MomDotCom Webinar 2/9/2010

Uploaded by GoogleBusiness on 11.02.2010

>> LIU: Good afternoon, everybody. Welcome to the MomDotCom webinar. I am Jenny Liu from
Google's marketing team and I will be your moderator today. Mom made a lot of purchase
decisions on behalf of the household making them a very attractive target segment. And
we know that moms gather information to be able to make the best decisions that they
can for their family and they are doing this through the online channels more and more
every day. So today we will highlight what every Mom marketer should know in order to
better our target moms in the relevant environment. Now, let's take a few minutes to introduce
our presenters today. First, we'll be hearing from Tina Sharkey, Chairman and Global President
of Johnson and Johnson's BabyCenter. Tina has more than 20 years of experience growing
consumer brands and businesses through technology and innovation. Prior to BabyCenter she helped
to introduce HGTV, co-founded iVillage, where she kind of coined the term "social media,"
helped Sesame Street's digital business and lead the marks of the AOL network. She's been
featured as a top leader in Business Week, USA Today, and was recognized as the woman
who launched MyAdvertising page. She's a founding member of Baby Buggy and is currently served
on the board of IAD, Adtech, and CES MommyTech. Thanks for being with us today, Tina.
>> SHARKEY: Thank you for having me. Hi, everyone. It's great to be here. We have not a ton of
time so I'm going to probably--I'm going to speed through this and make sure that everyone's
following along. Just to remind everyone, we are going to distribute the deck afterwards.
So, as we go through--but before we get into it and who is the 21st Century Mom, I'll try
to give you a little bit of background on why BabyCenter's even here having this conversation
with you. Besides the fact that, you know, we very much--oh, you know what, I'm actually
looking at this--at the webinar and we're not talking yet about the 21st Century Mom
report. I wanted to remind everyone, if you want to tweet this, you can, it's #momdotcom.
And so, feel free. This is a public webinar, and feel free to tweet this, feel free to
evangelize this. And we are going to be showing the deck with you later, I want to make sure
that, you know, you share this and get engaged in any way that you want to. So, as we move
forward--as I said, we're going to go fast. I'm going to--to make sure that we actually
get in to the heart of the presentation and give hopefully an opportunity to ask questions
at the end. So, let's jump in to, first, who is BabyCenter and why are we doing this? So,
to start out, BabyCenter--I mean, you know, a lot of people think about us like a website.
You know, I know BabyCenter. I mean, you know, I joined them when I was pregnant or I heard
that they're another country. But really, BabyCenter--we don't think of ourselves much
like a website, really an experience and that experience today engages more than 16 million
moms in about 21 markets around the world. And we don't think about it as just a website.
It's our panels. It's one of the largest mom panels from the U.S. We have some of the largest
mommy blogs. We have mobile applications. We have crossed so many different languages.
There's tools, there's twitter, as there's fans (ph). There's videos, we queue more people
in video than many cable channels for our audience. I mean, so it's a pretty broad spectrum
of what we do. But let me tell you how doing all that actually is wise, what we'd like
to think of as an Insights Engine. And an insights engine, not only in the form of what
you see on our websites and what you might get on newsletters and all these other channels,
but very much around BabyCenter as a knowledge and a platform for the voice of modern motherhood.
So we drive it initially with our primary research panels and things that we've talked
about. Panels that we use, panels that are--that marketers subscribe to, et cetera. We're constantly
listening for our community not just through active engagement and dialogues but actually
through tools, we'll get into later. We do acknowledge things, we do town halls. And
not just do that here in the U.S. and not just do that on our offices in San Francisco,
we do that around the world. So, a ton of site analytics, we have editors in 21 markets
that actually are in-touch and working with medical advisory boards across all those regions.
