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2011 05-i moms-momindex
2011 05-i moms-momindex
2011 05-i moms-momindex
2011 05-i moms-momindex
2011 05-i moms-momindex
2011 05-i moms-momindex
2011 05-i moms-momindex
2011 05-i moms-momindex
2011 05-i moms-momindex
2011 05-i moms-momindex
2011 05-i moms-momindex
2011 05-i moms-momindex
2011 05-i moms-momindex
2011 05-i moms-momindex
2011 05-i moms-momindex
2011 05-i moms-momindex
2011 05-i moms-momindex
2011 05-i moms-momindex
2011 05-i moms-momindex
2011 05-i moms-momindex
2011 05-i moms-momindex
2011 05-i moms-momindex
2011 05-i moms-momindex
2011 05-i moms-momindex
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2011 05-i moms-momindex

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  • 1. Marketing with <br />Paths to delighting and engaging today's moms<br />Laura Fortner<br />EVP, Marketing & Insights<br />CafeMom<br />
  • 2. CafeMom Knows Moms<br /><ul><li>Leading destination for Moms on the Web with over </li></ul> 7MM UVs/mo, 20MM+ across CafeMom Network<br /><ul><li>Top community, content</li></ul> and gaming site <br /><ul><li>70,000 + groups
  • 3. 3MM pieces of original content </li></ul> posted each month<br /><ul><li>Gaming platform featuring original </li></ul> games and licensed library of titles<br /><ul><li>We listen to moms every day, know what moms are talking about, and what experiences they are sharing.</li></li></ul><li>CafeMom Knows Moms<br />Primary research studies…<br /><ul><li>2009 DIGITAL MOM STUDY explored moms’ online behavior and the evolving advertising landscape:
  • 4. Connecting with digital moms through emerging technologies
  • 5. The role social media plays in moms’ lives
  • 6. How to engage with moms in new environments
  • 7. 2010-2011 MOMINDEX measures the quality of moms' lives across five major dimensions
  • 8. Quarterly perspectives
  • 9. Partnership with Good Morning America </li></ul>MomIndex 1 Summer 2010<br />MomIndex 2 Fall 2010<br />Click to learn more about the MomIndex<br />MomIndex 3 - Winter 2011<br />3<br />
  • 10. Understand Moms<br />Mom Quality of Life Index - Overview<br /><ul><li>Mom Quality of Life Index (MomIndex) is </li></ul> quarterly barometer measuring moms’ quality of life<br /><ul><li>Overall score out of 100 and five scores in: </li></ul> kids, relationships, self, money, world<br /><ul><li>Based on mom responses </li></ul> to over 100 questions<br /><ul><li>Fourth quarterly national survey fielded </li></ul> March 9-25, 2011, over 2200 respondents<br />
  • 11. Today’s Moms – New Environment<br />A shift in mom trust means brands have go beyond traditional advertising approaches <br />to win in the new environment<br />Just 7% of moms say they trust advertising messages from corporations<br />81% of moms say they trust friends and other moms like them for recommendations<br />How can brands win with moms in a new environment?<br />1<br />2<br />3<br />Get Moms to<br />Spread Your<br />Message<br />Understand Moms and their Challenges<br />Add Value to <br />Moms’ Lives<br /><ul><li>Source: MomIndex, 2011</li></li></ul><li>MomIndex4 - Kids<br />Raising kids is the aspect of moms’ lives going best<br /><ul><li> 95% say their kids are growing up with the right values
  • 12. 86% have enough quality time with their kids
  • 13. 87% able to maintain good discipline</li></ul>New challenge for tween and teen moms – managing their mobile and socially networked kids<br /> 81% taking measures to monitor child’s cell phone use<br /> 93% taking measures to control child’s social network use<br />1<br />
  • 14. MomIndex4 - Relationships<br />Relationships are still strong, though moms are short on time with their Significant Others, as well as with their friends<br /><ul><li>44% not satisfied with quality time with S.O.
  • 15. average 4.4 hours/week – 38 min/day
  • 16. Top relationship goal for the coming year:
  • 17. spend more quality time with S.O.
