While football fanatics cry over our ditched pitch for the 2022 World Cup, those trying sell a large screen TV, may like to consider that over the next six months there are two major women centric events about to attract at least 50% of the world’s population in front of a screen.
Still scratching you head? Well that’s probably because you are not engaging with women through a social media channel and are missing out on thousands of dollars of sales as a result.
The visit by Oprah Winfrey to Australia next month and the Royal Wedding in April next year will be essential viewing for women who are already planning multiple functions and meet-ups around these events.
But it’s not too late, if you don’t have a strategy to reach this lucrative and unsatisfied market at this stage, you can start today with a simple social media plan. And if you have been hiding out in a cave and have missed the impact that women are making within the social media and need some numbers to convince the organ grinder read these stats from http://www.flowtown.com/:
· 53% or 42million US female adults participate in social media at least on a weekly basis
· They are more active than men on MySpace and Facebook with 56% of the users on those sites being women
· The younger the woman, the more likely she is to be using social media, with 73% aged 18-26, 62% aged 27-43, 46% aged 44-62 and 30% aged 63-77
· Most activity is occurring on social networks
· The main reason women use social networking is for staying up to date with friends and family (75%)
· The least used reason for women using social media is professional purposes (8%)
· Women are most likely to comment and read about entertainment online (53%) closely followed by food (47%)
· Women are least likely to comment and read about technology and gadgets and shopping (8%)
What can you take away from this?
According to a recent blog http://networkedblogs.com/bdReh knowing what women are likely to comment on and read about is the most important part of this survey. This can impact directly on your business, for example if you are trying to talk to them about sports only 13% are interested in reading about that which, in the US is only 5.46million women, this may sound like a huge number of people, but compared to the US population of the (300 million) it is actually pretty low.
Therefore, for local companies trying to sell large screen TVs to Australian women who control around 80% of the household budget, a campaign focused on sports is unlikely to cut through.
Looking further at these US numbers, these regular social media using women represent 14% of the US population. Obviously this research does not show people who may use social media less frequently than weekly, so a campaign focusing on these women can still potentially reach more people.
http://networkedblogs.com/bdReh gives you an idea of the reach your female focused campaign could have locally.
“We estimate that Australian’s spend the largest number of hours online a month of any country. For example, of the 22million population of Australia about 8.8 million are women over 15 years old (according to the ABS). If 53% are active on social media that is 4.664million, then say I want to promote my gadget to them I have an audience of 0.37million.
Meanwhile, the question to ask yourself today is “Do I have a campaign to reach this audience in order to capitalise on the Oprah and Royal Wedding events?” Or,alternatively, will you let this opportunity pass.