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Filling the Cracks
Sloane Beaver, Rilee Harman, Divya Lulla, Cristina Hall

VCU Brandcenter, Research Methodologies
Let’s talk about families.
Digitalmoms
Digitalmoms
Digitalmoms
Mom holds the family
     together
How?
How?

Efficiency
How?

Efficiency
Validation
How?

    Efficiency
    Validation
Social Momentum
This is nothing new.
This is nothing new.


        Multi-task
   Read parenting books
       Join the PTA
This is nothing new.


Now          Multi-task picture
      digital is in the
        Read parenting books
            Join the PTA
Her Digital Family
Her Digital Family
Her Digital Family
Her Digital Family
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
You know moms are online.
Do you know why?
Mom uses digital to make
life better know why? her
   Do you for her and
           family.
How?
How?

    Efficiency
    Validation
Social Momentum
What is Mom Efficiency?
What is Mom Efficiency?

       Being faster
      Being smarter
    Making it all happen
What is Mom Efficiency?

           Being faster
Getting more productivity bang
          Being smarter
      for her energy buck.
       Making it all happen
She’s a mom on
an online mission.
She’s a mom on
     an online mission.
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
90% of moms describe themselves as
                  much else, so
 time to dointernet users. When
 task-oriented
   she’s online, she has a about
  I’m very focusedpurpose.
       my internet use.”
She’s actually on
  10 missions.
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.
She’s actually on
             10 missions.
  54%“IfofI moms say they alwaysIhave
            weren’t a mom
     multiple feel so compelled
 wouldn’t windows open at once.
to multi-task. I’d have fewer
   They’ve mastered the art of writing
     emails while looking up recipes.
    immediate demands.”
Her Digital
To-Do List
Buy                  Buy
                           clothes            clothes for
                           for me                                     Tell
                                                the kids
                                                                   bedtime
                                                                    stories
                                                        Organize
                  Plan                                  carpool
Pay              dinner
bills                              Her Digital
                                   To-Do List                             Check
                                                          Find           Facebook
                                                        exercise
                           Plan                         routine
                          Spring
                          Break
                                                     Find
                                     Plan         decorating             Read
        Email                      birthday         ideas              the news
        friend                      party
What does she use to get
      it all done?
What does she use to get
      it all done?
     89% of moms say that
   their smartphones are their
       personal assistants
Digitalmoms
Look up
                 Notepad
                            recipes

Find places to
     eat                                GPS




   Camera                               Emails

                           Find phone
                 Banking    numbers
Look up
                  Notepad
                                    recipes
         “It’s my personal assistant because:
Find places can find places to eat, especially
          It to
     eat       when you’re out of town or     GPS
           traveling. It has GPS so you don’t
              get lost. It can locate phone
           numbers easily, especially if have
            an appointment and are running
   Camera You can check and respond to Emails
         late.
             e-mails while you’re at the kids
                          games.”
                                 Find phone
                  Banking         numbers
It’s her scrapbook in fewer
       than 10 clicks.
Take
photo
Instagram
             it




 Take
photo
Instagram   Upload to
             it     Facebook




 Take
photo
Instagram   Upload to
             it     Facebook




 Take
photo                           Tweet
                                  it
Instagram   Upload to
             it     Facebook




 Take
photo                           Tweet
                                  it




                     Email it
                       to
                    Grandma
Instagram   Upload to
             it     Facebook




 Take
photo                           Tweet
                                  it




          Who        Email it
        wants ice      to
         cream?     Grandma
Digital is not just her
personal assistant.
Digital is not just her
 It’s her secret lover.
personal assistant.
“It draws me away from my
          family.”
“It distracts me from my
           kids.”
Litmus Test
Litmus Test

 Are you helping her accomplish more?
Are you helping her accomplish it faster?
   Are you streamlining her to-do list?
Litmus Test
     Don’t be a distraction.
  Are you helping her accomplish more?
Help mom have more time and
 Are you helping her accomplish it faster?
more energy for the things that
    Are you streamlining her to-do list?
            really matter.
What is Mom Validation?
What is Mom Validation?

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.
This is Kristin.
This is Kristin.


  Before Kristin was born, her mom
had nothing in her life more important
            than herself.
This is Kristin.


