Forrester released an interesting study this week entitled, “Reaching Empowered Women Through Social Media,” that discusses how consumer packaged goods (CPG) brands can engage with a key audience segment- empowered women.
It’s interesting to see a study like this released because it highlights how highly influential women are. Their status and influence in the online world is growing rapidly.
They are the decision-makers in their households, influential among their friends and a key demographic target for many brands.
According to the report summary, “empowered women” are females ages 25 to 54 who feel that the Internet helps them manage family life. Author, Emily Riley, says that in order to engage these empowered women successfully and pull ahead of the competition, CPG companies must design campaigns that enhance communication and aid in consumers’ decision-making and influence.
While I didn’t get a chance to read the full report, I did read Gavin O’Malley’s summary on Media Post and pulled a few good tidbits of advice and some interesting stats on empowered women:
- Don’t sound generic. Pick a specific audience to talk to and create campaigns around that audience’s behaviors rather than brand objectives.
- Social media is not about sounding cooler than you normally do. It’s about making your brand more personal than on other channels.
- Social campaigns require long-term commitments. Once you’ve made a connection with someone, they are going to expect a higher level of interaction over a longer period of time than with a commercial or a banner ad.
- 42% of empowered women visit social networks like Facebook and MySpace, compared to just 33% of all U.S. adults online engaging in such activity.
- One-third of empowered women use social networking sites mainly for communication compared with 23% of all online adults.
- Nearly one-third — 32% — of empowered women will actively go to friends’ pages on social networking sites to keep in touch, compared with only 21% of all online adults.
- Empowered women care about value and like knowing as much as they can before they buy. 81% of empowered women say it’s important for them to find the best deal they can on things they buy, compared with 63% of U.S. online adults ages 18 and up.