www.MomCentralConsulting.com	





                                  From ROI to SOI
Who We Are	

• Specialize in Marketing to Moms

• Help companies develop meaningful conversations, connections, and
  comm...
As Social Networks
Proliferate Conversations Shift	

                                           Return on
  Traditional   ...
Traditional media - key for awareness. 	

       60%	
  




       50%	
  




       40%	
  



                        ...
Moms trust other Moms.	





The Digital Mom Report, Mom Central Consulting Canada, Sept. 2009 - Digitalmom.ca
Standard ROI Fails To Take Into
Account:	
  

 National
  Media
 Platform                                                 ...
It’s a Conversation	
  
Social Media Platforms One Year Ago	
  




                        Social	
  Media	
  Tracker	
  Wave	
  3,	
  Universal	...
Social Media Platforms Today	
  




                             The	
  Conversa5on	
  Prism	
  II,	
  Brian	
  Solis,	
 ...
Why SOI Matters -
Persuasion Power	


       Ignite               Negate
     Enthusiasts           Detractors


         ...
The Art of Being an
Exceptional Conversationalist	

                             TRANSPARENCY



                         ...
Social Media Conversations	

56%	
  of	
  social	
  media	
  users	
  feel	
  a	
  stronger	
  connec4on	
  with	
  	
  
c...
Social Media Considerations	

Embracing	
  social	
  media	
  means:	
  	
  

 Preparing	
  a	
  social	
  media	
  strat...
How Moms Use Social Media	

From the “Mom Central Website Motivation Survey (2009)”:
Social networking site usage breakdow...
Mom Ambassador Case Study:
Feld Entertainment	

•  Objectives:
     •  Increase awareness for events
     •  Improve brand...
The Challenge:
Mom Central Consulting: From ROI to SOI (IMCA 2010)
Mom Central Consulting: From ROI to SOI (IMCA 2010)
Mom Central Consulting: From ROI to SOI (IMCA 2010)
Mom Central Consulting: From ROI to SOI (IMCA 2010)
Mom Central Consulting: From ROI to SOI (IMCA 2010)
Mom Central Consulting: From ROI to SOI (IMCA 2010)
Mom Central Consulting: From ROI to SOI (IMCA 2010)
Mom Central Consulting: From ROI to SOI (IMCA 2010)
Mom Central Consulting: From ROI to SOI (IMCA 2010)
Mom Central Consulting: From ROI to SOI (IMCA 2010)
Mom Central Consulting: From ROI to SOI (IMCA 2010)
Mom Central Consulting: From ROI to SOI (IMCA 2010)
Mom Central Consulting: From ROI to SOI (IMCA 2010)
Mom Central Consulting: From ROI to SOI (IMCA 2010)
Mom Central Consulting: From ROI to SOI (IMCA 2010)
Mom Central Consulting: From ROI to SOI (IMCA 2010)
Mom Central Consulting: From ROI to SOI (IMCA 2010)
Mom Central Consulting: From ROI to SOI (IMCA 2010)
Mom Central Consulting: From ROI to SOI (IMCA 2010)
Mom Central Consulting: From ROI to SOI (IMCA 2010)
Mom Central Consulting: From ROI to SOI (IMCA 2010)
Mom Central Consulting: From ROI to SOI (IMCA 2010)
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Mom Central Consulting: From ROI to SOI (IMCA 2010)

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Mom Central Consulting: From ROI to SOI (IMCA 2010)

  1. 1. www.MomCentralConsulting.com From ROI to SOI
  2. 2. Who We Are • Specialize in Marketing to Moms • Help companies develop meaningful conversations, connections, and communities with Moms • Reach Moms and engage them in powerful word-of-mouth programs: Mom Ambassador, viral marketing across SM platforms, geo-targeted events • Moms take action and recommend your brand, fueling brand awareness, engagement, and enrollment • Work with over 200 national brands • Offices in US and Canada
  3. 3. As Social Networks Proliferate Conversations Shift Return on Traditional •  Top-down messaging Investment Marketing •  One-way conversation (ROI) Sphere of Social •  Grassroots messaging Influence Media •  Two-way dialogue (SOI)
  4. 4. Traditional media - key for awareness. 60%   50%   40%   Tradi>onal   30%   WOM   Online   20%   10%   0%   Awareness   Research   Compare   Final  Decision   The Digital Mom Report, Mom Central Consulting Canada, Sept. 2009 - Digitalmom.ca
  5. 5. Moms trust other Moms. The Digital Mom Report, Mom Central Consulting Canada, Sept. 2009 - Digitalmom.ca
  6. 6. Standard ROI Fails To Take Into Account:   National Media Platform Local Community Group Leader Author or Expert •  Peer Influence •  Blogger Retreats •  Newsletters/eZines •  Issues Expert Age of Kids •  Topics Covered
  7. 7. It’s a Conversation  
  8. 8. Social Media Platforms One Year Ago   Social  Media  Tracker  Wave  3,  Universal  McCann,  March  2008  
  9. 9. Social Media Platforms Today   The  Conversa5on  Prism  II,  Brian  Solis,  March  2009  
  10. 10. Why SOI Matters - Persuasion Power Ignite Negate Enthusiasts Detractors Brand Change Drive call to Perception action
  11. 11. The Art of Being an Exceptional Conversationalist TRANSPARENCY Private Conversations •  Nuanced and contextual •  How do Moms perceive •  How do Moms act on understanding and the conversation? the conversation? listening •  Deep, intimate •  Conversations become •  Online and offline conversations public in the SM streams Viral Public Footprint Conversations AUTHENTICITY
  12. 12. Social Media Conversations 56%  of  social  media  users  feel  a  stronger  connec4on  with     companies  when  they  can  interact  with  them     Entering  the  social  media  space  allows  you  to:      Reach  your  consumers  in  the  forums  and  spaces  they  hang  out      Gain  invaluable  and  candid    Reinforce  brand  enthusiasts  and  respond  to  brand  detractors    Engage  in  higher  messaging  about  your  company’s  values   2008  Cone  Business  in  Social  Media  Study  
  13. 13. Social Media Considerations Embracing  social  media  means:      Preparing  a  social  media  strategy  for  both  proac>ve  social  media  ini>a>ves   as  well  as  responding  to  social  media  crises    Being  transparent  and  open    Developing  tac>cs  that  allow  for  quick  and  mul>-­‐plaTorm  responsiveness    Being  flexible  to  meet  new  mediums’  challenges  and  enter  onto  new   plaTorms  as  they  gain  popularity    
  14. 14. How Moms Use Social Media From the “Mom Central Website Motivation Survey (2009)”: Social networking site usage breakdown: •  60% of Moms use Facebook •  41% use MySpace •  39% use Yahoo Groups •  37% YouTube •  20% Twitter •  14% Flickr •  12% LinkedIn
  15. 15. Mom Ambassador Case Study: Feld Entertainment •  Objectives: •  Increase awareness for events •  Improve brand perceptions •  Increase ticket sales •  Strategy: •  Engage & empower brand enthusiasts to spread the word •  Tactic: •  Year-long, multi-tiered social media “Feld Family Activators” (FFAs) Program for Ringling Bros. and Barnum & Bailey and Disney on Ice
  16. 16. The Challenge:

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