Digital moms- Presentation for Coke

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Awesome work with some awesome classmates at the VCU Brandcenter.

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Digital moms- Presentation for Coke

  1. 1. Prepared By Divya Lulla, Sloane Beaver, Rilee Harman, Cristina Hall Filling the Cracks For
  2. 2. Let’s talk about families.
  3. 3. Mom holds the family together
  4. 4. How?
  5. 5. Be more efficient Seek validation Give the family social momentum How?
  6. 6. This is nothing new.
  7. 7. This is nothing new. Multi-task Read parenting books Join the PTA
  8. 8. This is nothing new. Multi-task Read parenting books Join the PTA Now digital is in the picture
  9. 9. Her Digital Family
  10. 10. Her Digital Family
  11. 11. Her Digital Family 89% of moms are online regularly 61% of moms call themselves the Chief Technology Officer 50% of moms used a social networking site on the day their child was born
  12. 12. You know moms are online.
  13. 13. Do you know why?
  14. 14. Do you know why? Mom uses digital to make life better for her and her family.
  15. 15. How?
  16. 16. Be more efficient Seek validation Give the family social momentum How?
  17. 17. What is Mom Efficiency?
  18. 18. Being faster Being smarter Making it all happen What is Mom Efficiency?
  19. 19. Being faster Being smarter Making it all happen What is Mom Efficiency? Getting more productivity bang for her energy buck.
  20. 20. She’s a mom on an online mission.
  21. 21. 90% of moms describe themselves as task-oriented internet users. When she’s online, she has a purpose. She’s a mom on an online mission.
  22. 22. 90% of moms describe themselves as task-oriented internet users. When she’s online, she has a purpose. She’s a mom on an online mission. “I barely have enough time to do much else, so I’m very focused about my internet use.”
  23. 23. She’s actually on 10 missions.
  24. 24. She’s actually on 10 missions. 54% of moms say they always have multiple windows open at once. They’ve mastered the art of writing emails while looking up recipes.
  25. 25. She’s actually on 10 missions. 54% of moms say they always have multiple windows open at once. They’ve mastered the art of writing emails while looking up recipes. “If I weren’t a mom I wouldn’t feel so compelled to multi-task. I’d have fewer immediate demands.”
  26. 26. Her Digital To-Do List
  27. 27. Pay bills Plan dinner Plan Spring Break Buy clothes for me Buy clothes for the kids Plan birthday party Email friend Find decorating ideas Check Facebook Tell bedtime stories Organize carpool Find exercise routine Read the news Her Digital To-Do List
  28. 28. What does she use to get it all done?
  29. 29. What does she use to get it all done? 89% of moms say that their smartphones are their personal assistants
  30. 30. Emails GPS Banking Camera Find phone numbers Notepad Find places to eat Look up recipes
  31. 31. It’s her scrapbook in fewer than 10 clicks.
  32. 32. Take photo
  33. 33. Instagram it Take photo
  34. 34. Instagram it Upload to Facebook Take photo
  35. 35. Instagram it Tweet it Upload to Facebook Take photo
  36. 36. Instagram it Email it to Grandma Tweet it Upload to Facebook Take photo
  37. 37. Instagram it Email it to Grandma Who wants cake? Tweet it Upload to Facebook Take photo
  38. 38. Digital is not just her personal assistant.
  39. 39. Digital is not just her personal assistant. It’s her secret lover.
  40. 40. “It draws me away from my family.”
  41. 41. “It distracts me from my kids.”
  42. 42. Litmus Test Are you making her accomplish more? Are you helping her accomplish it faster? Are you streamlining her to-do list?
  43. 43. Litmus Test Are you making her accomplish more? Are you helping her accomplish it faster? Are you streamlining her to-do list? Don’t be a distraction. Help mom have more time and more energy for the things that really matter.
  44. 44. What is Mom Validation?
  45. 45. Moms are looking for reassurance that they are helping their kids and that they’re on the right track. They want to know they’re normal. What is Mom Validation?
  46. 46. This is Kristin.
