The days where dad and the kids were the consumers and mom was the shopper are gone. Mom is now driving the consumption behavior. Why? Because, according to her SoLoMo behaviors, she has moved past the "gaming mom" and has now become much more aware of products and benefits. She is getting aware on social sites, and she is researching on parenting blogs and then making the buying choices for her family. Her multimedia consumption is leading to faster, smarter and better buying decisions. Join us as we take a look at media engagement and activating the SoLoMo Mom. We will look at the differences in how media behavior, geography, culture and other demographics impact these statistics.

1. Forget
The
Shopper
Mom…
It's
all
about
the
SoLoMo
Mom

2.
Today
we
are
going
to
see
how
SoLoMo
is
changing
the
way
Moms
are
interac=ng
with
Brands.
2

3. 3
About
Us
Past
Crea=ons:
Story
Currently
Being
wriEen:
Chicago
Digitas:
Technology
and
marke=ng
solu=ons
Beam
Global
Spirits
and
Wine:
Premium
Spirits
Brands
Inspiring
new
and
crea=ve
ways
to
engage
consumers
Barbara
Liss
Director
Digital/Social
Media
Quaker
Foods
at
PepsiCo
Home
San
Francisco
Rhythm
NewMedia:
mobile
video
adver=sing
Buysight:
Now
AOL,
behavior
targe=ng
Making
Offline
and
Online
ac=onable
for
Brands
Past
Crea=ons:
Story
Currently
Being
WriEen:
Rajat
Shroff
VP
Products
at
Brand.net
Home

4.
SoLoMo
(Social
Local
Mobile)
is
changing
the
way
people
are
interac=ng
and
learning
about
Brands
and
Products.
Source:
ITZPublishing
Every
1
minute:
4
2000%
increase
in
social
data
shared
from
2005
to
2013

5. Yesterday’s
mom
(Early
2000s)…
5

6. She
wasn’t
as
digitally
connected
>
3
hours
<
1
hour
2012
2002
Average
=me
mom
spends
online
in
24
hours
Source:
Edison
Research
2012
6

7.
Average
number
of
online
friends
Dad:
96
Mom:70
33%
26%
Have
friended
their
kid
on
a
social
network
Source
Voxox
The
Family
(Kids
+
Dad)
Were
The
Ones
Online
7

8. “Mom,
I
really
want
this!”
“Ok….”
Therefore,
The
Family
Drove
The
Consump=on
Behavior
8

9. Brands
fine
tuned
their
messaging
based
on
this
behavior
Shopper
Consumer
9

10. SoLoMo
has
Changed
Everything…….
10

11. Today’s
Mom
She
is
Connected
Moms
spend
6.1
hours
per
day
on
average
on
their
smartphones.
She
is
Social
Nearly
1
out
of
3
minutes
a
mom
spends
online
is
on
Facebook
She
is
aware
of
things…
11

12. Mom
Clubs
Have
Given
Way
To
Online
Communi=es
That
Are
Fully
Connected
12
80%
of
working
mothers
use
message
boards
or
forums
75%
naming
it
as
one
of
the
top
two
most
valued
resources
for
informaKon

13. “Mom,
I
really
want
this!”
The
Consump=on
Behavior
Now
Has
a
Major
Influencer
“I
know
you
do,
but
my
social
community
told
me
of
something
be?er”
13

14. Brands
Need
To
Change
How
They
Drive
Consump=on
Consump=on
Influencer
Consumer
14

15. 15
About
The
SoLoMo
Mom

16. 93%
of
moms
have
internet
access
at
any
loca=on
16

17. Internet
Is
Mom’s
#1
source
for
info
on
products
and
services
Source
Google
2012-­‐moms-­‐digital-­‐path-­‐to-­‐purchase_research-­‐studies
17

18. 77%
of
moms
follow
1
or
more
brands
on
social
media
23%
follow
10
or
more
brands
smallbusiness.yahoo.com
18

19. Type
of
Social
Media
that
most
affects
the
purchase
decisions
of
US
mom
internet
users
Source:Marketer
Blogs
18.3%
Friends’
opinions
online
20.7%
Product
Reviews
49.5%
19

20. Mom’s
that
have
made
a
purchase
as
a
result
of
a
recommenda=on
on
a
social
site
(Source:
Sta,sta).
20

21. What
Does
This
Mean
for
Brands?
21

22.
Stay
With
The
Consumer
Out-­‐Reach,
But
Stop
Trea=ng
The
Mom
Only
As
“The
Shopper”
Consump=on
Influencer
Consumer
22

23. HOW?
Make
An
Impact
At
the
Right
Place
and
The
Right
Time
23

24. Social:
Content
that
MaEers

25. Mobile:
Beyond
the
Banner

26. Local:
Personal
to
Her

27. 27
Brand.net
connects
Brands
to
Consumers
and
Shoppers
We
are
a
naKonal
focused
digital
adverKsing
plaSorm
driving
consumer
awareness
and
in
store
purchase
with
unrivaled
efficiency
Leading
to
up
to
50%
Increase
In
Sales

28. What Sets Us Apart
Valassis
Offline
soluKons,
together
with
Brand.net
Digital
soluKons,
are
with
your
consumers
along
the
enKre
path
to
purchase
35
billion+
inserts
distributed
via
Shared
Mail
70
billion+
FSI
pages
distributed
6
billion+
solo
newspaper
inserts
distributed
12
billion+
display
impressions
served
(PC,
Tablet
&
Mobile)
1.2
million+
AdverKsing
Signs
and
Coupons
In
Store

29. Sharpshooters®
ONLINE
Syndicated
Brand.net
offers
more
data
sources
than
compe==on
ONLINE
Proprietary
OFFLINE
Syndicated
OFFLINE
Proprietary
TradiKonal
digital
targeKng
approach…
Brand.net
extends
beyond
tradiKonal
digital
targeKng
to
include
addiKonal
online
and
offline
data
sets…

30. Efficient
Reach
Brand.net
provides
the
high
precision
of
tradiKonal
online
targeKng
in
combinaKon
with
expanded
reach
uKlizing
offline
targeKng.
ONLINE
DATA
•
High
precision
•
Limited
reach
OFFLINE
•
Expanded
reach
•
Quality
precision
The
Brand.net
approach
to
Efficient
Reach

31. THANK YOU
31