An overview of the UK Mums audience on PiQ. We built an audience of over 40k tweeters who self-identify as 'mums' in the UK and their network of influence. Track the conversations, interests and people that make this community tick.

1. PiQ Audience Report: UK Mums
Audience of 40k UK Tweeters
Data from: 29th September – 28th October 2014

2. About PiQ
PiQ is a simple way to action customer audiences in real-time
Social Media
Listening
Poor people insight
CRM
Customer
interactions only
PiQ is built on
four foundations:
1. Target audiences not keywords
to track customers 24x7
2. Realtime trend detection with audiences
without prior knowledge required
3. Identify influencers within
relevant audiences
4. Deep content analytics
at users fingertips
Market
Research
Slow, not
addressable
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3. UK Mums Audience Overview
The UK Mums audience consists of around 40k active female tweeters self-identifying
as ‘Mums’ or active in the parenting community on Twitter.
PiQ Audiences are built by finding followers of key accounts, people who talk about
specific topics and users within a broader network of influence.
Followers of
key
accounts
People who
talk about
specific
topics
Users closely
connected to the
network

4. UK Mums Audience Top Hashtags
Hashtag Cloud
WHAT this is
Shows the top hashtags used by
audience
Size of word shows volume
Saturation of word shows
relevance (how specific is this
topic to the audience?)
HOW to use it
Identify key topics, events and TV
shows which audience discusses
Plan content strategy around the
things you know will be popular
among your audience
MORE
Create timely content with daily
and hourly reports on what’s
trending in an audience.
Real-time analytics tracks popular
tweets, images and videos as well
as hashtags
This audience likes entering competitions on Twitter.
They’re also big TV fans, ‘X-Factor’ and ‘Strictly Come
Dancing’ being their favorite shows.

5. UK Mums – Top Human Influencers!
WHAT this is
Shows the top Human influencers
within the community
They are ordered by their degree of
influence over other people in the
audience (CPI)
HOW to use it
You can use this to identify key
influencers in your target audience
and engage with them
MORE
The UK Mums Community is
influenced by famous faces from
TV. But right behind are several
extremely influential bloggers.
@Edspire makes the top 5 despite
having vastly fewer followers than
the others because she engages
specifically with this audience.
CPI
PI
Fllwrs
Bio
Kirstie Mary
Allsopp
@KirstieMAllsopp
93
86
363k
A working Mum who's incredibly
blessed and occasionally on TV;
Re-use, recycle, love, laugh & Keep
Britain Tidy
Katie Price
@MissKatiePrice
92
89
1.93M
Never under estimate the pricey!
businesswoman/model/author/
singer/tv star/proud mum
ColourB4 Global Ambassador
Kerry Katona
@KerryKatona7
92
80
389k
A mother to 5 amazing babies who
are my everything! And married to
@mrgsjkay!
Sam Bailey
@SamBaileyREAL
91
83
355K
Wife, Mum & Grafter. Follow your
heart, follow your dreams & do it
with dignity & pride XF Winner.
Jennie Edspire
@Edspire
90
67
8K
SAHM 4yo twins at big school,
angel #matildamae, #RainbowBaby
Beatrice Hope born 5/8/14. We
love messy and sensory play,
learning through play & family life

6. UK Mums - Top Power Users!
CPI
PI
Fllwrs
Bio
Jennie Edspire
@Edspire
90
67
8K
SAHM 4yo twins at big school,
angel #matildamae,
#RainbowBaby Beatrice Hope
born 5/8/14. We love messy and
sensory play, learning through
play & family life
Suzy Pelta
@SuzyPelta
89
59
11K
@ITVLorraine Cake Club Winner &
Creator of #BakeWithSuzy
#Baking Kits. @MarieCurieUK's
Blooming Great Tea Party Quee
Emily Leary
@AMummyToo
88
66
14K
Food and lifestyle writer/presenter.
Recipe developer. Photographer of
stuff. Lots of other things. And a
mummy too. BIBs, MADs, LBP,
Candis awards finalist.
Katy Hill
@KatyHillTV
88
62
18k
TV & Radio Presenter & Lifestyle
Blogger! Wife to a phenomenal
man, hands-on-mum to two
delicious children. I LOVE life and
intend to LIVE IT to the full! x
Slummy Single
Mummy
@mummyblogger
88
75
51K
I'm Jo, award-winning blogger,
freelance journalist and copywriter,
UK bod at @CollectiveBias,
@BeamlyUK room host
WHAT this is
Shows the top Power Users within
the community (PI > 80)
Power Users are not as globally
famous as ‘Celebrities’ but they are
serious Twitter users whose
opinions are valued by their
followers
HOW to use it
Power users may be easier to
engage with directly yet they often
have just as much influence over a
specific community as Celebrities
MORE
There are several Power User
‘mummy bloggers’ who hold
considerable influence in the UK
Mums audience

7. UK Mums - Top Non-human Influencers!
WHAT this is
Shows the top Corporate/
Organisation influencers over the
community.
HOW to use it
You can use this to inform your
advocacy or content strategy and
understand who is making the
biggest impact among your target
audience
MORE
The dashboard edition of PiQ
allows you to filter out human/non-human
and search for users by
location, gender or influence
CPI
PI
Fllwrs
Bio
This Morning
@ITVThisMorning
96
89
870K
Please note @replies may be
used on This Morning,
weekdays from 10:30am on
ITV.
Mumsnet
@MumsnetTowers
95
80
87K
Oh you know, that website, for
parents. No, not that one, the
other one. With the biscuits.
And the swearing.
Loved By Parents
@lovedbyparents
92
72
35K
Parenting News, Pregnancy
Advice, Reviews, Competitions
and Guest Blogs. Home to the
Loved by Parents Awards!
Netmums
@Netmums
92
78
91K
The UK's biggest parenting
website with 1.7 million
members & 7 million + visitors
a month. Local information and
friendly support when you need
it most
Parentdish UK
@parentdish_uk
91
70
34K
The UK's fastest growing family
and parenting website. Join us
for the latest parenting news,
views and reviews.

8. UK Mums- Top Brands!
WHAT this is
Shows the top Brands referred to by
audience
HOW to use it
Identify and compare the brands
that an audience is talking about
MORE
The dashboard edition of PiQ
updates this data daily and provides
data for every brand being talked
about
You can also find the top images,
videos and stories being shared
each day, week or month
Brand
Relevance
(Higher is more relevant)
Volume
BBC
1x
7k
Apple
1x
4k
Tesco
15x
3k
Google
1x
3k
Amazon
3x
2k
Sky
8x
1k
Lego
5x
1k
Asda
19x
987
Morrisons
38x
876

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• Benchmark against your competitors
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