No More Mad Men: Moms, Social Media and the End of Top-Down Messaging

Stacy DeBroff | October 23, 2012

@momcentral

No More Mad Men Moms, Social Media &

the End of Top-Down Marketing

I grow people… what’s your superpower?

MomCentralConsulting.com

1.  pay bills

2.  buy groceries

3.  pick up kids

4. start a revolution

The Era of Top-Down Messaging



Facebook = Moms’ new picket fence

Blogs = replace advertising messages

Twitter = the new customer service hotline


A New Era of Social Media Marketing

Resistance to Changing Status Quo


Historic Moments of Disruption


1920s 1960s-1970s 1970s Right to Political

Equality Right to Workplace

Equality Right to Education

Equality


1920 Women’s Suffrage Movement

“…if we allow women to vote it will mean the loss of social structure and the rise of every liberal cause under the sun. Women are well

represented by their fathers, brothers, and husbands.” -‐ Winston Churchill


65th Congress, 1917–1919 Women Representa?ves and Senators:

House = 1 Senate = 0

112th Congress, 2012 Women Representa?ves and Senators:

House = 76 Senate = 17


“Feminism encourages women to leave their husbands, kill their children, prac?ce witchcra@, destroy capitalism …”

– Pat Robertson

1960/70s Women’s Movement



1970s Title IX

1800s: Sports damage women's delicate internal organs. 1950s: Women lack the endurance to sprint full court. 1990s: Sports make women unfeminine or unaEracFve.

2002: In order to comply with the law, schools are eliminaFng men’s sports, thus discriminaFng against boys and men…

And “women don’t really want to play sports as much as men do anyway.”


“Girls playing sports is not about winning gold medals. It’s about self-‐esteem, learning to compete and learning how hard you have to work in order to

achieve your goals.” — Jackie Joyner-‐Kersee


Today’s Social Media Movement


Right to: Marketplace Equality

Trust = the New Marketing Catalyst

Social media enables Moms to seek out opinions they trust, instead of

relying on brand messaging & acts as catalyst that changes how Moms:

•  Make purchasing decisions for their children

•  Feel about brand loyalty •  Interact with brands


Moms don’t trust brands…


Parents expressed concern over diaper rash

through social media creating a Facebook page

P&G launched Dry Max

technology

Pampers marketed as the

most trusted name in diapers

in U.S.

“ ____ ”

Pampers Swaddler and Cruisers with Dry max have been causing Chemical burns,

Infections, and SEVERE diaper rash. Procter and Gamble have been denying this claim and

they have no scientific proof of this! This is wrong! Please P&G do what’s right & recall!

Is it just me or do any of you feel like this issue is being swept under the carpet?

I find this completely unacceptable! something needs to be done our

voices aren’t being heard loud enough!

How is this diaper not recalled yet?? Have not enough babies suffered yet? P&G I

think you are complete Morons!

…was just at Wal-‐Mart and (saw) a guy had

Pampers Dry Max in his cart…I stopped him and explained to him what has been happening with this diaper…

��

Consumer Reports

“Intensive safety assessments, chemical testing and consumer testing, before, during and after the launch shows that

Pampers Dry Max is safe.” – Company Statement, Proctor & Gamble

Brands Listening & Responding


Free shipping and returns

Trust in labels & food sourcing

Personalized offerings & easy free shipping

xxx


Collective Power of Mom Influencers


1 Social Media Expression

1 Mad Men-‐Era Ad Impression


U.S. Momentum Goes Global


Changing lives across the globe

Expanding Voices


Gen-Z Moms

Istanbul, Turkey


Revolutionizing Communications in Turkey

Worldwide Social Media


Stacy DeBroff CEO, Founder

Mom Central ConsulFng @momcentral

[email protected]

Documents

No More Mad Men: Moms, Social Media and the End of Top-Down Messaging