Your SlideShare is downloading. ×
0
Filling the CracksSloane Beaver, Rilee Harman, Divya Lulla, Cristina HallVCU Brandcenter, Research Methodologies
Let’s talk about families.
Mom holds the family     together
How?
How?Efficiency
How?EfficiencyValidation
How?    Efficiency    ValidationSocial Momentum
This is nothing new.
This is nothing new.        Multi-task   Read parenting books       Join the PTA
This is nothing new.Now          Multi-task picture      digital is in the        Read parenting books            Join the...
Her Digital Family
Her Digital Family
Her Digital Family
Her Digital Family
Her Digital Family     89% of moms are online regularly     61% of moms call themselves the        Chief Technology Officer...
You know moms are online.
Do you know why?
Mom uses digital to makelife better know why? her   Do you for her and           family.
How?
How?    Efficiency    ValidationSocial Momentum
What is Mom Efficiency?
What is Mom Efficiency?       Being faster      Being smarter    Making it all happen
What is Mom Efficiency?           Being fasterGetting more productivity bang          Being smarter      for her energy buc...
She’s a mom onan online mission.
She’s a mom on     an online mission.90% of moms describe themselves as task-oriented internet users. When  she’s online, ...
She’s a mom on      an online mission.   “I barely have enough90% of moms describe themselves as                  much els...
She’s actually on  10 missions.
She’s actually on       10 missions.54% of moms say they always have  multiple windows open at once.They’ve mastered the a...
She’s actually on             10 missions.  54%“IfofI moms say they alwaysIhave            weren’t a mom     multiple feel...
Her DigitalTo-Do List
Buy                  Buy                           clothes            clothes for                           for me        ...
What does she use to get      it all done?
What does she use to get      it all done?     89% of moms say that   their smartphones are their       personal assistants
Look up                 Notepad                            recipesFind places to     eat                                GP...
Look up                  Notepad                                    recipes         “It’s my personal assistant because:Fi...
It’s her scrapbook in fewer       than 10 clicks.
Takephoto
Instagram             it Takephoto
Instagram   Upload to             it     Facebook Takephoto
Instagram   Upload to             it     Facebook Takephoto                           Tweet                               ...
Instagram   Upload to             it     Facebook Takephoto                           Tweet                               ...
Instagram   Upload to             it     Facebook Takephoto                           Tweet                               ...
Digital is not just herpersonal assistant.
Digital is not just her It’s her secret lover.personal assistant.
“It draws me away from my          family.”
“It distracts me from my           kids.”
Litmus Test
Litmus Test Are you helping her accomplish more?Are you helping her accomplish it faster?   Are you streamlining her to-do...
Litmus Test     Don’t be a distraction.  Are you helping her accomplish more?Help mom have more time and Are you helping h...
What is Mom Validation?
What is Mom Validation?Moms are looking for reassurance thatthey are helping  their kids andthat they’re on the right trac...
This is Kristin.
This is Kristin.  Before Kristin was born, her momhad nothing in her life more important            than herself.
This is Kristin.  Before Kristin was born, her momhad nothing in idealife more important She had no her what to expect.   ...
A Moms Over 30 message boardallowed her to share the birth of herchild, fears and frustrations and her   TMI “only a mom w...
A Moms Over 30 message board allowed her to share the birth of herShe was more confident going her child, fears and frustra...
When Kristin was born 2 lbs lighterthan her twin her mother posted a       photo to RAMOM.
One of the members  immediately sent her an  When Kristin was born 2 lbs lighter         email saying:  than her twin her ...
Kristin’s mom received an email about           colic from a friend.
Kristin’swas able to reassure She mom received an email about          colic from a friend. another mother in return.
Kristin went through a Mean Girls Phase in school. She stopped    receiving invites to parties.
Her mother used theKristin went through a Mean Girls      internet to try to Phase in school. She stopped    receiving inv...
When Kristin started hanging out withthe fast crowd, Mom used Facebook to make sure Kristin was doing ok.
Keeping tabs on KristinWhen Kristin started hanging out with can help her Validate herthe fast crowd, Mom used Facebook to...
She asked her Facebook friends for advice on being an empty nester.
