Social Media/Digital Communications Proposal For

“The Millionaire Mystique”

By: Jude Miller Burke

Developed by Pace Public Relations Bess Donoghue, Chang Gao, Nick Kap, Wen Liang, Annie Scranton

December 3, 2014

© 2014, Pace Public Relations, All rights reserved.

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Table of Contents Campaign Overview………………………………………………………………………..……1 Research………………………………………………………………………………………..…1 Goals and Objectives……………………………………………………………………….……6 Audience Profile……………………………………………………………………………….…8 Monitoring and Tracking Conversation………………………………………………..………8 Channel Strategy and Purpose………………………………………………………..………12 Message Content and Strategy…………………………………………………………..……17 Engagement Strategy……………………………………………………………………..……20 Measurement Strategy………………………………………………………………………….22 Conclusion………………………………………………………………………………..….….26 Appendix……………………………………………………………..………………………….27

Campaign Overview This social media campaign is for The Millionaire Mystique, by Jude Miller Burke. The

campaign is titled “The Female Millionaire,” to support the topic covered in the book, the

possibilities for women to become leaders and millionaires. This report will offer research, goals

and objectives, audience profiles, channel/message/engagement/measurement strategies and

more for a successful and engaging digital outreach campaign. Throughout this campaign, Pace

Public Relations hopes to not only encourage higher sales of the book, but also promote the sale

of The Millionaire Mystique by developing relationships with female online influencers,

bloggers, students, leaders, and even millionaires in the digital space.

Research

ABOUT THE BOOK

The Millionaire Mystique, by Dr. Jude Miller Burke, is based on a unique three-year

study of nearly 200 self-made millionaires. A self-help guide, The Millionaire Mystique instructs

the reader on how they can better themselves and become successful. It uses specific examples

and thorough research to illustrate and support its claims. It addresses five personality traits that

predict successful work and leadership styles and key self-management techniques to balancing a

healthy work and familial life and some of the obstacles many women face.

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ABOUT THE AUTHOR

Dr. Jude Miller Burke is a business psychologist, executive coach and self-made

millionaire. She earned her M.A. and a Ph.D. in Organizational Systems as well as a second

M.A. in Counseling Psychology. She has extensive corporate experience in management and

leadership and provides executive coaching in business and management at Fortune 100

companies.

TARGET AUDIENCES

The Millionaire Mystique was written for career minded women (or men) of any sort and

makes no distinction between levels of success. It is equally valuable to those who have taken

time off to raise a family, have switched career paths, have recently relocated or experienced

financial and/or other setbacks. Following a survey of potential audiences, Pace Public Relations

learned more about the target audiences for this book.

• Industries with a receptive audience to our book’s message: Our survey overwhelmingly found the political and financial services industries to be most likely

to be receptive to our message. They also indicated the sports and computer science industries

may host a number of people who would also benefit from our message.

• Issues important to our audience: The three most important issues were: maintaining a healthy work/life balance, overcoming

prejudice and dealing with unequal workplace challenges.

• How our audience chooses what they read: Most of our readers tend to choose which book(s) the read after browsing in a bookstore, based

off suggestions by their peers or by looking though the “similar books” sections of online

bookstores, such as Amazon, after having bought or read a book they previously enjoyed.

63% after browsing in a bookstore, Academic or peer Suggestions, look for “similar books”

online.

COMPETITION RESEARCH

Competition with The Millionaire Mystique are other self-help books, such as

GIRLBOSS, by Sophia Amoruso; The 7 Habits of Highly Effective People: Powerful Lessons in

Personal Change, by Stephen R. Covey; The Millionaire Next Door: The Surprising Secrets of

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America's Wealthy Paperback, by Thomas J. Stanley; as well as Think and Grow Rich, by

Napoleon Hill. Organizations which promote misogynistic beliefs and opinions about women

and the workplace, such as the American Family Association (AFA), are also obstacles whose

influence must be overcome.

While different competitors target different Age groups, #GRILBOSS seems to be our

biggest competitor on social media. After getting published in May it appears they ran a short

promotional campaign during which time their activity was significant. Our other competitors

social media activity is either non-existent or marginal and leaves the environment open to our

messages.

POTENTIAL INFLUENCERS

A list of influencers we should reach out to who are aligned with the book’s message and

would support our book, generating increased coverage and sales.

Individuals who could serve multiple purposes:

• Gloria Steinem • Oprah Winfrey • Meg Whitman

• Hillary Clinton • Nancy Keenan • Tory Burch

• Kirsten Gillibrand • Jenna Goudreau • Emma Watson

• Sheryl Sandberg • Marissa Mayer

Blogs/Bloggers:

• Thoughtcatalog.com • Thedcladies.com • Aprettypennyblog.com

• Earlytorise.com • Under30ceo.com • Dailykos.com

• Thewip.net • Wowowow.com • Theworkathomewoman.com

• Nataliesnapp.com • Empowher.com • Womenonbusiness.com

• Shetakesontheworld.com

CURRENT STATE OF SOCIAL MEDIA

The Millionaire Mystique as well as author, Jude Miller Burke has very little social media

presence. While she currently operates a Twitter feed, Facebook and LinkedIn profiles, and a

blog, these feeds are not updated often, and simply share information, rather than increase

engagement with Burke’s followers. In order to create a larger online following, Burke will need

to increase her participation in the digital world. In order to provide some perspective, Pace ! 4

Public Relations has created a S.W.O.T. analysis of Jude Miller’s Burke current state of media in

order to provide a sense of her strengths, weaknesses, opportunities, and threats prior to this

campaign.

One strength for Burke is her already established presence on social media. While many

are still hesitant about social media and prefer traditional forms of marketing/advertising, Burke

has embraced this new form of communication. It shows an eagerness to learn new concepts, and

she has already put her self ahead by just having launched the various feeds and profiles. Another

strength is in regards to the content of her book, which has potential for creating unique,

engaging posts. The topic of female wealth and women millionaires will be able to reach

potential influencers, and establish a lot of relationships leading to brand champions.

One weakness is the lack of consistency with all of Burke’s posts. She is not actively

engaging her followers, and the content of her posts are weak. Burke is also driving followers to

a website with a blog that has not been updated in the last year. It will be necessary for Burke

moving forward to make a commitment to all of her digital outreach opportunities.

Jude Miller Burke and The Millionaire Mystique have a lot of opportunities in store for

them. One opportunity is that she is targeting an audience that is very active on social media, so

once she does starting making regular posts, she will have a very positive and engaging response

from followers. She also has the potential to establish a lot of relationships in the digital world

with important influencers including female millionaires or other successful women. She can

also reach important groups such as online book clubs, where she can have the opportunity to

promote her book and have discussions about the topic. Finally, by using social media, she will

be able to take advantage of beneficial monitoring/measuring tools to learn what content is most

well-received. Based on the statistics from these metric tools, Burke will be able to cater her

content towards her fans.

