MavenSocial has a rich social media platform. Below, we explain an area of our expertise –
Analytics for Influencers: Measure Growth for Earned Media.
Throughout the document we discuss how MavenSocial can identify your brand’s social media influencers, while increasing engagement, increasing your company’s earned media, social ROI, as well as the importance of social CRM for your company. It’s about driving real results for your company, while providing deep insights into who your customers are, and which ones actually influence brand perception! Read more
Social media is a crucial part of marketing your brand. If you are not getting the traffic you want to your website, or your sales have been steadily low, maybe your lack of online presence is the problem. Using social media outlets to your advantage will make the difference between what you have now, and what you could have; a larger following, a larger profit, and larger recognition.
Women continue to gain strength as they become prominent social media influencers both online and offline. Due to the ‘double shift’, women are affording less time and patience for companies toting jazzy gimmicks and inflated results. Instead, there has been a shift towards social media sharing, where busy women can interact online with their peers. This interconnected forum is a utopia of information for companies who want to interact with their most vocal consumers. Tapping into the female market can be difficult; the first step to understanding your brand influencers is to identifying how they think.
Women Collaborate, Men Eliminate:
As a result of women’s climbing influence on brand dissemination, it is important to understand their decision making process, and the differences between the two genders. Women collaborate, men eliminate.[i] An article posted in the New Yorker explains that “women talk about brands they like, with a full 96% recommending products they like to others. This is an audience that every brand needs to connect with. If marketing to women isn’t already a priority for your brand, it should be”.[ii]
When making a decision, women tend to consider various viewpoints, collecting a multitude of pieces to the puzzle. Once all the pieces are found, a conclusion is made (both positive and negative). Think of it as a spider web. The initial idea or product is in the centre, with the various permutations, worries and queries spiking out in a wide circle, forming a web of connections and ideas, all beginning from a central idea. It may take women longer to make a decision, but once they do, it is a well-thought out one indeed.
A Woman’s thought process mirrors an Influencer’s Interactions?
Women tend to multi-track, building layer upon layer of information in order to form a coherent picture from which to form a decision. This is the same way that a social media influencer works. They disseminate the information on a brand or product to others, who then pass it on to people in the network. These networks gain strength, as sharing continues. Sharing is not only seen as a way to pass on the information to others, but also a way to establish close relationships. Social influencers are crucial to the success of a brand, because people are more likely to trust information they receive from a friend. Both men and women feel safer with people they know; which is why they actively seek support from their social network.[iii]
What’s in it For You?
Understanding who your social media influencers are, and how they process the information you offer them, will allow you to actively engage your primary social media influencers. Through this understanding, you have the opportunity to enhance the resiliency of your product through viral sharing among multiple platforms. Women have become the most prolific of these social media influencers. They represent 85% of all consumer purchases, comprise 63% of key social network membership, pass an average of 83 word of mouth conversations about brands/products each week, and are influenced by word of mouth in purchase decisions more profoundly than men (53% vs. 45%).[iv] Utilizing women’s desire to connect and share with their peers, you have the opportunity to directly connect and engage your market.
[i] Yaccato, J.T., & McSweeny, S. (2008). The Gender Intelligent Retailer, Discover the Connection Between Women Consumers and Business Growth. John Wiley & Sons. Mississauga, Ontario.
[ii] The Corporate Eye (2010). 25 Brands Most Buzzed About by Women. http://www.corporate-eye.com/blog/2010/09/25-most-brands-most-buzzed-about-by-women/.
[iii] Ma, W.W.K. & Yuen, A.H.K. (2011). Understanding online knowledge sharing: an interpersonal relationship perspective. Computers and Education, 56(210-219), p.212.
[iv] Fay, K. Comscore, 2010.
2nd Quote: The Economist (2006). The Importance of Sex.http://www.economist.com/opinion/PrinterFriendly.cfm?story_id=6800723.