1. Marketing with Paths to delighting and engaging today's moms Laura Fortner EVP, Marketing & Insights CafeMom

4. Connecting with digital moms through emerging technologies

5. The role social media plays in moms’ lives

6. How to engage with moms in new environments

7. 2010-2011 MOMINDEX measures the quality of moms' lives across five major dimensions

8. Quarterly perspectives

9. Partnership with Good Morning America MomIndex 1 Summer 2010 MomIndex 2 Fall 2010 Click to learn more about the MomIndex MomIndex 3 - Winter 2011 3

12. 86% have enough quality time with their kids

13. 87% able to maintain good disciplineNew challenge for tween and teen moms – managing their mobile and socially networked kids 81% taking measures to monitor child’s cell phone use 93% taking measures to control child’s social network use 1

15. average 4.4 hours/week – 38 min/day

16. Top relationship goal for the coming year:

17. spend more quality time with S.O.

20. 89% looking to lose weight

21. Average weight loss goal of 21 lbs

22. 51% of moms agree “my life is filled with stress and anxiety”

23. growing number of stressed moms since first MomIndex

24. 2 out of 3 moms not satisfied with the amount of “me time”

25. Average 2.1 hours/week – 18 minutes a day!1

27. 46% say can’t provide for their families in the way they want

28. 93% taking money saving measures 1 47% of Moms cutting back spending on media

30. 61% say Washington doesn’t understand problems of moms like me

31. 32% think President Obama is doing a good job

32. 26% believe US will be world superpower in 50 yrs

33. Moms distrust corporations

34. 11% trust corporations to do the right thing

35. 7% trust messages companies include in advertising

36. 81% of moms trust friends and other moms like them for shopping and product recommendations 1

37. MomIndex Score Our third Mom Quality of Life Index score was 75.0 1

38. Add Value to Moms’ Lives Given what we now know about moms’ key challenges, how can brands add value to moms’ lives and impact overall life satisfaction?

40. Happiness with kids is NECESSARY but NOT SUFFICIENT for high quality of life score2 13

41. Add Value to Moms’ Lives The MainDrivers of Happiness for Moms CONNECTIONS strong relationships with friends & others outside of the home CONTROL the ‘master of their fate’-at home & everywhere else the to path happiness SELF EXPRESSION participate in activities, feel challenged, express talents 2 14

43. How? Provide platforms that allow them to find friends and connect to other moms like them and opportunities to meet others through online and offline activities2

44. Brands Improving Moms’ Lives: Connections Marketer implication - support programs that: 1. Enable Moms to make connections and strengthen relationships Sponsored Communities can bring moms together on topics relevant to them 2

46. How? Provide relevant content and tools2

47. Brands Improving Moms’ Lives: Control Marketer implication - support programs that: 2. Help Moms gain greater control on issues close to them by providing relevant content Sponsored Real Mom Tips and expert content provide real value to moms 2

49. How? Provide experiences for moms to express themselves and feel challenged and engaged2

50. Brands Improving Moms’ Lives: Self Expression Marketer implication - support programs that: 3. Provide experiences for moms to express themselves and feel challenged & engaged Sponsored experiences can empower moms to make a difference for causes they care about 2

52. 62% of moms say would buy more from company adding value to her life beyond the typical product/service provided

53. Happier moms are more influential:Brands Improving Moms’ Lives: Benefits / Dividends

55. 82% of moms would provide feedback on what is said in advertising and marketing messages.

56. 78% would spread the word about brands if given the opportunity to be a Brand Ambassador.3

58. Control

59. Self Expression1 2 3 Get Moms to Spread Your Message