Social Machinery

As Web 2.0 becomes more and more a mainstream media and a essential communication tool for everyone, new segments start entering this space creating disruption. For instance, during the past few months a massive amount of seniors have joined social networking sites like facebook, becoming the fastest growing segment according to Comscore report.

Now social media is becoming a common place for the so-called “digital moms” segment, which is showing a very intensive and unique usage pattern across social media.

There is no news that social media is taking over traditional media as the main source of communication, information and sharing. The convergence between web 2.0, Telecom and new media creates a new marketplace that is evolving as we speak. According to Alexa.com 50% of the top 10 sites in the world are related to social media. Besides, Facebook achieved a new milestone by announcing more than 350 Million subscribers.

All these trend doesn’t seems to stop there; Social networking is the most popular activity among internet users and now according to Opera mobile internet users spend 40% of their time on mobile social networking activities.

With all this exponential growth, Digital moms have start taking a more active role compared to overall population, according to a recent research study from BabyCenter, LLC

Social Mom: Social media is mass media 

1. The number of moms who use social media regularly has significantly increased from 11% to 63% since 2006; a change of 462%.

2. More than 44%t use social media for word-of-mouth recommendations on brands and products and 73% feel they find trustworthy information about products and services through other online users.

3. Moms tend to use social networks for socializing and entertainment, while using mom-centric communities to get information and advice from other moms going through the same experiences at a given time.

Also another study from Razorfish and CafeMom, has found similar patterns: the Moms of today are turning to digital communication using the web to research on line, connect with friends, finding advice and go for social shopping.

How Moms use the social media

Moms are using internet beyond just search engines and email. According to this study, Digital Moms have fragmented and multiple communication pattern:

•    94% use email

•    74% use search engines

•    65% belong to at least one social network

•    56% do text messaging every day

•    55% use instant messaging every week

•    52% play games on their mobile or internet

•    51% read blogs or new media sites

Is interesting to notice that Digital moms are not a homogeneous segment. Researchers found different communication patterns between below 35 years old Moms and +35 Moms. The first group is more engaged on social networking sites and mobile browsing while the older group is highly engaged with only news and consumer reviews sites.

Besides, Digital Moms are communicating with a different set of people than overall population. Moms are using digital communications to reach more than their family and friends. 35% are connecting with online friends, compared with 83% who connect with friends creating communities of known and unknown friends that are held together by common interests rather than demographics.

Moms bridging the digital divide with their kids

One of the reasons explaining the massive insertion of Digital moms in the social networking domain is the fact that Moms with kids over 12 use this media as a way to monitor and keep contact with their child. 47% of Moms who use social networks and have children 12-18 are monitoring their kids’ behavior.

The marketing opportunity: An untapped segment

Brands have an opportunity to address to these trends by understanding that a one-size-fits-all strategy for moms segment will not work; A tailor-made approach is required.

Finding niche segment within Moms will ensure that campaigns are speaking to each set of moms in their technology comfort zones.

Also, brands have an opportunity to empower moms with information, content, experiences, and a community to address their dual expectation about social media: to stay connected for their own needs, as well as the needs of their children

 Is critical to understand their social graph. How moms are socializing, and who they are socializing with, and around which common linked them together to determine how products and services meet the needs of these moms.

Brands should consider social marketing in two dimensions: interconnected woman and a mom, as her interests extend beyond parenting. Also their social interests change based on the age of their kids. Since many social environments contain more than one social activity, it is important to consider the combined effect of social influence channels like online consumer reviews, social networks, blogs. Brands aiming this segment should have a comprehensive strategy to reach them.