Infographic: How Women Use Social Media

Ethan Bloch over at Flowtown has created a great infographic that shows how women leverage the social Web, which sites they use, and how much/why they participate.

These most recent stats show that women are online and interacting on social sites just as much — if not, more — than their male counterparts. More than half of all American women engage in social media related activities at least once a week, and Millenials and Gen X women (not surprisingly) use it the most.

And while not part of this infographic, other research shows that a substantial number of women are accessing social media sites via their mobile phones.

One number that caught my attention: according to this research 56% women reported visiting MySpace at least once a week. If true, MySpace--long rumored to be on 'death watch' status-- may actually have (wait for it) a Second Life after all. *groan*

LEGO's Social Media Strategy [VIDEO]

This is a video featuring Jake McKee (formally LEGO’s Global Community Relations Specialist) discussing how LEGO found, supported and incubated their biggest fans from around the world to help pull the company out of a pretty dark time to be back on top of the world, lead in part, by a strong social media strategy.

Jake McKee makes three really strong, but incredibly simple points:

1. Look beyond your target customers
2. Support existing fans
3. Find what works and replicate

1. Look beyond your target customers

Your target market isn’t always your biggest group of talkers. For years, LEGO was focused on kids — that is, until they realized adults had created their own community of enthusiasts.

When LEGO started connecting these talkers, not only did they increase their word of mouth, they immediately helped their bottom line. Whereas kids were spending $20 a year on LEGOs, these adults were spending around $1,000.

2. Support existing fans

Without LEGO’s knowledge, adult fans had already created an online LEGO community and marketplace. LEGO approached this group by offering support and resources in the form of an ambassador program.

By offering to support what these fans were already doing so well -instead of demanding ownership and control -LEGO was welcomed into the community.

3. Find what works and replicate

The enthusiasm of the adult fans helped teach LEGO how to gain more participation from their other fans- including kids. Jake says that when you find something that works with one fan group, try applying it to other groups of talkers.

Because the fundamentals of great communities are the same, strategies behind one fan community can often generate similar success for another community. (via Digital Buzz)

Related: LEGO Digital Box + Augmented Reality

How to Use Social Media to Reach Teen Influencers

don't piss off gen y

A survey conducted by MyYearbook estimates about 80% of US teen Internet users visit social networking sites at least monthly, but it may seem difficult for marketers to reach them there when they’ve signed on mainly to chat with their friends and post personal updates.

The most influential users there care a lot about what their friends say, and are down on marketers. Just 5% trusted what they heard from ads most, and another 5% trusted information from companies.

Reaching teen influencers will mean taking advantage of earned-media opportunities and word-of-mouth that comes from highly trusted friends.

Influencers are more likely than other teens to recommend a variety of products to their friends.

The top 15% of teen social network users are 70% more likely to share purchase decision information with their friends.

via| Photo Credit: Derek Baird

Trend Watch: Disney to Launch 'Disney Junior', A New Channel For Preschool Set

DisneylogoMoving aggressively to expand its hold on children’s entertainment, the Walt Disney Company will close its SoapNet cable channel and replace it with a service aimed at preschoolers.

In 2012, Disney Junior will take the place of SoapNet, a 10-year-old channel devoted to soap opera reruns that is available in about 75 million homes, according to Anne Sweeney, co-chairwoman of Disney Media Networks.

The new Disney Junior brand will also provide affiliate partners with a robust Video-On-Demand offering, a High-definition network and a Spanish language SAP feed.

Disney Junior's animated and live action programming will blend Disney's unparalleled storytelling and characters kids love deeply with learning, including early math, language skills, healthy eating and lifestyles, and social skills.

Disney’s current preschool operation — a block of programming on Disney Channel and about two dozen Playhouse Disney international channels — will be re-branded Disney Junior starting next year.

More on New York Times >>

Berkman Center for Internet & Society: Building and Managing Online Communities [podcast]

This Berkman Center for Internet & Society at Harvard University panel looks at the challenges, both legal and journalistic, facing media organizations that seek to build and maintain online communities, from article comments to community forums and blogs.

