Weber Shandwick Profiles "The Women of Social Media": Second Segment in Study
of Digital Women Influencers
- Women of Social Media Enjoy Their Social Networks More Than Dating or
Spending Time with Partner -
- Yet, Four in Ten North American Women Are Defecting from Their Social
NEW YORK, March 4, 2013
NEW YORK, March 4, 2013 /PRNewswire/ -- Research released today by global
public relations firm Weber Shandwick identifies a sizable segment of North
American women who enjoy using their social networks so much that they prefer
socializing online over dating or spending time with their partner.
Weber Shandwick partnered with KRC Research to conduct Digital Women
Influencers, an online survey of 2,000 North American women. The purpose of
the study was to identify segments of women who are influential in social
media and to provide new and unique insights about the female market as
marketers and communicators evolve their strategies in this new era of digital
engagement. This latest installment of the multi-part study, The Women of
Social Media, dimensionalizes the segment of women who spend time using social
media and enjoy using social media, accounting for approximately 82 million
women in the U.S. alone.
"No successful brand these days can be without a social media engagement plan.
Nor can any marketer ignore the strength – in number and influence – of women
who use social media," says Marcy Massura, Director, Digital Engagement, Weber
Shandwick. "Our research reveals how invested these women are in their social
network communities and, based on the results, we offer food for thought to
marketers who want to engage these women and tap into their marketplace
Vital Social Statistics
86 Percent of North American women who have a social media account
Percent of North American women who are Women of Social Media. They
68 spend one hour or more each week on their social networks and, on a
scale of 1-10, rate their enjoyment of social networking a 5 or
82 million Approximate number of Women of Social Media in the U.S.
10.2 Number of times during an average month that a Woman of Social
Media "likes" or recommends products online
1,600 Average number of social connections a Woman of Social Media has
62 Percent of Women of Social Media who say they like that social
media lets them control who they talk to and when
24 Percent of Women of Social Media who say they would rather
socialize online than in person
Social Media's Emotional ROI
The Women of Social Media enjoy their online networks nearly as much as they
enjoy live social activities (75 percent and 77 percent, respectively) and,
notably, slightly more than dating or spending time with their partner (72
percent). In fact, one-quarter of Women of Social Media (24 percent) prefer to
socialize online rather than in person.
Added Massura: "Social media is where these women like to be and social
platforms connect them with products and brands. Marketers need to recognize
that social media is more than a channel for distributing coupons and
promoting sales, but an opportunity for building relationships."
The Cost of Disengagement
Nearly four in 10 North American women (38 percent) have decreased or stopped
their usage of one or more social networks during the past six months. Their
top reasons for social network usage disengagement are "just not
interested/lost interest" (59 percent) and "no time/too busy" (35 percent).
Marketers should not take decreased usage of a social media site lightly –
analysis conducted by SocialCode found that the average cost of acquiring a
Facebook fan is $9.56.
Defectors are younger than total North American women (22 percent vs. 14
percent, respectively, are 18-24 years old). These women are probably
experimenting with new platforms and therefore more prone to shifting their
allegiances. However, this is a vital demographic for social brand initiatives
and "chasing" these women from platform to platform could cost marketers
dearly. Defecting women wield more influence than the average woman,
particularly online, magnifying the importance of maintaining their engagement
Engaging the Women of Social Media
Given the emotional investment many women have in their social networks,
marketers should consider building more emotional ROI into their social media
brand platforms to keep these influential women engaged long-term.
Here are some easy to follow engagement strategies:
oMonitor your channels carefully to get to know your members. What are they
"liking?" What is their tone of conversation? What product websites are
they linking to? Develop a robust profile of your members so that when you
need to reach out to them, you are doing so authentically.
oDevelop engagement plans around your authentic knowledge of your members.
Experiment beyond contests and sale events. Base engagement programs
around your members' interests and sync them to your promotional calendar.
oFind the advocates among your members and help them build communities of
interest. Encourage them to bond with each other and your brand.
oContinuously evaluate and refine your engagement plans and activities to
help reduce defections and ultimately the cost of your acquisitions.
Develop defector strategies to bring them back to the platform they left.
A one-size-fits-all approach to social brand engagement program likely
oKeep in mind that not all women are mothers or wives. Be careful not to
fall into cliché content approaches that polarize the female experience.
Please visit our infographic for more insights about The Women of Social
About the Study
The online research was conducted with KRC Research in August 2012 among 2,000
women, ages 18 and over, in the United States and Canada. The margin of error
at the 95% level of confidence is ± 2.6 percentage points for Women of Social
Media and ±2.25 percentage points for total women. The first segment of the
study, The Power of the PANK®: Engaging New Digital Influencers, was a
co-branded report by Weber Shandwick with KRC Research and Melanie Notkin,
founder of Savvy Auntie® and the lifestyle brand designed around PANKs.
Released in late 2012, it assessed a large and overlooked segment of women
with considerable influence, both financially and digitally.
About Weber Shandwick
WeberShandwick is a leading global public relations firm with offices in 81
countries around the world.The firm has won numerous awards for innovative
approaches and creative campaigns including being named both The Holmes
Report's2012 Global Agency of the Year and the "Most Creative PR Firm in the
World," based on the agency's first-place finish in its "Creative Index," as
well as PR News' 2012 Digital PR Firm of the Year.Major practice areas
include consumer marketing, healthcare, technology, public affairs, financial
services, corporate and crisis management. The firm has deep, award-winning
expertise in social media and digital marketing that helps drive engagement.
WeberShandwick is part of the Interpublic Group (NYSE: IPG). For more
information, visit http://www.webershandwick.com.
About KRC Research
KRC Research is a full-service market research firm that specializes in the
kind of research needed for effective communications—communications that
reach, engage and persuade. A unit of the Interpublic Group of Companies
(NYSE: IPG), KRC Research offers the quality and custom service of a small
firm along with the reach of a global organization. For over 30 years, KRC
Research has worked on behalf of corporations, governments, not-for-profits
and the communications firms that represent them. Staffed with market research
professionals from the worlds of political campaigns, consumer marketing,
journalism and academia, we are flexible, practical, creative, knowledgeable
and fast, combining sophisticated research tools with real-world
communications experience. For more information, visit www.krcresearch.com
Jennifer Norton Rachel Manfredo
Weber Shandwick Weber Shandwick
SOURCE Weber Shandwick
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