The Moms are Following You
According to a recent Advertising and Marketing Association survey conducted by BIGresearch, women with children are more likely to use Facebook, MySpace and Twitter than average adults. It may be a way to battle the “stay at home mom” sense of isolation, a busy working mom’s easiest way to stay in touch with friends, or just a great way to escape work or home for a few minutes. But a whopping 15.3% of moms maintain their own blog as well – a time-consuming but often rewarding commitment.
So what does this mean for marketers? Moms’ blogs and time online provide a plethora of listening opportunities – and provide a wakeup call to brands everywhere. Women are the CFOs of most households and make most purchasing decisions on their own; being active in social media is becoming a must-do for any brand that wishes to remain relevant. Why? This group doesn’t have dormant pages on Facebook but are in fact among the most active on the site. A few quick facts:
• Over 67% of this audience is on Facebook at least 2-4 times a day
• Over 30% are on 5 or more times a day
• Only 5% are annoyed by or dislike ads on Facebook
All of this activity and this open-to-advertising view provide marketers with ample opportunity and reason to use Facebook’s targeted advertising to reach this critical audience.
Another key fact uncovered by this research? Moms want to interact with brands and are actively looking for deals or reasons to become fans. In the open-ended areas of the survey, the target showed a lot of savvy and insight, providing clues for marketers to take advantage of. A few highlights:
Provide exclusive offers (e.g., printable coupons, etc.). Exclusive offers would entice me to respond to the message (not just read/glance at [it]), and I might look them up on Facebook and become a fan.
[Be] more interactive. Starbucks is a good example – they just had a Facebook campaign where you could send a coupon for a free Starbucks ice cream to a friend on Facebook.
[Be] a little more targeted with online store specials.
The bottom line? This is an incredibly active, vocal and influential group in the social space. They are the most likely to seek out and share opinions on products, brands and services with those most likely to buy them. They are looking for brands to speak to them and provide them with a reason to start talking to them or about them. So it’s up to you: be a part of the conversation… or become irrelevant.
Learn how to integrate, manage and maximize your company’s total social marketing universe. Request your Zeitgeist & Coffee demo now.