Currently, her largest threat is the quick rate at which social media moves, and her lack of

timely response. The world of social media changes daily, and in order to engage followers, a

move active commitment on these platforms will be necessary. Additionally, she has competition

that currently embraces the opportunities of social media more. However, on the flip side, by

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taking a more active approach to social media, she will be able to track her competition and

understand how they are posting and sharing content differently.

Overall, Pace Public Relations would like to recommend an entirely new launch of Jude

Miller’s Burke’s social media presence, while also introducing her new book, The Millionaire

Mystique. While incorporating basic elements of what was initially in Burke’s previous social

media profiles and feeds, PPR would like to create a digital presence that is more consistent, with

specific goals, an idea of what audiences we would like to target, strategies and tactics for the the

content of the messages, as well as engaging the followers, and finally measure how this new

activity on social media platforms is performing. All of this combined will allow Jude Miller

Burke and The Millionaire Mystique a very strong presence in the new social media world, and

having a strong voice in the digital conversation.

Goals and Objectives

GOAL 1: SALES

The goal of this Social Media Public Relations campaign is to help the author, Jude

Miller Burke, achieve sales. Any and all social outreach conducted from Pace Public Relations

has this goal in mind. We hope that 10% of book sales can be attributed to social media outreach

and this will be our clearing house for quantifying the effectiveness of our work.

GOAL 2: RAISE AWARENESS

Another key goal of our Social Media campaign is to raise awareness amongst women,

our key demographic. PPR is aiming to reach critical masses through interacting with key

women’s groups and organizations, by both promoting Jude’s book, but also by promoting key,

like-minded messages from within our key demographic.

PPR will quantify the effectiveness of this goal by targeting 15 key women’s

organizations and coming up with a strategy on effective ways to target these groups. We will

aim to develop a relationship with these groups all in the hopes that they will then begin to send

our message out to their key social media channels.

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GOAL 3: NEW FOLLOWERS AND RELATIONSHIPS

Another key goal of this campaign is to gain new followers on social media. We hope to

gain a following of 25 new followers per week and will quantify success by actual numbers but

also if the followers are users in our key demo: women from 22-40, who are career-minded.

Additionally, we hope to develop relationships with potential influencers who can become brand

champions for The Millionaire Mystique.

GOAL 4: MEDIA MENTIONS

PPR will also try to achieve blog & website mentions for The Millionaire Mystique. By

interacting with journalists on social media, PPR will supplement traditional outreach to

journalists (typically done via email). Additionally, PPR will identify the top 20 journalists who

write on the topic of women & business and begin authentic engagement with these reporters on

stories they write.

GOAL 5: REACH KEY BUSINESS OWNERS & INSTITUTIONS

We also have the goal of reaching key business owners & institutions. If PPR can

position The Millionaire Mystique as a critical book for business owners & employees within

major finance corporations, we will automatically reach large sales & the critical masses. Our

goal is to have HR divisions within major companies refer this book as recommended reading for

all employees.

GOAL 6: IDENTIFY TRENDING, RELEVANT TOPICS

Jude Miller Burke should also lean on Pace PR to identify trending topics on Twitter,

Facebook & Instagram that The Millionaire Mystique should become engaged with. Examples

include Dove’s Real Beauty Campaign or Emma Watson’s #HeForShe campaign through the

United Nations.

GOAL 7: CREATING MEANINGFUL ENGAGEMENT WITH USERS

Another goal, as with any social media campaign, is to create an engagement on all social

media platforms. By creating a true and meaningful engagement with users, sales and awareness

happen more easily. From small blogs, to major websites & newspapers, to individuals, to large

corporations – we want to make “The Millionaire Mystique” a known entity in our key demo.

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PPR will quantify the success of reaching these goals through calculating new followers,

the influence ranking of the followers and number of tweets from our team and from others we

interact with. It is our goal to have one post per day on Facebook & Instagram and at least five

per day on Twitter.

Audience Profile The audience for The Millionaire Mystique is career-minded women, ages 22-40. While

this book does have mass, critical appeal, this is our key demo. PPR will need to identify key

influencers who fit this demo on all social media platforms and begin implementing our goals for

each and every user identified.

PPR will also try to reach the critical masses by creating a meaningful dialogue with the

editors and reporters from websites, blogs, newspapers & magazines that our key demo is

reading. PPR will connect with the best-suited journalists from each of these outlets via social

media, supplementing traditional media outreach. Outlets include: Marie Claire, Huffington Post,

Cosmopolitan, The New York Times.

Our key demo will also be following organizations that cater to working, professional

women ages 22-40. Some examples of these groups include The Junior League, Step-Up

Network and Young Professional Organizations.

Another key audience profile are Human Resources executives. PPR believes that HR

departments would like to have this book on hand as recommended readings for many

businesses.

Another key audience profile is the career development offices at colleges & universities.

Though this demo skews a little younger than our key audience, we feel the wide reach of major

colleges and universities will automatically help to raise awareness for The Millionaire Mystique.

Monitoring and Tracking ConversationsBefore conducting strategy and tactics, we must know our audiences’ interests and the

current topics regarding female millionaires within traditional and social media. To monitor the

conversations, Pace Public Relations will use specific tracking tools. Since there are so many key

words and trending topics about female millionaires, we need to find the right combination and

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expression that receive the most exposure on social media. Sometimes only one expression got

the exposure while other expressions with the same meaning may not generate such coverage.

Based on this understanding, we chose several monitoring tools to keep an eye on conversations

about female millionaires in different platforms. We listed five key words to see the differences

of various key word combinations. The exact functions of those platforms are listed below.

PRINT/TRADITIONAL MEDIA - SYSOMOS (Print/Traditional media)

We used Sysomos to monitor the conversation on traditional media about women

millionaire to see people’s interests.

TWEETS – TOPSY, TWEETREACH, SYSOMOS

Twitter’s role in the social media world cannot be understated. This tool is a free platform

with huge influence. Pace Public Relations analyzed Tweets with words, links, photos, and even

videos, to find out the key words and trending topics on Twitter in the last thirty days.

