Clicks and Cravings: Social Media & Moms

CLICKS & CRAVINGS: Social Media & Mom

July 2012 | A HARTMAN GROUP & MSLGROUP AMERICAS STUDY

2 © 2012 The Hartman Group, Inc. Click & Cravings: Social Media & Mom

MSLGROUP FOOD & BEVERAGE SPECIALTY

Food and beverage marketing and PR • Category leader in digital food and

nutrition communications

Clients nationwide from farm to fork, consumer and industry focused

Registered Dietitians on staff; in-house culinary and nutrition center

Offices nationwide

Part of MSLGROUP, a top-five global PR and events marketing firm

Under the Publicis umbrella


Proprietary Moms Data and Insights from Clicks & Cravings A Hartman Group and MSLGROUP AMERICAS Syndicated Study

CLICKS & CRAVINGS: The Impact of Social Technology on Food Culture

In tandem with smart communications counsel, the Clicks & Cravings report is a powerful tool to help brands strategize their approach to social and digital media.


QUALITATIVE AND QUANTITATIVE STUDY

Ethnographic, in-home studies • 25 studies in Seattle and Chicago • Diverse sample (generation, children, SM

and food engagement) • $60,000+ HHI (excepting younger Millennials) • Visit followed social media fast and feast

National online survey • December 2011; 1641 U.S. online adults, 18-64,

nationally representative (including 1164 females; 404 moms with kids under 13)

• Both users and non-users of social media

What it isn’t • Analysis of web traffic and usage data • Review of best practices among food

& beverage marketers


Key findings about Moms, a critical segment for food & beverage marketers

•  Moms conEnue to play a central role in household grocery shopping and food preparaEon

•  ALracEve target for interacEve markeEng and earned-‐media campaigns

•  High engagement with social media/social networking and mobile technology

•  Diminished use of television


How Moms differ from women without children

•  Moms are moEvated by solving family needs •  More engaged with social networking and online sources for meal planning advice, recipe or food preparaEon Eps, and online coupons for savings

•  Compared to men, Moms tap social media more to explore new foods for home prep, less to discover new restaurants to try

•  For older Moms, especially, motherhood is a key impetus for social media engagement •  Inform their shopping decisions with crowdsourced product reviews

•  Share daily parenEng experiences with family/friends via social networks

•  Millennial Moms are the most interested in using online networks and resources for meal planning, new restaurants to try, learning about new foods or nutriEon


How Moms differ from women without children

•  Moms are connecEng while shopping more than women without children •  Calling or texEng someone at home about needed items sEll the primary use

•  Also using phones for shopping lists, social media connecEon, recipes, coupons

•  Moms, especially Millennial Moms, are more willing to connect with food and beverage brands via Facebook •  Key to engagement: Finding the right voice and the desired mix of savings and informaEon

8 © 2012 The Hartman Group, Inc Click & Cravings: Social Media & Mom

The Connected Mom


Moms continue to be responsible for a large portion of their household’s grocery shopping and food

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Do most of HH grocery shopping

Prepare most of kids food

S9. “How much of your household's food and beverages shopping are YOU responsible for?” S10. “When it comes to preparing foods and beverages for your child(ren) at home who are younger than 13 years, how much of this do you do as opposed to other adults?” Moms of 0-‐12 year olds n=404, Dads of 0-‐12’s n=110.

MILLENNIAL MOMS

MILLENNIAL MOMS

GENX MOMS

GENX MOMS

GENX DADS

MILLNNIAL DADS

GENX DADS

MILLNNIAL DADS

Parents who say they do MOST (more than 60%) of their family’s shopping and cooking


Moms rely on a broad support network, but for parenting Moms lean on family, close friends and doctors the most

1%

7%

9%

14%

12%

9%

15%

12%

32%

40%

55%

59%

9%

11%

19%

16%

20%

23%

18%

29%

19%

40%

30%

28%

10%

19%

28%

30%

31%

32%

32%

41%

51%

80%

85%

87%

Roommates

A club or group that connects regularly for fun or support

People I don't know personally but who share my interests or situation in life

Experts...who make their living providing advice about things I'm interested in

Workplace or professional colleagues

Neighbors

School-teachers, pastors or other community leaders

Friends other than my 10 closest friends

Doctors, pediatricians, or health professionals

My 10 closest friends

Family members I live with

Family members who I don't live with

Resources for parenting Other resources

N4. Which, if any, of these resources have you used or relied on at any Eme during the past 12 months, as a source of INFORMATION OR INSPIRATION? N4A.Which, if any, of these has been a source of informaEon or inspiraEon for you when it comes to PARENTING? Moms w/Children < 13, n=404.

