#GenderSMM

1. Gender Gaps on Social Media Marketing
#GenderSMM
Hajin Choi
@hchoi37
Huanchao Tang
@veryhal

2. Index #GenderSMM
Social Media Trends
Research Objective & Theory
Gender Difference in Media
Qualitative Research
Mid-Conclusion
Case Studies: GE, Topshop, Uniqlo, Jaguar
Opinions
Conclusion & Recommendation

3. Internet Trends in the U.S.
87% of American adults use the
internet as of today.
90% of them have a cell phone.
58% have a smartphone.
73% of American internet users
use social networking sites.
(Source:PewResearchCenter2014,image:CorbisImage)
#GenderSMM

4. Social Media Trends
SM Usage by Age Group
Adults ages 18-29 = 90%
Adults ages 30-49 = 78%
Adults ages 50-64 = 65%
Adults ages 65&+ = 46%
Used social networking
sites in 2013.
#GenderSMM
(Source:PewResearchCenter-SocialMediaReport
2013)

5. Social Media Advertising Trends
Social Marketing = Mobile
The video opportunity
Native expansion
Social ads get more programmatic
Moving beyond the walled garden
Location makes a comeback
New venues, new ad opportunities
(source: http://www.emaketer.com)
#GenderSMM

6. Leading Social Networking Sites
Facebook is still the number one
active site.
Image-driven sites such as
Instagram and Snapchat are the
fastest growing sites.
#GenderSMM
(source:http://www.emaketer.com)

7. Research Objective
To analyze gender behaviors toward marketing messages in different social media platforms.
#GenderSMM

8. Interpretative and Interaction Theories
(Source: http://ow.ly/vn1cd)
Symbolic Interactionism
(Source: http://ow.ly/vui7m)
Communication Theories #GenderSMM

9. Research Questions
RQ1. Are women more attracted to image-driven social media practices?
RQ2. Do men tend to respond toward text-driven marketing tools?
RQ3. What is the best advertising practice to men and women in social media?
#GenderSMM

10. Gender Difference in Media
“Females are more expressive and can send
messages more clearly via using nonverbal
clues” (Dennis, Kinney & Hung, 1998)
#GenderSMM
“Women are more likely than men to express
agreement or ask for another’s opinion, to provide
nonverbal or back-channel support for other
speakers, and to use other conversational devices
that serve to draw out one’s conversational partner”
(Eakins, 1978）

11. Gender Difference in Media
“Men are perceived to make faster decisions and
more likely to achieve as much information as
possible.” (Maguire, 1998).
#GenderSMM
“Young men reveal early signs of “networking
fatigue” with declining interest in participating in
social media communities.” (Clipson, Wilson and
DuFrene, 2011)

12. Gender Difference in Media #GenderSMM
Women
● Decode, understand, and use nonverbal
cues better than men
● Focus more on social-oriented activities
● Understand other’s gestures and facial expression
better than men
● Maintain relationships and develop intimacy
by driving conversation
● Use social media for self-expression and
connecting with friends and family
Men
● Focus more on task-oriented activities
● Use social media for news sources and
networking with professionals
● Intend to achieve certain goals by
communications
● Have clear purposes in using media

13. Gender Difference and the Use of Social Media
“Women tend to use social media in order to self-publish, self-represent, and have a voice in the
public sphere.” (Humphrey and Vered, 2013)
Male Female
Message Text-Driven Image-Driven
Purpose Task-Oriented Relationship-Oriented
#GenderSMM

14. SNS Usage Based on Gender Difference
(Source:digiday.com)
#GenderSMM
71.4% Pinterest users are female
as of December 2013.

