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© BabyCentre LLC. Confidential. All rights reserved. #21CMum
June 2013
2013 UK Report
© BabyCentre LLC. Confidential. All rights reserved. #21CMum
Methodology
In-depth
Survey
1,700+
Respondents
• Survey of mums compared
to general online population
• 1,088 expectant women or
mums 18-44 with kids up to
8 years old (mean age 34)
• 693 other online adults,
weighted (mean age 41)
• May 2013
Behavioural
& Secondary
• eCommerce: Online
spending
• Behavioural analytics
• Mums 18-34 compared to
Internet users age 18+
Qualitative
Research
• Social media diaries
• New and expectant mums
• Recruited from across the
UK via the BabyCentre
Community
© BabyCentre LLC. Confidential. All rights reserved. #21CMum
Agenda
1 Mum is a social leader
2 Social powers her life
3 Different social for different needs
4 The most social consumer you’ll meet
5 Marketing to Social Mum
© BabyCentre LLC. Confidential. All rights reserved. #21CMum
Social media is fundamental for Mum
Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013.
88%
77%
Mums Gen Pop
Q: Do you use social media (e.g., Facebook, Twitter,
BabyCentre Community) regularly?
Fast Facts
+15% more
likely to use social
media
© BabyCentre LLC. Confidential. All rights reserved. #21CMum
Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013. comScore desktop UK data, W15-34
with children compared to Internet population age 18+, April 2013. comScore Multi Platform UK data, women 15-34, March 2013.
It’s where she spends her time
8.2
9.1
11.2
Gen Pop Mums Mobile W15-34
(GSMA only, wifi
not included)
+11% +37%
I can catch up on
friends lives even when
I don’t have time to email
or call them.
BabyCentre Mum
Total monthly hours spent on
comScore social networking category
© BabyCentre LLC. Confidential. All rights reserved. #21CMum
72%
67%
25%
15% 14%
8%
79% 79%
27%
20%
17%
9%
Facebook YouTube Twitter Tumblr Instagram Pinterest
Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013. comScore desktop US data,
W18-34 with children compared to Internet population age 18+, March 2013.
Mums lead across major platforms
W18–34 with kidsGen Pop
+8% +33% +21% +13%+18%
% reach
+9%
Fast Facts
On a monthly
basis, not
including mobile,
mums spend an
average of:
• 8.1 hours on
Facebook
• 5.2 hours on
YouTube
• 3.7 hours on
Tumblr
© BabyCentre LLC. Confidential. All rights reserved. #21CMum
Social powers her life
© BabyCentre LLC. Confidential. All rights reserved. #21CMum
86%
72%
18%
32%
38%
12%
82% 82%
51%
41%
30%
18%
Laptop Smartphone Tablet PC Gaming console PVR or Sky Plus Internet TV
device
Media Mums are early adopters
-4% +13% +183% +28% -22% +47%
Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013.
* Note: Compared to 21st Century Mum Insights Series Media Mum, June 2012.
Q: Do you have any of the following
devices or services?
Mums, 2012 Mums, 2013
© BabyCentre LLC. Confidential. All rights reserved. #21CMum
Mum spends her time differently
Source: BabyCenter Motherhood Transformations Study, March 2013. Based on 146 UK women age 18+ with at least one
child under 18 years old.
-4 -3 -2 -1 0 1 2 3 4
Cooking
Cleaning the house
Getting your children ready in the morning
Kids activities
Doing Laundry
Putting your children to bed
Feeding your children
Playing with your children
% change in # of hours
Fast Facts
+9 hours of
parenting time added
Watching television
Exercising
Socialising with friends
Sleeping
Pursuing personal hobbies
Spending quality time with your spouse / significant other
Working outside the home
Q: On average, how many hours in an average weekday do you
currently spend doing each of the following activities?
More Hours Less Hours
© BabyCentre LLC. Confidential. All rights reserved. #21CMum
I just don't want to be one of those people that only hangs about
with other mummies but I must admit that sometimes I find it easier
as we can talk about these things without boring other people.
