If your brand targets moms, your social media strategy may need a major overhaul, according to a recent study conducted by Yummy Mummy Club (YMC) in Canada.
“Brands still think that pushing out stories about how great they are will resonate with moms,” Erica Ehm, the founder of YMC, told me. Instead, she suggests brands share their message in a meaningful way. It may be a subtle difference, but it’s an important one.
Ehm launched YMC to create an online destination to help multitasking moms manage their busy lives with advice on parenting, pregnancy, fashion and more. Earlier this year, she conducted an online survey with 1,674 YMC members. While many of the findings are predictable, others are startling.
In the predictable category: moms are active on social media; 90 percent of those surveyed share content on social networks; and, most of the time, moms hang out online on Facebook (although half also visit YouTube, blogs, Pinterest, and Twitter at least weekly).
The startling results: less than two out of 10 (19 percent) of moms surveyed say they have had a meaningful interaction with a brand on social media.
“What we found with those 19 percent who did indicate they’d had a positive interaction, it was a customer service interaction,” Ehm said. “The upside is brands are managing relationships with current customers. But marketing isn’t just about keeping customers happy. It’s about getting new customers.”
While the YMC study is a dismal report card on brand’s online interaction with moms, some brands are creating contagious content—highly shareable videos, blog posts, tips, and photos—for moms that allows these products to engage effectively on social media.
Here are 10 examples of brands getting it right with moms in a number of ways.
10 Ways Brands Create Contagious Content
#1: Entertain
Brand: HelloFlo, a tampon subscription service
Social Media Platform: YouTube
Tactic: Camp Gyno Ad, 10 million views and counting
#2: Inspire
Brand: Yumbox, a lunchbox for kids and adults
Social Media Platform: Pinterest, Facebook, and Twitter
Tactic: Sandwich Free Lunches
#3: Parenting Tips
Brand: Mabel’s Labels
Social Media Platforms: Blog, Facebook, and Twitter
Tactic: How to talk to kids about strangers and safety
#4: Capitalize On Current Events
Brands: Canadian Living, Huggies
Social Media Platform: Facebook
Tactic: Celebrating the royal baby
#5: Be Socially Responsible
Brand: Telus
Social Media Platform: Facebook
Tactic: Free calls and texts to Nepal
#6: Provide Easy Health Tips
Brand: Canadian Living
Social Media Platform: Facebook
Tactic: Why we need our sleep
#7: Contests
Brand: Kimberley’s Cupcakes
Social Media Platform: Facebook
Tactic: Caption contest
#8: Deals
Brand: Disney
Social Media Platform: Facebook
Tactic: Disney dining deal
#9: Reach Out
Brand: Starbucks
Social Media Platform: Facebook
Tactics: Home Brewing Week
#10: Share Feel Good Moments
Brand: Plum Organics
Social Media Platform: YouTube
Tactic: Amazing Moments asked moms to share special benchmarks with their kids, anything from first smiles to first steps to first tantrums
Moms Are People, Too
According to some experts, creating content people love to share is the secret to success. Yet when it comes to moms, many brands are missing important ingredients in their social media playbook.
If you want to reach this desirable consumer group in a meaningful way, be real, authentic and genuine. Make moms smile. Provide information to make their lives easier.
And remember, moms are multi-faceted people who have interests beyond parenting.
About the study: “Creating Shareable Content for Moms: What Brands Need to Know” is based on findings from an online survey of Yummy Mummy Club members conducted in January 2015. The research was conducted with 1,674 Canadians and included a mix of close-ended and open-ended questions.
Download the white paper here.
This article was syndicated from Business 2 Community: Creating Contagious Content For Moms: What Brands Need To Know
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