Marketing to Women: Social Media Explained

August 13, 2012 § 1 Comment

 

Since everyone knows I always compare branding to food, why not social media?  Thought everyone would enjoy this take on social media.

 

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Marketing to Women: OMG! Do you have FOMO? Social Media Addiction?

August 2, 2012 § 2 Comments

Do you have FOMO (fear of missing out)? Do you check your Facebook and Twitter before your email in the morning?  A study by MyLife.com found that 62 percent of  social media adults 18+ (currently a member of more than one social network) say they regularly check-in to their social networks because they don’t want to miss something (e.g., news or an important event or status update).

JWT Intelligence study finds that men are more susceptible to FOMO than women.

Even though a higher proportion of women are sharing and socializing online, a JWT Intelligence report  shows that men might be more vulnerable to FOMO than women are.

According to the 2012 Connecting and Communicating Online: State of Social Media study, young adults check in with their friends and followers on social networks before they even start their day.  Some 57% wish there was a solution to help them use, monitor and protect their social networking profiles and emails at one time.  This hyper attachment to social media may signal a game changer for communications.

More than a fourth of young adults (27%) send messages from within their social network more than from their primary email account.  This dependence on social media will allow Google to improve ad targeting across its engine, affiliates and partners.  Bing now allows you to connect with Facebook friends and solicit their opinion.

The study also has interesting data on content sharing.  While Facebook is considered the gorilla of social media, it is not the primary site social media users turn to for consuming or sharing content.

•   LinkedIn ranks number one for consuming content by 68% of online adults who are LinkedIn members.

  • YouTube (57%) and Twitter (53%) are second place in sites where users tend to primarily view content without sharing.
  • Pinterest (48%) and Facebook (46%) are the sites where users are most likely to equally consume and share content.

Faith Popcorn says “Millennials are particularly subject to FOMO, partly because Millennials are the first generation of digital natives. Half of Millennials say they check Facebook as soon as they wake up, and 28 percent say they do so before getting out of bed. Ten percent confess that they text during sex. In many ways, FOMO is the defining element of the Millennial zeitgeist.”

What does FOMO mean for marketers?  Brands cannot be static. There is a new anticipation for what brands will do next.  Just in time marketing will become the new standard.  Experience becomes the currency for brands.

 

Marketing to Women: Pinterest Rules!

February 12, 2012 § Leave a comment

Women are the social media experts and they have deemed Pinterest the new ruling site.  I confess, it’s pretty addictive.  It’s a social bulletin board where people can easily post visuals they’d like to save and share. It’s great because you can save any picture you see online and post it to a specific board of personal likes – travel, food, craft projects, clothes, home decor and more.

Women love inspirations – and Pinterest organizes all those wonderful idea-starters that we used to tear out of magazines and stuff into notebooks and drawers.  I got it immediately.  For every house we have built or remodeled, I had very detailed inspiration photos that helped shape our new homes.  It’s even better than our own because we get to see our friend’s inspirations as well!

Real Simple magazine recently reported that it drove more traffic to their website than Facebook.  Pretty incredible.  Big name brands are jumping in – folks like Nordstrom’s, Land’s End, Etsy and more.  Some people say “Pin it” is the new “Google it”.

Pinterest now has more than 7 million unique visits per month. Pinterest drives more referral traffic (3.6%) than YouTube (1.05%), Google+ (0.22%), and LinkedIn (0.2%) combined, according to Shareaholic’s January 2012 Referral Traffic Report.  Okay, so Facebook, StumbleUpon, Google and Twitter still do a pretty incredible job.  But here is some of the power of Pinterest.  Collecting images rules at Christmas. Pinterest grew 44% from 2.5% of referral traffic in December 2011, after owning just 0.17% of the traffic in July 2011.

It looks like Pinterest users are primarily women (70%) because it is a place to house all of their interests.  But men could find it useful for do it yourself or home projects.