  Before Kristin was born, her mom
had nothing in idealife more important
 She had no her what to expect.
            than herself.
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.
A Moms Over 30 message board
 allowed her to share the birth of her
She was more confident going her
 child, fears and frustrations and into
             motherhood. get it”
    TMI “only a mom would
               moments.
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
  When Kristin was born 2 lbs lighter
         email saying:
  than her twin her mother posted a
   “don’t worry about one
         photo to RAMOM.
being smaller than the other.
My twins were like that too.”
Kristin’s mom received an email about
           colic from a friend.
Kristin’swas able to reassure
 She mom received an email about
          colic from a friend.
 another mother in return.
Kristin went through a Mean Girls
 Phase in school. She stopped
    receiving invites to parties.
Her mother used the
Kristin went through a Mean Girls
      internet to try to
 Phase in school. She stopped
    receiving invites to parties.
 understand bullying.
When Kristin started hanging out with
the fast crowd, Mom used Facebook
 to make sure Kristin was doing ok.
Keeping tabs on Kristin
When Kristin started hanging out with
 can help her Validate her
the fast crowd, Mom used Facebook
 to make sure Kristin was doing ok.
      efforts as a mom.
She asked her Facebook friends for
 advice on being an empty nester.
When Kristin left for
She asked her Facebook friends for
 college, heran emptyknew
 advice on being mom nester.
  where to find support.
That was Digital
  Validation.
That was Digital
  Validation.

But what does Physical
 validation look like?
Digital Validation   Physical Validation
Digital Validation   Physical Validation
Digital Validation     Physical Validation

Anonymity leaves her
judgement-free
Digital Validation     Physical Validation
                       Your friends might give
Anonymity leaves her
                       you answers, but they
judgement-free
                       know your dirty laundry
Digital Validation        Physical Validation
                          Your friends might give
Anonymity leaves her
                          you answers, but they
judgement-free
                          know your dirty laundry
She doesn’t have to
wait for Google to call
her back
Digital Validation        Physical Validation
                          Your friends might give
Anonymity leaves her
                          you answers, but they
judgement-free
                          know your dirty laundry
She doesn’t have to       Friends, family and
wait for Google to call   doctors aren’t on call
her back                  24/7
Litmus Test
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?
Litmus Test

Engage her her a straightforward
Are you allowing in to be open and honest?
& non-judgmental dialogue. Let
    Are you making her feel comfortable
    her  know it’s okays? have
             asking question to
     Are you making her more nervous?
               questions.
What is Social Momentum?
What is Social Momentum?

Helping her kids gain social traction
Preventing them from being the kids
stuffed in the locker
Avoiding embarrassing mom stigma
What is Social Momentum?

Helping her kidssocial traction
Helping her kids gain
                      get ahead
Preventing them from being to not
 and knowing when the kids
stuffed hold locker back
        in the them
Avoiding embarrassing mom stigma
Moms build Social   Momentum for their kids
Moms build Social      Momentum for their kids

           As kids age, their moms’ online presence shifts gears




Get them
 ahead
Moms build Social   Momentum for their kids
                         When kids join Facebook, this is
                            a huge game changer.




Get them                Don’t
 ahead                hold them
                        back
Moms build Social   Momentum for their kids



           “Being a mom - I learn to
           do it their way because I
Get them   love beingDon’t
                         a part of their
 ahead                lives.”
                     hold them
                        back
Moms build Social   Momentum for their kids




Get them                Don’t                   Walk
 ahead                hold them               together
                        back
Litmus Test
Litmus Test



Are you helping her promote
    her family & herself?
Litmus Test

It’s not just her profile, it’s
Johnny’s Mom’s Facebook
    Are you helping her promote
 profile. Don’t&assume her
        her family herself?
  social presence is self-
           centered.
Efficiency
    Validation
Social Momentum
She’s doing those
      Efficiency
 things online to
      Validation
make her family’s
  Social Momentum
    life better
This is her life
Nap
         Soccer                                  time
         Game             Laundry

                                       Work


Cook                         Friends
Dinner
     Grocery Shopping               Carpool

                                               Give
                             PTA              Advice
  Braid
daughter’s        Clean
   hair                   Dentist
Nap
         Soccer                                   time
         Game             Laundry    Fix-It

                                        Work


Cook                       Friends
             Digital is the glue that
Dinner            fills the cracks
     Grocery Shopping               Carpool

                                                Give
                             PTA               Advice
  Braid
daughter’s        Clean
   hair                   Dentist
Who can you learn from?
Digitalmoms
Digitalmoms
Digitalmoms
Digitalmoms
Fill the cracks.
Fill the cracks.


