the new hands on dad modern media man (m3) summit
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M3 Presentation from Mom Central and Dad Central Consulting, featuring the new Hands On Dad.TRANSCRIPT
Stacy DeBroff
@MomCentral
John Porcaro
@DadCentral
The New “Hands On Dad”™
Huge Growth in the MomSphere…
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The number of Mom Bloggers has grown exponentially over the past five years from less than 50 to millions.
Brands now spend over $500,000 on robust social media campaigns, where they tested the waters with $500.
The stage has been set for the rise of the new Dad Influencer…
Specialize in Marketing to Moms and Dads
Help companies develop meaningful conversations, connections, and communities with Moms and Dads
Reach Moms and Dads and engage them in powerful word-of-mouth programs: Ambassadors, viral marketing across social media platforms, geo-targeted events
Moms and Dads take action and recommend your brand, fueling brand awareness, engagement, product trial, and sales
Work with over 200 national brands
Breadth of consulting services, including research and social media strategy and listening, for start-up and established brands
Offices in US and Canada
Who We Are
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But First – What is Influencer Marketing in Action
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The Best In the World: Oprah
She Recommends a Product and People Embrace it
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It Doesn’t Matter the Platform She’s On
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Do you even know what network her TV show airs on?
Her Passion Translates into Millions in Sales
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Mom and Dad Influencers Operate as a Microcosm of Oprah
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Nashville eZineAlexa Rank: 758,438
3,143 Followers
4,432,934 VisitorsAlexa Rank: 334,256
Facebook Group607 Members
634,403 VisitorsAlexa Rank: 1,089,037
399 Friends
Alexa Rank: 125,575
Alexa Rank: 49,673
Alexa Rank: 103,265
Nashville NewspaperAlexa Rank: 66,483
Featured Mom BlogAlexa Rank: 4,073
How Does Lindsay Ferrier Reach Moms?
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Brands Recognize the Value of Influencer Marketing
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Meet the First Dad Influencer: Paul Revere
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The British are coming!!!
End Result: An Accelerated Market for Dads
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Influencer Marketing in Use: The Xbox Case Study
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Not just “teenagers” playing videogames– Average age: 34
Not only guys– 60% male, 40% female
Not just playing violent videogames– 60% of videogames sold
are rated EC, E, or E10+ Not just playing alone
– Half of parents in America play videogames with theirchildren at least once a week
There is no “one kind of gamer.”
Who Are The Gamers?
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Find the Influencers
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Provide Something Worth Talking About
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Inside Access
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Turn Influencers into Brand Ambassadors
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Get Involved Locally
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Dad Influencers On the Rise
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Lots of free time with friends
Wife, One kid, and a Dinosaur
Long day, tedious work
Dads Defined: The Past
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Working in the Office 9-5 Responsible Family Automobile
Wife, Two Kids, a Dog(and a robot nanny)
Dads Defined: The Future
Relaxing at Home www.DadCentralConsulting.com 24
August 2010 study by Dad Central Consulting
Over 700 members of the Dad Central Consulting Testing Panel with children at home under the age of 18
Who Are Today’s Dads?
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97% feel being a Dad influences how they make purchase decisions.
95% believe their criteria for purchases now gets influenced by the needs and interests of their family.
90% say being a Dad influences whom they trust when seeking advice.
84% of Dads now purchase a much broader set of consumer products than before becoming a parent.
46% report being less likely to make impulse decision.
The “Hands On Dad”™
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Dad Lens
GamesGroceries
Dad & Me Lens
Home EntertainmentAuto
Major Household Products
Me Lens
OutdoorHome ComputingSporting Events
Financial Services
80% of Dads feel they make purchases through a “Dad Lens.”™
The “Dad Lens”™ Influences Purchases
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Who Dads Trust Most for AdviceWhen asked to rank who they trust the most
for advice about family purchases, an overwhelming number of Dads (88%) said they trusted their wife, spouse, or partner the most (top 3).
Other Dads
Other Moms
My Siblings
My Children
My Friends
Parents
Wife/Spouse/Partner
18%
18%
27%
29%
35%
51%
88%
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Who Dads Trust MostDads trust different sources of information depending on what they are purchasing,Household: Wife/Spouse/Partner,
Parents, Product Ratings & Recommendations.
Sports: Other Dads, FriendsTechnology: Other Dads, Product
Ratings & Recommendations, Magazine articles, Friends
Auto: Other DadsGames: Their ChildrenAppliances: Wife/Spouse/PartnerFinance: Wife/Spouse/Partner,
ParentsGifts: Wife/Spouse/Partner, Moms
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Advice about their children
Purchasing advice for household items
Purchasing advice for children
68%
69%
74%
Dads Trust Other DadsDads trust other Dads for first-hand advice when it comes to parenting their children and purchase decisions for their family and household items.
Dads also trust other Dads more than any other source of information for advice when purchasing in the fields of sports, technology and auto.
Auto
Technology
Sports
45%
49%
57%
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How Dads Connect with Other DadsDads connect with fellow Dads through a variety of ways both offline and online.
80% of Dads say they most commonly connect through one-on-one conversations:
Online community sites
School/daycare drop-off/pick-up
School/daycare activities with my children
Hanging out without the children
Activities with my children
My work
One-on-one conversations
17%
22%
27%
43%
58%
61%
63%
68%
80%
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Football Cleats TV Cell phone Soccer equipment Rechargeable Battery for Cell
Phone Martial Arts Classes Videogames Minivan GPS Car Seat Baby Food Nerf toy guns Daybed for my daughter Lawn Mower Family Vacation
Pull-behind camper Videogame console Lawn fertilizer Baby monitor Bike for my daughter Tools Baby swing Computer Organic veggies BB Gun A movie on DVD Tickets to a sports event Diapers Golf Clubs An iPod Touch Probiotics
Dads’ Purchases After Consulting Other Dads
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Q1: How has being a Dad changed your life? Less leisure time, time and money focus on family, just about everything…
Q2: What influenced purchases before?Wants, desires, friends, impulse…
Q3: What influences purchases now?Family needs, children, spouse, budget…
Q4: Where do you go for advice?Wife, family, Internet, reviews, other Dads…
Q5: How do you connect with other Dads?Online, at games, school events, church…
Q6: What was the last purchase you made after consulting another parent?Car seat, Xbox, swing set, sheetrock, bike, laptop, beer, camera, table saw, diapers…
#PowerOfDadsOne hour: Aug 25, 12-1 PM EDT1,500+ Tweets100,454 followers reached1.6 million impressions
Power of Dads Twitter Meetup
Power of Dads Twitter Meetup
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1,175 Followers
Featured Dad BlogFeatured Blogger
Featured Blogger
10,000 Visitors
Featured Blogger
Featured Blogger
Whit Honea in Action
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48,000 Visitors
617 Friends
Jason Bean in Action: Gatorade
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Muskrat in Action: Ralph Lauren
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The Emergent Dad Influencer
Key Takeaways
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Market has been proven by Mom Influencers
Brands have embraced Influencer marketing
A new Hands on Dad™ has emerged and shifted perceptions through the Dad Lens™
Dads are Influencers with strong audiences and reach
We are at the start of an exciting, dynamic and nascent influencer vertical
We look forward to working with you in the future. Thank you for
coming out this morning and listening to our presentation.
The Mom & Dad Central Team
www.DadCentralConsulting.com | Facebook: Dad Central | Twitter: DadCentral
77 Chapel StreetNewton, MA 02458