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Filling the Cracks
Prepared By
Sloane Beaver, Rilee Harman, Divya Lulla, Cristina Hall


For
Let’s talk about families.
How?


  Be more efficient
   Seek validation
Give the family social
     momentum
Multi-task
Read parenting books
   Join the PTA
Her Digital Family

     89% of moms are online regularly

     61% of moms call themselves the
        Chief Technology Officer

       50% of moms used a social
      networking site on the day their
              child was born
Digital moms   coke
Be more efficient
   Seek validation
       How? social
Give the family
     momentum
Being faster
 Getting more productivity bang
What for Being smarter
       is her energy buck.
          Mom Efficiency?
      Making it all happen
90% of moms describe themselves as
 task-oriented internet users. When
  she’s online, she has a purpose.
54% of moms say they always have
  multiple windows open at once.
They’ve mastered the art of writing
  emails while looking up recipes.
Buy
                         Buy
                                           clothes
                       clothes                                   Tell
                                           for the
                       for me                                  bedtim
                                             kids
                                                                  e
                                                     Organi    stories
              Plan                                     ze
Pay          dinner               Her                carpool
bills                            Digital
                                 To-Do                               Check
                                                      Find           Facebo
                                  List               exercis           ok
                       Plan                             e
                      Spring                         routine
                      Break                     Find
                                Plan          decorat               Read
        Email                  birthda           ing                 the
        friend                 y party         ideas                news
89% of moms say that
their smartphones are their
    personal assistants
Look up
         Notepad
                   recipes
 Find
places                       GPS
to eat




Camera                       Emails

                     Find
         Banking    phone
                   numbers
Instagra    Upload
           m          to
            it     Faceboo
                       k


Take
photo                         Tweet
                                it



                   Email it
          Who
                      to
         wants
                   Grandm
         cake?
                      a
Digital moms   coke
Digital moms   coke
Digital moms   coke
Moms are looking for reassurance
that they are helping their kids and
What is Mom Validation?
that they’re on the right track. They
   want to know they’re normal.
S
                                   to




Before Kristin was born, her mom
  hadThis is in her life more
       nothing Kristin.
     important than herself.
S
                                     g

   A Moms Over 30 message
   board allowed her to share
 the birth of her child, fears and
frustrations and her TMI “only a
  mom would get it” moments.
One of the members
immediately sent her an email
  When Kristinsaying: 2 lbs lighter
               was born
  than her twin her mother posted a
 “Don’t worryto RAMOM. being
         photo   about one
  smaller than the other. My
   twins were like that too.”
Kristin’s was received an email about
  She mom able to reassure
           colic from a friend.
  another mother in return.
Her mother used the
Kristin went through a Mean Girls
       internet to try to
 Phase in school. She stopped
    receiving invites to parties.
   understand bullying.
Keeping tabs on Kristin can
When Kristin started hanging out with
help her validate her efforts
the fast crowd, Mom used Facebook
 to make sure Kristin was doing ok.
           as a mom.
When Kristin left for college, her mom    She asked
   knew where to find support.           friends for
                                              an em
Digital moms   coke
Digital moms   coke
Digital moms   coke
Helpi
                             tracti
Helping her kids get ahead
What is Social Momentum?
 and knowing when not to     Preve
                             kids s
      hold them back
                             Avoid
                             stigm
Moms build Social   Momentum for their kids
                         When kids join Facebook, this is
                            a huge game changer.
Digital moms   coke
Digital moms   coke
Nap
         Soccer                                   time
         Game             Laundry    Fix-It

                                        Work


Cook        Digital is theFriends
                            glue that
Dinner          fills the cracks
     Grocery Shopping               Carpool

                                                Give
                             PTA               Advice
  Braid
daughters         Clean
   hair                   Dentist
Who can you learn from?
Digital moms   coke
Digital moms   coke
Digital moms   coke
Social Momentum
  Fill the cracks.
     Validation
     Efficiency
Is your brand one she feels
 IsIs your brand bringing
    your brand helping her
disparate worldsfamily?
   comfortable talking to?
    promote her together?
How can you be the glue?

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Digital moms coke

  • 1. Filling the Cracks Prepared By Sloane Beaver, Rilee Harman, Divya Lulla, Cristina Hall For
  • 2. Let’s talk about families.
  • 3. How? Be more efficient Seek validation Give the family social momentum
  • 5. Her Digital Family 89% of moms are online regularly 61% of moms call themselves the Chief Technology Officer 50% of moms used a social networking site on the day their child was born
  • 7. Be more efficient Seek validation How? social Give the family momentum
  • 8. Being faster Getting more productivity bang What for Being smarter is her energy buck. Mom Efficiency? Making it all happen
  • 9. 90% of moms describe themselves as task-oriented internet users. When she’s online, she has a purpose.
  • 10. 54% of moms say they always have multiple windows open at once. They’ve mastered the art of writing emails while looking up recipes.
  • 11. Buy Buy clothes clothes Tell for the for me bedtim kids e Organi stories Plan ze Pay dinner Her carpool bills Digital To-Do Check Find Facebo List exercis ok Plan e Spring routine Break Find Plan decorat Read Email birthda ing the friend y party ideas news
  • 12. 89% of moms say that their smartphones are their personal assistants
  • 13. Look up Notepad recipes Find places GPS to eat Camera Emails Find Banking phone numbers
  • 14. Instagra Upload m to it Faceboo k Take photo Tweet it Email it Who to wants Grandm cake? a
  • 18. Moms are looking for reassurance that they are helping their kids and What is Mom Validation? that they’re on the right track. They want to know they’re normal.
  • 19. S to Before Kristin was born, her mom hadThis is in her life more nothing Kristin. important than herself.
  • 20. S g A Moms Over 30 message board allowed her to share the birth of her child, fears and frustrations and her TMI “only a mom would get it” moments.
  • 21. One of the members immediately sent her an email When Kristinsaying: 2 lbs lighter was born than her twin her mother posted a “Don’t worryto RAMOM. being photo about one smaller than the other. My twins were like that too.”
  • 22. Kristin’s was received an email about She mom able to reassure colic from a friend. another mother in return.
  • 23. Her mother used the Kristin went through a Mean Girls internet to try to Phase in school. She stopped receiving invites to parties. understand bullying.
  • 24. Keeping tabs on Kristin can When Kristin started hanging out with help her validate her efforts the fast crowd, Mom used Facebook to make sure Kristin was doing ok. as a mom.
  • 25. When Kristin left for college, her mom She asked knew where to find support. friends for an em
  • 29. Helpi tracti Helping her kids get ahead What is Social Momentum? and knowing when not to Preve kids s hold them back Avoid stigm
  • 30. Moms build Social Momentum for their kids When kids join Facebook, this is a huge game changer.
  • 33. Nap Soccer time Game Laundry Fix-It Work Cook Digital is theFriends glue that Dinner fills the cracks Grocery Shopping Carpool Give PTA Advice Braid daughters Clean hair Dentist
  • 34. Who can you learn from?
  • 38. Social Momentum Fill the cracks. Validation Efficiency Is your brand one she feels IsIs your brand bringing your brand helping her disparate worldsfamily? comfortable talking to? promote her together?
  • 39. How can you be the glue?