The Digital MomAnna KettenackerKevin Zugschwert
Agenda
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Project OverviewThe 4 Mom States in Digital• Mom State Defined• In Her Words• Remarkable Content
Future Questions
Our Digital Mom
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Mom as the Expert
Mom for Herself
Mom Connected
Mom the Savvy
Shopper
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.
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Internet provides a way to manage her world
Mom as the Expert
Problem Solver
Information Seeker In the Know On Top of
Things
Mom as the Expert: Problem Solver
• How do I get to my son’s basketball game? (Google Maps)
• Is my child sick? (WebMD)
• How can I help with my child’s homework? (Google Search)
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The expert mom uses the internet to solve the her day-to-day problems
In her words:
DIGITAL MOMS PRESENTATION 13
“I Google everything like if I don’t know the answer to something or if I’m trying to research
something.” -Kirsten
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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
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.
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Internet provides a way to manage her world
Mom as the Expert
Problem Solver
Information Seeker In the Know On Top of
Things
Mom for Herself
• Casual Browsing: She’s using the internet as a way to unwind.• Indulgence: She’s online visiting celebrity gossip sites and other “guilty
pleasure” websites.
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Internet provides an opportunity to be entertained and relax.
Mom for Herself
Casual Browsing Indulgence
Digital Moms Ethnography – 34, 35
Mom for Herself: Casual Browsing
• What’s the easiest way for me to wind down my day?
• How can I entertain myself with little effort?
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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 - 8Village 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
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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 - 37Jeremi McClain Rupprecht interview
Mom for Herself: Casual Browsing
Mom for Herself
• Casual Browsing: She’s using the internet as a way to unwind.• Indulgence: She’s online visiting celebrity gossip sites and other “guilty
pleasure” websites.
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Internet provides an opportunity to be entertained and relax.
Mom for Herself
Casual Browsing Indulgence
Digital Moms Ethnography – 34, 35
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.
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The Internet provides a way
Mom Connected
Social Butterfly
Creative Identity
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?
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The connected mom uses social media to share her life
In her words:
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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.
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.
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The Internet provides a way
Mom Connected
Social Butterfly
Creative Identity
Mom the Savvy Shopper
• Coupon Clipper: She uses the internet to find coupons and deals• Fully-Informed: She’s seeking product reviews, testimonials and advice
from the web.• Online Expert: She utilizes the internet to do her family’s shopping.
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Internet is a tool for saving both time and money
Mom the Savvy
Shopper
Coupon Clipper
Fully-Informed
Online Expert
Forrester Digital Moms - 2Digital Moms Ethnography – 28-29
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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 family’s shopping needs.
“91% of smart phone owning moms use it for shopping”
McCann Truth Central - 15 Digital Moms Adtech - 19Digital Media Landscape – 29, 31
“I do a lot of shopping online mostly because it’s quick and they have the sizes I need and it’s mostly for my kids. I go to the Gap and they have all the
sizes I need and I get free shipping.” -Melissa
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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 - 29Forrester Digital Mom - 1
Mom the Savvy Shopper
• Coupon Clipper: She uses the internet to find coupons and deals• Fully-Informed: She’s seeking product reviews, testimonials and advice
from the web.• Online Expert: She utilizes the internet to do her family’s shopping.
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Internet is a tool for saving both time and money
Mom the Savvy
Shopper
Coupon Clipper
Fully-Informed
Online Expert
Forrester Digital Moms - 2Digital Moms Ethnography – 28-29
Future Questions
• How can General Mills interact with the digital mom in a more ‘indulgent’ way?• When she’s 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?
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What We Learned
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Appendix A - Sources
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• 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)