How Should Business Use It

Business should make sure all of their content includes terrific visuals that lend themselves to be pinned.  Make sure you know how to use Pinterest and use it consistently so that you are visible.  You can curate your content on boards that make it easy to find things.

Happy Pinning!

New Study: “Social Moms” Prefer Sleep and their Smartphone Over Sex

October 5, 2011 § 2 Comments

The Lipstick Economy and SocialMoms.com conducted a survey recently among members, Facebook fans, and Twitter followers to find out a little more about their usage, preference and attitudes towards social media and related technology.  And along the way we found out some really interesting things.

Here’s one that many moms can relate to:  More than half of the moms surveyed — 51% — said a full night’s sleep was the most important thing in their life — next to their children and significant other. Interestingly, smartphones and coffee ranked higher  than sex among this group.  Ask a few of the Moms you know – they will probably agree.

Social Moms are much more connected than the average American, making the study unique in understanding some of the most active, influential women in social media.  The study gives a unique perspective of influential segment of moms who use social media as their lifeline, both at home and on the go.

Social Moms Sphere of Influence:  More than 1,000 Twitter Followers and 100-500 Facebook Friends

Just over 43% of the social moms surveyed reported having more than 1,000 followers on Twitter. Roughly the same percentage of social moms have their own Facebook Fan Page and are very active on it (43%). Still, most respondents have somewhere between 101-500 friends on Facebook (61%).
Social Moms Are Blog Moms
When it comes to blogs, the majority of social moms read blogs (91%) and comment on blogs (86%). A large percentage of social moms write and keep their own blog (74%) and identify themselves as personal bloggers (65%). While close to half of social moms surveyed actually generate income from a blog (44%), only one-fourth consider themselves professional bloggers (25%).
Highlights of the Study
The majority of Social Moms own a smartphone (63%). The primary uses of smartphones (1-2 hours per day) are to stay in touch with family/friends (43%), for Facebook (34%) and to make calls (32%).

Three-fourths of Social Moms write/keep their own personal blogs and close to half even generate an income from it. Yet only one-fourth consider themselves professional bloggers.

•Twitter (56%), blogs (55%) Facebook Fan pages (40%) and Facebook (39%) are the most common social media used, and the ones growing in importance.  YouTube, LinkedIn and Google+ are very important to one out of three Social Moms.

•Some 43% of Social Moms have more than 1,000 followers on Twitter and 61% of Social Moms have between 100-500 friends on Facebook.

• Mobility is key – laptops, smartphones and WiFi are important tools among Social Moms.  Two-thirds of Social Moms own a smartphone and one-fourth own a tablet computer, such as an iPad.  Social moms also use smartphones (a few minutes a day) for managing schedules (39%), checking the weather (39%), photographs (38%), Twitter (31%) or for maps/directions (30%).

Most social moms use only about five mobile apps on a daily basis, despite many moms having 20+ installed on their smartphone or iPad.

• Email is still an important social connector for this group. Compared to a year ago, moms said they use Twitter (75%), blogs (71%), Facebook (69%), email (63%), online search (58%) and texting (50%) more now.

• Facebook ads are tolerated by social moms but seem less effective when it comes to driving actual purchases. This is not to say that Facebook ads cannot serve as a great tool to increase product awareness or “likes.”

Research Methodology
SocialMoms and The Lipstick Economy collected 733 responses, giving the study a margin of error of 4% at the 95% confidence level. The survey was fielded from  July 18, 2011 to August 30, 2011 using an online survey tool. Participant were given the opportunity to enter a random drawing for a $100 Amazon gift card as an incentive at the end of the survey.

The Demographics of a Social Mom
Most survey participants (62%) are stay-at-home moms and 38% are working moms. More than one-third are unemployed outside the home (37%), while one-fourth earn a part-time income (26%) and close to one-fifth are secondary breadwinners (18%).

