Language of Listening

Marketing plan – The Who

Social Technographics

Reaching moms through social media

Most moms are active social participants, especially those with very young children. They’re at least 50% more likely than average online Americans to create social content and join existing communities online.

Reaching Moms through Social Media, Forrester Research, May 15, 2009

Moms with children under 3

• Control nearly 80% of all purchases.• Moms with children under age 3 are the most active.• More than half are Joiners and 36% are Creators — well above the average for US online adults. • They’re also 28% more likely than typical online adults to participate in Critic activities like posting reviews and contributing to forums.• Marketers should give them a place to share their frequent questions and experiences.

Moms with children ages 3 to 5

• Moms with children ages 3 to 5 are also more likely than average to participate socially online.• They overindex for Creator, Critic, and Joiner activities — although not as heavily as new moms.• Listen to their feedback carefully; experienced moms’ advice and issues are crucial to your product’s success.• Even though these children are starting to make their own choices, their moms still influence what they like — and hold the purse strings.

Other Moms

• Moms with children ages 6 to 12 are touched least by social media.• Moms with children ages 13 to 17 start to echo their children’s behavior. • Seasoned moms show they’re willing to create social content, but marketers should minimize the amount of effort required for these online multitaskers. • These parents move between monitoring their teens’ social activities and tending to their own interests.

Inspire moms to stay connected to our brand

• Tailor social strategy to the mom we want to reach.• Move beyond talking about trendy topics.• Create shareable content where possible.

Other facts

• Empowered women are women ages 25 to 54 who feel that the Internet helps them manage their family life• Empowered women are highly influential as household decision-makers as well as among their peers• Empowered women tend to be more active online than the average adult across the board, but certain behaviors really stand out.

Reaching Empowered Women Through Social Media, Forrester Research, April 7, 2009

Empowered women behaviors

• Communication is a primary activity.• More than half of empowered women use socialnetworking sites• One-third of empowered women use social networking sites mainly for communication compared with 23% of all online adults. • Nearly one-third (32%) of empowered women will actively go to friends’ pages on social networking sites to keep in touch, compared with only 21% of all online adults.

Empowered women behaviors

• Sharing is a big motivator. • Empowered women love to share their lives with friends. • They love email but are also more likely than their peers to use widgets, and their favorite kinds allowthem to share

Empowered women behaviors

• Research and purchase are always important. • Empowered women care about value and like knowing as much as they can before they buy. •A whopping 81% of empowered women say that it’s important for them to find the best deal they can on things they buy compared with 63% of US online adults ages 18 and up. •Forty-four percent have used a search engine to look for more information about a product after seeing an online advertisement.

Who is our tribe?

Empowered moms

MomsEmpowered women

Incorporate behaviors into marketing plan

• Associate our brand with relevant topics that our target cares about. Mean it and stick to it across channels. • Provide a platform for empowered moms to share about their families. • Let “managing family life and sharing” be the showcase of a campaign aimed at them.

Back-up slides

Who is our tribe?

Who is our tribe?

Who is our tribe?