BlogHer

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Social Media Today presents:

Women and Social Media:Passion + Purpose= Conversion

BlogHer

How to Participate

• Submit your questions in the GotoWebinar presentation window

• Follow along and share your thoughts on Twitter at #SMTlive

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About the Moderator

Maggie Fox is the founder and CEO of Social Media Group, established in 2006 and one of the world’s most highly respected independent agencies helping business navigate the socially engaged Web. Pioneers in their field, Social Media Group has helped some of the best-known brands in Europe and North America get social, including Ford Motor Company, SAP, RBC, 3M and Thomson Reuters. Maggie has been interviewed about social media by Inc. Magazine, The Washington Post, CBC Radio, The Globe and Mail, CBC News, CTV News and The Financial Post, among others. In 2009 she was named one of the Top 100 Marketers in Marketing Magazine's 100th Anniversary Edition, and in 2011 The National Post named her one of Canada's Top Innovators. Maggie also sits on the boards of The Empire Club and ConnectedN.com

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About the Panel

Elisa Camahort Page is a co-founder of BlogHer, Inc., and serves as the company’s COO. Elisa leads events, marketing, public relations and research for the company and with her leadership, the BlogHer conference business has grown from one conference to many diverse events that draw thousands of attendees. Elisa’s expertise has resulted in coverage by leading media outlets, including the New York Times, the Washington Post, Advertising Age, Forbes, Fast Company, CNN, The Today Show and the Wall Street Journal. Prior to co-founding BlogHer, Elisa was a high-tech marketing executive and consultant. Elisa has been honored as an NCWIT Hero and as one of the AWM's Sixty@60 and serves on numerous advisory boards in the tech and media space.

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Women and Social Media in 2012©Copyright BlogHer Inc.

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In February 2012, BlogHer worked with leading market research and analysis firm Vision Critical and our own network of 37MM unique visitors to ask over 2,000 women how they use social media tools and why

Survey fielded across network of 3,000 blogs & 37MM+ audience

N= 1,060 women and 21 men Total: 1,081 aged 18-76

TOTAL combined sample of 2,071 women

Survey fielded on Vision Critical online panel

N=1,011 women and 500 menTotal: 1,511 aged 18-76

BLOGHER SAMPLE TOTAL U.S. ONLINE POP

© 2012 Women and Social Media Study by

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What 2,000 women told us:

Do you want more confidence that your relevant messages will actually convert into action? Talk to bloggers.

© 2012 Women and Social Media Study by

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Blogs’ influence and trust leveldrive purchase intent

© 2012 Women and Social Media Study by

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No other source is as trusted by its active users

BLOGS

81%

98%

yes

67%

86%

yes

73%85%

yes

81%85%

yes

“Do you trust the information and advice that you get from the following sources?”

Blogs | Facebook | Twitter | Pinterest

BLOGHER SAMPLE

TOTAL U.S. ONLINE POP

Source: 2012 Women and Social Media Study U.S. Total Online Population Sample vs. BlogHer Network sample ; active users of each media sourceVision Critical US Total Online N = 1,011; BlogHer sample N = 1,060; Active blog users © 2012 Women and Social Media Study by

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We purchase based on trust, and blogs drive highest percentage conversion from trust to action

33%

54%

yes

31%30%

yes

47%53%

yes

BLOGS

61%

87%

yes

BLOGHER SAMPLE

TOTAL U.S. ONLINE POP

“Have you ever made a purchase based on a recommendation from…?”

Blogs | Facebook | Twitter | Pinterest

Source: 2012 Women and Social Media Study U.S. Total Online Population Sample vs. BlogHer Network sample; active users of each media sourceVision Critical US Total Online N = 1,011; BlogHer sample N = 1,060 © 2012 Women and Social Media Study by

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Blog readers prefer blogs for information. Facebook is our source for play and friendship

BLOGS FACEBOOK

To help make purchase decisions 36% 17%

To get product information 37% 17%

To seek advice and recommendations 39% 35%

To find out about new products 41% 24%

To have fun 41% 77%

To contribute to a community 28% 41%

To stay up to date with friends and family 20% 87%

For entertainment 50% 69%

“For each of these categories, which online source is best suited for your purposes?” TOTAL U.S. ONLINE POP

Source: 2012 Women and Social Media Study U.S. Total Online Population Sample vs. BlogHer Network sample Vision Critical US Total Online N = 1,011; BlogHer sample N = 1,060; Active blog users © 2012 Women and Social Media Study by

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Trend watch: In less than one year,Pinterest has adoption to match Twitter, and relevance to beat Twitter

Twitter Pinterest

To help make purchase decisions 21% 18%

To get product information 18% 26%

To seek advice and recommendations 29% 30%

To find out about new products 24% 39%

To have fun 47% 58%

To contribute to a community 33% 32%

To stay up to date with friends and family 39% 13%

For entertainment 51% 54%

“For each of these categories, which online source is best suited for your purposes?” TOTAL U.S. ONLINE POP

Source: 2012 Women and Social Media Study U.S. Total Online Population Sample vs. BlogHer Network sample Vision Critical US Total Online N = 1,011; BlogHer sample N = 1,060; Active blog users © 2012 Women and Social Media Study by

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BlogHer vs. General Population media usage:What’s mainstream?

Blogs Facebook Television YouTube

97% 94%85%

75%

46%

84%93%

62%

BLOGHER SAMPLE

TOTAL U.S. ONLINE POP

© 2012 Women and Social Media Study by

Source: 2012 Women and Social Media Study : U.S. Total Online Population Sample vs. BlogHer Network sample Vision Critical US Total Online N = 1,011; BlogHer sample N = 1,060

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BlogHer vs. General Population media usage: What’s simmering?

Mobile Apps Twitter Online Coupons (e.g. Groupon)

Location Apps (e.g. Foursquare)

78% 75%

39%

22%

40%

21%

41%

14%

BLOGHER SAMPLE

TOTAL U.S. ONLINE POP

© 2012 Women and Social Media Study by

Source: 2012 Women and Social Media Study : U.S. Total Online Population Sample vs. BlogHer Network sample Vision Critical US Total Online N = 1,011; BlogHer sample N = 1,060

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BlogHer vs. General Population media usage: What’s leading edge for 2012?

43% 43%

77%

21%11%

19%

Social shopping sites (e.g. Etsy)

Social photo apps

(e.g. Instagram)

BLOGHER SAMPLE

TOTAL U.S. ONLINE POP

© 2012 Women and Social Media Study by

Source: 2012 Women and Social Media Study : U.S. Total Online Population Sample vs. BlogHer Network sample Vision Critical US Total Online N = 1,011; BlogHer sample N = 1,060

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Key takeaways for marketers

With social media gone mainstream, our motivations to use different tools are diverse

1

Content helps deliver value, not distraction. Content assets deliver long-term value2

3Deeper trust drives better conversion into action

© 2012 Women and Social Media Study by

BlogHer

Thanks for Joining Us

• This webinar will be available on-demand at www.SocialMediaToday.com. Stop by to learn more and share your comments.

• Connect with our panelists on Social Media Today using the search function:

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Join us April 10th for…

From Monitoring to Loyalty to Impact: The Total Life Cycle of the Social Customer

• Register at: http://socialmediatoday.com/social-customer-lifecycle