This document discusses how digital technology helps mothers fill the cracks in their busy lives by providing efficiency, validation, and social momentum. It describes how mothers use their smartphones and social media to multi-task and accomplish tasks faster. Online forums and social networks give mothers anonymity to ask questions and feel less judged, helping them feel validated in their parenting. Mothers also use digital tools to help their children gain social traction and advance socially. The document argues brands should learn from how mothers use technology to make their families' lives better and be the digital glue that fills the cracks in their days.
18. Her Digital Family
89% of moms are online regularly
61% of moms call themselves the
Chief Technology Officer
50% of moms used a social
networking site on the day their
child was born
28. She’s a mom on
an online mission.
90% of moms describe themselves as
task-oriented internet users. When
she’s online, she has a purpose.
29. She’s a mom on
an online mission.
“I barely have enough
90% of moms describe themselves as
much else, so
time to dointernet users. When
task-oriented
she’s online, she has a about
I’m very focusedpurpose.
my internet use.”
31. She’s actually on
10 missions.
54% of moms say they always have
multiple windows open at once.
They’ve mastered the art of writing
emails while looking up recipes.
32. She’s actually on
10 missions.
54%“IfofI moms say they alwaysIhave
weren’t a mom
multiple feel so compelled
wouldn’t windows open at once.
to multi-task. I’d have fewer
They’ve mastered the art of writing
emails while looking up recipes.
immediate demands.”
34. Buy Buy
clothes clothes for
for me Tell
the kids
bedtime
stories
Organize
Plan carpool
Pay dinner
bills Her Digital
To-Do List Check
Find Facebook
exercise
Plan routine
Spring
Break
Find
Plan decorating Read
Email birthday ideas the news
friend party
36. What does she use to get
it all done?
89% of moms say that
their smartphones are their
personal assistants
37.
38. Look up
Notepad
recipes
Find places to
eat GPS
Camera Emails
Find phone
Banking numbers
39. Look up
Notepad
recipes
“It’s my personal assistant because:
Find places can find places to eat, especially
It to
eat when you’re out of town or GPS
traveling. It has GPS so you don’t
get lost. It can locate phone
numbers easily, especially if have
an appointment and are running
Camera You can check and respond to Emails
late.
e-mails while you’re at the kids
games.”
Find phone
Banking numbers
52. Litmus Test
Are you helping her accomplish more?
Are you helping her accomplish it faster?
Are you streamlining her to-do list?
53. Litmus Test
Don’t be a distraction.
Are you helping her accomplish more?
Help mom have more time and
Are you helping her accomplish it faster?
more energy for the things that
Are you streamlining her to-do list?
really matter.
55. What is Mom Validation?
Moms are looking for reassurance that
they are helping their kids and
that they’re on the right track.
They want to know they’re normal.
57. This is Kristin.
Before Kristin was born, her mom
had nothing in her life more important
than herself.
58. This is Kristin.
Before Kristin was born, her mom
had nothing in idealife more important
She had no her what to expect.
than herself.
59. A Moms Over 30 message board
allowed her to share the birth of her
child, fears and frustrations and her
TMI “only a mom would get it”
moments.
60. A Moms Over 30 message board
allowed her to share the birth of her
She was more confident going her
child, fears and frustrations and into
motherhood. get it”
TMI “only a mom would
moments.
61. When Kristin was born 2 lbs lighter
than her twin her mother posted a
photo to RAMOM.
62. One of the members
immediately sent her an
When Kristin was born 2 lbs lighter
email saying:
than her twin her mother posted a
“don’t worry about one
photo to RAMOM.
being smaller than the other.
My twins were like that too.”
64. Kristin’swas able to reassure
She mom received an email about
colic from a friend.
another mother in return.
65. Kristin went through a Mean Girls
Phase in school. She stopped
receiving invites to parties.
66. Her mother used the
Kristin went through a Mean Girls
internet to try to
Phase in school. She stopped
receiving invites to parties.
understand bullying.
67. When Kristin started hanging out with
the fast crowd, Mom used Facebook
to make sure Kristin was doing ok.
68. Keeping tabs on Kristin
When Kristin started hanging out with
can help her Validate her
the fast crowd, Mom used Facebook
to make sure Kristin was doing ok.
efforts as a mom.
69. She asked her Facebook friends for
advice on being an empty nester.
70. When Kristin left for
She asked her Facebook friends for
college, heran emptyknew
advice on being mom nester.
where to find support.
75. Digital Validation Physical Validation
Anonymity leaves her
judgement-free
76. Digital Validation Physical Validation
Your friends might give
Anonymity leaves her
you answers, but they
judgement-free
know your dirty laundry
77. Digital Validation Physical Validation
Your friends might give
Anonymity leaves her
you answers, but they
judgement-free
know your dirty laundry
She doesn’t have to
wait for Google to call
her back
78. Digital Validation Physical Validation
Your friends might give
Anonymity leaves her
you answers, but they
judgement-free
know your dirty laundry
She doesn’t have to Friends, family and
wait for Google to call doctors aren’t on call
her back 24/7
80. Litmus Test
Are you allowing her to be open and honest?
Are you making her feel comfortable
asking questions?
Are you making her more nervous?
81. Litmus Test
Engage her her a straightforward
Are you allowing in to be open and honest?
& non-judgmental dialogue. Let
Are you making her feel comfortable
her know it’s okays? have
asking question to
Are you making her more nervous?
questions.
83. What is Social Momentum?
Helping her kids gain social traction
Preventing them from being the kids
stuffed in the locker
Avoiding embarrassing mom stigma
84. What is Social Momentum?
Helping her kidssocial traction
Helping her kids gain
get ahead
Preventing them from being to not
and knowing when the kids
stuffed hold locker back
in the them
Avoiding embarrassing mom stigma
86. Moms build Social Momentum for their kids
As kids age, their moms’ online presence shifts gears
Get them
ahead
87. Moms build Social Momentum for their kids
When kids join Facebook, this is
a huge game changer.
Get them Don’t
ahead hold them
back
88. Moms build Social Momentum for their kids
“Being a mom - I learn to
do it their way because I
Get them love beingDon’t
a part of their
ahead lives.”
hold them
back
89. Moms build Social Momentum for their kids
Get them Don’t Walk
ahead hold them together
back
92. Litmus Test
It’s not just her profile, it’s
Johnny’s Mom’s Facebook
Are you helping her promote
profile. Don’t&assume her
her family herself?
social presence is self-
centered.
96. Nap
Soccer time
Game Laundry
Work
Cook Friends
Dinner
Grocery Shopping Carpool
Give
PTA Advice
Braid
daughter’s Clean
hair Dentist
97. Nap
Soccer time
Game Laundry Fix-It
Work
Cook Friends
Digital is the glue that
Dinner fills the cracks
Grocery Shopping Carpool
Give
PTA Advice
Braid
daughter’s Clean
hair Dentist