  Efficiency
Fill the cracks.


      Efficiency
   Is your brand bringing
disparate worlds together?
Fill the cracks.


  Validation
Fill the cracks.


       Validation
Is your brand one she feels
  comfortable talking to?
Fill the cracks.


Social Momentum
Fill the cracks.


Social Momentum
Is your brand helping her
   promote her family?
Fill the cracks.

    Efficiency
    Validation
Social Momentum
How can you be the glue?

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Digitalmoms

  • 1. Filling the Cracks Sloane Beaver, Rilee Harman, Divya Lulla, Cristina Hall VCU Brandcenter, Research Methodologies
  • 2. Let’s talk about families.
  • 6. Mom holds the family together
  • 10. How? Efficiency Validation Social Momentum
  • 12. This is nothing new. Multi-task Read parenting books Join the PTA
  • 13. This is nothing new. Now Multi-task picture digital is in the Read parenting books Join the PTA
  • 18. 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
  • 19. You know moms are online.
  • 20. Do you know why?
  • 21. Mom uses digital to make life better know why? her Do you for her and family.
  • 22. How?
  • 23. How? Efficiency Validation Social Momentum
  • 24. What is Mom Efficiency?
  • 25. What is Mom Efficiency? Being faster Being smarter Making it all happen
  • 26. What is Mom Efficiency? Being faster Getting more productivity bang Being smarter for her energy buck. Making it all happen
  • 27. She’s a mom on an online mission.
  • 28. She’s a mom on an online mission. 90% of moms describe themselves as task-oriented internet users. When she’s online, she has a purpose.
  • 29. She’s a mom on an online mission. “I barely have enough 90% of moms describe themselves as much else, so time to dointernet users. When task-oriented she’s online, she has a about I’m very focusedpurpose. my internet use.”
  • 30. She’s actually on 10 missions.
  • 31. 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.
  • 32. She’s actually on 10 missions. 54%“IfofI moms say they alwaysIhave weren’t a mom multiple feel so compelled wouldn’t windows open at once. to multi-task. I’d have fewer They’ve mastered the art of writing emails while looking up recipes. immediate demands.”
  • 34. Buy Buy clothes clothes for for me Tell the kids bedtime stories Organize Plan carpool Pay dinner bills Her Digital To-Do List Check Find Facebook exercise Plan routine Spring Break Find Plan decorating Read Email birthday ideas the news friend party
  • 35. What does she use to get it all done?
  • 36. What does she use to get it all done? 89% of moms say that their smartphones are their personal assistants
  • 38. Look up Notepad recipes Find places to eat GPS Camera Emails Find phone Banking numbers
  • 39. Look up Notepad recipes “It’s my personal assistant because: Find places can find places to eat, especially It to eat when you’re out of town or GPS traveling. It has GPS so you don’t get lost. It can locate phone numbers easily, especially if have an appointment and are running Camera You can check and respond to Emails late. e-mails while you’re at the kids games.” Find phone Banking numbers
  • 40. It’s her scrapbook in fewer than 10 clicks.
  • 42. Instagram it Take photo
  • 43. Instagram Upload to it Facebook Take photo
  • 44. Instagram Upload to it Facebook Take photo Tweet it
  • 45. Instagram Upload to it Facebook Take photo Tweet it Email it to Grandma
  • 46. Instagram Upload to it Facebook Take photo Tweet it Who Email it wants ice to cream? Grandma
  • 47. Digital is not just her personal assistant.
  • 48. Digital is not just her It’s her secret lover. personal assistant.
  • 49. “It draws me away from my family.”
  • 50. “It distracts me from my kids.”
  • 52. Litmus Test Are you helping her accomplish more? Are you helping her accomplish it faster? Are you streamlining her to-do list?
  • 53. Litmus Test Don’t be a distraction. Are you helping her accomplish more? Help mom have more time and Are you helping her accomplish it faster? more energy for the things that Are you streamlining her to-do list? really matter.
  • 54. What is Mom Validation?
  • 55. What is Mom Validation? 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.
  • 57. This is Kristin. Before Kristin was born, her mom had nothing in her life more important than herself.
  • 58. This is Kristin. Before Kristin was born, her mom had nothing in idealife more important She had no her what to expect. than herself.
  • 59. 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.
  • 60. A Moms Over 30 message board allowed her to share the birth of her She was more confident going her child, fears and frustrations and into motherhood. get it” TMI “only a mom would moments.