Age distribution by generation, included:

  • Millennial moms: 20%
  • Gen X moms: 60%
  • Baby Boomer moms: 20%

Close to half of the Social Moms we surveyed had kids younger than 5 years old (52%) and/or kids 5-12 years old (49%). One-fourth had kids 13-18 years old (26%).

Social Moms is a Mom-powered news, insight and resource community of more than 32,000 online Moms.

Marketing to Women: Women Rule Social Media

June 27, 2011 § 1 Comment

Women rule in social media, spending more time, contributing more, using mobile more and buying more than men.  It’s true.  The new Pew study shows that women are spending more time on Facebook and Twitter.  In fact, Facebook and Twitter would be mere shadows of themselves without women.  Only LinkedIn has more male users.  So it seems women put the Social in Social Media.

Women make up over half of all social media users at fifty-six percent, and they are the leaders in emailing, instant messaging, blogging and photo sharing, as well.

The Female Facebook

Fifty-eight percent of all Facebook users are women compared to only forty-three percent men. It seems that both men and women are using Facebook in a different way now.  We are not updating our status as often, choosing to spend our time commenting on other members and hitting the Like button.  Currently sixteen percent of female Facebook users comment on posts several times a day compared to only eight percent of men.

Tweet like a Girl

Pew reports that women compose 64% of all Twitter users, compared to only 36% men.  And most of new Twitter users are female.  It seems that whether you use 140 characters or more, women are just more adept at social conversations, willingly sharing information to others, engaging in conversation and linking to others.

Social Media Users Double in Two Years

In just two years, the number of social media users has skyrocketed.  In 2008, only twenty-six percent of all adults and thirty-four percent of Internet users used social media. Just two-years later, forty-seven percent of all adults use social media and fifty-nine percent of Internet users now regularly frequent at least one site.

Facebook dominates the social network: 92% of  users are on Facebook; 29% use MySpace, 18% used LinkedIn and 13% use Twitter.  Fifty-two percent of Facebook users check their site one or more times a day, compared to Twitter where 33% users visit once a day or more.  And since men dominate LinkedIn, it’s definitely not as chatty.  Only 6% of users visit their site once a day or more.

Men have not continued to grow as social media users.  In 2008, forty-seven percent of social networking site users were men. Two years later, that rate has dropped to forty-four percent while the rate of female users has grown. Not surprisingly, Linkedin is the only social networking site that draws more male users, according to the survey.

Marketing to Women: Are the rich different from you and me?

May 11, 2011 § 1 Comment

The age old question does have some answers if we are talking about social networks and mobile activities – and it’s all good news for brand marketers.

According to a February 2011Affluence Collaborative survey, upper income internet users connect with brands on social networks for significantly different reasons than the general population. Their top reasons for affluent consumers to follow brands are a preexisting attraction for the brand and a desire to be kept informed about the brand.  This differs from the top reason for the general population to follow brands which is to receive deals and discounts.

The least-cited reason mentioned by all groups surveyed was to be entertained which means that all consumers are seeking some type of value in social engagement.

Facebook was the No. 1 social network used by all groups surveyed, but LinkedIn and Twitter attracted affluent internet users at nearly double the rate of the general population.

Affluents also prefer different social media networks than the general population.  Facebook was the No. 1 social network used by all groups surveyed, but LinkedIn and Twitter attracted affluent internet users at nearly double the rate of the general population.

On the mobile front, new data from mobile ad network Jumptap shows older, more affluent consumers are more apt to interact with ads than younger, less well-off mobile users. The 40-plus were almost five times more likely to engage with an ad than people below that age, and those making more than $50,000 were twice as likely to do so than people making less.

The research also found that 58% of mobile Internet users are getting content through their browser, compared to 42% via ad-supported apps.  In general, smartphone users are older and wealthier, which may explain the skew in interaction.

The importance in these findings is that branding never changes.  It’s the media tools that change.  A strong brand should always provide a reason for loyalty and invite engagement with its users.

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