And that collective experience is what turns us into an insights engine to really understand
the voice of modern motherhood, not only here, but across the world. And that's only to instill
the methodology to the study. You know, for all the researchers on the phone, I want you
to understand kind of how we got into this and why--what data we used of our primary
research. We did a 21st Century Mom tracking study that we conducted with NovaQuant. We
did the first wave in 2006 then we benchmarked that against another study in 2009. And in
fact, you know, we could even update this slide because we benchmarked it again most
recently on a few other pieces and I'll get inside it and share it. We then took 18 very
in-depth surveys between January and June of last year, and capturing the thoughts of
over 25,000 moms. And then we seeded conversations. We mined conversations. And then we looked
at ComScore, Neilsen, Mediamark, eMarketer, Center for Disease Control, and a lot of other
government sources, to like hold this whole piece together which leads me to the many
faces of mom. So today, unfortunately, we're not going to have time to go through all these
chapters, and there's actually some that aren't even on this slide, but I just want you to
understand this isn't a segmentation study. This isn't a media study, specifically. This
is about hearts and minds. And this is about actually understanding that all of these pieces
drive what makes the many faces of mom, and drives her heart and mind, and drives her
insights, her motivations, her empathy, her sympathy, her journey really, and she's all
these things and many, many more. So let's just get in to it. So, you know, when you
talk about that journey, you can't skip to motherhood unless you talk about that transformational
moment. That moment when she goes to becoming a mom because you know, like many other things,
you know, I often like it in to walking through the matrix. So I said maybe that was my experience
in having Jacob in 1999. But, you're--it's a transformation from being a woman to a mother.
And it's a physical transformation. Your body is doing stuff that it definitely didn't do
in puberty. At least, mine didn't. Again, I'll be adding myself in the webinar, but
what the heck. But, it's a transformation of your body, of your mind, of your community,
of everything that happens to you. And when we try to like say that, what if I actual
mean? Let's look at it in terms of the clock. You know, that journey, it involves a transformation
that actually impacts not only what she does or how she feels or what's happening in her
body, but actually how she physically spends her time. You know, moms on their wishlist,
on their registry, is they're asking for more time in the day because time becomes a new
luxury, and you wonder why. Well, let's benchmark before and after becoming a mom, like how
much time did you actually spend on average doing these activities. So, when we asked
our mom today look what fell off the clock; exercising, TV, hobbies, sleeping, quality
time, socializing, working, like she lost a lot of time. And look what fell on to the
clock. You know, laundry, cooking, cleaning. It's just amazing how many things she's trying
to do. And there's just in no way she can do all these in 24 hours. So, at this moment
in time, not only is she re-thinking her schedule, she's becoming a master multi-tasker right
here, right now, in this moment, because everything changes. And so, let's actually understand
how it changes by looking at the spectrum of things that happens when you have a baby.
It triggers a whole series of purchases. So, you know, in the first trimester, I mean,
we don't benchmark that because a lot of people aren't that engaged in the act of becoming
a parent in their first trimester. They're really just engaged on their health. That's
usually when we meet them at BabyCenter. But in terms of their engagement and their consumption
and their consumerism, it doesn't really start until the second trimester. And in the second
trimester it's pretty stuff. You would, you know, of course, in nursing things, over indexed,
that we won't even get in to that. But, what's interesting for all the marketers on the phone
who are trying to help mom, a lot of times they focused that marketing to the new mother.
And what they should know is that they nursery is happening in the second tri. So, the over-indexing
here is you got to talk to an early pregnant mom if you really want to influence registry
and those types of activities. So, let's push quickly past the registry and look at some
of the big ticket items that happen in the third trimester. I mean credit cards. These
indexes are not indexes across all consumers. There are indexes that says mom. So that 589,
that 482, against home--large home appliances, 307 against cars, or home renovations at 174,
those are indexes that cross against all minds in the U.S. So, that big ticket item, this
is like the--this is the huge nesting moment where she is spending, she is renovating,
she is getting ready for everything that she needs to do and then she pours in to the first
six months of life with this unbelievable new thing to share. And so, she is arming
herself as a gadget mom, as a chief memory officer. Starting to think about all the ways
that she can document, share and have this phenomenal new currency both for herself and
to the joy of her journey, as well to all the people in her community. But, six months
into it, you start to see her saying, "Whoa, okay, this is not a new toy. This is not a
shiny thing that came under the Christmas tree. This is my new life and I've got some
planning." And so, she's moving and thinking about college. She's thinking about insurance.
