Language of Listening Marketing Plan - The Who

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1. Language of Listening Marketing plan – The Who 2. Social Technographics 3. Reaching moms through social media Most moms are active social participants, especially…
  • 1. Language of Listening Marketing plan – The Who
  • 2. Social Technographics
  • 3. Reaching moms through social media Most moms are active social participants, especially those with very young children. They’re at least 50% more likely than average online Americans to create social content and join existing communities online. Reaching Moms through Social Media, Forrester Research, May 15, 2009
  • 4. Moms with children under 3 <ul><li>Control nearly 80% of all purchases. </li></ul><ul><li>Moms with children under age 3 are the most active. </li></ul><ul><li>More than half are Joiners and 36% are Creators — well above the average for US online adults. </li></ul><ul><li>They’re also 28% more likely than typical online adults to participate in Critic activities like posting reviews and contributing to forums. </li></ul><ul><li>Marketers should give them a place to share their frequent questions and experiences. </li></ul>
  • 5. Moms with children ages 3 to 5 <ul><li>Moms with children ages 3 to 5 are also more likely than average to participate socially online. </li></ul><ul><li>They overindex for Creator, Critic, and Joiner activities — although not as heavily as new moms. </li></ul><ul><li>Listen to their feedback carefully; experienced moms’ advice and issues are crucial to your product’s success. </li></ul><ul><li>Even though these children are starting to make their own choices, their moms still influence what they like — and hold the purse strings. </li></ul>
  • 6. Other Moms <ul><li>Moms with children ages 6 to 12 are touched least by social media. </li></ul><ul><li>Moms with children ages 13 to 17 start to echo their children’s behavior. </li></ul><ul><li>Seasoned moms show they’re willing to create social content, but marketers should minimize the amount of effort required for these online multitaskers. </li></ul><ul><li>These parents move between monitoring their teens’ social activities and tending to their own interests. </li></ul>
  • 7. Inspire moms to stay connected to our brand <ul><li>Tailor social strategy to the mom we want to reach. </li></ul><ul><li>Move beyond talking about trendy topics. </li></ul><ul><li>Create shareable content where possible. </li></ul>
  • 8. Other facts <ul><li>Empowered women are women ages 25 to 54 who feel that the Internet helps them manage their family life </li></ul><ul><li>Empowered women are highly influential as household decision-makers as well as among their peers </li></ul><ul><li>Empowered women tend to be more active online than the average adult across the board, but certain behaviors really stand out. </li></ul><ul><li>Reaching Empowered Women Through Social Media, Forrester Research, April 7, 2009 </li></ul>
  • 9. Empowered women behaviors <ul><li>Communication is a primary activity. </li></ul><ul><li>More than half of empowered women use social </li></ul><ul><li>networking sites </li></ul><ul><li>One-third of empowered women use social networking sites mainly for communication compared with 23% of all online adults. </li></ul><ul><li>Nearly one-third (32%) of empowered women will actively go to friends’ pages on social networking sites to keep in touch, compared with only 21% of all online adults. </li></ul>
  • 10. Empowered women behaviors <ul><li>Sharing is a big motivator. </li></ul><ul><li>Empowered women love to share their lives with friends. </li></ul><ul><li>They love email but are also more likely than their peers to use widgets, and their favorite kinds allow </li></ul><ul><li>them to share </li></ul>
  • 11. Empowered women behaviors <ul><li>Research and purchase are always important. </li></ul><ul><li>Empowered women care about value and like knowing as much as they can before they buy. </li></ul><ul><li>A whopping 81% of empowered women say that it’s important for them to find the best deal they can on things they buy compared with 63% of US online adults ages 18 and up. </li></ul><ul><li>Forty-four percent have used a search engine to look for more information about a product after seeing an online advertisement. </li></ul>
  • 12. Who is our tribe ? Empowered moms Moms Empowered women
  • 13. Incorporate behaviors into marketing plan <ul><li>Associate our brand with relevant topics that our target cares about. Mean it and stick to it across channels. </li></ul><ul><li>Provide a platform for empowered moms to share about their families. </li></ul><ul><li>Let “managing family life and sharing” be the showcase of a campaign aimed at them. </li></ul>
  • 14. Back-up slides
  • 15. Who is our tribe ?
  • 16. Who is our tribe ?
  • 17. Who is our tribe ?
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