Facebook and Mums - IDM 2011 by Institut

FACEBOOK &MUMS 2011

Methodology 

Representative sample of 300 mothers with 0 to 12 months year old child, based upon the following criteria: 

Number of children (primiparous / multiparous)



Socio-professional category of the head of household (SPC+ / SPC -)



Data collection carried out on the internet, using self-administered questionnaire from 15/11/2010 to 19/11/2010 –



Field: France

2011

Context French webusers:

Social networks:

A highly connected country(*): 68% populations Especially mums of children < 3 years old: 95%(**)

Social network: 1st popular pasttime in Europe (unlike US)  +34% since 2009

(*) Source: CommScore Media Metrix, Dec 2010 (**) Source: TNS – SIMM 2009 2011

Context Social network: a women / mothers thing! ď&#x192; Women spent 24% of their online time on social networking vs. 16.8% for men ď&#x192; 25-34 years old represent 24.6% of facebookusers

Source: CommScore Media Metrix, Dec 2010 2011

Context A dramatic increase of advertising on Social networks  +102% in the UK +64% in France +47% in Germany

The rise of coupons sites +162% in 2009 France: 20.6% users, 1st penetration

Source: CommScore Media Metrix, Dec 2010 2011

Which social networks? 80% of mums use at least one social network Q : Which social network(s) do you belong to? Base: 300 mothers of 0-12 month old children

79,7 %

Facebook

Copains d'avant

70,3%

44,3%

6,7%

Viadeo

Autre

2,3%

70% of young mums members of Facebook! LikedIn

Twitter

Aucun rĂŠseau social

2011

1,3%

Low use of Twitter, butâ&#x20AC;Ś an awareness rate increasing by 58 points / year to reach 63% of internet users (source www.ifop.com)

1,1%

20,3%

Facebook and Copains d’Avant: Complementary networks Q: Which social network (s) do you belong to? Base: 211 mothers of 0-12 month old children that confirmed being on Facebook

Facebook : Mums registered on Facebook and Copains d’Avant contingent on age 100% 85,7% 79,5%

80%

63,3% 58,5% 54,7%

60%

A « must » for young mothers  likely to become increasingly important

46,8%

40%

39,3%

Copains d’avant:

33,3% 20%

0% 24 years or less

25-29 years Facebook

2011

30-34 years

35 years and above

Copains d'Avant

More popular among « older » mums

Use of Facebook by young mums today 8

Base: young mums on Facebook: 57% of young Facebook mums connect every day Every day

Several times a week

Frequency of visit

Several times a month

56,9%

24,2%

Les often

10,9%

8,1%

74.1%

Base: total population of young mums: 40% of young mums connect every day Every day

Frequency of visit - Total population of young mums

Several times a week

40,0%

Several times a month

17,0%

7,7% 5,7%

57%

2011

Less often

Not on Facebook

29,7%

The kind of mums on Facebook The « addicted » to Facebook (daily connection) 57% of Facebook users (40% of young mums)

The Facebookers (mothers with a profile on Facebook) 70% of mums questioned  Young mothers (80% of less than 30 years are on Facebook)

 Younger…young mums  CSP- slightly over-represented, although all profiles are questioned  Many friends of friends (68% have more than 50 friends, vs 51% on average)  And often, brands fans!

(young mothers fans of at least one brand) 38% of Facebook users (27% of young mums)  Mostly housewives  Urban  ¾ connect every day to Facebook  And have many friends (more than 50 for 2/3 of these users)

All socio-demographic profiles are represented!

2011

Brands fans

Brands using Facebook … 10

Huge virtual vacancy today! Very few baby/children’s brands are present on Facebook in France: « I have not seen any initiative of baby / kids brands so far, but It would be very interested, in my opinion » In France 27% of mums are fan of brands, vs. 76% in the US None

62,1%

1 to 5 brands 6 to 10 brands More than 10 brands

28,3% 6,6% 2,9%

Source: research & report by Lisa Finn and lucid marketing

A huge opportunity for brands!

2011

Facebook, a strong potential tool to meet different objectives… 11

The power of the «like »… Image • 36% of fans have positively changed their opinion on the brand since they became fans (cf. Fullsix study)

2011

Promotion • For 60% of fans, this role gives them the desire and opportunity to speak about the brand’s products or services (source ISARA)

Sales • 91% declare that consumers’ opinion spurs online buying (source: JC Williams Group)

But a risky tool 12

 The exponential factor  Facebook is a network of members, brands are entering into a foreign territory; as such, they may be viewed as merely “tolerated” (and sometimes not even so); they must show that they can add value to the network  Indeed, some mums are resistant: “ Brands means harassment for me, they are imposed on us!”

