Marie-Christine Maheas and Dana Allen, co – presidents of European PWN - Paris
Interview with co – presidents Dana Allen and Marie-Christine Maheas
The European PWN – Paris
August 28th 2012
Could you tell us a bit about the European Professional Women’s Network that you run?
The European PWN network is a network of Professional, European Women, which makes it unique. Its’ goal is to provide coaching opportunities for women where they can participate in events that give them networking opportunities and access to role models. For example, we recently hosted Anne Lauvergeon, Claudie Haigneré and Sylvie Kauffmann (Le Monde.)
The idea is to bring together women who, each in their own way, inspire our members on issues such as business and many others. Our partners (Orange, Schneider Electric, Royal Bank of Scotland, Mercer, OECD, HEC, INSEAD, Coca Cola, ESCP etc) are all great groups that have specific policies to help women, and men, work on male / female diversity.
Despite the fact that men and women have nearly the same connection to the Internet their activities (whilst browsing the web) differ according to gender, reveals a survey by The Observatoire des Usages Internet of Mediametrie, a French audience measurement company, published in November 2011.
Women are more willing to buy on the Internet.
49% of surfers are women, 51% are men. But beyond this equity, Mediametrie Survey shows that women are more inclined to buy online than men. 45% of them made online purchases during last month in comparison to 40% of men, who generally prefer to compare prices on the internet in order to find the best available deals. During the last month 2 out of 3 men compared prices online, in contrast to only 57% of women.
Business advisory firm Deloitte designed a study in 2010, entitled “State of
the Media Democracy”. For the Women in Media initiative, Deloitte revealed a summary of its conclusions about women: when it comes to media, they are more skilled at multitasking than men are.
Source : Offre média.
“Unlike men, women are more capable of doing several things at once”: the age-old dictum rings true for media consumption too, according to Deloitte.
While television and the press are the two media that influence women’s purchasing decisions the most, it¹s rare that women dedicate their full and entire attention to them: much more than men, they like to use several media
A study conducted amongst more than 1000 American mothers by the agency SheSpeaks was published in June 2011. The results? Mothers are willing to converse with their favourite brands if the content they provide seems pertinent to them… and social media has become the sure place to establish a bond between brands and their clients.
The study shows that mums are very keen on getting closer to brands, especially their favourite brands which play an important role in their everyday life. In fact, these are brands that the mums trust, and being able to communicate with them (via newsletters, forum discussions, etc) enables the bond to be reinforced. 62% of mums (and an even greater percentage in the over 40s) claim to have spoken positively about a brand to their friends when they like their products, as opposed to only 33% when they’re satisfied with a promotion and 6% when they’ve particularly liked an advert of the brand. The product itself therefore prevails when it comes to discussions about a brand.
In launching VocalPoint.com, Procter & Gamble were experimenting to see how many visitors they could get through word of mouth. The gamble worked well, seeing as today over 500,000 moms are members of this online community focused on providing tips and advice.
The social network provides enriching content with real value added, which is one of the reasons its popularity exploded. The word-of-mouth strategy has also proven valuable in this specific case, because mothers are, in marketing terms, “connectors” who influence those around them in terms of spending decisions. Overall, the innovation and usefuleness of this service has helped Procter & Gamble’s brand reputation and can take it much further than it’s possible to measure.
23% of moms-to-be on average post their ultrasound pictures online according to a study by AVG.
While this number is higher in Canada where it has risen to 37%, in France it’s still low at 13% of moms.
Not content to stop there, though, more and more moms are posting photos as children grow up, capturing every detail for all their friends to view on social networks and online photo albums. Only 5% of babies had their own social networking profiles, but a solid 81% of kids less than two had pictures of themselves somewhere online.
To read more about the specific results, continue to the article.
A study of almost 4000 women in the United States sponsored by BlogHer, iVillage, and Compass Partners asks: what is women’s relationship to social media?
Since about 80 million women in the U.S. are internet users, and 42 million of them use social networks at least weekly, it is important to gauge interest levels and tendencies in order to better target marketing campaigns.
So what does this study show?
First of all, the most “socially active” women online are the GenXers, aged 27 to 43.
Second, there is a large distinction between which media types are used for what purpose—so a woman seeking to keep in touch with friends will use social networks, while someone looking for advice on beauty products will more likely check blogs first.
Finally, traditional media’s influence is declining significantly, with many women turning to the internet as the primary mode of gathering information and keeping up with friends.
To see more trends from the study, follow the blog here.
Women’s use of the internet is changing in tandem with the fact that their own roles in society are changing.
No longer simply defined as the “mother of” or “wife of,” women more and more are defined by their careers and personal interests.
No longer bound by archaic standards of perfection, more and more women are using the internet to get advice, talk about taboo subjects, and sharing experiences with other women.
In this vein, forums are a way to “release & escape,” and conduct “mutual sharing,” terms that a large percentage of women used to describe their goals when using the internet.
Facebook, on the other hand, is seen less as an authentic way to talk to others, but more as an “online runway” in which women need to post the best pictures of themselves for others to see.
So what are the implications in terms of marketing? Women are much more trusting of ads on websites that offer content (like forums dedicated to women) than ads from Facebook, which they tend to view as ingenuine.