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How to Score With Women (as a Marketer) via Social Media
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A conversation with Casey Quinlan, "Mighty Mouth" at Mighty Casey Media LLC, Zoe Dunn, Principal, Hale Advisors, Eileen O'Brien, Director, Search & Innovation, Siren Interactive, Richard Meyer, Principal Consultant, Online Strategic Solutions, Jerry Hall, Digital Media Executive, Advisor to Pearescope (see bios), plus other invited guests, about engaging and marketing to women online, especially via social media, which some new media marketers claim is "all about women."

Aired LIVE on: Wednesday, November 9, 2011

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Background

PEW SM Survey Gender Data

According to a Pew Research Center Internet & American Life Project survey (see Additional Resources), "Young adult women ages 18-29 are the power users of social networking; fully 89% of those who are online use the sites overall and 69% do so on an average day. Looking more closely at gender differences, women have been significantly more likely to use social networking sites than men since 2009. As of May 2011, nearly seven in ten online women are users of social networking sites (69%), compared with six in ten online men (60%). Women are also more active in their use of these sites, with almost half of female internet users using social networking sites on a typical day (48%), compared with 38% of male internet users."

eMarketer estimates 23 million US moms are on Facebook this year -- a figure that counts women with children under 18 in the household who use the site at least once each month. That represents well over two-thirds of all online moms in the country. Facebook, of course, is not the only social networking site moms use. Overall, 26.5 million mothers with kids in the home use social networks at least once per month, or 79.2% of online moms. This compares to 63.7% of internet users overall (see chart below).

US Moms SM Usage

Questions/Topics Discussed

  • Who said "social media is all about women" and what does this mean for the pharmaceutical industry?
  • What does it take to be an effective social media partner when communicating with women?
  • Let's talk about "moms" and not "Sex in the City" conspicuous consumer of high-end goods type of women. What is pharma doing to woo moms via social media?
  • While it is possible to imagine women having relationships with certain consumer brands via social media, is it possible for them to have similar relationships with health and/or drug brands?
  • Is it even possible for pharma brands to establish relationships with women via social because of regulatory restrictions on pharma branded marketing?
  • Qs submitted using form below:
    • What are the best digital marketing strategies to create trust in mhealth?
    • Do you think there will be a day where everybody will use mhealth devices in their daily basis?
    • What sector of the population do you think is more reluctant to use mhealth devices?


Guest Bios

Zoe Dunn

Zoe Dunn is a Digital Marketing and Communications Consultant focusing on Social Media. She crafts integrated digital programs for consumers and HCPs. Before starting her own business, Zoe served as a Director with the Life Science Practice at Sapient, an Interactive Agency and Technology Consulting firm. Zoe's 13+ years of Marketing and Advertising expertise. She received a WebAward in 2001 for Outstanding Achievement in Website Development for "Brain: The World Inside Your Head" for her work with Pfizer. LinkedIn Profile.


Jerry Hall

Jerry Hall is presently Advisor to Pearescope where he provides the CEO and founding team strategic relationships and direction to launch innovative mobile/social media applications with brand and agency partners. Previosuly, Jerry was President/CEO of TargetCast Networks. In that capacity, he was responsible for start up and management of a patented digital advertising network targeting away from home television viewers resulting in a Top Tier Nielsen Fourth Screen Audience Network. LinkedIn Profile.


Rich Meyer

Rich Meyer has been in marketing for over 20 years including 10 years of healthcare marketing working for such companies as Eli Lilly and Medtronic. Rich currently is the author of World of DTC Marketing.com and writes a monthly column on DTC marketing or various industry trade publications. He lives in California and has an MBA from the New York Institute of Technology. He owns his own consulting company, Online Strategic Solutions, and does a wide range of marketing consulting for companies that want to get closer to their customers. LinkedIn Profile.


Eileen O’Brien

Eileen O'Brien has 15 years of interactive healthcare marketing experience. At Siren Interactive, a relationship marketing agency specializing in rare disease therapies, she leads search strategy, analytics, CRM and social media. Previously, O'Brien was Director of Search, Media & Insights at Compass Healthcare Communications where she developed the social media practice. She moderates the #SocPharm tweetchat. She can be reached on Twitter at @eileenobrien and blogs at http://sirensong.sireninteractive.com. LinkedIn Profile.


Casey Quinlan

Casey Quinlan (the "Mighty Mouth"), in an attempt to recover from two decades working in network news, decided to put her storytelling skills to work on behalf of business clients rather than assignment editors. Casey has navigated the healthcare system as an advocate for her parents and then on her own behalf when she got cancer for Christmas in 2007. She wrote "Cancer for Christmas: Making the Most of a Daunting Gift" as a call to action for patients to become full participants in their health and is one of the Disruptive Women in Health Care. LinkedIn Profile.


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