Owning It: Today's Woman as Influencer - Bonnie Kintzer

Welcome Bonnie Kintzer our newest MediaBizBloggerWomen influence us This has always been true at home on the block in the store and online She has definite opinions and is close to the purse strings She is loyal she talks and she shares And 247 she has the ear of those near her Yet because of the new digital media mix and a whole lot of tools amp8211 the woman influencer looks totally different today than she did even five years agoWhen it comes to digital we get that women are active in social networks review sites and within the blogosphere But it is in fact thanks to these things that a woman39s influence is taking off right now She is using digital to expand her influence at a rapid pace What39s happening One the environment is more and more appropriate for it and two today39s woman owns her role as influencer more than everHow Does She See HerselfA September 2011 survey by FleishmanHillard Hearst and Ipsos Mendelsohn shared by eMarketer revealed that women feel it is their responsibility to help friends and family make wise purchase decisions The study examined women39s rising influence on purchasing It was uncovered that in addition to playing this role within the family and peer circles she also views it as her explicit responsibility There is not only a penchant for women broadcasting their own consumer opinions and purchase decisions through social nets and other channels amp8211 but a sense of obligation for doing soquotAccording to the survey 54 of US female internet users said they feel a responsibility to help friends and family make wise purchase decisions and nearly half said they influence friends and family to buyamp8212or not buyamp8212a product or service on a regular basisquot said eMarketer quotWhen a similar study was conducted in September 2008 only 31 of women said they felt they regularly influenced other people39s purchase decisionsquotPositive feedback from friends rewards women for their behavior When friends adopt a recommendation the influencers feel validated the study reportedHer Booming Reach The numbers in the survey also reveal the growth of the average woman39s social reach amp8211 her friends and her online social circles as well as the number of brands she follows amp8211 and so effectively her reach According also to ComScore social accounts for a remarkable slice of a woman39s time nearly 1 in 5 minutes online is spent on social networks Three in four minutes on social networking sites are spent on Facebook amp8211 where women39s friend lists are expanding like wildfire Facebook is becoming the place for brands to connect with consumers rather than their website Women as the majority on Facebook are driving these trendsLooking at sevenyear trends also reported by GfKMRI Spring not only is channel usage up across most of the preferred media mix amp8211 largely in magazines TV and Internet amp8211 hours spent per week by women on the Internet alone have more than doubled since last year amp8211 from 66 to 156Yes the environment is increasingly inhabitable and hospitable across outlets platforms networks and the tools beloved by women everywhere amp8211 but we believe that this sense of personal responsibility by the woman influencer accounts for the intense rise in her market power Women taking possession of the influencer role bodes well for women39s lifestyle brands certainly those who care to pay attentionBonnie Kintzer is Chief Executive Officer of Womenamp8217s Marketing Inc the authority on how women consume media Womenamp8217s Marketing Inc services more than 300 clients in the beauty fashion and health space by delivering the best integrated advertising solutions in digital print and outofhome Bonnie has built a distinguished career in the media world with a strong focus on revenue creation and reengineering Bonnie can be reached at bkintzerwomensmarketingcomRead all Bonnie39s MediaBizBloggers commentaries at The W FactorCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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Owning It: Today's Woman as Influencer - Bonnie Kintzer

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