Momentum SheSpeaks Her-suasion Study

8/6/2019 Momentum SheSpeaks Her-suasion Study

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The bond between moms and brand

The online survey was conducted among a randomsample of women from the SheSpeaks community,fielded in January 2011. 1,092 U.S. womenparticipated. The SheSpeaks community includes

women who are socially active, both online andoffline. Results presented in this report focus onmoms with children under 18 (72% of the sample).

CONTACTS:Aliza FreudFounder & CEO, SheSpeaks, Inc(e) [email protected]: @shespeaksincFacebook: facebook.com/shespeaksinc

Holly PavlikaFounder, Mom-entumManaging Director, Big Fuel(e) [email protected]: @HollyPavlikaFacebook: facebook.com/haveMom-entum

http://www.shespeaks.com/


mailto:[email protected]








Social media has revolutionized how moms interact with each other online,

and it is now also transforming how moms and brands communicate.

However, many questions arise about how brands should initiate and

maintain a dialogue online. Do moms really want to have a relationship with

brands through social media? If so, who should be initiating the dialogue? Do

women just want coupons and promotional information, or do they actually

want to have a conversation with a brand? Is social media replacing email as

the key communications channel between moms and brands?

Social media is revolutionizing howmoms and brands communicate

Number of hours perweek using social media

Q: How many hours do you spend per week usingsocial media (i.e., reading/posting on Facebook,

Twitter, blogs)?

20+ hrs25%

1–2 hrs10%

3–5 hrs.17%

6–9 hrs18%

10–14 hrs19%

15–19 hrs10%

SheSpeaks and Mom-entum interviewed nearly 800moms to answer the questions shown here—and

learned that brands have an enormous opportunity to

initiate and sustain relationships with moms through

multiple digital channels. Beyond “liking” brands on

Facebook or following them on Twitter, moms expect

brands to engage with them via social media by

answering questions, providing customer service and

personalizing content and promotions. Given the right

content, moms actually welcome the experience of

brands initiating conversations with them. And while

social media continues to grow, brand websites and

email still have important roles in fostering the

relationship between moms and brands.



Moms really do want relationships with b

Most moms spend a lot of time with social media–at least 10 hours

per week. And it’s not all about keeping in touch with fr iends. This is

not new news, but the fact many moms are initiating “liking” brands

in social media without any prompting at all is. She is making her

way to brand’s Facebook pages from a variety of sources: email,

websites or just looking up the brand on Facebook. And if the

content is relevant, she’s hoping to start a relationship–and not

looking just for a money-saving coupon.

Positive—if tcontent rele

Negativeinitiate co

bra

Reaction tinitiating

in soci

Q: Consider a situatiolike follows you on

Facebook. What

Reasons brands o

Q: IF you have “liked” or becoFacebook, what most often ins

Got an email fromcompany encouraging

to “like” the brand/product on Facebook:

Saw that a

friend “liked”the brand on

Facebook:11%

Other:12%

In fact, moms are even willing to have brands initiate contact with

them on social media, as long as the content is relevant. Sixty-

eight percent of moms said they are positive about a brand

reaching out to them via social media, whereas only 11% are not.

Other facts about moms and Facebook:

• 74% have written a post about a brand or product on Facebook

• 31% “liked” a brand just by looking them up on Facebook

• 23% “liked” a brand after clicking through from a company website

• 12% “liked” a brand through email

• 36% of Moms have tweeted about a brand or product



The most important factor for successful communications with moms via social media is relevance and

trust. Regarding relevance, women want content they find useful, including product information, coupons/

promotions and customer service information. Responding to moms’ tweets about brands or products

and having surprise and delight factors to demonstrate an understanding of moms’ needs are the most

effective ways to communicate with moms through social media. ! To develop trust, brands must talk from

the heart and use a tone that sounds like

one person speaking with another, not a

corporation talking at the masses. Moms

have similar levels of trust for content that

comes directly from brands’ websites and

Facebook pages as they do for content

from third-party channels, given that

content from a brand or product websitewas reported to be the most trustworthy

digital channel related to shopping online

(72% said this content is “very” or

“somewhat” trustworthy). Thus, brands can

focus on direct-to-mom communications

and do not always need third-party

validation to cultivate trust.

Trustworthiness of digitalshopping channels•

Content on brand/productwebsite(s)

Thirty-party Facebook, Twitter orblog posts (e.g., magazines or

mom bloggers)

Third-party website articles(e.g., magazines or product

reviewers)

Content on brand/productFacebook page(s)

Content on brand/productblog(s)

Content on brand/productTwitter account(s)

68%

68%

66%

65%

49%

72%

• Participants were asked to rank the channels as “very” or “somewhat” trustworthy

Q: Keeping in mind how this influences your intent to purchase, what is yourlevel of trust with each of the following online channels?

Moms do trust the content brands provide



Relevant content drives engagement with moms regardless of channel, and social media is

Seventy-two percent of moms in the study reported that the relevance of social media

receive is more important than who shares the content with them (16%) or whether

personalized (11%).

Digital media—whether Web content, email or social media—provide ample opportunity

understand which content is perceived as most relevant by moms. Brands can measure w

content (product information, coupons/promotions, customer reviews, applications) gar

traction and continually optimize the content delivered through each channel.

Most important factorof social media content

nL= 742 moms who receive social media content

Q: Which of the following is most important about content youreceive through social media? (Choose one.)

