In the News – March 2010

Pair’s Big Leap From YouTube to the International Real World

By Kate Dennehy, March 28, 2010

Australian students Chris Eigeland and Oliver Squires were two of their country’s delegates to One Young World, the international youth summit to address global challenges. They both entered videos on YouTube that people around the world voted on, helping the pair get invited to the summit in London. “The Internet has given ordinary citizens extraordinary new powers to impact on real world events,” Eigeland says about his recent jump from blue screen to world stage.

75% of Teenage Girls Use Phones/Texts to Alert Friends About Sales, While 5% Use Facebook

By Noelle Chun, March 24, 2010

The Holy Kaw! blog chose Euro RSCG Worldwide PR’s recent study about teen girls as a “topic that interests us.” What made the study so interesting to this blog’s writer? That it “shatters the popular vision of social media as a marketing magic bullet for teens.” According to the 100 teen survey respondents, three-quarters said they tell close friends about sales on favorite brands by calling them on the phone or texting—and only 5 percent do it by using Facebook.

Quick There’s a Sale On—Teenage Girls Love Mobile

From Bmob, March 23, 2010

The media seems to want people to believe that teenage girls are obsessed with Facebook and addicted to Twitter. But, in fact, their communications weapon of choice is the mobile phone. With Euro RSCG Worldwide PR reporting in its new white paper “The Teenage Girl as Consumer and Communicator” that teen girls rely on the phone to talk and send messages, it seems the way to that demographic’s purse is through the mobile phone.

Sharing Sales Tips in a Smaller Circle

By Alex Mindlin, March 21, 2010

It has long been assumed that teen girls shop online and that when they do, their shopping takes the form of a wild spree. But a new study by Euro RSCG Worldwide PR has shown that not only do girls prefer to spend in brick-and-mortar stores but also they pay close attention to price and value. Furthermore, the study shows that teen girls aren’t the reckless online communicators people assume them to be. “They have the capacity to broadcast at their fingertips,” says Euro RSCG Worldwide PR President Marian Salzman, “but they don’t do it.”

After the Fall

By Marian Salzman, March 18, 2010

After Sept. 11, people thought America had seen the end of the “age of irony,” as one magazine editor put it. We thought internecine political warfare was over and America was returning to the sunny days of the Greatest Generation. But looking at today’s media and political landscapes, Marian Salzman sees that, if anything, the opposite is true. “The country has changed,” Salzman writes, “and it has grown more fractious and divided than ever.”

Teen Girls May Care About Privacy a Little, After All

By Evan Schuman, March 18, 2010

Marketers have been working on an old, but unconfirmed, assumption that teen girls couldn’t care less about their online privacy. But Euro RSCG Worldwide PR’s new landmark white paper, “The Teenage Girl as Consumer and Communicator,” has found that although girls are happy to share, they do it only with a small circle of intimate friends. “Although the average teen girl might have more than 100 friends on Facebook,” the white paper says, “she focuses on sharing key information with the one or two people closest to her.”

Teen Girls: Sisterhood, Not Social Media, Sells

From Davis Brand Capital, March 16, 2010

Teen girls are completely uninterested in social media (in itself) and couldn’t care less about shopping (when it’s not connected to social interaction). The counterintuitive revelations about teenage girls are part of a groundbreaking new study from Euro RSCG Worldwide PR called “The Teenage Girl as Consumer and Communicator.”

Marketing to a “Bundle of Contradictions”

By Amy Dawson, March 15, 2010

Almost three-quarters of teenage girls use social media in very specific ways, mostly to communicate with friends, while more than three-quarters are more likely to buy sale-priced items than full-priced. Although these results from the Euro RSCG Worldwide PR white paper “The Teenage Girl as Consumer and Communicator” are surprising to many people, to the author and mother of what she calls “a bundle of contradictions” (meaning her two teen girls), the findings represent an important confirmation of some motherly intuition.

Teen Girls Use Social Media to Shop

From Permuto Discoveries, March 15, 2010

Teen girls are careful shoppers and spenders, even to the point of being patiently prudent. Although it’s a surprising revelation, it’s just one of many discoveries about the important market demographic presented by Euro RSCG Worldwide PR’s new white paper, “The Teenage Girl as Consumer and Communicator.”

Down the PR Measurement Rabbit Hole

By Chris Frates, March 12, 2010

How is a successful PR campaign measured? Some PR pros measure outcome (internal reviews, opinion polls), some measure outputs (clippings and other advertising value equivalents), some are dissatisfied with current measurement practices and some refuse to even address the question at all. In the “Alice in Wonderland” world of PR measurement, no one’s quite sure where to find the real results—and perhaps the discussion should be tabled until someone finds an innovative solution for today’s public relations.

Study Reveals Consumer Habits of Teenage Girls

From the Public Relations Society of America, March 12, 2010

“Teenage girls are unique in virtually every aspect of their consumption behavior,” says Marian Salzman, president of Euro RSCG Worldwide PR, North America, about the demographic whose consumer and communications habits were explored in the new Euro PR white paper, “The Teenage Girl as Consumer and Communicator.” Teen girls approach everything from ad watching to buying, spending and messaging as part of a process of intimate relationship building. The result is a unique group of careful spenders and focused communicators who are still driving profit as consumers, in spite of the economic crisis.

