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When it comes
to moms,
everything is
social, or....
                 @edward boches
                 chief innovation officer, mullen
There’s nothing in
this presentation that you
couldn’t learn on Twitter.
pregnancy is social
breast-feeding is social
shopping is social
raising children is social
self-expression is social
Q: What does every one of
   these examples have in
               common?
A: Not one has anything to do
    with connecting people to
        brands or information.
Moms, social, digital and retail
Moms, social, digital and retail
Fewer than one in ve U.S. online users have
 become "friends" with or "liked" a brand on a
      social network in the past three months.
We overestimate the value of access to
information while we underestimate the
         value of access to each other.
some interesting stuff




                     Brands connecting
                   people to each other
crowdsourced pricing
content generation
leveraging influencers
collective storytelling
inventing new services
social utility
some interesting stuff




                             Brands being
                         social themselves
brands getting better at listening
employee initiative
new service models
inventing new services
turning customers into media
tapping into community
inspiring loyalty




                       Earn TrueBlue
                     points every time
                      you check in at
                      of cial JetBlue
                    terminals using the
                      Go Places app.

                       Get started by
                      downloading the
                           app here
                    http://tinyurl.com/3.
some interesting stuff




                         Other trends are
                          emerging, too.
mobile proliferation
the new swiss army knife
mobile optimized sites
the importance of utility
context trumps target
gaming dynamics
driving traffic
audio check in
social responsibility
social responsibility



83% of consumers will change purchasing habits if it can help make tomorrow’s world a better place to live


82% percent claim supporting a cause makes them feel better about themselves


61% have bought a brand that supports a good cause, up from 52% in 2010 or 2009


64% would recommend a brand that had a good cause behind it


59% would help promote a brand that had a good cause behind it

66% of people globally believe it is no longer enough for corporations to give money; they need to
integrate good causes into day-to-day operations

59% globally (61% U.S.) have a better opinion of companies that do


(Edelman Good Purpose Survey) 2010
social responsibility




                Self-identified moms show the highest
           preference for doing business with socially
       responsible corporations, even more than Gen
          Y (85%): 93% said they would switch their
       brand if another were more involved in a good
           cause and the price was about the same.

(Cone Cause Evolution Study) 2010                        40
new brand behaviors




                      Text
retail trends




  Increased access to the mobile web is freeing the retail experience
                                                                          The introduction of connected technologies into retail environment is
  from the confines of the physical and traditional online environment,
                                                                          changing the ways that stores are able to provide customer service.
  allowing shopping to take place virtually anywhere.


   Creating a flexible in-store environment through design, product       Introducing likeminded products and services into standalone retail
   offerings and promotions ensures that each visit will feel like a      environments shows customers that a brand is confident in their
   brand-new experience.                                                  core offering and looking to further enhance the in-store experience.


   Leveraging collaborations based on aspects such as locale or
                                                                          Physical stores still provide the best means to communicate with
   cultural touchstones maintains a brand’s relevancy in the eyes
                                                                          customers and offer a brand experience.
   of the customer.


                                                                          In the new customer-centric approach to retail, stores need to
   Whether physically or through connected technologies, shopping is      continually find ways to lower barriers to purchase and be prepared
   still best experienced socially.                                       to make a sale whenever a customer is ready.

   In a connected world where access to information is fluid and           Empower customers by providing them with all of the tools needed
   transparency is the expectation, brands must actively take part in      to make an informed purchase decision.
   the conversation; otherwise their customers will do so without them.
mobile payments
personalized assistance
immersive experiences
show, tell and share instantly
deals of the day
shop from anywhere
Social media isn’t the
platforms; it’s consumer
                 behavior.
eight trends      Fact: consumers want to participate
               Insight: invite and inspiring co-creation
eight trends      Fact: consumers want to participate
               Insight: invite and inspiring co-creation

                  Fact: we have complex relationships with media
               Insight: engineer your online presence
eight trends      Fact: consumers want to participate
               Insight: invite and inspire co-creation

