Building Advocacy With Women

How to ignite
ADVOCACY
among women.

Wednesday, June 2, 2010

Advocacy is a must.

More Choices
More Channels
More Barriers


...and it drives growth
Airlines

Banking

Wireless

Retail

A simple look at change

Reach Organic Reach
Awareness Relationships
Selling Conversation


More True

Awareness Advocacy

Advocacy Loop


Word of Mouth: Women talk more
Rate of word of mouth among women

Public average

62%
56%
55%
57%
50%
47%
44% 46%
38%
31% 33% 34% 40% 38%
28% 29% 32%
27% 28%
23% 22% 25%

Household Personal Children’s The Financial Retail & Health & Media Food
Travel Beverages
Products Beauty Products Home Services Apparel Healthcare & Ent. & Dining


76%
Word of Mouth: New moms talk the most 69%
Pregnant Women and New Moms
67%
Public average

64% 60% 57%
52% 54% 55% 55%

46%
41% 37% 40% 38%
32% 32%
27% 28%
23% 22% 25%

Household Personal Children’s The Financial Retail & Health & Media Food
Travel Beverages
Products Beauty Products Home Services Apparel Healthcare & Ent. & Dining


So how do brands earn
advocacy among women?


The same way people make and maintain meaningful friendships

Chemistry Authenticity Transparency
Original, real and Be honest and have
Create a visceral spark
distinctly meaningful. clear intentions.
or a gut reaction.

Inspiration People Brands Empathy
Understand their needs,
Motivates you to be di erent
desires and lives,
or better.

Stay in Touch
: Support
Be helpful, useful; act
Build anticipation, add value
on their behalf.
& communicate.

Give Over Take Share a P.O.V. Quality Time
Provide value and meaning Provide talk-worthy
Common lifestyle, belief immersive experiences.
beyond the money spent. system or attitude.


What drives ADVOCACY among women speciﬁcally?

Women: Authenticity, Shared POV, Empathy
Men: Support, Chemistry (Attractiveness)


Committed/Few High Organic Reach/
reasons to talk E cient Spend
ADVOCACY

We need strategies to
make it sustainable.
Low Organic Reach/ Temporary Buzz/
Ine cient Spend Good or Bad

AMPLIFICATION
Adapted from Steve Knox, CEO, Tremor


“In fact, our research shows that a
high-impact recommendation—from a
trusted friend conveying a relevant
message, for example—is up to 50
times more likely to trigger a purchase
than is a low-impact recommendation.”


Florida’s Natural: Turning women into advocates
Florida’s Natural Example: Advocacy Strategy

Raise the
Florida’s Natural faced a question...
competitive
Where does your
disadvantage in juice come from?
advocacy actions,
modeling showed that if Establish an
authentic voice:
we erased the deficit in straight from the
these 4 key actions, we growers who own
could increase advocacy the company.

by as much as 10%.

Establish
empathy: we
know that where it
comes from is as
important as
where it goes.

Establish a platform:
100% Florida and only
Florida...never imported.

Click for video: http://www.22squared.com/ourwork/case-studies
Copyright © 2010 22squared


Case Study Video

Engagement Strategy


Results: Over a twelve month period
Advocacy* Sales
Florida’s Natural Florida’s Natural
+80%
All Competitors All Competitors

+28%
+24%
+9%
+8%

-11% -6% -6%

Loyalty Advocacy Market Share Revenues

*Change in advocate population (trade/end-consumer) vs. average of all tracked competitors

22squared Friendship Model Research


SHE-LORES
Common misconceptions

6
about women, how they
think and how marketers
should empathize with them.


FOSTER COMMON THREADS
Show her she is not alone. Give her situations and images she
can identify with. Provide the tools she needs to see how other
women handle the same problem she has and give a forum to
give and receive advice.

1
She-Lore

TRUTH EXAMPLE

She values similarity Women are
over superiority
competing with
other women.
ummm….no. “70% of women said they wish society would change
the way it talks about feminine care, but less than
half feel like they can do anything about it”
Kotex is promoting conversation and group
discussion about feminine care with online forums
and smartly irreverent TV spots


MEET HER WHERE SHE IS
Her purchase process is more of a spiral than a straight line. She takes on
many things simultaneously rather than one-at-a-time. While she multi-tasks,
help her keep track of it all. Meet her in di erent places throughout her day.