Looking Forward: Social Migrates to Mobile

By Rich Becker, March 12, 2010

As social media moves increasingly to mobile devices, Euro RSCG Worldwide PR’s important new white paper, “The Teenage Girl as Consumer and Communicator,” shows that the trend of social mobile media is deeper and moving faster than once thought. With the Euro white paper revealing that 78 percent of teenage girls using social media to keep in touch with their friends, but also communicating about brand news through their social networks, it’s evident that the social media groundswell is well under way.

From Tommy2.Net, March 11, 2010

Euro RSCG Worldwide PR’s new white paper, “The Teenage Girl as Consumer and Communicator,” reveals that teen girls are not who we once thought they were. This blog’s author picked out this information from what he calls “definitely a fascinating read”: “A full 71 percent of teen girls go online not to browse aimlessly, but for a very targeted purpose: to maintain existing friendships.”

Might, Mighty Mallrats

By Meredith, March 11, 2010

Euro RSCG Worldwide PR’s new teen-girl-based initiative, The Sisterhood, released a new white paper on the power that the demographic has to affect economic growth and communication modes. Says Ypulse about the study: “Social shopping sites and fashion-themed virtual worlds will be happy to hear the paper proves that a sense of intimacy with a select group of friends and family drives almost all their social interaction….”

Shopping Core Social Activity for Teen Girls

From Marketing Charts, March 11, 2010

Shopping is a core social activity for teen girls and drives more than $200 billion in sales, says Marketing Charts, citing Euro RSCG Worldwide PR’s landmark white paper, “The Teenage Girl as Consumer and Communicator.” Based on a November 2009 survey, the Euro paper is unveiling new trends and revealing the extent to which teen girls are affecting the economy and the way we communicate.

First Half of Kelleher

By Lisa Weider, March 10, 2010

A look at the communications logic of the teenage girl demographic, as that demographic is presented in the Euro RSCG Worldwide PR white paper “The Teenage Girl as Consumer and Communicator,” can help deepen the understanding of how teen girls shop and communicate. Talking to each other, for example, their behavior is peer-to-peer; their shopping behavior is facilitative, as shopping turns out to be a “dialogic communications process,” says Weider.

Shopping Core Social Activity for Teen Girls

From Retailer Daily, March 10, 2010

“The Teenage Girl as Consumer and Communicator” is the new white paper from Euro RSCG Worldwide PR that is making waves in the branding and marketing worlds. With findings ranging from the broad conclusion that teen girls look to shopping as a core social activity to the more specific, but equally surprising, discovery that 77 percent of them wait for price reductions before spending, the study is opening eyes about a crucial market demographic.

Teenage Girls Spend $200 Billion Per Year*

By Paul R., March 9, 2010

It might sound weird, but teen girls not only defy most of the stereotypes associated with their spending, Web surfing and communication habits, but they are also in control of a sizable chunk of the economy. To make matters stranger, says this blog author about a discovery mentioned in Euro RSCG Worldwide PR’s white paper, teen girls are still spending and driving sales despite the ongoing recession.

*Editor’s note: The blog’s author used an incorrect figure. Please see the white paper at Forsistersbysisters.com for the correct data.

Study Finds Teen Girls Influence Economy with Spending Habits

By Allison Cerra, March 8, 2010

Teen girls are making a remarkable impact on the shape of the economy and the development of communications, says a recently released Euro RSCG Worldwide PR white paper. Based on a survey by MicroDialogue that was commissioned by Euro RSCG PR, the white paper details how the spending and communication habits of teenage girls are driving profit and advancing modes of digital communications. “Teenage girls represent an awesome consumer force, buying, spending, trendspotting and trendsetting,” says Marian Salzman, president of Euro RSCG Worldwide PR, North America. “And because their generation is perhaps the first fully ‘wired’ one, their habits will determine how relevant markets develop today and in the future.”

Trendspotter Marian Salzman Says That Americans Are Turning to Hard News

From Media Industry Newsletter, March 8, 2010

Americans are turning away from soft celebrity-focused news and toward hard news and reporting that’s relevant to their health and well-being, min says, citing a report and analysis by Euro RSCG Worldwide PR President Marian Salzman. Based on her “mood monitor” survey of 386 Americans, Salzman’s analysis points to a withering of celebrity news, such as the national obsession with the Gosselins. “My research says that people care about Kate Gosselin for 22 seconds,” Salzman says. “What matters now are the economy, health care and national security, which affect people in their everyday lives.”

Putting the Social in Social Responsibility

By Marian Salzman, March 2, 2010

It used to be that “social responsibility” meant a one-off gala event or a glossy magazine ad trumpeting a company’s affection for polar bears. But today, explains Marian Salzman, president of Euro RSCG Worldwide PR, North America, social media has put the social element back into responsibility, empowering people around the world to create and drive meaningful long-term social cause campaigns. “The bar to enter is lowered, and the process has been democratized,” Salzman writes. “You don’t have to pony up $100 for a benefit ticket; you just have to use a tool you’re already using, such as Twitter or your cell phone, to make a microdonation or to spread the word.”

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