Issues include the role of Section 230 of the Communications Decency Act, content strategy, dealing with and protecting anonymous commenters, and concerns regarding defamation and privacy.

Building and Managing Online Communities: Anonymity, Defamation and Privacy, Oh My! by barkingrobot


  • Patrick Carome - Wilmer Cutler Pickering Hale and Dorr LLP Bill Densmore
  • Eric Goldman - Associate Professor, Santa Clara University School of Law
  • Jeff Howe - Contributing editor at and author of Crowdsourcing
  • Barbara Wall - Vice President/Senior Associate General Counsel, Gannett Co.
  • David Ardia (moderator) - Director, Citizen Media Law Project, Berkman Center for Internet & Society at Harvard University

This panel is part of the Online Media Legal Network's 2010 conference "Journalism's Digital Transition: Unique Legal Challenges and Opportunities" held at Harvard Law School on Friday, April 9, 2010.

Study Reveals Shift As Social Networks Become “Social Entertainment”

Laptop-tv Research released last week by Edelman, the world’s largest independent public relations firm, shows that consumers believe social networks provide a higher value experience compared with other forms of entertainment.

Edelman’s annual Trust in the Entertainment Industry survey, now in its fourth year, also reveals that the Internet, as a source of entertainment, is second only to television.Edelman’s fourth annual Trust in the Entertainment Industry

The survey of 1,000 18-54 year olds in the United States and United Kingdom analyzes the issues that influence consumer trust in entertainment companies.

Key findings

  • Study reveals consumers in UK and US recognize social networks as entertainment
  • Seventy-three percent of 18-24 year olds in the US and 61 percent in the UK see social networks as a form of entertainment.
  • Fifty percent (US) and 56 percent (UK) of respondents aged 35-49 also consider social networking sites as a form of entertainment.

Internet & TV

  • In the US, the rise of the internet as a frequent source of entertainment is most dramatic in the 18-34 group, rising from 27 percent in 2009 to 42 percent in 2010.
  • In the US, 32 percent of 18-54 year olds look most frequently to the web for entertainment (compared with 58 percent watching TV). 
  • The internet also ranked second in the UK, with 30 percent turning to the web most frequently, compared with 57 percent watching TV.

Freedom of Content

  • In the 2008 study, free content was the dominant issue.  This year’s study shows it is the ability to access content across devices, not cost, that is of significance to consumers.
  • 65 percent of US respondents think it is important that they are able to access their entertainment on a number of different devices.
  • 59 percent of UK respondents think it is important that they are able to access their entertainment on a number of different devices.
  • 58 percent (US) and 53 percent (UK) of consumers state they would be willing to pay for content if they were able to move it across devices.


  • On average, US respondents spend $47 per month on entertainment content.
  • On average, UK respondents spend £25 per month on entertainment content.
  • 83 percent of US and 76 percent of UK consumers state that ease of purchase influences their decision to pay for content.
  • In the UK consumers who think social networking is a form of entertainment are more likely to have spent more money on entertainment in the last year.

Impact on Trust

  • Those that state that they trust entertainment companies are also more willing to pay for content.
  • Quality  (65 percent US and 58 percent UK) and Pricing (65 percent US and 58 percent  UK) have the most impact on consumer trust.
  • 32 percent of UK consumers and 28 percent of US consumers trust entertainment companies.

Related: Trend Watch | Google, Sony & Intel to Launch Google TV

Network With Youth Brands at the 2010 Ypulse Youth Marketing Mashup

The 2010 national Ypulse Youth Marketing Mashup is where today's top brand, corporate and social marketers, media professionals, educators and non-profit organizations gather to share best practices, research and latest strategies on marketing to youth with technology.

This is the event where you'll find out what leading-edge technologies youth are using today – and will be using tomorrow. You'll also get an insider's view into youth-focused tech and media startups and learn how to leverage social media, gaming, virtual worlds, mobile and more to authentically reach youth.

The Ypulse Youth Marketing Mashup will be held on May 24-25 in San Francisco! You still have time to register, so come join us!

