digital moms project

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  • 1. The Digital Mom Anna Kettenacker Kevin Zugschwert

2. Agenda 2 Project Overview The 4 Mom States in Digital Mom State Defined In Her Words Remarkable Content Future Questions 3. Our Digital Mom 3 Mom as the Expert Mom for Herself Mom Connected Mom the Savvy Shopper 4. 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 5. Mom as the Expert: Problem Solver How do I get to my sons basketball game? (Google Maps) Is my child sick? (WebMD) How can I help with my childs 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 6. I Google everything like if I dont know the answer to something or if Im 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 7. 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 8. Mom for Herself Casual Browsing: Shes using the internet as a way to unwind. Indulgence: Shes 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 9. Mom for Herself: Casual Browsing Whats 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 - 8 Village 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 10. 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 - 37 Jeremi McClain Rupprecht interview Mom for Herself: Casual Browsing 11. Mom for Herself Casual Browsing: Shes using the internet as a way to unwind. Indulgence: Shes 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 12. 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 13. 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: 14. 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. 15. 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 16. Mom the Savvy Shopper Coupon Clipper: She uses the internet to find coupons and deals Fully-Informed: Shes seeking product reviews, testimonials and advice from the web. Online Expert: She utilizes the internet to do her familys 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 - 2 Digital Moms Ethnography 28-29 17. 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 familys shopping needs. 91% of smart phone owning moms use it for shopping McCann Truth Central - 15 Digital Moms Adtech - 19 Digital Media Landscape 29, 31 I do a lot of shopping online mostly because its quick and they have the sizes I need and its mostly for my kids. I go to the Gap and they have all the sizes I need and I get free shipping. -Melissa 18. 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 - 29 Forrester Digital Mom - 1 19. Mom the Savvy Shopper Coupon Clipper: She uses the internet to find coupons and deals Fully-Informed: Shes seeking product reviews, testimonials and advice from the web. Online Expert: She utilizes the internet to do her familys 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 - 2 Digital Moms Ethnography 28-29 20. Future Questions How can General Mills interact with the digital mom in a more indulgent way? When shes 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 21. What We Learned 21 22. 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)