WoM: Mom-Fluentials - Harnessing the Power of Moms

Learn more about WOMMA and how we can help you improve your word of mouth marketing program at www.womma.org. (c) 2006 Word of Mouth Marketing Association. You may share this presentation if it is not altered in any way.

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. 4

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. 5

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. 7

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. 8

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 9 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% 10 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? 11

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 12

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. 13

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. 14

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 16

WoM: Mom-Fluentials - Harnessing the Power of Moms

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