WoM: Mom-Fluentials - Harnessing the Power of Moms
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(c) 2006 Word of Mouth Marketing Association.
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@ WOMMA Research Symposium
December 2006 2
Moms Have Always Been Influential
Christine de Pisan:
Sandra Day O’ Conner:
fashion icon 3
And Moms Still Are…
By creating long-term relationships with the
most influential moms and harnessing their
powerful word of mouth capabilities to boost
sales and brand strength, companies can
bypass the competition and put themselves on
the road to new-found growth and prosperity.
Background and Method
In May 2006, Burson-Marsteller partnered with Penn, Schoen and
Berland Associates to conduct a survey of online mothers.
Using its proprietary formula to identify online influencers, Burson-
Marsteller uncovered a new group of mothers, who are powerful
information brokers and exert a significant amount of influence on
their peers’ brand, product and service choices. This group was
coined as the “mom-fluentials.”
1,016 mothers with children between the ages of 0 and 17 were
interviewed online. Among the respondents, 502 were mom-
One half of the sample consisted of women with children between 0
and 5 years old and the other half had children between 6 and 17
E-fluentials comprise 10% of the online U.S. population.
They are active users of e-mail, newsgroups, bulletin boards, listservs and other online vehicles.
E-fluentials account for most of the buzz generated about products and services.
Send e-mails to companies
Send e-mails to politicians
Send e-mails to well-known news and media
Make friends online
Make business contacts online
Provide feedback to Web sites
Forward news and Web site information to others
Participate in chat rooms
Post to bulletin boards
Post to newsgroups
Post to listservs
*Cluster analysis--RoperASW/Burson-Marsteller surveys, 1999, 2001. Also Analyzed in Burson-Marsteller 2003, 2005 surveys 6
How are mom-fluentials different than
typical online moms?
Mom-fluentials generate WOM and shape
Mom-fluentials Are Powerful Advisors
Majority of mom-fluentials are approached for advice and they influence
their peers’ decisions.
92% 91% 89%
I influence the types of My family, friends and I often try new products
products my family, friends colleagues often ask for my before my family, friends and
and collegues buy advice colleagues do
Note: Percentage based on top two boxes
Q39-41: The statements below concern your interactions with others. Please indicate how much you agree or disagree with each statement.
Mom-fluentials Are Open to E-retail
Nine in 10 (86%) of mom-fluentials read emails from retailers they know at
least several times a week.
8% 10% 7%
3% 3% 1% 1% 1%
Almost Several Once a Several Once a Several Too
everyday times a week times a month times a year infrequent
week month to
Q48: How often do you read emails that come from retailers you know?
Mom-fluentials Are Online Business Partners
Mom-fluentials are significantly more likely than their counterparts to forward
coupons and product/service recommendations.
News about current events 13%
Invitations to attend an event 3%
Invitations to join a 4%
networking group 1%
Product/service warnings 6%
Tips on healthcare 5%
Tips on caregiving 1%
Video clips 5%
Q49: Which of the following do you email to your friends and family on a regular basis?
How do you measure success with
Screen for e-fluence factor, follow up and
measure change in attitude/behavior?
Campaign flow chart
Invite to Send Grass-
events updates roots
Measure changes in perception,
behavior and sales
Number of people who consumer the WOM unit by
clicking open an e-mail, visiting a Web site or
downloading a clip.
Increased sales by targeting tech-savy women
% of people who have heard/talked about the WOM
Number of inquiries a brand’s phone line or online
customer service center gets about the WOM unit.
Check-list For Mom-fluential Communications:
Be visible online.
Galvanize mom-fluentials’ power through grassroots
Link offline and online CRM efforts.
Target online and print media.
Listen to customer stories.
Measure word of mouth.
The Big Picture
Director of Knowledge Development