Be sure to check out the audio archive: http://socialmediatoday.com/484464/audio-archive-women-and-social-media

1. BlogHer

2. Social Media Today presents:
Women and Social Media:
Passion + Purpose= Conversion
Brought to you by
BlogHer

3. How to Participate
• Submit your questions in the GotoWebinar
presentation window
• Follow along and share your thoughts on Twitter
at #SMTlive
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4. About the Moderator
Maggie Fox is the founder and CEO of Social Media Group,
established in 2006 and one of the world’s most highly
respected independent agencies helping business navigate the
socially engaged Web. Pioneers in their field, Social Media
Group has helped some of the best-known brands in Europe
and North America get social, including Ford Motor Company,
SAP, RBC, 3M and Thomson Reuters. Maggie has been
interviewed about social media by Inc. Magazine, The
Washington Post, CBC Radio, The Globe and Mail, CBC News,
CTV News and The Financial Post, among others. In 2009 she
was named one of the Top 100 Marketers in Marketing
Magazine's 100th Anniversary Edition, and in 2011 The
National Post named her one of Canada's Top Innovators.
Maggie also sits on the boards of The Empire Club and
ConnectedN.com
BlogHer

5. About the Panel
Elisa Camahort Page is a co-founder of BlogHer, Inc., and serves as the company’s COO. Elisa
leads events, marketing, public relations and research for the company and with her
leadership, the BlogHer conference business has grown from one conference to many
diverse events that draw thousands of attendees. Elisa’s expertise has resulted in coverage
by leading media outlets, including the New York Times, the Washington Post, Advertising
Age, Forbes, Fast Company, CNN, The Today Show and the Wall Street Journal. Prior to co-
founding BlogHer, Elisa was a high-tech marketing executive and consultant. Elisa has been
honored as an NCWIT Hero and as one of the AWM's Sixty@60 and serves on numerous
advisory boards in the tech and media space.
BlogHer

6. Women and
Social Media in 2012
©Copyright BlogHer Inc.

7. In February 2012, BlogHer worked with leading market
research and analysis firm Vision Critical and our own
network of 37MM unique visitors to ask over 2,000 women
how they use social media tools and why
BLOGHER SAMPLE TOTAL U.S. ONLINE POP
Survey fielded across network Survey fielded on Vision
of 3,000 blogs & 37MM+ audience Critical online panel
N= 1,060 women and 21 men N=1,011 women and 500 men
Total: 1,081 aged 18-76 Total: 1,511 aged 18-76
TOTAL combined sample of 2,071 women
© 2012 Women and Social Media Study by BlogHer 7

8. What 2,000 women told us:
Do you want more confidence
that your relevant messages
will actually convert into action?
Talk to bloggers.
© 2012 Women and Social Media Study by BlogHer 8

9. Blogs’ influence and trust level
drive purchase intent
© 2012 Women and Social Media Study by BlogHer 9

10. No other source is
as trusted by its active users
“Do you trust the information and advice that you BLOGHER SAMPLE
get from the following sources?” TOTAL U.S. ONLINE POP
Blogs | Facebook | Twitter | Pinterest
98%
86% 85% 85%
81% 73%
81%
67%
yes yes yes yes
BLOGS
Source: 2012 Women and Social Media Study
U.S. Total Online Population Sample vs. BlogHer Network sample ; active users of each media
source
Vision Critical US Total Online N = 1,011; BlogHer sample N = 1,060; Active blog users © 2012 Women and Social Media Study by BlogHer 10

11. We purchase based on trust, and
blogs drive highest percentage conversion
from trust to action
“Have you ever made a purchase based on a BLOGHER SAMPLE
recommendation from…?” TOTAL U.S. ONLINE POP
Blogs | Facebook | Twitter | Pinterest
87%
61% 54% 53%
47%
33% 30% 31%
yes yes yes yes
BLOGS
Source: 2012 Women and Social Media Study
U.S. Total Online Population Sample vs. BlogHer Network sample; active users of each media
source
Vision Critical US Total Online N = 1,011; BlogHer sample N = 1,060 © 2012 Women and Social Media Study by BlogHer 11