People relied on as a source of information or inspiration by Moms of children less than 13 years old

Portion relied on for

parenting

68%

65%

50%

64%

29%

45%

28%

37%

46%

32%

39%

14%

= 59/87

= BoLom 3

= Top 3 most likely to be relied on for parenEng


Moms have adopted social networking at similar rates as other women. Seven-out-of-eight online moms use Facebook each month.

Sites/Resources used in past 30 days

N4. “Which, if any, of these specific sites, services or tools have you used during the PAST 30 DAYS?” (Yes) Total Females n=1134, Moms w/Children < 13 n=404.

1%

7%

8%

11%

12%

23%

28%

88%

1%

7%

8%

10%

16%

22%

27%

84%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Renren

Pinterest

Windows Live Profile

Myspace

Linkedin

Twitter

Google+ (i.e. Google's new social website)

Facebook

Total Female Adults

Moms w/Children < 13

Seven-‐out-‐of-‐eight online moms use Facebook each month.


18.4 Moms with kids>13

15.2 Moms with kids<13

14.0 Women 18-64 8.4 Men 18-64

Moms represent the most engaged social networking adults

Mean Hours Per Month Social Networking Online

NX2. “Approximately how many hours would you say you engage in each of these acEviEes on average during a typical week?” Base: All respondents (those who indicate no usage per NX2 assumed to use 0 hours). Monthly esEmate = weeklyx4. Moms with kids 0-‐12, n=404; Moms with kids 13-‐17 but not 0-‐12, n=117;. All women 0-‐64, n=1134, All men 18-‐64yo, n=507.


Almost half of all Moms check their online social networks every day

AcEviEes engaged in daily

N9. “During the past 12 months, how onen have you engaged in each of these acEviEes on average?” (Combined: Almost daily + More than once a day) Total Females n=1134, Moms n=404.

6%

11%

12%

25%

27%

44%

6%

9%

9%

22%

24%

41%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Maintain my own blog (through WordPress, Blogger, Tumblr or similar) (n9)

Post photos or videos to share through social networking sites such as Facebook, MySpace,

LinkedIn or Twitter

Contribute comments to a discussion on a website, online community or blog I follow closely

Contribute written entries on a social networking site or tool such as Facebook, MySpace, LinkedIn or

Twitter

Contribute online 'Likes,' '+1's' or other simple or easy recommendations of items to people I'm

connected with

Read/browse postings contributed by others on a social networking site or tool such as Facebook,

MySpace, LinkedIn, or Twitter

Total Female



Moms read and contribute to online review resources regularly

AcEviEes engaged in weekly

N9. “During the past 12 months, how onen have you engaged in each of these acEviEes on average?” (Combined: Almost daily + More than once a day + 2-‐3 Emes a week + Once a week; ) Total Females n=1134, Moms n=404.

23%

42%

18%

35%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Contribute product reviews to a shopping, travel, food or

entertainment website such as Amazon, AllRecipes or Yelp

Read reviews contributed by other users on a shopping, travel, food or

entertainment website such as Amazon or Yelp

Total Female Adults



Motherhood is an important impetus to use review sites, and for Gen-X Moms to share photos with their social networks and share ideas in online discussions

N9. “During the past 12 months, how onen have you engaged in each of these acEviEes on average?” (Based on usage reported Daily = Almost daily + More than once a day) Moms=Has kids 0-‐12 years old). Total Millennial Females n=399, Millennial Moms n=185; Total Gen-‐X Females n=337, Gen-‐X Moms n=172.

What Mom Said: “I got started when Tony was born. I was isolated and not seeing a lot of people so it was a way to keep in touch and let friends see him grow” – Nina, Gen X Mom

Read reviews contributed by other users on a shopping, travel, food or entertainment website such as Amazon or Yelp

Contribute product reviews to a shopping, travel, food or entertainment website such as Amazon, AllRecipes or Yelp

Post photos or videos to share through social networking sites such as Facebook, MySpace, LinkedIn or TwiLer

Contribute wriLen entries on a social networking site or tool such as Facebook, MySpace, LinkedIn or TwiLer

Maintain my own blog (through WordPress, Blogger, Tumblr or similar)

Contribute online 'Likes,' '+1's' or other simple or easy recommendaEons of items to people I'm connected with

Contribute comments to a discussion on a website, online community or blog I follow closely

Read/browse posEngs contributed by others on a social networking site or tool such as Facebook, [etc.]

