More Related Content Similar to BabyCenter - BabyCenter: A Global Insights Engine Similar to BabyCenter - BabyCenter: A Global Insights Engine (20) More from Signal Chicago 2012 More from Signal Chicago 2012 (20) BabyCenter - BabyCenter: A Global Insights Engine1. A Global Insights Engine
Tina Sharkey
Chairman, Global President
© BabyCenter, LLC. Confidential. All rights reserved.
2. Every month, BabyCenter reaches 26MM new and
expectant Moms across the 22 markets we serve
© BabyCenter, LLC. Confidential. All rights reserved.
3. Our business
Knowing Mom Consumer
Gaining deep insights Experience
from 21st century moms® Serving moms around
around the globe through the globe with trusted
primary research, active expert advice and mom-
listening, behavioral to-mom wisdom
analytics, editors and
experts
Marketing
Solutions
Delivering an innovative
blend of solutions to
reach and engage
women
© BabyCenter, LLC. Confidential. All rights reserved.
4. BabyCenter is a Global Insights Engine
If you don’t know Mom you can’t reach her
Q:
Primary Active Behavioral Editors
research listening analytics and experts
• 21st Century Mom® • BabyCenter Talk • Site analytics; • Culturally embedded
Panel Tracker™ tracking the mindset editors in 22 markets
and behaviors of new
• Global market • Moderated • Medical Advisory
& expectant moms
surveys conversations Boards in every
• Mobile browser and market
• Moms with children - • Monitoring app usage
9 to 12+ years old community
conversations • Due date/child’s age
4
© BabyCenter, LLC. Confidential. All rights reserved.
5. Mining conversations
For deep marketing insights
Index of when conversations containing each
the term are most likely to peak by stage
Estate Pre
Planning/life school
insurance BabyCenter
Mom
Planning for
second child
Diapers,
Formula costs
Baby
registry
Medical
discussions
Source: BabyCenter 21st Century Mom® insights
© BabyCenter, LLC. Confidential. All rights reserved.
6. Meet the 21st Century Global Mom®
Social Mobile New needs Media shifted
99% of the 20MM 45% of Mexican 73% of UK moms 7 additional hours of
Brazilian women online women purchased a change their purchase parenting cuts into a
have visited a social site smartphone as a result criteria; 62% change Canadian mom’s media
in the past month of becoming a mom the brands they buy usage
Source: BabyCenter 21st Century Mom® Report, June 2009 with March 2011 update.
© BabyCenter, LLC. Confidential. All rights reserved.
7. Delivering remarkably right consumer
experiences across all platforms
BabyCenter.com My Pregnancy Mobile Optimized iPad Birth Classes My Baby Today
22markets worldwide Today Websites in 22
markets
© BabyCenter, LLC. Confidential. All rights reserved.
8. Consider this: there are over 130 million
babies born every year
350,000 babies born every day around the
350,000 globe
Only 1 in 5 are born to mothers with access
1 in 5 to the Internet
3 in 5 Yet 3 in 5 have a mobile phone
© BabyCenter, LLC. Confidential. All rights reserved.
9. Enormous opportunity to expand reach to new
audiences lower in the pyramid
The Facts:
As the world approaches 6 billion mobile devices,digital media is fundamentally shifting
Smart phones & tablets
Massive consumer shift
Feature phones
Unreached, Middle Class Audience
Feature phones
The true bottom of the pyramid
© BabyCenter, LLC. Confidential. All rights reserved.
10. Give the team room to innovate and
trust them to drive the business
Centralize and Embrace centralized best practices, while
localize facilitating local activation
Communicate Company DNA must be reinforced through
often multiple channels
Operationalize Every employee impacts your product
innovation
© BabyCenter, LLC. Confidential. All rights reserved.
Editor's Notes Opening with a video – hear the voices of editors, it’s what we care the most about. For this build, Ghana comes on for public health solutions. And we should use the Grammeen logo. Russia needs to say on for mobile solutions. And in the US, we can add the Text4Baby logo. 88% of mums shopped online in the past 30 days, and 62% would do all of their shopping online US but Spanish Speakers are 55% more likely to have a smartphone than the general population and 32% more likely to have one than moms overall Include android?First Global Pregnancy AppLaunched on iPhone and AndroidOver 500k Downloads in 6 monthsApps Magazine Top 100 Greatest AppsWebDesktopiPhoneiPadAndroidSMS/IVRPublic Health Include android?First Global Pregnancy AppLaunched on iPhone and AndroidOver 500k Downloads in 6 monthsApps Magazine Top 100 Greatest Apps INNA—I DROPPED THESE IN FROM THE INNOVATION AT THE SPEED OF MOM DECK. As the world approaches 5 billion mobile devices, digital media is fundamentally shifting Include android?First Global Pregnancy AppLaunched on iPhone and AndroidOver 500k Downloads in 6 monthsApps Magazine Top 100 Greatest Apps