Michael Ribero Director, Brand

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2 Michael Ribero Director, Brand

3 Pat Kopischkie VP,

4 Women control 80% of purchasing power in the U.S.

5 Women control 80% of purchasing power in the U.S. - according to??? 5

6 Spending Power Men lead in home repair, lawn and garden, autos, tech, and more Studies indicate co-management of finances and purchase decisions

7 Men outpace women on certain channels Women Men 0 Tumbler Reddit Twitter LinkedIn YouTube Pew Research Fall of 2013, Jan

8 Men Are Getting More Vocal Socially and as Consumers 67% want to be more open about personal matters such as relationships and health 8 out of 10 will ask a friend where they got a shirt if they like it - Ketchum Marketing to Men 67% enjoy shopping for their household More than half will ask advice from friends and family about products. - Defy Media Acumen Report

9 The 4 Keys to Targeting Men on Social Media G U Y S

10 Keys to Targeting Men on Social #1 - Gags

11 Follow Brands on Social Media for Deals 18% 71%

12 Why Humor Works Men want entertainment and they are more responsive to one-liners and slapstick versus narrative.

13 Case Study: Dollar Shave Club YouTube ad racked up 5+ million views and tens of thousands of sign-ups in first two weeks of launch thanks to shares on social media, now 15+ million. CEO Michael Dubin took comedy classes, felt if he could get people to laugh, his business had a chance.

14 Case Study: PlayStation How to Share :20 humorous video taking a dig at rival Xbox who had just announced restrictions on sharing game discs with friends Cheap, quick production. Huge results

15 Keys to Targeting Men on Social #1 - Gags #2 - Ultimate 15

16 What content can your brand offer that helps or rewards guys for being the ultimate better, smarter, stronger 16

17 Guys are Driven to Excel According to Starcom, the #1 reason men consume media is to Prepare for battle 17

18 and Guys Love to Compete Lego polled 2,000 parents in 2012 Found dads are far more likely than moms to go all out to win board games with kids Surprises no one 18

19 Case Study: Dos Equis Most Interesting Man in the World Insight came from wanting a character men could aspire to Sales soared when campaign went national, more than doubling Significant social media engagement I don t always drink beer, but when I do, it s Dos Equis

20 Case Study: Allstate NCAA Men s Basketball Bracket Predictor Fans selected any two teams and would get the probability of the matchup to improve their bracket Designated selections as Mayhem Matchups any time there was a high possibility for a close game or upset 20

21 Keys to Targeting Men on Social #1 - Gags #2 - Ultimate #3 - YouTube

22 Men account for 70% time watching videos online and watch 2x as many videos as women Source: ComScore Online Video: A Staistical Review

23 Case Study: GoPro Be a Hero 4 YouTube channels, high engagement with comments, likes, shares Partnerships with Shaun White and Kelly Slater for content Feature fan videos and photos of the day 23

24 Case Study: Old Spice Real-time videos to fans and celebrities Views reached 40 million in one week, more than watched Obama s victory speech Sales up 27% year over year, now the #1 body wash brand for men 24

25 Keys to Targeting Men on Social #1 - Gags #2 - Ultimate #3 - YouTube #4 - Sports 25

26 Men over index in viewership of all major sports Women Men 0 MLB NBA NHL MLS NFL PGA Nascar Nielsen

27 Social Media is the New Water Cooler. Sports account for just 1% of TV programming, but 50% of Tweets about television The average fan consumes 7.6 hours of sports each week, increasingly online 27

28 Attaching Your Brand to Sports Official league sponsor 28

29 Attaching Your Brand to Sports Contract with individual athlete

30 Attaching Your Brand to Sports Content hijack.

31 Case Study: Power of Facial Hair Objective: Generate publicity and engagement for Wahl Trimmers among male audience Approach: Use lighthearted MLB All-Star Game to prove pro athletes with facial hair perform better 31

32 Results Clever research served up in bite-sized pieces hijacked headlines, generating 1,500+ editorial placements More than 8 million social media impressions 32

33 Case Study: Heineken Star Player An app that allowed Premier League fans to engage with matches real-time. Rewarded them for calling plays correctly 80 million impressions worldwide. Average app use 1 hour 33

34 Keys to Targeting Men on Social #1 - Gags #2 - Ultimate #3 - YouTube #4 - Sports 34

35 Visit stats.com Don t miss our next webinar, Introduction to the STATS API, on May 27 35!

36 Q & A 36!