Momentum SheSpeaks Her-suasion Study Full Document

8/6/2019 Momentum SheSpeaks Her-suasion Study Full Document

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The bond between moms and brand

The online survey was conducted among a randomsample of women from the SheSpeaks community,fielded in January 2011. 1,092 U.S. womenparticipated. The SheSpeaks community includes

women who are socially active, both online andoffline. Results presented in this report focus onmoms with children under 18 (72% of the sample).

CONTACTS:Aliza FreudFounder & CEO, SheSpeaks, Inc(e) [email protected]: @shespeaksincFacebook: facebook.com/shespeaksinc

Holly PavlikaFounder, Mom-entumManaging Director, Big Fuel(e) [email protected]: @HollyPavlikaFacebook: facebook.com/haveMom-entum

JUNE 2011

Monday, June 20, 2011
http://www.shespeaks.com/http://www.shespeaks.com/mailto:[email protected]:[email protected]://www.shespeaks.com/http://www.shespeaks.com/mailto:[email protected]:[email protected]


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OverviewSocialmediahas notonly revolu3onizedhowwomen intera

eachotheronline,butitisalsotransforminghowwomenand

communicate online. Beyond liking brands on Facebo

following them on TwiAer, women expect brands to engag

them by answering ques3ons, providing customer servic

personalizingcontentandpromo3ons.

Thisstudyisanexplora3onofthisphenomenon.

MethodologyThe online survey was conducted among a random sample o

from the SheSpeaks panel, fielded in January 2011. 1,092 U.S

participated. The SheSpeaks panel includes women who ar

active, both online and offline.

Results presented in this report focus on moms with children (72% of the sample). Demographic differences when comp

non-moms and moms of kids 18+ are noted where relevant.



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Executive Summary



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Moms are Heavy Users of Social Media, and R

ContentDrivesSocialMediaUse

Overone-half(54%)ofmomsusesocialmediaover10hoursperwee

overonehourperday. nd,25%ofmomsspend20ormorehours

withsocialmedia.

Moms socialmediauseout-paces thatofnon-moms,as only42%

withoutchildrenspendover10hourswithsocialmediaperweek.Mo

more likely to use social media to communicateabout brands, as

posted comments abouta brand on Facebook, comparedwith59

moms.

Thisispar3allyinfluencedbythefactthatmomsaremorelikelythan

tobehomemakers,ashomemakersaremore likelythanemployed

usesocialmediafrequently(55%ofhomemakersusesocialmediaov

perweekcomparedwith47%whoworkoutsidethehome).

Relevant content is key, as 72% ofmoms say the relevance of so

contenttheyreceiveismoreimportant thanwhosharesthecontent

(16%)orifthecontentispersonalized(11%).

A Simple Good Product Experience Makes a Mo

About a Brand

The majority of moms (62%) say that a positive product experienbiggest motivator for them to talk with others aboutcompared with 33% who are most likely to talk about a brand when coupon to share or 6% who prefer to forward cool promotional conbrands should consider creating positive product experimuch as they focus on promotional and couponing activit

This is even more true for women over 40 (67% of whom tell othebrand after having a good product experience) compared with womunder (59%), as well as homemakers (66% vs. 59% of fulltime employed



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Moms Want to Connect With Brands on Social Me

Whilethereismuchdebateaboutwhetherornotconsumerswanttocon

brandsviasocialmedia,thehighestproporConofmomswhohaveconne

brandsonFacebook(31%)didsobylookingupthebrandonFacebookof

voliCon.Othermo3va3onstolikebrandsonFacebookwereclickingon

ar3cleaboutthebrand(2%),anemailfromthecompany(12%)andsee

friendlikedthebrandonFacebook(11%).

About two-thirdsofmoms (68%)areamenabletoa brandiniCaCngcothemonsocialmediaaslongasthecontentprovidedbythebrandisr

them.

Momsalsotrustthecontent theyreadabout brandsonline,andconte

fromthebrandisjustastrustworthyasthird-partycontent. lmostthre

72% say they trustcontent on a brand/productwebsite, followed by

contentonFacebookorar3cles(68%each)andcontentonabrandsFace

(66%). Thus,sendingamessagedirectlytomoms isjustas valuablea

third-partytovalidatethebrandsmessage.

