Marketing to Women Online

BlogHer 2011 - Conference Highlights

 

It was another fabulous BlogHer conference in San Diego. Nearly 3,000 women bloggers convened for one kick-ass weekend.  So what's new this year?  What were the learnings, trends, themes?  Let's find out.

Theme #1 - Writing your story helps you know your story

"Real confidence comes form knowing and accepting yourself - your strengths and limitations - in contrast to depending on affirmation from others."  Judith M. Bardwick, sociologist.

Every year at BlogHer I notice certain themes. Vulnerability came up in several sessions, as did how much to share or not share.  Brene Brown made so many profound statements including, "Nothing makes you more vulnerable than being a mom."   With so much judgement out there,  why do we feel the need to share?  A panelist summed it up best when she said, "Healing is in the telling of the story, not the reaction to  it."   It seems seeking acceptance from ourselves is more important than seeking acceptance from others.  In another session a woman noted, "I don't know if I write my blog or my blog writes me."    I heard story after story of women who discovered themselves through their blogs.  I think this is unbelievably cool.

Media Bias and Why We Need Twitter

I love the Internet.  Seriously.  It is the great equalizer.  It provides a voice for so many that have not had one.

We used to rely on a few controlled channels to get our news and information.  Now, the channels are unlimited.  Yes, that can sometimes be a bad thing, but for the most part, I think it's a good thing.  It means we get more than just one side of a story.

Case in point:  Twitter and Saudi Women

Today I saw two tweets citing two different takes on the same issue.  The two takes could not have been more different.

 

The Chrysler F-Bomb - How NOT To Do Social Media

 

Is your company on Twitter? Who is writing your tweets?  On Facebook?  Who's generating that content? Do you have a blog?  Who's writing the posts?

Let me tell you, when it comes to my brand, there's exactly one other person I would let write under my brand banner on my social media sites - my twin sister.  She gets my brand completely.  And, she is a better writer than I am. (Something I've never forgiven her for)

Incorrect answers to the above questions are: 

• our interns
• my son/daughter
• my brother-in-law (he understands those techie things)
• the IT department
• an outside social media company

Now, I know I'm getting some pushback on that last one.  There are some companies that do an outstanding job.  But there are a lot of pitfalls with that strategy. 

Eyeballs Vs. Recommendations - Why Social Media Is So Valuable

 

(Image courtesy of Heard It From A Mom)

Buying eyeballs vs. building relationships - which is more important for growing your business?  

Let's get more specific. If you're trying to reach moms - which is more powerful - a TV commercial or a personal recommendation from another mom? 

If you've done any research on moms you know the answer to that question.  70% of Moms purchase products based on another Mom’s recommendation.

And here's what else you should know - women turn to blogs and women trust online communities for product recommendations. 

So why do so many companies and agencies pour the vast majority of their media buy money into traditional media and only a small portion into social media?

Or, do they categorize social media as PR and delegate a small portion of that budget instead?

BlogHer 10 Recap - 2400 Descend on NYC

 
  
"Ladies and Gentlemen, Please Note:  Due to security concerns for the speakers, there is no video taping or photography allowed for this session.  If you're caught doing either, your equipment will be confiscated"

It was a strange thing to hear at a BlogHer conference.  This is a conference where sharing is not only allowed, it's encouraged.  2400 women bloggers and attendees blog, Facebook, Tweet, FourSquare and Flickr their asses off.  

But not at this session.  These speakers were the International Activist Blogger Scholarship Recipients. They came from countries like Afghanistan and Sri Lanka. For the women on stage, preventing their images from appearing online was a matter of life and death.

That really brought it home for me - why I was attending BlogHer 10.   In the elevator, someone asked me what the conference was all about.  My answer - women who are changing the world one blog post at a time. 

Blogher 10 Key Takeaways

Word Of Mouth: Men Trust Authority, Women Trust Common Experience

 
I read a fascinating article by Jeff Sexton - The Asymmetry of Trust.  Jeff talks about the fact that people tend to trust negative reviews more than positive ones.

As he points out: 

Basically, we grant others authority in the matter of their own personal experiences. If they say their favorite color is blue, we believe them.  If they say they had a bad experience with such and such a product or service provider, we believe that too, because they are speaking from their own personal experience in that one situation.

You don’t have to be an expert on vacuum cleaners to know that the one you bought has failed you miserably. And your experience alone is often enough to sway someone from buying that brand.

What he's saying, In a nutshell, is you don't need to be an "authority" to know something doesn't work.  But it's also pretty black and white if a product "failed you miserably."   That strikes me not as opinion but as fact.  

But do you then need to be an authority to know something does work?  If you recommend a product, is that now a personal opinion without authority?   Will you need to back up that personal opinion with information that displays your expertise and authority in order for people to believe you?

For men, yes.  For women, not necessarily.

Use Blogs As A Commercial and Promotional Idea Generator

Looking for new fun ways to promote your company or products to women?  There is a bevy of amazing, funny, insightful ideas just a mouse click away in social media.

Seriously. 

We talked about how to use Twitter to generate commercial ideas.

Now let's look at...

 How to use blogs to generate promotional ideas

Many companies are reaching out to bloggers to help them promote their products and services.  I follow a lot of women bloggers and see which promotions seem to catch on.

Here's a brilliant example from the folks at CMT Adventure Country.  They created an action figure for Allison Worthington.  Now, the idea alone is terrific. But if you know Alli, it makes it that much funnier.

Use Twitter As A Commercial Idea Generator

 
 
Moms are funny.  Seriously. I'm talking side-slapping, forehead on your desk, spit-out-your-chardonnay funny.  And they do it without even trying.  Just check out the expression on the woman on the right.

Here's another thing about motherhood - real life is far more wacky and entertaining than fiction.  

And yet, look at ads targeting moms.  They are full of bland, predictable, cliche-filled dribble.  (Tell us how you really feel, Holly)

There's no excuse for it.  Especially now with social media like blogs and Twitter.  Today we talk Twitter, tomorrow - blogs.

An Example of How to Use Social Media to Connect with Women

Do you want to get women's attention? Do you want to build relationships with them?  Do you want to win their trust?  

If so, the single most important thing you can do is......listen to them.

Social media sites are amazing places for brands and companies to listen to their customers.

Truvia example

Here's an example from a recent Twitter exchange between a female consumer and Truvia:

 
Truvia was listening.  Here's their response:

Truvia was listening, and they let their female consumer know they were listening.  I hope if Truvia does come out with their product in a bag, they credit everyone on Social Media who suggested it. 

Women notice when you not only listen, but let them know you heard them.  

If you are a company or brand,  one of the most powerful ways to use Social Media is as a listening tool.   Let you customers know you hear them.

  

Are Women Losing Their Trust in Social Media?

Tony Fannin at Be Branded asked me that very question.

Women are increasingly turning to social media sites for interaction and information.  As advertisers try to tap into the power of social media and the power of recommendations by female consumers, are they somehow influencing, or tainting those recommendations?

Do women still believe what they see, hear, and read on social media sites, Twitter, blogs?

See my answer on whether women still trust social media.