15. Online Survey #GenderSMM
Which social media platform do you think is the most masculine vs feminine?
Masculine Feminine

16. SNS Usage Based on Gender Difference
(Source: http://www.govtech.com/)
#GenderSMM

17. The Reason for Using Social Sites - Men
(Source: internetsericeproviders.org)
#GenderSMM

18. The Reason for Using Social Sites - Men
(Source: internetsericeproviders.org)
#GenderSMM

19. The Reason for Using Social Sites - Women
(Source: internetsericeproviders.org)
#GenderSMM

20. The Reason for Using Social Sites - Women
(Source: internetsericeproviders.org)
#GenderSMM

21. Compare Social Networking Sites #GenderSMM
Google+
Instagram
PinterestLinkedIn

22. Compare Social Networking Sites #GenderSMM
v
Brands have to consider the
main marketing objective to
choose different social media
platform to express their
campaign.

23. Men are the most active users in content-driven sites.
Linkedin & Google+ is the perfect platform to achieve their goals rather than
interacting with other users.
Women are very active in relationship-oriented sites.
Pinterest is still the number one female-driven social media because its nature.
#GenderSMMMid-Conclusion

24. GE on LinkedIn
#GenderSMMCase Study - GE

25. Brief: To enhance GE’s reputation as a thought leader in
the energy and healthcare industries.
Solution: Use LinkedIn to reach potential buyers - heads of
companies. Thus, a serious, powerful, accountable,
responsible, straightforward, and masculine voice was
needed.
Results: Average of 6% interaction rate with Content Ads
on LinkedIn generating over 1,300 unique content
downloads. There are high levels of conversations, virality,
and traffic for initiatives on LinkedIn due to relevant content
and voice of male-driven brand.
#GenderSMMCase Study - GE

26. #GenderSMMCase Study - Jaguar

27. Brief: As a re-modernized high-end automobile brand,
Jaguar wanted to engage with professionals and business
buyers to show that these prestigious cars are within their
reach.
Solution: Jaguar was maintaining consistent brand voice
through LinkedIn regarding social media campaign. Jaguar
created a Company Page on LinkedIn as an online
showroom for the brand. More importantly, Jaguar doubled
the chance to reach out potential buyers via LinkedIn. The
brand was able to reach high-value businessmen, such as
C-level executive and generate earned media through their
recommendation.
Results: Jaguar has more than 13,000 followers and more
than 420 member recommendations. It has successfully
turned followers into brand advocates on LinkedIn.
#GenderSMMCase Study - Jaguar

28. (Source: http://www.aiga.org/)
#GenderSMMCase Study - Uniqlo Storm
Brief: Build national awareness of the japanese brand,
and introduce the pinterest community to UNIQLO.
Solution: simply creating buzz interaction on
Pinterest.
Results: UNIQLO earned more than 6 million
mentions on Twitter, and garnered 55 million earned
media impressions. Uniqlo+Pinterest was featured by
64 media outlets, including blogs like Mashable, Adage
and Business Insider. This added 37 million media
impressions.

29. #GenderSMMOpinions
“A platform like Pinterest seems to attract more women in
that it offers the opportunity to create pin topics like recipe
pages, wedding pages.”
Jacqueline Colette Prosper
Editor and Social Networking Strategist
Linkedin
Elizabeth Lilly
Social Media Strategist Robin Baron Design
@Elizabeth_Lilly
“There's definitely a gender gap in Pinterest, as it is mostly
populated with women. I'd say it's the most apparent
amongst social media platforms. If you're trying to drive
commerce in women, it would be wise to use Pinterest.”
Ellen Yang
Social Media Strategist at Coffee Meets Bagel
San Francisco, California
Linkedin
“The most important factor to consider when choosing a
platform to target men is probably quantity because men
likes to see a lot of options vs women prefer quality of
how useful it is.”

30. ● Women are more attracted to image-driven social media practices.
● Men tend to respond toward content-driven marketing tools.
● Understanding the gender gap is essential for marketers to develop strategies.
● Brands should understand the gender gap when planning social media campaign.
#GenderSMMConclusion

31. What is the best advertising practice to men and women in social media?
Share your opinion on Twitter using #GenderSMM, Thank you!
#GenderSMMConclusion