—jellybaby1984
‘‘
’’
Her social behaviours change
dramatically
53% have less in common with non-mum friends,
starting in pregnancy
80% say their new mum friends are very
important to them
68%
use parenting social media for brand
& product recommendations
(+42% from 2009)
Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013.
© BabyCentre LLC. Confidential. All rights reserved. #21CMum
Social media makes life better
Connection
44% are
communicating
more through
social media and
emailing less often
Discovery
2x more likely
to say social
helps her get
information
quickly (53%)
Sharing
81% share
family
milestones
on Facebook
Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013.
© BabyCentre LLC. Confidential. All rights reserved. #21CMum
Fueling health and wellness
Gen Pop Mums
Q: Which of the following have you done using social media,
related to health, fitness or personal goals?
Commented on someone
else’s achievement or goal
Joined a group
Used a social health tool
Post about achievements
Posted a picture
Make others more aware of my
goals so they can support me
+75%
+57%
+92%
+56%
+113%
+57%
28%
21%
13%
16%
11%
8%
7%
49%
33%
25%
25%
18%
17%
11%
Asked for donations for a charity
+64%
Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013.
© BabyCentre LLC. Confidential. All rights reserved. #21CMum
Redefining the TV experience
Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013.
© BabyCentre LLC. Confidential. All rights reserved. #21CMum
It even comes before tea
50%
26%
30%
71%
60%
55%
Email Facebook Text messages
Q: Which of these do you check first in the morning?
+42% +131% +83%
Gen Pop Mums
Facebook is the first
thing I check in the
morning and the last
thing I do at night! I’m
definitely addicted.
BabyCentre Mum
Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013.
© BabyCentre LLC. Confidential. All rights reserved. #21CMum
81%
83%
53%
78%
42%
12%
21%
89%
84%
60%
67%
57%
53%
37%
Mobile & Social: 1+1=3
Q: How often do you visit each of these types of sites or apps
on your smartphone or tablet? (Weekly or more often)
Gen Pop Mums
+10%
+1%
+14%
+76%
-14%
Facebook
Twitter
Pinterest
Parenting
communities
Personal
email
Fast Facts
2.5x more likely
to prefer checking
social media on
her smartphone
Blogs
+342%
Tumblr +36%
Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013.
© BabyCentre LLC. Confidential. All rights reserved. #21CMum
Trend Watch
Private Sharing + Control
Sharing
moments that
matter
One-on-one
group
messaging
© BabyCentre LLC. Confidential. All rights reserved. #21CMum
Different social for
different needs
© BabyCentre LLC. Confidential. All rights reserved. #21CMum
Social networks mirror
real-life connections
Local Area
Mums’ Group
Secondary
School
Family
University
© BabyCentre LLC. Confidential. All rights reserved. #21CMum
Local Area
Secondary
School
Family
University
Shared interests drive deeper
connections
Books
Food
Tennis
Travel
March 2013
Birth Club
Mums’ Group
© BabyCentre LLC. Confidential. All rights reserved. #21CMum
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Facebook Twitter Pinterest BabyCenter
Facebook is for socialising & sharing
Q: Which of these sites or types of sites do you use for each
activity?
Sharing photos or video
Sharing family milestones, photos, events
Socialising
Fast Facts
3.2B likes
and comments on
Facebook daily
300M photos
uploaded daily
Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013.
© BabyCentre LLC. Confidential. All rights reserved. #21CMum
Twitter is for following news,
brands, celebrities
Q: What’s the best thing
about Twitter?
Twitter is great to get
breaking news on all types of
topics quickly. It enables me
to interact with celebrities and
it’s a great way to pass time.
BabyCentre Mum
Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013.
© BabyCentre LLC. Confidential. All rights reserved. #21CMum
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Facebook Twitter Pinterest BabyCenter
Parenting social media is for
support & information
Health or medical advice
Product recommendations
Support from those in similar situations
Getting answers
Q: Which of these sites or types of sites do you use for each
activity?