  • 18. 63% not satisfied with the time they spend </li></ul> connecting with their friends<br /><ul><li>average 3.1 hours/week – 27 min/day</li></ul>1<br />
  • 19. MomIndex4 - Self<br />As summer approaches, just 31% of moms are <br />happy with their appearance.<br /><ul><li>Weight loss remains a challenge for most moms
  • 20. 89% looking to lose weight
  • 21. Average weight loss goal of 21 lbs
  • 22. 51% of moms agree “my life is filled with stress and anxiety”
  • 23. growing number of stressed moms since first MomIndex
  • 24. 2 out of 3 moms not satisfied with the amount of “me time”
  • 25. Average 2.1 hours/week – 18 minutes a day!</li></ul>1<br />
  • 26. MomIndex4 - Money<br />The Economy continues to be moms’ greatest worry <br /><ul><li>28% of households dealing with job loss in past year
  • 27. 46% say can’t provide for their families in the way they want
  • 28. 93% taking money saving measures </li></ul>1<br />47% of Moms cutting back spending on media<br />
  • 29. MomIndex4 – Larger World<br />Moms’ world view continues a downward trend this quarter, just 16% of moms feel America is headed in the right direction<br /><ul><li>Moms don’t feel positively about Washington and politicians
  • 30. 61% say Washington doesn’t understand problems of moms like me
  • 31. 32% think President Obama is doing a good job
  • 32. 26% believe US will be world superpower in 50 yrs
  • 33. Moms distrust corporations
  • 34. 11% trust corporations to do the right thing
  • 35. 7% trust messages companies include in advertising
  • 36. 81% of moms trust friends and other </li></ul> moms like them for shopping and <br /> product recommendations<br />1<br />
  • 37. MomIndex Score<br />Our third Mom Quality of Life Index score was 75.0<br />1<br />
  • 38. Add Value to Moms’ Lives<br />Given what we now know about moms’ key challenges, <br />how can brands add value to moms’ lives and impact overall life satisfaction?<br />
  • 39. Add Value to Moms’ Lives<br />Factors Impacting Mom Satisfaction<br />A closer analysis of the most satisfied moms surfaces key lessons and themes on quality of life:<br /><ul><li>Demographics / income is not destiny
  • 40. Happiness with kids is NECESSARY but NOT SUFFICIENT for high quality of life score</li></ul>2<br />13<br />
  • 41. Add Value to Moms’ Lives<br />The MainDrivers of Happiness for Moms<br />CONNECTIONS<br />strong relationships with friends & others outside of the home<br />CONTROL<br />the ‘master of their fate’-at home & everywhere else<br />the<br />to<br />path<br />happiness<br />SELF EXPRESSION<br />participate in activities, feel challenged, express talents<br />2<br />14<br />
  • 42. Brands Improving Moms’ Lives: Connections<br /><ul><li>Goal: Enable moms to make connections and strengthen relationships
  • 43. How? Provide platforms that allow them to find friends and connect to other moms like them and opportunities to meet others through online and offline activities</li></ul>2<br />
  • 44. Brands Improving Moms’ Lives: Connections<br />Marketer implication - support programs that:<br />1. Enable Moms to make connections and strengthen relationships<br />Sponsored Communities can bring moms together on topics relevant to them<br />2<br />
  • 45. Brands Improving Moms’ Lives: Control<br /><ul><li>Goal: Help moms gain greater control on issues close to them
  • 46. How? Provide relevant content and tools</li></ul>2<br />
  • 47. Brands Improving Moms’ Lives: Control<br />Marketer implication - support programs that:<br />2. Help Moms gain greater control on issues close to them by providing relevant content<br />Sponsored Real Mom Tips and expert content provide real value to moms<br />2<br />
  • 48. Brands Improving Moms’ Lives: Self Expression<br /><ul><li>Goal: Allow moms to explore interests, use talents, be recognized
  • 49. How? Provide experiences for moms to express themselves and feel challenged and engaged</li></ul>2<br />
  • 50. Brands Improving Moms’ Lives: Self Expression<br />Marketer implication - support programs that:<br />3. Provide experiences for moms to express themselves and feel challenged & engaged<br />Sponsored experiences can empower moms to make a difference for causes they care about <br />2<br />
  • 51. <ul><li>Moms’ customer loyalty
  • 52. 62% of moms say would buy more from company adding value to her life beyond the typical product/service provided
  • 53. Happier moms are more influential:</li></ul>Brands Improving Moms’ Lives: Benefits / Dividends<br />
  • 54. Get Moms to Spread the Word<br />Engage Moms as Co-Creators<br />Given the right opportunities to have influence and impact on corporations, Moms are willing to participate and be co-creators with brands they like:<br /><ul><li>87% of moms would provide feedback that would make products better for moms like her.
  • 55. 82% of moms would provide feedback on what is said in advertising and marketing messages.
  • 56. 78% would spread the word about brands if given the opportunity to be a Brand Ambassador.</li></ul>3<br />
  • 57. Winning with Moms<br />How can brands win with today’s moms?<br />Understand <br />Moms and their Challenges<br />Add Value to <br />Moms’ Lives<br /><ul><li>Connections
  • 58. Control
  • 59. Self Expression</li></ul>1<br />2<br />3<br />Get Moms to<br />Spread Your<br />Message<br />
  • 60. Follow MomIndex to Keep a Pulse on Moms<br /><ul><li>Download PDFs of MomIndex reports at www.cafemomindex.com or pick up print copies at iMoms
  • 61. Like us www.facebook.com/momindex</li></ul> Follow us www.twitter.com/cafemomindex<br /><ul><li>Stay tuned for our MomIndex4 book out in June, 2011</li></ul>Laura Fortner<br />EVP, Marketing & Insights<br />CafeMom<br />laura@cafemom.com<br />

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