                  Fact: we have complex relationships with media
               Insight: engineer your online presence

                  Fact: we join forces to exert in uence
               Insight: develop effective conversation strategy
eight trends      Fact: consumers want to participate
               Insight: invite and inspire co-creation

                  Fact: we have complex relationships with media
               Insight: engineer your online presence

                  Fact: we join forces to exert in uence
               Insight: develop effective conversation strategy


                  Fact: we want to do business with human brands
               Insight: liberate employees to interact and connect
eight trends      Fact: consumers want to participate
               Insight: invite and inspire co-creation

                  Fact: we have complex relationships with media
               Insight: engineer your online presence

                  Fact: we join forces to exert in uence
               Insight: develop effective conversation strategy


                  Fact: we want to do business with human brands
               Insight: liberate employees to interact and connect


                  Fact: community is our new source of content
               Insight: identify and support the new in uencers
eight trends      Fact: consumers want to participate
               Insight: invite and inspire co-creation

                  Fact: we have complex relationships with media
               Insight: engineer your online presence

                  Fact: we join forces to exert in uence
               Insight: develop effective conversation strategy


                  Fact: we want to do business with human brands
               Insight: liberate employees to interact and connect


                  Fact: community is our new source of content
               Insight: identify and support the new in uencers


                  Fact: there is no such thing as perfect
               Insight: architect multiple ways to opt in
eight trends      Fact: consumers want to participate
               Insight: invite and inspire co-creation

                  Fact: we have complex relationships with media
               Insight: engineer your online presence

                  Fact: we join forces to exert in uence
               Insight: develop effective conversation strategy


                  Fact: we want to do business with human brands
               Insight: liberate employees to interact and connect


                  Fact: community is our new source of content
               Insight: identify and support the new in uencers


                  Fact: there is no such thing as perfect
               Insight: architect multiple ways to opt in


                  Fact: we have a new de nition of quality
               Insight: real-time, accessibility, convenience trumps all
eight trends      Fact: consumers want to participate
               Insight: invite and inspire co-creation

                  Fact: we have complex relationships with media
               Insight: engineer your online presence

                  Fact: we join forces to exert in uence
               Insight: develop effective conversation strategy


                  Fact: we want to do business with human brands
               Insight: liberate employees to interact and connect


                  Fact: community is our new source of content
               Insight: identify and support the new in uencers


                  Fact: there is no such thing as perfect
               Insight: architect multiple ways to opt in


                  Fact: we have a new de nition of quality
               Insight: real-time, accessibility, convenience trumps all

                  Fact: attention is the new scarcity
               Insight: earn attention through utility
That’s especially true
when it comes to moms.
and then there are moms      Fact: 63% of women are active in SoMe networks
                          Insight: need to master engagement and conversation strategy
and then there are moms      Fact: 63% of women are active in SoMe networks
                          Insight: need to master engagement and conversation strategy


                             Fact: 51% use Facebook to share product recommendations
                          Insight: elevate word-of-mouth marketing beyond Facebook
and then there are moms      Fact: 63% of women are active in SoMe networks
                          Insight: need to master engagement and conversation strategy


                             Fact: 51% use Facebook to share product recommendations
                          Insight: elevate word-of-mouth marketing beyond Facebook


                             Fact: 54% of all moms read blogs regularly
                          Insight: essential to leverage and promote the new in uencers
and then there are moms      Fact: 63% of women are active in SoMe networks
                          Insight: need to master engagement and conversation strategy


                             Fact: 51% use Facebook to share product recommendations
                          Insight: elevate word-of-mouth marketing beyond Facebook


                             Fact: 54% of all moms read blogs regularly
                          Insight: essential to leverage and promote the new in uencers


                             Fact: 50% of American moms text or update their Facebook status during labor
                          Insight: inspire co-creation, crowdsource, harness conversation
and then there are moms      Fact: 63% of women are active in SoMe networks
                          Insight: need to master engagement and conversation strategy