Sentiment Key words Buzz

Women

career

100%

PositiveParental, workforce, flexibility, policies

Childcare, flexibility,

workforce, advance

Women

millionaire93% Positive

Positive: love, life, age, success, family

Negative: violence, drugs, assaults, NFLVote, democratic

Female

millionaire97% Positive

Positive: happy, emotional, time, career,

free business

Negative: Prison, violent, kill, beat

Madame, walker,

Female

career90% Positive

Positive: business, time, support

Negative: incident, assault, victim,

lawsuit

Horner, awarded,

mentor, leader

Women entrepreneur

96% PositivePositive:

Negative: devastating, smoking, illness

Founder, recognized,

CEO, busy

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BLOGS – SOCIAL MENTION, SYSOMOS

Sentiment

Reach

(Twitter

accounts)

Top Contributors Key words Hashtags

Women

career

25605 Tweets

71% Positive

1,630,324 @HarvardBiz

@projecteve1

Advises,

Tips,

Tamily,

Changing,

Male

#career

#women

#marketing

#entrepreneur

Women

millionaire

736 Tweets

49% Positive69,620 @ChelseaClinton

@pattistanger

Beautiful,

Enterprise,

Wealth,

Male

#millionaire

#women

#money

Female

millionaire

856 Tweets

52% Positive78,069 Too little buzz

Black,

America,

Googlefac,

Millionaire

#history

#feminism

#oprah

Female career2245 Tweets

67% Positive139,265

@Samsamum @everywomanU

K

Students,

Advice,

Leadership

CEO

#career

#leadership

#leo

#supercharge

yourcareer

Women

entrepreneur

2683 Tweets

76% Positive40,270

@WomenInBizRock

@EntMagazine @FamousBlogge

rs @VeroCool

@moolahoop

Coaching

Listen

Forward

Successful

#Women

#coaching

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Using Social Mention and Sysomos, we can also focus on the trending topics and key

words inside the blog world. Blogs are a more serious digital platform that convey deep thoughts

about issues. This tool can help us know some more extensive thoughts (and ideas beyond 140

characters) about women millionaires.

FACEBOOK FAN PAGE (UN WOMEN) – SIMPLY MEASURED

Since Facebook is still the largest and most famous social media platform, we also want

to know the conversations about our product on this platform. There is currently no Facebook

page for the new book The Millionaire Mystique; I chose a Facebook page with the same topic,

which provides opportunities to help women succeed called UN Women. We used simply

measured and Sysomos to monitor the engagement of the page in the last 11 days as a guide as to

how Pace Public Relations can operate a successful page for The Millionaire Mystique.

There are also other Facebook pages about women millionaires, like the “Conversations with

Female Millionaires,” “Women’s Millionaire Club.” These two Facebook pages are also for the

purpose to promote a book about women millionaires, but there were few engagements on those

pages, so we kept a focus on pages that support female empowerment. The low engagement on

SentimentAudience’s

ageKey words Industry distribution

Women

career100% Positive 21-35(36%)

Career

women

basketball

Cosby

Education (22%)

Communication, media (8.8%)

Accounting (9.7%)

Non-profit (8.8%)

Women

millionaire100% Positive 21-35(50%)

Lydia

millionaire

women

Education (50%)

Publishing (16.6%)

Communication, media(16.6%)

Sports(16.6%)

Female career 87% Positive 21-35(42.8%)Women

millionaire

Communication, media(14.4%)

Arts(11.5%)

Education(10.1%)

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these two Facebook pages shows it is not easy to catch the eyes of customers for a book like the

Millionaire Mystique, but we have the possibility to do better than other similar books with the

use of more social media platforms and novel communication strategies.

KEYWORDS AND TRENDING TOPICS

Based on the research and analysis of the related conversations, we found several key

words that may get the most exposure and attract most people in media. When we start to

conduct our social media strategy and tactics, we will use some of those key words and trending

topics to generate more buzz on The Millionaire Mystique.

• Women career

• Women millionaire

• Women entrepreneur

• Tips for young women to be success

• Working conditions for women, like balance between family and career, women’s

happiness, and gender differentiation.

• Hashtags to use: #women #WomenEnterpreneur #career #leadership #coaching

Channel Strategy and Purpose After knowing the right trends about women millionaires in social media, we need to find

out where to participate in hundreds of social media platforms to get the maximum engagement

with minimum efforts.

TWITTER

Twitter is the fourth most popular social media platform, with a participation of 18% of

American adults offering a very high engagement compared to other platforms. We want to use

Twitter to get young working women and female students to engage in our conversation about

Fans Sentiment Key words Posts Likes Comments Replies

UN Women 359,736 91% Positive

Feminism

Gender

Violence

178 18,110 315 3

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how to succeed in career and how to become millionaire. The update of information on Twitter is

so fast that top hashtags yesterday will be replaced by latest events. Pace Public Relations will

keep information updated, give out new information and activities related to the latest trends and

keep monitoring the response of our audience. Twitter is also important for us to reach

influencers with the most authority. The most valuable influencers on twitter about women

millionaire are listed below. Pace Public Relations will make it a priority to develop relationships

with these influencers and become branch champions for each other.

FACEBOOK

Although hundreds of new social media platforms continue to emerge, Facebook is still

the top social media platform with 1.19 billion users globally. Based on the fact that 73% of

adults in America use Facebook, it is necessary the campaign uses this tool to increase awareness

of the book The Millionaire Mystique. First, we will build a Facebook page called The

Account Reach

Followers

Average

Authority

High authoritative

followersTheme

@WomenInBizRock1592 Followers

127,439 Reach6.6(1-10)

@hootsuite @2morrowknight @Addictd2Success

Organization

Women

Entrepreneur

Nurture

@mombizcoach25,812 Followers

67,961 Reach8(1-10)

@AnthonyGemma @Parenting @drjoyce_knudsen

Coach

Mom

Marketing

@EntMagazine942,978 Followers

100,247 Reach3.1(1-10)

@thekiranbedi @AmyJoMartin @JJRENDON

Inspiring

entrepreneur

@Inc

1,062,516

Followers

803,760 Reach

3.2(1-10)@BarackObama @TheEllenShow @IvankaTrump

Start business

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Millionaire Mystique with an introduction of the author Jude Miller Burke as well as her book.

On the page, we will post interesting facts about women millionaires and give the purchase link

about the book, and other engaging posts. Based on research from Wishpond , to get more 1

engagement on Facebook page, we will use fewer words in posts, include pictures to show visual

attractiveness, or use question posts to generate buzz. Facebook will also provider numerous

opportunities to improve relationships with influencers, and to give, but also take for each other’s

campaigns.

WEBSITE

The existing website about The Millionaire Mystique currently gives accurate and

important information about the content of the book and the author. What we need to do in the

next step is to monitor the analytics of the website and also keep updated information to attract

more people. Furthermore, we can share the link of the website on Twitter, Facebook, LinkedIn

and other platforms to take full advantage of the owned media. On the homepage of the website,

we will provide the link to Amazon and other online stores where customers can buy our book.

