Baby Center Keller Fay Insights

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Baby Center Keller Fay Insights

  1. 1. Mom WOM New Insights into Word of Mouth Conversations Among Mothers of Young Children April 23, 2008 © BabyCenter LLC. Confidential. All rights reserved.
  2. 2. About the Keller Fay Group • Ed Keller: Former CEO, RoperASW, current CEO, the Keller Fay Group and co-author of The Influentials • The Keller Fay Group: The first research-based marketing consultancy focused on word of mouth • TalkTrack®: The first continuous study of word of mouth 2007 Grand Innovation Award © BabyCenter LLC. Confidential. All rights reserved.
  3. 3. Who is BabyCenter? • #1 online destination for expectant and new moms serving over 100 million families • 78% of pregnant and new moms who are online visit BabyCenter • Over 7mm monthly unique visitors across the globe – in 13 different countries, 16 by end of 2008 • An insights engine for our marketing partners with a proprietary panel of 60K active and engaged moms Source: comScore Media Metrix, Jan 2008 © BabyCenter LLC. Confidential. All rights reserved.
  4. 4. Marketers want insights, not just impressions Marketers Believe the Following Capabilities Will Become More Important by 2010 Consumer Insights 82% Behavioral Targeting 80% Brand Strategy 71% Customer Marketing 66% Partnerships 60% PR 59% In-House Digital Production 49% 0% 50% 100% % of Respondents Source: Marketing & Media Ecosystem 2010 survey and Booz Allen Hamilton analysis © BabyCenter LLC. Confidential. All rights reserved.
  5. 5. Who is the 21st Century Mom? © BabyCenter LLC. Confidential. All rights reserved.
  6. 6. She has impact and influence in the marketplace • Not just groceries and clothing, but across every category including travel, auto and electronics • Responsible for $1.7 trillion in spending on consumer products – 13% of total U.S. GDP • 82% of BabyCenter moms report acting as an influencer among their friends and peers Source: “Marketing to Moms: Getting Your Share of the Trillion-Dollar Market,” Maria Bailey; BabyCenter Segmentation Research Study, Mar 2007 © BabyCenter LLC. Confidential. All rights reserved.
  7. 7. She’s Online • 35mm U.S. moms online by the end of 2008 – 18% of the Internet population; 40mm by 2012 • Approximately 8 out of 10 U.S. moms go online at least once a month • 86% of U.S. moms access the Internet regularly • 88% connect using Broadband • Gen-Y moms spend an average eight hours per week online, more than any other media Source: “Moms Online: Browsing, Researching, Buying,” eMarketer, Mar 2008; BabyCenter Segmentation Research Study, Mar 2007. comScore Media Metrix, Feb 2008. Forrester Technographics Survey, 2007. © BabyCenter LLC. Confidential. All rights reserved.
  8. 8. She Relies on the Internet • 88% of moms say the Internet has helped them stay connected to their world • 76% of moms say they use the Internet for support and guidance • 66% say they rely more on technology as a parent than before becoming a mom Source: “Moms Online: Researching, Browsing, Buying,” eMarketer, Mar 2008. Forrester Technographics Survey, 2007. Intelligence Group 2007 Mom Intelligence Survey. Experian Consumer Research, Spring 2007 © BabyCenter LLC. Confidential. All rights reserved.
  9. 9. She is oh so social… • 70% of moms online participate in online communities • Spend approximately four hours per week on social media • 21% more likely than the general online population to blog …and she has a lot to say Source: eMarketer, “Is Your Mom Blogging,” eMarketer, Mar 2007, BabyCenter Quick Poll, Nov 2007 © BabyCenter LLC. Confidential. All rights reserved.
  10. 10. What is Word of Mouth? © BabyCenter LLC. Confidential. All rights reserved.
  11. 11. Drum roll please… …on to the study © BabyCenter LLC. Confidential. All rights reserved.
  12. 12. Study Methodology • The study focuses on the following: • How much word of mouth do they engage in, and in which categories? • Which media channels fuel word of mouth among this segment? • Which are the most talked about brands, and for which brands do consumers advocate most strongly? © BabyCenter LLC. Confidential. All rights reserved.
  13. 13. Study Methodology • Study conducted among 1,721 pregnant women and new moms in 2008 • Recruitment via combination of BabyCenter 21st Century Mom Panel™, BabyCenter’s website, and external panel • Respondents completed an online survey probing specific details about their conversations about brands, across 14 categories, during 24 hours that immediately preceded survey • Vast majority of participants visited BabyCenter at least once during past 30 days; more than 33% visited 5+ times per week • Norms for total U.S. public and total women are provided as a point of comparison, based on Keller Fay’s ongoing word of mouth tracking study, TalkTrack® © BabyCenter LLC. Confidential. All rights reserved.
  14. 14. Why Word of Mouth? It has Impact with Everyone (% highly likely to agree/take action, 9/10 on 0-10 scale) Base: Brand mentions where someone else provided advice (All Categories, n=110,183) Figures represent percentage scoring a 9/10 on a 0 to 10 scale. Source: TalkTrack®, June 2006 through June 2007 © BabyCenter LLC. Confidential. All rights reserved.
