moms, social, digital and retail

When it comes to moms, everything is social, or....

@edward bocheschief innovation officer, mullen

There’s nothing in this presentation that youcouldn’t learn on Twitter.

pregnancy is social

breast-feeding is social

shopping is social

raising children is social

self-expression is social

Q: What does every one of these examples have in

common?

A: Not one has anything to do with connecting people to

brands or information.

Fewer than one in !ve U.S. online users have become "friends" with or "liked" a brand on a

social network in the past three months.

We overestimate the value of access to information while we underestimate the

value of access to each other.

Brands connecting people to each other

some interesting stuff

crowdsourced pricing

content generation

leveraging influencers

collective storytelling

http://file://localhost/Users/eboches/Desktop/Kohl's%20Facebook

http://file://localhost/Users/eboches/Desktop/Kohl's%20Facebook

inventing new services

social utility


Brands being social themselves

brands getting better at listening

employee initiative

new service models

inventing new services

turning customers into media

tapping into community

Earn TrueBlue points every time you check in at of!cial JetBlue

terminals using the Go Places app.

Get started by downloading the

app here http://tinyurl.com/3.

inspiring loyalty

http://tinyurl.com/3

http://tinyurl.com/3

Other trends are emerging, too.


mobile proliferation

the new swiss army knife

mobile optimized sites

the importance of utility

context trumps target

gaming dynamics

driving traffic

audio check in

social responsibility


83% of consumers will change purchasing habits if it can help make tomorrow’s world a better place to live

59% globally (61% U.S.) have a better opinion of companies that do

82% percent claim supporting a cause makes them feel better about themselves

59% would help promote a brand that had a good cause behind it

61% have bought a brand that supports a good cause, up from 52% in 2010 or 2009

64% would recommend a brand that had a good cause behind it

66% of people globally believe it is no longer enough for corporations to give money; they need to integrate good causes into day-to-day operations

(Edelman Good Purpose Survey) 2010

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Self-identified moms show the highest preference for doing business with socially

responsible corporations, even more than Gen Y (85%): 93% said they would switch their

brand if another were more involved in a good cause and the price was about the same.

(Cone Cause Evolution Study) 2010

Text

new brand behaviors

retail trends

Increased access to the mobile web is freeing the retail experience from the confines of the physical and traditional online environment, allowing shopping to take place virtually anywhere.

Creating a flexible in-store environment through design, product offerings and promotions ensures that each visit will feel like a brand-new experience.

Leveraging collaborations based on aspects such as locale or cultural touchstones maintains a brand’s relevancy in the eyes of the customer.

Whether physically or through connected technologies, shopping is still best experienced socially.

In a connected world where access to information is fluid and transparency is the expectation, brands must actively take part in the conversation; otherwise their customers will do so without them.

The introduction of connected technologies into retail environment is changing the ways that stores are able to provide customer service.

Introducing likeminded products and services into standalone retail environments shows customers that a brand is confident in their core offering and looking to further enhance the in-store experience.

Physical stores still provide the best means to communicate with customers and offer a brand experience.

In the new customer-centric approach to retail, stores need to continually find ways to lower barriers to purchase and be prepared to make a sale whenever a customer is ready.

Empower customers by providing them with all of the tools needed to make an informed purchase decision.

mobile payments

personalized assistance

immersive experiences

show, tell and share instantly

deals of the day

shop from anywhere

Social media isn’t the platforms; it’s consumer

behavior.

eight trends Fact: consumers want to participateInsight: invite and inspiring co-creation

eight trends Fact: consumers want to participateInsight: invite and inspiring co-creation

Fact: we have complex relationships with mediaInsight: engineer your online presence

eight trends Fact: consumers want to participateInsight: invite and inspire co-creation


Fact: we join forces to exert in"uenceInsight: develop effective conversation strategy




Fact: we want to do business with human brandsInsight: liberate employees to interact and connect





Fact: community is our new source of contentInsight: identify and support the new in!uencers






Fact: there is no such thing as perfectInsight: architect multiple ways to opt in







Fact: we have a new de!nition of qualityInsight: real-time, accessibility, convenience trumps all







Fact: we have a new de!nition of qualityInsight: real-time, accessibility, convenience trumps all

Fact: attention is the new scarcityInsight: earn attention through utility

That’s especially true when it comes to moms.

and then there are moms Fact: 63% of women are active in SoMe networks Insight: need to master engagement and conversation strategy


Fact: 51% use Facebook to share product recommendations Insight: elevate word-of-mouth marketing beyond Facebook


Fact: 54% of all moms read blogs regularlyInsight: essential to leverage and promote the new in!uencers





Fact: 50% of American moms text or update their Facebook status during laborInsight: inspire co-creation, crowdsource, harness conversation





Fact: 92% of two-year-olds in the U.S. have a digital footprintInsight: create tools and apps so mom can document kids’ lives






Fact: 91% of moms with a smartphone won’t leave home without itInsight: context is more important than ever

Fact: 63% of women are active in SoMe networks Insight: need to master engagement and conversation strategy


Fact: moms over-index on smartphone use (social, search, mobile web)Insight: mobile optimization needs to embrace responsive web design


and then there are moms



Fact: 91% of moms with a smartphone won’t leave home without itInsight: context is more important than ever

Social media requires marketers to think

and behave differently.

audience

messages

target

media plan

penetrate

community

experiences

engage

interest plan

collaborate

what has to change:mindset

support

loyalty

advocacy

awareness

consideration

intent

discover

learnpla

y

trans

actentertain

connect

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Thank you

Content here was sourced from lots of sharing people including @PSFK retail report (42/48); @griner, @simonmainwaring, Forrester, and others. Thanks to all who share content and ideas in social media.

moms, social, digital and retail

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