INSTAGRAM

Instagram is developing fast as the fifth most popular platforms with 43% of mobile

phone users among 18-29 year olds, so it will be important to take advantage of this tool. Young

female users are the targeted audience of our social media plan. Uploading creative photos is the

distinguishing part of Instagram. Pace Public Relations will help to improve the quality of our

photos and make our ideas about female millionaires interesting, cool and engaging. The

contents we convey on Instagram will not be that serious. The priority is to make the topic about

women millionaire and success visually attractive to people is the priority. Again, we can engage

with influencers and building relationships by liking, commenting, and sharing the photos of

potential influencers and maybe even promoting photos with those we want to build a

relationship with for the sake of the campaigns.

PINTEREST

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The unique point in the demographic of Pinterest is that 84% of its users are female.

Based on Wishpond, 70% of Pinterest users use the platform as a way to find interesting thing

that they can purchase. Based on those characteristics, Pinterest is the perfect platform for us to

sell more books. One pin can drive two website visits and six page views. Pins can influence

longer than posts on other platforms because the pin will come out once it matches the search.

LINKEDIN

LinkedIn is a more serious social media platform with the oldest users (79% of its users

are over 35 years old). On LinkedIn, people focus more on job hunting and networking. Since

LinkedIn emphases on the more serious career life, it matches the topic of our book. On Dr. Jude

Miller Burke’s LinkedIn profile, she already has a specific introduction about her book and her

working experience, but needs more engagement to increase awareness, like posting on LinkedIn

Pulse, build a LinkedIn group to discuss women’s success. There are some influencers on

LinkedIn that we can build relationships with to help us promote the book.

Reach Job Why connecting Other platforms

Lindsey Pollak

500+

Consulting,

coaching for

CEO,

employee,

organization

She wrote book called

“Becoming the Boss”

talking about tips to

success

Twitter: @lindseypollak

Blog: http://

www.lindseypollak.com/blog/

Andrea R. Nierenberg

500+

CEO of

Nierenberg

Consulting

Group

She focuses on training

and wrote a book about

networking for college

student

Twitter: @anierenberg

Fcebook:

https://www.facebook.com/

andrea.nierenberg

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BLOG

Dr. Jude Miller Burke has a blog with two posts and has not updated since April 2013, in

order to consistently engage and drive awareness, Pace Public Relations will help Burke continue

to update the blog with new posts and engaging information. Most importantly, building

relationships with influential bloggers to receive more third party endorsement is the main

purpose of using blog. The influencers are listed below.

Women

2.0(open

group)

37,31

7

Connecting,

inspiring

women

This group reaches lots

people. We can

generate discussion on

it, like the latest one

about what book

influence women the

most

Website: http://women2.com

Twitter: @women2

Facebook: https://

www.facebook.com/Women2

URL Content Other platforms to reach

Deliberate Readerhttp://

deliberatereader.com

About parenting,

kids and life books

Facebook: The Deliberate

Reader

Twitter: @SheilaRCraig

Pinterest: Sheila Craig

Role Mommy

http://

www.rolemommy.co

m

A blog build by a

community for busy

mom to carry on with

their own dream

Twitter: @rolemommy

Facebook: Role Mommy

Youtube: Moms of

reinvention

Ms Career Girl

http://

www.mscareergirl.co

m

A blog to give career

tips for young

women

Twitter: @MsCareerGirl

Facebook: Ms. Career Girl

Pinterest: Ms. Career Girl

Instagram: mscareergirl

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The purpose of using these platforms is to get more exposure of the book and thus

generate more sales of the book, as well as engage with influencers who can help promote the

idea of the female millionaire. On Facebook, Twitter, and LinkedIn, the priority is to increase

awareness, while on Instagram, Pinterest, Blog, the focus is on selling more products, all the

while building relationships with influencers and becoming brand champions on various social

media platforms. Our key messages and social media tactics are all based on the unique

characters of different platforms to help us better engage in the digital conversation.

Message Content and Strategy

KEY MESSAGE CONTENT

• Women today want more than just a family, they want the opportunity to fulfill career

dream, and earn equal pay with the possibility of becoming millionaires.

• Young women or housewives should be educated and inspired as early as possible by

reading “In The Millionaire Mystique ” in order to pursue their dreams

• Women who have earned power can also provide incredible insights and compelling

stories of these self-made women millionaires.

MESSAGE STRATEGIES

Our campaign will consist of the three following strategies and multiple tactics to raise

awareness about the book “The Millionaire Mystique” among our target audiences. • Social Media Strategy

• Educational Strategy

• Traditional Strategy

MESSAGE STRATEGY 1 – SOCIAL MEDIA

The social media strategy needs to be established and in place prior to the launch of any other

strategy. Throughout the promotion, social media will be used to update, inform, engage and

share information, events, pictures, videos and other items that will continue to keep our

audience, media and allies aware of the author and the book “The Millionaire Mystique.” The

goals of this strategy are to:

Tactics:

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• Set up social media platforms before launch of the actual campaign to reach audiences.

• Identify and reach out to target audiences who are eager to be successful.

• Engage target audience to better understand the concepts and insights from the author and

her book.

• Create digital relationships with influencers on social media platforms.

• Establish social media presence on

o Facebook, Twitter, YouTube and Instagram

o Monitor conversation on social media platform

o Use tools like HootSuite to schedule and engage social media posts on multiple

platforms and to invite target audience to “LIKE”, “JOIN” and “FOLLOW” us

o YouTube informational videos will run through the campaign

▪ Videos will be 5 minutes and produced every week

▪ Videos will feature the story telling of the author own successful experience

and also the thoughts from diverse readers in different career

• Use social media platforms to engage with other influencers and feeds that promote the

idea of women wealth.

o Start in the “Giver” mode of a relationship by promoting the posts of other

authors of successful female millionaires or leaders.

o Eventually become brand champions for each other, and trust this influencer to

promote the efforts of Pace Public Relations and vice versa.

MESSAGE STRATEGY 2 – EDUCATIONAL OUTREACH

The educational strategy will focus on building relationship with community leaders and

women’s organization and schools. By addressing the concept of wealth and possibilities for

woman, our target audience will be educated and inspired by the author and book in multiple

ways.

Tactics:

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• Building face-to-face and digital relationships with community members and young

adults in school, the author will start to influencing their opinions on females in the

workforce by telling her own successful story

• Aligning with women rights leader or successful business women like blog influencers,

politicians and journalist to launch a TV interview or radio show, talk about their own

stories to encourage young adults and housewives.

• Our target audiences are likely to share such events on social media platforms, continuing

to generate discussion and followers.

