Connecting With Brand Savvy Moms Q2 2011

Connecting with Brand Savvy Moms

2 MomCentralConsul/ng.com

THE MOMNIBUS PROJECT At Mom Central Consul/ng, we’ve worked hard the past three years to evolve standard consumer research into compelling Mom insights. Our fresh, unique perspec/ve delivers must‐have results for brands.

Ar/culate, tech‐savvy and brand‐adventurous women comprise our 15,000 person panel. They provide candid feedback via our ongoing bi‐weekly Momnibus research surveys – and from their insights we serve up an enlightened combina/on of insights, emergent trends, and inspired thinking about the Mom consumer.

In April 2011, 900 Moms with at least one child under the age of 11 years old answered an in‐depth ques/onnaire about their aStudes towards paren/ng, being a Mom, their use of technology, social media and how they engage with brands. Over the next few months, we look forward to sharing the insights gleaned from this survey via a phased roll‐out of Trend Reports, culmina/ng with a cannot‐miss presenta/on at the M2Moms: Marke/ng‐to‐Moms conference, Chicago, October 2011.

In this Trend Report, we reveal significant shiWs in usage across the Mom social media landscape and a deeper understanding of their posi/on as savvy marketers based on the first round of survey results.


BRAND TAKEAWAYS

THE WHAT: 70% of Moms report spending more /me on the internet since having a child and not only keep in touch with friends and family ‐ while online, they expect brands to connect with them. This group wants engagement but on Moms terms.

SO WHAT: A successful social media strategy should go above and beyond convincing Moms to simply “like” a brand on Facebook or Twiber. These brand enthusiasts expect direct

interac/on, original content and aben/veness from a person represen/ng the brand or they “unlike” you with a quick click.

NOW WHAT? To reach Moms, integrated strategies with engaging online and offline components work best. Since Moms pay aben/on to how brands interact with them online, and share those insights with other Moms offline via WOM, marketers should think about crea/ng ongoing, long‐term campaigns that deepen engagement and interac/on with Mom enthusiasts online, to increase awareness and purchase intent offline.


TREND REPORT HIGHLIGHTS 9 out of 10 MOMS

now prefer Facebook as their “go to” social media des/na/on

80% ignore targeted ads on their social media networks

10 average number of brands Moms follow or like on Twiber or Facebook

78% check‐in to Facebook and Twiber via their Smartphone while on the go

4 out of 5 Moms maintain two separate iden//es on Facebook, private and public

41% find ads on social network profiles annoying and say they have no impact on their purchasing decisions

60% agree: poorly used Twiber or Facebook accounts nega/vely impact Mom’s percep/on of a brand


60%

20%

41% 39%

12%

37%

93%

63%

20%

35% 30%

48%

Facebook Twiber Myspace Yahoo Group LinkedIn YouTube

2009 2011

9 OUT OF 10 MOMS FACEBOOK

Though used by a smaller number of Moms, Twiber and LinkedIn also made significant gains:

200% increase up from 20% to 63%.

150% increase up from 12% to 30%.

Myspace experienced the greatest decrease, with usage dropping by 50%: no surprise, given the current demise of the plaiorm.

Yahoo Groups experienced a slight dip as well – though s/ll a strong plaiorm for Moms to gather, we see Facebook replacing the conversa/onal structure tradi/onally found in within online groups.

Over the past 18 months, we’ve seen significant shiWs across the Mom social media landscape: Most notably, the number of

Mom consumers with a Facebook account jumped From 60% in late 2009 to 93% in early 2011.


MOMS MEAN BUSINESS Once used as a channel to “keep an eye on” their college‐age kids, Moms no longer join Facebook as passive observers or limit their conversa/ons and connec/ons to only friends & family.

Now, Facebook primarily acts as Mom’s dominant connec/on‐enabler, informa/on‐feeder, trend‐finder and news‐provider.

Moms leverage the site to support more strategic priori/es, and ac/vely pursue professional and “influencer” ac/vi/es:

81% maintain two separate iden//es on Facebook, one for personal use and one for professional use.

And strategic priori/es aren’t limited to only Facebook:

30% maintain two separate iden//es on Twiber.


ON THE GO & IN THE KNOW

As an integral part of her day, Facebook is Mom’s primary social (and perhaps professional) network and the one she spends the most /me on.

Without it, she feels disconnected and lost – as the site acts as her main point of contact, keeping her “in the know” and up to date on all current events, important news and family updates:

54% check‐in to the site ALL DAY LONG.

28% check‐in mul/ple /mes a day.

78% use their Smartphone to check in and update their Twiber and Facebook accounts while on the go.


SO WHAT? The majority of Moms follow 10 or more brands

on Facebook and TwiQer.

They engage with brands on Facebook on a daily basis and expect to hear from those brands regularly. Most oWen, they seek out brands on Facebook and Twiber because they feel sa/sfied, interested or impressed with a company, rather than for nega/ve reasons or to express feelings of anger, disappointment or frustra/on and they hate being ignored when upset.

A successful social media strategy should go above and beyond convincing Moms to simply like a brand on Facebook or Twiber, and tap in to those feelings of contentment and curiosity. These real fans expect direct interac/on, original content and aben/veness from a “human,” or they’re apt to “unlike” you with a quick click.


REAL FANS EXPECT REAL INTERACTION Targeted social media ads do not have a strong impact on Mom purchasing behavior. In fact, 80% of Moms ignore targeted messaging on their social media networks. Reliance on automated or push marke/ng may not effec/vely reach these consumers:

60% Agree if a company uses Twiber or Facebook poorly, it nega/vely impacts Mom’s percep/on of the company.

56% Agree brands can most effec/vely reach out to Mom on her social network or via Mom Bloggers.

41% Find ads on social network profiles annoying and 40% say targeted profile ads have no impact at all on their purchasing decisions.


DEEP ENGAGEMENT = WOM Regular interac/on between brands and Moms online creates a sense of connec/on for Mom, and keeps her feeling as though she’s accessing content or rela/onships before anyone else. This proac/ve engagement reflects posi/vely on Mom’s ensuing offline WOM and purchasing behaviors:

91% Feel more informed about the company’s promo/ons

81% Feel more connected to the brand 79% Are more likely to recommend the brand to

a friend 78% No/ce a brand or product more frequently

in everyday life (away from the computer) because they “like” or “friend” it.

Feeling informed and connected creates a consumer 5x more likely to interact with other fans of the company/product.


NOW WHAT?

Moms increasingly rely on Facebook as their “go to” social plaTorm in greater numbers for both personal and

professional connecUons.

This reliance translates to more awareness of brands and messaging in “offline” surroundings. To engage Moms, focus on crea/ng “human” branding online and also embracing an integrated strategy across mul/ple channels.

Integrated strategies with engaging online and offline components work best. Since Moms they pay aben/on to how brands interact with them online, and share those insights with other Moms offline via WOM, marketers should think about crea/ng ongoing, long‐term campaigns that deepen engagement and interac/on with Mom enthusiasts online, to increase awareness and purchase intent offline.

77 Chapel Street | Newton, MA 02458 | 617.244.3002 MomCentralConsul/ng.com | MomCentral.com | Facebook: Mom Central Consul/ng | Twiber: MCConsul/ng

Stacy DeBroff CEO, Founder

[email protected]

Tracey Hope-Ross VP, Consumer and Client Insights

[email protected]

Lauren Bocskocsky Project Manager

[email protected]

May 2011

Connecting With Brand Savvy Moms Q2 2011

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