2010 mom social influencer report by babycenter.com

Learn more by contacting:

Carlos Morales, Inside Sales Representative

646.487.6380 ext. 209

[email protected]

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Industry LeadershipReaching 18.5 million expecting, new and experienced moms monthly in 22 markets; over 8

million in the U.S. alone

Source: Parenting Media Landscape Study, May 2010; Research conducted by Decipher and commissioned by BabyCenter, among

U.S. pregnant women and moms with children 0 to 2 years old, age 18+; Internal logs, May 2010; CDC, 2008; AOL Webby Awards,

2010; 2010 Jack Myers Media Business Report.

2010 People’s Voice Webby Award in the Family/Parenting category

Recognized by Advertising Age’s 2008 Digital A-List

Named a leader for providing valuable content in the 2010 Jack Myers

Media Business Report

© BabyCenter LLC. Confidential. All Rights Reserved.

BabyCenter is the #1 pregnancy and

parenting destination worldwide

7 out of 10 babies born in the U.S. are BabyCenter babies

Trusted ResourceNearly 3x more trusted than any other parenting and pregnancy site

Recommended nearly 2x more often than the closest competitor

InfluentialMost popular social site for product recommendations among new and expectant moms

More than 3 out of 4 moms share information they find on BabyCenter with other moms

Celebrated

BabyCenter’s social media ecosystem

connects millions of moms every month…


Expert advice with mom commentaryThey comment and socialize opinions on our 10,000+ expert editorial articles

Entertainment with informationMoms read half a million+ pages monthly on our MOMformation &

FAMEbaby blogs

Beyond BabyCenter.comWe are a social experience beyond our URL

…Allowing us to produce rich

social media insights for marketers

Mom-centric Community2MM exchange information, support & advice on our social platform

Crowd sourcing6MM moms crowd source parenting solutions on Mom Answers

Mom recommendationsOur most active moms voice product opinions through our Mom Squad

sampling program

Sharing their thoughtsOur 85,000+ voice their opinions via the largest U.S. panel of moms

Source: Omniture, May 2010.

Social Media has become mass media for

moms and marketers alike


Source: 21st Century Mom™ Report: Social Mom, June 2009 with January 2010 update.

Mindset Matters: Moms use social sites

differently

Why?

Shared experience

Anonymity

Content rich

What does it mean?

Bottom of the funnel

marketing objectives

are better met on blogs

and vertical social

networks.

2010 Mom Social Influencer Report 18% of moms account for 78% of the influence;

but not all influencers are the same


Methodology

• Rich behavioral analysis, including comment frequency, photo uploads, group

membership, journaling activity and number of friends, conducted among 500,000

members of the BabyCenter Community

• In depth survey among 2,300 of the 500,000 members to add attitudinal data

including social media use and attitudes, media use, recommendation behavior

and demographics and psychographics. Survey conducted March 11 to March 20

2010 via email

• Behavioral and attitudinal data combined at the user level to conduct a

segmentation

Meet the 5 Mom Social Segments


Influencers Influenced

Butterflies: 16%Young professionals who put the

social in social networking

The Audience: 66%Expecting, new and

experienced moms asking

questions & listening

Field Experts: 8%SAHM with a topical focus on

parenting who have done the

homework & are here to help

Lifecasters: 8%Millennial moms always

connected & communicating

Pros: 2%Mommy bloggers who turned their

passion for social into a

profession

Field Experts &

Lifecasters are the

most influential

due to segment size

and social activity

3 influencer segments; 2 larger segments

who are influenced

Field Experts Defined


Marketers should engage her in topical social media where moms

come for practical advice and recommendations.

Get samples into her hands to encourage conversation.

Partner with vertical social sites who empower her with tools to share

her wisdom.

Tap into her passion to create groups, write reviews and testimonials

of your product/service.

Recognize her contributions through loyalty/star programs.

Field Experts: Mindset matters

Where you’ll find her?

Sharing robust opinions and advice in parenting-

focused social media like BabyCenter.

What drives her to share?

Many have faced a specific challenge. She

shares her knowledge so others can benefit.

Who she is?

A young but experienced stay-at-home mom.

What she’s sharing?

Advice related to her area of expertise. She

writes product reviews and forwards articles.

SAHM with a topical focus on parenting

Mom Squad Case StudyHow BabyCenter activates Field Experts


Support the motherhood journey through Mom Answers where Field

Experts contribute to the collective wisdom of expecting, new and

experienced moms at all different life-stages.

