1. www.MomCentralConsulting.com
From ROI to SOI

2. Who We Are
• Specialize in Marketing to Moms
• Help companies develop meaningful conversations, connections, and
communities with Moms
• Reach Moms and engage them in powerful word-of-mouth programs: Mom
Ambassador, viral marketing across SM platforms, geo-targeted events
• Moms take action and recommend your brand,
fueling brand awareness, engagement, and enrollment
• Work with over 200 national brands
• Offices in US and Canada

3. As Social Networks
Proliferate Conversations Shift
Return on
Traditional • Top-down messaging
Investment
Marketing • One-way conversation
(ROI)
Sphere of
Social • Grassroots messaging
Influence
Media • Two-way dialogue
(SOI)

4. Traditional media - key for awareness.
60%
50%
40%
Tradi>onal
30%
WOM
Online
20%
10%
0%
Awareness
Research
Compare
Final
Decision
The Digital Mom Report, Mom Central Consulting Canada, Sept. 2009 - Digitalmom.ca

5. Moms trust other Moms.
The Digital Mom Report, Mom Central Consulting Canada, Sept. 2009 - Digitalmom.ca

6. Standard ROI Fails To Take Into
Account:
National
Media
Platform Local
Community
Group Leader
Author or Expert
• Peer Influence
• Blogger Retreats
• Newsletters/eZines
• Issues Expert
Age of Kids • Topics Covered

7. It’s a Conversation

8. Social Media Platforms One Year Ago
Social
Media
Tracker
Wave
3,
Universal
McCann,
March
2008

9. Social Media Platforms Today
The
Conversa5on
Prism
II,
Brian
Solis,
March
2009

10. Why SOI Matters -
Persuasion Power
Ignite Negate
Enthusiasts Detractors
Brand
Change
Drive call to
Perception
action

11. The Art of Being an
Exceptional Conversationalist
TRANSPARENCY
Private
Conversations
• Nuanced and
contextual • How do Moms perceive • How do Moms act on
understanding and the conversation? the conversation?
listening • Deep, intimate • Conversations become
• Online and offline conversations public in the SM
streams
Viral Public
Footprint Conversations
AUTHENTICITY

12. Social Media Conversations
56%
of
social
media
users
feel
a
stronger
connec4on
with
companies
when
they
can
interact
with
them
Entering
the
social
media
space
allows
you
to:
 Reach
your
consumers
in
the
forums
and
spaces
they
hang
out
 Gain
invaluable
and
candid
 Reinforce
brand
enthusiasts
and
respond
to
brand
detractors
 Engage
in
higher
messaging
about
your
company’s
values
2008
Cone
Business
in
Social
Media
Study

13. Social Media Considerations
Embracing
social
media
means:
 Preparing
a
social
media
strategy
for
both
proac>ve
social
media
ini>a>ves
as
well
as
responding
to
social
media
crises
 Being
transparent
and
open
 Developing
tac>cs
that
allow
for
quick
and
mul>-­‐plaTorm
responsiveness
 Being
flexible
to
meet
new
mediums’
challenges
and
enter
onto
new
plaTorms
as
they
gain
popularity

14. How Moms Use Social Media
From the “Mom Central Website Motivation Survey (2009)”:
Social networking site usage breakdown:
• 60% of Moms use Facebook
• 41% use MySpace
• 39% use Yahoo Groups
• 37% YouTube
• 20% Twitter
• 14% Flickr
• 12% LinkedIn

15. Mom Ambassador Case Study:
Feld Entertainment
• Objectives:
• Increase awareness for events
• Improve brand perceptions
• Increase ticket sales
• Strategy:
• Engage & empower brand enthusiasts to spread the word
• Tactic:
• Year-long, multi-tiered social media “Feld Family Activators” (FFAs)
Program for Ringling Bros. and Barnum & Bailey and Disney on Ice

16. The Challenge:
Brand Confusion
Strong Traditional Lack of Cohesive Drop in
Media Buys Social Media Retail Sales
Presence
Lack of Strong Brand Regional Resources
Brand Identity Detractors Support National
Sales

17. SOI in Action:
Year-Long Campaign
Find and Ignite Enthusiasts:
750 Mom Ambassadors across 20 markets.
Change Perception of Events:
40 city live Mom Influencer national events.
Negate Detractors:
Online positive sentiment for Ringling Bros. increased from 8% to 63%.
Achieve Drive to Retail:
• Mom coupon code on ticketmaster tracks significant ticket sales.
• 70% of ticket sales have been first time Disney On Ice/Ringling Bros.
customers – not cannibalizing existing customer base.