Executive Summary

Email is Still a Very Relevant Communications TooLearning About Products and for Customer Servic

While much is talked about social media as a key channel for communicmoms, email still reigns as the best way for moms to learnbrands products and promotions (27%), followed by Faceboobrands website (15%) and regular mail (12%).

Email is the top way moms want to hear from companies (29%), and isFacebook as the way to hear about brands and products from friends (29%

Email is also the preferred channel for customer servicompared with phone (31%), online chat (15%), Facebook (9%), in perso

Twitter (1%). While relatively few say that Facebook or Ttheir preferred means of customer service, those whoquicker response time (47%) is a benefit of customer servicmedia. Thus, companies should be vigilant about responding to customeand posts via social media.



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Her Social Media Use



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NumberofHoursPerWeekUsingSocialMedia

Themajority(54%)ofmomsareusingsocialmediaatleast10h

perweek,orwell-over1hourperday.Onequarter(25%)ofm

spend20ormorehoursperweekusingsocialmedia.

Q: How many hours do you spend using social media every week? (i.e., reading/posting on Facebook, T

MostMomsSpendatLeast10HoursPerW

UsingSocialMedia

MOMFACT:Only42%ofnon-momsusesocialmedia

atleast10hoursperweekcomparedto

54%ofmoms.

Similarly,55%ofhomemakersspend10+

hoursonsocialmediacomparedwith47%

ofwomenemployedoutsidethehome.




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ProductInformaonisMoreInteres

ThanQuizResults

InterestLevelofDifferentTypesofSocialNetworkPosts

Q: Which of the following do you enjoy receiving from contacts/friends on your s ocial n




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Ulmately,SocialMediaContentisInter

ifitisRelevant

MostImportantFactorofSocialMediaContent

Regardless of the source of information or whether or n

is personalized, moms like social media content that i

relevant to them (72%).

n=742 moms who receive social media content

Q: Which of the following is MOST important about content you receive via social media? (




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Q: Have you ever done any of the following? (check all that apply)

DigitalAconsRelatedtoBrands

TheVastMajorityofMomsHaveUsed

ToolstoCommunicateAboutBrand

Using email is the most popular way for moms to communicate wabout brands and products (86%). Moms are also very active at

comments about products on shopping websites, message boards, aFacebook pages.


MOMFACT:

Momsaremorelikelythannon-momsto

useallthesechannels,parcularlyposng

onFacebook(74%comparedwith59%of

non-moms).



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Her social media behavior with b



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AGreatExperienceWithaProductisEn

forMomstoSpreadtheWord

!"#$%&"'()"("*+,(&",-.,+/,01,"2/&'"("0,2".+3)$1&"(0)"!"2(0&,)"&3"4,&"56"7+/,0)%"8032"(93$&"/&:";


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Q: How do you MOST like to learn about a brand's products andpromotions? (check one)

!"#$%&'())"*%$+%,"(-)%./+0$%1-+203$#%

()2%1-+4+5+)#%

Moms top three channels for learning about products and promotdigital: email (27%), Facebook (19%) and a brands website (15%). Th

methods including regular mail (12%), TV ads (10%), magazines (6%) astore shelf (3%) are less likely to be moms favorites.

EmailisMomsFavoriteChannelforLea

aboutaBrandsProductsandPromoo

MOMFACT:

WhilemomspreferFacebook(19%)

overbrandwebsites(15%)tolearn

aboutproductsandpromoons,

non-momspreferbrandwebsites

(21%)toFacebook(13%).

Possiblymomspreferthecommunity

interacvitythatFacebookoffersto

converseaboutbrands.

Her Social MediaBehavior with Brands



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!"#

!"#

!"#

$"#

%&"#

%$"#

!&"#

!$"#

'()#

)#*+,,-#./01#-2,#

3014567#06#*+89,/#

:566,/#5;#

8-,#1,>>5?,#

@05/;#

A,5/32#,6?86,#B8>C6?#

D,E?E#F00?B,G#:86?H#

*I#5;>#

)#40>-#./01#-2,#

3014567#06#J53,@00K#

L158B#./01#-2,#3014567#

Q: Which of the following is the MOST influential way for you to learn about aproduct or brand from a company?

