this new LinkedIn ad feature is something to sing about. For advertising folks, it might be a nightmare, depending on how creative the slideshow is. Imagine this – you can include your slide presentation in an ad. It’s turning the humble Powerpoint into a new form of interactive advertising.
Here’s how it works.
On your LinkedIn page, you have a sidebar area where text ads are included. Now, you will see the Slideshare box in that sidebar. (See red outlined area.) It’s a Slideshare presentation sized down for the ad dimensions. You will be able to click on it and see the presentation without leaving LinkedIn. You will only be served an ad if you are the target audience.
The concept was initially tested with GE and Constant Contact with success. The ads are called SlideShare Content Ads. They will appear as a “sponsored presentation,” and users can click through it within the advertisement or they can expand it into a full-page view. It’s also a way to acquire leads through links and information capture.
For us advertising geeks, here’s the scoop from Adweek: “The ads are being priced on a cost-per-thousand-impressions basis and can be targeted to LinkedIn users’ profile information, such as company name or size, seniority and job function, said a LinkedIn spokesperson. In terms of reporting metrics, “LinkedIn provides an aggregate of non-personally identifiable profile and demographic data of members who see a campaign. This includes things like the job function, industry and seniority of those that view and click. Also included is content viewing metrics like number of views, average time on presentations, and average time spent per slide,” the spokesperson said.”
These LinkedIn folks are pretty smart. They purchased Slideshare last year and we are now seeing the fruits of their labor. They recently launched their Influencer prominent blogger program. And now there is chatter about the purchase of my favorite news reader Pulse. Imagine what they can do with that platform. LinkedIn is definitely building a unique business content platform.
The Wall Street Journal published a survey in January revealing that just 3% of small business owners polled believed that Twitter had the most potential to help their companies. However, 60% of those small business owners believed that social media was important to their companies. I believe most businesses do not understand the way to use Twitter. Most think only about sales leads, rather than thinking of the other important purposes of Twitter.
What social media did small businesses prefer? LinkedIn was preferred by 41% of the respondents, 16% picked YouTube and 14% chose Facebook. About 14% of the business owners surveyed said they use Twitter. That figure matches with research released last year by the Pew Internet & American Life Project, which found that about 15% of all online adults are Twitter users.
In Defense of Twitter, I think that many businesses do not understand the strengths of Twitter and how to use it. So here are some of the strengths of Twitter —
1. Research. Because of the amazing topics covered on Twitter, you can use it for research, listening to customers and competition, and discovering new topics of interest. The multitude of interests covered can help you stay informed on a wide breadth of topics. You are exposed to an amazing array of thought, wisdom and insight. One company learned a new use for their product just by listening to their Twitter users. Twitter is often a quick way to get a response to a question, find out about referrals or get comments on new ideas.
2. Customer Service. Twitter is a wonderful customer service tool. Everyone from airlines to local restaurants sue Twitter to connect with customers to offer information, assistance, updates or apologies for poor service.
3. Real Time News. This is where the real breaking news is – across all topics – across the planet. Citizen journalists across the world come to Twitter with news bulletins for almost any topic. Even Twitter users in countries that are war torn or in rebellion have used the media to get their message out.
4. Syndication of Your Content. Your content is news on Twitter. Twitter is an effective tool to share blog posts, pictures, videos and others relevant content. Some groups hold Tweeting Parties, giving a way for groups to interact.
5. Grow Your Circle of Influence. As you find people who are of interest to your business, you can follow up to 2,000 Twitterers without any limits. This service allows you to interact with potential customers, current customers and peer groups. It’s a great way to meet people that complement your services and to learn from others. Twitter is very democratic. You can converse with business contacts online that you might not ever be able to meet otherwise.
6. Search Engine Optimization. Activity on Twitter will boost your search engine visibility.
7. Strut Your Social Savvy. Depending on what business you are in, it might be embarassing if you do not participate in Twitter. I always advise clients to check out the social activity of potential marketing partners to see if they practice what they preach. It’s amazing how many don’t.
8. Public Relations Opportunities. Since journalists troll Twitter, it is a great place to be seen and potentially picked up and to add to your authority.
Things are changing for women. For the first time in history, women now outnumber men in the workforce. We are more educated, accounting for approximately 58% of students in tw0- and four-year colleges. We account for 85% of all consumer purchases, and we are not just talking about diapers and milk. Our purchases include homes, healthcare, cars, travel and computers. And 96% list “being independent” as their single most important life goal.
So when research says 91% of women don’t think marketers understand them, what are we saying?
First, women don’t feel they are being accurately portrayed. Using the color pink is not advertising. Women respond to marketing in a more emotional level. Women place importance on personal and proactive customer communication. We want authenticity, relevance, honesty and an exchange of information. Also, families don’t look like the stereotyped mom, dad and 2 children. Some 40% of all births today are to unwed mothers. Only 4% of families with kids under 18 fall into the working father and stay-at-home mom model. And many young say being a good parent is more important than marriage.
Second, men control much of today’s advertising messages. Only some 3% of advertising agency creative directors are women. Why is that a problem? The female perspective is not always accurately represented. We have men left to their own to interpret how they communicate to and with women. That’s why campaigns from advertisers like Dove celebrating real people and Chico’s use of older models and stars are seen as rare and innovative.