Event Program | 2010 Ypulse Youth Marketing Mashup

Weekly Wrap: Hello Kitty Death Watch, University Ditches Kindle, Facebook Community Pages, Disney Tweets, Social Media ROI, Digital Parenting & More!

Barking.robot.iconFor Many Blacks, Twitter Enables a Vibrant Social Life: Some researchers have surmised that African-Americans might use Twitter more heavily because they use it in a more conversational way than other groups.

Twitter's "trending topics" - popular subjects on a given day - often center on issues African-American users are tweeting about. [NewsObserver]

Instead of Banning Your Kids from Social Networks, Consider Teaching Responsible Usage: I’m glad my parents didn’t ban me from them. I’m glad that my parents taught me basic principles to live my life by, principles that have served me both online and offline.

They weren’t particularly tech savvy. They didn’t hover over me at all moments. The family computer wasn’t locked down and it didn’t have any monitoring software. But, they taught me how to be safe as a kid. []

More Cyberbullying on Facebook Than Rest of the Web: Thirty-two percent of online teens have experienced some form of harassment via the Internet, a problem also known as "cyberbullying."

According to recent data, 15% of online teens have had private material forwarded without permission, 13% have received threatening messages and 6% have had embarrassing photos posted without permission. [NYT]

Facebook Privacy Research: There is significant concern about the exposure of personal data to facebook’s advertising partners and to external sites, often governed by the decision of friends rather than the personal subject of the data. [Frances Bell]

Hello Kitty Death Watch: Hello Kitty fatigue is hitting Japan first, and hard, the company indicated. Analysts say part of the problem is that Sanrio has oversold Hello Kitty, which appears on products as various as T-shirts, toilet paper and toasters. [NYT]

How Facebook’s ‘Community Pages’ and Privacy Changes Impact Brands: While there’s been plenty of coverage about user privacy concerns, attention on Facebook’s changes on brands hasn’t been adequately covered, this analysis is intended to unravel what’s at stake –and what brands should do.  I’ve spoken to a handful of brands and their representatives to learn what’s eating at them. [Web Strategy]

Tweets From Disneyland: Our weekly roundup of some of the best--and the worst--tweets from the park that's only sometimes the happiest place on earth. [OC Weekly]

Business School Ditches Kindle DX: The Kindle isn't doing as well in academic environments as Amazon—and educators—had originally hoped. The Darden Business School at the University of Virginia is near the end of its Kindle "experiment," already concluding that students are not into the Kindle when it comes to classroom learning. They are, however, fans of the Kindle when it comes to using it as a personal reading device. [Ars Technia]

The Real ROI of Social Media: If you're asking the ROI question about social media and expecting to be able to show it all on a spreadsheet, you're still looking at social media as a channel, most likely for just one or two business functions, such as marketing or recruiting.

While it's true that social media can be used in that way, it has become something else entirely: an essential communication utility. What's the ROI of the telephone? Or email? It's a ridiculous question, right? [American Express OPEN]

Report: 79% of Viewers Interested in Interactive TV Programming & Advertising


Ensequence, a provider of interactive TV services, announced the results of their March 2010 poll of more than 2,000 U.S. adults.

Their research, conducted by Harris Interactive, found that 45% of TV viewers said they would "likely consider" changing from their cable, satellite or telco service if another provider offered interactive TV with their favorite shows.

Here are some of the key highlights from the report:

Interactive Programming

  • 55% of drama viewers want to interact (up 5pp from 2007), and 30% of drama viewers would like to set recordings and reminders for upcoming episodes.
  • 74% of reality viewers want to interact and 55% of reality show viewers would vote for contestants.
  • 70% of sports viewers would like to interact while watching a sporting event (up 5pp from 2007), and 40% of sports viewers would like to get scores, news and information from other live games and matches.
  • 17% of television subscribers would definitely or probably switch service providers to get interactive features.
  Interactive Advertising
  • 73% of viewers would like to interact with TV commercials for a product they are interested in using their remote control.
  • 58% of viewers would request free samples (up 9pp from 2007).
  • 43% of viewers would locate a local retailer who carries the product (up 2pp from 2007).
  • 45% of viewers who subscribe to a paid television service are at least somewhat likely to purchase a product from a 30 or 60-second spot.
  • 37% of viewers who subscribe to a paid television service are at least somewhat likely to purchase a product they are interested in during a show that they are watching.

