Baby Center Keller Fay Insights

Mom WOM
New Insights into Word of Mouth Conversations
Among Mothers of Young Children

April 23, 2008

© BabyCenter LLC. Confidential. All rights reserved.

About the Keller Fay Group
• Ed Keller: Former CEO, RoperASW,
current CEO, the Keller Fay Group
and co-author of The Influentials
• The Keller Fay Group: The first
research-based marketing
consultancy focused on word of
mouth
• TalkTrack®: The first continuous
study of word of mouth
2007 Grand Innovation Award


Who is BabyCenter?
• #1 online destination for expectant and new moms
serving over 100 million families
• 78% of pregnant and new moms who are online visit
BabyCenter
• Over 7mm monthly unique visitors across the globe
– in 13 different countries, 16 by end of 2008
• An insights engine for our marketing partners with a
proprietary panel of 60K active and engaged moms

Source: comScore Media Metrix, Jan 2008


Marketers want insights, not just impressions

Marketers Believe the Following Capabilities Will
Become More Important by 2010

Consumer Insights 82%

Behavioral Targeting 80%

Brand Strategy 71%

Customer Marketing 66%

Partnerships 60%

PR 59%

In-House Digital Production 49%
0% 50% 100%
% of Respondents
Source: Marketing & Media Ecosystem 2010 survey and Booz Allen Hamilton analysis


Who is the 21st Century Mom?


She has impact and influence in the
marketplace
• Not just groceries and clothing, but
across every category including
travel, auto and electronics
• Responsible for $1.7 trillion in
spending on consumer products –
13% of total U.S. GDP
• 82% of BabyCenter moms report
acting as an influencer among their
friends and peers

Source: “Marketing to Moms: Getting Your Share of the Trillion-Dollar Market,” Maria Bailey; BabyCenter
Segmentation Research Study, Mar 2007

She’s Online
• 35mm U.S. moms online by the end of 2008 – 18%
of the Internet population; 40mm by 2012
• Approximately 8 out of 10 U.S. moms go online at
least once a month

• 86% of U.S. moms access the Internet regularly

• 88% connect using Broadband

• Gen-Y moms spend an average eight hours per
week online, more than any other media

Source: “Moms Online: Browsing, Researching, Buying,” eMarketer, Mar 2008; BabyCenter Segmentation Research Study, Mar 2007.
comScore Media Metrix, Feb 2008. Forrester Technographics Survey, 2007.

She Relies on the Internet

• 88% of moms say the Internet has helped
them stay connected to their world
• 76% of moms say they use the Internet for
support and guidance
• 66% say they rely more on technology as a
parent than before becoming a mom

Source: “Moms Online: Researching, Browsing, Buying,” eMarketer, Mar 2008. Forrester Technographics
Survey, 2007. Intelligence Group 2007 Mom Intelligence Survey. Experian Consumer Research, Spring 2007

She is oh so social…

• 70% of moms online participate in online
communities
• Spend approximately four hours per week on social
media
• 21% more likely than the general online population to
blog

…and she has a lot to say

Source: eMarketer, “Is Your Mom Blogging,” eMarketer, Mar 2007, BabyCenter Quick Poll, Nov 2007

What is Word of Mouth?


Drum roll please…

…on to the study


Study Methodology
• The study focuses on the following:
• How much word of mouth do they engage in, and
in which categories?
• Which media channels fuel word of mouth among
this segment?
• Which are the most talked about brands, and for
which brands do consumers advocate most
strongly?


Study Methodology

• Study conducted among 1,721 pregnant women and new moms in
2008
• Recruitment via combination of BabyCenter 21st Century Mom
Panel™, BabyCenter’s website, and external panel
• Respondents completed an online survey probing specific details
about their conversations about brands, across 14 categories,
during 24 hours that immediately preceded survey
• Vast majority of participants visited BabyCenter at least once
during past 30 days; more than 33% visited 5+ times per week
• Norms for total U.S. public and total women are provided as a point
of comparison, based on Keller Fay’s ongoing word of mouth
tracking study, TalkTrack®


Why Word of Mouth? It has Impact with Everyone
(% highly likely to agree/take action, 9/10 on 0-10 scale)

Base: Brand mentions where someone else provided advice (All Categories, n=110,183)
Figures represent percentage scoring a 9/10 on a 0 to 10 scale.
Source: TalkTrack®, June 2006 through June 2007


Pregnant & New Moms are Word of Mouth Leaders
(Estimated weekly conversations and brand mentions per person)

+31% Total Women;
+33% From Total Public

+19% From Total Women; +27%
From Total Public

Base: Pregnant & New Moms, n=1,721; Source: Source: TalkTrack® for Moms, January 2008
Base: Total Public, n=36,511; Total Women, n=17,031 Source: TalkTrack®, January 1st through December 30th, 2007
*Meaning a conversation in one of the 14 product/service categories included in TalkTrack® and TalkTrack® for
Expectant and Current Mothers.

