effectivesocial&mobilemarketing

Howtoclickwith

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anePaperbySidneyeveMatrix

Millennial Moms

social media design + build

ofthosewomenaremothers40%

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.2.A look at Statistics Canada’slatest Canadian Internet UseSurvey showsthat8outof10Canadiansareonlineregularly.This figure represents 80% ofCanadianwomen,and

WiththiskindoffrequentwebusewecanconcludethatbyandlargeCanadianmomsareverytechnoliterate.

In fact, accordingtoMr. Youthmarket research,moms areactuallysupplantingcollegestudentsasthemostconnectedandtechnology‐dependentpopulationever.

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millennial moms born between the late1970s and late 90s currently account for68%ofallbirthsand79%offirstbirths.

This ePaper synthesizes best practices inmarketing tomoms,with insights drawnfromresearchaboutmillennialmarketing,to identify six key factors to considerwhendesigningcommunicationstrategiestoconnectwiththeseconsumers.

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new demographicsofmotherhood

AccordingtoPew’s2010studyonthe

Whichonlinemarketingstrategiesaremostlikelytoresonateor“click”withmillennial moms?

the question is:

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So

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digital primacy

As demonstrated by Razorfish market research, this is ageneration for whom digital primacy is normalized. Thatmeans the web is the first go‐to place for information,communication,andentertainment.

Beforeturingonthetelevision,pickingupthetelephone,orflippingthroughprintmedia,

We know that in general the Gen Y cohort has a strongpreference tobe constantly connected,even if loosely so,throughsocialandmobiletechnologies.

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millennial moms go online.

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Liketheirmotherswere,GenYmomsaremulti‐taskers,sotheirpatternsofmediausearebestservedbyon‐demandresources,rather than event programming that assumes a captiveaudiencewithundividedattention.

The goal: provide millennial moms with great content andconversationstheycanaccessanywhereandanytime.

informationon-demand

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infact,womenwithchildrenathomeare

60%

millennialsandGenYdigitalmomsarevery

morelikelythanaverageadultstouseFacebookandTwitter

social

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TheTeleflorarealgiftscampaignlaunchedinMay2010.It isasocialgiftingplatformthatallowsFacebookuserstosendrealflowerstotheirfriendnetworkviatheFacebookgift‐shop.Thismeansit’snotnecessarytoknowthereceiver’sbrickandmortaraddress.

This campaign appeals to busy and connected millennial moms,because it istimesavingandsimplifies thegiftingprocessathecticholidays. It also optimizes the time Facebookers have alreadyinvestedinbuildingtheironlinenetwork.Thecampaignaddsvalueto users’ everyday Facebook rituals by extending that site’sfunctionality, further integrating it intobothpersonal relationshipsontheonehandande‐commerceactivitiesontheother.

apps that clickminicasestudy:Teleflora

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identitybeyond

independence&personalgoals

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Mommyhood

Millennial momsare likely to seebeing a parent asone key elementof a multifacetedselfhood.

Like the rest of Gen Y, these consumersplaceapremiumonindependenceandareinterestedinlifelonglearningandpersonalskilldevelopment.

Toaddvalueforthismarket,marketersshouldconsider creating informationalandeducational campaigns. Branded servicesandappsthathelpmomstrackandmonitortheir progress toward personal goals alsohaveconsumerappeal.

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•Socialnetworking,email,textingcommunication•Productandhealthinformationresearch•Pricecomparisonsandleisureshopping

Women spend considerable time digitallydistributingcontentto theirfriendnetwork.The top two platforms for all P2P contentsharingontheweb:FacebookandTwitter.

45% 30%

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Andtheysharethebestfinds.

Thetop3thingswomendoonline:

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5sharing

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This mindset doesn’t change when they become parents.Millennial moms are interested in sustainability ethics. Theynotice and respond to responsible environmental, social andcorporate citizenship practices. Green and global issues, non‐profit fundraising, charity marketing, and other uses of socialmediaforsocialgoodspeaktothisdemographic.

This is most especially true if the initiatives are tied toinformation about impact. For marketers, it’s all about tellingmillennialdonorswhythe issuematters,howtheircontributionmakes a difference, and making it easy for them to let theirfriendsknowabouttheironlineactivismviastatusupdates.

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5 GenYisverysociallyconscious

ImpactmatterstoGenY,andthishaseverythingtodowith the fact that millennial moms belong to “the gamergeneration.” According to researchers at Harvard BusinessSchool, that means they grew up connecting pleasure toprogress made toward clearly defined goals, to workingthroughasetofobstaclesandchallenges,andtofeelinglikethey’regettingsomewhere.

