1. www.MomCentralConsulting.com
May 2010

2. Who We Are
• Specialize in Marketing to Moms
• Work with over 200 national brands
• 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,
product trial, and sales
• Provide breadth of consulting services including
research, social media strategies, and listening
• Offices in US and Canada

3. Consumer Packaged Goods

4. Consumer Food Brands

5. Kids Entertainment

6. Kids Online Destinations

7. Beverages

8. Home Goods and Appliances

9. Technology & Financial Services

10. PR
FIRMS
Spokesmoms
Ambassador
Moms
Ac0vator
Moms
Playground
Moms
Everyday
Moms
Ad
Agencies

11. 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)

12. Engaging the Persuasion
Power of Moms
Ignite Negate
Enthusiasts Detractors
Sphere of
Influence
(SOI)
Change Drive to
Perception Retail

13. Sphere of Influence (SOI) =
Answers Elusive Questions
• What do consumers say about you?
• Where do they say it?
• Who listens to those conversations?
• Do consumers act on their recommendations?
• How extensive is an influencers aggregate reach?

14. 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

15. 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

16. How do Moms talk about your
brand with others?
Erika is a working Mom who eats 2.2 “I’m sick of feeling like I am running a restaurant
slices with 4g of fiber between the hours at home. So, you like Arnold Dutch Whole
of 7 am and 8 am. Her average grocery Wheat bread? Boy if I could get my daughter
bill is $200 a week. She is 35 years old Emily to eat the same bread for breakfast or
with one tween daughter and expecting sandwiches it would sure simplify things.
her second child. Especially with the baby on the way. There is no
way I am making 5 different types of
sandwiches for lunch!”
Demographics
don’t
buy
things
People
buy
things.
And
they
act
on
the
advice
from
others
they
trust

17. Mom Influencers Become
Mom Brand Ambassadors

18. Mom Ambassadors
Pepsi Beverage Campaigns
150 Mom Ambassadors
3-month Program
March - May 2010
100+ Mom Ambassadors,
6-month Program
April - September 2010

19. Mom Ambassadors
ABC Brands
260 Mom Ambassadors
1-month Program
Feb 15 – March 15, 2010
200 Mom Ambassadors,
1-month Program
Feb 15 – March 15, 2010

20. Mom Ambassador Program
We build a program based on your business
needs and marketing objectives.
We invite Mom Influencers that have a
passion for your brand to participate in
Branded Mom Ambassador Programs. We
work with them over a sustained period of
time.
Influencers are selected based on:
 Blog Reach
 Twitter Followers
 Facebook Friends
 Sphere of influence within the Mom
Community (i.e., additional
communities or social group they
belong to, both online and off)
 Interest and passion about brand
We engage them in a range of activities,
customized to meet your business needs.
Measurement: We use a combination of
research to track brand sentiment and
coupon redemption/sales data.

21. Mom Central Spark
Community
Spark: Where Moms and Brands Connect
Mom Central Spark is an online community that enables brands to
engage directly with Moms.
• Mom Central will aggregate Brand Ambassadors into a private
community, fully hosted and moderated by Mom Central staff.
• Brand Ambassadors will connect with each other and share their experiences
with the product, which will in turn create fodder for reviews on blogs,
websites, and offline word-of-mouth outside of the Spark community.
• Our clients have moderated access to these Moms via polls, online
discussion forums, and direct messages within Spark.
• Our clients use the Spark Community to gather feedback from participating
Moms on product development, marketing, or other key brand initiatives.
• Spark resides on http://www.momcentral.com

22. Mom Central Spark
Community

23. Case Study:
Feld Entertainment
Engaged Moms Create a Drive
to Retail.
Over fourteen months, Mom
Central engaged 750 Mom
Ambassadors across 22
markets with national social
media campaigns and live Mom
Influencer events.
Results: Online positive
sentiment for Ringling Bros.
increased from 8% to 63%, the
program drove $1MM in sales
attributed to MOM code. New
customers accounted for 70%
of ticket sales.

24. Stacy DeBroff, Founder & CEO
MOM CENTRAL
CONSULTING
77 Chapel Street
Newton, MA 02458
www.MomCentralConsulting.com
617.244.3002