She's thinking about taking the baby on a plane and go and visit family; maybe taking
a trip. Starting to sort of un-nest and re-engage in her community and re-engage in her life
with her family; and she's also like praying that the washing machine doesn't give out
on her, so washing machine purchases is like over-indexed in the first six months of life.
She has no idea that the loads were going to be so big. But as we go past that, you
know, we wanted to understand that we're--obviously, the stuff like bottles and the baby items,
of course, she's indexing there. But it's just not that. You know, having a baby actually
changes her criteria for everything, from apparel right through the autos. So, when
we asked our moms, you know, "Have you changed your purchase criteria or the brands you buy
since becoming a mom?" You know, over 55%, and this is only for the apparel items. We
could show you this for auto. We could show you this for her household goods. I mean,
we did these five verticals. So, you know, today we're starting apparel. But, you know,
we can look at it across many different spectrums. Over half changed their look and their look--we're
not talking about the babies, we're not talking about the onesies, we're not talking about
the buntings, we're talking about their clothes, spending, on average, $836 in the process.
And then, you know, we'd looked at autos as another one. Sixty-seven percent, we're going
to buy a new car to accommodate our new family. So, not only is the actual criteria changing
for all the reasons we just discussed, but the brands are changing. And so, when you
look at the next slide, you know--and we talked, you know, I said time was certainly her luxury
but so is utility. And so, when we asked our moms, you know, "Before becoming a mom, what
was important to you when you were making a purchase decision for apparel and, you know,
designs, self-expression, colors, sex appeal, are those were--those were top of the list
for her. When we asked her afterwards, comfort, 95% who said comfort. You know, 95% on price.
Eighty-six percent in versatility because she's--remember, she's multi-tasking. She's
in and out of the house, she's in and out of cars, in and out of the playgrounds, to
the office and back again. And I love this as well, which is 86% ease of cleaning. You'll
see a cleaning theme throughout all of this because, you know, she saddled to lot of laundry
and she saddled with a lot of stood-up (ph) and she's trying to deal with it all. You
know, it's interesting that a lot more babies and a mom, Sarah+2girls, said, you know, "Cost
is a factor," of course, but "so is comfort." I mean, "You can't really chase a toodler
in three inch pumps even if they are Manolos." So, it's not surprising that our Sex and the
City friends kind of ended their Manolo quest before Sarah Jessica Parker ever had a care.
Because I had, I lost a lot of countless days on that. But look at some of these brands.
I mean, compared to before, which brands reflect their personality? I mean, Hanes jumps 93%,
Old Navy 45%, but Banana Republic 43% down, Victoria's Secret 43% down. So, really interesting
in terms of understanding this life stage and what happens. But for you on the phone,
you know, what does it mean for you? Like, how do you take those insights and actually
translate that to your plans, to your planning, to your strategy, to your insights? This activity
is unbelievably important. You know, these transformations make customers open in a way
that they weren't before to new messaging, to hearing you in a new way, to engage you
with your branding and new kind of way, and to actually, having--being in that need state
where you can help them in a way that you weren't present in her life before. And you
have an opportunity to, to maximize not the relationship with her today, sure that's great,
acquire a new customer, but we're talking about lifetime value here. And we're talking
about building relationships, that you're actually going to win them early in the life
cycle and then hopefully, you'll have for the next three or four decades. So, at the
end of the day, I mean, it's not really about the tool needed for this life stage, it's
actually about the tools she needs for this life. So, now that we've talked about becoming
a mom, the other thing that's just remarkable in this particular journey is the social mom.
And you, know, I love this because, you know. And for those of you on the phone who don't
know, we did an event with Google in New York in the first week of December where we unveiled
a lot of research with them. And, you know, we get to the next slide, you can see that--and
our friends at Google, I don't know if you have got this, but we re-benchmarked the study
in the last few weeks. So, even if--since 2006 to 2010 we've seen a 591% increase for
pizzas, 591% increase in mom's use of social media on a regular basis. And I--when we shared
this data in 2009, in December, I think it was 437% or something like that. But it--the
growth has been just tremendous. And what's actually interesting is if you look at 2006,
look at the Millennial versus the GenX. You know, who is the GenX moms? Well, they were
engaged, you know, they were starting, they were dipping their feet in the water. And
the Millennials were, like, out there. They were the ones going online. They were the
ones comfortable with these tools. They're the ones who aim. And buddy lists we're definitely
a part of their day, and they were early Friendster and MySpace adapters. But as Facebook and
a social graph and all of that became just the basis that it is today, the engagement
for moms in social media is just, it is mass media. So, in thinking about that, what does
that really mean and how does that--how does motherhood and socializing changed the way
we think about interactions, but ultimately, how we think about media and engagement? The
first thing you have to understand is that motherhood actually creates new social circles.