Third, many marketers have overlooked the dominance of women online. Women dominate social networking, instant messaging and email. Women compose 56% of the social media population; that’s 81 million of us. Women dominate Facebook, Twitter and Pinterest. Women spend 8% more time online daily and 40% more time on social media than men do. And peer-to-peer recommendations are trusted more than any type of advertising – 92% rely on people they know!
Fourth, smartphones are the most important tools in women’s handbags. 50.9% of smartphone users are women and we are using smartphones to stay in touch with our families and friends, interact on social media, and shop, shop, SHOP!! If women can’t easily find you on their mobile phone or if you are not competitive, she will move on to another source. Moms are on their phones six hours daily and readily admit that their smartphones are more important than sex!
Use 2013 to understand your target audience better. Chances are a large portion of your audience are women – smart, connected, independent and pink-resistant.
This is a guest post on http://www.Sparkah.com/blog, a great blog on getting seen on social media by Robert S. Kims, Guerrilla Marketing Korean.
2012 marketing saw unanticipated events like the rise of Pinterest and Instagram – and disputed practices of Facebook and Instagram. Facebook reached 1 billion users. Changes to healthcare funding made marketing healthcare hugely important, and patient satisfaction rules. So here’s a quick read of what Lipstick Economy readers were interested in.
11. Marketing to Women: Blogs Drive Purchase Intent. Recent research from BlogHer shows that 61% of active blog users say they have made a purchase based on a recommendation from a blog. One of the leading indicators of purchase intent is trust. And 81% of women trust the information and advice they receive from blogs
10. Marketing to Women: Facebook $1 Fee to Message Non-Friends. Facebook calls the little charge an economic signal to determine relevance. I call it “selling my inbox”. On a blog post, they say ”This test will give a small number of people the option to pay to have a message routed to the Inbox rather than the Other folder of a recipient that they are not connected with.”
9. Marketing to Women: Women Rule Social Media. LinkedIn is the only exception to the more than 50% rule by women; the male-female split is 50-50. Back in March, Google+ was the third largest social network, yet to be usurped by Pinterest. An interesting infographic gave us real demographics for the networks such as 54% Tweeters are on Mobile, 36% Tweet at least once a day, and average time on site is 11 minutes. Google+ users are more likely to be single geeks looking for friends. The average number of Facebook friends is 130. Two million companies are on LinkedIn.
6. Marketing Healthcare to Women: What Does Patient Satisfaction Mean? Based on new health care reform legislation, patient satisfaction surveys will factor into how much money a hospital gets paid by Medicare. Patient ratings will compose 30% of the consideration, and clinical quality will determine 70% of the payments. Hospitals could lose 1% of their Medicare payments. The only way to earn it back will be improvement of scores, and a real understanding and delivery of patient satisfaction. Warm friendly service, appetizing food, entertainment amenities like WiFi and cable, and a pleasing atmosphere are becoming more important to patients.
5. Marketing to Women: The Ultimate Travel Agents. 80% of all travel decisions are made by women. Surprised? 75% of those taking cultural, adventure or nature trips are women. And boomer women are major players having the money, time and interests.
4. Marketing to Women: Pinterest Rules! Pinterest has been a winner in driving traffic for many retailers. Some even more than Facebook. Pinterest is inspiration for purchase decisions.
2. Marketing to Women: 10 Cool Ways to Use Pinterest. Since 70% of women are on Pinterest, marketers should be there to. But 2012 was a year when marketers were trying out Pinterest, trying to ascertain how best to use Pinterest. It’s about research, common interests, promotions and linking.
Is sending a Facebook message to someone worth a dollar to you or your company? Well, Facebook announced Thursday that it is testing a new service to charge users a one-time fee of $1 to send a message to another user’s inbox on the network with whom they aren’t friends.
Facebook calls the little charge an economic signal to determine relevance. I call it “selling my inbox”. On a blog post, they say “This test will give a small number of people the option to pay to have a message routed to the Inbox rather than the Other folder of a recipient that they are not connected with.” The test will be limited roll-out. And they will not allow brand to participate “at the moment”.
If this sounds familiar, it is. LinkedIn has a premium service that allows you to connect with folks to whom you are not connected. Seems like Facebook is trying to make everything a way to monetize the business.
Mashable says currently, if you send a Facebook message to someone you’re not connected to, it may end up in the Other tab, an oft-overlooked subsection of the inbox that basically serves as a spam folder, depending on whether you have mutual connections. With the new option, however, you would be able to pay a premium to ensure that the message ends up in the main inbox where it’s likely to be seen by the recipient.
I am always surprised at how the UK surpasses the US in areas of advertising and social media. Here is an excellent example. Here’s an excerpt of an infographic showing the relative use by hospitals in the Netherlands, United Kingdom and United States of Facebook, LinkedIn, YouTube, and Twitter. The compiler Tom van de Belt created the data by crawling through the websites of hospitals in the same way an interested patient might do so. This comes courtesy of a former hospital CEO Paul Levy who has had an active blog for several years.