No More Mad Men: Moms, Social Media and the End of Top-Down Messaging

No More Mad Men
Moms, Social Media &

the End of Top-Down Marketing

Stacy DeBroff | October 23, 2012

@momcentral

I
grow
people…

what’s
your

superpower?

1.  pay bills

2.  buy groceries

3.  pick up kids

4. start a
revolution

MomCentralConsulting.com

The Era of Top-Down Messaging


Facebook = Moms’ new picket fence

Twitter = the new customer service hotline

Blogs = replace advertising messages


A New Era of Social Media Marketing


Resistance to Changing Status Quo


Historic Moments of Disruption

1920s 1960s-1970s 1970s
Right to Political Right to Workplace Right to Education
Equality Equality Equality


1920 Women’s Suffrage Movement

“…if
we
allow
women
to
vote
it
will
mean
the
loss
of
social
structure
and

the
rise
of
every
liberal
cause
under
the
sun.
Women
are
well

represented
by
their
fathers,
brothers,
and
husbands.”

-‐
Winston
Churchill


65th
Congress,
1917–1919
112th
Congress,
2012

Women
Representa?ves
and
Senators:
Women
Representa?ves
and
Senators:

House
=
1

House
=
76

Senate
=
0
Senate
=
17


1960/70s Women’s Movement

“Feminism
encourages
women
to
leave
their
husbands,
kill

their
children,
prac?ce
witchcra@,
destroy
capitalism
…”

–
Pat
Robertson


1970s Title IX

1800s:
Sports
damage
women's
delicate
internal
organs.

1950s:
Women
lack
the
endurance
to
sprint
full
court.

1990s:
Sports
make
women
unfeminine
or
unaEracFve.

2002:
In
order
to
comply
with
the
law,
schools
are
eliminaFng
men’s
sports,
thus

discriminaFng
against
boys
and
men…

And
“women
don’t
really
want
to
play
sports
as
much
as
men
do

anyway.”

“Girls
playing
sports
is
not
about
winning
gold
medals.
It’s
about
self-‐esteem,

learning
to
compete
and
learning
how
hard
you
have
to
work
in
order
to

achieve
your
goals.”

—
Jackie
Joyner-‐Kersee


Today’s Social Media Movement


Right to: Marketplace Equality

Trust = the New Marketing Catalyst

•  Make purchasing decisions
Social media enables Moms to seek for their children

out opinions they trust, instead of •  Feel about brand loyalty

relying on brand messaging & acts as •  Interact with brands

catalyst that changes how Moms:

Moms
don’t trust brands…


Pampers
Parents expressed
P&G launched concern over
marketed as the diaper rash
most trusted Dry Max through social
name in diapers technology

media creating a
in U.S.

Facebook page


“

Pampers Swaddler and Cruisers with Dry
max have been causing Chemical burns,
Infections, and SEVERE diaper rash. Procter
…was
just
at
Wal-‐Mart
and Gamble have been denying this claim and
and
(saw)
a
guy
had

they have no scientific proof of this! This is

____

”

Pampers
Dry
Max
in
his
wrong! Please P&G do what’s right & recall!

cart…I
stopped
him
and

explained
to
him
what

has
been
happening

with
this
diaper…
I
find
this
completely

unacceptable!
something

needs
to
be
done
our

voices
aren’t
being
heard

loud
enough!

How
is
this
diaper
not

recalled
yet??
Have

not
enough
babies
Is
it
just
me
or
do
any

suffered
yet?
P&G
I
of
you
feel
like
this

think
you
are
issue
is
being
swept

complete
Morons!
under
the
carpet?

“Intensive safety assessments, chemical testing and consumer testing,
before, during and after the launch shows that

Pampers Dry Max is safe.”

– Company Statement, Proctor Gamble

Consumer Reports

Brands Listening Responding

Free shipping and returns

Personalized offerings easy free shipping

Trust in labels food sourcing


xxx

Collective Power of Mom Influencers


1 Mad
Men-‐Era
Ad Impression

1 Social
Media
Expression


U.S. Momentum Goes Global

Changing lives across the globe

Expanding Voices

Gen-Z Moms

Istanbul,
Turkey


Worldwide Social Media

Revolutionizing Communications in Turkey

Stacy DeBroff
CEO,
Founder

Mom
Central
ConsulFng

@momcentral

stacy@momcentral.com


No More Mad Men: Moms, Social Media and the End of Top-Down Messaging

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