Awesome work with some awesome classmates at the VCU Brandcenter.

1. Prepared By
Divya Lulla, Sloane Beaver, Rilee Harman, Cristina Hall
Filling the Cracks
For

2. Let’s talk about families.

6. Mom holds the family
together

7. How?

8. Be more efficient
Seek validation
Give the family social momentum
How?

9. This is nothing new.

10. This is nothing new.
Multi-task
Read parenting books
Join the PTA

11. This is nothing new.
Multi-task
Read parenting books
Join the PTA
Now digital is in the picture

12. Her Digital Family

13. Her Digital Family

14. Her Digital Family
89% of moms are online regularly
61% of moms call themselves the
Chief Technology Officer
50% of moms used a social
networking site on the day their
child was born

15. You know moms are online.

16. Do you know why?

17. Do you know why?
Mom uses digital to
make life better for
her and her family.

18. How?

19. Be more efficient
Seek validation
Give the family social momentum
How?

20. What is Mom Efficiency?

21. Being faster
Being smarter
Making it all happen
What is Mom Efficiency?

22. Being faster
Being smarter
Making it all happen
What is Mom Efficiency?
Getting more productivity bang
for her energy buck.

23. She’s a mom on
an online mission.

24. 90% of moms describe themselves as
task-oriented internet users. When
she’s online, she has a purpose.
She’s a mom on
an online mission.

25. 90% of moms describe themselves as
task-oriented internet users. When
she’s online, she has a purpose.
She’s a mom on
an online mission.
“I barely have enough
time to do much else, so
I’m very focused about
my internet use.”

26. She’s actually on
10 missions.

27. She’s actually on
10 missions.
54% of moms say they always have
multiple windows open at once.
They’ve mastered the art of writing
emails while looking up recipes.

28. She’s actually on
10 missions.
54% of moms say they always have
multiple windows open at once.
They’ve mastered the art of writing
emails while looking up recipes.
“If I weren’t a mom I
wouldn’t feel so compelled
to multi-task. I’d have fewer
immediate demands.”

29. Her Digital
To-Do List

30. Pay
bills
Plan
dinner
Plan
Spring
Break
Buy
clothes
for me
Buy
clothes for
the kids
Plan
birthday
party
Email
friend
Find
decorating
ideas
Check
Facebook
Tell
bedtime
stories
Organize
carpool
Find
exercise
routine
Read
the news
Her Digital
To-Do List

31. What does she use to
get it all done?

32. What does she use to
get it all done?
89% of moms say that
their smartphones are their
personal assistants

34. Emails
GPS
Banking
Camera
Find phone
numbers
Notepad
Find places
to eat
Look up
recipes

35. It’s her scrapbook in fewer
than 10 clicks.

36. Take
photo

37. Instagram
it
Take
photo

38. Instagram
it
Upload to
Facebook
Take
photo

39. Instagram
it
Tweet
it
Upload to
Facebook
Take
photo

40. Instagram
it
Email it
to
Grandma
Tweet
it
Upload to
Facebook
Take
photo

41. Instagram
it
Email it
to
Grandma
Who wants
cake?
Tweet
it
Upload to
Facebook
Take
photo

42. Digital is not just her
personal assistant.

43. Digital is not just her
personal assistant.
It’s her secret lover.

44. “It draws me away from
my family.”

45. “It distracts me from
my kids.”

46. Litmus Test
Are you making her accomplish more?
Are you helping her accomplish it faster?
Are you streamlining her to-do list?

47. Litmus Test
Are you making her accomplish more?
Are you helping her accomplish it faster?
Are you streamlining her to-do list?
Don’t be a distraction.
Help mom have more time and
more energy for the things
that really matter.

48. What is Mom Validation?

49. Moms are looking for reassurance that
they are helping their kids and that
they’re on the right track. They want to
know they’re normal.
What is Mom Validation?

