By Hermawan Kartajaya (Founder & CEO, MarkPlus, Inc.)
Together Putu Ikawaisa Mahatrisni (Senior Research Executive, MarkPlus Insight)
KOMPAS.com - Do you have Facebook? This question is one of the questions I asked participants Marketing to Women: Empowering the Most Influential Market. I ask this question especially to the women who are in the room where a surprise all the women that I met during my trip in six city states all have a Facebook account. Let's see how strong the influence of social networks on women in Indonesia?
According to Wikipedia, Social Media is aninformation content created by people using highly accessible and scalable publishing technologies. Starting from Friendster, MySpace, Facebook to Twitter, all connect to the Internet. It could be said, generally speaking, women begin to bond with the virtual world because of the role of these social networking. What is interesting in the research conducted on 1301 women in eight major cities are turned Facebook / Twitter become the most frequently accessed medium after TV and newspapers-if both are regarded as one of the media.
Compared to Twitter, Facebook has a fan of women that quite a lot. Potential Facebokk-ers appear slightly more female than male. Are women active owner of this account access? Apparently, yes. In fact, most say they can not escape from Facebook today.
Facebook is considered attractive by women because it has features that are more complete and secure. Completeness of the features mentioned by the woman turns out to be status updates, wall to wall conversations, chat, picture post, picture tagged, games, and so forth. Meanwhile, safe side is obtained because of the Facebook requires a mechanism for approval to be a friend, in addition there is a filter mechanism if necessary.
Than 1,300 respondents, 45 percent note there is access to Facebook. While the access Twitter as much as 0.5 percent.
Meet and connect with old friends, add new friends, to update status, acquaintance, and show social connections and photographs are favorite activities that women do on Facebook. Meanwhile, in a qualitative study, it is known that up as well to satisfy their curiosity will be the current state of their former lovers, like how their faces, their condition, and their existence. The return of old memories through Facebook to be important for women.
In addition to the activities above, Facebook is also a place to promote business for the women who have an entrepreneurial spirit. Also, one thing that appeals to women, especially housewives are Facebook to have featured games which are connected among members who play it, so as to create three-dimensional relationship, although they did not know each other.
Amazing to know how the role of social media for women. With the development of communications equipment that allows for internet access anywhere, women increasingly feel the need to exist in cyberspace. In fact, recently, a women's magazine released the inspirational women that their work can be monitored via Twitter. Call Fahira Idris, who then raises echoes of Peace movement supported by thousands of his followers. There is another Ainun Chomsun known as @ pasarsapi with Academy Sharing, Just Silly with Blood for Life movement, and many other inspirational women who started with social media.
If we know the term usually diamond is women best friend, there may be additional other companions for women, especially in Indonesia, namely social networks of women who become friends for always supporting and giving a greater appreciation, even more than her partner. So then, what should be done by marketers is to understand the new female companions and remain discreet in use.
Assume that by using social networking can be bombastic increasing sales certainly not the right thing. However, social networking can be used to improve our products and brand relationships with women. As a tool for communicating the latest trends that we are creating at the same time keep your intimacy with women. In addition, social networking is very familiar these women could be used as a medium for the Co-creation because women were never stingy to speak. With their ability to share and connect with many people, they can be a strength and capital for marketers. For this reason, friends with social networks, then you will make friends with women.
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This article was written based on syndicated research analysis of nearly 1,300 female respondents in eight major cities in Indonesia, SES AD, age 16-50 years, conducted in May-June 2010 by MarkPlus Insight collaboration with the Community Marketeers.
Posts 26 of 100 in order MarkPlus Conference 2011 "Grow With the Next Marketing" Jakarta, December 16, 2010, which is also supported by Kompas.com and http://www.the-marketeers.com/
Saturday, November 20, 2010 12:05 pm
Editor: Erland Djumena
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