No More Mad Men: Moms, Social Media and the End of Top-Down Messaging
1. No More Mad Men
Moms, Social Media &
the End of Top-Down Marketing
Stacy DeBroff | October 23, 2012
@momcentral
I
grow
people…
what’s
your
superpower?
2. 1. pay bills
2. buy groceries
3. pick up kids
4. start a
revolution
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3.
4. The Era of Top-Down Messaging
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5. Facebook = Moms’ new picket fence
Twitter = the new customer service hotline
Blogs = replace advertising messages
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6. A New Era of Social Media Marketing
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8. Historic Moments of Disruption
1920s 1960s-1970s 1970s
Right to Political Right to Workplace Right to Education
Equality Equality Equality
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9. 1920 Women’s Suffrage Movement
“…if
we
allow
women
to
vote
it
will
mean
the
loss
of
social
structure
and
the
rise
of
every
liberal
cause
under
the
sun.
Women
are
well
represented
by
their
fathers,
brothers,
and
husbands.”
-‐
Winston
Churchill
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10. 65th
Congress,
1917–1919
112th
Congress,
2012
Women
Representa?ves
and
Senators:
Women
Representa?ves
and
Senators:
House
=
1
House
=
76
Senate
=
0
Senate
=
17
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11. 1960/70s Women’s Movement
“Feminism
encourages
women
to
leave
their
husbands,
kill
their
children,
prac?ce
witchcra@,
destroy
capitalism
…”
–
Pat
Robertson
MomCentralConsulting.com
13. 1970s Title IX
1800s:
Sports
damage
women's
delicate
internal
organs.
1950s:
Women
lack
the
endurance
to
sprint
full
court.
1990s:
Sports
make
women
unfeminine
or
unaEracFve.
2002:
In
order
to
comply
with
the
law,
schools
are
eliminaFng
men’s
sports,
thus
discriminaFng
against
boys
and
men…
And
“women
don’t
really
want
to
play
sports
as
much
as
men
do
anyway.”
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14. “Girls
playing
sports
is
not
about
winning
gold
medals.
It’s
about
self-‐esteem,
learning
to
compete
and
learning
how
hard
you
have
to
work
in
order
to
achieve
your
goals.”
—
Jackie
Joyner-‐Kersee
MomCentralConsulting.com
15. Today’s Social Media Movement
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17. Trust = the New Marketing Catalyst
• Make purchasing decisions
Social media enables Moms to seek for their children
out opinions they trust, instead of • Feel about brand loyalty
relying on brand messaging & acts as • Interact with brands
catalyst that changes how Moms:
19. Pampers
Parents expressed
P&G launched concern over
marketed as the diaper rash
most trusted Dry Max through social
name in diapers technology
media creating a
in U.S.
Facebook page
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20. “
Pampers Swaddler and Cruisers with Dry
max have been causing Chemical burns,
Infections, and SEVERE diaper rash. Procter
…was
just
at
Wal-‐Mart
and Gamble have been denying this claim and
and
(saw)
a
guy
had
they have no scientific proof of this! This is
____
”
Pampers
Dry
Max
in
his
wrong! Please P&G do what’s right & recall!
cart…I
stopped
him
and
explained
to
him
what
has
been
happening
with
this
diaper…
I
find
this
completely
unacceptable!
something
needs
to
be
done
our
voices
aren’t
being
heard
loud
enough!
How
is
this
diaper
not
recalled
yet??
Have
not
enough
babies
Is
it
just
me
or
do
any
suffered
yet?
P&G
I
of
you
feel
like
this
think
you
are
issue
is
being
swept
complete
Morons!
under
the
carpet?
21. “Intensive safety assessments, chemical testing and consumer testing,
before, during and after the launch shows that
Pampers Dry Max is safe.”
– Company Statement, Proctor Gamble
Consumer Reports
22. Brands Listening Responding
Free shipping and returns
Personalized offerings easy free shipping
Trust in labels food sourcing
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23. xxx
Collective Power of Mom Influencers
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24. 1 Mad
Men-‐Era
Ad Impression
1 Social
Media
Expression
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25. U.S. Momentum Goes Global
Changing lives across the globe
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