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TheEntertainmentSoftwareAssociation(ESA)ofCanadasays6outof10parentsplayvideogameswiththeirkids.Fordigitaland mobile marketers, the associated rise of family‐friendlytitles andcasualgaming trends is of interest.Research fromMicrosoft’s Massive Inc. shows players’ high recall of andtolerancefornon‐intrusivein‐gameadsandbrandedobjectsinthegame‐world.

AccordingtotheESAtheaveragegamersis35yearsold.

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Weknowwomenarethetopsocialgamersonfacebookandotherplatforms. Pairing this trend with Gen Y’s propensity for socialactivism and it is no surprise that Zynga’s in‐game fundraising hasbeen wildly successful. Through campaigns associated with theirFarmville, Mafia wars, and Fishville titles, Zynga collected threemilliondollarstorebuildschoolsaftertheearthquakeinHaitiandforresearchintoHuntington’sdisease.

Zyngasoldspecialvirtualgoods(sweetseedsandteddybears)thathadvaluefor theuser inthegame‐world, andwerealsovisible totheir social network. The initiatives delivered educational/informational value too, driving traffic to blogs about medicalresearchandrelief efforts.Trafficonthose3rdpartysiteswas10Xhigherthannormalasplayerseducatedthemselvesonthecauses.

Thiscampaignwasculturally impactful,shareable,educational, fun,easy,value‐added, andleveragedthepre‐existing digitalskill‐setofthetargetfacebookingsocialgamingdemo.

campaigns that clickminicasestudy:Zynga

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More than 9 out of 10 millennialmoms havecellphones. Andabout35% have a smartphone‐‐‐that figureis considerably higher than for thegeneral population’s uptake ofsmartphones,whichiscloserto20%.

GenYmomsaremobile10

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Contentdesignedwith thisdemo inmindmusthavegreatSEOfor fastfindability,beoptimizedfor mobile viewing, embeddable, 1‐click‐shareable, and morselized into snackable, bite‐sizedpiecesthatareeasyforbusymomson‐the‐gotoconsumeandshare.

Think:•electronicandmobilecouponingviaSMS•in‐storeGPScheck‐inloyaltypromotions•videos,“top10”lists,blogposts,images•recipes,mini‐newsletters,tips,checklists

mobile +morselized

content

imageDCvision2006

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ArecentMcDonald’sSMScouponcampaignusedshortcodesprintedonpackaging,andrealizedastunning25%redemptionrate. Notably the campaignused aprize pyramid containingrealandvirtualgiftssothat everybodywins.

Understandably, thismobilemarketingcampaigndrovewordof mouth. The promotion was custom‐fit for millennialappeal‐‐‐a cohort accustomed to lighthearted social gaming,virtualgifting,andtexting.This generationis oftendescribedas the “trophy kids”‐‐‐a demo that thrives on beingcontinuouslyrecognizedandrewarded.

Freefries?Nowthat’sstatus‐updateworthy.

image:PhilStrahl

campaigns that clickminicasestudy:McDonald’s

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iPhoneMomsareraisingGenZ

Digitalmomsrepresent30%ofalliPhoneusers,and6outof10iPhonemomslettheirchildrenusetheiriPhone.

Key take‐away: marketers shouldconsiderbrandingorco‐promotingfreemobilegameswitheducationalthemesandthosesmartphoneapps thathavecross‐generationalfunctionalappeal.

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ofmomsdownloadappsspecificallyfortheirchildrentouse.40%

momentsofmicroboredom.

TheiPlayiLearnappfromParentsMagazineappealstomillennial moms and their iGeneration kids, as thesmartphonebecomesadigitalpacifier.

Personalized with the right suite of apps, the devicesoothes,amuses,&eradicatesthestressassociatedwith

apps that clickminicasestudy:Parent’sMagazine

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The Women’s Health magazine brandedsmoothieselectoriPhoneapp“clicks”withmillennialmoms.

Why?Atbase,it’sahandheldlife‐hackingtimesaver.

Delivershealthydrinkideascross‐gen,formoms+kids.

Educatesandinformsaboutnutritionandvitamins.

Offersoptionsforchoice+customization(saveyourfavs).

apps that clickminicasestudy:Women’sHealth

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By considering the values and attributes of Gen Yincluding the large percentage of millennial momswho belong to that cohort, it’s possible to discernhowtoaddvaluewithcreativemarketingmessages.

In anutshell, they are heavilynetworkedandavidcommunicators, technoliterate mobile multi‐taskers,socially conscious consumers and citizens, seekingopportunities for personal development that syncwiththeirparentingstyles.