These are--you know, I don't know, I'm thinking about all my social circles, you know. I definitely
have a really nice social circle in first grade. And I have my elementary school friends
and then there were my high school friends and then, of course, my college friends. And,
you know, I don't think I made a bunch of new friends after college, maybe my office
friends and things like that, but not those kinds of relationships that I made in college
until I became a mom. And at that moment, I was like, "I am so alone in this and I got
to find some peeps," because I need people who actually understand what I'm going through
right here and right now. And so, when you ask moms, you know, these new social circles,
you know, afterwards, 15% was in common with there non-mom friends. It doesn't mean that
they don't share the same interests, and movies, and entertainment, and all the things they
love to do together but, these moms, they got a work to do, their interesting game,
they have got to learn how to do all kinds of new things. And so 44% moms are actually
using social media for word of mouth recommendations on brands and products to buy. And what's
amazing about that is that motherhood when it begins to create this level of engagement
that we've seen, these new social circles that binds them that actually ignites the
participation that grows and share shift from all other media except for probably Internet
or social medias. So, let's look to the right, like we look at magazines before and after,
look at TV before and after, look at email. I mean, remember, time is her luxury, she
doesn't have the time. And she's looking for people who actually help her with this journey
and she's looking for currency to go with these new relationships with. So, you know,
we're best friends forever on Facebook and other places and I have mommy best friends
because they can help me in that journey. You know, look at BabyCenterMom Katie, you
know, mamma to Jack, you know, she says that many of her friends are single and in their
mid-20s. They still a call, but the call is different now. So, actually, now that we understand
that time engagement, now that we understand these social circles, now that we understand
the share shifting of their time, now, how do we begin to like figure out were to even
engage with them in social media? I mean everything is social, right? You can do social on CNN
with Facebook Connect. You can do Facebook, you can be on MySpace, there's Twitter, there's
CafeMom, there's, MommyBlog, there's another BabyCenter. It's like are these all apples?
Are these apples and oranges? Like, what's going on? And I want us to really understand
like what's the mindset for that kind of engagement. So that, the mindset matters as a marketer,
you want to understand when the receptivity is key and when is she going to do what? So,
when we asked our moms, "Which of these social sites you use for each activity experience?
It's rarely established they all use them all. Really Facebook, CafeMom, you know, MySpace,
all those things, that's socializing. They're hanging and entertaining, they're catching
up, they're doing other things. So when it comes to learning and deciding, shared experience,
really getting recommendations to help them in that journey, that's all the way around
the right. Like they're trying--they're using places like BabyCenter for those types of
experiences and other vertical social networks where they're knowledge networks really, and
there's knowledge network so they're cloud-sourcing from people like them. They're not just hanging
out. And the other thing that's fascinating, we did an experiment here at BabyCenter, I'm
sure most of you on the phone is part of Facebook Connect. We think Facebook is fantastic. I'm
an avid user myself. That we knew that we could connect all of our BabyCenter moms to
their Facebook friends and then make that, you know, just all one big happy family. So,
we tried it and I think it lasted for like 17 minutes, maybe 62 minutes at the outset.
Our moms were like, "Oh, I don't want to see that stuff on my newsfeed, are you kidding
me?" Like the stuff they're sharing on BabyCenter is just not what they want to see on the newsfeed.
