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How to engage with tech-savvy mums & the benefits to your business

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Discussing the key ingredients needed to reach and engage tech-savvy women in the digital age. How businesses can get cut-through in such a noisy and crowded space. What do mums respond to and how to keep them engaged. Unlocking the power of the digital mum and the benefits to your business.

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How to engage with tech-savvy mums & the benefits to your business

  1. 1. 1 Digital Mums: How to engage with tech-savvy women and the benefits to your business @GemmaMFC @MyFamilyClub #TechSavvyMums #MarketingToMums
  2. 2. 2 Why mums are important for your business * BabyCentre: commissions digital usage report * MyFamilyClub - Digital Mums, Tech & Engagement Survey April 2014 – 2800 sample size • Mums mobilise huge amounts of spending power and make roughly 85% of spending decisions in the household. Mums hold the key to the kingdom. • Numerous industries can benefit from targeting mums such as healthcare, travel, cars, property, home tech, banking & finance and not to mention, food! • Mums spend more online quarterly than the general population £251 vs £222 • According to Boston Consulting Group, women control as much as 70 per cent of household purchases and $20tr of consumer spending worldwide. Mummy = Money! • Women will also be responsible for $5tr of incremental spending over the next several years. • 68% of women change their purchase criteria for everything, including clothing, beauty products and cars when they become mothers. Copyright © Gemma Johnson 2014
  3. 3. 3 Inherently social … us mums! * BabyCentre: Babycentre mobile mum report * MyFamilyClub - Digital Mums, Tech & Engagement Survey April 2014 – 2800 sample size • The Smartphone has become mums customer service agent and shopping ‘buddy’ (no more wine-fuelled window shopping with friends – DRAT!). • Mums are constantly evaluating your product or service to determine how well it meshes with her own and her family’s needs. • 32% of mums would make a purchasing decision based on a blog post. • Mums were responsible for driving the blogosphere into the stratosphere. • 18.3 million internet users who are mums read blogs at least once per month. • 87% of mums in the UK have smartphones. • Mums are social leaders and social powers her life. • 75% of mums watch TV and go on their tablet or smartphone with 42% engaging with social media. 51% said they would share a coupon or offer on social media Copyright © Gemma Johnson 2014
  4. 4. 4 My timeline – where can you reach me? My typical day: • 6am – 6.30am – Wake & shower • 6.45am – 7am – Make breakfast • 7am – 7.50am – Get myself dressed and the kids. Make packed lunches. • 8am – Start commute 1.5/1.45 hr • 9.30 - 9.40 – Arrive at work • 6/6.30 – Start commute 1.5/1.45 hr • 8/8.30pm – Arrive home & settle kids • 9pm – Dinner and catch up with husband • 10pm – Bath • 11 – 11.30pm – Bed Key: Smartphone Laptop Tablet Copyright © Gemma Johnson 2014
  5. 5. 5 General tech preferences A typical day of device usage: * comScore Device Essentials – January 2013 UK Copyright © Gemma Johnson 2014
  6. 6. 6 Step 1: Understanding our media consumption UK mums weekly media consumption What do we do online? Digital mums do 41% of their shopping We chat, chat and chat some more oh! and we share things that annoy us, tickle us, make us smile, laugh or cry. We research and plan our busy family lives. Mums still consume traditional media but blend it with modern technology. * IAB Europe’s Mediascope study Copyright © Gemma Johnson 2014
  7. 7. 7 What devices do we use + popular platforms? * MyFamilyClub - Digital Mums, Tech & Engagement Survey April 2014 – 2800 sample size The top 3 devices used by mums weekly: The most popular platforms used were: As you can see, there is overlap on devices and platforms. What is the one device you can’t live without? > Smartphone Laptop 76% Smartphone 65% Tablet 50% 89% 47% 42% Copyright © Gemma Johnson 2014
  8. 8. 8 There’s always one! And one woman said… A kettle! Copyright © Gemma Johnson 2014
  9. 9. 9 Peak time online and our checking habits? How often do you check social media? • Every hour – 47% • 3-5 times per day – 42% • Less than once a day – 11% A recent survey we conducted shows parents(mums) are checking their phone up to 110 per day! – that’s a lot of opportunity with the right marketing messaging. * Graph: data from our 55,000 MyFamilyClub Facebook followers Copyright © Gemma Johnson 2014
  10. 10. 10 So what does all of this mean for YOUR business? • Get word-of-mouth FREE advertising as mums leans on her social networks for self- validation by sharing content and engaging with her community. • Tap into a thriving, highly engaged, social powerhouse that will continue to advocate your business offline at the school gates and beyond. • Massive marketing potential for you via her smartphone as 75% of what she uses it for is an opportunity for you to reach her. • Mums say they value an incentive or recognition on brand websites or social media channels as a reward for their loyalty and effort to spread the word i.e. Tweet this, RT etc • Build a loyal fan base and brand advocates throughout our whole lifecycle. Copyright © Gemma Johnson 2014
  11. 11. 11 3 rules to stay off the Mum Mafia Hit List? Rule #No: 1: Don’t broadcast Listen & Engage Rule #No: 2: Be authentic and transparent Don’t lie or cover up the small print. Hell! Don’t even bother with the small print as we’ll spot the catch a mile off. Rule #No: 3: Respond immediately Negative or positive engagement on any communication channel you need to be quick to respond. Image source: otandet.com Copyright © Gemma Johnson 2014
  12. 12. 12 Brand sentiment – altering opinions • Own up and acknowledge. • You need to be active where there is negative sentiment to allow you to participate in the discussion and change opinions. • Often the effort to make things right, sees a greater positive sentiment occurring than the original negative sentiment. • Turning a negative to a positive can really benefit a brand/business and often only takes one smart reply. • Remember, it’s about acknowledgement! Free tool to measure sentiment Image source: conversocial.com Copyright © Gemma Johnson 2014
  13. 13. 13 A recap & check list • First and foremost, if you haven’t already considered mums as your customer base, then do! • Every business can benefit from the extra attention of mothers. • If you want to reach mum you’ll need to adopt a ‘multi-channel’ approach across devices and media – so getting her at the right time and platform! • Make sure your business is mobile ready with responsive design – remember, we are busy! if it’s too difficult to access or messy and confusing, we’ll switch off. • Be authentic, be truthful and play the long-game. It really pays off! • Talking to her in the right tone of voice. Not patronising, talk to us as a grown ups. • Listen first, engage second and then push product or service once you have built a relationship. • Respond immediately to any feedback both positive & negative. Finally, good luck and hit us ‘mums’ up with some well considered campaigns, in the words of L’Oreal, “because we’re worth it”! Copyright © Gemma Johnson 2014
  14. 14. 14 Gemma Johnson MB: 07515 42 40 40 gemma@gemmajohnson.co.uk Facebook: https://www.facebook.com/myfamilyclub Twitter: http://www.twitter.com/myfamilyclub Website: http://www.myfamilyclub.co.uk @GemmaMFC @MyFamilyClub #TechSavvyMums #MarketingToMums Copyright © Gemma Johnson 2014

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