the good news - school nutrition · 2015. 7. 28. · how millennial moms influence each other ....
TRANSCRIPT
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Millennial Mom A Brief Intro
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It’s better to open a dialogue with someone
Than to talk AT them
When influencing behavior…
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The Good News
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Here is the good news
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Kaylee (9)
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Lindsay (7)
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Courtney (5)
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Jackson (3)
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Cameron (6 months)
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The Bad News
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I love school nutrition (not bad news)
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Dear Education Session Team,
My name is Mike. I’d like to give a presentation at ANC. My topic should be something I’m expert at. How about women? Yeah, I’m a pro at understanding women. Let’s call the presentation, Understanding Millennial Moms.
Sincerely, Mike Craig
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Dear Mike,
Any man who thinks they understand women needs to be taught a lesson. So, consider this your lesson. You’re on. You’re scheduled to speak July 13th. Don’t mess this up.
Sincerely, The Person in Charge of Teaching This Lesson
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… More bad news …
Julie’s B-day is July 13th
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The Solution
Julie’s Phone number: (720) 600-1407 “HBD Julie! Mike is going to get you _________
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It’s better to open a dialogue with someone
Than to talk AT them
When influencing behavior…
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Millennial Mom A Brief Intro
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Born: 1977-1994 – 37 million women – 14+ million moms – 30+ million moms in
next 15 years
1st Generation to grow up with Internet
Millennial Moms – What’s the big deal?
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Can’t live without their smartphone
Source: The Meredith Parents Network MomTrak®, Moms & Media: Always On, January 2011; Meredith Millennial Research Study, Zeldis Research
82% use social networks
• 73% of adults 18-29 who have a cell phone use it daily for non voice activity (apps, etc.) • 64% use their phone quickly to retrieve information • 42% say they have trouble doing certain things “because they did not have their phone.”
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Source: Meredith Millennial Research Study, June 2008. Zeldis Research Associates.
They also gather information from experts Health-related issues, Child Development, Safety Issues, Scientific Studies, Nutrition Information
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Source: Meredith Millennial Research Study, June 2008. Zeldis Research Associates.
They gather information from other moms Parenting tips & strategies, sleep issues, feeding issues, product recommendations
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• Convenience – more than any other generation, Millennial Moms are time sensitive • The Internet – they grew up on the speed of the internet and demand quick access • Mobile – it’s playing an important role in their lives and is a multi-functional device
Source: Marketing to Moms, Lucid Marketing
Convenience, the Internet, and mobile
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How Older Generations Influenced Each Other
Examples: - Conversations - Phone calls - Traditional letters - Advertising
Characteristics: - Powerful because of relationships - No enabling tech - Significant friction - Limited reach
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How Millennial Moms Influence Each Other
Examples: - Community networks - Consumer-generated media (pics, video, etc.) - Consumer-generated content (blogs, reviews, email, etc.)
Characteristics: - Powerful because of relationships - Empowering tech - Instant feedback - Community-driven
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Connect: Finding community
Connecting with friends & family; finding people who share our interests
Examples: Large social networks Niche communities
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Connect: Collaborating
Creating something together as a group
Examples: Wikis Social discovery sites Mashups
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Express: Sharing Information Sharing an opinion or helpful information
Examples: Social bookmarking Blogs Ratings/reviews
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In Conclusion…
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Source: Frank About Women
Communicating with a Millennial Mom • She prefers two-way communication – doesn’t want to be talked at • She likes to be involved • She wants to feel like she is getting a recommendation from a friend – someone she can
relate to