My least favourite
thing about being
pregnant with
twins; buying a
new car!
BabyCentre Mum
Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013.
© BabyCentre LLC. Confidential. All rights reserved. #21CMum
Parenting communities are about
advice, shared experiences, Q&A
Q: What’s the best thing about parenting communities
(e.g., BabyCentre Community, Netmums)?
Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013.
© BabyCentre LLC. Confidential. All rights reserved. #21CMumSource: BabyCentre 21st Century Mum™ Talk Tracker™, June 2013.
Her conversations reflect endless
choices along the journey
0
20
40
60
80
100
120
140
160
180
200
UK: Nappy
US: Diapers
INDEX
© BabyCentre LLC. Confidential. All rights reserved. #21CMum
21%
87%
8%
47%
71%
9%
88%
35%
12%
Spotlight Where would Mum put each post?
We’re having
a boy!
What’s the best
BPA-free bottle?
Which car is best
for my family?
Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013.
© BabyCentre LLC. Confidential. All rights reserved. #21CMum
0
20
40
60
80
100
120
140
160
Preg
1
Preg
2
Preg
3
Preg
4
Preg
5
Preg
6
Preg
7
Preg
8
Preg
9
Birth 1
mo
2
mo
3
mo
4
mo
5
mo
6
mo
7
mo
8
mo
9
mo
10
mo
11
mo
12
mo
Pinterest
Source: BabyCentre 21st Century Mum™ Talk Tracker™, June 2013.
INDEX
Preparing for
the baby
Baby sleeping
through the
night
Pinterest inspires Mum
Prep for baby’s
first birthday
Absolutely obsessed with
Pinterest. It has some fab
inspiration :)
BabyCentre Mum
© BabyCentre LLC. Confidential. All rights reserved. #21CMum
Trend Watch
Visual and Creative Sharing
Chief Memory Officer
meets Mobile Mum
© BabyCentre LLC. Confidential. All rights reserved. #21CMum
The most social
consumer you’ll meet
© BabyCentre LLC. Confidential. All rights reserved. #21CMum
Mums spend more
Mum spends
more online
vs.
general population
£222
£240
£251
General
Population
Women 18+ Women 18+ with
children
Quarterly Online Spending
Per Buyer
Fast Facts
Mums are 34% more
likely to spend online
than the average
online adult
Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013. comScore eCommerce
data, Q1 2013.
© BabyCentre LLC. Confidential. All rights reserved. #21CMum
Social Mum is well connected
Q: Approximately how many people are you connected to on
Facebook?
48%
60%
General Population Mums
% with 100+ friends
+25%
Fast Facts
Half of BabyCentre
Community members visit a
Birth Club each month
Typical BabyCentre Birth
Club has:
• 2K+ members
• 30K+ posts
• 300K+ comments
Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013. BabyCenter Internal Logs,
May 2013.
© BabyCentre LLC. Confidential. All rights reserved. #21CMum
76%
14%
6%
23%
18%
37%
Common interests expand
her network
Q: For each of these sites, what types of people are you connected
to? (among mums)
People with whom I have a common interest, but haven’t met in personFriends/Family
Fast Facts
42% share information
with the BabyCentre
Community that they
would prefer not to
share on Facebook
Extended network
Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013.
© BabyCentre LLC. Confidential. All rights reserved. #21CMum
Social media drives purchasing
64%
49%
47%
37%
28%
23%
15%
A mum recommended it
on a parenting site
A brand posted a voucher or
other offer on a social network
A friend liked or posted about
the brand on a social network
The brand posted
information on a social network
You saw a picture on Pinterest
You saw a sponsored
ad on a social network
You saw someone following
the brand on a social network
Q: Have ever bought something because...
Fast Facts
Posts from a friend are
27% more influential than
posts from a brand
Posts from another mum
are 73% more influential
than posts from a brand
Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013.
