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Connect with the true decision-makers
FattoreMamma and digital mums
Connect with the true decision-makers
07-2015

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Connect with the true decision-makers
Context
FattoreMamma
Our Network
Our events
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o They spend more than 3.5 hours a day on the Internet
o 88% have a smartphone, 53% a tablet, 86% a PC
o Internet is the best means of finding information for shopping for 74% of mums
(against 41% women and 50% total)
o They have a more pronounced multichannel outlook than other women: 48% Open
Minded mums, 30% Reloaded mums
o No longer Gate-Keeper mums but Game-Changer, they change the rules of the
game
Sources: Nielsen-Connexia Multichannel Observatory 2011;
Nielsen Digital Family Research 2012 - McCann Research The Truth about smart moms 2012;
FtatoreMamma – GNResearch 2015
CONTEXT
Mums are digital

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In all advanced countries, women and mums in particular
are the driving force in the use of social media,
particularly dominant within image-based channels
Mums like to read other mums' opinions, much more than
other target segments.
Mums promote the brands they like much more
effectively than the media.
CONTEXT
Mums, social media protagonists
Sources: = Osservatorio Multicanalità - Osservatorio Mamme
I LIKE READING OTHER
CONSUMERS' OPINIONS ON
PRODUCTS OR SERVICES
THAT INTEREST ME, ON
BLOGS, FORUMS OR
ONLINE COMMUNITIES.
Mums 0-6
Women
All respondents

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Blogger mums are mums who –
through their channels on the Net,
their passion and their creativity – talk
every month with hundreds of
thousands of other mums just like
them.
They represent the most advanced
version of digital mums and run web
channels that, for the traffic they
generate, can often compete with
specialist sites from the leading
publishers.
They have a relationship of trust with
their target audience.
CONTEXT
Blogger mums are the new influencers

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Context
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FattoreMamma is the first agency
specialising in communication and
marketing WITH mums.
It was founded at the end of 2008 with the experience
of Jolanda Restano (passionate about content for
children and highly skilled in fostering online
connections and relationships) and Paolo Prestinari
(digital communications expert).
Today FattoreMamma is the market leader and
collaborates with a unique team of highly professional
mothers and women, using an innovative and highly
digital working method.
FATTOREMAMMA
Who we are

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A company providing consulting,
marketing and communication services
for companies targeting mums.
A publisher of websites and
apps for families, developing
a wide range of interaction points
online and offline.
An advertising broker
specialising in the “Mums and
family” target audience.
COMMUNICATION AGENCY
ON-LINE PUBLISHER
ADV ONLINE BROKER
FATTOREMAMMA
Who we are

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PUBLIC COMPANY
ON-LINE
OFF-LINE
LISTENING DIALOGUE
ACTIVATION
UNDERSTANDING
WIN-WIN
RELATIONSHIP
Connecting means
knowing how to listen,
understand and have a
respectful dialogue, all on
a continuous basis.
The relationship can create
value for both sides:
company and mums.
We create communication projects which connect companies and mums and build
positive relationships. We collaborate with agencies and companies in different market
sectors, bringing our specific expertise and experience with mums as a target audience.
OUR APPROACH
The win-win relationship

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FATTOREMAMMA
and digital mums
2
31
200
2000
2,5ml
2 times a year we gather together Italian blogger mums who converge
on Milan from all over Italy for the Mammacheblog Social Family Day
(May) and for Mammacheblog Creativo (November).
FattoreMamma Network brings together the 31 most important blogs
by Italian mums, forming an advertising opportunity unique of its kind,
among the market leaders in terms of reach.
Each year we collaborate with the 200 blogger mums with the most
followers, selected from the more than 1300 members registered with our web
aggregator mammacheblog.com and we develop and produce online and
offline engagement projects.
With FattoreMamma Active we have 2,000 influencer mums who
are particularly active on the Net and whom we involve in our projects
through a program dedicated to them.
We reach over 2,5 million mums (single users) a month through
mum-generated sites and blogs within our network.

