marketing to moms 2013
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Stacy DeBroff CEO
@momcentral @stacydebroff October 23, 2013
TRENDS IN INFLUENCER MARKETING
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“We have to go with our beliefs. Even though paid is driving all the data today, we think earned will drive it tomorrow.
IF WE WAIT UNTIL IT’S TRUE, WE’LL BE BEHIND.”
-Jeff Jones CMO & EVP, Target
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Trends that will redefine marketing
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THE RISE OF VISUAL INFLUENCERS
Communicating & Connecting Visually
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Visual Influencers
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Rise of Visual Influencers
81% of Moms post images of their favorite products
or brands
67% of Moms use Pinterest at least once per day
57% use Instagram at least
once per day 66%
Access Pinterest on a Smartphone
THE RISE OF VISUAL INFLUENCERS
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83% of influencers actively use Pinterest
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The Power of Pinterest
momcentralconsulting.com 9
of Moms use Pinterest at least once a day
of Moms access Pinterest
on their Smartphones of Moms follow 5+
brands on Pinterest
Moms want brands they follow on Pinterest to post:
How-to guides or recipes Information on new products
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71% of influencers actively use Instagram
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Connecting with Consumers on Instagram
momcentralconsulting.com 11
of Moms use Instagram at least
once a day
of Moms post images of their favorite
brands/products on Instagram
of Moms are more inclined to purchase a brand they’ve seen photos of on Instagram
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NEW JOURNEY OF THE INFORMED CONSUMER
The role of online research
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ONLINE RESEARCH PRECEDES PURCHASES
momcentralconsulting.com 13
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94% of Moms TRUST products more for their families after they’ve done their own research
When doing product research online, Moms are most likely to click
on retail websites (e-commerce reviews) and blogger reviews for more information
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of Moms TRUST social media recommendations for product information prior to purchase
76%
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THE RE-EMERGENCE OF CONTENT AS KING
Brands Leverage Influencer Content
BRANDED PLATFORMS
CONTENT SYNDICATION
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23% of the 27 MILLION
messages sent over
social media each day is
BRANDED CONTENT�
via totembrandstories
Agencies create content divisions
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BRANDED CONTENT BUILDS AWARENESS, NOT T RUST
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A NEW SOCIAL MEDIA CURRENCY
The impact of influencers
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Your best friend…
Passionate Trusted Insightful
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Increased Power of Digital Influencers
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Influencers boldly tread where brand credibility fails
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83% of women find the product recommendation of a influencer more authentic than traditional media messaging
76% of women have sought out information on blogs about a product they first learned about through traditional media
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Blogs influence Moms most when purchasing:
73%
Household Products
Food/ Beverage
Home Décor
65% 60%
of Moms TRUST influencers as source of product information 91%
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T RACKING INFLUENCE T O POINT OF SALE
The path to purchase
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RESULT S FROM ONLINE RESEARCH DRIVE SALES
PROVING SOCIAL
MOBILE COUPONING
RETAIL POS SYSTEMS
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of Moms have purchased a product after hearing about it from an influencer
92%
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67% of Moms are more likely to purchase a product if it received a high star rating
on e-commerce reviews
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Soundfreaq: Generating Awareness and Drive to Retail
momcentralconsulting.com 31
2,700,875 more than
highly targeted impressions
55 Influencers
E-Commerce Reviews
1. Blog Posts
2. e-commerce Reviews
Goal:. Generate first hand testimonials and awareness online among Mom influencers and communities for Soundfreaq Sound Kick Bluetooth speakers
Activation: Mom Central recruited influential Mom bloggers to test the Soundfreaq Sound Kick Bluetooth speakers, share their experience with their online communities through a blog post and write an e-commerce review on Target.com or Amazon.com.
Results: 55 bloggers participated in the Soundfreaq Sound Kick Blogger Activation and E-Commerce Review Program. Bloggers posted during a two week period to both their blog post as well as one e-commerce website (Target.com or Amazon.com). At the conclusion of the campaign, MCC received a call from the Consumer Electronics Buyer from Target, who noticed a significant spike in Soundfreaq sales directly related to our campaign
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Stacy DeBroff CEO
617.244.3002 [email protected]
@momcentral @stacydebroff
Connect With Us!
momcentralconsulting.com