© BabyCentre LLC. Confidential. All rights reserved. #21CMum
For everything from food to clothing
Q: What have you bought as a result of seeing something posted or
advertised in social media?
Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013.
© BabyCentre LLC. Confidential. All rights reserved. #21CMum
Trend Watch
Social Commerce
Easy to use and lots of gifts
are under £10. Nice to send
to people if u can’t be there
for a birthday or even if they
are having a rubbish day.
!
© BabyCentre LLC. Confidential. All rights reserved. #21CMum
Marketing to Social Mum
© BabyCentre LLC. Confidential. All rights reserved. #21CMum
E-COMMERCE
Mums are 34% more
likely to spend online
than gen pop.
TELEVISION
Half of mums post on
Facebook about shows
they are watching.
TABLET
183% growth
YOY ownership
among mums.
MOBILE
Mum is 2.5X more
likely to prefer
checking social
media on her
smartphone.
Social Mum demands attention
Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013.
© BabyCentre LLC. Confidential. All rights reserved. #21CMum
Marketers are engaging her
© BabyCentre LLC. Confidential. All rights reserved. #21CMum
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Brands must understand
Mum’s mindset
Q: On which of the following social media do you do the following?
(among mums)
Share a coupon/offer
Like/Follow a friend or brand
Research products
Is there a difference
between shampoos? Does
an expensive shampoo
make a difference to your
hair or are you better off
saving your pennies and
getting supermarket own
brand at £1?
happytired
Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013.
© BabyCentre LLC. Confidential. All rights reserved. #21CMum
Spotlight Messaging to Social Mum
© BabyCentre LLC. Confidential. All rights reserved. #21CMum
TBD
Social
platforms
Sarah — The ResearcherSocial Mum
I use social media to
research things and find
out information, and to
connect with companies
and retailers I use.
I haven’t told anyone I’m pregnant yet, but my belly is starting to
grow! Any advice on where to shop for maternity jeans?
BabyCentre Nov 2013 Birth Club
Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013.
© BabyCentre LLC. Confidential. All rights reserved. #21CMum
She expects to save and learn
from brands
Q: Why do you like or follow brands on social media?
Gen Pop Mums
+29%Vouchers, discounts
Find out about new
products early on
Have bought or
use the brand
Got recall
information
Currently shopping for
this brand’s product
Endorse the brand
to others
+53%
+90%
+55%
52%
30%
19%
10%
11%
7%
67%
43%
29%
19%
17%
8%
+43%
+14%
Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013.
© BabyCentre LLC. Confidential. All rights reserved. #21CMum
Spotlight Engaging Social Mum with content
© BabyCentre LLC. Confidential. All rights reserved. #21CMum
She shares when she cares
Q: Which are you most likely to do on social media in
response to charitable causes?
Gen Pop Mums
Like a company
supporting it
Share/Repost/Retweet
a comment about it
Donate via
social media
35%
21%
15%
50%
36%
18%
Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013.
© BabyCentre LLC. Confidential. All rights reserved. #21CMum
Spotlight Messaging to Social Mum
© BabyCentre LLC. Confidential. All rights reserved. #21CMum
She expects social
solutions
Are you enabling her to post,
pin, share and connect around
your brand?
Her influence is
growing
How can you move from
engaging mum, to inspiring
her to advocate?
Her life is transformed
Do you anticipate her
new needs, priorities
and preferences?
Social powers her life
Are you reaching her in
her channels and platforms
of choice?
She’s listening, how do you talk
to her when…
© BabyCentre LLC. Confidential. All rights reserved. #21CMum
New rules for marketing to
Social Mum
Recognise she’s different, and so are her needs;
how and what you talk about matters
1
2
3
4
Create a give-and-take relationship based on
what she finds valuable
Listen to her. Act on what she says; if she asks
a question, answer it – every time
Talk to her about things that have nothing to
do with you
Support her busy life, don’t make demands,
nurture her journey5
© 2013 BabyCentre LLC. Confidential. All rights reserved.
