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Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
Moms, social, digital and retail
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Moms, social, digital and retail

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Moms and Social Media. Thoughts on sharing, connecting, and the imminent role of mobile for brands and marketers to consider in their efforts to engage.

Moms and Social Media. Thoughts on sharing, connecting, and the imminent role of mobile for brands and marketers to consider in their efforts to engage.

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  • 1. When it comesto moms,everything issocial, or.... @edward boches chief innovation officer, mullen
  • 2. There’s nothing inthis presentation that youcouldn’t learn on Twitter.
  • 3. pregnancy is social
  • 4. breast-feeding is social
  • 5. shopping is social
  • 6. raising children is social
  • 7. self-expression is social
  • 8. Q: What does every one of these examples have in common?
  • 9. A: Not one has anything to do with connecting people to brands or information.
  • 10. Fewer than one in ve U.S. online users have become "friends" with or "liked" a brand on a social network in the past three months.
  • 11. We overestimate the value of access toinformation while we underestimate the value of access to each other.
  • 12. some interesting stuff Brands connecting people to each other
  • 13. crowdsourced pricing
  • 14. content generation
  • 15. leveraging influencers
  • 16. collective storytelling
  • 17. inventing new services
  • 18. social utility
  • 19. some interesting stuff Brands being social themselves
  • 20. brands getting better at listening
  • 21. employee initiative
  • 22. new service models
  • 23. inventing new services
  • 24. turning customers into media
  • 25. tapping into community
  • 26. inspiring loyalty Earn TrueBlue points every time you check in at of cial JetBlue terminals using the Go Places app. Get started by downloading the app here http://tinyurl.com/3.
  • 27. some interesting stuff Other trends are emerging, too.
  • 28. mobile proliferation
  • 29. the new swiss army knife
  • 30. mobile optimized sites
  • 31. the importance of utility
  • 32. context trumps target
  • 33. gaming dynamics
  • 34. driving traffic
  • 35. audio check in
  • 36. social responsibility
  • 37. social responsibility83% of consumers will change purchasing habits if it can help make tomorrow’s world a better place to live82% percent claim supporting a cause makes them feel better about themselves61% have bought a brand that supports a good cause, up from 52% in 2010 or 200964% would recommend a brand that had a good cause behind it59% would help promote a brand that had a good cause behind it66% of people globally believe it is no longer enough for corporations to give money; they need tointegrate good causes into day-to-day operations59% globally (61% U.S.) have a better opinion of companies that do(Edelman Good Purpose Survey) 2010
  • 38. social responsibility Self-identified moms show the highest preference for doing business with socially responsible corporations, even more than Gen Y (85%): 93% said they would switch their brand if another were more involved in a good cause and the price was about the same.(Cone Cause Evolution Study) 2010 40
  • 39. new brand behaviors Text
  • 40. retail trends Increased access to the mobile web is freeing the retail experience The introduction of connected technologies into retail environment is from the confines of the physical and traditional online environment, changing the ways that stores are able to provide customer service. allowing shopping to take place virtually anywhere. Creating a flexible in-store environment through design, product Introducing likeminded products and services into standalone retail offerings and promotions ensures that each visit will feel like a environments shows customers that a brand is confident in their brand-new experience. core offering and looking to further enhance the in-store experience. Leveraging collaborations based on aspects such as locale or Physical stores still provide the best means to communicate with cultural touchstones maintains a brand’s relevancy in the eyes customers and offer a brand experience. of the customer. In the new customer-centric approach to retail, stores need to Whether physically or through connected technologies, shopping is continually find ways to lower barriers to purchase and be prepared still best experienced socially. to make a sale whenever a customer is ready. In a connected world where access to information is fluid and Empower customers by providing them with all of the tools needed transparency is the expectation, brands must actively take part in to make an informed purchase decision. the conversation; otherwise their customers will do so without them.
  • 41. mobile payments
  • 42. personalized assistance
  • 43. immersive experiences
  • 44. show, tell and share instantly
  • 45. deals of the day
  • 46. shop from anywhere
  • 47. Social media isn’t theplatforms; it’s consumer behavior.
  • 48. eight trends Fact: consumers want to participate Insight: invite and inspiring co-creation
  • 49. eight trends Fact: consumers want to participate Insight: invite and inspiring co-creation Fact: we have complex relationships with media Insight: engineer your online presence
  • 50. eight trends Fact: consumers want to participate Insight: invite and inspire co-creation Fact: we have complex relationships with media Insight: engineer your online presence Fact: we join forces to exert in uence Insight: develop effective conversation strategy
  • 51. eight trends Fact: consumers want to participate Insight: invite and inspire co-creation Fact: we have complex relationships with media Insight: engineer your online presence Fact: we join forces to exert in uence Insight: develop effective conversation strategy Fact: we want to do business with human brands Insight: liberate employees to interact and connect
