Facebook and Mums - IDM 2011

FACEBOOK &MUMS

2011

Methodology

2011

Representative sample of 300 mothers with 0 to 12 months year old child,

based upon the following criteria:

Number of children (primiparous / multiparous)

Socio-professional category of the head of household (SPC+ / SPC -)

Data collection carried out on the internet, using self-administered

questionnaire from 15/11/2010 to 19/11/2010 –

Field: France

Presentation IDM Copyright 2011

Context

2011

French webusers:

A highly connected country(*):

68% populations

Especially mums of children < 3 years old: 95%(**)

(*) Source: CommScore Media Metrix, Dec 2010

(**) Source: TNS – SIMM 2009

Social networks:

Social network: 1st popular pasttime in Europe

(unlike US)

+34% since 2009


Context

2011

Social network: a women / mothers thing!

Women spent 24% of their online time on social networking vs. 16.8% for men

25-34 years old represent 24.6% of facebookusers

Source: CommScore Media Metrix, Dec 2010


Context

2011

A dramatic increase of advertising

on Social networks

+102% in the UK

+64% in France

+47% in Germany

Source: CommScore Media Metrix, Dec 2010

The rise of coupons sites

+162% in 2009

France: 20.6% users, 1st penetration


Which social networks? 80% of mums use at least one social network

Q : Which social network(s) do you belong to?

Base: 300 mothers of 0-12 month old children

2011

Aucun réseau social

Twitter

LikedIn

Autre

Viadeo

Copains d'avant

Facebook

20,3%

1,1%

1,3%

2,3%

6,7%

44,3%

70,3% 1

2

79,7 %

70% of young mums members of

Facebook!

Low use of Twitter, but…

an awareness rate increasing by 58

points / year to reach 63% of internet

users (source www.ifop.com)


Facebook and Copains d’Avant:

Complementary networks

Q: Which social network (s) do you belong to?

Base: 211 mothers of 0-12 month old children that confirmed being on Facebook

2011

85,7%

79,5%

63,3% 58,5%

33,3%

39,3%

46,8%

54,7%

0%

20%

40%

60%

80%

100%

24 years or less 25-29 years 30-34 years 35 years andabove

Mums registered on Facebook and Copains d’Avant contingent on age

Facebook Copains d'Avant

Facebook :

A « must »

for young

mothers

likely to

become

increasingly

important

Copains

d’avant:

More popular

among

« older »

mums


Use of Facebook by young mums today

2011

8

Base: total population of young mums:

40% of young mums connect every day

Base: young mums on Facebook:

57% of young Facebook mums connect every day

74.1%

57%

40,0% 17,0% 7,7% 5,7% 29,7%

Frequency of visit - Total population of young

mums

Every day Several times a week Several times a month Less often Not on Facebook

56,9% 24,2% 10,9% 8,1% Frequency of visit

Every day Several times a week Several times a month Les often


The kind of mums on Facebook

2011

The Facebookers (mothers with a profile on Facebook)

70% of mums questioned

Young mothers (80% of less than 30

years are on Facebook)

All socio-demographic profiles are

represented!

The « addicted » to

Facebook (daily connection)

57% of Facebook users

(40% of young mums)

Younger…young mums

CSP- slightly over-represented,

although all profiles are questioned

Many friends of friends (68% have more

than 50 friends, vs 51% on average)

And often, brands fans!

Brands fans (young mothers fans of at least one

brand)

38% of Facebook users

(27% of young mums)

Mostly housewives

Urban

¾ connect every day to Facebook

And have many friends (more than 50

for 2/3 of these users)


Brands using Facebook …

2011

10

Huge virtual vacancy today!

Very few baby/children’s brands are present on Facebook in France:

In France 27% of mums are fan of brands, vs. 76% in the US

62,1%

28,3%

6,6%

2,9%

None

1 to 5brands

6 to 10brands

More than10 brands

« I have not seen any initiative of baby / kids brands so far, but It would

be very interested, in my opinion »

A huge opportunity for brands!

Source: research & report by Lisa Finn

and lucid marketing


Facebook, a strong potential tool to meet

different objectives…

2011

11

The power of the «like »…

Image

• 36% of fans have positively changed their opinion on the brand since they became fans (cf. Fullsix study)

Promotion

• For 60% of fans, this role gives them the desire and opportunity to speak about the brand’s products or services (source ISARA)

Sales

• 91% declare that consumers’ opinion spurs online buying (source: JC Williams Group)


But a risky tool

2011

12

The exponential factor

Facebook is a network of members, brands are entering into a foreign

territory; as such, they may be viewed as merely “tolerated” (and sometimes not

even so); they must show that they can add value to the network

Indeed, some mums are resistant: “ Brands means harassment for me, they are imposed on us!”

