How to engage with tech-savvy mums & the benefits to your business

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Digital Mums:
How to engage with tech-savvy women
and the benefits to your business
@GemmaMFC
@MyFamilyClub
#TechSavvyMums #MarketingToMums

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Why mums are important for your business
* BabyCentre: commissions digital usage report
* MyFamilyClub - Digital Mums, Tech & Engagement Survey April 2014 – 2800 sample size
• Mums mobilise huge amounts of spending power and make roughly 85% of spending
decisions in the household. Mums hold the key to the kingdom.
• Numerous industries can benefit from targeting mums such as healthcare, travel, cars,
property, home tech, banking & finance and not to mention, food!
• Mums spend more online quarterly than the
general population £251 vs £222
• According to Boston Consulting Group, women
control as much as 70 per cent of household
purchases and $20tr of consumer spending
worldwide. Mummy = Money!
• Women will also be responsible for $5tr of
incremental spending over the next several years.
• 68% of women change their purchase criteria for
everything, including clothing, beauty
products and cars when they become mothers.
Copyright © Gemma Johnson 2014

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Inherently social … us mums!
* BabyCentre: Babycentre mobile mum report
• The Smartphone has become mums customer service agent and shopping ‘buddy’
(no more wine-fuelled window shopping with friends – DRAT!).
• Mums are constantly evaluating your product or service to determine how well it meshes
with her own and her family’s needs.
• 32% of mums would make a purchasing decision based on a blog post.
• Mums were responsible for driving the blogosphere into the stratosphere.
• 18.3 million internet users who are mums read blogs at least once per month.
• 87% of mums in the UK have smartphones.
• Mums are social leaders and social powers her life.
• 75% of mums watch TV and go on their tablet or smartphone with
42% engaging with social media.
51% said they would share a coupon or offer on social media

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My timeline – where can you reach me?
My typical day:
• 6am – 6.30am – Wake & shower
• 6.45am – 7am – Make breakfast
• 7am – 7.50am – Get myself dressed and
the kids. Make packed lunches.
• 8am – Start commute 1.5/1.45 hr
• 9.30 - 9.40 – Arrive at work
• 6/6.30 – Start commute 1.5/1.45 hr
• 8/8.30pm – Arrive home & settle kids
• 9pm – Dinner and catch up with husband
• 10pm – Bath
• 11 – 11.30pm – Bed
Key:
Smartphone Laptop Tablet

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General tech preferences
A typical day of device usage:
* comScore Device Essentials – January 2013 UK Copyright © Gemma Johnson 2014

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Step 1: Understanding our media consumption
UK mums weekly media consumption
What do we do online?
Digital mums do 41% of their
shopping
We chat, chat and chat some
more oh! and we
share things that annoy us,
tickle us, make us smile,
laugh or cry.
We research and plan our
busy family lives.
Mums still consume
traditional media but blend
it with modern technology.
* IAB Europe’s Mediascope study Copyright © Gemma Johnson 2014

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What devices do we use + popular platforms?
The top 3 devices used by mums weekly:
The most popular platforms used were:
As you can see, there is overlap on devices and platforms.
What is the one device you can’t live without? > Smartphone
Laptop
76%
Smartphone
65%
Tablet
50%
89%
47%
42%

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There’s always one!
And one woman said…
A kettle!

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Peak time online and our checking habits?
How often do you check social media?
• Every hour – 47%
• 3-5 times per day – 42%
• Less than once a day – 11%
A recent survey we conducted shows parents(mums) are checking
their phone up to 110 per day! – that’s a lot of opportunity with
the right marketing messaging.
* Graph: data from our 55,000 MyFamilyClub Facebook followers Copyright © Gemma Johnson 2014

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So what does all of this mean for YOUR business?
• Get word-of-mouth FREE advertising as
mums leans on her social networks for self-
validation by sharing content and engaging
with her community.
• Tap into a thriving, highly engaged, social
powerhouse that will continue to
advocate your business offline at the school
gates and beyond.
• Massive marketing potential for you via her smartphone as
75% of what she uses it for is an opportunity for you
to reach her.
• Mums say they value an incentive or recognition on brand websites or social media
channels as a reward for their loyalty and effort to spread the word i.e. Tweet this, RT etc
• Build a loyal fan base and brand advocates throughout our whole lifecycle.

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3 rules to stay off the Mum Mafia Hit List?
Rule #No: 1:
Don’t broadcast
Listen & Engage
Rule #No: 2:
Be authentic and transparent
Don’t lie or cover up the small print. Hell! Don’t
even bother with the small print as we’ll spot
the catch a mile off.
Rule #No: 3:
Respond immediately
Negative or positive engagement
on any communication channel
you need to be quick to respond.
Image source: otandet.com

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Brand sentiment – altering opinions
• Own up and acknowledge.
• You need to be active where there is
negative sentiment to allow you to
participate in the discussion and change
opinions.
• Often the effort to make things right, sees
a greater positive sentiment occurring
than the original negative sentiment.
• Turning a negative to a positive can really
benefit a brand/business and often only
takes one smart reply.
• Remember, it’s about acknowledgement!
Free tool to measure sentiment
Image source: conversocial.com

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A recap & check list
• First and foremost, if you haven’t already considered mums as your customer base, then do!
• Every business can benefit from the extra attention of mothers.
• If you want to reach mum you’ll need to adopt a ‘multi-channel’ approach across
devices and media – so getting her at the right time and platform!
• Make sure your business is mobile ready with responsive design – remember, we are busy!
if it’s too difficult to access or messy and confusing, we’ll switch off.
• Be authentic, be truthful and play the long-game. It really pays off!
• Talking to her in the right tone of voice. Not patronising, talk to us as a grown ups.
• Listen first, engage second and then push product or service once you have built a
relationship.
• Respond immediately to any feedback both positive & negative.
Finally, good luck and hit us ‘mums’ up with some well considered campaigns, in the
words of L’Oreal, “because we’re worth it”!

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Gemma Johnson
MB: 07515 42 40 40
gemma@gemmajohnson.co.uk
Facebook: https://www.facebook.com/myfamilyclub
Twitter: http://www.twitter.com/myfamilyclub
Website: http://www.myfamilyclub.co.uk
@GemmaMFC
@MyFamilyClub
#TechSavvyMums #MarketingToMums

How to engage with tech-savvy mums & the benefits to your business

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How to engage with tech-savvy mums & the benefits to your business