!"#$%&'(%)(*%++,-./01%-'(

)2%+(*%+30-."'(

Q: Which of the following is the MOST influential way for youor brand from a friend?

!"#$%&'(")$%*'+",'"-."/01&2,,3"

)044"02,56"0"7$,(516"

" "

"

MomsSomewhatPreferInteracng

WithFriendsOverCompaniestoLearn

ProductsandBrandsViaSocialMed


Methodsofommunic

fromFriends



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Q: If you have "liked" or become a fan of brands/products on Facebook, what MOST ofteninspired you to do so? (choose one)

!"#$%&$'(%)'*+,+&-'.)#&/$'%&'0#1"2%%,'

While many brands work hard to encourage moms to like their Facebmoms (31%) said they were most likely to take the initiative to look up they already like on Facebook on their own. Liking the brand from a companys website or a relevant article was the second most popular r

Encouragement from the company through an email (12%) or a friend (the brand were less impactful.

Other reasons included product promotions that encouraged womenthe brand.

MomsTaketheIniavetoLikeBra

onFacebook




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MOM FACT

BrandsCanIniateContactWithMoms

SocialMediaIftheContentisReleva

While there is debate about how much moms want to hear from brandsocial media, it really comes down to relevant content. The majority of68% - would not even object to a brand initiating contact with them viamediaas long as the content is relevant. Only 11% of moms object tfollowing or friending them.

Q: Consider a situation where a brand that you like follows you on Twitter orfriends you on Facebook. What would your reaction be?

!"#$%&'()&(*+#',(-'.%#%'/(0'/#/"1"')(&'(

2&$.#3(4",.#(


MOM,AGE&EMPLOYMENTFACT:

Womenwithoutkidsaremuchless

willingtobecontactedbyabrand,

with23%sayingtheirreaconwould

benegave(comparedwith11%of

moms)andonly58%sayingthey

wouldbeposive.Homemakers(71%)

andwomenunder30(72%)arealso

relavelymorefavorableabouthearingfrombrandsthanemployed

women(61%)orwomen30+(62%).



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Shopping Online

Her Shopping Online



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Q: Keeping in mind how this influences your intent to purchase, what is your

level of trust with each of the following online channels?

!"#$%&'"%()*+$$,'-,.)/)%01,2('33)*/,4(0**+1$5,

Moms trust content from a range of third-party and brand channelstrustworthy source is a brands website (72%), and content from thsocial media (68%) and magazine sources (68%) are not much moretrustworthy than content from the brand itself via Facebook (66%)

brands blog (65%). Twitter rates lower because it is a less-used onl

MomsTrustBrandContentonDigitalChaHer Shopping Online

*whofindthechannelveryorsomewhattrustworthy



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ReadingCustomerReviewsandOtherCon

aretheMostPopularDigitalAcvieHer Shopping Online

!"#$

!%#$

!$

!!#$

'"#$

'(#$

')#$

'%#$

'%#$

'$

'*#$

+,-./012.3$.,$,-40-3$5,/267$

89:;.3$,/?0-@$70.3A7B$

+,663-.$,-$;$14,@$

C,7.$9/,:2=.$/3D03>7$

E;.=F$D0:3,$5/,6$,.F3/$273/7$

G3;:$14,@7$

G3;:$,-40-3$5,/267$

H070.$7,=0;4$-3.>,/?0-@$70.37$

G3;:$=27.,63/$/3D03>7$

+,-./012.3$.,K3:0.$;/L=437$0-$E0?093:0;$,/$;$>0?0$@/,29$

C21407F$-$>31$9;@37$

894,;:$;2:0,K6270=$.F;.$0P3/$

894,;:$D0:3,$.F;.$,/?7$

R;0-.;0-$;$9/,S43$,-$;$7,=0;4$-3.>,/?$

C4;-4,;:$;997$,-$7,=0;4$-3.>,/?7$

T-D0.3$5/03-:7$0-$7,=0;4$-3.>,/?$.,$273$;997K@;637$33.B$

MomsDigitalAcvies

Q: Which of the following have you done in the past month or two-three months? (check all that apply)