When Kristin left forShe asked her Facebook friends for college, heran emptyknew advice on being mom nester.  where to find...
That was Digital  Validation.
That was Digital  Validation.But what does Physical validation look like?
Digital Validation   Physical Validation
Digital Validation   Physical Validation
Digital Validation     Physical ValidationAnonymity leaves herjudgement-free
Digital Validation     Physical Validation                       Your friends might giveAnonymity leaves her              ...
Digital Validation        Physical Validation                          Your friends might giveAnonymity leaves her        ...
Digital Validation        Physical Validation                          Your friends might giveAnonymity leaves her        ...
Litmus Test
Litmus TestAre you allowing her to be open and honest?    Are you making her feel comfortable             asking questions...
Litmus TestEngage her her a straightforwardAre you allowing in to be open and honest?& non-judgmental dialogue. Let    Are...
What is Social Momentum?
What is Social Momentum?Helping her kids gain social tractionPreventing them from being the kidsstuffed in the lockerAvoid...
What is Social Momentum?Helping her kidssocial tractionHelping her kids gain                      get aheadPreventing them...
Moms build Social   Momentum for their kids
Moms build Social      Momentum for their kids           As kids age, their moms’ online presence shifts gearsGet them ahead
Moms build Social   Momentum for their kids                         When kids join Facebook, this is                      ...
Moms build Social   Momentum for their kids           “Being a mom - I learn to           do it their way because IGet the...
Moms build Social   Momentum for their kidsGet them                Don’t                   Walk ahead                hold ...
Litmus Test
Litmus TestAre you helping her promote    her family & herself?
Litmus TestIt’s not just her profile, it’sJohnny’s Mom’s Facebook    Are you helping her promote profile. Don’t&assume her  ...
Efficiency    ValidationSocial Momentum
She’s doing those      Efficiency things online to      Validationmake her family’s  Social Momentum    life better
This is her life
Nap         Soccer                                  time         Game             Laundry                                 ...
Nap         Soccer                                   time         Game             Laundry    Fix-It                      ...
Who can you learn from?
Fill the cracks.
Fill the cracks.  Efficiency
Fill the cracks.      Efficiency   Is your brand bringingdisparate worlds together?
Fill the cracks.  Validation
Fill the cracks.       ValidationIs your brand one she feels  comfortable talking to?
Fill the cracks.Social Momentum
Fill the cracks.Social MomentumIs your brand helping her   promote her family?
Fill the cracks.    Efficiency    ValidationSocial Momentum
How can you be the glue?
Digitalmoms
Digitalmoms
Digitalmoms
Digitalmoms
Digitalmoms
Digitalmoms
Digitalmoms
Digitalmoms
Upcoming SlideShare
Loading in...5
×

Digitalmoms

3,336

Published on

Published in: Self Improvement, Business

Transcript of "Digitalmoms "

  1. 1. Filling the CracksSloane Beaver, Rilee Harman, Divya Lulla, Cristina HallVCU Brandcenter, Research Methodologies
  2. 2. Let’s talk about families.
  3. 3. Mom holds the family together
  4. 4. How?
  5. 5. How?Efficiency
  6. 6. How?EfficiencyValidation
  7. 7. How? Efficiency ValidationSocial Momentum
  8. 8. This is nothing new.
  9. 9. This is nothing new. Multi-task Read parenting books Join the PTA
  10. 10. This is nothing new.Now Multi-task picture digital is in the Read parenting books Join the PTA
  11. 11. Her Digital Family
  12. 12. Her Digital Family
  13. 13. Her Digital Family
  14. 14. Her Digital Family
  15. 15. 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
  16. 16. You know moms are online.
  17. 17. Do you know why?
  18. 18. Mom uses digital to makelife better know why? her Do you for her and family.
  19. 19. How?
  20. 20. How? Efficiency ValidationSocial Momentum
  21. 21. What is Mom Efficiency?
  22. 22. What is Mom Efficiency? Being faster Being smarter Making it all happen
  23. 23. What is Mom Efficiency? Being fasterGetting more productivity bang Being smarter for her energy buck. Making it all happen
  24. 24. She’s a mom onan online mission.
  25. 25. She’s a mom on an online mission.90% of moms describe themselves as task-oriented internet users. When she’s online, she has a purpose.
