One of the keys to getting your brand message heard by Mom when using social networking sites is by providing her with relevant content. If a brand gives her useful information, new information or information she is looking currently looking for, our experience has shown she is more willing to listen to a branded message. But it is important to strike the right balance between the content and the branded message.
According to SheSpeaks “Annual Social Media Study”, users seemed more receptive to social network advertising than they were in 2008, with 9% saying that they always look at ads and often click through, compared with just 2% last year. Almost one third of women, versus 13% in 2008 said they sometimes look while fewer users were annoyed by ads or actively ignored them.
“In our 2008 Social Media Study, our members were going online primarily to research purchases, but now they are looking to social media to help them research, guide and facilitate every kind of transaction, from social exchanges to purchases,” said Aliza Freud, founder and CEO of SheSpeaks, in a statement. “Women have become more comfortable using social media, and for marketers, the overall growth and habitual use of social media represents opportunities to reach and engage women of all ages, and influence their purchase decisions.”
Social networking profile penetration climbed from 58% of Internet users in 2008 to 86% in 2009. And will continue to grow. eMarketer, estimates in their report titled Social Network Ad Spending: 2010 Outlook that companies will spend more than $2.2 billion on social media marketing efforts world-wide this year, with more than half of that amount coming from the United States. “Concepts such as earned media (the additional unpaid exposure a brand gets when consumers share about the brand online), local social advertising, social search and social ad networks will be key themes next year,” according to eMarketer.
When asked about brand-related activities on social sites, 80% of female Internet users said they had become a fan of a product or brand on a social network. In addition, 72% had learned about a new product or brand, or joined a group around one. Web users were less likely to participate on Twitter in all the product- and brand-related activities. SheSpeaks believes this is because women are more active on social networking sites overall than they are on Twitter.
One-half of female Internet users had brought a product because of a social network. Purchases based on social networking sites and blogs both increased dramatically over 2008. 53% of women surveyed bought because of a blog posting while 43% claim a purchase based on information garnered from a social network.