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The Digital Mom Anna Kettenacker Kevin Zugschwert

Digital Moms Project

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Page 1: Digital Moms Project

The Digital MomAnna KettenackerKevin Zugschwert

Page 2: Digital Moms Project

Agenda

2

Project OverviewThe 4 Mom States in Digital• Mom State Defined• In Her Words• Remarkable Content

Future Questions

Page 3: Digital Moms Project

Our Digital Mom

3

Mom as the Expert

Mom for Herself

Mom Connected

Mom the Savvy

Shopper

Page 4: Digital Moms Project

Mom as the Expert

• Problem Solver: She uses the web to get quick answers.• Information Seeker: She uses the web to make daily decisions.• In the Know: She uses the web to learn about current events.• On Top of Things: Utilizes organizational tools to manage her busy schedule.

4

Internet provides a way to manage her world

Mom as the Expert

Problem Solver

Information Seeker In the Know On Top of

Things

Page 5: Digital Moms Project

Mom as the Expert: Problem Solver

• How do I get to my son’s basketball game? (Google Maps)

• Is my child sick? (WebMD)

• How can I help with my child’s homework? (Google Search)

5

The expert mom uses the internet to solve the her day-to-day problems

In her words:

DIGITAL MOMS PRESENTATION 13

Page 6: Digital Moms Project

“I Google everything like if I don’t know the answer to something or if I’m trying to research

something.” -Kirsten

6

Mom as the Expert: Problem Solver

Remarkable Content:

• Quick access to information• Solutions for wide range of

problems

Example

• WebMD provides a quick way for moms to answer many health questions in intuitive ways like this Symptom Checker.

DIGITAL MOMS PRESENTATION 14

Page 7: Digital Moms Project

Mom as the Expert

• Problem Solver: She uses the web to get quick answers.• Information Seeker: She uses the web to make daily decisions.• In the Know: She uses the web to learn about current events.• On Top of Things: Utilizes organizational tools to manage her busy schedule.

7

Internet provides a way to manage her world

Mom as the Expert

Problem Solver

Information Seeker In the Know On Top of

Things

Page 8: Digital Moms Project

Mom for Herself

• Casual Browsing: She’s using the internet as a way to unwind.• Indulgence: She’s online visiting celebrity gossip sites and other “guilty

pleasure” websites.

8

Internet provides an opportunity to be entertained and relax.

Mom for Herself

Casual Browsing Indulgence

Digital Moms Ethnography – 34, 35

Page 9: Digital Moms Project

Mom for Herself: Casual Browsing

• What’s the easiest way for me to wind down my day?

• How can I entertain myself with little effort?

9

Mom is using the internet as a platform to carelessly browse, watch videos, and unwind.

In her words:

“I visit Pinterest at least once a day and find good ideas. I would say I use a least 3

ideas a week from Pinterest.”-donnachapin

Digital Moms AdTech - 8Village Voice – Your Online World - 9

“ I check social media only after I put the girls down,

usually before I go to bed. I like to check Facebook and a couple of baby blogs that I

read.”-Jeremi

Page 10: Digital Moms Project

10

Remarkable Content:

• Highly Visual • Effortless• Inspiring

Example

• On Pinterest, people are sharing delicious and inspiring options. These recipes and ideas feel accessible, like something they are able to do.

Digital Moms Ethnography - 37Jeremi McClain Rupprecht interview

Mom for Herself: Casual Browsing

Page 11: Digital Moms Project

Mom for Herself

• Casual Browsing: She’s using the internet as a way to unwind.• Indulgence: She’s online visiting celebrity gossip sites and other “guilty

pleasure” websites.

11

Internet provides an opportunity to be entertained and relax.

Mom for Herself

Casual Browsing Indulgence

Digital Moms Ethnography – 34, 35

Page 12: Digital Moms Project

Mom Connected

• Social Butterfly: She connects with the world around her through social networking sites.

• Creative Identity: She uses her innovative style to build her personal brand.

