Digitalmoms
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Digitalmoms

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Digitalmoms Digitalmoms Presentation Transcript

  • 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 PTA
  • 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 50% of moms used a social networking site on the day their child was born
  • 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 buck. Making it all happen
  • 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 has a purpose.
  • 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.”
  • 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 art of writing emails while looking up recipes.
  • 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.”
  • Her DigitalTo-Do List
  • 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
  • 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 GPS Camera Emails Find phone Banking numbers
  • 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
  • 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 it
  • Instagram Upload to it Facebook Takephoto Tweet it Email it to Grandma
  • Instagram Upload to it Facebook Takephoto Tweet it Who Email it wants ice to cream? Grandma
  • 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 list?
  • 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.
  • What is Mom Validation?
  • 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.
  • 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. than herself.
  • 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.
  • 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.
  • 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 mother posted a “don’t worry about one photo to RAMOM.being smaller than the other.My twins were like that too.”
  • 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 invites to parties. understand bullying.
  • 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 make sure Kristin was doing ok. efforts as a mom.
  • 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 support.
  • 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 you answers, but theyjudgement-free know your dirty laundry
  • 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
  • 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
  • Litmus Test
  • Litmus TestAre you allowing her to be open and honest? Are you making her feel comfortable asking questions? Are you making her more nervous?
  • 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.
  • What is Social Momentum?
  • What is Social Momentum?Helping her kids gain social tractionPreventing them from being the kidsstuffed in the lockerAvoiding embarrassing mom stigma
  • 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
  • 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 a huge game changer.Get them Don’t ahead hold them back
  • 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
  • Moms build Social Momentum for their kidsGet them Don’t Walk ahead hold them together back
  • 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 her family herself? social presence is self- centered.
  • 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 WorkCook FriendsDinner Grocery Shopping Carpool Give PTA Advice Braiddaughter’s Clean hair Dentist
  • 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
  • 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?