  • 52. eight trends Fact: consumers want to participate Insight: invite and inspire co-creation Fact: we have complex relationships with media Insight: engineer your online presence Fact: we join forces to exert in uence Insight: develop effective conversation strategy Fact: we want to do business with human brands Insight: liberate employees to interact and connect Fact: community is our new source of content Insight: identify and support the new in uencers
  • 53. eight trends Fact: consumers want to participate Insight: invite and inspire co-creation Fact: we have complex relationships with media Insight: engineer your online presence Fact: we join forces to exert in uence Insight: develop effective conversation strategy Fact: we want to do business with human brands Insight: liberate employees to interact and connect Fact: community is our new source of content Insight: identify and support the new in uencers Fact: there is no such thing as perfect Insight: architect multiple ways to opt in
  • 54. eight trends Fact: consumers want to participate Insight: invite and inspire co-creation Fact: we have complex relationships with media Insight: engineer your online presence Fact: we join forces to exert in uence Insight: develop effective conversation strategy Fact: we want to do business with human brands Insight: liberate employees to interact and connect Fact: community is our new source of content Insight: identify and support the new in uencers Fact: there is no such thing as perfect Insight: architect multiple ways to opt in Fact: we have a new de nition of quality Insight: real-time, accessibility, convenience trumps all
  • 55. eight trends Fact: consumers want to participate Insight: invite and inspire co-creation Fact: we have complex relationships with media Insight: engineer your online presence Fact: we join forces to exert in uence Insight: develop effective conversation strategy Fact: we want to do business with human brands Insight: liberate employees to interact and connect Fact: community is our new source of content Insight: identify and support the new in uencers Fact: there is no such thing as perfect Insight: architect multiple ways to opt in Fact: we have a new de nition of quality Insight: real-time, accessibility, convenience trumps all Fact: attention is the new scarcity Insight: earn attention through utility
  • 56. That’s especially truewhen it comes to moms.
  • 57. and then there are moms Fact: 63% of women are active in SoMe networks Insight: need to master engagement and conversation strategy
  • 58. and then there are moms Fact: 63% of women are active in SoMe networks Insight: need to master engagement and conversation strategy Fact: 51% use Facebook to share product recommendations Insight: elevate word-of-mouth marketing beyond Facebook
  • 59. and then there are moms Fact: 63% of women are active in SoMe networks Insight: need to master engagement and conversation strategy Fact: 51% use Facebook to share product recommendations Insight: elevate word-of-mouth marketing beyond Facebook Fact: 54% of all moms read blogs regularly Insight: essential to leverage and promote the new in uencers
  • 60. and then there are moms Fact: 63% of women are active in SoMe networks Insight: need to master engagement and conversation strategy Fact: 51% use Facebook to share product recommendations Insight: elevate word-of-mouth marketing beyond Facebook Fact: 54% of all moms read blogs regularly Insight: essential to leverage and promote the new in uencers Fact: 50% of American moms text or update their Facebook status during labor Insight: inspire co-creation, crowdsource, harness conversation
  • 61. and then there are moms Fact: 63% of women are active in SoMe networks Insight: need to master engagement and conversation strategy Fact: 51% use Facebook to share product recommendations Insight: elevate word-of-mouth marketing beyond Facebook Fact: 54% of all moms read blogs regularly Insight: essential to leverage and promote the new in uencers Fact: 50% of American moms text or update their Facebook status during labor Insight: inspire co-creation, crowdsource, harness conversation Fact: 92% of two-year-olds in the U.S. have a digital footprint Insight: create tools and apps so mom can document kids’ lives
  • 62. and then there are moms Fact: 63% of women are active in SoMe networks Insight: need to master engagement and conversation strategy Fact: 51% use Facebook to share product recommendations Insight: elevate word-of-mouth marketing beyond Facebook Fact: 54% of all moms read blogs regularly Insight: essential to leverage and promote the new in uencers Fact: 50% of American moms text or update their Facebook status during labor Insight: inspire co-creation, crowdsource, harness conversation Fact: 92% of two-year-olds in the U.S. have a digital footprint Insight: create tools and apps so mom can document kids’ lives Fact: 91% of moms with a smartphone won’t leave home without it Insight: context is more important than ever
  • 63. and then there are moms Fact: 63% of women are active in SoMe networks Insight: need to master engagement and conversation strategy Fact: 51% use Facebook to share product recommendations Insight: elevate word-of-mouth marketing beyond Facebook Fact: 54% of all moms read blogs regularly Insight: essential to leverage and promote the new in uencers Fact: 50% of American moms text or update their Facebook status during labor Insight: inspire co-creation, crowdsource, harness conversation Fact: 92% of two-year-olds in the U.S. have a digital footprint Insight: create tools and apps so mom can document kids’ lives Fact: 91% of moms with a smartphone won’t leave home without it Insight: context is more important than ever Fact: moms over-index on smartphone use (social, search, mobile web) Insight: mobile optimization needs to embrace responsive web design
  • 64. Social media requires marketers to thinkand behave differently.
  • 65. what has to change: mindset audience community messages experiences target engage media plan interest plan penetrate collaborate
  • 66. awarenessconsiderationintentsupportloyaltyadvocacy
  • 67. discover le a rn ypla t sacent e tran rta in connect
  • 68. Thank youContent here was sourced from lots of sharing people including @PSFK retail report (42/48); @griner,@simonmainwaring, Forrester, and others. Thanks to all who share content and ideas in social media. 70

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