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Women: The Ultimate Social
   Media Influencers
Part 1 of 2 in
  Women: The Ultimate Social Media
            Influencers
Women - why they are powerful social media influencers -
             and naturally “made” for it!
Presenters




 Brienne Torley         Paul Mulko
(Community Manager)   (Process Manager)
Objectives
  We will show you how to:

1)	

 How to identify Your social media
 influencers
2)	

 The Value of Your social media
 influencers, with real case studies
3)	

 How to increase Social Lift on your
 social media marketing campaign
2 Part Series



Part 1: Women - why they are powerful social
media influencers - and naturally “made” for it!

Part 2: Case Study - Girls Night Out -Colio
Wines.

A great example of how women are influencing
brand campaigns and disseminating brand
awareness.
What is It?
Identify & Track the economic impact of influencers on YOUR brand.

Generate & Track Social Lift.

Quick SEO landing pages for A/B testing.

Utilize tools to generate landing pages and responses.

Create & Manage Facebook contests.
What are Social Media
             Influencers?

{The 20% of your customers who actually bring 80% of the responders to
                     every marketing program!}

Influencers are a part of everyday life, including your social media marketing
     campaigns - it’s your choice to identify & engage them...or not...
Social Networking Category Reach by Worldwide
          Region for Females & Males
                                   May 2010
              Total Audience, Age 15+ - Home & Work Locations
                       Source: comScore Media Matrix




       Area                         Females                     Males
    Worldwide                          75.8%                    67.7%
   Latin America                       94.1%                    91.9%
  North America                        91.0%                    87.5%
      Europe
                                       85.6%                    80.6%
    Asia Pacific                        54.9%                    50.7%
Women as Decision Makers



   - Women consider various viewpoints, pulled from multiple sources,
     - think puzzle pieces that form a succinct puzzle,
     - a conclusion (both positive & negative) is then made.


- Think of a spider web - The initial idea or product is in the centre, with the various
permutations, worries and queries spiking out in a wide circle, forming a web of
connections and ideas, all beginning from a central idea. 


- It may take women longer to make a decision, but once they do, it is a well-thought out
one indeed.
A Woman’s thought process mirrors an
                Influencer’s Interactions
-Women multi-track when making decisions


-They disseminate the information on a brand or product to others, who then pass it
on to people in the network - creating SOCIAL LIFT


{80% of people are more likely to trust the opinion of
   a friend, as opposed to 20% who trust a brand.}

-Sharing is not only seen as a way to pass on the information to others, but also a way
to establish close relationships.
Women Consumers &
      Social Media
-Women have become the most prolific of these social media
influencers.

-Women represent 85% of all consumer purchases,

-Women comprise 63% of key social network membership,

-Women pass an average of 83 word of mouth conversations about
brands/products each week,

-Women are influenced by word of mouth in purchase decisions more
profoundly than men (53% vs. 45%).
Women:The Social Media Influencers
   “Women talk about brands they like, with a full 96%
  recommending products they like to others. This is an
   audience that every brand needs to connect with. If
marketing to women isn’t already a priority for your brand,
                     it should be”.
                     - The New York Times
LINKEDIN STATISTICS
  •	

 Average Age: 41
  •	

 Household Income: $109,703
  •	

 LinkedIn Users: Approximately 90,000,000 as of January 2011 in which 14,000,000 of it are Small-
       Business People.
  •	

 Female Users: 36%
  •	

 Household Income $100k+ 53.5%
  •	

 College Grad/Post Grad: 80.1%
  •	

 Business Decision Maker: 49%
  •	

 50% Are Business Decision Makers in Their Companies



TWITTER STATISTICS
 •	

 Twitter now has approximately 195,000,000+  registered users
 •	

 59% Twitter users are Women.
 •	

 New users are signing up at the rate of 300,000 per day.
 •	

 180 million unique visitors come to the site every month.
 •	

 75% of Twitter traffic comes from outside Twitter.com (i.e. via third party applications.)
 •	

 Twitter’s search engine receives around 600 million search queries per day

Source: http://www.huffingtonpost.com/2010/04/14/twitter-user-statistics-r_n_537992.html
Source: http://www.linkedstrategies.com/blog/linkedin-stats-why-you-must-master-linkedin.htm
FACEBOOK FACTS

People on Facebook:
  •	

 More than 600 million active users
  •	

 57% of Facebook users are Female
  •	

 50% of active users log on to Facebook in any given day
  •	

 Average user has 130 friends
  •	

 People spend over 500 billion minutes per month on Facebook



Activity on Facebook
 •	

 There are over 160 million objects that people interact with (pages, groups and events)
 •	

 Average user is connected to 60 pages, groups and events
 •	

 Average user creates 70 pieces of content each month
 •	

 More than 25 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.)
      shared each month.
“ … globally, women control nearly $12 trillion of
 the overall $18.4 trillion in consumer spending. By
      2014, women will control $15 trillion. ”
                  -Boston Consulting Group
Women: The Ultimate Social Media Influencers Part 1of 2
Questions?