12. Blog readers prefer blogs for information.
Facebook is our source for play and friendship
“For each of these categories, which online source
is best suited for your purposes?” TOTAL U.S. ONLINE POP
BLOGS FACEBOOK
To help make purchase decisions 36% 17%
To get product information 37% 17%
To seek advice and recommendations 39% 35%
To find out about new products 41% 24%
To have fun 41% 77%
To contribute to a community 28% 41%
To stay up to date with friends and family 20% 87%
For entertainment 50% 69%
Source: 2012 Women and Social Media Study
U.S. Total Online Population Sample vs. BlogHer Network sample
Vision Critical US Total Online N = 1,011; BlogHer sample N = 1,060; Active blog users © 2012 Women and Social Media Study by BlogHer 12

13. Trend watch: In less than one year,
Pinterest has adoption to match Twitter,
and relevance to beat Twitter
“For each of these categories, which online source
is best suited for your purposes?” TOTAL U.S. ONLINE POP
Twitter Pinterest
To help make purchase decisions 21% 18%
To get product information 18% 26%
To seek advice and recommendations 29% 30%
To find out about new products 24% 39%
To have fun 47% 58%
To contribute to a community 33% 32%
To stay up to date with friends and family 39% 13%
For entertainment 51% 54%
Source: 2012 Women and Social Media Study
U.S. Total Online Population Sample vs. BlogHer Network sample
Vision Critical US Total Online N = 1,011; BlogHer sample N = 1,060; Active blog users © 2012 Women and Social Media Study by BlogHer 13

14. BlogHer vs. General Population media usage:
What’s mainstream?
BLOGHER SAMPLE
TOTAL U.S. ONLINE POP
97% 94% 93%
84% 85%
75%
62%
46%
Blogs Facebook Television YouTube
Source: 2012 Women and Social Media Study :
U.S. Total Online Population Sample vs. BlogHer Network sample
Vision Critical US Total Online N = 1,011; BlogHer sample N = 1,060 © 2012 Women and Social Media Study by BlogHer 14

15. BlogHer vs. General Population media usage:
What’s simmering?
BLOGHER SAMPLE
TOTAL U.S. ONLINE POP
78% 75%
40% 39% 41%
21% 22%
14%
Mobile Apps Twitter Online Coupons (e.g.Location Apps (e.g. Foursquare)
Groupon)
Source: 2012 Women and Social Media Study :
U.S. Total Online Population Sample vs. BlogHer Network sample
Vision Critical US Total Online N = 1,011; BlogHer sample N = 1,060 © 2012 Women and Social Media Study by BlogHer 15

16. BlogHer vs. General Population media usage:
What’s leading edge for 2012?
BLOGHER SAMPLE
TOTAL U.S. ONLINE POP
77%
43% 43%
21% 19%
11%
Social Social
shopping sites photo apps
(e.g. Etsy) (e.g. Instagram)
Source: 2012 Women and Social Media Study :
U.S. Total Online Population Sample vs. BlogHer Network sample
Vision Critical US Total Online N = 1,011; BlogHer sample N = 1,060 © 2012 Women and Social Media Study by BlogHer 16

17. Key takeaways for marketers
1 With social media gone mainstream, our
motivations to use different tools are diverse
2 Content helps deliver value, not distraction.
Content assets deliver long-term value
Deeper trust drives
3 better conversion into action
© 2012 Women and Social Media Study by BlogHer 17

18. Thanks for Joining Us
• This webinar will be available on-demand at
www.SocialMediaToday.com. Stop by to
learn more and share your comments.
• Connect with our panelists on Social Media
Today using the search function:
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19. Join us April 10th for…
From Monitoring to Loyalty to Impact:
The Total Life Cycle of the Social Customer
• Register at:
http://socialmediatoday.com/social-customer-lifecycle
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