2
She-Lore

TRUTH EXAMPLE

She thinks di erently
(multi-minded)
Women are
She shops di erently in-decisive.
(non-linear purchase
decision) you might think, but…. Research found that women bought over
40% of Best Buy’s products. So they
added personal shopping assistants,
incorporated softer lighting, grouped
appliances, and provided a more
comfortable, non-intrusive environment.


groupster self ex
oseeker
presso
inf r utility
12% of CafeMom sample
sample
CafeMom
12% of

nector mom
40% o
le f Cafe

rcon
m samp Mom
feMo samp

BE MULTI DIMENSIONAL
of Ca le

hype
9%

26%
of C
afeM
om
sam
ple

She has man dimensions and she doesn’t
want to be pigeonholed into any of the.
Acknowledge her many facets.
21 Dig
ital Mom
2009
25 Digital Mom 2009

23 D
igita
lMom 2
009
l Mom 2009
27 Digita

3
2009
ital Mom
29 Dig
Razorﬁsh/Cafemom.com Digital Mom Segmentation

She-Lore

TRUTH EXAMPLE

Even moms are Women
women ﬁrst. shoppers are
mommies.
not all the time...
Market to the “me” in moms by portraying her
enjoying the minivan all alone. It becomes her
retreat from the family - her personal space.


EMPOWER HER
While she is searching for the “perfect ﬁt” item that
meets all her requirements - make it easy for her to
save, compare and review.

4
She-Lore

TRUTH EXAMPLE

Women shop with a
destination in mind. Women shop
The elusive “perfect ﬁt” compulsively.

well, not all the time…
HP provides the ability to customize
one’s computer, including the cover
design. TV spots with female celebrities
like Serena Williams and Gwen
Stephanie customizing their personal
HP to include all their passions.


Facebook is the curated newsfeed.
DON’T HOLD BACK
Give her the whole story - not just the headlines.
Her currency is story. Give her personal details -
not facts and ﬁgures.

TRUTH

She wants details,
details, details. The
more the better.
5
She-Lore

Women are
overwhelmed
with information.
EXAMPLE

please...
Florida’s Natural is the only orange juice
that does not import their oranges. TV
spots ran showcasing the back of other
brand’s cartons and how their oranges
come from other countries.


http://www.thelooksforless.com
BE AUTHENTIC
Give her reasons to feel conﬁdent in herself without
comparing her to the “women men want.”

TRUTH

She’s more concerned
with impressing herself
and her friends,
6She-Lore

Women dress to
impress men.
EXAMPLE

not really...
“Only 2% of women around the world chose
‘beautiful’ to describe their looks”.
Celebrates natural beauty and not adhering
to the stereotypical image men prefer


How do women really
interact with media and how
can brands meaningfully ﬁt?


MEDIA INTERACTION
100 Women Completed Journals
Mothers Mothers Women
(Children 12 and younger) (Children 13-17) (No children living at home)

Women | 35-54 | working/non-working mix | $75k+ HHI | Journaled Online 4x in a week


Quickly made cereal for kids. Eggs for
husband Jim. Glanced at morning news. Ran errands on way home--mailed a
Briefly logged into Facebook to see friend package at the post office. Once
updates. Read paper to learn about local
zoning issue. Drove Jacob to school with
home looked at Target and Wal-Mart
circular to see if any good cookware is
Facebook is their digital
Madison in tow. She spilled her sippy cup.
Local newspaper | Yo Gabba Gabba | Blue’s Clues |
on sale. Double checked their
websites. With TV Land in
backbone (85% utilize)
Facebook.com | weather.com background, checked email and read
about latest hollywood breakup on
TMZ.com.
Yahoo homepage + email | TMZ.com | TV Land |
Online gaming is a favorite pass
Google (for news stories)
time (over 50%)
Went to gym and drop Madison off
at in-house daycare. Caught
HGTV on the TV while on elliptical.
Consumption divided into 11
Also read “Cooking Light” for meal Re-checked Facebook
ideas. Texted husband to see if he account and ‘commented’ on
a friends cute picture with her
topic centers of which news,
was into Chicken Parm for dinner.
Picked up chicken on way home. kids. Also fanned ‘Being a
Mom’. Skimmed for other lifestyle/home, entertainment,
online diversions--ordered
‘Cooking Light’ | ‘Real Simple’ | Health Clubs |
“Goodnight Moon” children’s fashion and health are at the top.
book at Amazon and looked
‘People’ | ‘Shape’ | ‘Self’ | grocery store for deals for kid’s clothes.
Made PB&J lunch for
Madison.
cuteoverload.com | newschannel5.com | News is being curated by friends
Amazon.com | slickdeals.com | pogo.com

