How to Reach Women in Social Media
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How do you reach women in social media? Perhaps the 5 Love Languages have some insight. Presentation given by Esme Infante Nii of Moms in Hawaii, Gwen Woltz and Karen Weikert of Wahine Media at Hawaii Social Media Summit 2011 on October 19, 2011
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How to Reach Women in Social Media
- 1. How to reach WOMEN through SOCIAL MEDIA
- 2. Why is reaching women important?
- 3. Women make 85% - 95% of all household SPENDING decisions
- 4. Women make 85% - 95% of all household SPENDING decisions That’s $2 TRILLION dollars for U.S. brands alone
- 5. MARKETING is no activity a catch-all longer
- 6. MARKETING is no activity a catch-all longer Women’s online habits and preferences differ dramatically from men’s
- 7. men women & online
- 8. men women & online Connect with only family and friends 39% 51% 0 15 30 45 60 men women source: Anderson Analytics
- 9. men women & online Talk about what they’re doing now 58% 74% 0 20 40 60 80 men women source: Anderson Analytics
- 10. men women & online Post pictures of family and friends 60% 74% 0 20 40 60 80 men women source: Anderson Analytics
- 11. what women love social media about
- 12. what women love social media about Staying in touch with friends 87% 0 23 45 68 90 Staying in touch with family 75% 0 20 40 60 80 source: Anderson Analytics
- 13. what women love social media about Sharing photos/videos/links with others 87% 0 23 45 68 90 Social media is relaxing 57% 0 15 30 45 60 source: Anderson Analytics
- 14. the five love languages
- 15. the five love languages Words of affirmation Quality time Receiving gifts Acts of service Personal touch
- 17. words of affirmation Build personal connections—don’t just advertise
- 18. words of affirmation Build personal connections—don’t just advertise Tell stories—“talk story”
- 19. words of affirmation Build personal connections—don’t just advertise Tell stories—“talk story” Listen, then prove you listened
- 20. words of affirmation Build personal connections—don’t just advertise Tell stories—“talk story” Listen, then prove you listened Use our language
- 21. LOL brilliant you go! fabulous giggle ;-) xoxo hugs grins smiling :-p excited wonderful :-o waving language Women use
- 23. just because you’re NOT a Woman doesn’t mean you can’t reach them
- 24. quality time
- 25. quality time Invest proper resources and time
- 26. quality time Invest proper resources and time Abandoned channels = frustrated, lost customers
- 27. quality time Invest proper resources and time Abandoned channels = frustrated, lost customers Respect women’s time crunch
- 28. quality time Invest proper resources and time Abandoned channels = frustrated, lost customers Respect women’s time crunch Be honest, transparent & straightforward
- 29. quality time Invest proper resources and time Abandoned channels = frustrated, lost customers Respect women’s time crunch Be honest, transparent & straightforward Admit when you’re wrong or want to improve
- 30. quality time Invest proper resources and time Abandoned channels = frustrated, lost customers Respect women’s time crunch Be honest, transparent & straightforward Admit when you’re wrong or want to improve Make communication lead to tangible results
- 31. Conversation = results Experienced unsatisfactory conditions When owner was notified, he took the time to listen Took the time to remedy the complaint Went above and beyond by inviting back to prove change was made
- 32. Zappos Women love shoes Time saving features: 90K shoes in one place Free two-way shipping Warehouse open 24/7 Upgrades for repeat customers Unbeatable customer service
- 33. receiving gifts
- 34. receiving gifts Reward women’s brand loyalty
- 35. receiving gifts Reward women’s brand loyalty Understand women’s financial pressures
- 36. receiving gifts Reward women’s brand loyalty Understand women’s financial pressures Consider contests, giveaways, money-saving offers
- 37. receiving gifts Reward women’s brand loyalty Understand women’s financial pressures Consider contests, giveaways, money-saving offers Make perks meaningful; consider the audience
- 38. @yaJagoff First contact asked for advice Engaged and included in #FF Rewarded with a t-shirt, but asked for a picture of the shirt in return—fun and smart! His reward was far greater than his gift—he was voted as top 10 blogs in P.A.
- 39. acts of service
- 40. acts of service Remember: it’s not all about you or your brand
- 41. acts of service Remember: it’s not all about you or your brand Share other’s content just for the sake of sharing
- 42. acts of service Remember: it’s not all about you or your brand Share other’s content just for the sake of sharing Remember what’s important to others
- 43. acts of service Remember: it’s not all about you or your brand Share other’s content just for the sake of sharing Remember what’s important to others Commit to fixing problems—back it with action
- 44. Oxtail soup Soup was not as good as usual When complaint was tweeted, a response was timely Apology was given Promise to improve was made On return visit, huge improvement was tasted
- 45. physical touch
- 46. physical touch Create opportunities to meet IRL
- 47. physical touch Create opportunities to meet IRL Touch over the miles with video, live streaming
- 48. physical touch Create opportunities to meet IRL Touch over the miles with video, live streaming Use pictures of yourself in your profile
- 49. physical touch Create opportunities to meet IRL Touch over the miles with video, live streaming Use pictures of yourself in your profile Send personal letters, DMs or special perks to say “thanks”
- 50. Bringing it all together Goal: Promoting heart health for women in multidimensional, meaningful, lasting ways Words: expert article, forum discussions Gifts: Queen's/MIH team shirt, Moms In Hawaii logo merchandise Quality time/Acts of service: AHA Heart Walk Personal touch: Zumba classes
- 51. otherwords in Speak our language Tell us a story & listen to ours Reward our loyalty Respond to our requests Be authentic & real And lastly, make us laugh!
- 52. Keep in touch! Esme Infante Nii Moms in Hawaii @EsmeInfanteNii http://MomsInHawaii.com facebook.com/MomsInHawaii @_MomsInHawaii Karen Weikert Wahine Media @KarenWeikert http://wahinemedia.com facebook.com/wahinemedia Gwen Woltz @wahinemedia @gjwahine