I mean they're linking from places they didn't even know they had, their kids are crying,
their trying to relate to their husbands. I mean they are like in a journey that they
just don't even know how to deal with. I mean, certainly don't want that and then you'd see
that stage. It's not--it's a very private, it's a very shared experience. They need support,
they need to run, they need to figure out and they need to celebrate and honor the experience
of motherhood and honor what's going on in their life and find other people that'll honor
it with them. So, we tried an experiment. Summer Shiavo (ph), who's just sitting right
here, who leads part of our analytics and research team, she said, "You know what, we
have a daughter, Chloe, and then Chloe is starting to lose teeth. So, I'm going to see
what to do about the tooth fairy?" Like Barry (ph) had sent a dial and they were like, "Okay,
we're going in to this new journey called the tooth fairy. I'm going to post a question
on Facebook and on BabyCenter and ask about the tooth fairy, like, "What do we tell--what
do I tell Chloe?" And so on Facebook, you know she got, you know your typical sort of,
you know, college friends, you know, bar buddy, you know, running friends that say, "What
do you mean, there's no tooth fairy? You're saying it isn't real? Oh, my God." You know,
or sarcastic remarks, people who are not engaged in bedtime, people who are not engaged in
rituals, people who hadn't honored the sanctity of the joy and magic of parenthood the way
that a BabyCenter mom would. And it doesn't mean--so, you know, this is just one of what
is now thousands of answers about honoring that moment in her life and wanting to keep
the support for Summer because these moms understand that this is a journey that should
be honored just like Santa Claus and that keeps a child as alive as long as possible.
So, and we just find to sort of juxtapose these questions, and we have many other examples
like that. People then say to me, "Okay, well if mindset matters, if all moms are socializing
and if they socialize in different ways to different times because of their needs, how
is a marketer try to begin to understand that conversation?" And we said, "Okay, well, maybe
we can mine these conversations for rich marketing insights." Maybe we can begin to understand
where in that journey and what to the week the conversations are happening. So, here
is an example of like what we called as 21st Century Moms Trends, which is proprietary,
that we built, to actually understand mac and cheese. So, by week, we were actually
able to listen to
the conversation, and, you know, when mom first gets pregnant and all the cravings are
starting, you know, here's BabyCenter Mom Squill saying she craving carbs like no other,
like mac and cheese she wants. And then we see that conversation dip and then as we get
in to the top her head, you know, mac and cheese becomes a staple. It's all day everyday
and it's all our kids want to eat. And so, what's helping marketer understand not only
where the conversations are happening, when they're happening, and then we're putting
that information back and forth as server to help them target those conversations. So,
at the end of the day, like, what does it mean for you when you think about social?
It's grown up. I mean you need a rigorous and segmented strategy. You've got to build
your strategy around inflection points when your consumers are seeking these new relationships.
And you've got to focus your conversations and your strategy on where context frames
the conversation, if you want your brands to be in the middle of all that. So, you know,
as I'd like to say, and if this was an open forum, I would throw this question out four
or five (ph). But, I'll say it and then answer it, which is, you know, Mom's NBF is her BFF
which is not her BFF in real life. So, Mom's New Best Friend is her Mommy Best Friend which
isn't her Best Friend Forever in real life. And that's the key takeaway. It's really in
our mindset. But now when I term--and to help you understand that, let's understand how
she uses media. And let's understand, you know, what happens. I've talked to you about
the time, I've talked to you about the engagement, I talked to you about the mindset, and
I want to talk to you about what is a marketer faced with? You know, you lose three hours a day when she becomes
a mom, because when we ask our moms on average how many hours a day they spend on average
without a basket of media engagement? She went from nine to six because she added ten--over
10 hours of parenting and that actually cut in to her media usage. So, from that perspective,
media became, you know, from meal time to snack time. You
know, we like to say here, before she became a mom, you know, those Thursday nights and her show lineup,
she was propping her feet up on the coffee table and it was three shows and that was
it, and
it was a full course meal. And now, she's grabbing where she can. And she's doing that
partly because it enables from a technology perspective, with TiVo and time shifting and
DVRs and all of that. But let's look at the things that never jumps, because I think I
could barely understand the time shifting part. Magazines, causality of this conversation,
look what happens, you know, 34% we're spending their time solely and focused on magazines
and that went to 4%. The Internet went from 46% as a sole thing to 9% and TV from 41%
to 7%. So, it's multitasking. It's snacking. It's grabbing information when she can because
she doesn't have the time to create more of that long focus engagement.