Based on some research from the guys at Nielsen, Pew Research and ExactTarget, the two companies Financesonline.com and Ruby Media Corporation published some interesting facts and figures that are highlighting the different usage of social media and mobile by men and women.
According to the infographic, in general women are more likely to do networking and use social media for relationship, sharing, entertainment and self-help. Men are more fact-driven and look after deals and information, and on the mobile site are more open to scan coupons and QR codes. Men are using social media predominantly for business (27%) and just (13%) for dating. Whereas women are much lower engaged in these two topics with business coming in at 22% and dating only at 7%.
The infographic makes clear that on Facebook, photos and videos (54%) and entertainment or funny posts (43%) are of interest for women, while only 39% and (35%) of men are viewing them. Women are more active in sharing on facebook as well: 50% share with multiple people (men only 42%).
Many marketers ask themselves (and often us) how to work with social influencers or blogger advocates. How can you get them to the some word-of-mouth promotion for your brand, how to spread the word about the company, or just to help on doing some nice networking. The team from SocialChorus gives some advice with their latest infographic on blogger advocates.
According to their opinion and advice, companies and brands should watch out that the blogger advocate of interest has got at least a social reach of 2,500-25,000 contacts on Twitter and a highly engaged audience. Furthermore, they should be „interested in brands that reflect his or her audience’s interests“. From a verticals point of view, the most popular verticals for blogger advocates come from parenting, women’s lifestyle and food. To be fairly honest,
I was a bit surprised that the tech industry was just getting some 4,8% of mentions as most of these people are in the social media platforms for quite a while, and usually these people are quite engaged. Seems this is not a big vertical when it comes to spreading the message about brands.
However, each vertical can also have some subcategories which means that it could be covered but under a different vertical like i.e. consumer interest. Not surprisingly, the typical women’s lifestyle blog is around beauty, fashion, and design/DIY, while the males‘ one will focus more on auto, sports, tech or entertainment.
To be fair, I have to say that I doubt that the number of 2.500+ contacts qualifies for some great advocate impact (maybe more for an influencer), or whether it is not more the people behind those contacts that count. Marketers should also be careful with the „engaged audience“ as sometimes people get followed as of their unique content. They get high figures in „automated response“ but they might not be the most conversational, still fully respected people.
Hey, who said blogger advocacy was easy? Any further ideas on the topic, feel free to share…
dmexco 2013 is over.
The growth trend of the digital marketing show is impressive and continues to write a promising history.
Visitors: 26.300 – increase by 16% compared to 2012
Exhibitors: 742 – means over 164 exhibitors more than 2012
International attendance: approx. 25% of visitors and of exhibitors
Satisfied visitors: More than 80% were happy with the event and exhibitor presentations
Future of Digital Marketing
1. „The era of digital marketing is over. It’s almost dead. It’s now just brand building.“ Marc Pritchard, P&G http://bit.ly/15eHlWR (Tweet by Armando Alves) – Watch Closing Keynote Day 1
Future of the Moment
2. „Twitter is a reflection of our individual and shared moments, which is why it gives all of us, including brands, the opportunity to engage and to act. In short, it allows us to be in the moment.“ (Quote by Katie Stanton) – Watch Closing Keynote Day 2
In another year as a co-moderator of the dmexco conference program, it was a great honor to moderate
the „Women Leadership Table“ for the second time – this year Denise Colella (Maxifier), Noelia Fernández Arroyo (Yahoo!), Anne Frisbie (InMobi) and Ashley Swartz (Furious Minds) attended. Thank you ladies, you were smart and know why analytics, mobile, social, and content seed the future of brand success.
The moderation of the panel „Realtime Branding“ (Social Media) was a great pleasure for me. Here we had Sarah Wood (Unruly), Surjit Chana (IBM), Brian Goffman (LinkedIn), Holger Luedorff (Foursquare) and Markus Spiering (Flickr/Yahoo!) at the dmexco bar table. Learnings? If there was a network with a limitation of 50 words, they would be able to manage it perfectly. Just watch the debate until the end to get their expert view on what you as a marketer should invest in to leverage social media.
