Connectonomics

Agenda

2

Identifying the needs of women

Understanding how online channels deliver on those needs

Helping marketers make the most out of these connections

• 5 Expert interviews • 25 additional

interviews to unearth Needs

20 women: academics, bloggers, moms, professionals

5 men: to ensure we had a counter point

• N=3000• 30-minute online

surveys• Nationally

representative• Use a mix of online

channels and sites• Augment of n=250

mom-bloggers or avid followers of bloggers

• 8 Groups 4 in Denver, CO 4 in New York, NY

• Mix of age• With & without kids• Working & stay at

home

1-to-1 INTERVIEWS QUANTITATIVE QUALITATIVE

+ +

Our Phased Approach

3

4

Women are often labeled “complex creatures”

? ? ?Source: Secondary Resources

This study breaks through the labels to understand women and their needs

7

How I feelIt’s not taboo to take care of my own needs, emotions

What I doI live a robust, multifaceted life that can’t be pigeonholed

Who I amI’d like to develop & express myselfI don’t have to be perfect

What I thinkThe Internet has access to tons of information, answers & women like me

Source: Qualitative & Dipsticks (Qualitative)

Women don’t want to be bucketed and aren’t interested in perfection

8

Understanding this complexity helps us market to women more effectively

⁺ Why does she use different channels?

⁺ Who is she connecting with?

⁺ Where are women sharing or receiving?

⁺ Where is she most receptive to advertising?

⁺ Where is she getting product information?

⁺ How does she get deals and share them?

⁺ What is fundamentally important to women?

=

Understanding the needs of women

9

10

Breaking it down to basic needs

What drivesher?

Do needs differ by life stage?

What doesshe want whenconnecting with others?

Knowing what makes women tick

1111

Expert Interviews + Quantitative + Qualitative

Source: Dipstick + Quantitative + Qualitative

Some needs are more prevalent than others Relying on others

Personal Grow

thVa

lidati

on fr

om O

ther

s

Relying on self 12Source: Quantitative

13

Mature Vs. Young

Mutual Sharing

AffectionateCloseness

Release& Escape

Careof Self

ImproveMyself

Repair & Healing

BargainHunting

BeEnabledIn

Control

BroadeningHorizons

Be in theKnow

Beingthe Best

Pushing thelimits

Validation

Up the Ante

Social Currency

BoomerMillennial

Base size: Millennial Women n=411; Boomer Women n=1011

Prevalence of needs: How important is this need?

Source: Quantitative

14

Stay at Home vs. Work out of Home

Stay at HomeWorking

Source: QuantitativeBase size: Working Women n=1803; Homemakers n=337

Mutual Sharing


Release& Escape

Careof Self

ImproveMyself

Repair & Healing

BargainHunting

BeEnabledIn

Control

BroadeningHorizons

Be in theKnow

Beingthe Best

Pushing thelimits

Validation

Up the Ante

Social Currency


15

KidsNo Kids

Kids vs. No Kids

Source: QuantitativeBase size: Women with kids n=692; Women without kids n=752

Mutual Sharing


Release& Escape

Careof Self

ImproveMyself

Repair & Healing

BargainHunting

BeEnabledIn

Control

BroadeningHorizons

Be in theKnow

Beingthe Best

Pushing thelimits

Validation

Up the Ante

Social Currency


16

Much is made of perceived differences between different women, but their underlying needs are consistent

The most important needs are about personal growth and connecting with others

Understanding Needs

Online Channels Delivering on Needs

17

18

Understanding Channels is Imperative

How do the channels fulfill needs?

How often is she using the channels?

Who is she connecting with?

What info is she sharing and receiving and where?

19

What channels did we look at?

iVillageYahoo! ShineAllAboutYouSheKnows

Medical BlogsDiet & NutritionMom Blogs

AIMYahooGmail

CafeMomBabyCenterScrapbooking DoItYourself

Sports, Hobbies, Ethnicity centric groups, church and local groups

Twitter

Yelp!Trip AdvisorCitysearchAmazon

Yahoo!MSNGoogleOutlookComcast

FacebookMeetUpMySpace

How Channels Fulfill Needs

Care of Self

Bargain Hunting

Improve Myself

Be enabled

Affectionate closeness

Mutual Sharing

Release & Escape

Broadening Horizons

Validation

Repair & Healing

In Control

Be In the Know

Being the Best

Up the ante

Social Currency

Pushing the limits

20

NEXT SECTION - HIGHLIGHTING = More than 60% of Women feel Channel delivers on the following need state and/or channel is one of the top 5 to deliver on the need stateSource: Quantitative

