Momentum SheSpeaks Her-suasion Study
Transcript of Momentum SheSpeaks Her-suasion Study
8/6/2019 Momentum SheSpeaks Her-suasion Study
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The bond between moms and brand
The online survey was conducted among a randomsample of women from the SheSpeaks community,fielded in January 2011. 1,092 U.S. womenparticipated. The SheSpeaks community includes
women who are socially active, both online andoffline. Results presented in this report focus onmoms with children under 18 (72% of the sample).
CONTACTS:Aliza FreudFounder & CEO, SheSpeaks, Inc(e) [email protected]: @shespeaksincFacebook: facebook.com/shespeaksinc
Holly PavlikaFounder, Mom-entumManaging Director, Big Fuel(e) [email protected]: @HollyPavlikaFacebook: facebook.com/haveMom-entum
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Social media has revolutionized how moms interact with each other online,
and it is now also transforming how moms and brands communicate.
However, many questions arise about how brands should initiate and
maintain a dialogue online. Do moms really want to have a relationship with
brands through social media? If so, who should be initiating the dialogue? Do
women just want coupons and promotional information, or do they actually
want to have a conversation with a brand? Is social media replacing email as
the key communications channel between moms and brands?
Social media is revolutionizing howmoms and brands communicate
Number of hours perweek using social media
Q: How many hours do you spend per week usingsocial media (i.e., reading/posting on Facebook,
Twitter, blogs)?
20+ hrs25%
1–2 hrs10%
3–5 hrs.17%
6–9 hrs18%
10–14 hrs19%
15–19 hrs10%
SheSpeaks and Mom-entum interviewed nearly 800moms to answer the questions shown here—and
learned that brands have an enormous opportunity to
initiate and sustain relationships with moms through
multiple digital channels. Beyond “liking” brands on
Facebook or following them on Twitter, moms expect
brands to engage with them via social media by
answering questions, providing customer service and
personalizing content and promotions. Given the right
content, moms actually welcome the experience of
brands initiating conversations with them. And while
social media continues to grow, brand websites and
email still have important roles in fostering the
relationship between moms and brands.
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Moms really do want relationships with b
Most moms spend a lot of time with social media–at least 10 hours
per week. And it’s not all about keeping in touch with fr iends. This is
not new news, but the fact many moms are initiating “liking” brands
in social media without any prompting at all is. She is making her
way to brand’s Facebook pages from a variety of sources: email,
websites or just looking up the brand on Facebook. And if the
content is relevant, she’s hoping to start a relationship–and not
looking just for a money-saving coupon.
Positive—if tcontent rele
Negativeinitiate co
bra
Reaction tinitiating
in soci
Q: Consider a situatiolike follows you on
Facebook. What
Reasons brands o
Q: IF you have “liked” or becoFacebook, what most often ins
Got an email fromcompany encouraging
to “like” the brand/product on Facebook:
Saw that a
friend “liked”the brand on
Facebook:11%
Other:12%
In fact, moms are even willing to have brands initiate contact with
them on social media, as long as the content is relevant. Sixty-
eight percent of moms said they are positive about a brand
reaching out to them via social media, whereas only 11% are not.
Other facts about moms and Facebook:
• 74% have written a post about a brand or product on Facebook
• 31% “liked” a brand just by looking them up on Facebook
• 23% “liked” a brand after clicking through from a company website
• 12% “liked” a brand through email
• 36% of Moms have tweeted about a brand or product
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The most important factor for successful communications with moms via social media is relevance and
trust. Regarding relevance, women want content they find useful, including product information, coupons/
promotions and customer service information. Responding to moms’ tweets about brands or products
and having surprise and delight factors to demonstrate an understanding of moms’ needs are the most
effective ways to communicate with moms through social media. ! To develop trust, brands must talk from
the heart and use a tone that sounds like
one person speaking with another, not a
corporation talking at the masses. Moms
have similar levels of trust for content that
comes directly from brands’ websites and
Facebook pages as they do for content
from third-party channels, given that
content from a brand or product websitewas reported to be the most trustworthy
digital channel related to shopping online
(72% said this content is “very” or
“somewhat” trustworthy). Thus, brands can
focus on direct-to-mom communications
and do not always need third-party
validation to cultivate trust.
Trustworthiness of digitalshopping channels•
Content on brand/productwebsite(s)
Thirty-party Facebook, Twitter orblog posts (e.g., magazines or
mom bloggers)
Third-party website articles(e.g., magazines or product
reviewers)
Content on brand/productFacebook page(s)
Content on brand/productblog(s)
Content on brand/productTwitter account(s)
68%
68%
66%
65%
49%
72%
• Participants were asked to rank the channels as “very” or “somewhat” trustworthy
Q: Keeping in mind how this influences your intent to purchase, what is yourlevel of trust with each of the following online channels?
Moms do trust the content brands provide
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Relevant content drives engagement with moms regardless of channel, and social media is
Seventy-two percent of moms in the study reported that the relevance of social media
receive is more important than who shares the content with them (16%) or whether
personalized (11%).
Digital media—whether Web content, email or social media—provide ample opportunity
understand which content is perceived as most relevant by moms. Brands can measure w
content (product information, coupons/promotions, customer reviews, applications) gar
traction and continually optimize the content delivered through each channel.