                             Fact: 51% use Facebook to share product recommendations
                          Insight: elevate word-of-mouth marketing beyond Facebook


                             Fact: 54% of all moms read blogs regularly
                          Insight: essential to leverage and promote the new in uencers


                             Fact: 50% of American moms text or update their Facebook status during labor
                          Insight: inspire co-creation, crowdsource, harness conversation


                             Fact: 92% of two-year-olds in the U.S. have a digital footprint
                          Insight: create tools and apps so mom can document kids’ lives
and then there are moms      Fact: 63% of women are active in SoMe networks
                          Insight: need to master engagement and conversation strategy


                             Fact: 51% use Facebook to share product recommendations
                          Insight: elevate word-of-mouth marketing beyond Facebook


                             Fact: 54% of all moms read blogs regularly
                          Insight: essential to leverage and promote the new in uencers


                             Fact: 50% of American moms text or update their Facebook status during labor
                          Insight: inspire co-creation, crowdsource, harness conversation


                             Fact: 92% of two-year-olds in the U.S. have a digital footprint
                          Insight: create tools and apps so mom can document kids’ lives


                             Fact: 91% of moms with a smartphone won’t leave home without it
                          Insight: context is more important than ever
and then there are moms      Fact: 63% of women are active in SoMe networks
                          Insight: need to master engagement and conversation strategy


                             Fact: 51% use Facebook to share product recommendations
                          Insight: elevate word-of-mouth marketing beyond Facebook


                             Fact: 54% of all moms read blogs regularly
                          Insight: essential to leverage and promote the new in uencers


                             Fact: 50% of American moms text or update their Facebook status during labor
                          Insight: inspire co-creation, crowdsource, harness conversation


                             Fact: 92% of two-year-olds in the U.S. have a digital footprint
                          Insight: create tools and apps so mom can document kids’ lives


                             Fact: 91% of moms with a smartphone won’t leave home without it
                          Insight: context is more important than ever


                             Fact: moms over-index on smartphone use (social, search, mobile web)
                          Insight: mobile optimization needs to embrace responsive web design
Social media requires
    marketers to think
and behave differently.
what has to change:
           mindset



                       audience    community
                      messages     experiences
                          target   engage
                      media plan   interest plan
                       penetrate   collaborate
awareness

consideration

intent




support
loyalty

advocacy
discover




                   le a
                    rn
  y
pla




                        t
                     sac
ent
    e




                    tran
  rta
   in




         connect
Thank you


Content here was sourced from lots of sharing people including @PSFK retail report (42/48); @griner,
@simonmainwaring, Forrester, and others. Thanks to all who share content and ideas in social media.



                                                                                                       70

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Moms, social, digital and retail

