Digital Moms: The Drivers of E-motion

Digital Moms:The Drivers ofDigital E-motion Image: http://www.flickr.com/photos/moeview/1518674345/ Nick Black I concertomarketing.com I nickblack.org I @nickblackorg

Online clicks, likes and tweets are more than just digital actionsNick Black I concertomarketing.com I nickblack.org I @nickblackorg

Behind every digital action, exists a human being with digital e-motions “Right now I use the internet to communicate with a lot of different people around the world. I had forgotten what it meant to cry… Because of the internet, you can have more emotions; it brings people together.” - Digital Mom (2011) Image: http://www.flickr.com/photos/nexus_6/73526754Nick Black I concertomarketing.com I nickblack.org I @nickblackorg

And uncovering these e-motions is the key to connecting with digital moms Image: http://www.flickr.com/photos/canonsnapper/171439809 Nick Black I concertomarketing.com I nickblack.org I @nickblackorg

In March 2011, Concerto Marketing completed astudy into the online motivations of digital momsThe study involved in-depth interviews, and online surveys,with 500 North American Moms in partnership withour online panel provider Research NowUsing the theoretical framework of morphological research,this study set out to explore the drivers of digitale-motion in online mothers Nick Black I concertomarketing.com I nickblack.org I @nickblackorg

The Drivers of Digital E-motion 4 6 1 2 3 5Nick Black I concertomarketing.com I nickblack.org I @nickblackorg

1 connection 83% sometimes 55% often Image: http://www.flickr.com/photos/b-tal/2743418340/ Nick Black I concertomarketing.com I nickblack.org I @nickblackorg

1 connection “I find the internet is a great way to stay in touch and bring people together… I don’t link to new people; that’s a standing rule in my family. We don’t connect to unknown people. We have enough people we know, we don’t need new people in our life.” - Digital Mom (2011) “I have a knitting group from this yarn store I go to. We all live locally and meet once a week at the store. On ravelry.com we also have a group that is tied to that store… My mom knits and my grandma crochets. It’s just something that I enjoy. I’m a crafts person… I knitted when I was younger but I stopped for a bit and picked it up again… Now I’m on ravelry everyday.” - Digital Mom (2011) Image: http://www.flickr.com/photos/b-tal/2743418340/ Nick Black I concertomarketing.com I nickblack.org I @nickblackorg

2 exploration 57% sometimes 17% often Nick Black I concertomarketing.com I nickblack.org I @nickblackorg

2 exploration “Right now my life is in a major transition. I left my job five months ago, which changed my life… As soon as I get up in the morning I’m putting on the internet; job searching and staying up to date with the latest products. I’m also looking up new companies on monster.com.” - Digital Mom (2011) “For me it’s about getting the box, opening the box, and looking at all the stuff I bought. But as soon as I open it and look at it, it doesn’t appeal to me anymore. I don’t really know why… There’s something about me that likes the process of ordering, and looking and clicking, and getting, and opening, and then it’s like, okay I’m done.” - Digital Mom (2011) Nick Black I concertomarketing.com I nickblack.org I @nickblackorg

3 management 84% sometimes 55% often Nick Black I concertomarketing.com I nickblack.org I @nickblackorg

“If there are 3 or 4 emails that I have to3 management respond to, I get anxious. I feel like I have so much to do or so much to catch up on... I just hate that. I like to be on top of it. If someone emails me I’ll usually email them back the next day. I really like it when I can delete an email from my inbox. It’s a sense of accomplishment. It’s done.” - Digital Mom (2011) “When you have kids parties there are like 20-30 people. I’m not calling 30 people with the same message. E- vites are just easier… They can reply back with how many people they’re bringing, how old the kids are, and I can build a spreadsheet from there. I just find it more convenient than calling and leaving messages and waiting for them to call back.” - Digital Mom (2011) Nick Black I concertomarketing.com I nickblack.org I @nickblackorg

4 expression 45% sometimes 21% often Image: http://www.flickr.com/photos/larimdame/2575986601 Nick Black I concertomarketing.com I nickblack.org I @nickblackorg