Questions?
Please contact us.
Email bcsolutions@babycentre.co.uk
Marketing Manager
first.last@babycenter.com
(XXX) XXX-XXXX

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BabyCentre 2013 UK Social Mum Report

  • 1. © BabyCentre LLC. Confidential. All rights reserved. #21CMum June 2013 2013 UK Report
  • 2. © BabyCentre LLC. Confidential. All rights reserved. #21CMum Methodology In-depth Survey 1,700+ Respondents • Survey of mums compared to general online population • 1,088 expectant women or mums 18-44 with kids up to 8 years old (mean age 34) • 693 other online adults, weighted (mean age 41) • May 2013 Behavioural & Secondary • eCommerce: Online spending • Behavioural analytics • Mums 18-34 compared to Internet users age 18+ Qualitative Research • Social media diaries • New and expectant mums • Recruited from across the UK via the BabyCentre Community
  • 3. © BabyCentre LLC. Confidential. All rights reserved. #21CMum Agenda 1 Mum is a social leader 2 Social powers her life 3 Different social for different needs 4 The most social consumer you’ll meet 5 Marketing to Social Mum
  • 4. © BabyCentre LLC. Confidential. All rights reserved. #21CMum Social media is fundamental for Mum Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013. 88% 77% Mums Gen Pop Q: Do you use social media (e.g., Facebook, Twitter, BabyCentre Community) regularly? Fast Facts +15% more likely to use social media
  • 5. © BabyCentre LLC. Confidential. All rights reserved. #21CMum Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013. comScore desktop UK data, W15-34 with children compared to Internet population age 18+, April 2013. comScore Multi Platform UK data, women 15-34, March 2013. It’s where she spends her time 8.2 9.1 11.2 Gen Pop Mums Mobile W15-34 (GSMA only, wifi not included) +11% +37% I can catch up on friends lives even when I don’t have time to email or call them. BabyCentre Mum Total monthly hours spent on comScore social networking category
  • 6. © BabyCentre LLC. Confidential. All rights reserved. #21CMum 72% 67% 25% 15% 14% 8% 79% 79% 27% 20% 17% 9% Facebook YouTube Twitter Tumblr Instagram Pinterest Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013. comScore desktop US data, W18-34 with children compared to Internet population age 18+, March 2013. Mums lead across major platforms W18–34 with kidsGen Pop +8% +33% +21% +13%+18% % reach +9% Fast Facts On a monthly basis, not including mobile, mums spend an average of: • 8.1 hours on Facebook • 5.2 hours on YouTube • 3.7 hours on Tumblr
  • 7. © BabyCentre LLC. Confidential. All rights reserved. #21CMum Social powers her life
  • 8. © BabyCentre LLC. Confidential. All rights reserved. #21CMum 86% 72% 18% 32% 38% 12% 82% 82% 51% 41% 30% 18% Laptop Smartphone Tablet PC Gaming console PVR or Sky Plus Internet TV device Media Mums are early adopters -4% +13% +183% +28% -22% +47% Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013. * Note: Compared to 21st Century Mum Insights Series Media Mum, June 2012. Q: Do you have any of the following devices or services? Mums, 2012 Mums, 2013
  • 9. © BabyCentre LLC. Confidential. All rights reserved. #21CMum Mum spends her time differently Source: BabyCenter Motherhood Transformations Study, March 2013. Based on 146 UK women age 18+ with at least one child under 18 years old. -4 -3 -2 -1 0 1 2 3 4 Cooking Cleaning the house Getting your children ready in the morning Kids activities Doing Laundry Putting your children to bed Feeding your children Playing with your children % change in # of hours Fast Facts +9 hours of parenting time added Watching television Exercising Socialising with friends Sleeping Pursuing personal hobbies Spending quality time with your spouse / significant other Working outside the home Q: On average, how many hours in an average weekday do you currently spend doing each of the following activities? More Hours Less Hours
  • 10. © BabyCentre LLC. Confidential. All rights reserved. #21CMum I just don't want to be one of those people that only hangs about with other mummies but I must admit that sometimes I find it easier as we can talk about these things without boring other people. —jellybaby1984 ‘‘ ’’ Her social behaviours change dramatically 53% have less in common with non-mum friends, starting in pregnancy 80% say their new mum friends are very important to them 68% use parenting social media for brand & product recommendations (+42% from 2009) Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013.