Related: Gen Y Wants TV to Get More Social

Report: Twitter Referrals to Videos Result in Longer Viewing Times A curious bit of data emerged from yesterday's study of Q1 2010 video metrics from Brightcove and TubeMogul.

Twitter referrals to videos on every major category of destination resulted in longer viewing times than any other traffic source. A Twitter referral to a music video averaged a 2:33 viewing time compared to 2:01 of time spent by people coming from Google.

Tweets drove viewing sessions of 1:52 on broadcast locations, but traffic coming from Facebook, Bing and Google were all in the 1:37 to 1:38 range. The exception to this rule was Tweets landing on newspaper sites, where Yahoo! customers viewed one second longer than Twitter refers.

Still, it is an interesting exercise to ponder why a Twitter referral would tend to stay more engaged. Clearly the social affinity aspect is at play, because Facebook refers, while not quite as high, are also stronger in engagement than most other sources.

After all, a refer from a friend compels a viewer to watch longer, if only to "get" what the friend wanted you to see in the video or just because your social graph can target your tastes even more effectively than a straight search.

The full report is available at Brightcove [PDF].


Twitter Research: U.S. Demographics, Community Behaviors & Media Usage Stats

Twitter_icons_256 Twitter Usage In America 2010 is a new report derived from the Edison Research/Arbitron Internet and Multimedia Series. This study presents three years of tracking data from a nationally representative telephone survey (via landline and mobile phone) of 1,753 Americans, and was conducted in February 2010.

The report details new data on the awareness and usage of Twitter, along with user demographics, status updating behaviors, brand following activity and even an early look at location-based social networking.

Twitter Usage in America 2010

Highlights of the study include:

  • Awareness of Twitter has exploded from 5% of Americans 12+ in 2008 to 87% in 2010 (by comparison, Facebook's awareness is 88%;
  • Despite equal awareness, Twitter trails Facebook significantly in usage: 7% of Americans (17 million persons) actively use Twitter, while 41% maintain a profile page on Facebook;
  • Nearly two-thirds of active Twitter users access social networking sites using a mobile phone;
  • 51% of active Twitter users follow companies, brands or products on social networks;
  • Twitter usage among African-American's hovers around 25%, more than double the percentage of African-Americans in the current US population. This could also be attributed to the fact that minority youth tend to use mobile devices to access the web and therefore are more inclined to participate in mobile social networking activities like Twitter.

Global Youth: Africa is the Future

This presentation looks at Africa not as a place, but as a brand and calls on African youth to make a change. With 60% of the population under 25, the role of young people in the developing a new Africa is immense.

Thanks to Three Billion for the heads up on this excellent presentation!

Trend Watch: LEGO Digital Box + Augmented Reality Marketing

This augmented reality kiosk called "DIGITAL BOX" has been developed by LEGO Digital Systems and metaio. After an evaluatiion phase it is now rolled out to LEGO brand stores worldwide and is widely considered to be one of the best examples of augmented reality in marketing.

Ideally, customers want to hold the product in their hands and look at it closely from all angles. But for products like LEGO sets, it can take hours of construction before you know what the toy really looks like.

Children of all ages can now hold LEGO boxes up to the DIGITAL BOX and watch a 3D animation of the product - from all angles, in every detail - in their hands. This is made possible by metaio, which fuses virtual 3D animations into a live video of the completed LEGO set.

While this is a pretty slick implementation of augmented reality in a youth marketing context, I think it actually is a powerful example of how a brand can leverage augmented reality as a digital storytelling tool.

It's one thing to look at the picture on the box, but to see the LEGO set come to life in 3D that provides youth marketers with exciting new opportunities to create a virtual storyline that draws the customer deeper into the world of LEGO and allows them to connect on a deeper, emotional level with the brand.

Sorta Related: LEGO to Launch Line of Youth Electronics