SheMarketing ENews 43
Friday, 06 July 2012 00:00
If you’re not reaching out to digital mums online yet, you may just be missing a significant market. “Digital mums” have become so dominant on the internet that they are no longer niche, but mainstream. Whether to look up the latest product reviews or connect with friends and family, this group is particularly active and influential online.
These mums are using social media frequently, with nearly three out of four mums visiting Facebook during March 2012. At least half of mums are using social media via mobile devices, compared to 37% of the online population. They are 38% more likely to become a fan or follow a brand online. Mums who blog are more than twice as likely to follow brands and celebrities compared to the online average. One in three bloggers are mums and 52% are parents with kids under 18 in their household.
What’s the best way to reach out to these digital mums? It’s simple, provide relevant content. Mum’s interests depend on what life stage she is in. Mums with young children naturally look online for information about parenting and child health. But there are topics that most mums are interested in, no matter how old their children are, such as fashion or cooking. The best way to accurately understand your particular audience is to listen to them. Ask your list subscribers what their concerns are. Conduct your own surveys. Hang out in relevant forums. Pay attention.
The grocery buyer
Mums used to dominate the grocery aisles. Dads, bachelors, retirees and single and double income earners have swooped in and become more frequent shoppers. In fact, 42% of today’s shoppers are male.This is a major shift since 2003 when only 13% of shoppers were male. In 2011, women still dominated but don’t be surprised if this changes in the next five years. With more men taking over the grocery duties, brands are exploring ways to make shopper tactics male-oriented.
With them comes new shopper values and prompting overhaul in the way retailers communicate with and target their shoppers Guys love to entertained and sensory experiences, , women are more absorbed by reviews online. As a result women know what they want before they go in-store, so when she gets there she is more price-conscious. Health is another draw card for women. The online shopper category has seen an increase in the frequency of visits online, meaning retailers absolutely have to be innovative in the digital space.
Shopper marketing agencies are investing heavily in understanding the digital space. Savvy shoppers are standing at the shelves and Googling product reviews to see if they really want them. Woolworths and Coles are both aware of this and have created mobile apps which enable shoppers to create virtual stores that allow them to scan barcodes, create shopping lists and review specials from their mobile device.
Digital is now crucial in the consideration/ research phase and for reviews, it is now bookmarking the path to purchase. Digital needs to be the backbone of everything we do because a third of people post a review on products they’ve bought and 78% of people search online before they buy.
Aussies trust Earned Media
A recent Nielsen study revealed that 29% of Australians fine ads on social networks to be the most irrelevant form of ads, while earned media such as recommendations from friends are the most trusted. 53% of Australians view recommendations from people they know as somewhat relevant and 41% find them highly relevant.
The Nielsen Australian Online Landscape Review includes a closer look at the Nielsen Global online study into the relevance of varying forms of ads and consumer’s trust in media. 94% of Australian consumers trust earned media, such as word of mouth and recommendations above all other forms of media and advertising. Online ads proved to be the most irrelevant (56%) and online video ads were somewhat irrelevant (50%). Ads served in search engine results faired slightly better (49%). Branded websites performed the best with 45% of consumers finding them somewhat relevant and 10% highly relevant. Other relevant ads were TV (44%), Magazine (36%) and radio (38%) and editorial content (46%).
Overall, 16.1 million Australians are online with males, surprisingly making up the majority (8.117 million) and females(7.97 million online). Fifty-plus year olds make up the majority (30.5%), followed by 35-49 year olds (28.4%), 25-34 year olds (17.6%), 2-17 year olds (15.1%) and 18-24 year olds (8.4%).
The Facts - How often do you review your social media strategy?
31.62% we don’t have one
21.37% every 3-6 months
10.26% every 6-9 months
5.13% every 9-12 months
SheMarketing ENews 42
Thursday, 12 January 2012 00:00
If you’ve watched any reality TV lately (which is hard to avoid because it’s dominating prime time), then you would have noticed Tweets or #hashtags within the programing. Some programs are integrating community participation in content. Others are using social media to tell supporting stories between seasons or airing special webisodes to keep interest between on air programs. Reality TV has become the event. It’s become the epicenter of engagement and most importantly shareable.
