New Approaches to Presen0ng Data June 23, 2011
Connectonomics: Women’s Edi7on Nima Srinivasan, Added Value
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Nima Srinivasan Added Value
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Women are oRen labeled “complex creatures”
? ? ? Source: Secondary Resources Speaker Nima Srinivasan, Added Value, USA
NewMR New Approaches to Presenting Data, June 23, 2011
Speaker Nima Srinivasan, Added Value, USA NewMR New Approaches to Presenting Data, June 23, 2011
This study iden7fies universal needs and helps marketers understand how to best
connect with women online.
Speaker Nima Srinivasan, Added Value, USA NewMR New Approaches to Presenting Data, June 23, 2011
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Understanding how channels meet needs helps simplify marke7ng to women
⁺ Why does she use different channels?
⁺ Who is she connec7ng with?
⁺ How do women share and receive informa7on?
⁺ Where is she most recep7ve to adver7sing?
⁺ Where is she ge]ng product informa7on?
⁺ How does she make buying decisions?
⁺ What is fundamentally important to women?
=
Speaker Nima Srinivasan, Added Value, USA NewMR New Approaches to Presenting Data, June 23, 2011
Understanding the needs of women
8 Speaker Nima Srinivasan, Added Value, USA
NewMR New Approaches to Presenting Data, June 23, 2011
Knowing what makes women 7ck leads to more effec7ve connec7ons
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Expert Interviews + Quan7ta7ve + Qualita7ve
Source: Dips2ck + Quan2ta2ve + Qualita2ve Speaker Nima Srinivasan, Added Value, USA NewMR New Approaches to Presenting Data, June 23, 2011
Some needs are more prevalent than others Relying on others
Personal Growth
Valid
a7on
from
Others
Relying on self 10 Source: Quan2ta2ve
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Mature Vs. Young
Mutual Sharing
Affec7onate Closeness
Release & Escape
Care of Self
Improve Myself
Repair & Healing
Bargain Hun7ng
Be Enabled In
Control
Broadening Horizons
Be in the Know
Being the Best
Pushing the limits
Valida7on
Up the Ante
Social Currency
Boomer Millennial
Base size: Millennial Women n=411; Boomer Women n=1011
Prevalence of needs: How important is this need?
Source: Quan2ta2ve
Online Channels Delivering on Needs
12 Speaker Nima Srinivasan, Added Value, USA
NewMR New Approaches to Presenting Data, June 23, 2011
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What channels did we look at?
iVillage Yahoo! Shine AllAboutYou SheKnows
Medical Blogs Diet & Nutri7on Mom Blogs
AIM Yahoo Gmail
CafeMom BabyCenter Scrapbooking DoItYourself
Sports, Hobbies, Ethnicity centric groups, church and local groups
TwiMer
Yelp! Trip Advisor Citysearch Amazon
Yahoo! MSN Google Outlook Comcast
Facebook MeetUp MySpace
Speaker Nima Srinivasan, Added Value, USA NewMR New Approaches to Presenting Data, June 23, 2011
Fulfills nearly all needs, helping her be more sa7sfied emo7onally while being a smarter consumer
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Care of Self
Bargain Hun7ng
Improve Myself
Be enabled
Affec7onate closeness
Mutual Sharing
Release & Escape
Broadening Horizons
Valida7on
Repair & Healing
In Control
Be In the Know
Being the Best
Up the ante
Social Currency
Pushing the limits
NEXT SECTION -‐ HIGHLIGHTING = More than 60% of Women feel Channel delivers on the following need state and/or channel is one of the top 5 to deliver on the need state Source: Quan2ta2ve
Speaker Nima Srinivasan, Added Value, USA NewMR New Approaches to Presenting Data, June 23, 2011
Being close to her circle with the ability to share and release
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Care of Self
Bargain Hun7ng
Improve Myself
Be enabled
Affec7onate closeness
Mutual Sharing
Release & Escape
Broadening Horizons
Valida7on
Repair & Healing
In Control
Be In the Know
Being the Best
Up the ante
Social Currency
Pushing the limits
NEXT SECTION -‐ HIGHLIGHTING = More than 60% of Women feel Channel delivers on the following need state and/or channel is one of the top 5 to deliver on the need state Source: Quan2ta2ve
Speaker Nima Srinivasan, Added Value, USA NewMR New Approaches to Presenting Data, June 23, 2011
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Email, social networks, and IM have broad mass reach
Source: Quan2ta2ve Women n=2581
I use the following weekly…
Speaker Nima Srinivasan, Added Value, USA NewMR New Approaches to Presenting Data, June 23, 2011
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The people women choose to connect with varies significantly by channel I connect with the following people…
Source: Quan2ta2ve
Speaker Nima Srinivasan, Added Value, USA NewMR New Approaches to Presenting Data, June 23, 2011
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Source: Quan2ta2ve
They gather informa7on from content sites and share it on social networks… What I do on these sites…
Post comments 20% 25% 21% 37% 34% 10% 11% 31% 67%
Share links I found interes2ng 19% 22% 16% 21% 32% 48% 18% 28% 41%
Write reviews 16% 20% 24% 19% 16% 5% 3% 10% 8%
Share interes2ng videos 11% 10% 8% 12% 16% 22% 7% 14% 31%
Speaker Nima Srinivasan, Added Value, USA NewMR New Approaches to Presenting Data, June 23, 2011
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Source: Quan2ta2ve
…and in person What I do on these sites…
Take what I find & share with others in person