Moms Social Media Usage Index Millennial Moms

(Index vs All Millennial Women) Gen-X Moms

(Index vs All Millennial Women)

105

140

104

110

104

127

163

123

80 100 120 140 160 180

99

103

103

103

103

105

126

130

80 100 120 140 160 180


1%

0%

10%

3%

31%

37%

12%

9%

24%

9%

23%

19%

24%

60%

52%

58%

74%

76%

0% 20% 40% 60% 80% 100%

Tablet computer (such as iPad, Kindle Fire, Galaxy Tab)

Gaming console (such as XBox, Wii)

Smartphone (such as iPhone, Blackberry, Android)

Mobile phone that’s not a smartphone

Desktop computer

Laptop computer

Other used

1%

0%

9%

2%

30%

38%

10%

6%

21%

9%

20%

16%

20%

45%

48%

56%

72%

74%

0% 20% 40% 60% 80% 100%

Tablet computer (such as iPad, Kindle Fire, Galaxy Tab)

Gaming console (such as XBox, Wii)

Smartphone (such as iPhone, Blackberry, Android)

Mobile phone that’s not a smartphone

Desktop computer

Laptop computer

Used most often for social networking Other for social networking

Like other women, Moms typically access social networking on laptop or desktop computers, and smartphones when available

N8. In the past 12 MONTHS, which, if any, of these devices or resources have you used regularly? N10. During the PAST 30 DAYS, what devices or technologies have you used to READ OR CONTRIBUTE TO a social networking site or tool such as Facebook? N11. And which have you used MOST OFTEN for this in the past 30 days? Base: All respondents. Total Females n=1134, Moms w/Children < 13 n=404.

Devices used: All Female Adults Moms of kids 0-‐12


Connected Moms & Traditions


TRADITIONS. Connected Moms turn to online resources to learn about food

Spend more Eme engaged online about food

Equally engaged with online and print about food

Spend more Eme engaged with print about food

Time spent learning or reading about food

F6. All things considered, would you say you spend more Eme reading or learning about food from print publicaEons or from online sources? Moms n=404

Consumer shows us her favorite food blog.

“I first go to Epicurious and then AllRecipies.com. That’s how I find inspira<on for the meals I’m planning.” –Mom in SeaBle

48% 35%

16%

TradiEons


28%

29%

32%

56%

62%

Got ideas about what to buy or where to go from my friends

online

Built my grocery shopping list using a website or smartphone

app

Searched for a retailer that carried the food/beverage item I

wanted

Searched online recipes to figure out I needed

Searched for online/digital coupons/specials

Moms with Kids <13

TRADITIONS. Moms look to public communities for deals and recipes

FX1. Which of these ways have you used the internet or any mobile phone or other online tools during the past 30 days: Before a trip to the store? (n=404 Moms with Kids under 13)

Pre-Shopping Use of Online Tools (including phone and internet)

Moms desire beLer and more highly specialized tools for shopping and meal planning. Consumers struggle with too much informaEon. Moms want easy-‐to-‐use apps that can make shopping, meal planning and saving money easier for them.

TransacEons


TRADITIONS. Moms use Social Media to discover new restaurants and for meal planning ideas

19%

19%

24%

24%

25%

27%

34%

39%

Alerts about food safety (e.g., product recall)

Foods or beverages to avoid

Nutrition and ingredients

New brands of foods or beverages to try

New types of foods or beverages to try (such as ingredients, cuisines)

Restaurants to avoid

Meal planning (e.g., new recipes to make)

New restaurants to try

All Females Moms w/Children <13 Millennial Moms Gen X Moms

F12. In general, what kind of food topics are you most interested in when using social networking site and tools such as Facebook or TwiLer? All females n=1,134; Moms n=404 ; Millennial Moms n =185; Gen X moms = 172

Millennial Moms are more likely to rely on social media for meal planning, restaurants to avoid bad restaurants, discovery of new foods & information on nutrition

Moms are more likely than females without kids to use social media for meal planning (40% vs. 30%)

TradiEons


TRADITIONS. Moms are less likely to share photos of meals and restaurant descriptions