• Schedule meetings and presentations with schools, using digital technology such as

Google Video chats.

• Attend conventions and events; create events and conventions whether information can

be live-tweeted or reported for the availability of all consumers.

• Plan educational activities and presentation nationally for a wide range of schools.

• Make interview with women right leaders or successful business women available

whether in print or video on social media platforms.

MESSAGE STRATEGY 3 – TRADITIONAL/DIGITAL MEDIA

This strategy will concentrate on reaching out to tradition and digital new outlets and

websites by showing feedback from the campaign’s measurement strategy. Pace Public Relations

will bring together elements of traditional and digital public relations.

Tactics:

• Showing traditional publicity mentions in digital media outlets (professional blogs), as

well as promoting digital communications in traditional outlets such as hashtags and

keywords.

• Influencers that we have developed relationships with introducing the book to their fan

bases, as well as promoting the book on television shows or with spokespeople.

• Online ratings and reviews on Amazon.com as well as print reviews.

• Consumer-to consumer word-of-mouth conversations about the book, including thoughts,

advice and referrals, in the digital space as well.

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Engagement Strategy

The “Female Millionaire” campaign aims to not only bring awareness to The Mystique

Millionaire but also to influence followers and consumers by having them engage in the digital

conversation surrounding the book and author, Jude Miller Burke. Therefore, Pace Public

Relations would like to suggest six engagement strategies for the campaign.

ENGAGEMENT STRATEGY 1 – ENCOURAGE ENGAGEMENT

This first strategy would be basic tactics for all social media platforms. This campaign would

aim to create posts that encourage engagement from followers. With each type of social media

platform, there would be different types of participation, but they would all help encourage a

start to the brand’s digital conversation.

• Facebook – Asking followers to comment on question posts or to share engaging posts.

• Twitter – Asking followers to retweet posts, or share a special, designated hashtag related

to the campaign such as #femalemillionaire.

• Instagram – Asking followers to like or comment on photos they enjoy.

• Blog – Asking followers to share comments and opinions on the latest blog post.

ENGAGEMENT STRATEGY 2 – PARTICIPATE IN LIVE CHAT

Organize a live Google Chat with author Jude Miller Burke. This opportunity would

allow fans of the book to learn more about the author and what the book is about. The

convenience of this online platform would make it possible for a large number of individuals to

participate, simply by having a Google+ accounts. This chat would also provide the chance for

an exciting discussion about women in the workforce and their potential to not only become

major leaders but also reach financial success and become millionaires.

ENGAGEMENT STRATEGY 3 – INVITE ENGAGEMENT

Increasing the engagement level on social media from encouraging engagement, Pace

Public Relations would also like to create social media posts that invite engagement. This will go

beyond written responses, but inviting users to share photos and videos, participating in contests,

and more. While the campaign hopes to create more visual posts for users to share their opinions

on, we would like to invite more active participation from followers. Consumers can also help us

! 20

determine what they believe our content should consist of in future posts. With this type of

engagement, the campaign will not only be sharing with followers, but also listening.

ENGAGEMENT STRATEGY 4 – SOCIAL MEDIA LIVE AT EVENTS

As part of traditional media, this campaign will likely consist of events such as book

signings/readings. While these events can only happen in so many locations across the country,

the campaign can make the information more available to followers on social media platforms by

live-tweeting at the event. Additionally, these events can include a Q&A session with questions

coming from online users by using a specific hashtag to share their question such as #askjburke.

By incorporating social media, these events grow much larger beyond the people actually at the

event, but allowing people in the digital space to participate as well.

ENGAGEMENT STRATEGY 5 – ONLINE BOOK CLUB PARTICIPATION

With this strategy, the campaign plans to target online book clubs by offering free print or

digital copies of The Millionaire Mystique for book clubs to use for reading and discussing. If the

designated book clubs agree to share their thoughts on social media platforms/blogs, the

campaign will offer the books to the book club for free. For example, one book club could be

Divamoms.com, in an attempt to help moms understand their potential for a professional career,

and female wealth. The club has a huge following, and would also be a great opportunity to

develop a relationship with this important influencer.

ENGAGEMENT STRATEGY 6 – TWEET CHAT WITH TARGET GROUP

In this final strategy, Pace Public Relations would like to coordinate more

communications efforts with women’s professional groups who can support the theme of the

book, and the idea of the female millionaire. From there, we would like to engage in digital

conversations such as Tweet chats with these groups, which would allow followers to engage in

the activity as well. One example would be a live Tweet Chat with Ellevate network, an

organization that caters to successful working women. During the chat, conversations could be

asked by Judith Miller Burke surrounding topics of the book, and the event could also ask for

questions from followers. Opportunities like this would also the campaign and Judith to develop

relationships with important groups that can support the book, and the idea of female wealth.

! 21

Measurement Strategy

Based on previous research, “The Millionaire Mystique,” along with the author, Jude

Miller Burke, there was very little performance on social media channels. Aside from few posts

on Twitter and Facebook, the social media presence was rather limited. Given the campaign’s

new goals for further engagement with audiences, it will be important to develop a measurement

strategy to understand how these new strategies are contributing to the campaign. At a basic

level, there will be a measurement of statistics such as new social media followers, mentions,

retweets on Twitter, and other miscellaneous facts and figures related to the book and author’s

presence on social media. One important statistic will be the use of our key words, and hashtags

developed over the course of the campaign.

Not only will it be important to consider these statistics in regards to this campaign but

also the statistics of our competitors, and other books about female wealth and success, such as

GIRLBOSS. A comparison of the share of voice for this campaign versus those of competitors

will provide a greater understanding towards how we can continue to improve and garner an

even larger SOV.

Finally, since a focus of this campaign is that of “The Relationship Analyzer,” and trying

to develop relationships with other influencers, we will want to measure how those relationship

have grown. The beginning of the campaign will more likely be in a state of “The Giver,” as we

try to promote the other influencers. One example would be female author Ariana Huffington,

and her book, “Thrive.” If this campaign promotes Huffington and he book on social media

channels, at some point, it would be hopeful that the relationship would develop into one that is

“The Giver and Taker,” where both Huffington and Burke could support each other, and both be

influencer’s for the other’s campaign. Eventually they could both become Brand Champions,

trusting the other to support and offer praise on social media, and gain even more exposure and

engagement opportunities on social media platforms.

In addition to looking at how the campaign’s relationships have developed with fellow

influencers, after implementing the strategies and tactics of this campaign, there will be several

measuring tools used to monitor the campaign’s progress and engagement.