  • 1. When it comes to moms, everything is social, or.... @edward boches chief innovation officer, mullen
  • 2. There’s nothing in this presentation that you couldn’t learn on Twitter.
  • 8. Q: What does every one of these examples have in common?
  • 9. A: Not one has anything to do with connecting people to brands or information.
  • 12. Fewer than one in ve U.S. online users have become "friends" with or "liked" a brand on a social network in the past three months.
  • 13. We overestimate the value of access to information while we underestimate the value of access to each other.
  • 14. some interesting stuff Brands connecting people to each other
  • 21. some interesting stuff Brands being social themselves
  • 22. brands getting better at listening
  • 28. inspiring loyalty Earn TrueBlue points every time you check in at of cial JetBlue terminals using the Go Places app. Get started by downloading the app here http://tinyurl.com/3.
  • 29. some interesting stuff Other trends are emerging, too.
  • 31. the new swiss army knife
  • 33. the importance of utility
  • 39. social responsibility 83% of consumers will change purchasing habits if it can help make tomorrow’s world a better place to live 82% percent claim supporting a cause makes them feel better about themselves 61% have bought a brand that supports a good cause, up from 52% in 2010 or 2009 64% would recommend a brand that had a good cause behind it 59% would help promote a brand that had a good cause behind it 66% of people globally believe it is no longer enough for corporations to give money; they need to integrate good causes into day-to-day operations 59% globally (61% U.S.) have a better opinion of companies that do (Edelman Good Purpose Survey) 2010
  • 40. social responsibility Self-identified moms show the highest preference for doing business with socially responsible corporations, even more than Gen Y (85%): 93% said they would switch their brand if another were more involved in a good cause and the price was about the same. (Cone Cause Evolution Study) 2010 40
  • 42. retail trends Increased access to the mobile web is freeing the retail experience The introduction of connected technologies into retail environment is from the confines of the physical and traditional online environment, changing the ways that stores are able to provide customer service. allowing shopping to take place virtually anywhere. Creating a flexible in-store environment through design, product Introducing likeminded products and services into standalone retail offerings and promotions ensures that each visit will feel like a environments shows customers that a brand is confident in their brand-new experience. core offering and looking to further enhance the in-store experience. Leveraging collaborations based on aspects such as locale or Physical stores still provide the best means to communicate with cultural touchstones maintains a brand’s relevancy in the eyes customers and offer a brand experience. of the customer. In the new customer-centric approach to retail, stores need to Whether physically or through connected technologies, shopping is continually find ways to lower barriers to purchase and be prepared still best experienced socially. to make a sale whenever a customer is ready. In a connected world where access to information is fluid and Empower customers by providing them with all of the tools needed transparency is the expectation, brands must actively take part in to make an informed purchase decision. the conversation; otherwise their customers will do so without them.
  • 46. show, tell and share instantly
  • 49. Social media isn’t the platforms; it’s consumer behavior.
  • 50. eight trends Fact: consumers want to participate Insight: invite and inspiring co-creation
  • 51. eight trends Fact: consumers want to participate Insight: invite and inspiring co-creation Fact: we have complex relationships with media Insight: engineer your online presence
  • 52. eight trends Fact: consumers want to participate Insight: invite and inspire co-creation Fact: we have complex relationships with media Insight: engineer your online presence Fact: we join forces to exert in uence Insight: develop effective conversation strategy
  • 53. eight trends Fact: consumers want to participate Insight: invite and inspire co-creation Fact: we have complex relationships with media Insight: engineer your online presence Fact: we join forces to exert in uence Insight: develop effective conversation strategy Fact: we want to do business with human brands Insight: liberate employees to interact and connect
  • 54. eight trends Fact: consumers want to participate Insight: invite and inspire co-creation Fact: we have complex relationships with media Insight: engineer your online presence Fact: we join forces to exert in uence Insight: develop effective conversation strategy Fact: we want to do business with human brands Insight: liberate employees to interact and connect Fact: community is our new source of content Insight: identify and support the new in uencers
  • 55. eight trends Fact: consumers want to participate Insight: invite and inspire co-creation Fact: we have complex relationships with media Insight: engineer your online presence Fact: we join forces to exert in uence Insight: develop effective conversation strategy Fact: we want to do business with human brands Insight: liberate employees to interact and connect Fact: community is our new source of content Insight: identify and support the new in uencers Fact: there is no such thing as perfect Insight: architect multiple ways to opt in
