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Digital Moms
- 1. Filling the Cracks SloaneBeaver, Rilee Harman, Divya Lulla, Cristina Hall VCU Brandcenter, Research Methodologies
- 2. Let’s talk aboutfamilies.
- 6. Mom holds thefamily together
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- 10. How? Efficiency Validation Social Momentum
- 11. This is nothingnew.
- 12. This is nothingnew. Multi-task Read parenting books Join the PTA
- 13. This is nothingnew. Now Multi-task picture digital is in the Read parenting books Join the PTA
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- 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 momsare online.
- 20. Do you knowwhy?
- 21. Mom uses digitalto make life better know why? her Do you for her and family.
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- 23. How? Efficiency Validation Social Momentum
- 24. What is MomEfficiency?
- 25. What is MomEfficiency? Being faster Being smarter Making it all happen
- 26. What is MomEfficiency? Being faster Getting more productivity bang Being smarter for her energy buck. Making it all happen
- 27. She’s a momon an online mission.
- 28. She’s a momon 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 momon 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.”
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- 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 sheuse to get it all done?
- 36. What does sheuse 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 scrapbookin fewer than 10 clicks.
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- 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 notjust her personal assistant.
- 48. Digital is notjust her It’s her secret lover. personal assistant.
- 49. “It draws meaway from my family.”
- 50. “It distracts mefrom my kids.”
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- 52. Litmus Test Areyou 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 MomValidation?
- 55. What is MomValidation? 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.
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- 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 Over30 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 Over30 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 wasborn 2 lbs lighter than her twin her mother posted a photo to RAMOM.
- 62. One of themembers 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 receivedan email about colic from a friend.
- 64. Kristin’swas able toreassure She mom received an email about colic from a friend. another mother in return.
- 65. Kristin went througha Mean Girls Phase in school. She stopped receiving invites to parties.
- 66. Her mother usedthe Kristin went through a Mean Girls internet to try to Phase in school. She stopped receiving invites to parties. understand bullying.
- 67. When Kristin startedhanging out with the fast crowd, Mom used Facebook to make sure Kristin was doing ok.
- 68. Keeping tabs onKristin 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 herFacebook friends for advice on being an empty nester.
- 70. When Kristin leftfor 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
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- 80. Litmus Test Are youallowing her to be open and honest? Are you making her feel comfortable asking questions? Are you making her more nervous?
- 81. Litmus Test Engage herher 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 SocialMomentum?
- 83. What is SocialMomentum? Helping her kids gain social traction Preventing them from being the kids stuffed in the locker Avoiding embarrassing mom stigma
- 84. What is SocialMomentum? 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
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- 91. Litmus Test Are youhelping her promote her family & herself?
- 92. Litmus Test It’s notjust 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 herlife
- 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 youlearn from?
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- 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?
- 108. Fill the cracks. SocialMomentum
- 109. Fill the cracks. SocialMomentum Is your brand helping her promote her family?
- 110. Fill the cracks. Efficiency Validation Social Momentum
- 111. How can yoube the glue?