The challenges for brand marketers haven’t changed massively since 2012. Big Data is still rocking and not yet fully understood in companies in terms of how to make use of it in the future. In case they are seeing the benefit, they still need to hope for a value chain between publishers, agencies and the LUMAscape players to cope with the evolution of adtechnology – and some will still try to find an agency to manage the data for them. Marketing and cloud services might become a new opportunity to analyse and measure the data for a clever strategy between going to market with long-term „content strategy“ (community, monitoring, pull) and the short-term „campaign“ (banner, SEO, push) approach – whether in social commerce, mobile or social. The digital future will remain exciting – stay tuned.
Looking forward to the next dmexco in Cologne, September, 10. and 11., 2014 – CU there!
Obviously, there is a difference when targeting men and women. Their purchase behaviour differs in many ways. Who is searching more for coupons, bargains or the latest gadets? According to a report by Microsoft, marketers should have an eye on the right mix between banner advertising, search engine optimization (SEO) or pay-per-click (PPC) tactics in order to address and find men at the right time with the right content in the right context.
Many men, especially young dads (between 25 to 40 years), are influenced by the impact of social networks, according to the report by Performics which we reported quite a while ago. Interestingly enough, 58% of them use four or more sources for their purchase decision. Utilizing social media with story-telling about products and services will make the appropriate impact on men, will give them insights on how companies and brands against their competitors.
Check the infographic published by Brian Honigman and have the 10 stats in mind for the next marketing campaign or tactics when addressing the male audience when your business wants to influence the purchase behavior of men.
PS: If you are interested to see the difference to women, you might have a look at the latest Blogher study here…
Millennials book their flights, hotels and probably would love to buy their drinks via their mobiles. They all get information in realtime. And the rest of the world? Do they also have acces to the world’s latest buzz, deals and chatter? One of the latest studies by the media network and publisher for women BlogHer states that our dependance on mobiles is massively increasing. Women manage and engage via our mobiles in all aspects of life – not important which generation it is. And if they don’t know, how can we know…?
They released some infographic that summarizes the results of their second annual consumer electronics study from December 2012. The stats are showing that we are all the mobile generation now. The study wanted to know when women of different ages usually buy electronic gadgets, what they love most about mobiles but also if fears accompany their mobile dependence.
From these findings, they define three female mobile profiles…
The Recession Millennials (18-27 years old)
Unsurprisingly, Blogher describes Millennials as mobile natives. However, money stands in their way from diving into their early adopter reputation. Main fear? Their mobiles get stolen! Still, they are 31% more likely to „use a gadget until it doesn’t work anymore.“
The Gen X Early Adopters (28-45 years old)
The power-users and consumers are coming from the Gen X age. They love their mobiles for its capabilities to „do it all.“ Standing between life and career, 25% said mobiles make them being more likely to be too distracted to focus on their family.
The Boomer Bargain-Hunters (46-64 years old)
Boomers want gadgets, but not for every price. They love hunting for bargains – and can wait 12 months for technical gadgets. Mobiles are their heartbeat. Still, data privacy has become one of their concerns.
Our question would be if this is not very much stereotyped. Or do you agree with this picture of the typical woman at different ages?
Study: European B2B Buyers use Content Marketing & Social Media for their purchase process, process complex though
The „2012 Buyersphere Report“ conducted by The Base One Buyersphere Team interviewed 800 B2B customers in the France, Italy, Germany and the UK. The study reports that B2B buyers in Europe are actively using supplier-produced content and Social Media in order to speed up their purchasing decisions. It defines the importance of combining content marketing with inbound marketing tactics like (social media, search, or PR) for revenue generation.
