An Introduction To Social Media Women in Social Media
An Introduction To Social Media Women in Social Media
By Anish Shah
VCU Brandcenter | Creative Brand Management Track
03/31/2009 | www.anishvshah.com | [email protected]
What is
Social
Media?
Social Media isn’t media in traditional sense. All
the traditional media — print, broadcast, search, and so on — provide
platforms for delivery of ads near and around relevant content.
When you engage in social media, you enter into an unspoken social
contract. You are in a relationship; it goes both ways. Respect and
trust must be earned.
Social
AUDIO
Media
COLLABORATIVE TOOLS
VIDEOS
BLOGS PHOTOS
MICRO-BLOGS
Internet Usage...
100
Makeup of adult internet
91% 90% population by age
75 79%
50 56% 4%
7%
30%
13%
25 29%
0
18-30 31-42 43-61 62-71 71+
US Adults who use the internet, June-September 2007 (% respondents) 22%
23%
As of July 2007, 83.8 million people were in the 25-to-44-year-old
age bracket. During the the same time, It was estimated that a full
90% of this group used the Internet.
18-32 33-44 45-54
Instant Messaging
Email, to mainly
Social Networking
stay in touch
Applications
Internet is more
View internet as a form
utilitarian
of entertainment
tool for banking, shopping
e.g Video Sharing,
and researching their
gaming, downloading
health
music, reading blogs, etc.
Americans on Internet
Female
The future of social media is going to be all about the women. So if
you're going to create the next hot Web 2.0 site and you want it to
go viral, you'll target women. -Auren Hoffman, Business Week, Special Report, May 19 2008
According to a Rapleaf
Interesting Insights
study, while both sexes
still use social •Facebook, MySpace & Flixster are extraordinarily popular with men &
networking sites in huge women in their 20’s.
numbers, women far
outpace the men.
•Men above 30—especially married men—aren't even joining social
networks.
•Women between ages 35 and 50 are the fastest-growing segment.
•Men keep gravitating to transactional sites, especially those that make gaining access to news,
sports, and financial information easier
•Women's behavior online, on the other hand, is less transactional and more relationship-driven.
They spend more time on social networks building
relationships, communicating with friends, and
making new friends.
•Married women use social networks to share
pictures and treat their network profiles as family
home pages to share with friends and relatives.
About
women &
Social Media
a look at some existing social networks targeted towards women
Some very valuable
Information
Information sources ranked by percent
sources ranked
of moms indicating is was very valuable
by moms
Source: survey conducted by Compass Partners LLC, 2007, - Forrester Report on Brandweek, October 2008
Forrester Research October 2008
The Social Technographics
ladder according to how they use technologies.
Social Technographics classifies people
Publish a blog
Publish your own web pages
Upload video you created
Creators
Upload articles/stories & post them
Write articles or stories & post them
Creators make social Critics respond to
content go. They write content from others. They
Post ratings/reviews
blogs or upload video, post reviews, comment on
music, or text blogs, participate in Comment on someone else’s blog Critics
Contribute to online forums
forums, and edit wiki Contribute to/edit articles in a Wiki
articles
40 42
39 Collectors
37
34
32 33
27 Use among 35-44
20 22 21 22 22
24 year-olds is
21 21
19 growing rapidly, Joiners
particularly among
“critics”, “joiners”
0
and “spectators”.
Creators Critics Collectors Joiners Spectators Inactives
Spectators
Male Female Not Specified
Inactives
Source: Forrester Research, Inc. 2008. Base: Forrester's North American Media & Marketing Online Survey, Q2 2008, 5,002 respondents.
Brands in
Social Media
a snap shot of brands in social media
Graco has built a community around it’s products.
They have taken their strategy one step further by
introducing offline marketing in the form of
Flickr
community gatherings.
Graco Blog The pictures from these meet-ups are posted to the
Flickr page, further humanizing the community
around the product.
http://eondm.com/graco/web/MemberMap.php
Barack Obama's online campaign for 2008 presidential elections
Starbucks created this site
to connect with customer
& get a better handle on
consumer feedback.
MySpace Profile
Digits Community
Virtual Character
Facebook
Monitoring
Reputation
Some tools to monitor brand’s reputation
1. Google Alerts 4. Social Comments
Google Alerts are email updates of the latest
relevant Google results based on your choice of
query or topic. You can subscribe to each alert
through email and RSS. The alerts track blog posts,
news articles, videos and even groups.
5. Twitter
6. Interactive Search
Filtrbox only delivers the most relevant, credible
mentions of things you need to track. Its “FiltrRank”
technology scores content based on three dimensions:
contextual relevance, popularity and feedback.
Backtype is a tool for monitoring blog comments. If
- Free Trial: 15 days. [www.filtrbox.com].
people commented on various blog posts, citing your
- Pricing range from $10 - $50 / month
name, you never used to have a way of tracking it,
until now. [www.backtype.com]
Source: http://mashable.com/2008/12/24/free-brand-monitoring-tools/
Search the
7. Social Search “mentions” in all
categories!
Tag cloud on
mentions on
blogosphere
The results are aggregated from the top social media sources, such as Flickr,
YouTube, Digg, Delicious, Twitter and more. Like the other services, you can
subscribe to your results by RSS or email. Other social search engines include Serph
and Keotag. [www.socialmention.com] [www.serph.com] [www.keotag.com]
things to remember:
Be transparent. Share the good and the bad.
Be real & authentic. People want to connect with real people, not with plastic
packaged images.
Don’t breach the social contract by doing nothing but selling your wares.
(remember, social media is about interaction & building relationship)
Take interest in others and share valuable information, even if it doesn’t benefit
you directly.
Listen. You can learn a lot.
Be patient. Let things grow organically.
Viral campaigns can and do work, but they are the exception to the rule. (In
other words, only the masses have the power to deem something viral).
Being active on Twitter is great but tracking and seeing who’s mentioning you,
is the next step. Social media allows for the possibility of great customer
service, and with it, better brand loyalty.
Social Media is continuously changing, adopt quickly to leverage opportunities.
s o c i al
y o u r
o t i n g v es
Pr o m it i a t i
d i a i n i n g It is very important to get the
m e v ert i s
h a d to
th r o u g
at d e a l whole organization behind it
a g r e
he lp s p l e , so before you prepare to get into
h pe o y
re a c s v e r
c i n gi Social
M social media
balan portant canno edia
t be
im silo’d
fro
compa m
ni
broade es
r
marke
ting No matter what you
activit
ies are out there to say,
consumers will
interact in any way
they want to.
Social
e r t a i n i n g you
More en t Marketing has
, b e t t e r i t w orks low media cost,
get
but high man
power demands
- Amy Worley, Director Digital Marketing, H&R Block, discusses the triumphs and pitfalls of H&R Blocks’ first ever social marketing initiative -
The four step approach
to social strategy
The POST Method