  47. 47. This is Kristin. Before Kristin was born, her mom had nothing in her life more important than herself.
  48. 48. A Moms Over 30 message board allowed her to share the birth of her child, fears and frustrations and her TMI “only a mom would get it” moments.
  49. 49. When Kristin was born 2 lbs lighter than her twin her mother posted a photo to RAMOM.
  50. 50. When Kristin was born 2 lbs lighter than her twin her mother posted a photo to RAMOM. One of the members immediately sent her an email saying: “Don’t worry about one being smaller than the other. My twins were like that too.”
  51. 51. Kristin’s mom received an email about colic from a friend.
  52. 52. She was able to reassure another mother in return. Kristin’s mom received an email about colic from a friend.
  53. 53. Kristin went through a Mean Girls Phase in school. She stopped receiving invites to parties.
  54. 54. Kristin went through a Mean Girls Phase in school. She stopped receiving invites to parties. Her mother used the internet to try to understand bullying.
  55. 55. When Kristin started hanging out with the fast crowd, Mom used Facebook to make sure Kristin was doing ok.
  56. 56. When Kristin started hanging out with the fast crowd, Mom used Facebook to make sure Kristin was doing ok. Keeping tabs on Kristin can help her validate her efforts as a mom.
  57. 57. When Kristin left for college, her mom knew where to find support. She a Faceboo advice emp
  58. 58. That was Digital Validation
  59. 59. But what does Physical validation look like? That was Digital Validation
  60. 60. Digital Validation Physical Validation
  61. 61. Digital Validation Anonymity leaves her judgement-free Physical Validation Your friends might give you answers, but they know your dirty laundry
  62. 62. Digital Validation Anonymity leaves her judgement-free Physical Validation Your friends might give you answers, but they know your dirty laundry She doesn’t have to wait for Google to call her back Friends, family and doctors aren’t on call 24/7
  63. 63. Litmus Test Are you allowing her to be open and honest? Are you making her feel comfortable asking questions? Are you making her more nervous?
  64. 64. Litmus Test Are you allowing her to be open and honest? Are you making her feel comfortable asking questions? Are you making her more nervous? Engage her in a straightforward & non-judgmental dialogue. Let her know it’s okay to have questions.
  65. 65. What is Social Momentum? Help trac Pre the Avo stig
  66. 66. Helping her kids get ahead and knowing when not to hold them back Help trac Pre the Avo stig
  67. 67. Moms build Social Momentum for their kids
  68. 68. Moms build Social Momentum for their kids Get them ahead
  69. 69. Moms build Social Momentum for their kids Get them ahead When kids join Facebook, this is a huge game changer. Don’t hold them back
  70. 70. Moms build Social Momentum for their kids Get them ahead Don’t hold them back Walk together
  71. 71. Litmus Test Are you helping her promote her family & herself?
  72. 72. Litmus Test Are you helping her promote her family & herself? It’s not just her profile, it’s Johnny’s Mom’s Facebook profile. Don’t assume her social presence is self- centered.
  73. 73. Efficiency Validation Social Momentum
  74. 74. Efficiency Validation Social Momentum She’s doing those things online to make her life better
  75. 75. This is her life
  76. 76. Grocery Shopping Carpool Soccer Game Nap time Dentist PTA Laundry Give Advice Cook Dinner Braid daughters hair Work Clean Friends
  77. 77. Grocery Shopping Carpool Soccer Game Nap time Dentist PTA Laundry Give Advice Cook Dinner Braid daughters hair Work Clean FriendsDigital is the glue that fills the cracks Fix-It
  78. 78. Who can you learn from?
  79. 79. Fill the cracks.
  80. 80. Fill the cracks. Efficiency Is your brand bringing disparate worlds together?
  81. 81. Fill the cracks. Validation Is your brand one she feels comfortable talking to?
  82. 82. Fill the cracks. Social Momentum Is your brand helping her promote her family?
  83. 83. How can you be the glue?

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