  26. 26. She’s a mom on an online mission. “I barely have enough90% of moms describe themselves as much else, so time to dointernet users. When task-oriented she’s online, she has a about I’m very focusedpurpose. my internet use.”
  27. 27. She’s actually on 10 missions.
  28. 28. She’s actually on 10 missions.54% of moms say they always have multiple windows open at once.They’ve mastered the art of writing emails while looking up recipes.
  29. 29. She’s actually on 10 missions. 54%“IfofI moms say they alwaysIhave weren’t a mom multiple feel so compelled wouldn’t windows open at once.to multi-task. I’d have fewer They’ve mastered the art of writing emails while looking up recipes. immediate demands.”
  30. 30. Her DigitalTo-Do List
  31. 31. Buy Buy clothes clothes for for me Tell the kids bedtime stories Organize Plan carpoolPay dinnerbills Her Digital To-Do List Check Find Facebook exercise Plan routine Spring Break Find Plan decorating Read Email birthday ideas the news friend party
  32. 32. What does she use to get it all done?
  33. 33. What does she use to get it all done? 89% of moms say that their smartphones are their personal assistants
  34. 34. Look up Notepad recipesFind places to eat GPS Camera Emails Find phone Banking numbers
  35. 35. Look up Notepad recipes “It’s my personal assistant because:Find places can find places to eat, especially It to eat when you’re out of town or GPS traveling. It has GPS so you don’t get lost. It can locate phone numbers easily, especially if have an appointment and are running Camera You can check and respond to Emails late. e-mails while you’re at the kids games.” Find phone Banking numbers
  36. 36. It’s her scrapbook in fewer than 10 clicks.
  37. 37. Takephoto
  38. 38. Instagram it Takephoto
  39. 39. Instagram Upload to it Facebook Takephoto
  40. 40. Instagram Upload to it Facebook Takephoto Tweet it
  41. 41. Instagram Upload to it Facebook Takephoto Tweet it Email it to Grandma
  42. 42. Instagram Upload to it Facebook Takephoto Tweet it Who Email it wants ice to cream? Grandma
  43. 43. Digital is not just herpersonal assistant.
  44. 44. Digital is not just her It’s her secret lover.personal assistant.
  45. 45. “It draws me away from my family.”
  46. 46. “It distracts me from my kids.”
  47. 47. Litmus Test
  48. 48. Litmus Test Are you helping her accomplish more?Are you helping her accomplish it faster? Are you streamlining her to-do list?
  49. 49. Litmus Test Don’t be a distraction. Are you helping her accomplish more?Help mom have more time and Are you helping her accomplish it faster?more energy for the things that Are you streamlining her to-do list? really matter.
  50. 50. What is Mom Validation?
  51. 51. What is Mom Validation?Moms are looking for reassurance thatthey are helping their kids andthat they’re on the right track. They want to know they’re normal.
  52. 52. This is Kristin.
  53. 53. This is Kristin. Before Kristin was born, her momhad nothing in her life more important than herself.
  54. 54. This is Kristin. Before Kristin was born, her momhad nothing in idealife more important She had no her what to expect. than herself.
  55. 55. A Moms Over 30 message boardallowed her to share the birth of herchild, fears and frustrations and her TMI “only a mom would get it” moments.
  56. 56. A Moms Over 30 message board allowed her to share the birth of herShe was more confident going her child, fears and frustrations and into motherhood. get it” TMI “only a mom would moments.
  57. 57. When Kristin was born 2 lbs lighterthan her twin her mother posted a photo to RAMOM.
  58. 58. One of the members immediately sent her an When Kristin was born 2 lbs lighter email saying: than her twin her mother posted a “don’t worry about one photo to RAMOM.being smaller than the other.My twins were like that too.”
  59. 59. Kristin’s mom received an email about colic from a friend.
  60. 60. Kristin’swas able to reassure She mom received an email about colic from a friend. another mother in return.
  61. 61. Kristin went through a Mean Girls Phase in school. She stopped receiving invites to parties.
  62. 62. Her mother used theKristin went through a Mean Girls internet to try to Phase in school. She stopped receiving invites to parties. understand bullying.