The future of TV won’t be driven by a social media strategy, instead the future of TV will be driven by innovation and a vision for meaningful entertainment and engagement. The best examples of social media in entertainment are simply finding new ways to connect with those who are already connected. Engagement between and during events creates a new communal experience both on and offline.
Marketers should be using social media to drive tune in and also find new ways to measure social media’s effects. Programming is just the beginning. Advertising has a new opportunity to engage in a more meaningful way. Rather than simply buying seconds or using spots to promote social media campaigns, visits to Facebook pages or rallies to Tweet a branded hashtag, consider the way to tell a story that can live beyond the spot or beyond the campaign.
Product placement is also open for reinvention, by making products of brands part of the story. This innovation will inspire new programming and revenue opportunities. Networks, advertisers and producers must all think beyond technology and rethink experiences. This is only the beginning of Social TV, so we need to be creative to engage, enchant and activate viewers.
Blogging is booming!
Brands in Australia are starting to realise the value of bloggers. Their authentic, truthful voices are speaking directly to highly engaged, and often large audiences, so it would be foolish to ignore their power. A lot of brands are happy to throw everything into digital and social media campaigns failing to see the value of bloggers, or simply putting it in the ‘too hard’ basket.
Around 75% of bloggers writing in Australia today are female. A great number of them are being referred to as ‘mummy bloggers’ because they see a natural fit between women, motherhood and blogging, but obviously the term is too narrow. Bloggers are becoming an increasingly important way to reach our customers, respond to valuable feedback about our products and services and capture new audiences who are utilising this medium.
There are a few simple tricks for brands to keep in mind when making their way into the blogosphere; manners and a level of respect are the key in the online space, being synonymous with the blogging community and caring about them, the blogger needs to win in that they get a great experience or access something that is unique. Then the brand gets a win because they get exposure on the blog and the readers of the blog win because they receive something as well.
Understanding the traits of a budding blogger needs to become a success, either in terms of engagement or cash, is vital for the marketer looking to forge a relationship. The good bloggers are skilled writers, great community builders and dedicated to their craft. While there are many bloggers working with brands, most in Australia today are not making a living via their blogs.
Most consumer clients will consider blogs and bloggers in their PR outreach strategies. There is always an opportunity to create unique experiences for bloggers such as hosting them at events, offering ‘behind-the-scenes’ content, one-on-one sessions with brand experts, product trialling and reviews. Brands that have something to hide should avoid blogs and stick with traditional advertising. If a brand or product is no good, bloggers will have no hesitation to say so.
It's all about the relationship
Females have become the majority in the online shopping world. They flock online to do research and to save time. Making an informed purchase decision is the online woman’s shopping goal. Women are no “speciality” market, so reaching them should be a budget priority.
To succeed, you must directly engage female consumers, who differ from men in their demand for; more and better information, genuine word of mouth referrals, reasonable, upfront pricing and exceptional customer service. Women typically resist identification by gender, so appeal to their sense of self, according to their interests, lifestyle and occupation.
Female consumers tend to be less impulsive and more strategic. They also tend to be more choosy. And while they don’t always have the time to research before purchase, they like to have the option. Win them over with variety, different colours, size, styles so they can make their own selection.
Women don’t just make purchases, they discuss them. When you impress a female customer – and likewise, when you disappoint one, she tell all her friends. Smart businesses will embrace women’s word of mouth and find ways to encourage and amplify it. They also make purchases based on their relationship with the seller. Grow and sustain them with responsive, flexible and personalised customer service and they will repay you with their loyalty.
SheMarketing ENews 41
Thursday, 10 May 2012 00:00
Did you know that there are more mobile phones that people in Australia? Over 50% of Aussies have access to an internet enabled mobile. Mobile internet will surpass desktop access by 2014.
But only about 20% of sites are currently mobile friendly, so won’t that impact on your business? Think about it. A mobile device is the first thing we look at in the morning on the bus or train on the way to work and the last thing we check at night. It serves every communication need and it’s social. There is no website than can be accessed via a desktop that can offer this flexibility.
Mobile can affect your whole business model and improve key operations. If you sell products, mobile offers the potential for additional revenue streams. Domino's is a great example of understanding the opportunity in mobile growth. 40% of all Domino’s orders come online, 30% are from a mobile device. This means that 12% of all Domino’s orders come in from a mobile device. The figure which is growing rapidly and has not only increased profit but announced that it has thousands of jobs now available.
