Moms and Facebook… a

passionate affairMay 2014

George Achillias MBA

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Moms are more social than ever

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• Smartphones are taking on new responsibilities • Moms still consume traditional media, but blend it with

modern technology

Moms have a really busy life, but they try to find time for their selves during the day

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Internet is a daily staple for Moms; they remain well connected with devices both at home and on the go • Most Moms use the Internet while watching TV • More than other demographic groups, Moms also utilize smartphones for everyday tasks like waking up, at work listening and taking pictures

Moms get online where they have their “quality” and “personal” time

Communication Strategy 2015

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• Facebook remains the social media site for Moms to engage

• Although Facebook profile growth is flat, Moms are adding more ‘friends’

• Moms are curious about new, up-and-coming social media sites like Pinterest, Instagram and Tumblr

But at the end of the day, they love to spend time of Facebook

Communication Strategy 2015

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Moms read, share and love being informed

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“Just because a mother is at home, that doesn't mean she's obsessed with cupcakes and cleaning. Similarly, just because another works outside the home, that doesn't mean she spends her life craving 'me time'. Modern motherhood has many facets, with 'mum the creative blogger', 'mum the kitchen-table entrepreneur' and 'mum the skilled socialite' just three characterizations with a basis in reality.”

If we wanted to describe Moms in 4 terms that would be:

• Connected• Marketing

Savvy• Smarter

and • More

Optimistic

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And the most impressive; 3 out 4 moms in USA are on Facebook

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Moms get kind of social life while being of Facebook• Sharing moments/pictures with

family and friends• Organizing events and get

together• Seeking and writing reviews and

recommendations.

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• They can socialize online while supervising • their children/being at home

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Facebook is where they “get a life”• 45% are communicating

more through Facebook and emailing less

• 2x more likely to say social helps her get information quickly (61%)

• 92% share family milestones on Facebook

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Facebook is for socializing

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It is not a one direction dialogue, but a two way conversation• Recognize how different she

is, and so her needs; how and what we share with her it does matter

• Create a give-and-take relationship based on what she finds valuable

• Listen to her. Act on what a mom says; if she asks a question, we can answer it –every time

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A conversation where we show that we originally care

• Talk to her about things have nothing to do with a brand• Support her busy life, don’t make demands.

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Find the right People

Say Good Stories to

Them

Make Strong

Relationships

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Find the right people

• Use Facebook and CSS planer to find the right audience with the right attributes

• Try to feel not only their needs but also their expectations.

• Understand what they want to hear, to get, their needs

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Listen to what Moms have to say, share, comment

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Say Stories to Moms; make peoples’ stories your stories

• Does not need to be long form• Talk about values, values Moms share with the our brand• Emotional connection• Always about; What, but how and why

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The power of visual content• Visual content is the

primary driver of engagement on Facebook

• Photos account for 74% of brand posts and receive 95% of total engagement

• After photos, videos are the second most engaging content type

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“when you make commitments you build Hope, When you fulfill them, you build trust