4 expression “If I had an issue, the first thing I used to do was talk to other moms; but they turn things against you. So my whole social thing is moving towards online now… It’s anonymous so I can be more honest.” - Digital Mom (2011) “I had a blog when my grandfather was sick and dying. I wrote it for the extended family, so everybody had a place to check in and get updated on what was happening with him… A friend of mine suggested this type of blog, because their child had died. They couldn’t field the phone calls and the emails all the time, it was too emotional to go through.” - Digital Mom (2011) Image: http://www.flickr.com/photos/larimdame/2575986601 Nick Black I concertomarketing.com I nickblack.org I @nickblackorg

5 support 90% sometimes 56% often Image: http://www.flickr.com/photos/srcrawford/5364903159 Nick Black I concertomarketing.com I nickblack.org I @nickblackorg

5 support “It all started when one fish died. We replaced the fish and then it died again. I started going on to forums to see why my fish were dying... I went online to get advice and I met some retired guy who I call my fishing friend. He’s been keeping fish for 50 years.” - Digital Mom (2011) “If you have a question you can always find out online. Obviously, I use it for my stocks and for businesses I want to invest in…You realize the power of the internet. There’s so much information, I’ve seen people make millions off the internet. You can see how the internet affects people… I would liken it to an international library.” - Digital Mom (2011) Image: http://www.flickr.com/photos/srcrawford/5364903159 Nick Black I concertomarketing.com I nickblack.org I @nickblackorg

6 pleasure 58% sometimes 21% often Image: http://www.flickr.com/photos/altoexyl/4398962601 Nick Black I concertomarketing.com I nickblack.org I @nickblackorg

6 pleasure “I don’t like going out to the casinos, so if I feel like playing Baccarat or Poker, it’s easy to just go online and play for 5-10 minutes… It’s like a distraction… If I’ve got $12 in the account, I’ll play for a bit. If I double my money, ‘woohoo,’ if not I’ve had some fun for a while. You can get a bit of an adrenaline rush when you’re winning.” - Digital Mom (2011) “There are some celebrities that I like, Lady Gaga and Jennifer Lopez, it makes me feel happy to see pictures of them and fashion pictures. I go through spells – like with perezhilton.com... On the weekends I’ll look at it, Saturdays and Sundays, and two or three times during the week.” - Digital Mom (2011) Image: http://www.flickr.com/photos/altoexyl/4398962601 Nick Black I concertomarketing.com I nickblack.org I @nickblackorg

The Drivers of Digital E-motion 45% 58% 21% express pleasure 21%83% connect explore 57%55% 17% 84% manage support 90% 55% 56%Nick Black I concertomarketing.com I nickblack.org I @nickblackorg

So how can you harness the digital e-motions of online mothers?Nick Black I concertomarketing.com I nickblack.org I @nickblackorg

1. E-motions influence online experience Mum E-motion Experience Nick Black I concertomarketing.com I nickblack.org I @nickblackorg

You need to create an online experience that delivers on e-motion Image: http://www.flickr.com/photos/johanl/5619897608//Nick Black I concertomarketing.com I nickblack.org I @nickblackorg

2. E-motions influence brand engagement Nick Black I concertomarketing.com I nickblack.org I @nickblackorg

You need toposition your brand based one-motion Image: http://www.flickr.com/photos/barackobamadotcom/5655453193 Nick Black I concertomarketing.com I nickblack.org I @nickblackorg

3. E-motions influence marketing ExperienceE-motion Marketing Mom Nick Black I concertomarketing.com I nickblack.org I @nickblackorg

Image: http://www.flickr.com/photos/avlxyz/5507859974You need to develop marketing that captures e-motion Image: http://www.flickr.com/photos/avlxyz/5507859974 Nick Black I concertomarketing.com I nickblack.org I @nickblackorg

Because behind every digital action, exists a human being with digital e-motions Image: http://www.flickr.com/photos/nexus_6/73526754Nick Black I concertomarketing.com I nickblack.org I @nickblackorg

Concerto Marketing GroupE: info@concertomarketing.comT: +1 604 684 8933web: www.concertomarketing.comNick BlackVice-President - Strategic Insightblog: www.nickblack.orgtweet: @nickblackorg Image: http://www.flickr.com/photos/moeview/1518674345/ Nick Black I concertomarketing.com I nickblack.org I @nickblackorg

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Digital Moms: The Drivers of E-motion

by Nick Black

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