50. This is Kristin.

51. This is Kristin.
Before Kristin was born, her mom
had nothing in her life more important
than herself.

52. A Moms Over 30 message
board allowed her to share
the birth of her child, fears and
frustrations and her TMI “only a
mom would get it” moments.

53. When Kristin was born 2 lbs lighter
than her twin her mother posted a
photo to RAMOM.

54. When Kristin was born 2 lbs lighter
than her twin her mother posted a
photo to RAMOM.
One of the members
immediately sent her an
email saying:
“Don’t worry about one
being smaller than the other.
My twins were like that too.”

55. Kristin’s mom received an email about
colic from a friend.

56. She was able to reassure
another mother in return.
Kristin’s mom received an email about
colic from a friend.

57. Kristin went through a Mean Girls
Phase in school. She stopped
receiving invites to parties.

58. Kristin went through a Mean Girls
Phase in school. She stopped
receiving invites to parties.
Her mother used the
internet to try to
understand bullying.

59. When Kristin started hanging out with
the fast crowd, Mom used Facebook
to make sure Kristin was doing ok.

60. When Kristin started hanging out with
the fast crowd, Mom used Facebook
to make sure Kristin was doing ok.
Keeping tabs on Kristin
can help her validate her
efforts as a mom.

61. When Kristin left for college, her mom
knew where to find support.
She a
Faceboo
advice
emp

62. That was Digital Validation

63. But what does Physical
validation look like?
That was Digital Validation

64. Digital Validation Physical Validation

65. Digital Validation
Anonymity leaves her
judgement-free
Physical Validation
Your friends might give
you answers, but they
know your dirty laundry

66. Digital Validation
Anonymity leaves her
judgement-free
Physical Validation
Your friends might give
you answers, but they
know your dirty laundry
She doesn’t have to
wait for Google to call
her back
Friends, family and
doctors aren’t on call
24/7

67. Litmus Test
Are you allowing her to be open and honest?
Are you making her feel comfortable
asking questions?
Are you making her more nervous?

68. Litmus Test
Are you allowing her to be open and honest?
Are you making her feel comfortable
asking questions?
Are you making her more nervous?
Engage her in a straightforward
& non-judgmental dialogue. Let
her know it’s okay to have
questions.

69. What is Social Momentum?
Help
trac
Pre
the
Avo
stig

70. Helping her kids get ahead
and knowing when not to
hold them back
Help
trac
Pre
the
Avo
stig

71. Moms build Social Momentum for their kids

72. Moms build Social Momentum for their kids
Get them
ahead

73. Moms build Social Momentum for their kids
Get them
ahead
When kids join Facebook, this is
a huge game changer.
Don’t
hold them
back

74. Moms build Social Momentum for their kids
Get them
ahead
Don’t
hold them
back
Walk
together

75. Litmus Test
Are you helping her promote
her family & herself?

76. Litmus Test
Are you helping her promote
her family & herself?
It’s not just her profile, it’s
Johnny’s Mom’s Facebook
profile. Don’t assume her
social presence is self-
centered.

77. Efficiency
Validation
Social Momentum

78. Efficiency
Validation
Social Momentum
She’s doing
those things
online to make
her life better

79. This is her life

80. Grocery Shopping Carpool
Soccer
Game
Nap
time
Dentist
PTA
Laundry
Give
Advice
Cook
Dinner
Braid
daughters
hair
Work
Clean
Friends

81. Grocery Shopping Carpool
Soccer
Game
Nap
time
Dentist
PTA
Laundry
Give
Advice
Cook
Dinner
Braid
daughters
hair
Work
Clean
FriendsDigital is the glue that
fills the cracks
Fix-It

82. Who can you learn from?

86. Fill the cracks.

87. Fill the cracks.
Efficiency
Is your brand bringing
disparate worlds together?

88. Fill the cracks.
Validation
Is your brand one she feels
comfortable talking to?

89. Fill the cracks.
Social Momentum
Is your brand helping her
promote her family?

90. How can you be the glue?