The New Hands On Dad Modern Media Man (M3) Summit
Upcoming SlideShare
Loading in...5
×
 

The New Hands On Dad Modern Media Man (M3) Summit

on

  • 2,752 views

M3 Presentation from Mom Central and Dad Central Consulting, featuring the new Hands On Dad.

M3 Presentation from Mom Central and Dad Central Consulting, featuring the new Hands On Dad.

Statistics

Views

Total Views
2,752
Slideshare-icon Views on SlideShare
2,636
Embed Views
116

Actions

Likes
0
Downloads
7
Comments
0

2 Embeds 116

http://johnporcaro.typepad.com 101
http://www.imthedadthatswhy.com 15

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    The New Hands On Dad Modern Media Man (M3) Summit The New Hands On Dad Modern Media Man (M3) Summit Presentation Transcript

    • The New “Hands On Dad”™
      Stacy DeBroff
      @MomCentral
      John Porcaro
      @DadCentral
    • Huge Growth in the MomSphere…
      • The number of Mom Bloggers has grown exponentially over the past five years from less than 50 to millions.
      • Brands now spend over $500,000 on robust social media campaigns, where they tested the waters with $500.
      • The stage has been set for the rise of the new Dad Influencer…
      www.DadCentralConsulting.com2
    • Who We Are
      • Specialize in Marketing to Moms and Dads
      • Help companies develop meaningful conversations, connections, and communities with Moms and Dads
      • Reach Moms and Dads and engage them in powerful word-of-mouth programs: Ambassadors, viral marketing across social media platforms, geo-targeted events
      • Moms and Dads take action and recommend your brand, fueling brand awareness, engagement, product trial, and sales
      • Work with over 200 national brands
      • Breadth of consulting services, including research and social media strategy and listening, for start-up and established brands
      • Offices in US and Canada
      www.DadCentralConsulting.com3
    • But First – What is Influencer Marketing in Action
      The Best In the World: Oprah
      www.DadCentralConsulting.com4
    • She Recommends a Product and People Embrace it
      www.DadCentralConsulting.com5
    • It Doesn’t Matter the Platform She’s On
      Do you even know what network her TV show airs on?
      www.DadCentralConsulting.com6
    • Her Passion Translates into Millions in Sales
      www.DadCentralConsulting.com7
    • Mom and Dad Influencers Operate as a Microcosm of Oprah
      www.DadCentralConsulting.com8
    • 3,143 Followers
      4,432,934 VisitorsAlexa Rank: 334,256
      Nashville eZineAlexa Rank: 758,438
      Facebook Group
      607 Members
      How Does Lindsay Ferrier Reach Moms?
      Alexa Rank: 125,575
      634,403 VisitorsAlexa Rank: 1,089,037
      Alexa Rank: 49,673
      Alexa Rank: 103,265
      Featured Mom Blog
      Alexa Rank: 4,073
      Nashville Newspaper
      Alexa Rank: 66,483
      399 Friends
      www.DadCentralConsulting.com9
    • Brands Recognize the Value of Influencer Marketing
      www.DadCentralConsulting.com10
    • Meet the First Dad Influencer: Paul Revere
      The British are coming!!!
      www.DadCentralConsulting.com11
    • End Result: An Accelerated Market for Dads
      www.DadCentralConsulting.com12
    • www.DadCentralConsulting.com13
    • Influencer Marketing in Use: The Xbox Case Study
      www.DadCentralConsulting.com 14
    • Who Are The Gamers?
      • Not just “teenagers” playing videogames
      Average age: 34
      • Not only guys
      60% male, 40% female
      • Not just playing violent videogames
      60% of videogames sold are rated EC, E, or E10+
      • Not just playing alone
      Half of parents in America play videogames with theirchildren at least once a week
      • There is no “one kind of gamer.”
      www.DadCentralConsulting.com 15
    • Find the Influencers
      www.DadCentralConsulting.com 16
    • Provide Something Worth Talking About
      www.DadCentralConsulting.com 17
    • Inside Access
      www.DadCentralConsulting.com 18
    • Turn Influencers into Brand Ambassadors
      www.DadCentralConsulting.com 19
    • Get Involved Locally
      www.DadCentralConsulting.com 20
    • www.DadCentralConsulting.com21
    • Dad Influencers On the Rise
      www.DadCentralConsulting.com 22
    • Dads Defined: The Past
      Lots of free time with friends
      Long day, tedious work
      Wife, One kid, and a Dinosaur
      www.DadCentralConsulting.com 23
    • Dads Defined: The Future
      Wife, Two Kids, a Dog
      (and a robot nanny)
      Working in the Office 9-5
      Responsible Family Automobile
      Relaxing at Home
      www.DadCentralConsulting.com 24
    • Who Are Today’s Dads?
      • August 2010 study by Dad Central Consulting
      • Over 700 members of the Dad Central Consulting Testing Panel with children at home under the age of 18
      www.DadCentralConsulting.com 25
    • The “Hands On Dad”™
      • 97% feel being a Dad influences how they make purchase decisions.