12

The Internet provides a way

Mom Connected

Social Butterfly

Creative Identity

Page 13: Digital Moms Project

Mom Connected: Social Butterfly

• How can I stay connected with my friends and family?

• Where can I share what is going on in my life?

13

The connected mom uses social media to share her life

In her words:

Page 14: Digital Moms Project

14

Mom Connected: Social Butterfly

Remarkable Content:

• Connects with• People I know• Things I like• Places I go

Example

• Brands are worth liking if they connect with her lifestyle. What she really likes to share is her own life.

Page 15: Digital Moms Project

Mom Connected

• Social Butterfly: She connects with the world around her through social networking sites.

• Creative Identity: She uses her innovative style to build her personal brand.

15

The Internet provides a way

Mom Connected

Social Butterfly

Creative Identity

Page 16: Digital Moms Project

Mom the Savvy Shopper

• Coupon Clipper: She uses the internet to find coupons and deals• Fully-Informed: She’s seeking product reviews, testimonials and advice

from the web.• Online Expert: She utilizes the internet to do her family’s shopping.

16

Internet is a tool for saving both time and money

Mom the Savvy

Shopper

Coupon Clipper

Fully-Informed

Online Expert

Forrester Digital Moms - 2Digital Moms Ethnography – 28-29

Page 17: Digital Moms Project

17

Mom the Savvy Shopper: Online Expert

In her words:

• Where can I order the kids’ uniforms for school?

• How can I get this shopping done during my busy day?

The savvy mom uses digital and mobile fulfill her family’s shopping needs.

“91% of smart phone owning moms use it for shopping”

McCann Truth Central - 15 Digital Moms Adtech - 19Digital Media Landscape – 29, 31

“I do a lot of shopping online mostly because it’s quick and they have the sizes I need and it’s mostly for my kids. I go to the Gap and they have all the

sizes I need and I get free shipping.” -Melissa

Page 18: Digital Moms Project

18

Mom the Savvy Shopper: Online Expert

Remarkable Content:

• Time-saving• Extra Deals (ex. Free shipping)• Variety of products

Example

• Coborns Delivers offers a simple way to search for and purchase groceries through an easy-to-read menu and past grocery lists.

Digital Moms Ethnography - 29Forrester Digital Mom - 1

Page 19: Digital Moms Project

Mom the Savvy Shopper

• Coupon Clipper: She uses the internet to find coupons and deals• Fully-Informed: She’s seeking product reviews, testimonials and advice

from the web.• Online Expert: She utilizes the internet to do her family’s shopping.

19

Internet is a tool for saving both time and money

Mom the Savvy

Shopper

Coupon Clipper

Fully-Informed

Online Expert

Forrester Digital Moms - 2Digital Moms Ethnography – 28-29

Page 20: Digital Moms Project

Future Questions

• How can General Mills interact with the digital mom in a more ‘indulgent’ way?• When she’s treating herself to juicy gossip, how could General Mills

become a part of that need state?

• Is there a way for General Mills to utilize online grocery stores to promote products?• Shipping the product weekly with discount?

20

Page 21: Digital Moms Project

What We Learned

21

Page 22: Digital Moms Project

Appendix A - Sources

22

• DIGITAL MOMS PRESENTATION v Anna• Forrester_Digital_Moms_Social_Digital• PROFILE BOOKLET FOR ALL 8 FOODGPS SEGMENTS• McCann_Truth_Central_Moms• Digital Moms_ADTech_-pptx• 2009 Forrester Findings for Cheerios• Fleishman_Moms_2012• Food GPS Online Behavior Report (re-run) - 1-11-11• Digital Advertising Research Ethnography 2010• Digital Media Landscape Summary of Digital Day 2009• Plan_Metrix_Key_Measures_February_2013 (ComScore)• ComScore_ Key_Measures_March_2013_35-50 Mom• ComScore_Key_Measures_March_2013_MillennialMom• Personal Interview: Jeremi McClain Rupprecht May 2, 2013• Village Voice – Your Online World • Digital Media Landscape (Knowledge Sharing Session)