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Infographic: The Snack Brands and Foods Moms Really Reach For

Low-carb diets may still bring a lot of buzz, but when women need a snack, they’re three times more likely to reach for chips, pretzels and crackers over protein-rich choices like cheese and yogurt.

We conducted a survey exclusively for Adweek of U.S women ages 18 and older to see what kinds of snack foods they routinely pick for themselves and their children—and which brands they buy the most. See the full story here.


SheSpeaks Consumer Insights on Baby Care

SheSpeaks commissioned our Baby Care study with the goal of better understanding:
– What drives Moms’ purchase intent
– How Moms are engaging in social & with Baby Care brands in social
– What causes mom to experiment & engage with new Baby Care brands and products
– What is the role of dads in today’s decision-making processes

The complete slideshow can be viewed below.

SheSpeaksTV Launches: A Video Channel for Women 30+

Last year, we started to notice a shift in the viewing behavior of our SheSpeaks community. Based on our ongoing research, we learned that our members were watching less and less TV and increasingly looking to online video for interesting and useful content.audrey

The Opportunity

Our research told us that over 82% of our members watch multiple online videos every week. In fact, 33% watch multiple online videos each day, and the primary place they watch videos is YouTube. But surprisingly, 52% do not subscribe to a YouTube channels. So, we asked why not?

Upon further investigation, we found that a large part of our audience, though drawn to the promise of online video, was disappointed by the lack of video channels on YouTube for women over the age of 30. Though they were increasingly getting video from YouTube, they wanted more.

SheSpeaksTV: Video Ideas from SheSpeaks Community

SheSpeaksTV is our answer to our members and women like them. But, we didn’t want to launch just another channel. We wanted our channel to be an important part of our audience’s lives. So, we asked our community of over a quarter of a million influencers what they wanted to watch, and why.

SheSpeaksTV: SheSpeaks Influencers Star in Videos

Not only did we want SheSpeaks members to weigh in on the ideas for videos but we wanted shine the spotlight on them too. We see SheSpeaksTV as a stage for our members and we want to hand them the microphone!

All of the videos on SheSpeaksTV will feature SheSpeaks influencers. Our goal is not only to create great content for our community but also to help our influencers build their video audience.

Early Success:

Preview videos are generating lots of views and many, many comments! Both good signs for the enthusiasm for our member videos. A recent video featuring style blogger Audrey McClelland has been watch close to 35,000 times and generated hundreds of comments.

You can check the video out and see more on SheSpeaksTV here:

Future plans include an upcoming two-day Video Event with influencers to be held July 16 & 17 at NYC’s Chelsea Piers. Over 400 top bloggers across a variety of categories will convene and film videos for SheSpeaksTV. Brands will also have an opportunity to do sponsored videos during the event.

Questions? Contact me at

Shedding Light on Dark Social

DarkSocialImage Imagine you just read an article or watched a video and you wanted to share it with a colleague or a friend. How would you do it?

You probably wouldn’t tweet it to them or post it on their Facebook wall. You would probably ping it to them on IM, send them an email, or maybe even ask them to come over to your computer to view it.

This happens a lot more than you think. 69% of content is shared via Dark Social, versus 23% via Facebook (link to full study below).

What is Dark Social?

Dark Social is personal social sharing such as copying text from sites through media such as email, IM or saved Word documents that standard web analytics can’t track or measure.

What Content is Shared the Most on Dark Social?

The study revealed the nature of the content shared via Dark Social, and found that the most shared content fell into the category of Arts and Entertainment, closely followed by Career, Travel, Science and Education. Types of Content Shared on Dark Social RadiumOne was able to conduct this study via a new web analytics program that tracks what was shared via Dark Social as well as what was clicked on after being shared.  This “clickback data” also provides rich consumer insights they can help determine what future content is worth creating.

What Does Dark Social Mean for Brands?

Publishers and brands understand the benefits of people sharing their content, hence they spend an increasing amount of time and effort making content available across social platforms. 32% of people only share via Dark Social, and the number of older adults only sharing via Dark Social is significantly higher than their younger counterparts. Dark Social by Age Chart RadiumOne observes that Dark Social is much more valuable than Light Social as it tends to be directed to friends, family and colleagues, with whom the sender has a trusted relationship.