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The mum blogging phenomenon is also very widespread in Italy: in recent years, blogger mums have
acquired a role as influencers over a considerable audience. More and more readers follow the posts
on their blogs and their channels on main social media, listening to their advice and recommendations,
trusting their opinions.
FattoreMamma has established a privileged relationship with blogger mums whom we know, listen to,
support and train, involving them in projects specifically created for companies' different
communication requirements.
OUR PARTNERS PAR EXCELLENCE
Blogger / influencer mums

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Context
Fattoremamma
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A network of vertical sites dedicated
to the world of mums and kids:
OUR NETWORK
The best mum-generated websites in Italy
31
Websites/blogs
2,5 mln
Monthly unique users
Monthly page-views
8,5 mln
www
In partnership with:
fattoremamma
N E T W O R K

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Context
Fattoremamma
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Our customers

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2011
FM organises the first BarCamp
dedicated to Mums 2.0
FM organises a meeting
between blogger mums in
Italy and USA with Maria Bailey
FM and Hagakure organise
the Momcamp in Milan with a
record number of visitors
04/2010
05/2009
The great Italian gathering for
blogger mums in Milan in spring
(2-day event)
The grand gathering/event and
showcase for creative blogger
mums
Two blogger mums sent to Sanremo talk
about the Festival on social media
OUR EVENTS/GATHERINGS
Key reference points for blogger mums
PASTFORMATS(notactiveatthemoment)
2014
III edition
Since 2012
CURRENTandACTIVEFORMATS
2015
IV edition
Since 2012
2015
IV edition
Since 2013
2014
II edition
Since 2013
A training course for women
who want to be successful on
the Web

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The most important gathering for blogger
mums in Italy: an open conversation among
mums 2.0 to spark and develop ideas and
services for the web
OUR EVENTS/GATHERINGS
MammacheBlog Social Family Day

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The gathering for blogger and social
mums, inspired by creativity and DIY:
workshops, talks, prize for creativity...
OUR EVENTS/GATHERINGS
MammacheBlog Creativo

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OUR EVENTS/GATHERINGS
Momsweek
A meta-event, a week long and dedicated
to mums, which took place in Milan between
8 and 14 May 2015, joining together 73
events
momsweek milano

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OUR EVENTS/GATHERINGS
MomKeting
The first Italian conference entirely dedicated
to marketing with mums.
A one-day business-to-business conference on the theme of the evolution
of direct marketing to a mum-family target audience.
First edition, Milan 14 May 2015

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A journey of female social
empowerment, dedicated to all
women who want to develop their
talents through the energy of the web.
OUR EVENTS/GATHERINGS
Women's Talent

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Context
Fattoremamma
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Our clients

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FOR MUMS AND
FAMILIES
Both directly and through the
network of mum-generated
blogs, FattoreMamma provides
the dissemination of information
along with a dialogue among
peers. A form of communication
that mums and families seem to
appreciate more and more,
versus traditional media.
FOR MUMS
UNDERTAKING
VENTURES ON THE NET
FattoreMamma invests in the
growth of mums active on the
net and in their projects. We are
their partner, we promote them
and enable their growth
through training. We work
alongside them and grow with
them: that's why we have their
trust.
For companies FattoreMamma
proposes innovative and
impactful communication
formats, maximising all the
engaging opportunities of the
new social media environment,
and aimed at triggering a
relationship with mums through
the web.
FOR COMPANIES
OUR OFFER
A winning relationship

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OBJECTIVES
to get to know bloggers and establish a positive relationship with them
to elicit ideas from the dialogue with influencer mums, indications
concerning the company, the brand, the product
to gain exposure on the web through sharing on social media and
published posts
CHARACTERISTICS OF THE EVENT
activities that allow the company to share their message in an unusual and
playful way, half-way between educational and entertainment
creation of video and photo materials to attract further attention to the
event online
defining a #hashtag for sharing on social networks.
FattoreMamma holds events with bloggers that combine a more “formal" offering
alongside elements focused more on play and experience to create a positive
relationship between companies and bloggers.
SERVICES AND FORMATS
Events for companies with blogger mums

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FattoreMamma creates and manages communities that bring
mums together via a brand to share their experience
and create content
SERVICES AND FORMATS
Creation and management of online communities
OBJECTIVES
to communicate with the target of mums/parents using bespoke and relevant language and
tone of voice
to form a group of mums who want to relate with the company
to gain insight into the company, its products or specific themes
to create user generated content for sharing through company channels (e.g. product reviews)
COMMUNITY CHARACTERISTICS
a virtual space where mums can share their ideas and enter into a dialogue
with the company, alongside "public" content to reach a wider target
appreciable rewards for mums (products to test, exclusive previews...)
online surveys to gain insight on interesting themes
potential face to face meetings to further strengthen the relationship

