Marketing to Women: What Every Brand Needs to Know, By LeapFrog Interactive

AMA WebinarSeptember 15, 2010

#AMAPontiflex

Introductions

Speakers 3

Rick SmithDirector of National Accounts

Emily CarrollStrategic Planning + Consumer Insights

Suzanne BeaneVP, Media + Strategy

Emily Van WinkleCommunications + PR

Agenda

+ The female consumer 101

+ Shifts in marketing dynamics

+ Engagement marketing: Where to start

+ How women use social media

+ Successful campaigns & practical advice

+ A glimpse at the future: What’s upcoming in digital

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Setting the StageThe Female Consumer 101

The Female Consumer 101

+ Purchasing power and influence

85% of the household wallet

$7 trillion in consumer spending

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The Female Consumer 101

+ The driving force behind purchases in almost every category:

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91% new homes

66% personal computers

92% vacations

80% healthcare

65% new cars

89% bank accounts

93% food

93% OTC pharmaceuticals

Changing Marketing Dynamics

+ Movement from broadcast (one to many)

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BeforeBefore

Changing Marketing Dynamics

+ To engagement (one to one)

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TodayToday

Engagement: Where to start

+ User data is the first step

Before, marketers used to buy impressions, now they are focused on actual people.

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500 million users 75 million users46 million users

Email: 2 million Users

Facebook: 359,114 Users

Twitter: 25,000 Users

5 million plus moms 12 million plus email subscribers


+ Acquire user data from women on your website

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Site registration form

Facebook plug-in

OpenID


+ Acquire user data from women online, wherever they may be…

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Search ads



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Extend reach with sign up ads

• User signs up within the ad

• Pay per email/social user

• User data is sent from the publisher to the advertiser on the backend


+ Sign up ads are the most direct way to acquire user data

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Search

Sign-up form

Sign up ads

fallofffalloff



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Transparency is key with sign up ads

• Protect brand integrity

• Customize messaging

• Optimize by venue

• Allocate higher budgets to publishers that deliver more active social users

Brands using sign up ads to engage women:

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+ Once you get user data, use email as the gateway to social

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Source: Harris Interactive Survey September 2009

Q: In the last year, which of the following types of information, if any, have you ever provided online to receive special offers or more information from companies?

• 96% of people are willing to share their email address.

• Only 12% are willing share social media information.

Women’s Use of Social Marketing

How Women use Social Media

+As many as one-third of women aged 18-34 check Facebook when they first wake up, even before they get to the bathroom.

+21% of women age 18-34 check Facebook in the middle of the night.

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Source: The First Thing Young Women Do in the Morning: Check Facebook (STUDY)


+People spend over 700 billion minutes per month on Facebook

+The fastest-growing demographic is women age 55+, up 75% since September 2008

+While men make up the majority of Internet users worldwide, women spend 8% more time online, averaging 25 hours a month, to 3.9 hours for men

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Sources: Facebook Press Room. SFN report: Women 55 and older fastest-growing Facebook demographic. Study: Women use social media more.


+Women spend more time on social networking sites – averaging 5.5 hours per month

+76% of all women online visit a social networking site compared to 70% of all men

+Women comprise 47% of current mobile web users, and between 2008 and 2009, the number of women using the mobile web increased by 43%, compared with a 26% increase in the number of men

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Sources: Study: Women use social media more. Why Social Media Means Big Opportunities for Women.

Successful Campaigns 22

Successful Campaigns 23

Delivering Email & Social Success

Resources for Delivering Digital Campaigns

+ Know your audience

+ Understand their motivations

+ Be mindful of brand sentiment

+ Prepare to interact


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+ Fresh, more engaged consumer database

+ Deeper demographic/psychographic profile

+ Comprehensive snapshot of consumer engagement


+ Dynamic content capabilities

+ Ability to bridge offline and online

+ Ability to add mobile components

+ Digital convergence

+ Heightened capacity for interaction

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+ Reassurance that strategy and tactics are succeeding… or not

+ Insight into what may or may not be working

+ Timely alerts about change in sentiment

The Future of Digital Marketing

+ Growth of location based Social Marketing Tools and their affluent users

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Announcing a LBS any day

1 Million Users and Counting

Tag your tweets with location Collect kickbucks for walking into your favorite stores

Find the coolest parties – right now! Visit cool spots for virtual passport stamps


+ Mobile, Mobile, Mobile

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Over 1.2 billion mobile phones were sold last year, in the United States. 16% of them were Smartphones. By Christmas 2011, Nielsen estimates 1 in 2 Americans

will own a Smartphone.

Mobile 2011: According to a Kony Solutions Study, 69% of Fortune 500 companies will launch mobile solutions over the next year. Additionally, a Deloitte study found 21% of consumers claim they’ve used web-enabled Mobile phones during their shopping process.


+ Adoption of Social Media Management

Tools

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HootSuite manages Twitter, LinkedIn,

Facebook and Ping.fm


+ Media Convergence on the way

Convergence is the flow of content across multiple media platforms, the cooperation between multiple media industries and the migratorybehavior of media audiences who willgo almost anywhere in search ofthe kinds of experiences they want.-Henry Jenkins

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Questions?

Maury Hill, LeapFrog InteractiveVice President, Business Development

[email protected]

Rick Smith, Pontiflex, Inc.Director, National Accounts, Pontiflex

[email protected]

Marketing to Women: What Every Brand Needs to Know, By LeapFrog Interactive

Business

social media women

men women

number of women

women age

users facebook

social media people

active social users

engagement marketing