! 22

BIT.LY

A free measurement and monitoring tool, bit.ly provides quantitative statistics about links

that are shared. With this tool, the campaign will be able to see how many people are clicking on

the links that we post on social platforms. This information will help to demonstrate what posts

are popular and actively engage audiences, and help cater future posts towards even more

engagement. Since there is also a focus on trying to develop relationships with potential

influencers, we can also provide statistics for influencers about the engagement when we share

their information.

FACEBOOK INSIGHTS

Another important tool for metrics that is also free, Facebook Insights will be crucial

towards increasing the engagement and conversation with consumers and followers of Jude

Miller Book, along with The Millionaire Mystique on Facebook. Since there is a greater

importance on not just talking to the audiences, but also listening, a great opportunity to interact

with fans is during peak periods on social media. Facebook Insights will provide us with this

information, including the best time of day to post, the best time of week to post, and what

content will be most popular on a Facebook fan page. By posting at peak opportunities, there will

be greater opportunities for engagement with consumers, and the chance to listen to their

opinions, so that we can develop and cater the brand towards their interests.

GOOGLE ANALYTICS

Stepping aside from social media analytics, it will also be important for this campaign to

get metrics regarding the website. Google Analytics is a free monitoring tool that can be used to

measure statistics regarding the website such as its traffic, traffic sources, the devices used to

reach the website, the location of the user, how much time is spent on the website and more.

Depending on what the analytics reveal, there is potential to make the site more user friendly,

and allow consumers to go through the site with a better flow, and more easily find information.

HOOTSUITE

Hootsuite is a free monitoring tool that creates a dashboard to monitor multiple social

media platforms and feeds in real time. Currently the application can bring together social media

! 23

applications including Twitter, Facebook LinkedIn, Google+, Wordpress, and more. By creating

a dashboard with this application, the campaign can try to keep all of its social media platforms

in correlation with each other the whole time. Additionally, not only will it help the campaign

keep social media posts aligned with each other, it can also be used to monitor the feeds of

influencers and competitors. Developing a dashboard on Hootsuite will also allow us to not only

promote influencers when the opportunity arises, but also monitor and see how our posts align

with competitor feeds.

KLOUT

This is a tool that will be helpful to understand the campaign’s efforts to have a large

SOV. While many of these measurements tools will provide statistics, Klout will provide more

information about how our posts are creating influence. To reach the audience, and then to

influence them are two different objectives, and this campaign hopes to influence the audience,

and encourage them to take action and buy the book, and support the idea of female wealth.

Klout will provide a daily score as to how our posts have created more influence, and depending

on our score, future social media activity can continue to develop that influence.

MENTIONMAPP

Since an important focus of this campaign is trying to develop relationships with

potential influencers, specifically other authors or leaders that support women wealth, this will

be an extremely important app to monitor. This resource will help us understand our

relationships on Twitter using colored lines to represent our deepest and lightest connections. In

an attempt to develop a relationship with one influencer, there could also be another connection

that was not previously noticed that is worth developing. Not only will MentionMapp be

important for pointing out influencers, and seeing the type of content they share, but this tool will

also show the connections of competitors, and the strengths and weaknesses within their

relationships. For the sake of the campaign, this application will be extremely important.

TWEETDECK

TweetDeck is a social media dashboard application very similar to Hootsuite, however it

can also be used to manage the feeds of different Twitter accounts. While not capable of

! 24

providing as much information as Hootsuite, this tool could still be important for the campaign.

Since developing Twitter will be such an important platform for developing relationships, it

could benefit the campaign to use the TweetDeck platform for the campaign’s feeds, as well as

influencers and competitors. Then, Hootsuite could be used to monitor all the feeds on Facebook,

LinkedIn, and all the other social media platforms. Having TweetDeck available will help to

separate some of the extensive information that will be coming to the campaign in real-time

consistently.

SOCIAL MENTIONS/GOOGLE ALERTS

These are two free tools that will be helpful to monitoring the presence of Jude Miller

Burke and The Millionaire Mystique in the media, especially during time of crises. These

applications provide more qualitative information such as where and when an article was

published relating to the campaign whether through traditional media or social media platforms.

While these applications will be helpful to understanding the campaign’s presence in the media,

it will be important to take advantage the benefits of other monitoring tools.

SYSOMOS

Sysomos is a paid monitoring and measurement service, but is especially important for

understanding the statistics of the campaign’s efforts. Through research on this application, the

campaign can understand how the keywords of this campaign have perpetrated all forms of

media, and how they are being used as part of the digital conversation. This tool will also help us

understand blogs and other online content that is similar to what we are trying to promote, and

again will help us build online relationships. Additionally, this application will provide a lot of

factual information including mentions not only on basic social media platforms such as Twitter

and Facebook, but more content-based applications such as blogs or Wordpress.

WORDLE

This final tool is a very low-key monitoring tool that creates “word clouds” from text

surrounding a specific object, person, or idea that a campaign is trying to communicate.

Although it provides very little information, it will be an important measuring tool to help brand

! 25

the campaign, and understanding what is really being communicated over the course of the

marketing efforts. *See appendix for this example Wordles.

PREMIUM TOOLS

All of these metrics tools will be beneficial to the campaign in understanding whether we

are not only reaching audiences about Jude Miller Burke and The Millionaire Mystique, but

whether we are influencing them. These tools will help us understand when we should be

posting, what content we should promote, who are our influencers, and more. At some point in

the campaign, it will be necessary to determine whether more paid tools like Sysomos should be

used. While all of these tools are helpful, they will be free to the campaign, and more paid

options might offer more information. Two examples of paid tools that could be considered

would be a premium version of Google Analytics, to get even more factual information about the

website, as we as Vocus, which offers a lot of statistics about the campaign’s communication

efforts in all forms of the media.

Conclusion TIMELINE

To unroll this campaign, there will be a three-part campaign with three stages. First, there

would a pre-launch. During this stage, Pace Public Relations would attempt develop

relationships with the online influencers, especially at the giving stage. Additionally, the

campaign would start to set dates for specific plans such as a TweetChat or a Google Video Chat.

Finally, it would come up with specific plans for social media tactics such as how often the

campaign would post on different social media feeds. The second stage would be the launch on

January 4th, 2015. At this point, there would be a continuation of what was established in the

pre-launch, and the campaign would start to post regularly for The Millionaire Mystique.

Additionally, the campaign would try to continue and move up the relationships stairway. Plans

for events would also be executed during this stage. The last stage would be a post-launch.

During the stage, the regular execution of social media strategies and tactic would be continued.

Additionally, this stage would be the start of the monitoring and measurement strategies to

understand how the social media performance of the campaign is working in the digital

! 26

conversation. Finally, in regards to relationships, Pace Public Relations would hope to become

brand champions relationship status with potential influencers.

