Digital Moms

Sloane Beaver, Rilee Harman, Divya Lulla, Cristina Hall

VCU Brandcenter, Research Methodologies

Filling the Cracks

Let’s talk about families.

Mom holds the family together

How?

Efficiency

How?

EfficiencyValidation

How?

EfficiencyValidation

Social Momentum

How?

This is nothing new.

This is nothing new.

Multi-taskRead parenting books

Join the PTA

This is nothing new.

Multi-taskRead parenting books

Join the PTA

Now digital is in the picture

Her Digital Family

Her Digital Family

Her Digital Family

Her Digital Family

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

You know moms are online.

Do you know why?

Do you know why?Mom uses digital to make life better for her and her

family.

How?

EfficiencyValidation

Social Momentum

How?

What is Mom Efficiency?

Being fasterBeing smarter

Making it all happen

What is Mom Efficiency?

Being fasterBeing smarter

Making it all happen

What is Mom Efficiency?

Getting more productivity bang for her energy buck.

She’s a mom on an online mission.

She’s a mom on an online mission.

90% of moms describe themselves as task-oriented internet users. When she’s online, she has a purpose.

She’s a mom on an online mission.

90% of moms describe themselves as task-oriented internet users. When she’s online, she has a purpose.

“I barely have enough time to do much else, so I’m very focused about

my internet use.”

She’s actually on 10 missions.

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.

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.

“If I weren’t a mom I wouldn’t feel so compelled to multi-task. I’d have fewer

immediate demands.”

Her Digital To-Do List

Pay bills

Plan dinner

Plan Spring Break

Buy clothes for me

Buy clothes for

the kids

Plan birthday

partyEmail friend

Find decorating

ideas

Check Facebook

Tell bedtime stories

Organize carpool

Find exercise routine

Read the news

Her Digital To-Do List

What does she use to get it all done?

What does she use to get it all done?

89% of moms say that their smartphones are their

personal assistants

Emails

GPS

Banking

Camera

Find phone numbers

Notepad

Find places to eat

Look up recipes

Emails

GPS

Banking

Camera

Find phone numbers

Notepad

Find places to eat

Look up recipes

“It’s my personal assistant because:It can find places to eat, especially

when you’re out of town or traveling. It has GPS so you don’t

get lost. It can locate phone numbers easily, especially if have an appointment and are running

late. You can check and respond to e-mails while you’re at the kids

games.”

It’s her scrapbook in fewer than 10 clicks.

Take photo

Instagramit

Take photo

Instagramit

Upload to Facebook

Take photo

Instagramit

Tweet it

Upload to Facebook

Take photo

Instagramit

Email it to

Grandma

Tweet it

Upload to Facebook

Take photo

Instagramit

Email it to

Grandma

Who wants ice cream?

Tweet it

Upload to Facebook

Take photo

Digital is not just her personal assistant.

Digital is not just her personal assistant.It’s her secret lover.

“It draws me away from my family.”

“It distracts me from my kids.”

Litmus Test

Litmus Test

Are you helping her accomplish more? Are you helping her accomplish it faster?

Are you streamlining her to-do list?

Litmus Test

Are you helping her accomplish more? Are you helping her accomplish it faster?

Are you streamlining her to-do list?

Don’t be a distraction.Help mom have more time and more energy for the things that

really matter.

What is Mom Validation?

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.

What is Mom Validation?

This is Kristin.

This is Kristin.

Before Kristin was born, her mom had nothing in her life more important

than herself.

This is Kristin.

Before Kristin was born, her mom had nothing in her life more important

than herself.She had no idea what to expect.

A Moms Over 30 message board allowed her to share the birth of her child, fears and frustrations and her

TMI “only a mom would get it” moments.

A Moms Over 30 message board allowed her to share the birth of her child, fears and frustrations and her

TMI “only a mom would get it” moments.

She was more confident going into motherhood.

When Kristin was born 2 lbs lighter than her twin her mother posted a

photo to RAMOM.

When Kristin was born 2 lbs lighter than her twin her mother posted a

photo to RAMOM.

One of the members immediately sent her an

email saying: “don’t worry about one

being smaller than the other. My twins were like that too.”