The study concludes that B2B buyers find most whitepapers (86%) and blogs (71%) via web search. However, seminars and videos (44%) get recognition via e-mail. Still, search (71%) is the most important purchasing information sources, followed by word of mouth (55%) and Social Media (20%). However the general use of vendors’ web sites (73%), articles in the trade press (47%), supplier e-mails (39%), and downloaded white papers (20%) suggests that the world has not massively changed in the last two years.
Nevertheless, for the B2B world, face-to-face is again a key element in the influence process. Offline events and webinars get more and more influence on the information gathering and purchase process.
Mobile is on the rise: Accessing information from mobile devices is increasing. 13% are using their tablets and smartphones to access buying data. The way information is shared is still quite traditional though: 90% emails and 44% company intranet. Seems it is still a long way to become social.
In terms of Social Media the study made clear that B2B buyers are more selective when using modern media. LinkedIn generates half of the social media mentions with an increasing trend. When using Facebook for business only 5% were using the platform in 2012 compared to 15% last year. For the under 30 year olds Social Media was more useful than word of mouth. The report suggests that Social Media is WOM to this group which I would fully understand as well.
In the buying process B2B buyers use different information sources at different stages, the study reveals. First they are relying on white papers, industry press articles, and press advertising when they are defining the demand. When it comes to detect suppliers, web search, Linkedin and supplier websites become important. And when the final supplier is selected, supplier emails, Twitter, Facebook and word-of-mouth lose their importance. Interestingly enough, the importance of communities are almost stable in their influence throughout the purchase process. The study makes clear how important a multi-platform communication and clever content marketing strategy becomes in the future.
dmexco 2012 is over – the pure numbers show the trend of the digital marketing show…
Visitors: 22.200 – increase by 15% compared to 2011
Exhibitors: 578 – means over 135 exhibitors more than 2011
International attendance: 25% of visitors and 20% of exhibitors
The challenges for marketers are increasing. They have to face the explosion of data and how to make use of it in the future. They have to find clever data experts and technical specialists in order to cope with the evolution of adtechnology – or to find the right agency to manage the data for them. They have to evaluate the balanced strategy between going to market with long-term „content strategy“ (community, monitoring, pull) and the short-term „campaign“ (banner, SEO, push) approach – whether in local commerce, mobile or social. They have to, have to, have to… Well, I could continue this list of tweets.
However, it is better to share the tweets refering to the most tweeted keynotes from some international speakers that we had in the conference program.
…and in case someone might ask why I am still smiling. Just read this tweet and you know why… THX so much, Timo!
In my third year as a co-moderator, it was a great special pleasure to have the honour to moderate
the Women Leadership Panel with Colleen DeCourcy (Socialistic), Sarah Wood (Unruly) and Stephanie Fierman (Mediacom). Thank you ladies, you were smart and terrific!
Also, challenging the panel with the CEOs Jack Klues (Vivaki), Randall Rothenburg (IAB) and Nick Emery (Mindshare Worldwide) on the relevance of big data for the media and marketing business. Learnings? Restrict them to 5 minute intros and expect them to take 10. Allow for 140 character answer and get blog posts. Thank you gentlemen, you were brilliant in big data digging!
Looking forward to the next dmexco in Cologne, September, 18. and 19, 2013 – CU there!
The GlobalWebIndex has launched its latest report Social Platform Adoption Trends 2012. It offers insights how consumers use social media platforms like Facebook, Google+ and Twitter, and what these platforms play in their lives. The international study has interviewed over 152,000 individuals in 31 key internet markets.
The report make clear that Social Media is part of the modern internet experience: 90% have an account on at least one social platform with 70% of them contributed in August 2012. The emerging internet markets which are responsible for the growth numbers are Indonesia, China, South Korea, the Philippines and Russia.
Not surprisingly Facebook users are the most active of all the global social platform users. In the last month, 64% of its users were contributing to the social network via PC, tablet or mobile (653 million). This means a 40% increase year-on-year. 43% (273 million) were active via mobile devices. However, 192 million of the 845 million people who visited Facebook in the past month did not make a single contribution. Trend data expects Facebook to hit 1.5 billion users by the Q3 2013 and 2 billion users by the end of 2014 as of emerging countries like Brazil, Indonesia and India while countries like US, Sweden, Hong Kong and Singapore are declining. Sharing photos is the most important activity on all the devices used by Facebook users (and on all other social networks).