Understanding the opportunity in this mobile growth, Domino’s has restructured its business with greater investment in mobile development and new order fulfillment programs. Their app has made order very simple, even simpler than call their toll-free number. Domino’s is a great example of how large brands are changing their business model to mobile. So before you design a smaller version of your existing website, firstly analyse your business to determine a much larger mobile opportunity. Can mobile be used to speed up purchase or provide instant feedback or perhaps open a new revenue stream? Brands that view mobile as a new opportunity rather than a smaller version of existing assets e.g. a mini website, will reap the rewards.
B2B Marketers aren't measuring campaign success
New data reveals that many B2B marketers are failing to report return on marketing investments. In fact, only 1 in 3 B2B marketers worldwide report financial contribution metrics to senior management. 58% are reporting on marketing performance metrics like leads, 48% are reporting opportunities generated. However, they don’t report on metrics that reflect bottom-of-funnel activity, like leads to closed sales and 33% of marketers do not measure ROI at all!
In today’s business environment, it’s crucial that marketers understand what’s working for them and what’s not, so programs and campaigns can be improved and forecasts refined. As marketing campaign reporting tools become more sophisticated, the types of metrics that have perceived value seem to be changing. Senior management care about revenue, ROI, margins and profits. As happy customers are profitable customers, customer service and satisfaction metrics are also very important. B2B marketers must be able to measure which tactics are most affective in aiding conversations.
If you don’t have the right measurement tools, then take the time to find the right one you can afford. It’s not enough to simply report on a mouth-to-mouth basis. Reporting must be part of a genuine commitment to change what you do. Robust ROI measurement and reporting is one of the core components of inbound marketing success!
Why do we need Thought Leadership?
If you write a blog, personal or your company’s blog, you already know the value that blogging can provide as a tool for Thought Leadership. So what is a Thought Leader? It’s someone who establishes a relationship with customers and stakeholders and delivers them something of value. I'st about having the answers to the biggest questions on the minds of your buyers. It should also align with your brand/company value. Thought Leadership can differentiate your brand and position you as experts or leaders in your field. Your audience set your agenda and determine what is important, so you must be listening.
Content is now king and the goal of content is to be part of the conversation and drive engagement with large numbers of potential customers. By communicating thought leadership you become part of the conversation, early in the buying journey. Potential customers begin to get to know you, trust develops which leads to brand affinity.
How do you break through this clutter and get noticed and, more importantly, how do you ensure your key messages are not only heard and understood? You must have impact and resonate with the key constituents you are trying to reach?
Conduct and share research, become a source of information and online content. Entertain by injecting personality and humour into your content, people will be more inclined to remember you. Invite customers to participate and create content. And most importantly remove the curtain between thought leaders and customers. This will help you create Thought Leadership that drives real results.
Women embrace digital to save time
Men and women differ in their attitudes towards technology. What men see as gadgets women see as tools to access content, accomplish their tasks and embrace their ability to pursue interests. Marketers need to understand female consumer’s needs and dissatisfactions in order to offer up intuitive solutions that strengthen their brand/consumer relationship.
68% of women spend less than an hour on themselves every weekday, so solutions that help them accomplish more is less time is what they are looking for. Women are task tacklers and are looking to digital to help them accomplish their ‘to do’ list. So make it simple for them to find what they want and they will be grateful and loyal forever.
The Facts - Pinterest Stats:
3rd most popular social network
10.4 million users
80% of users are women
30% of females users are 25-34 years of age
80% of pins are repins
SheMarketing ENews 40
Wednesday, 11 April 2012 00:00
Get social with angry customers
No matter what industry you’re in, if you have a social media presence you’re going to experience negative word of mouth. Problems arise, like poor customer service, or people simply having a bad day and they feel compelled to share their opinion with their network and whoever else is willing to listen.
So what do you do when you receive a complaint? Are you ignoring or dealing with upset customers? A huge part of customer service is having the right mindset. Negative word of mouth can be an opportunity to convert upset customers into loyal fans. Unhappy customers can simply walk away and never deal with you again. But if this person is telling you that they’re upset, they’re giving you a chance to fix the problem. Look at this as an opportunity to make positive changes to your business.