If the message ispersonalized for me:

If I am close to theperson who shared thecontent with me: 16%

If the content isrelevant to me: 72%

Relevant content is king no matter where it comes



While many brands are working on developing compelling content and videos

conversations, it turns out that a good product experience is the best tool to drive w

The majority of moms (62%) say that a positive experience with a product is the bigg

for them to talk with others about a brand, compared with 33% who are most likely t

brand when they have a coupon to share or 6% who prefer to forward cool promot

Thus, brands should consider creating positive product experiences as more impo

building tools than distributing cool viral content or coupons.

Once inspired by a brand or product, moms use multiple digital channels to tell othe

experience. Sending emails (86%) is the most popular way to tell others abut prod

closely by posting a product review (79%). Encouraging moms to post product review

impactful, as virtually all moms (97%) have read customer reviews in the past two to

Such mom-to-mom word of mouth seems to be the most effective customer promotio

can achieve.

A good product experience isbest driver of viral conversati

Motivators for word of mouth about brands

Q: What makes you most want to share information about abrand/product? (Choose one.)

The content iscreative (coolvideo, interactivegame, etc.): 6%

I just had a greatexperience with a newproduct and wanted to

let my friends knowabout it: 62%

Have a coupon/promotion to share:

33%

Q Have you ever done any of the follo

Digital actioto bra

Sent an email to a friendwhere you mentioned a

brand/product

Posted a product reviewon a shopping website

Posted on a message boardabout a brand/product

Written a post on Facebook about a brand/product

Written a blog postabout a brand/product

Tweeted about a brand/product 3



Social media createsimmediate brand connections

Posting on a message board (76%) and writing about a brand on Facebook (74%) are also

common ways that moms like to tell others about products. And, moms are more likely than

women without children to use all these channels to spread the word, particularly posting on

Facebook (74% compared with 59% of non-moms).

Creating a highly shareable video is one way to encourage moms to tell others about a product.

Programs that drive product trial through free samples or through formal sampling programs can

give moms positive brand and product experiences that will foster word of mouth. And, the first-

hand product experience gives moms more substantial content to tell others about the product

and to write compelling customer reviews than company-generated content could ever do.



While some marketers contend that social media has replaced email, our research show

the case—yet. As shown below, email is still the top method that moms use to tell other

experiences they have with products.!And email still reigns as moms’ favorite way to lear

products and promotions (27%), followed by Facebook (19%), a brand’s website (15%) an

mail (12%).

Even for social-savvy moms, email still rule

Email is still the hub through which companies can

push out their messages and drive traffic to their

social media channels. While moms spend a lot of

time on Facebook and Twitter, it is still easy to miss a

brand’s message in a long and quickly moving stream

of posts from friends, news sources and other

brands. Email provides a unique way for brands to

deliver targeted content to individual moms based

on their requests and preferences. Thus, brands needto leverage email as a part of a multichannel

marketing plan.

In fact, social media is becoming the glue in a

multichannel marketing plan and is being used more

and more to give brands a human voice, forge

connections and amplify the efforts of more

traditional media channels.

Q: How do you most like to learn abo

and promotions? (Check

Best channel to leaproducts and pro

Email

Facebook

Brand’s website

Regular mail

TV ads

Magazines

1

6%

Stores 3%

Twitter 2%



Beyond product and promot iona l

communications, email is also the preferred

channel for customer service (38%),compared with phone (31%), online chat

(15%), Facebook (9%), meeting in person

(4%) and Twitter (1%). Moms appreciate the

efficiency of being able to send a customer

service inquiry via email without having to

wait for a representative on the phone, and

they also expect a quick response from the

company in turn.

While relatively fewer moms use Facebook

or Twitter for customer service, those who

do expect an immediate response within 24

hours or less. Q: How do you most like to learn about a brand’s productsand promotions? (Check one.)

38%

Preferred customer servicechannel

Email

1-800 help line

Live chat

Facebook

31%

15%

9%

Meeting in person 3%

Twitter 2%

Moms use multiple channels for customer service



Brands should reciprocate with relevantcontent that acknowledges moms’contributions to the relationship.

Moms are willing to work with brandsto develop and improve products if theyknow the brands are really listening.

Moms depend on email as their primarysource of brand and product information.

Brands should include email as part of amulti-channel marketing program.

Moms want to connect with brands onsocial media, as evidenced by theirpropensity to "like" brands on Facebook without prompting.

Make your social media presence easy tolocate through search. Ensure that contentis relevant–otherwise moms may "unlike"the brand as quickly as they "liked" it.

Brands have the opportunity to build one-on-one relationships with moms and not

rely on earned media to foster credibility.

Brands should not be afraid to reach out tomoms.!As long as the content and dialogueare extremely relevant and transparent,most moms will be impressed.

Free samples and product trials fuelmoms' purchases and word of mouthconversations.

Give moms something to talk about! !with great product experiences, informationand promotions that compel them wantto share.

Moms want and trust product informationdirect-from-brands, and do not only want

to rely on trusted friends and third partiesfor information.

Moms are willing to be contacted bybrands online if the content is relevant.

The best way to make a mom a customerof a brand or product is to give them adirect experience with that product.

Moms are excited about talking aboutbrands on social media.

MOM FACT BRAND OPPORTUNITY

Momentum SheSpeaks Her-suasion Study

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