MEN ARE FROM FOURSQUARE, WOMEN ARE FROM FACEBOOK

HOW MEN AND WOMEN DIFFER IN THEIR USE OF SOCIAL MEDIA, AND WHAT THEY WANT FROM BRANDS ONLINE

14TH FEBRUARY 2012NAME OF PRESENTATION, MONTH DAY, YEAR

This presentation has a tongue-in-cheek title but it’s about something important: relationships

The relationships between men, women, and social media

And the relationships we have with brands in social media

While both men and women are highly active in social networks, we’ve identified 5 trends that show different online behaviours reflecting offline preferences

Understanding these can help shape successful digital strategy and delivery

We have also looked at what motivates people to interact with brands online

Our resulting social consumer typologies help brands better understand what their audiences want from social media relationships

Our dataAnnual study of more than 10,000 European consumers

Conducted across the UK, France, Germany, Spain, Portugal, Belgium and the Netherlands

Reflects our agency’s belief that research uncovers insights which can trigger behavioural change

TREND 1: WOMEN ARE MORE SOCIALLY ACTIVE THAN MEN

Social media is mainstream in Europe

Response: I access social media at least once a week

France51%

Spain74%

UK59%

Germany52%

Nether-lands56%

Portugal83%

Belgium65%

Response: I access social media at least once a week

Women are more active in social media than men

Active in so-cial

media 65%

Not active 35% Active in

social media 51%

Not act-ive 49%

Response: I access social media at least once a week; Total UK sample = 1,700

The same is true across Europe

Active in social

media; 65%

Not act-ive; 35%

Active in social

media; 55%

Not act-ive; 45%

Response: I access social media at least once a week

Women access social media more frequently too

At least daily 50%

Less than

once a day 50%

At least daily 33%

Less than

once a day 67%

Response: I access social media once or more daily

We see the same trend Europe-wide

At least daily 48%

Less than once a

day 52%

At least daily 38%Less than

once a day 62%

Response: I access social media once or more daily

TREND 2: WOMEN ARE MORE LIKELY TO CONNECT WITH PEOPLE THEY KNOW

Women strengthen existing friendship bonds through social networks

The main reason why women are socially active is to read posts and view pictures from friends

93% of female social media users in the UK do this regularly

Response: Reasons to go onto social media

Why do women go onto social media?

Read posts, view pictures by friends

93% 89% 94% 91%

Post comments, pictures to friends’ page

93% 84% 88% 81%

Post comments, pictures, on own page

83% 77% 79% 73%

Play online games 56% 54% 65% 62%

Response: Reasons to go onto social media

TREND 3: UK WOMEN ARE MOST LIKELY TO FRIEND OR FOLLOW BRANDS FOR DEALS

Why do people follow brands in social media?

Discounts or vouchers 56%

64% – highest in

Europe57% 52%

Enter competitions 51% 53% 55% 51%

Because I like the brand 49% 56% 47% 50%

Get the latest product news 49% 46% 52% 54%

Question: Why do you follow brands in social media?

TREND 4: MEN ARE MORE LIKELY TO DISPLAY STATUS OR OPINIONS

Men are more likely to say where they are

Among UK social media users, 45% of men check in to locations compared to just 33% of women

Response: Reasons to go onto social media

Men are more likely to say what they’re doing

Among UK social media users 35% of men are Twitter users

But among women the proportion falls to just 27%

Response: Reasons to go onto social media

Men lead on blogging and adding comments to blogs

Write your own blog 34% 24% 32% 24%

Read blogs by people you don’t know

54% 46% 57% 52%

Post comments on a blog 53% 50% 55% 51%

Response: Reasons to go onto social media

Our research supports other interesting findings...

“Forrester’s Social Technographics® data reveals that women have different online social behaviour than men. They like to participate in communities, share information, and engage in conversation.

“In contrast, communication among men online is more linear or competitive.

“Men are more likely than women to be Collectors, Creators, and Critics; they watch videos, create content, and are more dominant in posting opinions in online forums. For example, only 15% of Wikipedia content is female-generated.”

Source: Engage Women With Personal And Relevant Social Interactions by Tracy Stokes, Forrester, July 2011

According to Forrester...

The Wall Street Journal studied a week of Foursquare checkins...

• Among 100 categories, women were most likely to check into cosmetic shops and doctor’s offices, educational venues and shops

• Gay bars and tech start-ups had the highest proportion of men; they also dominated travel and airports

• “Foursquare isn’t just about where you go, it’s about where you tell people you’re going.”

Source: all checkins on Foursquare between Jan 21 and Jan 28 2011; data provided by Foursquare

“A week in Foursquare” by Albert Sun, Jennifer Valentino-DeVries and Zach Seward, published in the WSJ May 19 2011

68% of women and 54% of men use social media to stay in touch with their friends. 60% of women and 42% of men use social media to stay in touch with their family.

34% of women and 22% of men use social media to stay in touch with their coworkers.

Source: Rebtel survey of 2,361 US adults, May 2011

Men use social channels less for friends, family and colleagues...

Worldwide, women spend longer on social networking sites – 16% of their time online, compared with 11% for Men 1

1: Women on the Web, Comscore June 2010; 2: Aileen Lee, Kleiner Perkins Caufield and Byers quoted in TechCrunch, March 2011

Women connect more and for longer

“Sheryl Sandberg, COO of Facebook, has talked about how women are not only the majority of its users, but drive 62% of activity in terms of messages, updates and comments, and 71% of the daily fan activity.  