Most important factorof social media content
nL= 742 moms who receive social media content
Q: Which of the following is most important about content youreceive through social media? (Choose one.)
If the message ispersonalized for me:
If I am close to theperson who shared thecontent with me: 16%
If the content isrelevant to me: 72%
Relevant content is king no matter where it comes
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While many brands are working on developing compelling content and videos
conversations, it turns out that a good product experience is the best tool to drive w
The majority of moms (62%) say that a positive experience with a product is the bigg
for them to talk with others about a brand, compared with 33% who are most likely t
brand when they have a coupon to share or 6% who prefer to forward cool promot
Thus, brands should consider creating positive product experiences as more impo
building tools than distributing cool viral content or coupons.
Once inspired by a brand or product, moms use multiple digital channels to tell othe
experience. Sending emails (86%) is the most popular way to tell others abut prod
closely by posting a product review (79%). Encouraging moms to post product review
impactful, as virtually all moms (97%) have read customer reviews in the past two to
Such mom-to-mom word of mouth seems to be the most effective customer promotio
can achieve.
A good product experience isbest driver of viral conversati
Motivators for word of mouth about brands
Q: What makes you most want to share information about abrand/product? (Choose one.)
The content iscreative (coolvideo, interactivegame, etc.): 6%
I just had a greatexperience with a newproduct and wanted to
let my friends knowabout it: 62%
Have a coupon/promotion to share:
33%
Q Have you ever done any of the follo
Digital actioto bra
Sent an email to a friendwhere you mentioned a
brand/product
Posted a product reviewon a shopping website
Posted on a message boardabout a brand/product
Written a post on Facebook about a brand/product
Written a blog postabout a brand/product
Tweeted about a brand/product 3
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Social media createsimmediate brand connections
Posting on a message board (76%) and writing about a brand on Facebook (74%) are also
common ways that moms like to tell others about products. And, moms are more likely than
women without children to use all these channels to spread the word, particularly posting on
Facebook (74% compared with 59% of non-moms).
Creating a highly shareable video is one way to encourage moms to tell others about a product.
Programs that drive product trial through free samples or through formal sampling programs can
give moms positive brand and product experiences that will foster word of mouth. And, the first-
hand product experience gives moms more substantial content to tell others about the product
and to write compelling customer reviews than company-generated content could ever do.
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While some marketers contend that social media has replaced email, our research show
the case—yet. As shown below, email is still the top method that moms use to tell other
experiences they have with products.!And email still reigns as moms’ favorite way to lear
products and promotions (27%), followed by Facebook (19%), a brand’s website (15%) an
mail (12%).
Even for social-savvy moms, email still rule
Email is still the hub through which companies can
push out their messages and drive traffic to their
social media channels. While moms spend a lot of
time on Facebook and Twitter, it is still easy to miss a
brand’s message in a long and quickly moving stream
of posts from friends, news sources and other
brands. Email provides a unique way for brands to
deliver targeted content to individual moms based
on their requests and preferences. Thus, brands needto leverage email as a part of a multichannel
marketing plan.
In fact, social media is becoming the glue in a
multichannel marketing plan and is being used more
and more to give brands a human voice, forge
connections and amplify the efforts of more
traditional media channels.
Q: How do you most like to learn abo
and promotions? (Check
Best channel to leaproducts and pro
Brand’s website
Regular mail
TV ads
Magazines
1
6%
Stores 3%
Twitter 2%
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Beyond product and promot iona l
communications, email is also the preferred
channel for customer service (38%),compared with phone (31%), online chat
(15%), Facebook (9%), meeting in person
(4%) and Twitter (1%). Moms appreciate the
efficiency of being able to send a customer
service inquiry via email without having to
wait for a representative on the phone, and
they also expect a quick response from the
company in turn.
While relatively fewer moms use Facebook
or Twitter for customer service, those who
do expect an immediate response within 24
hours or less. Q: How do you most like to learn about a brand’s productsand promotions? (Check one.)
38%
Preferred customer servicechannel
1-800 help line
Live chat
31%
15%
9%
Meeting in person 3%
Twitter 2%
Moms use multiple channels for customer service
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Brands should reciprocate with relevantcontent that acknowledges moms’contributions to the relationship.
Moms are willing to work with brandsto develop and improve products if theyknow the brands are really listening.
Moms depend on email as their primarysource of brand and product information.
Brands should include email as part of amulti-channel marketing program.
Moms want to connect with brands onsocial media, as evidenced by theirpropensity to "like" brands on Facebook without prompting.
Make your social media presence easy tolocate through search. Ensure that contentis relevant–otherwise moms may "unlike"the brand as quickly as they "liked" it.
Brands have the opportunity to build one-on-one relationships with moms and not
rely on earned media to foster credibility.
Brands should not be afraid to reach out tomoms.!As long as the content and dialogueare extremely relevant and transparent,most moms will be impressed.
Free samples and product trials fuelmoms' purchases and word of mouthconversations.
Give moms something to talk about! !with great product experiences, informationand promotions that compel them wantto share.
Moms want and trust product informationdirect-from-brands, and do not only want
to rely on trusted friends and third partiesfor information.
Moms are willing to be contacted bybrands online if the content is relevant.
The best way to make a mom a customerof a brand or product is to give them adirect experience with that product.
Moms are excited about talking aboutbrands on social media.
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