The document discusses the social nature of motherhood, emphasizing how various aspects of parenting and shopping are interconnected through social interactions rather than brand connections. It highlights emerging trends such as mobile technology, social responsibility, and the importance of community influence in marketing. The text also stresses the need for brands to adapt their strategies to better engage with consumers, particularly mothers, who are active in social networks and seek meaningful connections with brands that support good causes.

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.

3. pregnancy is social

4. breast-feeding is social

5. shopping is social

6. raising children is social

7. self-expression is social

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

15. crowdsourced pricing

16. content generation

17. leveraging influencers

18. collective storytelling

19. inventing new services

20. social utility

21. some interesting stuff
Brands being
social themselves

22. brands getting better at listening

23. employee initiative

24. new service models

25. inventing new services

26. turning customers into media

27. tapping into community

28. inspiring loyalty
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29. some interesting stuff
Other trends are
emerging, too.

30. mobile proliferation

31. the new swiss army knife

32. mobile optimized sites

33. the importance of utility

34. context trumps target

35. gaming dynamics

36. driving traffic

37. audio check in

38. social responsibility

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

41. new brand behaviors
Text

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.

43. mobile payments

44. personalized assistance

45. immersive experiences

46. show, tell and share instantly

47. deals of the day

48. shop from anywhere

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

68. awareness
consideration
intent
support
loyalty
advocacy

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.
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