  • 11. © BabyCentre LLC. Confidential. All rights reserved. #21CMum Social media makes life better Connection 44% are communicating more through social media and emailing less often Discovery 2x more likely to say social helps her get information quickly (53%) Sharing 81% share family milestones on Facebook Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013.
  • 12. © BabyCentre LLC. Confidential. All rights reserved. #21CMum Fueling health and wellness Gen Pop Mums Q: Which of the following have you done using social media, related to health, fitness or personal goals? Commented on someone else’s achievement or goal Joined a group Used a social health tool Post about achievements Posted a picture Make others more aware of my goals so they can support me +75% +57% +92% +56% +113% +57% 28% 21% 13% 16% 11% 8% 7% 49% 33% 25% 25% 18% 17% 11% Asked for donations for a charity +64% Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013.
  • 13. © BabyCentre LLC. Confidential. All rights reserved. #21CMum Redefining the TV experience Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013.
  • 14. © BabyCentre LLC. Confidential. All rights reserved. #21CMum It even comes before tea 50% 26% 30% 71% 60% 55% Email Facebook Text messages Q: Which of these do you check first in the morning? +42% +131% +83% Gen Pop Mums Facebook is the first thing I check in the morning and the last thing I do at night! I’m definitely addicted. BabyCentre Mum Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013.
  • 15. © BabyCentre LLC. Confidential. All rights reserved. #21CMum 81% 83% 53% 78% 42% 12% 21% 89% 84% 60% 67% 57% 53% 37% Mobile & Social: 1+1=3 Q: How often do you visit each of these types of sites or apps on your smartphone or tablet? (Weekly or more often) Gen Pop Mums +10% +1% +14% +76% -14% Facebook Twitter Pinterest Parenting communities Personal email Fast Facts 2.5x more likely to prefer checking social media on her smartphone Blogs +342% Tumblr +36% Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013.
  • 16. © BabyCentre LLC. Confidential. All rights reserved. #21CMum Trend Watch Private Sharing + Control Sharing moments that matter One-on-one group messaging
  • 17. © BabyCentre LLC. Confidential. All rights reserved. #21CMum Different social for different needs
  • 18. © BabyCentre LLC. Confidential. All rights reserved. #21CMum Social networks mirror real-life connections Local Area Mums’ Group Secondary School Family University
  • 19. © BabyCentre LLC. Confidential. All rights reserved. #21CMum Local Area Secondary School Family University Shared interests drive deeper connections Books Food Tennis Travel March 2013 Birth Club Mums’ Group
  • 20. © BabyCentre LLC. Confidential. All rights reserved. #21CMum 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Facebook Twitter Pinterest BabyCenter Facebook is for socialising & sharing Q: Which of these sites or types of sites do you use for each activity? Sharing photos or video Sharing family milestones, photos, events Socialising Fast Facts 3.2B likes and comments on Facebook daily 300M photos uploaded daily Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013.
  • 21. © BabyCentre LLC. Confidential. All rights reserved. #21CMum Twitter is for following news, brands, celebrities Q: What’s the best thing about Twitter? Twitter is great to get breaking news on all types of topics quickly. It enables me to interact with celebrities and it’s a great way to pass time. BabyCentre Mum Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013.