 Please contact Brienne Torley at
btorley@whitecloudmarketing.com

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Women: The Ultimate Social Media Influencers Part 1of 2

  • 1. Women: The Ultimate Social Media Influencers
  • 2. Part 1 of 2 in Women: The Ultimate Social Media Influencers Women - why they are powerful social media influencers - and naturally “made” for it!
  • 3. Presenters Brienne Torley Paul Mulko (Community Manager) (Process Manager)
  • 4. Objectives We will show you how to: 1) How to identify Your social media influencers 2) The Value of Your social media influencers, with real case studies 3) How to increase Social Lift on your social media marketing campaign
  • 5. 2 Part Series Part 1: Women - why they are powerful social media influencers - and naturally “made” for it! Part 2: Case Study - Girls Night Out -Colio Wines. A great example of how women are influencing brand campaigns and disseminating brand awareness.
  • 6. What is It? Identify & Track the economic impact of influencers on YOUR brand. Generate & Track Social Lift. Quick SEO landing pages for A/B testing. Utilize tools to generate landing pages and responses. Create & Manage Facebook contests.
  • 7. What are Social Media Influencers? {The 20% of your customers who actually bring 80% of the responders to every marketing program!} Influencers are a part of everyday life, including your social media marketing campaigns - it’s your choice to identify & engage them...or not...
  • 8. Social Networking Category Reach by Worldwide Region for Females & Males May 2010 Total Audience, Age 15+ - Home & Work Locations Source: comScore Media Matrix Area Females Males Worldwide 75.8% 67.7% Latin America 94.1% 91.9% North America 91.0% 87.5% Europe 85.6% 80.6% Asia Pacific 54.9% 50.7%
  • 9. Women as Decision Makers - Women consider various viewpoints, pulled from multiple sources, - think puzzle pieces that form a succinct puzzle, - a conclusion (both positive & negative) is then made. - Think of a spider web - The initial idea or product is in the centre, with the various permutations, worries and queries spiking out in a wide circle, forming a web of connections and ideas, all beginning from a central idea.  - It may take women longer to make a decision, but once they do, it is a well-thought out one indeed.
  • 10. A Woman’s thought process mirrors an Influencer’s Interactions -Women multi-track when making decisions -They disseminate the information on a brand or product to others, who then pass it on to people in the network - creating SOCIAL LIFT {80% of people are more likely to trust the opinion of a friend, as opposed to 20% who trust a brand.} -Sharing is not only seen as a way to pass on the information to others, but also a way to establish close relationships.
  • 11. Women Consumers & Social Media -Women have become the most prolific of these social media influencers. -Women represent 85% of all consumer purchases, -Women comprise 63% of key social network membership, -Women pass an average of 83 word of mouth conversations about brands/products each week, -Women are influenced by word of mouth in purchase decisions more profoundly than men (53% vs. 45%).
  • 12. Women:The Social Media Influencers “Women talk about brands they like, with a full 96% recommending products they like to others. This is an audience that every brand needs to connect with. If marketing to women isn’t already a priority for your brand, it should be”. - The New York Times
  • 13. LINKEDIN STATISTICS • Average Age: 41 • Household Income: $109,703 • LinkedIn Users: Approximately 90,000,000 as of January 2011 in which 14,000,000 of it are Small- Business People. • Female Users: 36% • Household Income $100k+ 53.5% • College Grad/Post Grad: 80.1% • Business Decision Maker: 49% • 50% Are Business Decision Makers in Their Companies TWITTER STATISTICS • Twitter now has approximately 195,000,000+  registered users • 59% Twitter users are Women. • New users are signing up at the rate of 300,000 per day. • 180 million unique visitors come to the site every month. • 75% of Twitter traffic comes from outside Twitter.com (i.e. via third party applications.) • Twitter’s search engine receives around 600 million search queries per day Source: http://www.huffingtonpost.com/2010/04/14/twitter-user-statistics-r_n_537992.html Source: http://www.linkedstrategies.com/blog/linkedin-stats-why-you-must-master-linkedin.htm
  • 14. FACEBOOK FACTS People on Facebook: • More than 600 million active users • 57% of Facebook users are Female • 50% of active users log on to Facebook in any given day • Average user has 130 friends • People spend over 500 billion minutes per month on Facebook Activity on Facebook • There are over 160 million objects that people interact with (pages, groups and events) • Average user is connected to 60 pages, groups and events • Average user creates 70 pieces of content each month • More than 25 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month.
  • 15. “ … globally, women control nearly $12 trillion of the overall $18.4 trillion in consumer spending. By 2014, women will control $15 trillion. ” -Boston Consulting Group
  • 17. Questions? Please contact Brienne Torley at btorley@whitecloudmarketing.com

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