By: Garrett Hoyler, Evan Ling, &Matt Kanzler Our Guys/Good Guys.
Guys Just Want to Have Fun - Keys to Targeting Men on Social
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Transcript of Guys Just Want to Have Fun - Keys to Targeting Men on Social
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Guys Just Want to Have FunKeys to Targeting Men on
Social#smwguys
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Pat KopischkieVP, Account Management
@hyconnect@patrickkop
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Greg KirkorskyEVP, Global Sales & Marketing
@statsbiznews
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“Women control 80% of purchasing power in the U.S.”
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“Women control 80% of purchasing power in the U.S.”
- according to ???
WSJ Who Makes the Call 4.23.11
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Spending Power
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Men lead in home repair, lawn and garden, autos, tech.
Studies indicate co-management of finances and purchase decisions.
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Study: Women Love Social Media More than Men.
Women Dominate Every Social Channel, Except One.
Who Runs the (social media) World? Girls.
“Social media isn’t for men.”
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Women do outpace men on social, but not by much.
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30% 26%
Percent of US adults logging onto social media several times per day.W
om
en
Men
Pew Research Fall of 2013, Jan 2014
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There are even channels where men match or outpace women.
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Wom
en
Men
Pew Research Fall of 2013, Jan 2014
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Myth of the lonely cowboy.
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Men Are Getting More Vocal – Socially and as Consumers.
67% want to be more open about personal matters such as relationships and health.
8 out of 10 will ask a friend where they got a shirt if they like it.
67% enjoy shopping for their household.
More than half will ask advice from friends and family about products.
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- Ketchum Marketing to Men
- Defy Media Acumen Report
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The 4 Keys to Targeting Men on Social Media
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G U Y S
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Keys to Targeting Men on Social
#1 - Gags
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Follow Brands on Social Media for Deals
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71%18%
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Why Humor WorksMen want entertainment and they are more responsive to one-liners and slapstick versus narrative.
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Case Study: Dollar Shave Club
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YouTube “ad” racked up 5+ million views and tens of thousands of sign-ups in first two weeks of launch thanks to shares on social media, now 15+ million.
CEO Michael Dubin took comedy classes, felt if he could get people to laugh, his business had a chance.
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Case Study: Kmart Ship My Pants
I can ship my pants?!
• 20 million+ views.
• Despite some negative feedback, it received 1 share for every 9 views.
• Followed up with Big Gas Savings.
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Case Study: PlayStation How to Share
• :20 humorous video taking a dig at rival Xbox who had just announced restrictions on sharing game discs with friends.
• Cheap, quick production. Huge results.
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#1 - Gags#2 - Ultimate
Keys to Targeting Men on Social
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What content can your brand offer that helps or rewards guys for being the ultimate – better, smarter, stronger.
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Guys are Driven to Excel…
According to Starcom, the #1 reason men consume media is to “Prepare for battle”
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…and Guys Love to Compete
• Lego polled 2,000 parents in 2012.
• Found dads are far more likely than moms to go all out to win board games with kids.
• Surprises no one.
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Case Study: Dos Equis Most Interesting Man in the World• Insight came from
wanting a character men could aspire to.
• Sales soared when campaign went national, more than doubling 2009-2011.
• Significant social media engagement.
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I don’t always drink beer, but when I do, it’s Dos Equis.
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Case Study: Heineken Star Player
• An app that allowed Premier League fans to engage with matches real-time. Rewarded them for calling plays correctly.
• 80 million impressions worldwide. Average app use – 1 hour.
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Case Study: Castrol Trump Card• User attempts to win all of his
opponent’s cards as they race the clock.
• Awarded points at the end of each round for the speed at which they dismantled their opponent.
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Case Study: Allstate NCAA Men’s Basketball Bracket Predictor
• Fans selected any two teams and would get the probability of the matchup to improve their bracket.
• Designated selections as “Mayhem Matchups” any time there was a high possibility for a close game or upset.
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Growth of High Stakes Fantasy Leagues
• The National Fantasy Championship - for baseball, football and basketball.
• Pits die hard fantasy contestants against each other. Entry fees up to $10,000.
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Keys to Targeting Men on Social
#1 - Gags#2 - Ultimate#3 - YouTube
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Make Your Content Visual
• The average adult attention span in 2-8 seconds.
• Visuals are processed 60,000x faster than text.
• The highest performing social posts are visual.
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SocialBakers - of the top performing posts on Facebook, 93% had a photo.
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Only 2% of the top
5,000 channels are from brands.
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- Touchstorm
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Case Study: GoPro Be a Hero• 4 YouTube channels, high
engagement with comments, likes, shares.
• Partnerships with Shaun White and Kelly Slater for content.
• Feature fan videos and photos of the day.
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Case Study: Lowe’s Fix in Six• Small budget, big
engagement.
• 3K+ Vine shares.
• 15K+ Facebook engagements.
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Case Study: Old Spice• Real-time videos to fans and
celebrities.
• Views reached 40 million in one week, more than watched Obama’s victory speech.
• Sales up 27% year over year, now the #1 body wash brand for men.
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Keys to Targeting Men on Social
#1 - Gags#2 - Ultimate#3 - YouTube#4 - Sports
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Men over index in viewership of all major sports.
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Wom
en
Men
Nielsen 2013
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Social Media is the New Water Cooler.
Sports account for just 1% of TV programming, but 50% of Tweets about television.
The average fan consumes 7.6 hours of sports each week, increasingly online.
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Attaching Your Brand to Sports
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Official league sponsor.
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Attaching Your Brand to Sports
Contract with individual athlete.
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Attaching Your Brand to Sports
Content hijack.
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Case Study: Power of Facial Hair
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• Objective: Generate publicity and engagement for Wahl Trimmers among male audience.
• Approach: Use light-hearted MLB All-Star Game to prove pro athletes with facial hair perform better.
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Results• Clever research served
up in bite-sized pieces hijacked headlines, generating 1,500+ editorial placements.
• More than 8 million social media impressions.
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A few paid tweets negotiated directly with agents.
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Social Reach: 2,180,082
Social Reach: 214,164
Social Reach: 143,328
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Case Study: Budweiser Red Lights
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Keys to Targeting Men on Social
#1 - Gags#2 - Ultimate#3 - YouTube#4 - Sports
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Q & A
#smwguys 46