  63. 63. When Kristin started hanging out withthe fast crowd, Mom used Facebook to make sure Kristin was doing ok.
  64. 64. Keeping tabs on KristinWhen Kristin started hanging out with can help her Validate herthe fast crowd, Mom used Facebook to make sure Kristin was doing ok. efforts as a mom.
  65. 65. She asked her Facebook friends for advice on being an empty nester.
  66. 66. When Kristin left forShe asked her Facebook friends for college, heran emptyknew advice on being mom nester. where to find support.
  67. 67. That was Digital Validation.
  68. 68. That was Digital Validation.But what does Physical validation look like?
  69. 69. Digital Validation Physical Validation
  70. 70. Digital Validation Physical Validation
  71. 71. Digital Validation Physical ValidationAnonymity leaves herjudgement-free
  72. 72. Digital Validation Physical Validation Your friends might giveAnonymity leaves her you answers, but theyjudgement-free know your dirty laundry
  73. 73. Digital Validation Physical Validation Your friends might giveAnonymity leaves her you answers, but theyjudgement-free know your dirty laundryShe doesn’t have towait for Google to callher back
  74. 74. Digital Validation Physical Validation Your friends might giveAnonymity leaves her you answers, but theyjudgement-free know your dirty laundryShe doesn’t have to Friends, family andwait for Google to call doctors aren’t on callher back 24/7
  75. 75. Litmus Test
  76. 76. Litmus TestAre you allowing her to be open and honest? Are you making her feel comfortable asking questions? Are you making her more nervous?
  77. 77. Litmus TestEngage her her a straightforwardAre you allowing in to be open and honest?& non-judgmental dialogue. Let Are you making her feel comfortable her know it’s okays? have asking question to Are you making her more nervous? questions.
  78. 78. What is Social Momentum?
  79. 79. What is Social Momentum?Helping her kids gain social tractionPreventing them from being the kidsstuffed in the lockerAvoiding embarrassing mom stigma
  80. 80. What is Social Momentum?Helping her kidssocial tractionHelping her kids gain get aheadPreventing them from being to not and knowing when the kidsstuffed hold locker back in the themAvoiding embarrassing mom stigma
  81. 81. Moms build Social Momentum for their kids
  82. 82. Moms build Social Momentum for their kids As kids age, their moms’ online presence shifts gearsGet them ahead
  83. 83. Moms build Social Momentum for their kids When kids join Facebook, this is a huge game changer.Get them Don’t ahead hold them back
  84. 84. Moms build Social Momentum for their kids “Being a mom - I learn to do it their way because IGet them love beingDon’t a part of their ahead lives.” hold them back
  85. 85. Moms build Social Momentum for their kidsGet them Don’t Walk ahead hold them together back
  86. 86. Litmus Test
  87. 87. Litmus TestAre you helping her promote her family & herself?
  88. 88. Litmus TestIt’s not just her profile, it’sJohnny’s Mom’s Facebook Are you helping her promote profile. Don’t&assume her her family herself? social presence is self- centered.
  89. 89. Efficiency ValidationSocial Momentum
  90. 90. She’s doing those Efficiency things online to Validationmake her family’s Social Momentum life better
  91. 91. This is her life
  92. 92. Nap Soccer time Game Laundry WorkCook FriendsDinner Grocery Shopping Carpool Give PTA Advice Braiddaughter’s Clean hair Dentist
  93. 93. Nap Soccer time Game Laundry Fix-It WorkCook Friends Digital is the glue thatDinner fills the cracks Grocery Shopping Carpool Give PTA Advice Braiddaughter’s Clean hair Dentist
  94. 94. Who can you learn from?
  95. 95. Fill the cracks.
  96. 96. Fill the cracks. Efficiency
  97. 97. Fill the cracks. Efficiency Is your brand bringingdisparate worlds together?
  98. 98. Fill the cracks. Validation
  99. 99. Fill the cracks. ValidationIs your brand one she feels comfortable talking to?
  100. 100. Fill the cracks.Social Momentum
  101. 101. Fill the cracks.Social MomentumIs your brand helping her promote her family?
  102. 102. Fill the cracks. Efficiency ValidationSocial Momentum
  103. 103. How can you be the glue?
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×