  • 22. © BabyCentre LLC. Confidential. All rights reserved. #21CMum 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Facebook Twitter Pinterest BabyCenter Parenting social media is for support & information Health or medical advice Product recommendations Support from those in similar situations Getting answers Q: Which of these sites or types of sites do you use for each activity? My least favourite thing about being pregnant with twins; buying a new car! BabyCentre Mum Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013.
  • 23. © BabyCentre LLC. Confidential. All rights reserved. #21CMum Parenting communities are about advice, shared experiences, Q&A Q: What’s the best thing about parenting communities (e.g., BabyCentre Community, Netmums)? Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013.
  • 24. © BabyCentre LLC. Confidential. All rights reserved. #21CMumSource: BabyCentre 21st Century Mum™ Talk Tracker™, June 2013. Her conversations reflect endless choices along the journey 0 20 40 60 80 100 120 140 160 180 200 UK: Nappy US: Diapers INDEX
  • 25. © BabyCentre LLC. Confidential. All rights reserved. #21CMum 21% 87% 8% 47% 71% 9% 88% 35% 12% Spotlight Where would Mum put each post? We’re having a boy! What’s the best BPA-free bottle? Which car is best for my family? Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013.
  • 26. © BabyCentre LLC. Confidential. All rights reserved. #21CMum 0 20 40 60 80 100 120 140 160 Preg 1 Preg 2 Preg 3 Preg 4 Preg 5 Preg 6 Preg 7 Preg 8 Preg 9 Birth 1 mo 2 mo 3 mo 4 mo 5 mo 6 mo 7 mo 8 mo 9 mo 10 mo 11 mo 12 mo Pinterest Source: BabyCentre 21st Century Mum™ Talk Tracker™, June 2013. INDEX Preparing for the baby Baby sleeping through the night Pinterest inspires Mum Prep for baby’s first birthday Absolutely obsessed with Pinterest. It has some fab inspiration :) BabyCentre Mum
  • 27. © BabyCentre LLC. Confidential. All rights reserved. #21CMum Trend Watch Visual and Creative Sharing Chief Memory Officer meets Mobile Mum
  • 28. © BabyCentre LLC. Confidential. All rights reserved. #21CMum The most social consumer you’ll meet
  • 29. © BabyCentre LLC. Confidential. All rights reserved. #21CMum Mums spend more Mum spends more online vs. general population £222 £240 £251 General Population Women 18+ Women 18+ with children Quarterly Online Spending Per Buyer Fast Facts Mums are 34% more likely to spend online than the average online adult Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013. comScore eCommerce data, Q1 2013.
  • 30. © BabyCentre LLC. Confidential. All rights reserved. #21CMum Social Mum is well connected Q: Approximately how many people are you connected to on Facebook? 48% 60% General Population Mums % with 100+ friends +25% Fast Facts Half of BabyCentre Community members visit a Birth Club each month Typical BabyCentre Birth Club has: • 2K+ members • 30K+ posts • 300K+ comments Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013. BabyCenter Internal Logs, May 2013.
  • 31. © BabyCentre LLC. Confidential. All rights reserved. #21CMum 76% 14% 6% 23% 18% 37% Common interests expand her network Q: For each of these sites, what types of people are you connected to? (among mums) People with whom I have a common interest, but haven’t met in personFriends/Family Fast Facts 42% share information with the BabyCentre Community that they would prefer not to share on Facebook Extended network Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013.
  • 32. © BabyCentre LLC. Confidential. All rights reserved. #21CMum Social media drives purchasing 64% 49% 47% 37% 28% 23% 15% A mum recommended it on a parenting site A brand posted a voucher or other offer on a social network A friend liked or posted about the brand on a social network The brand posted information on a social network You saw a picture on Pinterest You saw a sponsored ad on a social network You saw someone following the brand on a social network Q: Have ever bought something because... Fast Facts Posts from a friend are 27% more influential than posts from a brand Posts from another mum are 73% more influential than posts from a brand Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013.
