HKD2 - Hill & Knowlton - Parents Online

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Gaylene Ravenscroft, H&K UK Head of Digital, asks how moms and dads use the Internet to help them parent and how can brands be helpful as well

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HKD2 - Hill & Knowlton - Parents Online

  1. 1. Parents online
  2. 2. Kids online
  3. 3. Why STOP social media to engage with mums? use CONTINUE START – 62% of mums access the Internet across Europe • Saves them time & keeps them “ahead of the game” ahead game – Magazines and newspapers on the decline by 50% – S i l networking on th rise - 63% of online mums vs. Social t ki the i f li 11% since 2006 • to f find parenting tips & product recommendations, info on children's health issues and share stories mums are a group of individuals who have less time to spend with media, see the  mums are a group of individuals who have less time to spend with media, see the  Internet as their main source of information, have diminishing trust of online  Internet as their main source of information, h I t t th i i fi f ti have diminishing trust of online  di i i hi t t f li advertising and increasingly use social networks…  clearly social media is an opportunity clearly social media is an opportunity Source: EIAA Digital Mums Report & Babycentre Report 2009
  4. 4. Who is talking about what? Celebrating  Celebrating Parenting & motherhood Experienced mums* TIPS & ADVICE TIPS & ADVICE Issue based /  health concerns 1st time mums time mums Price vs.  performance Mums‐to‐ Mums‐to‐be Environment
  5. 5. STOP CONTINUE Insight drives action START CHANNEL WHO BEHAVIOUR WHAT Forums & message 1st time mums & Price, performance, VFM, Sharing AND connecting boards subsequent fit ty Majorit Information, experiences, Blogs 2nd time mums Creating (expression) evaluation Issue-based support, Social networking sites Shared interest mums Connecting knowledge sharing Video sharing Sharing nority New information, choice O Online media e ed a Co su Consuming g Min editing diti Microblogging Sharing & collaborating Couponing & deals 1. Much more selective in channel usage 2. Deeper engagement with forums than would expect from  other categories Connecting Collaborating Consuming Sharing Creating The 5 main behaviours in social media: Paul Isakson
  6. 6. Dads desire to be involved
  7. 7. QUESTIONS
  8. 8. How can brands be helpful? • D they want to be marketed to? Do th tt b k t dt ? • How could you successfully engage with parents? • Wh t are your issues, challengers, b i ? What i h ll barriers? • What brands are doing it well and why? g y • Key learnings…

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