So how do we go about doing this? Well firstly, we can't respond to conversations we don’t see, so start listening. Set up Google alerts for your brand and industry keywords. Keep a close eye on all your social networks. Read reviews, blogs, forums where your customers congregate and regularly check in on them. Whether you’re listening or not, the conversations are happening. So it’s easier to catch negative buzz and deal with the issues before they build momentum. Determine whether the negative comment is worth a response and act quickly. Be human, show empathy, communicate in a friendly tone and use your real name. Make your angry customer feel heard. Then take responsibility, apologise and try to make it right. Apologising is part of turning around negative word of mouth, but actually fixing the problem is how you win over critics.
So get out there and embrace the negativity and start responding. Keep the discussion in the open so people see that you actually care about your customers. Use fans and third-party sources to help you tell your story and involve them fixing the issue. Frustrated fans can have some great ideas. Earn new fans and generate a heap of respect.
Shopping is all about the experience
When it comes to making purchases, both large and small, a growing theme is on price. Ecommerce sites cannot be ignored. Australians are spending in excess of $20 billion shopping online. The total is expected to grow higher as more shoppers turn to mobiles and social networks to find shopping deals.
With so much choice we really need to keep the customer’s engaged or they will try to find a better deal and better experience elsewhere. So it’s important for you to meet the needs of the shopper as far as price, good customer experience and a seamless transaction as well as pleasure. A new report from Crested Unlimited in the UK found that pleasure, not price, is the leading purchase motivator. Some interesting findings from the survey include; 23% of brand choices are driven by pleasure, pleasure drives 26% of men’s brand buying choices, 19% of women base brand decisions on pleasure and confidence drives 22% of women’s brand buying choices.
Other factors for purchasing decisions include; confidence (17%), status and responsibility (both 14%),effectiveness (11%), individuality (9%), saving (7%) and belonging (5%). For men, pleasure is the most important dimension, status ranking second. For women, the key brand dimension for success is confidence, such as physical safety or social conformity and acceptability.
Savings remains one of the lowest drivers for brand buying decisions, this is also true for lower income earners. The less they earn the more emotional value they expect from buying brands.
Marketing to Women with Pinterest
Do you love Pinterest as much as we do? It’s so popular, especially among women, driving more visits that many hot social media sites. Worldwide, 70% of women, mostly under the age of 45 are enjoying it. In Australia, there are 160,000 unique visitors per month, 8.9 million page views, 970,000 total visits. The average time spent on site is 14 minutes and 20 seconds and the audience in Australia is 57% female, 43% male.
So how do marketers use it to their advantage? Ad a ‘Pin It’ or ‘Follow Me’ button to your website and set up boards on your own Pinterest page. Print magazines are starting to use it because of the female-skewing demographic and it has found referrals from Pinterest are beating those from Facebook in some cases.
Pinterest can be used to promote a special offering or showcase interesting ideas and uses of your product. You can use Facebook to connect to foster more social interaction, but if it’s a business page you’ll need to connect via Twitter. So more eyes from other channels get access to your pictures.
If you want to be known for a specific topic, you need to build your board with intent, great images or topics. Make sure you follow your SEO strategy, so your business is not just a visual one. Make sure you curate blogs around topics of interest , stats, data, great quotes that are pertinent to your business. Use Pinterest for research, and follow brands that you admire and can learn from. Don’t forget to link all of your relevant pins back to your website, blog, landing page or video. Happy pinning!
Social for brand recognition
According to data from Nielsen ad recall is higher for ads released in the social space than for non-social ads. On average, social ads generate a 55% greater lift in ad recall. The reason for this is most people trust recommendations from their peers.
Blogging continues to be a leading social networking activity, opening new ways for brands and advertisers to engage with consumers. Social media is an ideal tool for moving people up the ‘fan’ ladder, from being a casual ‘fan’ of a brand to a loyalist, because the communication channels allow people to build stronger emotional connections with brands.