 Especially in an environment where web users feel more and more spied on* « Facebook is too intrusive with « I like » requests for activities that I do not necessarily wish to share »

 However, if brands do it right, Facebookers will be happy to welcome them:

In the US, 76% of mums are fans of brands! *41% are bothered according to the 2011 edition of the “Barometre de l’Intrusion” – 36 000 surveyed.

2011

But a risky tool 13

It is therefore key:  To be well prepared during/after the launch on Facebook, as if entering a new country (a new planet?)…  To respect the etiquette  To take mums’ expectations into consideration

2011

Speaking about Mums’ expectations… 14

To feel valued & considered common expectations

Various answers… ….depending upon your brand, positioning, objectives, resources…

2011

Speaking about Mums’ expectations… 15

Acknowledgement & gratification  Being “special” in general, and to the brand

A FEW EXAMPLES… Give « advantages » •Discounts (++ for 45% of French mums) •Rewards (for purchase, loyalty, virality..) •Gifts •Privilege (++ for 26% mums) •…

2011

Provide services •After sale services •Access to expert

•Troc

Listen (& prove it) •Feed back •Conversations…

Involve

Personalize

• User generated content • User generated product • in the promotion (tools, incentives…) •In the sales (tools, rewards…) •In the after sales services •In the distribution of the products

•Personalized content (interest, identity…)

•Bilateral, humanized relationship

Your answer… •…

1. ADVANTAGES : a gift… but not just a gift! 16

A festive event “Free pastry day”, dedicated to a community a gift

1 million buyers in one day!

2011

1. ADVANTAGES: 17

Laredoute.fr: first retailer in Europe to offer their clients 50 Facebook credits to use in more than 200 games and applications on the network (Farmville, CityVille, Pet Society or Millionaire City…) Facebook Credits implemented by US e-retailers during the festive season have increased their conversion rate by 30% on average. (*) Advertisements using Facebook Credits have achieved a high click rate, two to three times above average level. (*) And more than 70% of consumers who have won Credits, have published the information on their wall. (*) ++ targeting young users (*)Source: Influencia.net

2011

I. ADVANTAGES : Privileges 18

« You

will see things here you won't see anywhere else! »

126 984 112 fans!

2011

2. SERVICES: Access to Expert 19

Answers to mums’ questions, advice, possibility to ask questions…

482 966 like! +++ for pregnant women and first time mums

2011

2. SERVICES: Barter exchange 20

Vive les bébés (Intermarché) : its barter exchange shows the brand’s knowledge of mothers concern, its proximity

179 501 fans! « Many clever ideas for mums, swapping pages, and information about loyalty card,, contests and discussions with other mums. I clicked « I like » to keep it »

2011

3. INVOLVE: a fan kid’s casting 21

23 649 fans! « I like the « Tape à l'œil » page and its castings. »

Sense of being valued belonging Virality +++ If leads to tangible and/or exclusive benefits…

2011

3. INVOLVE: help distribute the products 22

2011

3. Involve (& valorize) 23

17 020 057 fans!

2011

3. INVOLVE: User generated products 24

2011



black cherry-lime



caffeine + 8 key nutrients

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made by fans, for fans on

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in stores march 1st

And of course, make it viral! 25

2011

To conclude… 27



Facebook : a great tool to be used by the brands to: be liked promote the brand, its awareness, its image increase its sales



70% of mothers with young children are on Facebook, representing 1.400.000 mothers with 0 – 24 month old children of which 800 000 connect every day(*), and who can potentially become your brands’ ambassadors…



And much more tomorrow… 80% of women are fans of brands in the US…

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However, very few brands for babies are on Facebook in France, and when they are, their page is still embryonic…

Now is the time !!! (*) based on behaviours observed in this study. 2011

Your contacts IDM – Institut des Mamans 2, rue Balny d’Avricourt 75017 Paris Tél. : + 33 (1) 40 53 09 10 Virginie Foucault-Rougé vfoucault@institutdesmamans.com Patricia Gelin pgelin@institutdesmamans.com Hélène Lepetit hlepetit@institutdesmamans.com

www.institutdesmamans.com

2011