Women and Social Media in Canada

Women and Social Media in Canada: Getting Connected

http://blogs.cisco.com/

ayeletb

http://www.linkedin.com/in/ayeletbaron

Ayelet Baron, VP Strategy and PlanningCisco Systems Canada

June 2011

http://blogs.cisco.com/


© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3

Canada has some of the highest Internet penetration and social networking usage rates in

the world… a hub for communication, information and

entertainment

Internet Users Region

~2 Billion Internet users worldwide

825 M Asia

475 M Europe

267 M North America

206 M Latin America

111 M Africa

63 M Middle East

22 M Australia


Women and Social Media Worldwide• Globally, women demonstrate

higher engagement levels with social networking sites than men • Although men are the majority

across the global internet, women spend about 8% more time online

• In 2010, 76% of women visited a social networking site compared to 70% of men • Specifically in North American the

social networking reach is 91% of women and 87.5% of males


Social MediaDemystified


Connecting people online

Having conversations and exchanging information

Connecting consumers with brands/Two-way

A way for brands to strengthen communities

Viral, via mobile and web based platforms

What Social Media is…

Social media is not FREE. Takes time investment and engagement

A strategy

Broadcasting/One-way

The are no real experts or gurus

Driven by tools but people

What Social Media is Not …

http://linasrivastava.com http://riptideonline.com

http://linasrivastava.com/

http://riptideonline.com/


For Boomers, this is RadicalFor Generation Y, this is Business As UsualToday’s Reality

• Consumers increasingly trust strangers for movie, book, travel, job, career and restaurant recommendations

• We expect instant, transparent and authentic information

• We want to be part of the conversation; we don’t want to be marketed at

• We feel overwhelmed by information because we don’t always know how to filter information

• Word of mouth and trusted sources are more important than ever

http://www.peoplecanfly.com/blog/2011/01/never-trust-strangers/

http://www.peoplecanfly.com/blog/2011/01/never-trust-strangers/


“It’s about relationships”

Andrew Rogers, Head of User Content Development, RBI…http://engagement101.blogspot.com/


The World in 2011

Two Way Communication(Conversation, Listening,

Responding)

Relationship Building(Connecting,

Conversations, Two-Way Communication)

Conversations(Across Domains,

Relationships, Open Leadership, Communities)

Viral/Organic(Not Paid, Capturing

Minds, Reviews, Integration)


Getting More Connected


What Do You Find Valuable?


Choiceshttp://www.google.com/imgres?imgurl=http://www.furniturehomedesign.com/wp-content/uploads/2008/08/paint-can-11.jpg&imgrefurl=http://www.furniturehomedesign.com/eco-design/green-planet-paints/&usg=__vT8Gv0VoZ3_kl5T9TWoeg5yZokY=&h=600&w=800&sz=103&hl=en&start=0&sig2=G40pJ8tnPLL6-9VRQiLPyg&zoom=1&tbnid=gV6QfjB4ZtNGiM:&tbnh=117&tbnw=156&ei=gZfaTd_QNoPksQOiiY2ODA&prev=/search%3Fq%3Dpaint%26hl%3Den%26biw%3D1280%26bih%3D709%26gbv%3D2%26tbm%3Disch&itbs=1&iact=hc&vpx=117&vpy=383&dur=14&hovh=194&hovw=259&tx=160&ty=71&sqi=2&page=1&ndsp=28&ved=1t:429,r:14,s:0

http://www.google.com/imgres?imgurl=http://www.furniturehomedesign.com/wp-content/uploads/2008/08/paint-can-11.jpg&imgrefurl=http://www.furniturehomedesign.com/eco-design/green-planet-paints/&usg=__vT8Gv0VoZ3_kl5T9TWoeg5yZokY=&h=600&w=800&sz=103&hl=en&start=0&sig2=G40pJ8tnPLL6-9VRQiLPyg&zoom=1&tbnid=gV6QfjB4ZtNGiM:&tbnh=117&tbnw=156&ei=gZfaTd_QNoPksQOiiY2ODA&prev=/search?q=paint&hl=en&biw=1280&bih=709&gbv=2&tbm=isch&itbs=1&iact=hc&vpx=117&vpy=383&dur=14&hovh=194&hovw=259&tx=160&ty=71&sqi=2&page=1&ndsp=28&ved=1t:429,r:14,s:0






Today’s Currency

http://terryodell.blogspot.com/2011/04/time-management.html http://www.volacci.com/content-strategy

• Functional tasks—get information or download, gaming

• Stay connected to friends and family

• Network professionally,• Stay up-to-date with

friends and family• Stay up-to-date with

groups they belong to• Promote their business• Research products or

services (information)

http://terryodell.blogspot.com/2011/04/time-management.html

http://www.volacci.com/content-strategy


My Experience


A Conversation …


What is Possible …


“ … globally, women control nearly $12 trillion of the overall $18.4 trillion in consumer spending. By 2014, women will control $15 trillion. ”- Boston Consulting Group


Breaking through the Invisible Restraints of Society Still Taking Time Pew Research study found gap in blogs is close—

43 per cent of bloggers are female

According to 2009 Harvard Business Review report, 55% of Twitter users are female

Despite both genders tweeting at roughly the same rate, male Twitter users are likely to have more followers than women— despite some evidence suggesting that most unique content originates from female posters …

Does this mean women’s voices are being equally represented?

Social media gives women a voice but influence comes only if women are strategic and collective

http://ubyssey.ca/features/women-social-media-public-opinion%E2%80%99s-new-platform

http://ubyssey.ca/features/women-social-media-public-opinion%E2%80%99s-new-platform/

http://ubyssey.ca/features/women-social-media-public-opinion%E2%80%99s-new-platform/


Slave Lake Fire Victims

• Support for this tragedy was spear headed by small group of online Edmonton moms who asked for donations through Facebook and Twitter

#YEG hashtag trend to collect donations for the fire victims

• Used social media to easily connect women and giving

• In merely 4 hours, the group received 5 times the Facebook fans and received constant updates on Twitter – they made a difference!


Why Change?


The most profound technologies are those that disappear. They weave themselves into the fabric of everyday life until

they are indistinguishable from it

"Over and over again, connecting people with one another is what lasts online.

Some folks thought it was about technology, but it's not.“

Seth Godin

Let’s Keep the Conversation

Going

ayeletb




This presentation was created not by one person, but by many. It’s a presentation about the power of connecting with people online and using communities to get it done

http://www.flickr.com/photos/pogonophobia/

Women and Social Media in Canada

Business

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