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

1. Parents online

2. Kids online

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. 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. 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. Dads desire to be involved

7. QUESTIONS

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…