We just got a nice mention in this blog… write up on a project we did for Pearl Izumi. It’s a perfect example of how social media can and should be about the audience and not the medium.
According to a recent article in MarketingVox, 42 million women engage in social media weekly and they share a strong desire to connect and engage. 55% of women participate in blogging, 75% use social networks such as Facebook and 20% use Twitter. On Facebook, women outnumber men in almost every age group, and women 55 and older are becoming one of the fastest growing segments using it.
The blog stats are interesting….45% of women decided to purchase an item after reading a blog. They regard blogs are trusted sources of information, and therefore blogs are having an increasing impact on purchase decisions.
The takeaway here…women are a powerful and influential audience, yet 70% feel that marketing doesn’t speak to them. Those businesses/products who figure out how to speak to them, and not just join but genuinely participate in their conversations will be the winners.
Remarkable Women 2009: “Mad Women – Creative License”
Copy and photo concepts by the Mad Women. Photography by John Hession.
As seen in New Hampshire Magazine, May 2009. Our story begins: Nancy Clark – President (aka Owner Girl) Glen Group
I read an article yesterday about “online sociability fatigue.” People, including 20 - 30 somethings who drove the social sites to a frenetic place, are fatigued with keeping up with it all. They are tired of the hearing about the mundane details of others’ lives. From a personal perspective, I agree somewhat. Most times the details are a bit mundane, but it is my choice to comment on your new pedicure or not. And, I do like the ability to keep up with friends all at once, in one place…thank goodness gone are the days of the multiple one line emails flying in and out of my in box.
A recent survey found that 45 percent of Americans in all age groups are enthusiastic about online socialization, while 48 percent are indifferent because they are overwhelmed by it. The remaining 7 percent - those with a median age of 29 - are conflicted about staying in constant online contact. They are called the “ambivalent networkers.” They won’t turn off completely because they don’t want to be left out of the loop or become irrelevant, but they want a break from it all.
So, let’s talk relevancy. If you are using social media for your marketing (which you absolutely should and if you aren’t sure why or how, call me) - make sure it is relevant.
Look at it this way….your Twitter followers and Facebook friends are like email opt-ins. They make a choice to follow you because they believe you will provide them with something of value. So, give them information of value. Send them something relevant to them, and your business. These followers and friends are your qualified and loyal consumers. If they were on your email or direct mail list, what would you send them? It is the same premise with social marketing.
Do you have a new product upgrade? Send a tweet with a link back to your website. Do you have a special promotion on Thursdays? Post it on your Facebook page. You don’t have to be all gooey and philosophical - just send them something of value, of interest. Yes, it is that easy. And, it is free. No send fee. No postage. Free.
The publisher of Yankee magazine shared a great analogy with me today and it went something like this…..these times are like an icy patch in the road. You can’t slam on the brakes or you’ll spin out of control. You need to stay calm, navigate through it and just keep driving.
This is also a great analogy for your marketing investment. You can’t slam the brakes on your advertising and marketing when times are tough. If you do, you’ll lose momentum and spin in circles. You need to keep investing - even if it is slower and smaller - but don’t stop. Keep marketing your business. Keep moving forward. You will pass your competitors and you will reach your destination successfully.