18. Moms Love Being FFAs
“As I’m a Baby Boomer, I’m certain that most of us
who’ve ever attended one of the Ringling Bros.®
circus can agree that it’s a “not to be missed”
childhood experience. Most grandparents would
love to re-live their favorite childhood experiences
through the eyes of their grandchildren!” -Cindi
“I've talked to many families about their plans for
this year and so many of them say that one way
they are cutting back is by cutting entertainment
expenses….I would rather eat macaroni for a
whole week than miss that look on Connor's face
when the elephants come out!” -Angela
“Don’t you remember the excitement that mounted inside of
you as you heard the words LADIES AND GENTLEMEN and
the dim lights and the smell of popcorn overcame your
childhood senses. Pure Magic. It was like a whole other world
was contained inside the circus and came to life before your
eyes. I can’t wait to share that with my children.” -Erica
“It was like I was a little kid again,
and I enjoyed every minute of it.
Every show is different and gets
more exciting.” -Brandy

19. Moms Came Together in Houston for a special Disney on Ice
Influencer Event!
“My
family
had
a
great
me
watching
the
show,
thank
you!
I
also
got
such
a
kick
out
of
meeng
the
moms
here
in
Houston
that
I
have
grown
to
know
online.
It's
great
to
put
a
face
with
the
email.”
-­‐Tammy
“Disney
on
Ice
was
the
best
experience
ever.
I
can't
stop
talking
about
it.
I
have
emailed
all
my
friends
and
told
everyone
at
work.
I
also
blogged
and
tweeted.
The
show
was
great.
My
boys
loved
everything.
Thank
you
from
our
family.”
-­‐Alba

20. How a Feld Promoter Used Social Media to drive awareness and
ticket sales
o Communicate
information on up -
coming events
o Answer Event
Questions
o Let Fans share their
enthusiasm

21. Mom Bloggers

22. Blogging Impacts Behavior
Exerting reach or influence
Developing direct relationships
Creating traffic
www.MomCentralConsulng.com
22

23. How Does Lindsay Ferrier
Reach Moms?
Alexa Rank: 125,575
4,432,934 Visitors
Alexa Rank: 334,256 634,403 Visitors
Facebook Group
Alexa Rank: 1,089,037 Alexa Rank: 49,673
607 Members
3,143 Followers
Nashville eZine Alexa Rank: 103,265
Alexa Rank: 758,438
Featured Mom Blog Nashville Newspaper
Alexa Rank: 4,073 399 Friends Alexa Rank: 66,483

24. Conversations Influence Purchases
o 75% of Moms read blogs,
with a growing number
searching out blogs for
product and service
recommendations.
o 67% of Moms would
rather get information
from someone they
consider a peer than a
“celebrity” Mom.
24

25. Recommendations Drive Brand
Preferences
94% of Moms rely on recommendations from other Moms when it comes to
purchasing decisions.
25

26. Igniting Conversations
If you want to influence how Moms perceive
your product, brand or company, get
involved in the conversation.
To provoke viral word-of-mouth among Mom
Bloggers and consumers you need to create
direct, personalized and authentic
conversations with them.
26

27. Actionable Insights

28. The Opportunity
Natural Brand Enthusiasts:
Moms are natural conversationalists and connectors and use
social media to share with other Moms interesting and relevant
information about brands they love.
Network of trust:
Moms trust other Moms and prefer to get information first hand.
=
Opportunity:
Tap into this network of trust and ignite brand enthusiasts to get
Moms spreading the word about your brand!

29. Venturing Out

30. Success In Social Media
o Strategy
–
Establish
an
engaging
Brand
Story
o Crossroads:
Push,
Pull,
Parcipate
o Harnessing
Collecve
Intelligence
o Trusng
consumers
as
Co-­‐Developers
o Engaging
Consumer
Experiences
o Parcipang
o Word
of
Mouse
2007 Mitch Joel, Twist Image

32. A Roadmap For Success
Know
her
online
Who’s
talking,
Start
by
Know
your
behaviours
and
what
are
they
Listening
Mom
target
how
to
engage
saying
and
where.
with
her.
Offer
unique
Help
Moms
Moms
naturally
Provide
content
that
fits
Connect/Add
want
to
connect,
relevant
with
your
brand
value
be
the
facilitator.
content
to
keep
engaged.
Idenfy
them
and
Establish
goals
Idenfy
your
Monitor
then
engage
and
success
Influencers
Measure
them.
metrics

33. Mastering the Skills for Success

34. Be Flexible Within Your Strategy
Listen
Learn
Evaluate
Adapt

35. Social Media Toolkit
Google:
Reader,
Alerts,
Trends
Twier
Search
TweetVolume
Delicious
TechnoraB
Facebook
Search

36. Have Fun!

37. Key Closing Thoughts
o It’s
not
about
the
number
of
the
impressions,
but
the
impression
current
and
future
consumers
have
of
you
o Brand
relaonships
today
are
formed
by
a
connuous
stream
of
conversaons
that
over
me
create
trust
o
It’s
all
about
creang
and
igning
brand
enthusiasts
o
Moving
success
metrics
from
reach
to
relaonships
o Entering
social
media
as
a
uniform
brand,
with
the
appropriate
policies
and
pracces

38. MOM CENTRAL
CONSULTING
Stacy DeBroff Cora Brady
Founder CEO Managing Director -
Mom Central Canada
77 Chapel Street 1235 Bay St. Suite 400
Newton, MA 02458 Toronto, M5R 3K4
www.MomCentralConsulting.com www.MomCentralConsulting.com
617.244.3002 416.966.0645
stacy@momcentral.com cora@momcentral.com
Twitter: @MomCentral Twitter: @MC_Canada