Nima srinivasan presenting - 2011

New Approaches to Presen0ng Data June 23, 2011

Connectonomics: Women’s Edi7on Nima Srinivasan, Added Value

Event sponsored by Somra MBL Ltd All copyright owned by The Future Place and the presenters of the material

For more informa7on about Somra visit hMp://www.somra.net/ For more informa7on about NewMR events visit newmr.org

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Nima Srinivasan Added Value

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Women are oRen labeled “complex creatures”

? ? ? Source: Secondary Resources Speaker Nima Srinivasan, Added Value, USA

NewMR New Approaches to Presenting Data, June 23, 2011

Speaker Nima Srinivasan, Added Value, USA NewMR New Approaches to Presenting Data, June 23, 2011

This study iden7fies universal needs and helps marketers understand how to best

connect with women online.


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Understanding how channels meet needs helps simplify marke7ng to women

⁺ Why does she use different channels?

⁺ Who is she connec7ng with?

⁺  How do women share and receive informa7on?

⁺ Where is she most recep7ve to adver7sing?

⁺ Where is she ge]ng product informa7on?

⁺  How does she make buying decisions?

⁺ What is fundamentally important to women?

=


Understanding the needs of women

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Knowing what makes women 7ck leads to more effec7ve connec7ons

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Expert Interviews + Quan7ta7ve + Qualita7ve

Source: Dips2ck + Quan2ta2ve + Qualita2ve Speaker Nima Srinivasan, Added Value, USA NewMR New Approaches to Presenting Data, June 23, 2011

Some needs are more prevalent than others Relying on others

Personal Growth

Valid

a7on

from

Others

Relying on self 10 Source: Quan2ta2ve

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Mature Vs. Young

Mutual Sharing

Affec7onate Closeness

Release & Escape

Care of Self

Improve Myself

Repair & Healing

Bargain Hun7ng

Be Enabled In

Control

Broadening Horizons

Be in the Know

Being the Best

Pushing the limits

Valida7on

Up the Ante

Social Currency

Boomer Millennial

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

Prevalence of needs: How important is this need?

Source: Quan2ta2ve

Online Channels Delivering on Needs



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What channels did we look at?

iVillage Yahoo! Shine AllAboutYou SheKnows

Medical Blogs Diet & Nutri7on Mom Blogs

AIM Yahoo Gmail

CafeMom BabyCenter Scrapbooking DoItYourself

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

TwiMer

Yelp! Trip Advisor Citysearch Amazon

Yahoo! MSN Google Outlook Comcast

Facebook MeetUp MySpace


Fulfills nearly all needs, helping her be more sa7sfied emo7onally while being a smarter consumer

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Care of Self

Bargain Hun7ng

Improve Myself

Be enabled

Affec7onate closeness

Mutual Sharing

Release & Escape

Broadening Horizons

Valida7on

Repair & Healing

In Control

Be In the Know

Being the Best

Up the ante

Social Currency

Pushing the limits

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 state Source: Quan2ta2ve


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

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Care of Self

Bargain Hun7ng

Improve Myself

Be enabled


Mutual Sharing

Release & Escape

Broadening Horizons

Valida7on

Repair & Healing

In Control

Be In the Know

Being the Best

Up the ante

Social Currency

Pushing the limits

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 state Source: Quan2ta2ve


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Email, social networks, and IM have broad mass reach

Source: Quan2ta2ve Women n=2581

I use the following weekly…


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The people women choose to connect with varies significantly by channel I connect with the following people…

Source: Quan2ta2ve


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Source: Quan2ta2ve

They gather informa7on from content sites and share it on social networks… What I do on these sites…

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

Share links I found interes2ng 19% 22% 16% 21% 32% 48% 18% 28% 41%

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

Share interes2ng videos 11% 10% 8% 12% 16% 22% 7% 14% 31%


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Source: Quan2ta2ve

…and in person What 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 ac2vi2es I love

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


Content-‐rich sites offer exper7se and anonymity I read ABOUT the following…

Source: Quan2ta2ve


Casual Connec7ons Deeper Connec7ons

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

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Access to like-‐minded women and solu2ons that truly resonate without the risk of being judged by those who know you

Anon

ymou

s Ac

coun

table

Surprisingly, anonymity can lead to deeper connec7ons for women

Source: Qualita2ve + Quan2ta2ve


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Understanding the dynamics of info exchange What I do on these sites…

Source: Quan2ta2ve


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Source: Quan2ta2ve

Women receive informa7on about products & brands on content sites What 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%


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

Source: Quan2ta2ve

I use this for product or brand informa7on


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Helping marketers make the most out of these connec7ons



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Women have complex connected online lives

Source: Qualita2ve


“NEEDS

”

“RECEIVING”

“RECEPTIVITY”

“SHARING”

Care of Self

Bargain Hun7ng

Improve Myself

Be enabled


Mutual Sharing

Release & Escape

Broadening Horizons

Valida7on

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/ brands

Read reviews Read

comments/ posts


Share links/info I found interes7ng

Share interes7ng videos

Write reviews

Post/upload my own content

Post comments

Meet new people through this

I don’t pay aMen7on to ads here

Has reliable informa7on 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

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“RECEIVING”

“RECEPTIVITY”

“SHARING”




Write reviews


Post comments








Read comments/

posts Get info about my interests


Read reviews

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“NEEDS

”

Care of Self

Bargain Hun7ng

Improve Myself

Be enabled


Mutual Sharing

Release & Escape

Broadening Horizons

Valida7on

Repair & Healing

In Control

Be In the Know

Being the Best

Up the ante

Social Currency

Pushing the limits

“RECEIVING”

“RECEPTIVITY”

Read comments/

posts Get info about my interests


Read reviews







“SHARING”



Write reviews




Post comments

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“NEEDS

”

Care of Self

Bargain Hun7ng

Improve Myself

Be enabled


Mutual Sharing

Release & Escape

Broadening Horizons

Valida7on

Repair & Healing

In Control

Be In the Know

Being the Best

Up the ante

Social Currency

Pushing the limits

1.   Needs: Understanding women’s needs should inform

product, marke7ng and content decisions.

2.   Channels: How women navigate the web should dictate how the channel is used for marke7ng communica7ons.

3.   Recep7vity: Women are most recep7ve to marke7ng messages on lifestyle, specialty and review sites.



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Q&A

Nima Srinivasan Added Value

Andrew Jeavons Survey Analy7cs

Nima srinivasan presenting - 2011

Marketing

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