Fulfills nearly all needs, helping her be more satisfied emotionally while being a smarter consumer

21

Care of Self

Bargain Hunting

Improve Myself

Be enabled


Mutual Sharing

Release & Escape

Broadening Horizons

Validation

Repair & Healing

In Control

Be In the Know

Being the Best

Up the ante

Social Currency

Pushing the limits


Offers sharing regarding personal questions & concerns from others “like her” but might not “know her”

22

Care of Self

Bargain Hunting

Improve Myself

Be enabled


Mutual Sharing

Release & Escape

Broadening Horizons

Validation

Repair & Healing

In Control

Be In the Know

Being the Best

Up the ante

Social Currency

Pushing the limits


Controlled information to be used for bargain hunting

In turn, making her feel smarter and enabled

23

Care of Self

Bargain Hunting

Improve Myself

Be enabled


Mutual Sharing

Release & Escape

Broadening Horizons

Validation

Repair & Healing

In Control

Be In the Know

Being the Best

Up the ante

Social Currency

Pushing the limits


Self improvement, being in the know, & pushing the limits

24

Care of Self

Bargain Hunting

Improve Myself

Be enabled


Mutual Sharing

Release & Escape

Broadening Horizons

Validation

Repair & Healing

In Control

Be In the Know

Being the Best

Up the ante

Social Currency

Pushing the limits


Connection to people who love what she loves

Taps into our identity and can even aid in bargain hunting

25

Care of Self

Bargain Hunting

Improve Myself

Be enabled


Mutual Sharing

Release & Escape

Broadening Horizons

Validation

Repair & Healing

In Control

Be In the Know

Being the Best

Up the ante

Social Currency

Pushing the limits


Strong in delivering for care of self and the need to be in control

Great for communicating the important things

26

Care of Self

Bargain Hunting

Improve Myself

Be enabled


Mutual Sharing

Release & Escape

Broadening Horizons

Validation

Repair & Healing

In Control

Be In the Know

Being the Best

Up the ante

Social Currency

Pushing the limits


Instant message= Instant Sharing

27

Care of Self

Bargain Hunting

Improve Myself

Be enabled


Mutual Sharing

Release & Escape

Broadening Horizons

Validation

Repair & Healing

In Control

Be In the Know

Being the Best

Up the ante

Social Currency

Pushing the limits


About feeling smarter, better & “being in the know”

Strong social currency & broadening horizons

28

Care of Self

Bargain Hunting

Improve Myself

Be enabled


Mutual Sharing

Release & Escape

Broadening Horizons

Validation

Repair & Healing

In Control

Be In the Know

Being the Best

Up the ante

Social Currency

Pushing the limits


Being close to her circle with the ability to share and release

Being in the know without being “close”

29

Care of Self

Bargain Hunting

Improve Myself

Be enabled


Mutual Sharing

Release & Escape

Broadening Horizons

Validation

Repair & Healing

In Control

Be In the Know

Being the Best

Up the ante

Social Currency

Pushing the limits


30

Women have complex connected online lives

Source: Qualitative

31

Email, social networks, and IM have broad mass reach

Source: QuantitativeWomen n=2581

97%

73%

49%44% 43% 40%

33% 33%

19%

I use the following weekly…

32

Connections vary significantly by channelI connect with the following people…


33Source: Quantitative

Information taken from content sites is shared on social networks…What I do on these sites…

Post comments 20% 25% 21% 37% 34% 10% 11% 31% 67%

Share links I found interesting 19% 22% 16% 21% 32% 48% 18% 28% 41%

Write reviews 16% 20% 24% 19% 16% 5% 3% 10% 8%

Share interesting videos 11% 10% 8% 12% 16% 22% 7% 14% 31%


…and in personWhat I do on these sites…

Take what I find & share with others in person

29% 34% 36% 30% 31% 28% 11% 20% 31%

Discuss or share info about products & brands

26% 28% 28% 25% 28% 21% 8% 19% 17%

Helps connect me with offline activities I love

22% 26% 24% 19% 26% 17% 6% 16% 21%


Women receive information about products & brands on content sitesWhat I do on these sites…