Kristin’s mom received an email about colic from a friend.

Kristin’s mom received an email about colic from a friend.

She was able to reassure another mother in return.

Kristin went through a Mean Girls Phase in school. She stopped

receiving invites to parties.

Kristin went through a Mean Girls Phase in school. She stopped

receiving invites to parties.

Her mother used the internet to try to

understand bullying.

When Kristin started hanging out with the fast crowd, Mom used Facebook to make sure Kristin was doing ok.

When Kristin started hanging out with the fast crowd, Mom used Facebook to make sure Kristin was doing ok.

Keeping tabs on Kristin can help her Validate her

efforts as a mom.

She asked her Facebook friends for advice on being an empty nester.

She asked her Facebook friends for advice on being an empty nester.

When Kristin left for college, her mom knew where to find support.

That was Digital Validation.

But what does Physical validation look like?

That was Digital Validation.

Digital Validation Physical Validation

Digital Validation Physical Validation

Digital Validation

Anonymity leaves her judgement-free

Physical Validation

Digital Validation

Anonymity leaves her judgement-free

Physical ValidationYour friends might give you answers, but they know your dirty laundry

Digital Validation

Anonymity leaves her judgement-free

Physical ValidationYour friends might give you answers, but they know your dirty laundry

She doesn’t have to wait for Google to call her back

Digital Validation

Anonymity leaves her judgement-free

Physical ValidationYour friends might give you answers, but they know your dirty laundry

She doesn’t have to wait for Google to call her back

Friends, family and doctors aren’t on call 24/7

Litmus Test

Litmus Test

Are you allowing her to be open and honest?Are you making her feel comfortable

asking questions?Are you making her more nervous?

Litmus Test

Are you allowing her to be open and honest?Are you making her feel comfortable

asking questions?Are you making her more nervous?

Engage her in a straightforward & non-judgmental dialogue. Let

her know it’s okay to have questions.

What is Social Momentum?

Helping her kids gain social tractionPreventing them from being the kids stuffed in the lockerAvoiding embarrassing mom stigma

What is Social Momentum?

Helping her kids gain social tractionPreventing them from being the kids stuffed in the lockerAvoiding embarrassing mom stigma

What is Social Momentum?

Helping her kids get ahead and knowing when to not

hold them back

Moms build Social Momentum for their kids

Moms build Social Momentum for their kids

Get them ahead

As kids age, their moms’ online presence shifts gears

Moms build Social Momentum for their kids

Get them ahead

When kids join Facebook, this is a huge game changer.

Don’t hold them

back

Moms build Social Momentum for their kids

Get them ahead

Don’t hold them

back

“Being a mom - I learn to do it their way because I love being a part of their

lives.”

Moms build Social Momentum for their kids

Get them ahead

Don’t hold them

back

Walktogether

Litmus Test

Litmus Test

Are you helping her promote her family & herself?

Litmus Test

Are you helping her promote her family & herself?

It’s not just her profile, it’s Johnny’s Mom’s Facebook profile. Don’t assume her social presence is self-

centered.

EfficiencyValidation

Social Momentum

EfficiencyValidation

Social Momentum

She’s doing those things online to

make her family’s life better

CarpoolCarpool

This is her life

Grocery Shopping Carpool

Soccer Game

Nap time

Dentist

PTA

CarpoolCarpool

Laundry

Give Advice

Cook Dinner

Braid daughter’s

hair

Work

Clean

Friends

Grocery Shopping Carpool

Soccer Game

Nap time

Dentist

PTA

CarpoolCarpool

Laundry

Give Advice

Cook Dinner

Braid daughter’s

hair

Work

Clean

FriendsDigital is the glue that fills the cracks

Fix-It

Who can you learn from?

Fill the cracks.

Fill the cracks.

Efficiency

Fill the cracks.

Efficiency Is your brand bringing

disparate worlds together?

Fill the cracks.

Validation

Fill the cracks.

Validation Is your brand one she feels

comfortable talking to?

Fill the cracks.

Social Momentum

Fill the cracks.

Social Momentum Is your brand helping her

promote her family?

Fill the cracks.

Social Momentum Validation Efficiency

How can you be the glue?