3%

3%

4%

5%

6%

6%

7%

14%

19%

26%

5%

6%

5%

4%

8%

8%

13%

16%

12%

19%

4%

4%

4%

5%

7%

8%

10%

16%

16%

22%

A store or merchant recently visited to purchase food ingredients

Requests for advice about foods that children enjoy

Requests for advice about stores or merchants to purchase food ingredients

Requests for advice about dieting or nutrition

Requests for advice about restaurants to visit

Dieting or nutrition accomplishments

Requests for advice about what food to prepare or how to prepare it

A description of a meal or snack recently prepared at home

A description of a restaurant recently visited

A photo of a meal made at home or enjoyed in a restaurant

All Females Moms w/Children < 13 Females w/o Children

F3b. Which would you say you have seen the most shared about food on Facebook, TwiLer or similar social networking site? All females n=580; Moms n=222; Non-‐Moms n=289.

What people are sharing the most on social media

TradiEons


Connected Moms & Transactions


TRANSACTIONS. Moms are more connected while shopping than non-Moms

FX1. Which of these ways have you used the internet or any mobile phone or other online tools during the past 30 days: While shopping at a store? (n=404 Females with children under 13; n= 613 Females with No Children)

Moms are more connected while shopping

4%

9%

13%

13%

17%

25%

36%

13%

15%

20%

21%

25%

40%

46%

Used a smartphone app to help select which brand to buy

Used a smartphone app to search for an online coupon

Used a smartphone to find or consult a recipe

Used a social networking site/app such as Facebook or Twitter

Consulted a shopping list I maintain online or on my phone

Texted someone in my household to ask about needed items

Called someone in my household to ask about needed items

Females with Children Under 13 Females with No Children

TransacEons


7%

10%

8%

12%

13%

17%

14%

7%

11%

12%

14%

15%

18%

21%

Receive price drop alerts (Savvy)

Manage budgets (Christmas Shopping List)

Photos/picture recognition (SnapTell)

Share shopping experience through social networking app/site

Make a purchase on my Smartphone

Download online/mobile coupons (Dealcoupon)

Price compare (Slickdeals, Fat Wallet, etc.)

Moms with Kids <13

All Females

TRANSACTIONS. Moms are regular Smartphone users – in-store Smartphone use is mainly for price comparison

Use of Smartphone While Shopping, Past Year

CS1. In which of these ways, if any, have you used your smartphone while shopping at stores of any kind during the past 12 months? (Smartphone users: n= 518 total females; n=211 moms with children <13)

Regular Smartphone Users

N8. In the past 12 months, which, if any, of these devices or resources have you used regularly: Smartphone? (n=1134 females, n=404 moms with children <13, n=117 moms with children 13-‐17, n=613 women with no kids.)

48%

52%

50%

45%

All Females

Moms with Kids

<13

Moms with Kids

13-17

Moms with No

Kids

More Moms with Kids are Smartphone Users

TransacEons


TRANSACTIONS. Few women scan QR codes in-store, but comparing prices and getting coupons are primary reasons for scanning

CS3. What are some of the most common reasons that you have scanned a QR or barcode at a store/retailer? (n=131 Female QR code scanners)

Reasons for Scanning QR Codes or Barcodes at a Store

9% 9%

4%

3%

All Females Moms with Kids <13

Past Year Past Month

Scanned QR Code In Store

F13a. Which if any of these have you done during the past 12 months: Scanned a QR code at home; Scanned a QR code at a store? F13b. Which have you done during the past 30 days?: Scanned a QR code at home; Scanned a QR code at a store? (n=1134 Females; n=404 Moms with Children <13; n=117 Moms with Children 13-‐17)

4%

7%

15%

17%

17%

17%

27%

27%

27%

40%

52%

Other, please specify

None of these

Get recommended related items

Get ingredient information

Sharing information

Get allergy information

Get nutritional information

Like to use new technology

Product reviews

Get coupons

Price comparison

All Females

TransacEons


TRANSACTIONS. Most Moms are not using location-based services even if it means getting a discount

In past 30 days:

11% of Moms With Kids <13 Checked in (posted locaEon) of where they were eaEng or drinking

4% Checked in (posted locaEon) at a store in order to get a discount

3% Used Foursquare

LocaEon based services are peripheral to consumers’ repertoire of digital tools. Moms we conducted in depth interviews with do not report extensive use of locaEon based services. Moms are interested if these services can easily help them save Eme and money.

