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mom-fluentials
@ WOMMA Research Symposium
December 2006 2

Moms Have Always Been Influential
Michelle Bachelet:
Mary Pierrepont:
leader
scientist
Christine de Pisan:
feminist writer
Sandra Day O’ Conner:
judge
Jackie O
fashion icon 3

And Moms Still Are…
mom-fluentials
By creating long-term relationships with the
most influential moms and harnessing their
powerful word of mouth capabilities to boost
sales and brand strength, companies can
bypass the competition and put themselves on
the road to new-found growth and prosperity.
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mom-fluentials
Background and Method
In May 2006, Burson-Marsteller partnered with Penn, Schoen and
Berland Associates to conduct a survey of online mothers.
Using its proprietary formula to identify online influencers, Burson-
Marsteller uncovered a new group of mothers, who are powerful
information brokers and exert a significant amount of influence on
their peers’ brand, product and service choices. This group was
coined as the “mom-fluentials.”
1,016 mothers with children between the ages of 0 and 17 were
interviewed online. Among the respondents, 502 were mom-
fluentials.
One half of the sample consisted of women with children between 0
and 5 years old and the other half had children between 6 and 17
years old.
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Background: E-fluentials
E-fluentials comprise 10% of the online U.S. population.
They are active users of e-mail, newsgroups, bulletin boards, listservs and other online vehicles.
E-fluentials account for most of the buzz generated about products and services.
E-fluentials frequently:
Send e-mails to companies
Send e-mails to politicians
Send e-mails to well-known news and media
companies
Make friends online
Make business contacts online
Provide feedback to Web sites
Forward news and Web site information to others
Participate in chat rooms
Post to bulletin boards
Post to newsgroups
Post to listservs
*Cluster analysis--RoperASW/Burson-Marsteller surveys, 1999, 2001. Also Analyzed in Burson-Marsteller 2003, 2005 surveys 6

mom-fluentials
How are mom-fluentials different than
typical online moms?
Mom-fluentials generate WOM and shape
purchasing decisions.
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mom-fluentials
Mom-fluentials Are Powerful Advisors
Majority of mom-fluentials are approached for advice and they influence
their peers’ decisions.
Mom-fluentials Moms
92% 91% 89%
67%
60% 59%
I influence the types of My family, friends and I often try new products
products my family, friends colleagues often ask for my before my family, friends and
and collegues buy advice colleagues do
Note: Percentage based on top two boxes
Q39-41: The statements below concern your interactions with others. Please indicate how much you agree or disagree with each statement.
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Mom-fluentials Are Open to E-retail
Nine in 10 (86%) of mom-fluentials read emails from retailers they know at
least several times a week.
60%
Mom-fluentials Moms
40%
34%
26%
8% 10% 7%
4%
3% 3% 1% 1% 1%
0%
Almost Several Once a Several Once a Several Too
everyday times a week times a month times a year infrequent
week month to
remember
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Q48: How often do you read emails that come from retailers you know?

Mom-fluentials Are Online Business Partners
Mom-fluentials are significantly more likely than their counterparts to forward
coupons and product/service recommendations.
23%
Coupons 12%
Product/service 23%
recommendations 9%
14%
News about current events 13%
11%
Jokes 31%
10%
Invitations to attend an event 3%
Invitations to join a 4%
networking group 1%
3%
Product/service warnings 6%
3%
Tips on healthcare 5%
2%
Tips on caregiving 1%
2%
Petitions 2%
Mom-fluentials Moms
2%
Video clips 5%
3%
Other 12%
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Q49: Which of the following do you email to your friends and family on a regular basis?

mom-fluentials
How do you measure success with
mom-fluential campaigns?
Screen for e-fluence factor, follow up and
measure change in attitude/behavior?
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mom-fluentials
Campaign flow chart
Mom- NO
Conduct
fluential?
Survey
Open to
NO
contact from
company?
Get
Invite to Send Grass-
feedback
events updates roots
Measure changes in perception,
behavior and sales
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mom-fluentials
Measuring Results
Number of people who consumer the WOM unit by
clicking open an e-mail, visiting a Web site or
downloading a clip.
Increased sales by targeting tech-savy women
with families.
% of people who have heard/talked about the WOM
unit.
Number of inquiries a brand’s phone line or online
customer service center gets about the WOM unit.
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Check-list For Mom-fluential Communications:
Be visible online.
Galvanize mom-fluentials’ power through grassroots
campaigns.
Link offline and online CRM efforts.
Target online and print media.
Listen to customer stories.
Measure word of mouth.
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mom-fluentials
The Big Picture
Brand/Company
Sales
Mom-fluentials
Networks/
Mass Audience
15

mom-fluentials
Contact Us
Idil Cakim
Director of Knowledge Development
idil.cakim@bm.com
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