Leverage Mom2Mom Insights Poll – a tool in BabyCenter Birth Clubs that

gives Field Experts a way to a pass brand and product

recommendations back to less experienced moms looking for advice.

More ways to activate Field Experts on BabyCenter:

Lifecasters Defined



Living out her life out in public on Facebook.

Posting everyday events to her huge network of

friends and interacting with MBFs on BabyCenter.


Strong need to stay connected and participate.

Thrives on being recognized as an in-the-know,

go-to person.


A true maven, she shares anything she finds

valuable or interesting. Writes lists of

recommended products and posts deals.

Who she is?

Millennial mom of young children, may be staying

home temporarily.

Activate Lifecasters on vertical social media like BabyCenter and

enable them to broadcast on Facebook and Twitter to attain scale.

Engage them as brand fans and advocates.

Use lighter social programs (e.g. product wish lists, voting to

generate brand mentions.

Provide her with tools to encourage her Butterfly and Audience

friends to engage in small but meaningful ways.

Lifecasters: Tap into Lifecasters to spread the word

Always connected, always communicating

Milestones Case StudyHow BabyCenter activates Lifecasters


Start with BabyCenter Birth Announcements and speak to a Lifecaster’s

specific life-stage needs as they create and share new baby news with

their entire network of friends.

Get your brand into the conversation – takeover a BabyCenter

Community Group or Birth Club with momentum and scale.

More ways to activate Lifecasters on BabyCenter:

• Tap into mom’s desire (and

guilt) to capture and track

milestones

• Removes barriers by

making the process

simple and integrating

reminders

• Enables moms to share to

Facebook

• Marketers can target

specific products to support

and celebrate key

milestones

Pros Defined


Pros look at social media like a business. Marketers should treat them

as freelance journalists.

Develop 1-on-1 relationships with her and give her what she wants –

respect, reputation, scale, and compensation.

Don’t just provide her with samples to blog about. Develop innovative

ways to engage her and her audience with your brand.

Pros: Publisher 2.0

Mommy bloggers who’ve turned their passion for

social into a profession


Entertaining and educating large followings on

Twitter and blogs, posting on a wide variety of

topics with a distinct focus on product reviews.

Who she is?

Gen X mom with young children, self-employed.


Focus on thoughtful advice with an eye toward

self-promotion. She is self-confident and loves

giving advice.


She does extensive research before making

recommendations on a broad range of topics.

Many have been paid or received free products

to review.

Chevy Equinox Drive & Blog Case StudyHow BabyCenter activates Pros


Launch a Twitter Party and amplify your brand through micro-blogging.

Pros create buzz across their extensive network of friends and followers.

Go beyond BabyCenter with our Mom Blogger Network – 50 approved

mom bloggers ready to post about your new campaign, product or service.

More ways to activate Pros on BabyCenter:

• BabyCenter mom blogger given

a Chevy Equinox to test drive for

1 week

• Blogged daily about her

experience on “Car Connection”

group

• Group members responded

with questions like features, gas

mileage, safety

http://community.babycenter.com/post/a18952205/chevy_equinox_test_drive_-_video_post

Butterflies Defined



Time compressed, she primarily enjoys social

media to keep up with her many friends and be

entertained.


Self-confident, she loves social gatherings. She

has lots of friends online and in real life. She shares

only important events.

Who she is?

Young professional expecting her first child.


She tends to be on the receiving end of advice

and recommendations on BabyCenter.

Young professionals who put the social in social

networking

With fewer brand perceptions formed and less time to research, this

segment is a great target.

Use influencer segments to reach affluent Butterflies with brand

recommendations.

Look for simple but meaningful ways for her to participate.

Butterfly: She’s taking it all in

The Audience is the Mom Market


Relying on social media:

Motherhood is the #1 trigger for

social activity in a woman’s life.

A powerful group:

$2.1 trillion in yearly spending

makes them important to

marketers.

A LARGE group:

• 82 million mothers of all ages

in the U.S.

• 4.3 million births every year

Mass brand shifts:

When they become moms

• 73% change their brand criteria

• 62% change the brands they buy

Asking questions & listening

Life transitions make the Audience open to mom-recommended

products and brands.

Her attention is fractured. Marketers lose 3 hours a day to talk with

her when she becomes a mom.

Build your social strategy around inflection points when they are

seeking new relationships and information.

The Audience: The Mom market

Source: 21st Century Mom™ Report: Social Mom, June 2009 with January 2010 update.

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2010 mom social influencer report by babycenter.com

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