Campaignsthat“click”withthissegmentoftheGenYconsumer market will reflect a genuine grasp ofmillennialmoms’digitallifestyles&mediauserituals.

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(1) CanadianInternetUseSurvey2010.http://www.statcan.gc.ca/daily‐quotidien/100510/dq100510a‐eng.htm

(2) Mr.YouthMillennialMomReport.www.millennialmoms.com/MillennialMom101.pdf(3) Pew“TheNewDemographyofAmericanMotherhood”studypewsocialtrends.org/

assets/pdf/754‐new‐demography‐of‐motherhood.pdf(4) RazorfishFEEDReport2009www.adpulp.com/archives/2009/11/razorfish_2009.phpand

DigitalMom:Atwo‐partreportpublishedbyRazorfishandCafeMomdigitalmom.razorfish.com/

(5) AstudystudyconductedbyBIGresearchfortheRetailAdvertisingandMarketingAssociation,adivisionoftheNationalRetailFederation,2009http://she‐conomy.com/2009/09/23/women‐with‐children‐at‐home‐are‐more‐likely‐to‐use‐social‐media/

(6) Thesefiguresareeachroundeduponepercentagepoint.TheyarefromGigya,whichpowerssharingwidgetsonmorethan5,000contentsites.Techcrunch:“FacebookDrivesSharing”http://techcrunch.com/2010/02/16/facebook‐44‐percent‐social‐sharing/

(7) HarvardBusinessPress.“ManagingtheGamerGeneration”2004.http://hbswk.hbs.edu/archive/4429.html

(8) EntertainmentSoftwareAssociation.“IndustryFacts”http://www.theesa.com/facts/index.asp

(9) “MassiveInc.andcomScoreprovein‐gameadvertisingROI”http://www.microsoft.com/Presspass/press/2010/may10/05‐20InGameAdROIPR.mspx?rss_fdn=Press%20Releases

(10) BabyCenter’s“21stCenturyMomReport”2009www.babycentersolutions.com/research_studies.php

(11) ComScoredata“AcceleratingAdoptionofSmartphones”June2010.http://blog.comscore.com/2010/06/americans_smart_iphone.html

(12) Formoreinformationaboutthismobilemarketingcampaignsee“SMSTextMarketingCaseStudies”http://www.textsmsmarketing.com/sms‐text‐marketing‐case‐studies.php

(13) Greystripe’s2009iPhoneMomsurvey.www.greystripe.com/wp.../GreystripeAdvertisingInsightsQ309.pdf

(1) CanadianInternetUseSurvey2010.http://www.statcan.gc.ca/daily‐quotidien/100510/dq100510a‐eng.htm

(2) Mr.YouthMillennialMomReport.www.millennialmoms.com/MillennialMom101.pdf(3) Pew“TheNewDemographyofAmericanMotherhood”studypewsocialtrends.org/

assets/pdf/754‐new‐demography‐of‐motherhood.pdf(4) RazorfishFEEDReport2009www.adpulp.com/archives/2009/11/razorfish_2009.phpand

DigitalMom:Atwo‐partreportpublishedbyRazorfishandCafeMomdigitalmom.razorfish.com/

(5) AstudystudyconductedbyBIGresearchfortheRetailAdvertisingandMarketingAssociation,adivisionoftheNationalRetailFederation,2009http://she‐conomy.com/2009/09/23/women‐with‐children‐at‐home‐are‐more‐likely‐to‐use‐social‐media/

(6) Thesefiguresareeachroundeduponepercentagepoint.TheyarefromGigya,whichpowerssharingwidgetsonmorethan5,000contentsites.Techcrunch:“FacebookDrivesSharing”http://techcrunch.com/2010/02/16/facebook‐44‐percent‐social‐sharing/

(7) HarvardBusinessPress.“ManagingtheGamerGeneration”2004.http://hbswk.hbs.edu/archive/4429.html

(8) EntertainmentSoftwareAssociation.“IndustryFacts”http://www.theesa.com/facts/index.asp

(9) “MassiveInc.andcomScoreprovein‐gameadvertisingROI”http://www.microsoft.com/

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references

imageThomasHawk

about the authorSidneyeveMatrix,PhD.Queen'sNationalScholar,Film&MediaQueen'sUniversityemail:info@sidneyeve.comOnline:MatrixMediaFX.com+SidneyeveMatrix.com

social media design + build

image:^^TILSIM^^

ThankyoutoAlexandraMacgregorforresearchanddesignassistance.

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