babycenter - babycenter: a global insights engine

© BabyCenter, LLC. Confidential. All rights reserved.© BabyCenter, LLC. Confidential. All rights reserved.

A Global Insights EngineTina Sharkey

Chairman, Global President

© BabyCenter, LLC. Confidential. All rights reserved.

Every month, BabyCenter reaches 26MM new and expectant Moms across the 22 markets we serve


Our business

Consumer Experience

MarketingSolutions

Serving moms around the globe with trusted expert advice and mom-to-mom wisdom

Delivering an innovative blend of solutions to reach and engage women

Knowing Mom Gaining deep insights from 21st century moms® around the globe through primary research, active listening, behavioral analytics, editors and experts


BabyCenter is a Global Insights EngineIf you don’t know Mom you can’t reach her

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Primary research

• 21st Century Mom® Panel

• Global market surveys

• Moms with children -9 to 12+ years old

Active listening

• BabyCenter Talk Tracker™

• Moderated conversations

• Monitoring community conversations

Behavioral analytics

• Site analytics; tracking the mindset and behaviors of new & expectant moms

• Mobile browser and app usage

• Due date/child’s age

Q:

Editors and experts

• Culturally embedded editors in 22 markets

• Medical Advisory Boards in every market


Mining conversations

Source: BabyCenter 21st Century Mom® insights

For deep marketing insights

Index of when conversations containing each the term are most likely to peak by stage

BabyCenter Mom

Planning for second child

Diapers, Formula costs

Medical discussions

Estate Planning/life insurance

Baby registry

Pre school


Meet the 21st Century Global Mom®

Source: BabyCenter 21st Century Mom® Report, June 2009 with March 2011 update.

Social

73% of UK moms change their purchase

criteria; 62% change the brands they buy

New needsMobile Media shifted

45% of Mexican women purchased a smartphone as a result of becoming a mom

7 additional hours of parenting cuts into a Canadian mom’s media usage

99% of the 20MM Brazilian women online have visited a social site in the past month


Delivering remarkably right consumer experiences across all platforms

iPad Birth ClassesMy Pregnancy Today

My Baby TodayBabyCenter.com22 markets worldwide

Mobile Optimized Websites in 22

markets


Consider this: there are over 130 million babies born every year

350,000 350,000 babies born every day around the globe

1 in 5 Only 1 in 5 are born to mothers with access to the Internet

3 in 5 Yet 3 in 5 have a mobile phone


Feature phonesThe true bottom of the pyramid

Enormous opportunity to expand reach to new audiences lower in the pyramid

Smart phones & tabletsMassive consumer shift

Feature phonesUnreached, Middle Class Audience

As the world approaches 6 billion mobile devices, digital media is fundamentally shifting

The Facts:


Give the team room to innovate and trust them to drive the business

Centralize and localize

Embrace centralized best practices, while facilitating local activation

Communicate often

Company DNA must be reinforced through multiple channels

Operationalizeinnovation

Every employee impacts your product

babycenter - babycenter: a global insights engine

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