This social media campaign has been devised with many intentions. The two main ideas

of the campaign were to spread awareness about Jude Miller Burke and “The Millionaire

Mystique,” in order to increase book sales. Another idea was to build relationships with other

authors and leaders who support the idea of female wealth and power, therefore, establishing

relationships in the digital world that trust and support each other. Based on research of potential

influences and relationships, identifying the audience for the campaign, as well as creating

strategies and tactics for engagement, and identifying metric tools to measure the effectiveness of

the campaign, Pace Public Relations firmly believe that Jude Miller Burke and “The Millionaire

Mystique” can develop a strong social media presence, and really be a part of the digital

conversation.

Appendix

WORDLES

! 27

Blog Word Cloud

Twitter Word Cloud

METRIC SYSTEM RESULTS TEMPLATE/SPREADSHEET

Social Media Metrics System for Launch of “The Millionaire Mystique” Prepared by: Pace Public Relations Business Metrics Activity Measurement

ToolsWeek Ending 1/9 - Total

Week Ending 1/9 - % Change

Week Ending 1/16 - Total

Week Ending 1/16 - % Change

Brand Sentiment - The Millionaire Mystique

Social Mention, Sysomos, Klout, Facebook Insights

Positive

Neutral

Negative

Brand Sentiment - GIRLBOSS

Social Mention, Sysomos, Klout, Facebook Insights

Positive

Neutral

Negative

Website Analytics

Google Analytics

Website Referral Traffic

# Click Throughs from social media

#Sales

Customer Response Rate

TweetDeck/Hootsuite

#Customer Service Posts

Activity

! 28

Social Media Analytics

Engagement Data

# Customer Service Issues Handled

Measurement Tools

Week Ending 1/9 - Total

Week Ending 1/9 - % Change

Week Ending 1/16 - Total

Week Ending 1/16 - % Change

Activity

Share of Voice - The Millionaire Mystique

Social Mentions, Sysomos, bit.ly, Facebook Insights, Lout MentionMapp

Facebook

Twitter

Blogs

Share of Voice - GIRLBOSS

Social Mentions, Sysomos, bit.ly, Facebook Insights, Lout MentionMapp

Facebook

Twitter

Blogs

# of Facebook page likes

Facebook Insights

# Facebook followers

Facebook Insights

# Facebook shares

Facebook Insights

#Tweets, retweets

TweetDeck

# Instagram Photos

Instagram

! 29

SURVEY RESULTS

Initial Report Last Modified: 11/30/2014

1. Do you think it is easier for women to be successful in certain fields?

2. Briefly describe why you feel this way

# LinkedIn views

LinkedIn Analytics

# LinkedIn comments

LinkedIn Analytics

# Impressions Social Mention, Sysomos

# Blog Followers

Google Analytics

# Blog Comments

Google Analytics

# Answer Response %

1 Yes 16 73%

2 No 6 27%

Total 22 100%

Statistic Value

Min Value 1

Max Value 2

Mean 1.27

Variance 0.21

Standard Deviation 0.46

Total Responses 22

Text Response

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Certain fields, like early childhood education, social work, and much of the lower to middle tiers of the non-profit sector, are often stereotyped as women's fields.

Women are better at certain things.

Most fields have significant, patriarchal obstacles to the success of women, which men do not face by and large.

Because women are better suited for certain things than men are

there are certain tasks that women are more genetically capable of doing, like muktitasking. whereas men are better w spacial sense.

I can't think of any field that makes it easier for a woman to more successful than a man, other than teaching young children.

Women and men are different and each person has things that come easier to them. Sometimes these things are based on sex and/or gender, sometimes they aren't.

because men and women are different and have different strengthes

gender is only one factor, culture and ability are others

they have a keen eye for detail

I think women are more sensitive to Social Issues

They are taught different growing up

I seldom could think of a field that women can be easier to success. Maybe fashion? But fashion seems to be dominated by gays these days.

Society has specific notions that can lend priveledge

Yes, in social fields, due to women's communication skills often being stronger, due to both biology and social conditioning.

Traditional positions of teaching, nursing, etc sometimes preferred.

while general, each gender has its unique skill set.

feelings.

Because jobs that fulfill gender roles subscribed to women, are typically more difficult for men to find a place in

yes, but only because there are jobs created rather sexiestly just for women that are often degrading in both status and wages.

I do believe there are certain fields that women have an easier time being successful because some fields are catered to women.

Statistic Value

Total Responses 21

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3. Do you think women can be as successful or more successful in their profession than males in the same profession?

4. Briefly describe why you feel this way

# Answer Response %

1 Yes 19 86%

2 No 3 14%

Total 22 100%

Statistic Value

Min Value 1

Max Value 2

Mean 1.14

Variance 0.12

Standard Deviation 0.35

Total Responses 22

Text Response

In some cases, patriarchy can be beaten. but not always. not often.

Anyone can apply themselves, man or woman.

Women CAN be more successful, but that is not the norm (see previous answer).

women can definitely be just as successful as men in a variety of businesses

Women and men are equally as capable to be exceptional.

Yes, I do. I think that's largely anecdotal for me, since I personally have experienced equality in my own workplace.

I don't think it has to do with sex and/or gender. Every person as an individual has strengths and weaknesses that contribute to their successes or failures.

see above

depends on the person

passion for what they do

Both can do equal idf qualified

they are as talented if not more than men

! 32

5. Do you know or know of anyone who is female and is more successful in her profession than her male peers?

It's definitely no to this question. For instance, in my field PR, 70% are female, men got more chances to be promoted.

Same as above

It's possible, and although factors such as unequal pay and treatment may be a detriment, I think that many women will work harder than their male peers because they are taken less seriously.

Depends on the individual... work hard, study hard, be honest, and stay strong!

it is happening now now at large number of women ceos, but they are growing. also, the ratio of female to male college graduates is growing

its about mindset not gender. unless its bodybuilding. or being sperm donors.

Because talent is not gender dependant

Yes, but it is not earned as fairly. statistically women have to work twice as hard as men for the same positions, and even then male peers will often over sexualize women of the same rank or higer.

Yes they can -- if given the opportunity.

Women can be as successful or more successful than males nowadays because they've always had the ability plus now many barriers that used to be a problem are broken down thanks to the feminist movemen

Statistic Value

Total Responses 22

# Answer Response %

1 yes 20 91%

2 No 2 9%

Total 22 100%

Statistic Value

Min Value 1

Max Value 2

Mean 1.09

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6. How would you describe them professionally?

Variance 0.09

Standard Deviation 0.29

Total Responses 22

Text Response

Maximally cpmpetnet

Driven

Directors of non-profit organizations

Driven

Confidant, decisive.

