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This presentation is the culmination of months of research for The Martin Agency and The Mom Complex.
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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?