Get info about products & brands 44% 47% 58% 31% 33% 20% 3% 16% 11%

Read reviews 43% 44% 59% 36% 34% 8% 2% 14% 10%

Read & post comments 35% 39% 37% 54% 545%4% 14% 7% 36% 70%

Content-rich sites offer expertise and anonymityI read ABOUT the following…


Casual Connections Deeper Connections

About quick, pithy, more public sharing, news, updates

37

Access to like-minded women and solutions that truly resonate without the risk of being judged by those who know you

Anon

ymou

sAc

coun

tabl

eSurprisingly, anonymity can yield deeper connections

Source: Qualitative + Quantitative

Communication channels and social networking channels are used most often

Content channels and groups meet the widest range of needs

Content channels also offer anonymity and deeper connection

Understanding Channels

38

39

Helping marketers make the most out of these connections

39

40

Leveraging these Channels for Marketing & Advertising

Where is she more accepting of ads?

What channels influence purchase decisions?

How do the channels deliver on deals?

Where is she talking about brands?

Ads on content sites are more relevant and engagingHow do you feel about each online channel, select all statements that apply…


Informs me of new products 42% 37% 40% 26% 24% 15% 3% 20% 12%

Introduces me to brands I hadn'theard about

42% 39% 37% 25% 26% 14% 2% 17% 13%

Has encouraged me to try out new products

37% 34% 35% 28% 22% 16% 3% 15% 9%

Helps me make the right purchase decision

32% 36% 51% 24% 21% 11% 3% 10% 6%


Content sites inform purchase decisionsHow do you feel about each online channel, select all statements that apply…


Content-sites offer an appropriate forum for customer acquisition and engagement

Gives me access to great savings 30% 28% 29% 20% 20% 23% 2% 13% 6%

Makes it easy to share product, brand related info, & ads

29% 29% 30% 22% 22% 14% 5% 21% 14%

Helps ensure I don't miss out on good deals

27% 26% 24% 23% 18% 24% 3% 16% 8%

How do you feel about each online channel, select all statements that apply…

43

44

Brand & product sharing are taking place most in content driven sites


I use this for product or brand information

Women’s Lifestyle sites, Special Interest sites, and Online Review sites are seen as relevant and impactful marketing channels.

Ads, specifically, on content sites are more relevant and engaging

They have impact through the course of the funnel

45

Delivering for Marketers

“NEE

DS”

“RECEIVING”

“RECEPTIVITY”

“SHARIN

G”

Care of Self

Bargain Hunting

Improve Myself

Be enabled


Mutual Sharing

Release & Escape

Broadening Horizons

Validation

Repair & Healing

In Control

Be in the Know

Being the Best

Up the ante

Social Currency

Pushing the limits

Get info about my interests

Get info about products/

brandsRead reviews

Read comments/

posts


Share links/info I found interesting

Share interesting videos

Write reviews

Post/upload my own content

Post comments

Meet new people through this

I don’t pay attention to

ads here

Has reliable information on brands/

products

Useful to figure out

what brands are there

Gives me different point of views on products

Has encouraged

me to try out new products

46

“RECEIVING”

“RECEPTIVITY”

“SHARIN

G”




Write reviews


Post comments



ads here


products




Has encouraged


Read comments/

posts



brandsRead reviews

47

“NEE

DS”

Care of Self

Bargain Hunting

Improve Myself

Be enabled


Mutual Sharing

Release & Escape

Broadening Horizons

Validation

Repair & Healing

In Control

Be In the Know

Being the Best

Up the ante

Social Currency

Pushing the limits

“RECEPTIVITY”


ads here


products




Has encouraged


“SHARIN

G”




Write reviews


Post comments


“RECEIVING”



brandsRead reviews

Read comments/

posts

48

“NEE

DS”

Care of Self

Bargain Hunting

Improve Myself

Be enabled


Mutual Sharing

Release & Escape

Broadening Horizons

Validation

Repair & Healing

In Control

Be In the Know

Being the Best

Up the ante

Social Currency

Pushing the limits

“RECEPTIVITY”

“SHARIN

G”



Write reviews




Post comments


ads here


products




Has encouraged


“RECEIVING”

Read comments/

posts



brandsRead reviews

49

“NEE

DS”