The Facts - Most popular Social Media activities carried out by Aussies
72% browse other people’s content on social networking platforms
71% read other people’s online reviews, discussions, comments about brands, products and services
69% send private messages via social networking platforms
65% update their profile
61% write wall posts, status updates and public messages
SheMarketing ENews 39
Thursday, 08 March 2012 00:00
Get more engaged with mobile
While the goal of marketing is to improve customer’s overall interactions with a brand, few organisations engage directly with their customer communities, therefore miss out on leveraging what is one of its most valuable assets.
A lot of companies are having a hard time keeping up with technology, optimising websites for mobile users is a good example of slow adoption. Nielsen research shows, most don’t have much information or capabilities to support users who access sites via a smartphone. The current success rate of completing a task for mobile web use is 64%, the same rate as Nielsen research measured for the desktop web use in 1999. The current desktop success rate is 84%.
Increasingly, customer engagement starts with the mobile device. Most people begin their online journey to learn about a company through Facebook, a company website or Google search. Companies need to rethink how to develop and manage their digital experiences. Even the most successful communities will need to be better designed for mobile and smartphones.
To create a better customer experience, not only do you have to talk directly to a customer in person, but you need to understand the tasks they want to accomplish with your products and services. It is the responsibility of every employee, from senior management to the front-line worker, to interact directly with customers. Customer engagement needs to be part of every company’s DNA and culture! Senior management need to ensure that the proper mechanisms and processes are in place to successfully interact with users and can be modified to integrate lessons back into the organisation.
Customer engagement does not have to take place on your company’s own branded website or via your own infrastructure. Customer engagement can happen on different platforms and different social networks. It should be looked at as a journey that is always measured and improved upon. Measurement should be based on involvement, interaction, intimacy and influence an individual has with a brand over time. Listening to what your customer is saying is still more valuable than any single score or rating.
Female bloggers and brands
According to a research study conducted by BlogFrog, an independent social media research company, 93% of female bloggers are eager to partner with brand although 60% have never been approached by brand a or agency to work on a campaign.
The survey was fielded across 50,000 women bloggers and offered valuable insights for brands that helped them understand the most effective ways to partner with female bloggers to generate brand affinity, loyalty and drive purchase behaviour. 95% surveyed have favourable views on brand-sponsored social media and blog campaigns as long as they are authentic, high quality, help revenue for the blogger and are fun.
Women bloggers are hired primarily to write product reviews, join an affiliate program or place direct advertising on their blog. The most common categories are health, beauty, food and beverage. However, women indicated that the most desirable brand category is technology and electronics. Pharmaceutical and automotive categories were the least desirable to work with.
According to bloggers, 90% are interested in working with brands as long as there is some form of compensation. 70% trust a brand more when that brand is promoted or recommended by someone they know form a blog or social media. Almost 60% of female bloggers indicate that they want long-term, deeper relationships with a few special brands. As consumers, bloggers are influenced by other blogs with 93% having purchased a brand based on brand information found in an online community.
So how do you create conversational marketing campaigns that resonate with women? Form deeper relationships by reading blog posts, commenting and engaging in the conversation. Make your brand and it’s representatives fully accessible online through the use of social media, branded communities, conversational marketing and corporate blogs.
New channels are emerging weekly, so marketers are coming under pressure to connect with their customers across multiple channels and in meaningful ways. As consumers become exposed to an increasing number of touchpoints, it is crucial for companies to integrate and measure multi-channel marketing activities and implement flexible campaigns that respond to consumer reactions. So how do we do this?
Firstly, we need to develop a multi-channel marketing strategy and that doesn’t mean setting up HootSuite and pushing the same message out across all mediums. It means ensuring the right messages are delivered to the right customer via the correct medium. Measure and analyse data from all these channels and interactions with these customers. If you don’t have the resources to do this then look at outsourcing this process. Embrace technology, don’t be scared of it. Try and test,and then try and test some more until you can use these new technologies quickly and effectively.
We’ve heard this one before, do more with the same budget. So that means using few pieces of more targeted pieces of communication. Move away from the traditional pushing of messages and hoping it gets through to the practice of starting a dialogue. This will pave the way for consumers to start exchanging views and opinions, providing greater ROI in the long term.
The Facts - Understanding Mobile
50% of Aussies personally use an internet-enabled phone
13% of Aussies have a tablet device right now
17% intend to buy one this year
41.5% access the net daily or most days on their smartphone or tablet
15% of Aussies use their mobile for shopping