“Women have 8% more Facebook friends on average than men, and spend more time on the site.” 2

“Women have the potential to drive a brand’s reputation online because, compared with men, they are more connected with each other and like to talk about brands and products, especially in social media.

“But marketers, particularly in more male-oriented categories like finance, are not making a digital connection with women. (Women can tell the difference; 71% of women in the UK think that marketers don’t know how to talk to them, unless it is about beauty or cleaning products.)

“To achieve the next level of digital success, marketers must understand their female consumers’ life stage and then use social media to engage with them around passion points thatmesh with the brand offering.”

Source: Engage Women With Personal And Relevant Social Interactions by Tracy Stokes, Forrester, July 2011

What does this mean for brands?

27

TREND 5: SOCIAL CONSUMERS WANT A RANGE OF RELATIONSHIPS WITH BRANDS

Getting closer to the consumer

• We wanted deeper insights into the relationship between brands and people

• So we developed new consumer segmentation based on a range of social media behaviour and brand interaction

BRAND ENGAGEMENTEngaged = always, usually or sometimes do

at least one of the following

- Become ‘friends’ or ‘like’ brands or products

- Read blogs or tweets sent out by brands or products

- Share content on official page of brand or product

- Purchase a product from a company’s social media site

- Follow brands

SOCIAL MEDIA USEActive = do at least one of the following

- Post comments/pics on own page- Post comments to friends’ pages- Post comments on blog- Write blog- Share content on official page of

brand or product- ‘Check-in’ to a location- Tweet- Upload photos or videos

Social consumers in Europe: our segmentationActive

Passive

Non

-en

gag

ed

En

gag

ed

Cheerleaders Loyalists

Opportunists Outsiders

Men: 16% Women: 20% 20-45 yrs old

Men: 22% Women: 17% 60+ yrs old

Men: 23% Women: 25% 20-40 yrs old

Men: 39% Women: 38% 45-60 yrs old

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Social consumers’ online habits

Cheerleaders Loyalists Opportunists

Going online (personal)

211 213 198 177 177 157

Going online (mobile)

68 64 28 31 28 22

Social networking 91 99 79 79 51 48

Online videos 48 39 26 20 28 14

Multiple activities at once

130 153 124 122 95 101

Question: How many minutes a day do you spend doing the following? (European data)

Cheerleaders are at the cutting edge of social behaviour

Always on: – 61% of women cheerleaders use social

media several times daily, vs 53% of men

Expect brands to be socially active:– 2x more likely to see companies sharing

info via social media as more trustworthy, men more so than women (33% vs 21%)

– Actively follow brands for deals and offers especially women (61% vs 47%)

Cheerleaders are networked and influential across the sexes

Influencers:– Three quarters tell at least three

friends about products they like (78% women, 71% men)

Majorly mobile – This group is most likely to check

reviews or prices while shopping using their mobile phone (53%)

– 42% of male Cheerleaders use mobile apps at least daily (vs 33% of female)

– Most likely to make purchases using their mobile phone (35% men, 20% women)

Loyalists are most likely to be long-term brand advocatesTrue brand fans:

– The most likely to stay committed to a brand they like once they have found it (75% men, 82% women)

– 46% will pay more for products from brands they trust

Socially savvy:

– 62% of female Loyalists and 51% of males access social media several times a day

– 71% of Loyalists write positive online reviews for products they like

– 95% of Loyalists recommend brands or services to other people – on a par with Cheerleaders (96%)

Loyalists care most about brand values

Caring companies:

– This group is the most likely to want to see companies treating their employees well (82%)

Ethical business:

– Female loyalists have the highest expectations that the brands they support will avoid animal testing (73% vs 59%) and take steps to reduce packaging (73% vs 67%)

– Male loyalists want brands to pay a fair share of tax (73% vs 69%)

Opportunists want to know: “What’s in it for me”?Active in social media:– two thirds access social networks at least

daily (63%)

Follow brands for self-interest:– main reasons are for vouchers and

discounts (53%), and to enter competitions (41%)

– Among women, interest in vouchers rises to 55% and competitions to 56%

Interested in value not values: – only 20% of Opportunists would pay 20%

more for environmentally-friendly products

– Price sensitive: 62% compare costs from at least two sources before a major purchase

Engagement opportunities for brands

Cheerleaders:

• Reflect their always-on behaviour with responsive interactions on social networks

• Find ways to surprise them that they will share with their friends

• Build on their appetite for corporate insights delivered in social channels

Loyalists:

• Reward their loyalty with additional privileges so they become more active advocates

• Recognise and thank them for their input such as a positive product review

• Involve them: Ask what they think and show their opinion matters

Opportunists:

• Think tactically about how to provide them with promotions such as vouchers or discounts (but without alienating the rest of your audience)

• Weigh up the return on investment of gaining their attention briefly versus building deeper relationships with your more loyal customers

In summary...

It is not enough to know how to “do digital” for its own sake

We still need to understand people and

what influences them whatever the medium

In this new era of marketing, brands will achieve most success if they combine

social media savvy with human insights

To discuss what out findings mean for your brand please contact:

Helen Nowicka

UK Head of digital, EMEA social media strategist

020 7853 2218

helen.nowicka@porternovelli.co.uk

@Helennow

Melissa Taylor

Director of planning, EMEA

020 7853 2222

melissa.taylor@porternovelli.co.uk

@Groovymomma

Thank you!