Care of Self

Bargain Hunting

Improve Myself

Be enabled


Mutual Sharing

Release & Escape

Broadening Horizons

Validation

Repair & Healing

In Control

Be In the Know

Being the Best

Up the ante

Social Currency

Pushing the limits

“RECEIVING”

“RECEPTIVITY”

“SHARIN

G”







ads here


products



Write reviews

Post comments


Has encouraged




brandsRead reviews

Read comments/

posts

50

“NEE

DS”

Care of Self

Bargain Hunting

Improve Myself

Be enabled


Mutual Sharing

Release & Escape

Broadening Horizons

Validation

Repair & Healing

In Control

Be In the Know

Being the Best

Up the ante

Social Currency

Pushing the limits

“RECEIVING”

“RECEPTIVITY”


brandsRead reviews

Read comments/

posts


ads here


products




Has encouraged


“SHARIN

G”




Write reviews


Post comments



51

“NEE

DS”

Care of Self

Bargain Hunting

Improve Myself

Be enabled


Mutual Sharing

Release & Escape

Broadening Horizons

Validation

Repair & Healing

In Control

Be In the Know

Being the Best

Up the ante

Social Currency

Pushing the limits

“RECEIVING”

“RECEPTIVITY”

Read comments/

posts


ads here



brandsRead reviews


products




Has encouraged


“SHARIN

G”



Write reviews




Post comments

52

“NEE

DS”

Care of Self

Bargain Hunting

Improve Myself

Be enabled


Mutual Sharing

Release & Escape

Broadening Horizons

Validation

Repair & Healing

In Control

Be In the Know

Being the Best

Up the ante

Social Currency

Pushing the limits

“RECEIVING”

“RECEPTIVITY”

“SHARIN

G”

Read comments/

posts



Write reviews




ads here



brandsRead reviews


Post comments


products




Has encouraged


53

“NEE

DS”

Care of Self

Bargain Hunting

Improve Myself

Be enabled


Mutual Sharing

Release & Escape

Broadening Horizons

Validation

Repair & Healing

In Control

Be In the Know

Being the Best

Up the ante

Social Currency

Pushing the limits

“RECEIVING”

“RECEPTIVITY”

“SHARIN

G”

Read comments/

posts



Write reviews



ads here



brandsRead reviews


Post comments


products




Has encouraged


54

“NEE

DS”

Care of Self

Bargain Hunting

Improve Myself

Be enabled


Mutual Sharing

Release & Escape

Broadening Horizons

Validation

Repair & Healing

In Control

Be In the Know

Being the Best

Up the ante

Social Currency

Pushing the limits


“RECEIVING”

“RECEPTIVITY”

Read comments/

posts



brandsRead reviews


products




Has encouraged



ads here

“SHARIN

G”



Write reviews




Post comments

55

“NEE

DS”

Care of Self

Bargain Hunting

Improve Myself

Be enabled


Mutual Sharing

Release & Escape

Broadening Horizons

Validation

Repair & Healing

In Control

Be In the Know

Being the Best

Up the ante

Social Currency

Pushing the limits

1. Needs: Focusing on underlying needs enables deeper emotional connections with women, for product, marketing and content functions.• The most important needs for women revolve around personal growth, as well as their

interdependencies on others in their lives.

2. Channels: Understanding how channels deliver differently on needs allows for fine tuning of marketing communications.• Social networking and IM are used most often by women. These channels enable women to stay

connected and share information, but these connections are more casual. Marketing messages are often ignored in these environments.

• Women’s lifestyle and Special interest sites fulfill the most needs for women. These channels also offer anonymity which results in deep emotional connection.

• Email continues to be one of the stronger channels in terms of usage and a great channel for content sharing.

3. Receptivity: Women’s lifestyle sites, specialty sites and review sites are ideal platforms for delivering marketing messages.• These channels deliver 3x the impact on purchase decisions compared to other online channels.• Women are most open to advertising on these channels especially compared to communication.

56

THANK YOU!Amy Janis Edwin H. WongRadha SubramanyamLauren WeinbergIra AmilhussinChristina Mautz

Nima SrinivasanCarisha LariosKimberly BaylorJason HuntleyAmisha AgrawalMariano Paniello

?’s:

[email protected]@yahoo-inc.com

57

Connectonomics

Business

Transcript of Connectonomics