The Motherhood and the University of Pittsburgh Institute for Entrepreneurial Excellence and the Joseph M. Katz Graduate School of Business conducted in-depth research and analysis of more than a thousand blog posts created by The Motherhood network of bloggers on behalf of our clients to determine what works and what doesn’t work for brands wanting to reach, engage and activate moms online. Following are the preliminary results of the study.

1. TheMotherhoodReports
- and we know moms

2. The Motherhood Reports 2014
EngagingMomsOnline

3. The Motherhood Reports 2014
The Motherhood and the University of Pittsburgh
Institute for Entrepreneurial Excellence and the
Joseph M. Katz Graduate School of Business
conducted in-depth research and analysis of more than a
thousand blog posts created by The Motherhood network of
bloggers on behalf of our clients to determine what works and
what doesn’t work for brands wanting to reach, engage and
activate moms online. Following are the preliminary research
findings.
EngagingMomsOnline

4. WhatWorks?
MILLIONIMPRESSIONS
Our network of thousands of mom bloggers reach nearly
half a billion moms online every month

5. The Motherhood Reports 2014
WhyMomsOnline?
There are more than 4 million mom bloggers and they have many
millions of followers
Half of all bloggers are parents with kids under 18 in
their household
Moms rule social media
Moms are each other’s trusted sources for information on brands

6. MomsRuleSocialMedia
Moms are each other’s trusted sources for information on brands
Source: BabyCenter.com

7. The Motherhood Reports 2014
MomsTrustMoms
59%
Moms
44%
Women
VS.
49%
Moms
33%
Women
VS.
61%
Moms
49%
Women
VS.
52%
Moms
40%
Women
VS.
Recommend via social networks
Discuss on social networks after
seeing an ad elsewhere
Talk about who they follow
on Facebook
Link to company ads
When it comes to companies & brands, moms are more likely to:
Source: ROI Research and Performics

8. The Motherhood Reports 2014
MomsTrustMoms
43%
Moms
28%
Women
VS.
28%
Moms
14%
Women
VS.
65%
Moms
51%
Women
VS.
Post company ads
Post interesting or relevant
content
Learn about a product or
service through a social networks
When it comes to companies & brands, moms are more likely to:
Source: ROI Research and Performics

9. The Motherhood Reports 2014
MomsTrustMoms
56%
Moms
43%
Women
VS.
66%
Moms
51%
Women
VS.
42%
Moms
29%
Women
VS.
44%
Moms
32%
Women
VS.
Follow Up on recommendations
received on social networks
View social networks as a good
source of information
Make a purchase based on
recommendations from social networks
Purchase more from
companies they“Like”
When it comes to companies & brands, moms are more likely to:
Source: ROI Research and Performics

10. The Motherhood Reports 2014
TheMotherhoodReports

11. The Motherhood Reports 2014
The Motherhood and the University of Pittsburgh Institute for
Entrepreneurial Excellence and the Joseph M. Katz Graduate
School of Business conducted a study of blog posts created on
behalf of The Motherhood’s clients. Included in the study were:
19 Brand campaigns
1,025 blog posts
Created by 956 bloggers
TheMotherhoodResearchandAnalysisofBrandCampaigns

12. The Motherhood Reports 2014
TheMotherhoodProcess
Program Design Identify, Recommend
and Engage
Manage Engagement
Track & Report Analyze

13. The Motherhood Reports 2014
TheMotherhoodProcess
Program Design. The Motherhood works with brands and agencies to outline
goals, tactics, milestones and measurement tools for each social media campaign.
Identify, Recommend & Engage the Mom Blogger Teams.
We base our blogger recommendations on in-depth knowledge of and connections
to mom bloggers across the country.
Management. We oversee all aspects of the bloggers’engagement, online and
offline.
Track and Report the program reach, highlights and links.
Analyze results, reach and sentiment of each campaign and its impact.

14. The Motherhood Reports 2014
CampaignsIncludedintheResearch

15. The Motherhood Reports 2014
TheResults

16. The Motherhood Reports 2014
BlogPostImpactAnalysis
Inclusion of photos
Inclusion of a giveaway
Blogger’s Twitter following
Blogger’s Facebook following
Blogger’s audience
Creativity of post
Authenticity of post
Boring vs. interesting
We analyzed the impact of the following blog post attributes

17. The Motherhood Reports 2014
Key Factors in...
TotalImpressions
Inclusion of
stock photos
Inclusion of
personal photos
Creativity of the blog post

18. The Motherhood Reports 2014
Key Factors in...
GeneratingBlogComments
Offering readers
a giveaway
Number of
Twitter followers
Launching a new product

19. The Motherhood Reports 2014
Key Factors in...
IncreasingTwitterCoverage
Authenticity of the
blogger’s voice
An existing product
Inclusion of photos
(stock or personal)

20. The Motherhood Reports 2014
Key Factors in...
IncreasingFacebookCoverage
Meet-ups Inclusion of photos
(stock or personal)
An existing product
(higher engagement than new products)

21. The Motherhood Reports 2014
PostsonBehalfofBrandsResearchers found The Motherhood bloggers’
posts on behalf of brands to be:
1. Honest
2. Genuine and Sincere
3. Informative
4. Relatable
5. Warm Hearted
6. Attention Getting
7. Energetic
8. Creative
9. Strong

22. The Motherhood Reports 2014
PostsonBehalfofBrandsResearchers found The Motherhood bloggers’
posts on behalf of brands NOT to be:
1. Boring 2. Irritating

23. The Motherhood Reports 2014
KeyTakeaways

24. The Motherhood Reports 2014
1. Creative expression and authentic conversations drive engagement.
- Controlling the message hurts the outcome
- More freedom produces more interesting and effective content
2. It’s all about choosing the right bloggers, and not necessarily the big-name bloggers.
3. Re-posts of duplicate information DO NOT improve engagement or product trials.
4. Comments and conversation have moved from blogs to social platforms.
5. Campaigns with strategic targeting of social media platforms are more successful.
6. High-touch programs result in top results.
KeyTakeaways

25. The Motherhood Reports 2014
“Acompany’smostvaluablecustomers
arecustomerswhoarebothexcellent
buyersandmarketers.”— Harvard Business Review

26. The Motherhood Reports 2014
Founded in 2006
Award-winning digital PR and marketing firm
A network of thousands of mom bloggers who reach
nearly half a billion moms online every month
Clients include more than 150 blue chip companies,
national non-profits and industry associations
Offices in Pittsburgh, New York and Seattle

27. The Motherhood Reports 2014
ThankYou
TheMotherhood.com