How to unlock the purchasing power of digital mums through social media

1. Unlocking the buying power of digital
mums through social media
Nov4th 2009, London

2. Digital Mums Workshop Agenda
 12.00pm Introduction  2.25pm Facebook – how to
 12.10pm Digital Mums - why target your audience and
they are important? engage with them
 12.30pm Search v Buzz  2.45pm Twitter – How to get
 12.40pm Tips for a good web started and build an audience
store. quickly
 1.00pm How to Listen online  3.10pm Targeted advertising
and engagement on YouTube
 1.20pm Identify the key
influencers and the  3.30pm Casual Gaming –
appropriate websites Why are mums engaging with
it so heavily?
 1.40pm – Break
 3.45pm Some useful websites
 2.00pm - Blogs – your blog
or an existing mummy blog?

3. Social media:
where people can connect
and communicate with
others online

4. Amount of time spent online in UK
18
Note: Size of bubble represents Total Time Spent per Month
16
14
Aver Usage Days per Visitor
12
Facebook
10 Google.co.uk
MSN.co.uk
AOL.co.uk
8
Yahoo
Bebo
6
Sky.com Ebay YouTube
4
BBC.co.uk
ITV.com MySpace
2
0
0 10 20 30 40 50 60 70 80 90
Reach (%)

5. What is a Digital Mum?
 A digital mum is a woman with a child under 18 years
of age that uses at least two pieces of Web 2.0
technology per quarter.
 Digital mums account for 40% of all women online
 Digital mums engage more with social networks (65%)
and SMS (56%) than with news sites (51%), and just as
many can be found gaming online or via a gaming
console (52%)
 Social media, text messaging, instant messaging and
gaming are the main digital media used by mums

6. News Clip re Digital Mums in the US

7. Digital Mums
Age:
 Mums who use the internet and have babies and very young
children (0-4 years old), are far more likely to visit family and
kids websites (61%) and banking and finance sites (63%).
 Facebook users median age is now 33, up from 26 in May
2008,
 The average Twitterer is still 31, a figure that has remained
stable over the past year. By comparison,
 MySpace users' median age is 26, down from 27 in May 2008,
 LinkedIn is 39, down from 40

8. Media Multitasking:
 Once the kids are in bed, mums take to the web to tackle
tasks or enjoy “me-time” - 65% access the internet
between 5.30pm-9pm.
 They are also apt to multitask with media: 17% use the
internet while watching TV
 Some 69% of women with children do something less
often as result of time spent on the internet.

9. Why does it matter?
 Mums surveyed spend over 18.5 hours per week online
and over 8 of those hours are spent on social networks
 Digital moms surveyed said the most valuable sources
of information were from friends (62.4%), other
consumers (50.1%) and industry experts (35.8%)
 See the survey http://tinyurl.com/bw4ytn

10. Why it matters
 Shopping:
 Digital mums are more frequent
online shoppers than women
without children - 79% of digital
mums have bought items
online, spending an average of
644 euros and buying 10 items in
just six months.
 Mothers of younger children are
the most likely to buy online -
86% of women with children age
0-9 bought a product or service
online, compared with 75% of
women with children aged 10-18.
 The European Interactive Advertising Association (www.eiaa.net)

11. Video on UK Digital Mums

12. Tips for advertising to women
online
 Think clever creative –campaigns, not
gimmicks, to connect effectively with your
audience.
 Broadband implications - Think about the
creative possibilities – web coffee mornings?
 Look at environment-does the particular online
environment really appeal to women?

13.  Understand evolving media– recognise how women’s
use of different media is evolving and becoming more
complex
 Develop an interactive relationship-Because of this
complexity, advertisers can create a more interactive
relationship with female consumers online.
 Seek out new routes-Online advertising offers greater
variety and creative opportunities than simply
running a series of ad banners.

14. •Think prime time –online is the second most used
media during the day behind radio
•Test and improve –online is all about learning from
your campaigns and improving creative and planning.
Learn from big brands
•Study trends –Keep up on what’s hot and how women
are using the internet to in their day-to-day lives -
blogging, instant messaging, chat etc
•Never assume stereotypes for mums

15. Search v Buzz
Search Buzz

16. SEO v SEM

17. Buzz is when people talk about you with
interest online and offline

18. Buzz = more awareness
Awareness leads to search
but
Does search lead to sales on your
website?

19. Ask David Meers
From

20. Understanding the Traffic
and
Monitoring the Buzz
Tim Hodder

21. “Half the money I spend on
advertising is wasted; the trouble is
I don't know which half”
John Wannamaker
US department store merchant (1838 - 1922)

22. Good monitoring will allow you to
 Understand whether your website is working
 Understand how well individual campaigns are
working
 Identify where your product is being talked about
 Be aware of bad (and good) comments about your
products and allow you to react to them
 Understand competitor issues