F13. Which, if any of these , have you done in the past 12 months? (n=404 Females with children < 13)

TransacEons


TRANSACTIONS. While few moms purchase food online, those who do are motivated by free shipping, better prices, and saving time

Online grocery shopping was not preferred by those we conducted in-‐depth interviews with.

13% Are extremely or very likely to buy food products online

54% of Moms With Kids <13 Are not at all likely to buy food products online

F21. What are some of the reasons you would buy food products directly from a producer online (n=404 Moms with Kids under 13)

Reasons to Buy From a Producer Online, Among Moms with Children Under 13

F15. How likely are you to do each of the following acEviEes during the next 30 days: Buy food products directly from food producers online? (n=404 Moms with Kids under 13)

1%

6%

7%

16%

22%

25%

26%

29%

32%

33%

44%


Closer connection to the company

Peer reviews on producer website

Don’t have to deal with parking

I enjoy shopping online

Could only find the item I wanted online at producer site

No crowds at store

None of these

Saves time

Better pricing because less markup buying direct

Free shipping

Moms with children <13 Higher percentage among women with no children

What Mom Said: “I use online grocery shopping in an emergency. Like when we are out of town, and I know the fridge will be empty when we get back” – Julie, Mom in Seattle

TransacEons


Connected Moms & Techniques


TECHNIQUES. Moms are more likely than non-moms to use social media while preparing meals, especially to look at recipes

FX2. Which of these ways have you used the internet or any mobile phone or other online tools during the past 30 days while preparing food or beverages at home? (n=404 Moms with Kids under 13; n=613 Females with No Children)

F16. What are some of the suggesEons you are looking for with an online recipe? (n=778 recipe searchers)

Online Recipe Searches Use of Social Media while Preparing Meal/Snack:

Techniques

16%

16%

28%

28%

37%

48%

26%

26%

38%

42%

47%

59%

Used a social networking site/app such as Facebook or Twitter

Used a social networking site/app AWAY FROM HOME

Used a social networking site/app AT HOME

Called someone to ask for advice about preparing a snack

or meal

Texted with a friend or family member

Consulted a recipe or food preparation tips online

Moms with Kids <13 Moms with No Kids

1%

9%

12%

14%

21%

28%

28%

29%

29%

32%

46%

55%

55%

77%


Gluten-free options

Locally sourced ingredients

Sugar-free options

Natural/organic ingredients

Ethnic cuisine

Low fat/calorie options

Re-create something I had at a restaurant

Seasonal ingredients

One-minute meals

Healthy/nutritious foods/meals

Holiday dishes

Low-cost meals

Quick and easy meals

Moms with Kids <13

Moms with older kids are more likely to re-create restaurant food

Moms with older kids are more likely to look for sugar-free options

Women with no kids are more likely to look for low-cal options


TECHNIQUES. Allrecipies.com is the predominant Website that Mom uses

F5. Which recipe or other food related website have you used during the past 12 months? (Among those who have used recipe or food-‐related websites in past year: n= 194 moms with children <13; n=295 women with no children; n=546 all females)

Top Recipe or Other Food-Related Websites Used During Past Year

18%

15%

18%

24%

27%

35%

37%

44%

42%

67%

18%

13%

20%

21%

24%

33%

33%

43%

38%

63%

16%

17%

18%

28%

31%

36%

37%

45%

52%

69%

Simplyrecipes.com

MarthaStewart.com

Food.com

Cooks.com

Myrecipes.com

Bettycrocker.com

Kraftrecipes.com

Recipes.com

Foodnetwork.com

Allrecipes.com

Moms with Children <13

Women with No Children

All Females

Techniques


Connected Moms & Table


TABLE. Connected eating common among Moms

32% 34% 31%

58%

39%

35% 39%

41%

Before breakfast

During breakfast

Between breakfast and lunch

During lunch

Between lunch and

dinner

During dinner

After dinner

Late-night

Use of Social Networking Sites or Apps by Moms Who Use Social Media While Eating

F8. Earlier you indicated that you someEmes use social media networking sites while you eat/drink a meal or snack. During the past 7 days, on which of these occasions have you done this? (n=160 Moms who use social media during mealEme)

