Digital moms- Presentation for Coke
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This document discusses how digital tools help modern mothers achieve efficiency, validation, and social momentum for their families. It notes that 89% of mothers are regular internet users and 61% consider themselves the "Chief Technology Officer" of their household. Mothers use their smartphones and the internet to multi-task and accomplish tasks like paying bills, planning meals, communicating with friends and family, and documenting family memories efficiently. Online forums and social media provide validation and reassurance that their parenting efforts are normal. Mothers also build social momentum for their children by promoting them and their activities online. The document advocates that digital brands should fill in the "cracks" by supporting these goals of efficiency, validation, and social momentum for time-strapped
Digital moms- Presentation for Coke
- 1. Prepared By Divya Lulla, Sloane Beaver, Rilee Harman, Cristina Hall Filling the Cracks For
- 2. Lets talk about families.
- 6. Mom holds the family together
- 7. How?
- 8. Be more ef鍖cient Seek validation Give the family social momentum How?
- 9. This is nothing new.
- 10. This is nothing new. Multi-task Read parenting books Join the PTA
- 11. This is nothing new. Multi-task Read parenting books Join the PTA Now digital is in the picture
- 14. Her Digital Family 89% of moms are online regularly 61% of moms call themselves the Chief Technology Of鍖cer 50% of moms used a social networking site on the day their child was born
- 15. You know moms are online.
- 16. Do you know why?
- 17. Do you know why? Mom uses digital to make life better for her and her family.
- 18. How?
- 19. Be more ef鍖cient Seek validation Give the family social momentum How?
- 20. What is Mom 掘韓鍖c庄艶稼界霞?
- 21. Being faster Being smarter Making it all happen What is Mom 掘韓鍖c庄艶稼界霞?
- 22. Being faster Being smarter Making it all happen What is Mom 掘韓鍖c庄艶稼界霞? Getting more productivity bang for her energy buck.
- 23. Shes a mom on an online mission.
- 24. 90% of moms describe themselves as task-oriented internet users. When shes online, she has a purpose. Shes a mom on an online mission.
- 25. 90% of moms describe themselves as task-oriented internet users. When shes online, she has a purpose. Shes a mom on an online mission. I barely have enough time to do much else, so Im very focused about my internet use.
- 26. Shes actually on 10 missions.
- 27. Shes actually on 10 missions. 54% of moms say they always have multiple windows open at once. Theyve mastered the art of writing emails while looking up recipes.
- 28. Shes actually on 10 missions. 54% of moms say they always have multiple windows open at once. Theyve mastered the art of writing emails while looking up recipes. If I werent a mom I wouldnt feel so compelled to multi-task. Id have fewer immediate demands.
- 30. Pay bills Plan dinner Plan Spring Break Buy clothes for me Buy clothes for the kids Plan birthday party Email friend Find decorating ideas Check Facebook Tell bedtime stories Organize carpool Find exercise routine Read the news Her Digital To-Do List
- 31. What does she use to get it all done?
- 32. What does she use to get it all done? 89% of moms say that their smartphones are their personal assistants
- 34. Emails GPS Banking Camera Find phone numbers Notepad Find places to eat Look up recipes
- 35. Its her scrapbook in fewer than 10 clicks.
- 36. Take photo
- 41. Instagram it Email it to Grandma Who wants cake? Tweet it Upload to Facebook Take photo
- 42. Digital is not just her personal assistant.
- 43. Digital is not just her personal assistant. Its her secret lover.
- 44. It draws me away from my family.
- 45. It distracts me from my kids.
- 46. Litmus Test Are you making her accomplish more? Are you helping her accomplish it faster? Are you streamlining her to-do list?
- 47. Litmus Test Are you making her accomplish more? Are you helping her accomplish it faster? Are you streamlining her to-do list? Dont be a distraction. Help mom have more time and more energy for the things that really matter.
- 48. What is Mom Validation?
- 49. Moms are looking for reassurance that they are helping their kids and that theyre on the right track. They want to know theyre normal. What is Mom Validation?
- 50. This is Kristin.
- 51. This is Kristin. Before Kristin was born, her mom had nothing in her life more important than herself.
- 52. 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.
- 53. When Kristin was born 2 lbs lighter than her twin her mother posted a photo to RAMOM.
- 54. When Kristin was born 2 lbs lighter than her twin her mother posted a photo to RAMOM. One of the members immediately sent her an email saying: Dont worry about one being smaller than the other. My twins were like that too.
- 55. Kristins mom received an email about colic from a friend.
- 56. She was able to reassure another mother in return. Kristins mom received an email about colic from a friend.
- 57. Kristin went through a Mean Girls Phase in school. She stopped receiving invites to parties.
- 58. Kristin went through a Mean Girls Phase in school. She stopped receiving invites to parties. Her mother used the internet to try to understand bullying.
- 59. When Kristin started hanging out with the fast crowd, Mom used Facebook to make sure Kristin was doing ok.
- 60. When Kristin started hanging out with the fast crowd, Mom used Facebook to make sure Kristin was doing ok. Keeping tabs on Kristin can help her validate her efforts as a mom.
- 61. When Kristin left for college, her mom knew where to 鍖nd support. She a Faceboo advice emp
- 62. That was Digital Validation
- 63. But what does Physical validation look like? That was Digital Validation
- 64. Digital Validation Physical Validation
- 65. Digital Validation Anonymity leaves her judgement-free Physical Validation Your friends might give you answers, but they know your dirty laundry
- 66. Digital Validation Anonymity leaves her judgement-free Physical Validation Your friends might give you answers, but they know your dirty laundry She doesnt have to wait for Google to call her back Friends, family and doctors arent on call 24/7
- 67. 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?
- 68. 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? Engage her in a straightforward & non-judgmental dialogue. Let her know its okay to have questions.
- 69. What is Social Momentum? Help trac Pre the Avo stig
- 70. Helping her kids get ahead and knowing when not to hold them back Help trac Pre the Avo stig
- 71. Moms build Social Momentum for their kids
- 72. Moms build Social Momentum for their kids Get them ahead
- 73. Moms build Social Momentum for their kids Get them ahead When kids join Facebook, this is a huge game changer. Dont hold them back
- 74. Moms build Social Momentum for their kids Get them ahead Dont hold them back Walk together
- 75. Litmus Test Are you helping her promote her family & herself?
- 76. Litmus Test Are you helping her promote her family & herself? Its not just her pro鍖le, its Johnnys Moms Facebook pro鍖le. Dont assume her social presence is self- centered.
- 78. Ef鍖ciency Validation Social Momentum Shes doing those things online to make her life better
- 79. This is her life
- 81. Grocery Shopping Carpool Soccer Game Nap time Dentist PTA Laundry Give Advice Cook Dinner Braid daughters hair Work Clean FriendsDigital is the glue that 鍖lls the cracks Fix-It
- 82. Who can you learn from?
- 86. Fill the cracks.
- 87. Fill the cracks. Ef鍖ciency Is your brand bringing disparate worlds together?
- 88. Fill the cracks. Validation Is your brand one she feels comfortable talking to?
- 89. Fill the cracks. Social Momentum Is your brand helping her promote her family?
- 90. How can you be the glue?