“Dark Social sharing carries much more weight than a Facebook post or Tweet” reports RadiumOne, “…and more than compensates for the ‘one to many’ virality of other platforms”.

Dark Social Conclusions

Since most of the content being shared today cannot accurately be attributed, publishers and brands are missing out on valuable consumer behavior, as well as information that could help determine the return on their investment in content creation and distribution. It’s worth the effort to understand the Dark Social sharing of your content and invest in software that will be able to track it.

All of the charts came from the RadiumOne Study: The Light and Dark of Social Sharing – Harnessing the Power of Consumer Connections that was fielded in five countries via Tpoll, and had 9,000 respondents.

Women Predict 2015: 10 Trend That Will Shape The Year

We surveyed more than 2,000 women nationwide asking women what trends and predictions they have in mind for the coming year. The below infographic features the best insights from the survey.

If you are interested in full study results, please email John at

2015 Women Predict Infographic

Three Tips for Trending on Twitter

Trenidng On Twitter

Trending on Twitter is a powerful way to create awareness for your brand, product or campaign.

Over the last few years, SheSpeaks has developed and executed countless Twitter parties.  In this time, our party hashtags have frequently trended both across the US as well as worldwide in addition to generating tens of millions of impressions.

In fact, lately, we’ve noticed that not only are our party hashtags trending but so are party key words including products and brand names.

We are frequently asked by clients, “How do I trend on Twitter?”

How Twitter determines trending topics

According to Twitter: “Trends are determined by an algorithm and, by default, are tailored for you based on who you follow and your location. This algorithm identifies topics that are popular now, rather than topics that have been popular for a while or on a daily basis, to help you discover the hottest emerging topics of discussion on Twitter that matter most to you.”

What does this mean in practical terms?  There is no magic formula to trending on Twitter.  In our experience, trending on Twitter is a combination of three elements:

  1. People/Tweeps: having a large number of people tweeting the party discussion and hashtag at the same time
  2. Influencers: ensuring that the reach and influence of the people tweeting topics and hashtags is substantial
  3. “Twitter Real-Time:” what other conversations and topics are active and trending on Twitter at a given time.  At least the first two of these elements can be planned.

Below are two recent Twitter Party examples that illustrate some of these points.

#1) DripDrop Twitter Activation

We have been working with DripDrop to create awareness for their re-hydration solution that prevents and treats dehydration.

The activation included a Twitter Party component. During the party we held for DripDrop, we educated participants about the importance of staying hydrated, symptoms of dehydration, how to stay hydrated, and the benefits of DripDrop.

Not only did the #DrinkDripDrop hashtag trend #6, but the two flavors of DripDrop (Lemon and Berry) trended #8.   This helped drive incremental interest and discussion.

DripDrop Trending on Twitter

How did we do it?

Throughout the party we made sure to mention the flavors of DripDrop in the content we shared. At one point in the party we asked participants “What are the flavors of DripDrop?” A majority of the participants answered Lemon and Berry. The flavors started trending shortly after the party hashtag did.

We also made sure to enlist great content from our Twitter party participants including photos and feedback.

#2) Febreze Holiday Scents Twitter Activation

Our #FebrezeHoliday Twitter party focused on helping Febreze create awareness for its new holiday scents available at Walmart.

During the Twitter party, participants shared their favorite recipes, traditions, and how they get their home “holiday-ready.” The #FebrezeHoliday hashtag trended #6 during the party and then two of the holiday scents (Frosted Pine and Toasted Almond) trended #9 and #10.

How did we do it?

We educated the participants about the different scents available at Walmart throughout the party. Half way through the party we asked participants “Which scents are you favorite?” Frosted Pine and Toasted Almond were the clear favorites and started trending shortly after.

FebrezeHoliday Trending on Twitter

Share the “Three Tips for Trending on Twitter” with your network (click to tweet)

Prior to our  Twitter parties most participants were not familiar with DripDrop (and their flavors) or Febreze’s holiday scents. However, by the end of the parties, the flavors/scents had been Tweeted so many times that they appeared on the trending list, and in result became familiar to the participants.

Trending is not a perfect science and there is no way to ensure that it happens every time.  However, there are some best practices and “ingredients” needed to trend that brands should note.

Have you noticed any products trending on Twitter? Tweet us and let us know @SheSpeaksInc