Pregnant & New Moms are Prolific Word of
Mouth Agents for All Categories
(% of respondents having at least 1 conversation in category on given day)

Categories Pregnant & New Moms Total Women Total Public

Food & Dining 76% 62% 57%

Media & Entertainment 69% 56% 55%

Health & Healthcare 67% 50% 38%

Children’s Products 64% 33% 25%

Financial Services 60% 38% 32%

Beverages 55% 47% 46%

Shopping, Retail & Apparel 54% 44% 40%

The Home 52% 34% 28%

Technology 48% 36% 40%

Telecommunications 45% 41% 42%

Household Products 41% 29% 22%

Automotive 39% 35% 36%

Personal Care & Beauty 37% 31% 27%

Travel Services 32% 28% 23%


Weekly Conversations by Category
Among Pregnant & New Moms
(Estimated weekly conversations, by category, per person)

Pregnant & Total Women
New Moms

Food & Dining 14.1 9.8

Health & Healthcare 11.0 7.7

Children’s Products 10.9 6.1

Financial Services 8.5 5.3

Technology 6.5 4.8

Household Products 5.0 3.6

Personal Care & Beauty 4.5 3.9

Auto 4.5 4.2


WOM Conversations are Overwhelmingly Positive
Across the Board
Positive Outweighs Negative by 10:1

Base: Brand Conversations Among Pregnant & New Moms, n=8,586; Source: TalkTrack® for Moms, January 2008
Base: Brand Conversations Among Total Public, n=154,064 and Total Women, n=75,276; Source: TalkTrack®, January 1st through
December 30th, 2007
NOTE: Neutral not shown.

WOM Fuels Consideration and Purchase
Behaviors Among Pregnant & New Moms
• 60% of WOM among pregnant and new moms
carries with it a recommendation to buy, try or
consider
• Top 10 most talked about brands:

1. 6.

2. 7.

3. 8.

4. 9.

5. 10.

WOM Among Pregnant & New Moms Deemed Highly Credible
(% rating WOM highly credible/likely to inspire action “9” or “10” on 0-10 scale)

Base: Sender Based Brand Conversations Among Pregnant & New Moms, n=5,273; Source: TalkTrack® for Moms, January 2008
Base: Sender Based Brand Conversations Among Total Public, n=97,468 and Total Women, n=48,960 Source: TalkTrack®, January
1st through December 30th, 2007

Digital Media Fuels WOM Among Pregnant & New Moms
The Internet edges out TV in providing content to
WOM conversations
Pregnant & New Moms

% of Brand Mentions Involving one or More 38%
References to Marketing Activity

Internet 12%

Television 11%

Coupon Circular 5%

Direct Mail/E-Mail Marketing 4%

In-Store Display/Video 4%

Product Package 3%

Newspaper 3%

Magazine 2%

Product Sample 2%

Radio 1%

Billboard Ad -%
Base: Brand Conversations Among Pregnant & New Moms, n=8,586; Source: TalkTrack® for Expectant and Current Mothers, January 2008
Base: Brand Conversations Among Total Public, n=154,064 and Total Women, n=75,276 Source: TalkTrack®, January 1st through December 30th, 2007
* Respondents are allowed to select up to two items, therefore results will not add to 100.

BabyCenter.com Fuels WOM for a Majority of
Pregnant & New Moms

Pregnant & New Moms Reporting At Least One Visit to BabyCenter During Past 30 Days

Base: Pregnant & New Moms Who Reported Visiting Site At Least Once During Past 30 Days, n=1,435
Source: TalkTrack® for Moms, January 2008

Study Highlights
• Positive word of mouth outweighs negative by a 10:1
margin
• Almost two-thirds of WOM among pregnant and
new moms includes brand recommendations
• Moms and moms-to-be have, on average, 109
conversations in a week about products, services
and brands
• About half of moms (much more in some
categories) report having at least one conversation
per day about Technology, Financial Services,
Health Care, Food & Dining, Media & Entertainment,
Packaged Goods, and Shopping & Retail
experiences


Leverage WOM insights…
• Give them something to talk about – encourage
word of mouth components within your brand briefs
and marketing objectives
• Encourage participation, collaboration and
contribution
• Make it easy for them to share – arm your
consumers with ways to pass along what they’ve
learned

…to create an ecosystem of engagement


The BabyCenter Ecosystem
Mobile Search
E-commerce
& Sampling

Widgets & Apps
Email

Community

BabyCenter 21st
Century Mom Blogs
Tools & Polls
Panel


Q&A

For a copy of this presentation contact your BabyCenter Sales lead or send
an email to insights@babycenter.com

Visit www.babycentersolutions.com and sign up to receive Mom Insights, a
BabyCenter newsletter dedicated to the business of mom-marketing


Thank You


Baby Center Keller Fay Insights

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