*percent who have done the activity in the prior 3 months



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MomsUseSocialShoppingforDealsandR

Q: IFYOUUSE "SOCIALSHOPPING" WEBSITES (SUCHA GROUPON, LIVINGSOCIALOR TIPPR), WHICHOFTHEFOLLOWINGDOYOUAGREEWITHMOSTSTRONGLY

REGARDINGTHESESITES?

n=560 moms who use social shopping sites

*percent who agree strongly orsomewhat

( ( ( ( (

Seventy-one percent of moms use social shopping websites such as GOf those women, 93% say these sites help them get the best deals anproportion (92%) trust the ratings/reviews from other shoppers.

Her Shopping Online

BenefitsofSocialShoppingWebsites



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Her Customer Service Needs



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FourinTenMomsReachOuttoCustom

ServiceatLeastaFewTimesPerMon

Q: How often do you reach out to a customer servicerepresentative? (on the phone, via email, in person, etc.)

!"#$%#&'()*+),%-.*/#")0#"12'#)3-#)

Most moms reach out to customer service representatives, and 40%customer service representative at least a few times per month.

MOMFACT:

Momscontactcustomerservice

representavesmorefrequently,as

40%ofmomstalktoarepresentave

atleastafewmespermonth

comparedwithnon-moms.




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EmailisthePreferredChannel

forCustomerService

Q: What is your preferred channel for getting customer service from a brand?

!"#$#""#%&'()*+,#"&-#"./0#&'1233#4&

Moms would most like to conduct customer service with a brand v(38%), followed by phone (31%). Customer service via social medialess preferred (9% for Facebook and 1% for Twitter).




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QuickResponseistheBenefitof

CustomerServiceviaSocialMedia

Q: What, if any, of the following are benefits to receiving customer service viasocial media (instead of private service by phone or email)?

!"#"$%&'(&)*+%',"-&."-/01"&203&.'1034&5"603&

Almost one-half (47%) say that a quick response is the greatest benreceiving customer service via social media. Thus, while few womensocial media as a customer service channel, brands should closely mcustomer service inquiries on social media channels so they can res

quickly.

In addition, over one-quarter (28%), like the benefit of a public arenadiscuss customer service issues with a broader audience.




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Her Smartphone Use



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AndroidandiPhoneareTiedforthe

MostPopularSmartphone

Q: What, if any, type of smartphone do you use? [A smartphone is aphone that also offers Internet connection, email, etc.]

!"#$%&'%()*+,#-&.$%/0$1%

Sixty-two percent of moms have smartphones.

Equal proportions have iPhones (19%) and Android phones (1

MOM&AGEFACT:

Only54%ofnon-momshave

smartphonescomparedwith62%

ofmoms.

And,65%ofwomenunder40have

smartphonescomparedwith47%of

women40+.

Her Smartphone Use



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TakingPhotosandTexngare

theMostPopularSmartphoneAcvi

Q: If you have a smartphone, which of the following features/

applications do you use?

!"#$%&'()*+,*#%-$*.+/.*0+

Taking photos (60%), texting (58%), and sending/receiving email (56%more popular than making phone calls (54%) for moms who use smMoms also do a range of other activities on their smartphones, invonetworks, videos and games.

MOMFACT:

Momsaremorelikelytodoall

suggestedacviesontheir

smartphoneswhencomparedwith

non-moms.Thegreatestdisparityis

intakingvideos,whereonly38%of

womenwithoutchildrentakevideos

withtheirsmartphonescompared

with49%ofmoms.

Her Smartphone Use

!"#$%&'%(#$)&'*&+,&"'-./'0&123#34&5'6$786.$#9&

!--#))&.0'%(#$&)'-2."&0#%:'$;&

&+'?2"#&-(.%&


Documents

Momentum SheSpeaks Her-suasion Study Full Document