      • 95% believe their criteria for purchases now gets influenced by the needs and interests of their family.
      • 90% say being a Dad influences whom they trust when seeking advice.
      • 84% of Dads now purchase a much broader set of consumer products than before becoming a parent.
      • 46% report being less likely to make impulse decision.
      www.DadCentralConsulting.com 26
    • The “Dad Lens”™ Influences Purchases
      80% of Dads feel they make purchases through a “Dad Lens.”™
      Dad Lens
      Dad & Me Lens
      Me Lens
      Games
      Groceries
      Home Entertainment
      Auto
      Major Household Products
      Outdoor
      Home Computing
      Sporting Events
      Financial Services
      www.DadCentralConsulting.com 27
    • Who Dads Trust Most for Advice
      When asked to rank who they trust the most for advice about family purchases, an overwhelming number of Dads (88%) said they trusted their wife, spouse, or partner the most (top 3).
      www.DadCentralConsulting.com 28
    • Who Dads Trust Most
      Dads trust different sources of information depending on what they are purchasing,
      • Household: Wife/Spouse/Partner, Parents, Product Ratings & Recommendations.
      • Sports: Other Dads, Friends
      • Technology: Other Dads, Product Ratings & Recommendations, Magazine articles, Friends
      • Auto: Other Dads
      • Games: Their Children
      • Appliances: Wife/Spouse/Partner
      • Finance: Wife/Spouse/Partner, Parents
      • Gifts: Wife/Spouse/Partner, Moms
      www.DadCentralConsulting.com 29
    • Dads Trust Other Dads
      Dads trust other Dads for first-hand advice when it comes to parenting their children and purchase decisions for their family and household items.
      Dads also trust other Dads more than any other source of information for advice when purchasing in the fields of sports, technology and auto.
      57%
      www.DadCentralConsulting.com 30
    • How Dads Connect with Other Dads
      Dads connect with fellow Dads through a variety of ways both offline and online. 80% of Dads say they most commonly connect through one-on-one conversations:
      www.DadCentralConsulting.com 31
    • Dads’ Purchases After Consulting Other Dads
      • Football Cleats
      • TV
      • Cell phone
      • Soccer equipment
      • Rechargeable Battery for Cell Phone
      • Martial Arts Classes
      • Videogames
      • Minivan
      • GPS
      • Car Seat
      • Baby Food
      • Nerf toy guns
      • Daybed for my daughter
      • Lawn Mower
      • Family Vacation
      • Pull-behind camper
      • Videogame console
      • Lawn fertilizer
      • Baby monitor
      • Bike for my daughter
      • Tools
      • Baby swing
      • Computer
      • Organic veggies
      • BB Gun
      • A movie on DVD
      • Tickets to a sports event
      • Diapers
      • Golf Clubs
      • An iPod Touch
      • Probiotics
      www.DadCentralConsulting.com 32
    • Power of Dads Twitter Meetup
      Q1: How has being a Dad changed your life?
      Less leisure time, time and money focus on family, just about everything…
      Q2: What influenced purchases before?
      Wants, desires, friends, impulse…
      Q3: What influences purchases now?
      Family needs, children, spouse, budget…
      Q4: Where do you go for advice?
      Wife, family, Internet, reviews, other Dads…
      Q5: How do you connect with other Dads?
      Online, at games, school events, church…
      Q6: What was the last purchase you made after consulting another parent?
      Car seat, Xbox, swing set, sheetrock, bike, laptop, beer, camera, table saw, diapers…
      #PowerOfDads
      One hour: Aug 25, 12-1 PM EDT
      1,500+ Tweets
      100,454 followers reached
      1.6 million impressions
      Power of Dads Twitter Meetup
      www.DadCentralConsulting.com 33
    • Whit Honea in Action
      10,000 Visitors
      48,000 Visitors
      1,175 Followers
      617 Friends
      Featured Blogger
      Featured Blogger
      Featured Dad Blog
      Featured Blogger
      Featured Blogger
      www.DadCentralConsulting.com34
    • Jason Bean in Action: Gatorade
      www.DadCentralConsulting.com 35
    • Muskrat in Action: Ralph Lauren
      www.DadCentralConsulting.com 36
    • The Emergent Dad Influencer
      www.DadCentralConsulting.com37
    • Key Takeaways
      • Market has been proven by Mom Influencers
      • Brands have embraced Influencer marketing
      • A new Hands on Dad™ has emerged and shifted perceptions through the Dad Lens™
      • Dads are Influencers with strong audiences and reach
      • We are at the start of an exciting, dynamic and nascent influencer vertical
      www.DadCentralConsulting.com38
    • We look forward to working with you in the future. Thank you for coming out this morning and listening to our presentation.
      The Mom & Dad Central Team
    • 77 Chapel Street
      Newton, MA 02458
      info@dadcentralconsulting.com
      617.244.3002
      www.DadCentralConsulting.com | Facebook: Dad Central | Twitter: DadCentral