  • 33. © BabyCentre LLC. Confidential. All rights reserved. #21CMum For everything from food to clothing Q: What have you bought as a result of seeing something posted or advertised in social media? Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013.
  • 34. © BabyCentre LLC. Confidential. All rights reserved. #21CMum Trend Watch Social Commerce Easy to use and lots of gifts are under £10. Nice to send to people if u can’t be there for a birthday or even if they are having a rubbish day. !
  • 35. © BabyCentre LLC. Confidential. All rights reserved. #21CMum Marketing to Social Mum
  • 36. © BabyCentre LLC. Confidential. All rights reserved. #21CMum E-COMMERCE Mums are 34% more likely to spend online than gen pop. TELEVISION Half of mums post on Facebook about shows they are watching. TABLET 183% growth YOY ownership among mums. MOBILE Mum is 2.5X more likely to prefer checking social media on her smartphone. Social Mum demands attention Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013.
  • 37. © BabyCentre LLC. Confidential. All rights reserved. #21CMum Marketers are engaging her
  • 38. © BabyCentre LLC. Confidential. All rights reserved. #21CMum 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Brands must understand Mum’s mindset Q: On which of the following social media do you do the following? (among mums) Share a coupon/offer Like/Follow a friend or brand Research products Is there a difference between shampoos? Does an expensive shampoo make a difference to your hair or are you better off saving your pennies and getting supermarket own brand at £1? happytired Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013.
  • 39. © BabyCentre LLC. Confidential. All rights reserved. #21CMum Spotlight Messaging to Social Mum
  • 40. © BabyCentre LLC. Confidential. All rights reserved. #21CMum TBD Social platforms Sarah — The ResearcherSocial Mum I use social media to research things and find out information, and to connect with companies and retailers I use. I haven’t told anyone I’m pregnant yet, but my belly is starting to grow! Any advice on where to shop for maternity jeans? BabyCentre Nov 2013 Birth Club Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013.
  • 41. © BabyCentre LLC. Confidential. All rights reserved. #21CMum She expects to save and learn from brands Q: Why do you like or follow brands on social media? Gen Pop Mums +29%Vouchers, discounts Find out about new products early on Have bought or use the brand Got recall information Currently shopping for this brand’s product Endorse the brand to others +53% +90% +55% 52% 30% 19% 10% 11% 7% 67% 43% 29% 19% 17% 8% +43% +14% Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013.
  • 42. © BabyCentre LLC. Confidential. All rights reserved. #21CMum Spotlight Engaging Social Mum with content
  • 43. © BabyCentre LLC. Confidential. All rights reserved. #21CMum She shares when she cares Q: Which are you most likely to do on social media in response to charitable causes? Gen Pop Mums Like a company supporting it Share/Repost/Retweet a comment about it Donate via social media 35% 21% 15% 50% 36% 18% Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013.
  • 44. © BabyCentre LLC. Confidential. All rights reserved. #21CMum Spotlight Messaging to Social Mum
  • 45. © BabyCentre LLC. Confidential. All rights reserved. #21CMum She expects social solutions Are you enabling her to post, pin, share and connect around your brand? Her influence is growing How can you move from engaging mum, to inspiring her to advocate? Her life is transformed Do you anticipate her new needs, priorities and preferences? Social powers her life Are you reaching her in her channels and platforms of choice? She’s listening, how do you talk to her when…
  • 46. © BabyCentre LLC. Confidential. All rights reserved. #21CMum New rules for marketing to Social Mum Recognise she’s different, and so are her needs; how and what you talk about matters 1 2 3 4 Create a give-and-take relationship based on what she finds valuable Listen to her. Act on what she says; if she asks a question, answer it – every time Talk to her about things that have nothing to do with you Support her busy life, don’t make demands, nurture her journey5
  • 47. © 2013 BabyCentre LLC. Confidential. All rights reserved. Questions? Please contact us. Email bcsolutions@babycentre.co.uk Marketing Manager first.last@babycenter.com (XXX) XXX-XXXX