23. Some free tools
 Google news alerts
 http://www.google.co.uk/alerts?hl=en
 Simple to setup
 Simple to understand
 May result in ‘overload’

24. Some free tools
 Google analytics
 http://services.google.com/analytics
/tour/index_en-US.html
 Comprehensive information
 Free of charge
 Requires code to be inserted in
your website

25. Some free tools
 Facebook search
 http://www.facebook.com/search
 Simple
 Identify influential groups

26. Some free tools
 Blogsearch
 http://blogsearch.google.com/blogsearch
 Currently ‘in beta test’
 Identify influential bloggers

27. Some free tools
• Twitter search
 http://search.twitter.com/
 Simple to use
 Limited to the previous 9 days
 Difficult to understand the
influencing power

28. Bringing it all together
 ‘Sentiment report’
 Gathers information from
 Websites
 News feeds
 Blogs
 Blog replies
 Forums
 Tweets
 Facebook
 Youtube
 etc
 And analyses
 Sources
 Keywords
 Levels of influence
 Gender, Age
 Geographic location
 Sentiment
 Available as regular reports or online access

29. Think of social media like a cocktail party

30. Mummy Bloggers news clip

31. 5 mummy blogs and one forum
http://timesonline.typepad.com/alphamummy/
http://mummywhisperer.wordpress.com/
http://www.workingmums.co.uk/working-mums-magazine/blog/
http://www.theyummymummy.blogspot.com/
http://www.gurgle.co.uk/groups/default.aspx
Tesco Forum

32. How to build a blog in 5 minutes

33. How do they make money?

38. Twelpforce by Best Buy

40. What is
?

41. Is a video sharing site where users can upload and share videos
www.youtube.com was founded in Feb 2005 by Steve Chen, Chad
Hurley and Jawed Karim
Sold to Google Inc in Oct 2006 for 1.65 Billion dollars
2nd biggest search engine in the world. 4th most visited
site in the UK

42. 20 hours of new videos are uploaded to the
site every minute, and that around three
quarters of the material comes from outside
the United States
On October 9, 2009, the third anniversary of the
acquisition by Google Ltd Chad Hurley announced
in a blog posting that YouTube was serving "well
over a billion views a day" worldwide.
Unregistered users can watch the videos, while registered
users are permitted to upload an unlimited number of videos

43. How do businesses targeting digital
mums use

44.  Product information
 Viral Marketing
 Site support
 Branding

45. &

46. &

47. &
Advertising

49.  Types of YouTube advertising
 Brand Channel
 Contest
 Youtube homepage
 Display adds
 Youtube promoted videos
 Partnerships

50. Let’s place a
non- homepage
advert

51. Some groups fuel conversation but with no
commercial strategy

52. Most corporations are providing one way
conversation through pages

53. Britax benefit from two way conversation
with potential customers

54. There are companies that focus entirely on
branding Facebook pages

55. Source: Facebook Internal Data, May 2009
Over 50% of UK users are over 25 years old
Facebook has a mainstream UK user base

56. Facebook is part of the daily routine for users
30 mins per day 2 visits per day 50% return daily
Source: Comscore Dec 2008 & Facebook Internal Data, Feb 2009

57. Facebook Homepage Adverts

58. Engagement Ad units

59. Facebook video advert

60. Events Ad unit

61. Gift ad units

62. Poll or survey ad units

63. Mums and Casual Gaming

64. What is a “Casual Game”?
• Casual games are defined as “video games developed
for a more mature audience, even those who do not
normally regard themselves as a gamer”
• Fun, addictive, quick to access, easy to learn and
require no previous special video game skills, expertise
of regular time commitment to play
• Users playing casual games are highly engaged with
the content they are being delivered, leading to high
click through rates for brands advertising in this
environment
• Played online, through games portals/game channels
or social community sites

65. Why Adult Women play Games
To take a break/ relax
To pass time
To stimulate my brain
To achieve certain levels/scores or obtain a skill
To compete against others
To win money/prizes and accumulate points
To reward myself
To do something together with others
To practice for playing offline games with others
“Casual gamers are 22% more likely than the general population to seek
information about new products” (Interpret Casual Gaming Report, 2008)

66. 2009 UK National Gamers Survey
Source: 2009 UK National Gamers Survey by TNS and Gameindustry.com

67. Integration Case Study: Herbal Essences
• 30k unique users / day MetrixLab*: “The Herbal Essence research
was one of the best brand campaigns to date
• 100k games / day 500k minutes / day of with great brand uplift scores between control
brand engagement!! and exposed groups. In some cases with
• 5 mins + / user / day double digit scores above benchmarks”

68. Pre-Game MPU Case Study: Club Med

69. eSocialMedia provides in game
advertising solutions through
partner DoubleFusion

70. Some other useful websites

71. Record presentations on your
screen and distribute on YouTube

72. Free Webinar Tool

73. Questions?
Colm Hannon
colm.hannon@esocialmedia.co.uk
0800 612 8367