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OBJECTIVES
to create online exposure through posts written by blogger mums
to incentivise readers for comments/involvement
to create original content for company blogs/sites/social channels
CHARACTERISTICS
the bloggers write original posts dedicated to the service/product on their own blogs
and launch them on social media
as well as on their own sites, bloggers create content/product reviews for the client
site or ad hoc landing page
a hashtag is created and communication on social media is encouraged
FattoreMamma involves blogger mums so they can become first
person ambassadors of a project/product
SERVICES AND FORMATS
Ambassador Mums

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FattoreMamma selects bloggers suited to the proposed message
each blogger writes the post in her own personal way, and in keeping with the
editorial style of her blog. In this way, the article is integrated into the site and
followed by her readers just like the other non-sponsored articles
the post bears the #hashtag of the theme so it can easily be identified by tracking
and searching
at the end of the post there is a graphic banner and a text element identifying the
sponsorship and referring to the sponsor's site
at the end of the project, a storify is created with all the contributions published
MeMe is a format created by FattoreMamma in order to
communicate advertising messages effectively, but also in a
way that is not invasive and fully respects the blogger's
editorial choices.
SERVICES AND FORMATS
Inspired Sponsored Post - MeMe

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Facebook pages are an interesting channel for creating and
nurturing a relationship with mums
SERVICES AND FORMATS
Management of social channels
PREPARATION OF AN EDITORIAL PLAN
researching themes and planning post frequency
identifying and creating content
creating processes (supply, response, escalation)
ONGOING EDITORIAL SUPPORT
ongoing management and publication based on the frequency
established in the editorial plan
creation and management of fb ads campaigns

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techinical definition and ideation of prizes: technical conception and search
for potential partners/suppliers for the prizes
creativity and graphic artwork: creation of ad hoc graphics, in line with the
company image and the product to be promoted
hosting and advertising: hosting the pages on a dedicated server, creation of
a database with participants' details
managing all the competition requirements: management of all the
practicalities for requesting ministry authorisation (in collaboration with a
specialised partner)
supervising and putting contributions online supervising the moderating and
publishing of content
promotion and engagement of the target
FattoreMamma holds on-line competitions specifically planned
for the mums target audience, dealing with all phases from
conception to realisation.
SERVICES AND FORMATS
Online competitions

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FattoreMamma holds product tests involving mums interested in
giving reviews on their blog
SERVICES AND FORMATS
Product tests with blogger mums
OBJECTIVES
posts on blogs and social networks with product reviews
effective mum-to-mum communication
reviews by influencers who write original posts in keeping with their own style
and their own editorial approach
TEST CHARACTERISTICS
FattoreMamma selects a panel of tester mums to whom the product is sent
the bloggers test the product and publish a post about their experience using it
an online questionnaire is also provided, to obtain insight about the product

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The RECOMMENDED BY MUMS Sticker is a quality certification, issued
by FattoreMamma to products or services that have been tested by a
group of at least 100 mums, of whom more than 70% have declared
that they are willing to "recommend the product to another mum".
SERVICES AND FORMATS
“Recommended by mums” Sticker
FattoreMamma selects
120 mums (to have at
least 100 respondents)
The mums receive the
product at home (or a
good discount to use
on a service) and they
test it
The mums fill in an
online questionnaire
If at least 70% of the
mums confirm that they
"would recommend the
product to another
mum", the sticker is
assigned

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FattoreMamma creates blogs with mum-oriented content for
companies that want to acess, alongside their traditional
communication activity, new channels that are closer to users
SERVICES AND FORMATS
Company blogs
OBJECTIVES
to publish "hot" and permanently up to date content
to enrich the official site with a communication channel more open to dialogue
to use the point of view of mum editors to create empathy with the target
CHARACTERISTICS
Among the best bloggers, FattoreMamma selects the mum editors who
create the content
an editorial plan is defined and the key topics are agreed on
the editors also deal with publishing and constantly updating the blog,
including the moderation of comments and replies to users in accordance
with company directives

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FattoreMamma collaborates with companies and agencies to
develop and manage ad hoc structured projects or provide
support for existing projects.
We deal with all the stages of the project (from strategy to
implementation) or collaborate in the realisation of pre-existing
projects, working in synergy with other agencies or media.
SERVICES AND FORMATS
Special projects

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SOME OF OUR CLIENTS

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FattoreMamma
www.fattoremamma.com
Via Guercino 9
20154 Milano
Tel.: 02.314639
Fax: 02.91390995
E-mail: info@fattoremamma.comParte del team FattoreMamma al Mammacheblog 2015