Social media: where the moms are
Social networking activity continues to rise, and while email is still a powerful marketing tool, social media — when done well — can be a compelling two-way conversation that's beneficial to both moms and brands. What follows are statistics from a study of more than 2,000 female respondents conducted by Q Interactive and the Social Media World Forum:
- 54 percent of moms visit social networking sites "at least once per day”;
- 75 percent are "more active on social networking sites than last year”;
- brands capturing moms are engaging them with conversations, not one-way sales tactics; and
- women express a desire for relevancy and transparency with a high willingness to answer surveys for more custom communications.
Moms are players … and proudly so
Social networking sites have a niche where brands can befriend moms — and that’s in gaming. From Farmville to Mafia Wars, moms are grateful to brands who give them a little boost (with points to advance in their games or virtual currency to spend) via branded offers. A recent study from Q Interactive and the Engage! Conference and Expo revealed moms’ love for social media games. Here are some statistics from the study:
- A whopping 42 percent of moms consider themselves “gamers,” with 7 percent saying they're “obsessed" with games;
- 67 percent believe 1 hour to 5 hours per week of social media gaming is "socially acceptable";
- more than half (57 percent) earn/spend virtual currency daily; and
- 97 percent prefer to earn virtual currency through either winning more or accepting a branded offer versus paying for it with "real" money.
The social gaming/virtual currency space offers a unique opportunity to capture moms while they're doing something they love. To date, too few big brands have taken advantage of this opportunity to "capture" — or captivate, perhaps — their ideal customers with opportunities to earn virtual currency by doing things such as simply signing up for newsletters.