Magazines still a staple while TV
Checked Expedia.com for
spring break ideas for family.
fades to background
Dollywood?!? Read favorite Picked Jacob up from
family blogs for activity ideas school. Finished
for upcoming holiday. Also on preparing dinner and NAME: ANNE
how to sneak vegetables in
kid’s food. Tried to diagnose
ate while watching AGE: 37 Day divided in 3 zones
American Idol on TV.
my weird symptoms at After the kids were in
webmd.com, but no luck STATUS: Married to husband Jim, 39,
bed, caught up on Real and living in outer Nashville. They have
(unless I have every known Housewives of Orange
condition). County on DVR. two children: Jacob, 8, and Madison, 3.

Travelocity.com | Tripadvisor.com | webmd.com | WeTV | TLC | HGTV
themommyblog.net | Expedia.com | blogher.com


MEDIA INTERACTION
Catch Up Productive Time “Me”/Family Time

Email Talk TV
Primetime TV
Daytime TV News
Weather
Gaming Gaming
Kids’ TV Wo Online Shopping
Radio rk or E
Social
Online Shopping rran Email Magazine Social
ds
Reality TV
News Social
News
Search

7:00 am 12:00 pm 7:00 pm

Online Habits (excluding Facebook & portals)

Afternoon

Morning

Evening


What women are doing with SOCIAL MEDIA

72% 73% 74%

Receive photos
Research Products
Purchase Products
61% 62%
9%

Used web-based e-mail
Publish pages

E-mail photos
11% Comment on blogs
15% Play games w/others
17% Use social sites
43%
21% Read blogs
40%
24%

Play games alone
Download music

27% 27%

Use IM
Watch web videos
24%
17% 21%
15%
9% 11%
Source: Forrester Research, 2008
* Center for Media research, May 2008 Report

Propagation:
Influencer marketing

Innovators Early Adopters Early Majority Late Majority Laggards


Communities:
Controlled branded spaces



Broadcast Media
Mass Reach



Media that’s social
Scalable Conversation



How social actions drive advocacy

Control group of Customers who follow the brand Customers creating content like
customers who complete on Twitter, fan the brand on posting videos, pictures, status
each digital action, but not Facebook or belong to a updates, tweets, blog posts or
on behalf of the brand. Facebook group. even custom products.

Control Engage Participate Contribute Create

Customers who have been Customers who freely
engaged by the brand with things offer product feedback
like: Augmented reality, microsites, and input via polls,
online games, mobile apps and reviews, forums and
online videos. applications.

N = 2578 total, 1277 Women, study conducted 03.10 by Consumer Insights Inc.

SOCIAL % who discussed brand in the past 12 months
N = 1277 Women

Control
Test
68%
62%
57%

46%

31% 32%
27%
24%

Engage Partcipate Create Contribute


SOCIAL % who discussed brand in the past 12 months
N = 1277 Women

Control
Test
Men 68%
60% 62%
57%
50%
48% 48%
46%

31% 32%
27%
24%



SOCIAL # of discussions past 12 months per 1000 customers
among women only

Control
Test 5,576

3,990

2,666
2,484

1,085 1,056
672 756


N = 2578 total, 1277 Women, study conducted 03.10 by Consumer Insights Inc. (Conversation Rate x % discuss) x 1000

“For every $1 million in sales,
the internet inﬂuences $3.45
million in store sales.”
-emarketer.com

So how much do you
think you’re leaving
on the table?


Building Advocacy With Women

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