baby center keller fay insights

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Mom WOMNew Insights into Word of Mouth Conversations

Among Mothers of Young Children

April 23, 2008


About the Keller Fay Group

• Ed Keller: Former CEO, RoperASW, current CEO, the Keller Fay Group and co-author of The Influentials

• The Keller Fay Group: The first research-based marketing consultancy focused on word of mouth

• TalkTrack®: The first continuous study of word of mouth

2007 Grand Innovation Award


Who is BabyCenter?

• #1 online destination for expectant and new moms serving over 100 million families

• 78% of pregnant and new moms who are online visit BabyCenter

• Over 7mm monthly unique visitors across the globe – in 13 different countries, 16 by end of 2008

• An insights engine for our marketing partners with a proprietary panel of 60K active and engaged moms

Source: comScore Media Metrix, Jan 2008


Marketers want insights, not just impressions

In-House Digital Production

Marketers Believe the Following Capabilities Will Become More Important by 2010

Consumer Insights

Behavioral Targeting

Brand Strategy

Customer Marketing

Partnerships

PR

0% 100%50%

82%

80%

71%

66%

60%

59%

49%

% of Respondents

Source: Marketing & Media Ecosystem 2010 survey and Booz Allen Hamilton analysis


Who is the 21st Century Mom?


She has impact and influence in the marketplace

• Not just groceries and clothing, but across every category including travel, auto and electronics

• Responsible for $1.7 trillion in spending on consumer products –13% of total U.S. GDP

• 82% of BabyCenter moms report acting as an influencer among their friends and peers

Source: “Marketing to Moms: Getting Your Share of the Trillion-Dollar Market,” Maria Bailey; BabyCenter Segmentation Research Study, Mar 2007


She’s Online

• 35mm U.S. moms online by the end of 2008 – 18% of the Internet population; 40mm by 2012

• Approximately 8 out of 10 U.S. moms go online at least once a month

• 86% of U.S. moms access the Internet regularly

• 88% connect using Broadband

• Gen-Y moms spend an average eight hours per week online, more than any other media

Source: “Moms Online: Browsing, Researching, Buying,” eMarketer, Mar 2008; BabyCenter Segmentation Research Study, Mar 2007. comScore Media Metrix, Feb 2008. Forrester Technographics Survey, 2007.


She Relies on the Internet

• 88% of moms say the Internet has helped them stay connected to their world

• 76% of moms say they use the Internet for support and guidance

• 66% say they rely more on technology as a parent than before becoming a mom

Source: “Moms Online: Researching, Browsing, Buying,” eMarketer, Mar 2008. Forrester TechnographicsSurvey, 2007. Intelligence Group 2007 Mom Intelligence Survey. Experian Consumer Research, Spring 2007


She is oh so social…

• 70% of moms online participate in online communities

• Spend approximately four hours per week on social media

• 21% more likely than the general online population to blog

…and she has a lot to say

Source: eMarketer, “Is Your Mom Blogging,” eMarketer, Mar 2007, BabyCenter Quick Poll, Nov 2007


What is Word of Mouth?


Drum roll please…

…on to the study


Study Methodology

• The study focuses on the following:

• How much word of mouth do they engage in, and in which categories?

• Which media channels fuel word of mouth among this segment?

• Which are the most talked about brands, and for which brands do consumers advocate most strongly?


Study Methodology

• Study conducted among 1,721 pregnant women and new moms in 2008

• Recruitment via combination of BabyCenter 21st Century Mom Panel™, BabyCenter’s website, and external panel

• Respondents completed an online survey probing specific details about their conversations about brands, across 14 categories, during 24 hours that immediately preceded survey

• Vast majority of participants visited BabyCenter at least once during past 30 days; more than 33% visited 5+ times per week

• Norms for total U.S. public and total women are provided as a point of comparison, based on Keller Fay’s ongoing word of mouth tracking study, TalkTrack®


Why Word of Mouth? It has Impact with Everyone(% highly likely to agree/take action, 9/10 on 0-10 scale)

Base: Brand mentions where someone else provided advice (All Categories, n=110,183) Figures represent percentage scoring a 9/10 on a 0 to 10 scale.

Source: TalkTrack®, June 2006 through June 2007


Pregnant & New Moms are Word of Mouth Leaders(Estimated weekly conversations and brand mentions per person)

Base: Pregnant & New Moms, n=1,721; Source: Source: TalkTrack® for Moms, January 2008Base: Total Public, n=36,511; Total Women, n=17,031 Source: TalkTrack®, January 1st through December 30th, 2007*Meaning a conversation in one of the 14 product/service categories included in TalkTrack® and TalkTrack® forExpectant and Current Mothers.