29% 34% 36% 30% 31% 28% 11% 20% 31%
Discuss or share info about products & brands
26% 28% 28% 25% 28% 21% 8% 19% 17%
Helps connect me with offline ac2vi2es I love
22% 26% 24% 19% 26% 17% 6% 16% 21%
Speaker Nima Srinivasan, Added Value, USA NewMR New Approaches to Presenting Data, June 23, 2011
Content-‐rich sites offer exper7se and anonymity I read ABOUT the following…
Source: Quan2ta2ve
Speaker Nima Srinivasan, Added Value, USA NewMR New Approaches to Presenting Data, June 23, 2011
Casual Connec7ons Deeper Connec7ons
About quick, pithy, more public sharing, news, updates
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Access to like-‐minded women and solu2ons that truly resonate without the risk of being judged by those who know you
Anon
ymou
s Ac
coun
table
Surprisingly, anonymity can lead to deeper connec7ons for women
Source: Qualita2ve + Quan2ta2ve
Speaker Nima Srinivasan, Added Value, USA NewMR New Approaches to Presenting Data, June 23, 2011
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Understanding the dynamics of info exchange What I do on these sites…
Source: Quan2ta2ve
Speaker Nima Srinivasan, Added Value, USA NewMR New Approaches to Presenting Data, June 23, 2011
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Source: Quan2ta2ve
Women receive informa7on about products & brands on content sites What I do on these sites…
Get info about products & brands 44% 47% 58% 31% 33% 20% 3% 16% 11%
Read reviews 43% 44% 59% 36% 34% 8% 2% 14% 10%
Read & post comments 35% 39% 37% 54% 545%4% 14% 7% 36% 70%
Speaker Nima Srinivasan, Added Value, USA NewMR New Approaches to Presenting Data, June 23, 2011
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Brand & product sharing are taking place most in content driven sites
Source: Quan2ta2ve
I use this for product or brand informa7on
Speaker Nima Srinivasan, Added Value, USA NewMR New Approaches to Presenting Data, June 23, 2011
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Helping marketers make the most out of these connec7ons
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NewMR New Approaches to Presenting Data, June 23, 2011
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Women have complex connected online lives
Source: Qualita2ve
Speaker Nima Srinivasan, Added Value, USA NewMR New Approaches to Presenting Data, June 23, 2011
“NEEDS
”
“RECEIVING”
“RECEPTIVITY”
“SHARING”
Care of Self
Bargain Hun7ng
Improve Myself
Be enabled
Affec7onate closeness
Mutual Sharing
Release & Escape
Broadening Horizons
Valida7on
Repair & Healing
In Control
Be in the Know
Being the Best
Up the ante
Social Currency
Pushing the limits
Get info about my interests
Get info about products/ brands
Read reviews Read
comments/ posts
Discuss or share info about products & brands
Share links/info I found interes7ng
Share interes7ng videos
Write reviews
Post/upload my own content
Post comments
Meet new people through this
I don’t pay aMen7on to ads here
Has reliable informa7on on brands/ products
Useful to figure out
what brands are there
Gives me different point of views on products
Has encouraged me to try out new products
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“RECEIVING”
“RECEPTIVITY”
“SHARING”
Discuss or share info about products & brands
Share links/info I found interes7ng
Share interes7ng videos
Write reviews
Post/upload my own content
Post comments
Meet new people through this
I don’t pay aMen7on to ads here
Has reliable informa7on on brands/ products
Useful to figure out
what brands are there
Gives me different point of views on products
Has encouraged me to try out new products
Read comments/
posts Get info about my interests
Get info about products/ brands
Read reviews
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“NEEDS
”
Care of Self
Bargain Hun7ng
Improve Myself
Be enabled
Affec7onate closeness
Mutual Sharing
Release & Escape
Broadening Horizons
Valida7on
Repair & Healing
In Control
Be In the Know
Being the Best
Up the ante
Social Currency
Pushing the limits
“RECEIVING”
“RECEPTIVITY”
Read comments/
posts Get info about my interests
Get info about products/ brands
Read reviews
Has reliable informa7on on brands/ products
Useful to figure out
what brands are there
Gives me different point of views on products
Has encouraged me to try out new products
I don’t pay aMen7on to ads here
“SHARING”
Share links/info I found interes7ng
Share interes7ng videos
Write reviews
Post/upload my own content
Meet new people through this
Discuss or share info about products & brands
Post comments
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“NEEDS
”
Care of Self
Bargain Hun7ng
Improve Myself
Be enabled
Affec7onate closeness
Mutual Sharing
Release & Escape
Broadening Horizons
Valida7on
Repair & Healing
In Control
Be In the Know
Being the Best
Up the ante
Social Currency
Pushing the limits
1. Needs: Understanding women’s needs should inform
product, marke7ng and content decisions.
2. Channels: How women navigate the web should dictate how the channel is used for marke7ng communica7ons.
3. Recep7vity: Women are most recep7ve to marke7ng messages on lifestyle, specialty and review sites.
30 Speaker Nima Srinivasan, Added Value, USA
NewMR New Approaches to Presenting Data, June 23, 2011
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Q&A
Nima Srinivasan Added Value
Andrew Jeavons Survey Analy7cs
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