FX2. Which of these ways have you used the internet or any mobile-‐phone or other online tools during the past 30 days while drinking or eaEng a meal or snack: used a social networking site/app at home/ used a social networking site/ app away from home? All females n=1,134; Moms n=404 ; Millennial Moms n =185; Gen X moms = 172

44% have texted or used a social networking site/app in the past month while eating 36%

41% 41%

38%

All Females

Moms Children

<13

Millennial Moms

Gen X Moms

Moms are more involved with social media while eating

Table


Communicating with Mom


FACEBOOK RELATIONSHIPS. What’s in it for me? Reciprocity drives Facebook Moms to “Like” a brand but motivations vary by generation

1%

15%

18%

19%

21%

22%

24%

44%

59%


Share information with other fans

None of these

Get news*

Provide feedback to the company

To share and display my brand interest with people I know*

To contribute to a cause or charity

To receive a special gift for "Liking"

Get discounts or coupons*

All Females Moms w/children < 13 Millennial Moms Gen X Moms

F22. What are some of the reasons you would "like" a food or beverage product, brand on Facebook?; All females n=900; Moms n=343; Millennial Moms n=185; Gen X Moms n=172.

Gen X moms are more interested than in getting coupons

Millennial moms want a special gift or want to support a brand that contributes to a charity

Moms are more interested in getting news about brands than females without children (25% vs. 15%)


FACEBOOK RELATIONSHIPS. Unwanted messages and privacy are reasons not to “Like” a company, especially for Gen-X Moms

7%

11%

12%

15%

22%

32%

33%

33%

39%


Enjoy the product, but don't want my friends to see I use it

Believe there’s something unethical about companies exchanging Like's for coupons or discounts

Don't want my friends to think I LOVE a product that I only really LIKE

Don't want to advertise on behalf of ANY product or brand, and this would be like advertising

Worried that the company would send/post unwanted messages to my friends

Don't trust the company to keep my information private

Need to keep control over what appears on my wall or profile

Worried that the company would send me unwanted messages

Main reasons NOT to "Like" a food or beverage company on Facebook

All Females

Mom w/Children < 13

Millennial Moms

Gen X Moms

F22c. And if you were invited, what are some of the main reasons you might choose NOT to "Like" a food or beverage company on Facebook? All females n=900; Moms n=343; Millennial Moms n=185; Gen X Moms n=172.


FACEBOOK RELATIONSHIPS. Moms prefer e-mail over Facebook as a way to communicate with companies

2%

3%

3%

4%

7%

12%

25%

35%

29%

42%

56%

3%

4%

6%

6%

7%

11%

27%

31%

33%

39%

52%


Live chat via a company website

Speaking on the telephone

Company sponsored blogs

Twitter

Text messages

TV/Radio

Facebook

Newspapers/Magazines

Traditional mail

Email

All Females Moms w/children < 13

F19. How would you prefer that food and beverages companies/retailers communicate or exchange informaEon with you? All females n=1,134; Moms n=404.

The Reality

Moms are more engaged with brands on Facebook due to the household economy and trying to save money

Moms more willing to communicate with brands via Facebook than Females with no Children (35% vs. 27%) Especially true for Millennial Moms (44%)

What Mom Said: “I do like getting coupons through email, but there are certain brands that I am proud to connect with because they reflect my lifestyle.” – Joanna, Mom in Chicago


21%

22%

26%

27%

29%

33%

34%

39%

39%

64%

18%

24%

24%

26%

28%

31%

33%

39%

39%

62%

Help me connect with other users

Stay out of social networking sites and services completely

Tell me more about the people and history behind the business or brands

Express their personality, beliefs and values more openly

Help me learn more about the company's involvement in causes, sustainability efforts, etc.

Communicate in a casual way with less "corporate speak"

Provide information related to their type of product, not just their own brand

Show me ratings/reviews of their products from other consumers

Provide information about new product plans or ideas

Provide discount coupons or other promotions, seasonal sales, etc.

All Females Moms w/Children <13

38% of Millennial Moms want corporations to be more authentic in their communication

Moms want companies to provide deals on social media sites They also want transparency and insight about the brands

F23. How can food and beverage companies be more value to you on social media sites? Top 2-‐box way acEvity is extremely/very All females n=1,134; Moms n=404.


CONTACTS

Steve Bryant Director, Food and Beverage MSLGROUP Americas

[email protected] 206.313.1588

Blaine Becker Senior Director, Marketing & Business Relations, the Hartman Group

[email protected] 425.452.0818 ex. 124