Social media is having a phenomenal impact on our culture. This interview explores the impact of social media on Moms (the decision makers), and how they are using social media to make purchasing decisions, featuring Communications Expert, Stephanie Azzarone, President of Childs Play Communication's ‘Specialists in reaching Moms’.
Stephanie, to what extent is social media having an influence on Moms?
Social media is where moms live today. According to a survey Child’s Play Communications recently completed with the NPD Group, 79% of all moms with kids under the age of 18 are active in social media. It’s where moms go today to connect with other moms and share information and advice ?? the digital playground where they hang out with virtual friends. While real?life friends and family remain moms’ key influencers, social media is an increasingly important component in determining how moms think, what they talk about, what they buy and how they spend their time.
What does your research teach us about how brands should interact with Mom’s in the future?
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Most brands, at this stage, have come to recognize the impact of social media on their target audience. What is less clear to many of them is how to harness that influence to their benefit.
While some have conducted brilliant campaigns, others are approaching social media in all the wrong ways. Too many companies are just blasting out product information without taking care to identify the people who should receive it – that is, to understand the difference between, say, a blogger whose opinion people care about and one whose postings are irrelevant to other moms and their decision?making process. Those companies are just wasting time and money blasting lists of miscellaneous mom bloggers. Social media has now been around long enough that there are criteria for defining influencers and it’s pure ignorance or laziness on the part of brands that don’t approach this space in a more strategic manner. Others are signing up for "blog tour" programs with groups that have no marketing experience and therefore no real idea of how to provide the results they promise.
How effective is social media in persuading mothers to buy? Any examples?
Our research with NPD found that about 1 in 4 moms have purchased a children’s product as a result of a social media recommendation. The numbers are even higher among moms who are involved in social media on a daily basis. The influence of moms in social media over moms who are reading their blogs, following their Twitter streams or visiting their Facebook pages is not only strong, but growing rapidly. We’ve seen the impact on our clients: one book company reported a 71% increase in sales while a toy manufacturer noted a jump of 150%.
What are the most popular social media channels that adults are using / being marketed to via?
Blogs, Twitter and Facebook are still the top channels. The numbers of people involved in those programs vs. others such as Foursquare speaks for itself. There are new bloggers every day, especially among moms, although others who have been there for awhile are sometimes posting less and getting more involved in other media, such as Twitter. And EVERYONE is on Facebook. These are the three channels where marketers can be most effective. To be successful, they need not only to have a presence there but to reach out directly and proactively to consumers who are there as well.
What kinds of products do Moms buy based on Social Media recommendations?
Lots of kids’ products—especially apparel. Our research shows that more moms have purchased children’s clothing as a result of a social media recommendation, than any other children’s product category.
What would be your advice to retailers trying to cut through the clutter in order to reach the Mom’s of America?
Listen before you speak – that is, monitor what moms are saying, what your competition is doing and how "pros" in the space are making their presence a success, before you create your own strategy. And within that strategy, be sure to identify your specific objectives and with those in mind, plan out key details such as what categories your content will cover, its tone, how frequently it will be updated, who will be responsible for updating it and of course, what it will offer that will be irresistible to your target audience and keep them coming back for more.