Extremely hard-working, diligent, focused, and extraordinarily bright.

driven, focued organized

dedicated, believe in themselves

hard working

Serious and diligent

wok hard, smart, aggressive...

Taking advantage of ridiculous societal notions

They are observant, confident, balanced, and make well thought out ethical decisions. They see a correlation between women joining their field and more ethical decisions being made, but not necessarily a causation.

Hard working, conscientious, able to stick to true values, and not be intimidated by those who don't agree.

motivated

angry. hard headed. I dont thibk she is a very nice person then again she is my boss so i may have a biased opinion.

Devoted and passionate about their work

hard working, intelligent, ethical.

Extremely intelligent, assertive

Very hard working and caring.

Statistic Value

Total Responses 20

! 34

7. What industry do you think is hardest for women to be successful in?

8. Can you name a woman who is succesful in this industry?

Text Response

Finance.

I can't think of one.

business

Construction work

Politics

I think the public perception is probably finance.

Probably anything involving heavy physical labor

lumberjacking

politics

politics

Architectural

Sports

computer science?

Anything in which physicality is a deterrence

Male dominated fields, like coding & engineering

Construction

wrestling

sperm donors. construction. being a male model

politics

sports industry.

Business

The video game industry.

Statistic Value

Total Responses 22

# Answer Response %

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9. How would you describe them professionally?

10. What industry do you think is easiest for women to be successful in?

1 yes 10 48%

2 No 11 52%

Total 21 100%

Statistic Value

Min Value 1

Max Value 2

Mean 1.52

Variance 0.26

Standard Deviation 0.51

Total Responses 21

Text Response

C-level executives

Total Package

committed, competitive

dedicated

Same

Brilliant but not cocky toward their male coworkers

Honest values and hard working (should be the same for everyone in any field)

Strong and forceful

Extremely intelligent, respected

Statistic Value

Total Responses 9

Text Response

services

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11. Can you name a woman who is succesful in this industry?

the service industry

Any

Teaching young children.

Anything I say is biased by gender roles

psychology

nursing

interior design

Things like social communication eg Facebook

art, gallery？Anything where they are objectified

Social work

any industry they choose

real estate

egg donors

teaching

Therapist, bar tender, school teacher, sex

Nursing

Statistic Value

Total Responses 18

# Answer Response %

1 yes 14 70%

2 No 6 30%

Total 20 100%

Statistic Value

Min Value 1

Max Value 2

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12. How would you describe them professionally?

13. What do you think are the most important character traits for a successful woman to have?

Mean 1.30

Variance 0.22

Standard Deviation 0.47

Total Responses 20

Text Response

unskilled laborers

Very hard workers, always trying to do their best

On Point

A woman who is good at her job because of reasons

focused senstitive dedicated

dedicated, caring

creative

diligent and serious

Same

Caring, patient, insightful, organized, diplomatic, assertive

mentally strong, get the job done

Educated about their field. Innovative

Very caring and hardworking.

Statistic Value

Total Responses 13

Click to write Choice 2 Click to write Choice 3 Click to write Form field 3

Caring Drive Compassion

intelligence wit ambition

perseverance tenacity dedication

Wisdom Ambition Empathy

Confidence Ambition Ability to work well with others

! 38

14. Do you have any professional female role models?

Intelligence Diligence Resourcefulness

dedication drive patience

dedication hard work persistence

outgoing creative productive

discipline pushing herself motivation

work life balance aggressive smart

Confidence Education Manipulation

Hard working Patient Alert

self confidence determination good values

motivation networking focua

strength discipline good heels

Dedication knowledge professionalism

Decision making Non-quiter Hard worker

Statistic Value

Total Responses 18

# Answer Response %

1 Yes 14 74%

2 No 5 26%

Total 19 100%

Statistic Value

Min Value 1

Max Value 2

Mean 1.26

Variance 0.20

Standard Deviation 0.45

Total Responses 19

! 39

15. How would you describe them professionally?

16. Do you think there are people or organizations which negatively impact a women’s ability to be successful in their chosen profession?

Text Response

Wonderful

director of an organization

Decisive, hard-working, don't take the easy way out

Intelligent, resourceful, diligent, etc.

organized focused resourceful

dedicated, intelligent, patient

go getter

heroine

Driven

My mom, and she's hard working, punctual, assertive, well groomed, focused, and passionate about her work

All of the above traits

approachable

Hard-working

Statistic Value

Total Responses 13

# Answer Response %

1 Yes, I can name one such entity

7 37%

2 No 9 47%

3 Yes, I can name several entities

3 16%

Total 19 100%

Statistic Value

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17. Can you name them or describe their identifying charactersitcs?

18. a. How do you think they suppress women’s ability to be successful in their chosen profession?

19. What do you think are some obstacles women face which impede their ability to be successful?

Min Value 1

Max Value 3

Mean 1.79

Variance 0.51

Standard Deviation 0.71

Total Responses 19

Text Response

Statistic Value

Total Responses 0

Text Response

Female jobs are often oriented and provide little vertical mobility

Male domination

By self sexualizing

Statistic Value

Total Responses 3

Click to write Choice 1 Click to write Choice 2 Click to write Choice 3

Idiots

patriarchy

having babies sexism glass ceiling

Balancing family life Sexism and prejudices

sexism kids hours of working

! 41

20. Do you consider yourself a "reader?"

society predjudices peoples negative thoughts salary

Sexism

raise children household stuff time devoted to shopping, beauty

Sex Power gender dynamic Pay gap

family life being more subtle needing to prove themselves more

Statistic Value

Total Responses 10

# Answer Response %

1 Yes 11 69%

2 No 5 31%

Total 16 100%

Statistic Value

Min Value 1

Max Value 2

Mean 1.31

Variance 0.23

Standard Deviation 0.48

Total Responses 16

! 42

21. How do you choose what books you read?

!

# Answer Response %

1 a. Browsing in the bookstore

10 63%

2b. Academic or Peer suggestions

8 50%

3

c. By shopping online and looking for “similar books” to those you’ve already read

7 44%

4d. After hearing about it on Twitter

2 13%

5e. After hearing about it on Facebook

3 19%

6After hearing about it on another social media platform

2 13%

7 Other 4 25%

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22. Such as:

23. Would you read a self help book?

Statistic Value

Min Value 1

Max Value 7

Total Responses 16

Text Response

Statistic Value

Total Responses 0

# Answer Response %

1 yes 12 75%

2 No 4 25%

Total 16 100%

Statistic Value

Min Value 1

Max Value 2

Mean 1.25

Variance 0.20

Standard Deviation 0.45

Total Responses 16

! 44