+19% From Total Women; +27% From Total Public

+31% Total Women; +33% From Total Public


Pregnant & New Moms are Prolific Word of Mouth Agents for All Categories

Categories Pregnant & New Moms Total Women Total Public

Food & Dining 76% 62% 57%

Media & Entertainment 69% 56% 55%

Health & Healthcare 67% 50% 38%

Children’s Products 64% 33% 25%

Financial Services 60% 38% 32%

Beverages 55% 47% 46%

Shopping, Retail & Apparel 54% 44% 40%

The Home 52% 34% 28%

Technology 48% 36% 40%

Telecommunications 45% 41% 42%

Household Products 41% 29% 22%

Automotive 39% 35% 36%

Personal Care & Beauty 37% 31% 27%

Travel Services 32% 28% 23%

(% of respondents having at least 1 conversation in category on given day)


Weekly Conversations by Category Among Pregnant & New Moms

Pregnant & New Moms

Total Women

Food & Dining 14.1 9.8

Health & Healthcare 11.0 7.7

Children’s Products 10.9 6.1

Financial Services 8.5 5.3

Technology 6.5 4.8

Household Products 5.0 3.6

Personal Care & Beauty 4.5 3.9

Auto 4.5 4.2

(Estimated weekly conversations, by category, per person)


WOM Conversations are Overwhelmingly Positive Across the Board

Base: Brand Conversations Among Pregnant & New Moms, n=8,586; Source: TalkTrack® for Moms, January 2008Base: Brand Conversations Among Total Public, n=154,064 and Total Women, n=75,276; Source: TalkTrack®, January 1st through December 30th, 2007NOTE: Neutral not shown.

Positive Outweighs Negative by 10:1


WOM Fuels Consideration and Purchase Behaviors Among Pregnant & New Moms

• 60% of WOM among pregnant and new moms carries with it a recommendation to buy, try or consider

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

• Top 10 most talked about brands:


Base: Sender Based Brand Conversations Among Pregnant & New Moms, n=5,273; Source: TalkTrack® for Moms, January 2008Base: Sender Based Brand Conversations Among Total Public, n=97,468 and Total Women, n=48,960 Source: TalkTrack®, January 1st through December 30th, 2007

WOM Among Pregnant & New Moms Deemed Highly Credible(% rating WOM highly credible/likely to inspire action “9” or “10” on 0-10 scale)


Digital Media Fuels WOM Among Pregnant & New Moms

Pregnant & New Moms

% of Brand Mentions Involving one or More References to Marketing Activity

38%

Internet 12%

Television 11%

Coupon Circular 5%

Direct Mail/E-Mail Marketing 4%

In-Store Display/Video 4%

Product Package 3%

Newspaper 3%

Magazine 2%

Product Sample 2%

Radio 1%

Billboard Ad -%

The Internet edges out TV in providing content to WOM conversations

Base: Brand Conversations Among Pregnant & New Moms, n=8,586; Source: TalkTrack® for Expectant and Current Mothers, January 2008 Base: Brand Conversations Among Total Public, n=154,064 and Total Women, n=75,276 Source: TalkTrack®, January 1st through December 30th, 2007 * Respondents are allowed to select up to two items, therefore results will not add to 100.


Pregnant & New Moms Reporting At Least One Visit to BabyCenter During Past 30 Days

Base: Pregnant & New Moms Who Reported Visiting Site At Least Once During Past 30 Days, n=1,435 Source: TalkTrack® for Moms, January 2008

BabyCenter.com Fuels WOM for a Majority ofPregnant & New Moms


Study Highlights

• Positive word of mouth outweighs negative by a 10:1margin

• Almost two-thirds of WOM among pregnant and new moms includes brand recommendations

• Moms and moms-to-be have, on average, 109conversations in a week about products, services and brands

• About half of moms (much more in some categories) report having at least one conversationper day about Technology, Financial Services, Health Care, Food & Dining, Media & Entertainment, Packaged Goods, and Shopping & Retail experiences


Leverage WOM insights…

• Give them something to talk about – encourage word of mouth components within your brand briefs and marketing objectives

• Encourage participation, collaboration and contribution

• Make it easy for them to share – arm your consumers with ways to pass along what they’ve learned

…to create an ecosystem of engagement


The BabyCenter EcosystemSearch

Email

Mobile

Blogs

Widgets & Apps

Tools & Polls

Community

BabyCenter 21st

Century Mom Panel

E-commerce & Sampling


Q & A

For a copy of this presentation contact your BabyCenter Sales lead or send an email to [email protected]

Visit www.babycentersolutions.com and sign up to receive Mom Insights, a BabyCenter newsletter dedicated to the business of mom-marketing


Thank You

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