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She’ll Take a Small Order of News with Her Day

February 10, 2011

Could the days of long-format news be gone for moms? Is she looking for smaller news updates, ones she can digest between carpooling, cooking and chasing kids?

According to a popular website for Moms,, the key to engaging the more than half-a-million moms who “like” the site on Facebook is delivering tasty, bite-size content morsels served up directly in their Facebook news feeds.

Results from the recent survey:

• 73 percent of respondents said they “consume” Facebook content in quick bursts (less than 15 minutes up to 30 minutes)

• 70 percent said they love the back-and-forth “conversation” that takes place in the news feed comments

• 70 percent of Moms use the social network to keep in touch with family and friends

The average Mom has 100 friends in her network, so she has to power through her news feed. In order to keep her engaged, marketers really do have to give her a KISS (as in Keep It Simple, Stupid).


The Growing Importance of Online Communities

February 8, 2011

In case you haven’t noticed the definition of community has changed. Neighborhoods now exist online and the impact of communities and groups is real.

A recent report from the Pew Internet & American Life Project found eight in ten active Internet users are involved in groups online. And groups are focusing on social media to provide connection for members.

  • 48% have a Facebook page
  • 42% use text messaging to communicate with members
  • 30% operate blogs to provide a two-way communications vehicle
  • 16% are actively using Twitter

“Use of the Internet in general, and social media in particular, has become the lubricant for chatter and outreach for all kinds of groups ranging from spiritual communities to professional societies to ad hoc fan clubs, “ said Lee Rainie, director of the Pew Internet Project.

Market research firm NDP Groups report Social Media Moms – How Networking Impacts Purchasing Behavior confirmed the impact. They found that 79% of all Moms with children at home under age 18 are actively using social media. And 23% confirmed they made a purchase based on a recommendation from a social networking site or blog.

Jamie Lee Wallace and Meredith Tedford editors and publishers of Fans of Being a, a blog for Moms using social media recently found that almost three-in-four (73%) of Moms are consuming social media in short bites of less than fifteen minutes.

They have three recommendations to maximize your Facebook presence.

  • Sticky Note Quotes – Put a thought=provoking or humorous quote in your news feed.
  • Social Slideshow – Using photos supplied by members they produced a themed slide show that was duplicated by members on their own Facebook page.
  • Social Sweeps – A sweepstakes served up via a widget allowing users to enter for a drawing without leaving their news feeds.

All very smart strategic tactical ideas for getting the most out of your social media efforts, thanks to Jamie Lee and Meredith for sharing them.

Socially Active and Ready to Spend

February 2, 2011

A recent study from Media Audit supported the notion that the life stage of having children present in the home makes Moms more active in social media. Overall just over 60% of all households with children at home are active on Facebook, Twitter or My Space as compared to 51.3% of all adults.

The new news is that Moms with children under 6 are not only more active (67.1%) but are more likely to make big-ticket purchases.

Don’t overlook the potential of social media for your marketing message to Moms. She is active online and primed to purchase.

Are Teens Starting To Take Moms’ Cue On Price?

January 18, 2011

Can it be true? Are teenagers finally understanding the value of a dollar? Yes, Moms’ mantra of “money doesn’t grow on trees” is starting to resonate with their older children. According to the “TeenFluence Survey” conducted by Harris Interactive, teens are getting price sensitive when it comes to electronic purchases. This is not only good news for Moms, but also for digital marketers, because teens are using the Internet for product research. In fact, two in five teens said online reviews influenced their electronic product preferences, and 37 percent cited product websites.

However, if you look at younger children, “tweens” from 8-12, price sensitivity isn’t as important. According to the study, price was cited by 23 percent, while 42 percent make product decisions based on “I just know what I like,” and 38 percent cited the influence of ads. Mom obviously still has her work cut out for her with the younger children in the family.

Developing a Following

January 12, 2011

If the goal of your marketing campaign is to develop loyal fans, you need to focus on Mom. Why? Nine in ten Moms with children under age 18 in the house are active online. This compares with three in four of all adult females.

Active Moms are expanding how they interact with brands. According to the 2010 Cone Consumer New Media Study, six in ten will interact via visiting the company website or through email. Thirty-eight percent will use social networks to gather information and one in five will use their mobile devices.

And what are consumers looking for when they decide to engage? Seventy-seven percent want some type of incentive-free product or service, coupons or discounts. And while the company’s website is the first place consumers look for information, just fewer than 50 percent (48%) look to social networks as the source for incentives.

Brands also need to avoid the traps of over-communicating or providing irrelevant content, two sure ways to turn off a potential fan.

Loyal customers have always been the goal of marketing campaigns. Our marketing tool kit now has more effective ways to generate fans.

More Small Children Use Moms’ Mobile Online

January 6, 2011

Smartphones and iPads have been on Moms’ Christmas Top10 gift list for two years in a row, but marketers might not know that it’s not only the Moms who are using those devices. Their young children are using them to get online, too. According to a recent study by eMarketer, 20.2 million children under 11 go online at least once per month. By 2014, that number is expected to increase to approximately 24.9 million kids, or 47.8 percent of this young population.

According to a report from the Joan Ganz Cooney Center, children who are allowed on Mom’s mobile device are most likely to play games, but they also look at pictures, listen to audio files and view video clips. They’re getting very comfortable very early with online experiences. Can making purchases – even carefully monitored purchases – be far behind?

Sources: / “Younger and Younger, More Kids Are Online” by Lisa E Phillips / December 3, 2010 /

Get Behind a Good Cause

January 6, 2011

Moms support causesGrowing up the only cause I knew my Mother cared about was the one that came with the affirmation “cause I told you to!”

Obviously marketers today understand the importance of cause marketing to today’s Mom. In fact the 2010 Cause Evolution Study from the public relations firm Cone found that overall Moms were the most enthusiastic about brands that support good causes. 95% of Moms, compared to 88% of all people, thought it acceptable for companies to use causes in their marketing efforts.

Overall, 80% said cause marketing efforts made them likely to switch brands and 19% were willing to pay more for brands that support causes they believe in.

And good work comes in all shapes and sizes from saving the whales to supporting the local little league team. So whatever your business, get behind a good cause that is meaningful to your customers. The dividends will follow.