  • 56. eight trends Fact: consumers want to participate Insight: invite and inspire co-creation Fact: we have complex relationships with media Insight: engineer your online presence Fact: we join forces to exert in uence Insight: develop effective conversation strategy Fact: we want to do business with human brands Insight: liberate employees to interact and connect Fact: community is our new source of content Insight: identify and support the new in uencers Fact: there is no such thing as perfect Insight: architect multiple ways to opt in Fact: we have a new de nition of quality Insight: real-time, accessibility, convenience trumps all
  • 57. eight trends Fact: consumers want to participate Insight: invite and inspire co-creation Fact: we have complex relationships with media Insight: engineer your online presence Fact: we join forces to exert in uence Insight: develop effective conversation strategy Fact: we want to do business with human brands Insight: liberate employees to interact and connect Fact: community is our new source of content Insight: identify and support the new in uencers Fact: there is no such thing as perfect Insight: architect multiple ways to opt in Fact: we have a new de nition of quality Insight: real-time, accessibility, convenience trumps all Fact: attention is the new scarcity Insight: earn attention through utility
  • 58. That’s especially true when it comes to moms.
  • 59. and then there are moms Fact: 63% of women are active in SoMe networks Insight: need to master engagement and conversation strategy
  • 60. and then there are moms Fact: 63% of women are active in SoMe networks Insight: need to master engagement and conversation strategy Fact: 51% use Facebook to share product recommendations Insight: elevate word-of-mouth marketing beyond Facebook
  • 61. and then there are moms Fact: 63% of women are active in SoMe networks Insight: need to master engagement and conversation strategy Fact: 51% use Facebook to share product recommendations Insight: elevate word-of-mouth marketing beyond Facebook Fact: 54% of all moms read blogs regularly Insight: essential to leverage and promote the new in uencers
  • 62. and then there are moms Fact: 63% of women are active in SoMe networks Insight: need to master engagement and conversation strategy Fact: 51% use Facebook to share product recommendations Insight: elevate word-of-mouth marketing beyond Facebook Fact: 54% of all moms read blogs regularly Insight: essential to leverage and promote the new in uencers Fact: 50% of American moms text or update their Facebook status during labor Insight: inspire co-creation, crowdsource, harness conversation
  • 63. and then there are moms Fact: 63% of women are active in SoMe networks Insight: need to master engagement and conversation strategy Fact: 51% use Facebook to share product recommendations Insight: elevate word-of-mouth marketing beyond Facebook Fact: 54% of all moms read blogs regularly Insight: essential to leverage and promote the new in uencers Fact: 50% of American moms text or update their Facebook status during labor Insight: inspire co-creation, crowdsource, harness conversation Fact: 92% of two-year-olds in the U.S. have a digital footprint Insight: create tools and apps so mom can document kids’ lives
  • 64. and then there are moms Fact: 63% of women are active in SoMe networks Insight: need to master engagement and conversation strategy Fact: 51% use Facebook to share product recommendations Insight: elevate word-of-mouth marketing beyond Facebook Fact: 54% of all moms read blogs regularly Insight: essential to leverage and promote the new in uencers Fact: 50% of American moms text or update their Facebook status during labor Insight: inspire co-creation, crowdsource, harness conversation Fact: 92% of two-year-olds in the U.S. have a digital footprint Insight: create tools and apps so mom can document kids’ lives Fact: 91% of moms with a smartphone won’t leave home without it Insight: context is more important than ever
  • 65. and then there are moms Fact: 63% of women are active in SoMe networks Insight: need to master engagement and conversation strategy Fact: 51% use Facebook to share product recommendations Insight: elevate word-of-mouth marketing beyond Facebook Fact: 54% of all moms read blogs regularly Insight: essential to leverage and promote the new in uencers Fact: 50% of American moms text or update their Facebook status during labor Insight: inspire co-creation, crowdsource, harness conversation Fact: 92% of two-year-olds in the U.S. have a digital footprint Insight: create tools and apps so mom can document kids’ lives Fact: 91% of moms with a smartphone won’t leave home without it Insight: context is more important than ever Fact: moms over-index on smartphone use (social, search, mobile web) Insight: mobile optimization needs to embrace responsive web design
  • 66. Social media requires marketers to think and behave differently.
  • 67. what has to change: mindset audience community messages experiences target engage media plan interest plan penetrate collaborate
  • 69. discover le a rn y pla t sac ent e tran rta in connect
  • 70. Thank you Content here was sourced from lots of sharing people including @PSFK retail report (42/48); @griner, @simonmainwaring, Forrester, and others. Thanks to all who share content and ideas in social media. 70