26. Overview Credentials Mumsnet - where did we come from? Understanding modern mothers - who are we? How do mums engage online? What do modern mothers want? Lessons from experience Case studies Questions Support Friendship/Company Source: Google Analytics March 2011
31. Mumsnet the UK’s busiest site for parents Recommendations and reviews Debate Support Source: Google Analytics March 2011
32. Mumsnet in numbers Over 32 million page views each month Average pages per visit - 11 Average user session 12 minutes 1.3 million unique visitors per month 25,000 posts a day Source: Google Analytics March 2011
34. Parents Just under 25% have a child under 12 months Nearly all Mumsnetters have a child under the age of 6 48% have a child aged 6 to 12 over 50% have at least two children High Income 50% have a household income of +£50k In their prime 90% aged between 25 – 45yrs Holiday takersHalf our members take 2 or more holidays/year Employed70% are in full or part time employment Online Shoppers 94% shop Online Parents to be 30 % pregnant or trying to conceive when they register Educated75% have a degree and beyond Profile of a Mumsnetter Early adopters and opinion formers Mumsnet Census June 2009
35. Mumsnetters - more than just statistics Savvy Educated Women – not “just” mums Cynical Need to engage in fresh, new ways Busy Multi-taskers Irreverent Digitally literate
36. What Mums want from brands Products that make their lives easier Online solutions to save them time and effort Transparency Not to be stereotyped To have their opinions heard/ respected To be enfranchised * Stats from independent study of online parenting forums for the Arts and Humanities Research Council
50. Get it wrong they’ll tell the world Don’t underestimate
51. Online communication DO Become a user Respect your target audience Consult early Target serial social networkers Think User-Generated Engage, Enfranchise, Empathise, Endear/Entertain
52. Online communication DON’T Think celebrity = success Refuse advice Expect people to do something you wouldn’t do Try and force viral buzz - it won’t help your brand Don’t do mad things in the name of going “viral” Use PR - speak, lose sense of humour :) Be afraid of criticism/ debate
78. Galaxy – Summer Cinema DH swore off ford until we had the Galaxy to test drive which made us feel more positive about Ford. meridian Loved it. Very comfortable seats and spacious in front loved being about to take my parents with us in one car on a day out. Kbear “Very impressed, loved the shape, extremely spacious inside and loved the fact the wing mirrors folded in automatically when the car was locked” “Very very roomy.” 5inthebed We had 3 heavy high backed boosters and it was a bit tricky to get one into the opposite side of the rear row of seats. Otherwise we were impressed with how flat all the 5 back seats went, especially the back 2. hairymclary Lovely to drive, good acceleration, I'd been driving it for a day before I managed to onto a road that allowed me to use the 6th gear though! The power steering is lovely and light (especially compared to my citroen!) Borisismyhousespider Galaxy, I think I Love You mrskitty
79. Donington Track Day “What a great fun day, really impressed with the guy who drove the RS he was crackers but talked so calmly all the way around and the goodie bag was a lovely surprise” pinewood “I LOVED the off-roading. I giggled like a loon most of the way round, and I was amazed at what the pick-up could cope with. This should be COMPULSORY for everyone buying a Chelsea tractor” satine “thanks Mumsnet and ford, the day was great. DH and I are now arguing discussing which new car we would like when the time comes. I want the Kuga, DH wants the RS and the Mondeo” vnmum “Thank you so much Mumsnet and Ford” LynetteScavo
80. Ford Videos “That has got to be the most successful IKEA trip ever...it all fits in the back. Normally by this point me and my husband have fallen out as it doesn’t fit” “I can listen to my inappropriate music whilst the kids are in the back watching their PG films!!”
81. Feedback Dear HQ, Just a quick note to thank you for taking part in the Ford promotions / test drives. I have recently ordered an S-Max as a mobility car on the strength of them and am now also in a position to recommend it to friends. My husband is also very grateful as there would have been no way I'd have spent that much on the deposit if it hadn't have been for the opinions of trusted Mumsnetters!
87. Mumsnet “I cannot see how the Government can improve on Mumsnet” Janice Turner, The Times
Editor's Notes
Now I’m not going to say much on this. Except some Mumsnetters said some things. An author didn’t like the things We’ve apologised (and settled) and are still in the fight to update libel laws Was stressful and horrible and shouldn’t have happened but it moved Mumsnet off of the lifestyle pages and on to the news pages, pricking the conscious of journalists and politicians alike.
Now I’m not going to say much on this. Except some Mumsnetters said some things. An author didn’t like the things We’ve apologised (and settled) and are still in the fight to update libel laws Was stressful and horrible and shouldn’t have happened but it moved Mumsnet off of the lifestyle pages and on to the news pages, pricking the conscious of journalists and politicians alike.
Now I’m not going to say much on this. Except some Mumsnetters said some things. An author didn’t like the things We’ve apologised (and settled) and are still in the fight to update libel laws Was stressful and horrible and shouldn’t have happened but it moved Mumsnet off of the lifestyle pages and on to the news pages, pricking the conscious of journalists and politicians alike.
And was that force irresistableWe hosted our first webchat in 2000 – a parenting expertWe hosted DC in 2006He wanted to show he could do things differently, we wanted to show him things were different.Our Mumsnetters have always been more Newsnight than loose woman. Held DC to account on care for disabled children, pinned GB down on his hesitancy to answer direct questions.They’d been building up their muscles at the keyboard and were ready to flex them. We had to use our voice effective. We were priveledged to have the voice of 1 million mumsnetters and we wanted to use it properly.