By integrating the rest of the Google product range, G+ counts 336 million active users (58% increase in the past six months) these days. China, India and Indonesia lead the usage. On a global level, 120 million active users have shared photos through the service while 108 million have hit a +1.
On the 140 character platform more and more people are creating accounts (517 million users) but just 262 million were active in the past month. While posting comments is the number one activity (48%), it gets followed by photo sharing as the second-most important activity in Twitter (41%).
The photo and picture sharing platform is on the rise with already 53 million active users. A great success bearing in mind it came out of beta in August 2012.
„Mass market social platforms like Facebook, Twitter and Google+ have truly enabled all internet users to become social. They are globalising the internet by providing localised services that users across the world are adopting as their default internet experience. Fast-growing internet markets will continue to drive user base growth and will define how social services are shaped into the future. Despite this globalisation in platforms, local trends remain distinct, with every country showing different patterns of usage. It’s never been more important for brands and marketers to understand their users.“ Tom Smith, Founder, GlobalWebIndex
The study shows some obvious trends in Social Media usage. The passive users are emerging in Social Media all over the world. While it was meant to publish personal experience and share knowledge in peer-to-peer conversation, activity is lowering at the moment. Most users are increasingly following and staying up to date with people they know or that are popular or can make a difference for their lives in terms of information input. The communication level in terms of contribution is decreasing by 16% from 69% in Q2/2012. Many questions are arising from these trends: Why are people inactive? Are they lazy? Is the ROI of Social Media difficult to identify for many people? Or is the value of personal branding disputable when engaging in social media and social networks by sharing links and their personal insights? Let’s discuss…
PS: We will discuss many of these questions in the Women Leadership Panel „Brand perception and the value of social marketing“ at dmexco 2012. Join us if you can!
What happened on the 21st of May 2005? Right, YouTube was „internet-born“. Those days 8 Mio. videos got watched on the platform. Obviously, the platform used this date to celebarte it’s birthday number 7 now. YouTube produced a video to showcase the positive development that led them in a position which seems to be unique today.
What we all wanted to know is what traffic and engagement is happening on YouTube. The following video offers some little but important insights on the YouTube activities, and the users working with and watching it. The most important video stats are as follows…
– With over 4 billion videos, YouTube marks a unique position in views per day
– Some amazing 72 hours of video uploaded every day
– The Kony video got around 30 million views in one day
Surprisingly enough, we hear nothing about the Leanback opportunities which were launched quite a while ago. Nor do we see some intelligent videos series that showcases the portfolio of any HiFi retailer or a cloths company as a storytelling media that promotes products in a modern way.
Well, there is plenty of opportunities to grow for YouTube. It becomes clear why YouTube is pitching big way these days to get more professional content like web series on the platform, so the people might use it for their „leanback“ times.
One statement in the video is a good take away for companies: „The power of simplifying the process as a solution!“ is a statement some more companies should focus on when professionalizing their business…
Pinterest is making the world crazy these days in 2012. Are you on it? Sure, most of the Social Media guys out there are exploring ways to make money with it. The funny thing is: You don’t need more than 16 employees to rock the Social Media sphere. That’s the actual size of the company.
A company called Lemon.ly collected some interesting data from the platform Pinterest. They found out that 10 million users are on Pinterest already, 97% of Pinterest’s Facebook fans are women, and it is obvious how the platform might have an influence on designers and marketers.
Some more findings and facts…
– 12 million monthly unique users
– 10,4 million registered users
– 9 million monthly Facebook-connected users
– 145% daily user increase in 2012
What is your perception of the platform? What is the main difference to picture and photo sharing platforms like Flickr, Picasa or Instagram? And what is the benefit using the platform from a business perspective?