  • 61. When Kristin was born 2 lbs lighter than her twin her mother posted a photo to RAMOM.
  • 62. One of the members immediately sent her an When Kristin was born 2 lbs lighter email saying: than her twin her mother posted a “don’t worry about one photo to RAMOM. being smaller than the other. My twins were like that too.”
  • 63. Kristin’s mom received an email about colic from a friend.
  • 64. Kristin’swas able to reassure She mom received an email about colic from a friend. another mother in return.
  • 65. Kristin went through a Mean Girls Phase in school. She stopped receiving invites to parties.
  • 66. Her mother used the Kristin went through a Mean Girls internet to try to Phase in school. She stopped receiving invites to parties. understand bullying.
  • 67. When Kristin started hanging out with the fast crowd, Mom used Facebook to make sure Kristin was doing ok.
  • 68. Keeping tabs on Kristin When Kristin started hanging out with can help her Validate her the fast crowd, Mom used Facebook to make sure Kristin was doing ok. efforts as a mom.
  • 69. She asked her Facebook friends for advice on being an empty nester.
  • 70. When Kristin left for She asked her Facebook friends for college, heran emptyknew advice on being mom nester. where to find support.
  • 71. That was Digital Validation.
  • 72. That was Digital Validation. But what does Physical validation look like?
  • 73. Digital Validation Physical Validation
  • 74. Digital Validation Physical Validation
  • 75. Digital Validation Physical Validation Anonymity leaves her judgement-free
  • 76. Digital Validation Physical Validation Your friends might give Anonymity leaves her you answers, but they judgement-free know your dirty laundry
  • 77. Digital Validation Physical Validation Your friends might give Anonymity leaves her you answers, but they judgement-free know your dirty laundry She doesn’t have to wait for Google to call her back
  • 78. Digital Validation Physical Validation Your friends might give Anonymity leaves her you answers, but they judgement-free know your dirty laundry She doesn’t have to Friends, family and wait for Google to call doctors aren’t on call her back 24/7
  • 80. 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?
  • 81. Litmus Test Engage her her a straightforward Are you allowing in to be open and honest? & non-judgmental dialogue. Let Are you making her feel comfortable her know it’s okays? have asking question to Are you making her more nervous? questions.
  • 82. What is Social Momentum?
  • 83. What is Social Momentum? Helping her kids gain social traction Preventing them from being the kids stuffed in the locker Avoiding embarrassing mom stigma
  • 84. What is Social Momentum? Helping her kidssocial traction Helping her kids gain get ahead Preventing them from being to not and knowing when the kids stuffed hold locker back in the them Avoiding embarrassing mom stigma
  • 85. Moms build Social Momentum for their kids
  • 86. Moms build Social Momentum for their kids As kids age, their moms’ online presence shifts gears Get them ahead
  • 87. Moms build Social Momentum for their kids When kids join Facebook, this is a huge game changer. Get them Don’t ahead hold them back
  • 88. Moms build Social Momentum for their kids “Being a mom - I learn to do it their way because I Get them love beingDon’t a part of their ahead lives.” hold them back
  • 89. Moms build Social Momentum for their kids Get them Don’t Walk ahead hold them together back
  • 91. Litmus Test Are you helping her promote her family & herself?
  • 92. Litmus Test It’s not just her profile, it’s Johnny’s Mom’s Facebook Are you helping her promote profile. Don’t&assume her her family herself? social presence is self- centered.
  • 93. Efficiency Validation Social Momentum
  • 94. She’s doing those Efficiency things online to Validation make her family’s Social Momentum life better
  • 95. This is her life
  • 96. Nap Soccer time Game Laundry Work Cook Friends Dinner Grocery Shopping Carpool Give PTA Advice Braid daughter’s Clean hair Dentist
  • 97. Nap Soccer time Game Laundry Fix-It Work Cook Friends Digital is the glue that Dinner fills the cracks Grocery Shopping Carpool Give PTA Advice Braid daughter’s Clean hair Dentist
  • 98. Who can you learn from?
  • 104. Fill the cracks. Efficiency
  • 105. Fill the cracks. Efficiency Is your brand bringing disparate worlds together?
  • 106. Fill the cracks. Validation
  • 107. Fill the cracks. Validation Is your brand one she feels comfortable talking to?
  • 109. Fill the cracks. Social Momentum Is your brand helping her promote her family?
  • 110. Fill the cracks. Efficiency Validation Social Momentum
  • 111. How can you be the glue?