Especially in an environment where web users feel more and more spied on* « Facebook is too intrusive with « I like » requests for activities that I do not necessarily wish to share »

However, if brands do it right, Facebookers will be happy to welcome them:

In the US, 76% of mums are fans of brands!

*41% are bothered according to the 2011 edition of the “Barometre de l’Intrusion” – 36 000

surveyed.


But a risky tool

2011

13

It is therefore key:

To be well prepared during/after the launch on Facebook,

as if entering a new country (a new planet?)…

To respect the etiquette

To take mums’ expectations into consideration


Speaking about Mums’ expectations…

2011

14

Various answers…

….depending upon your brand, positioning,

objectives, resources…

To feel valued & considered

common expectations


Speaking about Mums’ expectations…

2011

15

A FEW EXAMPLES… Give

« advantages »

•Discounts (++ for 45% of French mums)

•Rewards (for purchase, loyalty, virality..)

•Gifts

•Privilege (++ for 26% mums)

•…

Provide services

•After sale services

•Access to expert

•Troc

Listen

(& prove it)

•Feed back

•Conversations…

Involve

• User generated content

• User generated product

• in the promotion (tools, incentives…)

•In the sales (tools, rewards…)

•In the after sales services

•In the distribution of the products

Personalize

•Personalized content (interest, identity…)

•Bilateral, humanized relationship

Your answer…

•…

Acknowledgement & gratification

Being “special” in general, and to the brand


1. ADVANTAGES : a gift… but not just a gift!

2011

16

A festive event

“Free pastry day”,

dedicated to a

community

a gift

1 million buyers in

one day!


1. ADVANTAGES:

2011

17

Facebook Credits

implemented by US

e-retailers during the

festive season have

increased their

conversion rate by

30% on average. (*)

Advertisements using

Facebook Credits have

achieved a high click

rate, two to three times

above average level. (*)

And more than 70% of

consumers who have

won Credits, have

published the

information on their wall.

(*)

++ targeting young

users

(*)Source: Influencia.net

Laredoute.fr: first retailer in Europe to offer their clients 50 Facebook credits to use in more

than 200 games and applications on the network (Farmville, CityVille, Pet Society or

Millionaire City…)


http://www.laredoute.fr/

I. ADVANTAGES : Privileges

2011

18

« You will see

things here

you won't

see

anywhere

else! »

126 984 112

fans!


http://www.facebook.com/Disney

2. SERVICES: Access to Expert

2011

19

Answers to

mums’ questions,

advice, possibility to

ask questions…

482 966 like!

+++ for pregnant

women and first

time mums


http://fr-fr.facebook.com/pampers

2. SERVICES: Barter exchange

2011

20

Vive les bébés (Intermarché) : its barter exchange shows the brand’s

knowledge of mothers concern, its proximity

179 501

fans!

« Many clever ideas for

mums, swapping pages,

and information about

loyalty card,, contests

and discussions with

other mums. I clicked « I

like » to keep it »


http://www.facebook.com/vivelesbebes

3. INVOLVE: a fan kid’s casting

2011

21

23 649 fans!

« I like the « Tape à

l'œil » page and its

castings. »

Sense of being

valued

belonging

Virality

+++

If leads to tangible

and/or exclusive

benefits…


http://www.facebook.com/tape.a.loeil

3. INVOLVE: help distribute the products

2011

22


3. Involve (& valorize)

2011

23

17 020 057 fans!


3. INVOLVE: User generated products

2011

24

black cherry-lime

caffeine + 8 key nutrients

made by fans, for fans on

in stores march 1st


And of course, make it viral!

2011

25


http://www.facebook.com/tape.a.loeil?v=app_17037175766

Facebook : a great tool to be used by the brands to:

be liked

promote the brand, its awareness, its image

increase its sales

70% of mothers with young children are on Facebook, representing

1.400.000 mothers with 0 – 24 month old children of which 800 000

connect every day(*), and who can potentially become your brands’

ambassadors…

And much more tomorrow… 80% of women are fans of brands in the

US…

However, very few brands for babies are on Facebook in France, and

when they are, their page is still embryonic…

To conclude…

2011

27

Now is the time !!!

(*) based on behaviours observed in this study.


Your contacts

IDM – Institut des Mamans

2, rue Balny d’Avricourt 75017 Paris

Tél. : + 33 (1) 40 53 09 10

Virginie Foucault-Rougé

[email protected]

Patricia Gelin

[email protected]

Hélène Lepetit

[email protected]

www.institutdesmamans.com

2011 Presentation IDM Copyright 2011

mailto:[email protected]



Facebook and Mums - IDM 2011

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