  15. 15. Pregnant & New Moms are Word of Mouth Leaders (Estimated weekly conversations and brand mentions per person) +31% Total Women; +33% From Total Public +19% From Total Women; +27% From Total Public Base: Pregnant & New Moms, n=1,721; Source: Source: TalkTrack® for Moms, January 2008 Base: Total Public, n=36,511; Total Women, n=17,031 Source: TalkTrack®, January 1st through December 30th, 2007 *Meaning a conversation in one of the 14 product/service categories included in TalkTrack® and TalkTrack® for Expectant and Current Mothers. © BabyCenter LLC. Confidential. All rights reserved.
  16. 16. Pregnant & New Moms are Prolific Word of Mouth Agents for All Categories (% of respondents having at least 1 conversation in category on given day) Categories Pregnant & New Moms Total Women Total Public Food & Dining 76% 62% 57% Media & Entertainment 69% 56% 55% Health & Healthcare 67% 50% 38% Children’s Products 64% 33% 25% Financial Services 60% 38% 32% Beverages 55% 47% 46% Shopping, Retail & Apparel 54% 44% 40% The Home 52% 34% 28% Technology 48% 36% 40% Telecommunications 45% 41% 42% Household Products 41% 29% 22% Automotive 39% 35% 36% Personal Care & Beauty 37% 31% 27% Travel Services 32% 28% 23% © BabyCenter LLC. Confidential. All rights reserved.
  17. 17. Weekly Conversations by Category Among Pregnant & New Moms (Estimated weekly conversations, by category, per person) Pregnant & Total Women New Moms Food & Dining 14.1 9.8 Health & Healthcare 11.0 7.7 Children’s Products 10.9 6.1 Financial Services 8.5 5.3 Technology 6.5 4.8 Household Products 5.0 3.6 Personal Care & Beauty 4.5 3.9 Auto 4.5 4.2 © BabyCenter LLC. Confidential. All rights reserved.
  18. 18. WOM Conversations are Overwhelmingly Positive Across the Board Positive Outweighs Negative by 10:1 Base: Brand Conversations Among Pregnant & New Moms, n=8,586; Source: TalkTrack® for Moms, January 2008 Base: Brand Conversations Among Total Public, n=154,064 and Total Women, n=75,276; Source: TalkTrack®, January 1st through December 30th, 2007 NOTE: Neutral not shown. © BabyCenter LLC. Confidential. All rights reserved.
  19. 19. WOM Fuels Consideration and Purchase Behaviors Among Pregnant & New Moms • 60% of WOM among pregnant and new moms carries with it a recommendation to buy, try or consider • Top 10 most talked about brands: 1. 6. 2. 7. 3. 8. 4. 9. 5. 10. © BabyCenter LLC. Confidential. All rights reserved.
  20. 20. WOM Among Pregnant & New Moms Deemed Highly Credible (% rating WOM highly credible/likely to inspire action “9” or “10” on 0-10 scale) Base: Sender Based Brand Conversations Among Pregnant & New Moms, n=5,273; Source: TalkTrack® for Moms, January 2008 Base: Sender Based Brand Conversations Among Total Public, n=97,468 and Total Women, n=48,960 Source: TalkTrack®, January 1st through December 30th, 2007 © BabyCenter LLC. Confidential. All rights reserved.
  21. 21. Digital Media Fuels WOM Among Pregnant & New Moms The Internet edges out TV in providing content to WOM conversations Pregnant & New Moms % of Brand Mentions Involving one or More 38% References to Marketing Activity Internet 12% Television 11% Coupon Circular 5% Direct Mail/E-Mail Marketing 4% In-Store Display/Video 4% Product Package 3% Newspaper 3% Magazine 2% Product Sample 2% Radio 1% Billboard Ad -% Base: Brand Conversations Among Pregnant & New Moms, n=8,586; Source: TalkTrack® for Expectant and Current Mothers, January 2008 Base: Brand Conversations Among Total Public, n=154,064 and Total Women, n=75,276 Source: TalkTrack®, January 1st through December 30th, 2007 * Respondents are allowed to select up to two items, therefore results will not add to 100. © BabyCenter LLC. Confidential. All rights reserved.
  22. 22. BabyCenter.com Fuels WOM for a Majority of Pregnant & New Moms Pregnant & New Moms Reporting At Least One Visit to BabyCenter During Past 30 Days Base: Pregnant & New Moms Who Reported Visiting Site At Least Once During Past 30 Days, n=1,435 Source: TalkTrack® for Moms, January 2008 © BabyCenter LLC. Confidential. All rights reserved.
  23. 23. Study Highlights • Positive word of mouth outweighs negative by a 10:1 margin • Almost two-thirds of WOM among pregnant and new moms includes brand recommendations • Moms and moms-to-be have, on average, 109 conversations in a week about products, services and brands • About half of moms (much more in some categories) report having at least one conversation per day about Technology, Financial Services, Health Care, Food & Dining, Media & Entertainment, Packaged Goods, and Shopping & Retail experiences © BabyCenter LLC. Confidential. All rights reserved.
  24. 24. Leverage WOM insights… • Give them something to talk about – encourage word of mouth components within your brand briefs and marketing objectives • Encourage participation, collaboration and contribution • Make it easy for them to share – arm your consumers with ways to pass along what they’ve learned …to create an ecosystem of engagement © BabyCenter LLC. Confidential. All rights reserved.
  25. 25. The BabyCenter Ecosystem Mobile Search E-commerce & Sampling Widgets & Apps Email Community BabyCenter 21st Century Mom Blogs Tools & Polls Panel © BabyCenter LLC. Confidential. All rights reserved.
  26. 26. Q&A For a copy of this presentation contact your BabyCenter Sales lead or send an email to insights@babycenter.com Visit www.babycentersolutions.com and sign up to receive Mom Insights, a BabyCenter newsletter dedicated to the business of mom-marketing © BabyCenter LLC. Confidential. All rights reserved.
  27. 27. Thank You © BabyCenter LLC. Confidential. All rights reserved.

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