no more mad men: moms, social media and the end of top-down messaging
TRANSCRIPT
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Stacy DeBroff | October 23, 2012
@momcentral
No More Mad Men Moms, Social Media &
the End of Top-Down Marketing
I grow people… what’s your superpower?
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MomCentralConsulting.com
1. pay bills
2. buy groceries
3. pick up kids
4. start a revolution
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The Era of Top-Down Messaging
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Facebook = Moms’ new picket fence
Blogs = replace advertising messages
Twitter = the new customer service hotline
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A New Era of Social Media Marketing
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Resistance to Changing Status Quo
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Historic Moments of Disruption
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1920s 1960s-1970s 1970s Right to Political
Equality Right to Workplace
Equality Right to Education
Equality
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1920 Women’s Suffrage Movement
“…if we allow women to vote it will mean the loss of social structure and the rise of every liberal cause under the sun. Women are well
represented by their fathers, brothers, and husbands.” -‐ Winston Churchill
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65th Congress, 1917–1919 Women Representa?ves and Senators:
House = 1 Senate = 0
112th Congress, 2012 Women Representa?ves and Senators:
House = 76 Senate = 17
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“Feminism encourages women to leave their husbands, kill their children, prac?ce witchcra@, destroy capitalism …”
– Pat Robertson
1960/70s Women’s Movement
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1970s Title IX
1800s: Sports damage women's delicate internal organs. 1950s: Women lack the endurance to sprint full court. 1990s: Sports make women unfeminine or unaEracFve.
2002: In order to comply with the law, schools are eliminaFng men’s sports, thus discriminaFng against boys and men…
And “women don’t really want to play sports as much as men do anyway.”
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“Girls playing sports is not about winning gold medals. It’s about self-‐esteem, learning to compete and learning how hard you have to work in order to
achieve your goals.” — Jackie Joyner-‐Kersee
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Today’s Social Media Movement
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Right to: Marketplace Equality
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Trust = the New Marketing Catalyst
Social media enables Moms to seek out opinions they trust, instead of
relying on brand messaging & acts as catalyst that changes how Moms:
• Make purchasing decisions for their children
• Feel about brand loyalty • Interact with brands
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Moms don’t trust brands…
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Parents expressed concern over diaper rash
through social media creating a Facebook page
P&G launched Dry Max
technology
Pampers marketed as the
most trusted name in diapers
in U.S.
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“ ____ ”
Pampers Swaddler and Cruisers with Dry max have been causing Chemical burns,
Infections, and SEVERE diaper rash. Procter and Gamble have been denying this claim and
they have no scientific proof of this! This is wrong! Please P&G do what’s right & recall!
Is it just me or do any of you feel like this issue is being swept under the carpet?
I find this completely unacceptable! something needs to be done our
voices aren’t being heard loud enough!
How is this diaper not recalled yet?? Have not enough babies suffered yet? P&G I
think you are complete Morons!
…was just at Wal-‐Mart and (saw) a guy had
Pampers Dry Max in his cart…I stopped him and explained to him what has been happening with this diaper…
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Consumer Reports
“Intensive safety assessments, chemical testing and consumer testing, before, during and after the launch shows that
Pampers Dry Max is safe.” – Company Statement, Proctor & Gamble
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Brands Listening & Responding
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Free shipping and returns
Trust in labels & food sourcing
Personalized offerings & easy free shipping
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xxx
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Collective Power of Mom Influencers
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1 Social Media Expression
1 Mad Men-‐Era Ad Impression
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U.S. Momentum Goes Global
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Changing lives across the globe
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Expanding Voices
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Gen-Z Moms
Istanbul, Turkey
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Revolutionizing Communications in Turkey
Worldwide Social Media
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Stacy DeBroff CEO, Founder
Mom Central ConsulFng @momcentral