Google event: Mother Knows Tech Discussion- some good facts for marketers

By the way- all the stuff I blog about and the presentations I reference will be available via a link after the conference.  I also have no clue if I’m doing this “live blogging” thing correctly, so sorry if this is really long and boring. And finally, I’m a crazy notetaker… I’ll try to edit. But I have a bad history of overdoing it (high school ruined me). 

(2:20 central) Jim Lecinski, Central Region Director, Google is speaking now about how this discussion will help marketers understand how “moms use tech.”  Do the Google offices look like what you would expect the Google offices to look like? Answer is “yes.” The bad news is that I forgot my camera. Whoops.

Three themes about how marketing to moms is consistent over the past 10-15 years so the principles still exist but how they’ve changed over the years.

1) tools moms use- appliances are different, access to different kinds of communication tools (phone book vs. internet, etc)

2) what moms use for sense of community

3) where moms get help or assistance along the way- support network, sense of help

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Pop Quiz!! (I hate tests)

What’s your Digital Life Quotient (DLQ)? (Prize is a lava lamp?? Oh, that’s a brand icon of Google that will be shared with audience winnners.)

Digital Life Quotient are 25 simple questions about your tech behavior (like do you own an ipod, have you retouched a digital photo, do you have a blog, etc.)- I have to write now, so *pause.* Ok, I answered “yes” to 17 of the questions. 17 x 4 is 68 out of 100. (wow, math is NOT my strong suit.) Some people scored 96/100. They are very plugged in.

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Denise Chudy, runs Consumer Product Division of Google Midwest. Ran the same DLQ 25 questions to 100 moms using media screen. How does technology change their life and become the CFO of their family (for the record, I’m the CEO of the home.)

FOR ALL THE STATS I’LL POST THE LINK TO THE PRESENTATION!

• Average score of 40%. Out of 25 questions, mom answered yes to a full 10 of those. 10 most popular- text, watching videos, going online more than 2 hours a day, use online payment service, download music, etc.
• Gen Y Moms using digital technology more than older moms (higher DLQ the younger the mom). Number of children and age of child affects use of tech. Difference between mom who works and stays at home. HH income also affects use of tech. Moms with teens are the most digitally savvy according to this survey.
• Online video use and IM use is higher with Gen Y moms 18-24
• DLQ is higher with moms who have younger kids (0-2) and older kids (15-17)
• Moms with babies- score highest with retouching photos, buy and sell on eBay, have a social networking profile, placed a VOIP call.
• If a mom has a teenager, their DLQ really resembles patterns of a teenager. There’s a link between moms following their kids behavior and as a result becoming more tech savvy.
• Working moms are more digitally savvy!!! Score one for me!
• Tech savviness increases with income.

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(2:45 pm Central) Max Kalehoff, Buzz Metrics, NY- “Moms and Buzz” – Moms and their usage of the Internet and social media

(Agenda for his talk: Intro, Mindset of a Mom, Moms, CGM and the web, Why Moms Do It, Why Mom Buzz Matters, What Moms Talk About, Applications and Action, Q&A)

Mindset of a Mom: (video of Max’s wife, brave woman. Interesting tidbit – when pregnant spent a lot more time online than after she had a baby.  We can all agree with that)

• Pre-mom
• New mom
• Experienced mom
• Wise mom (grandma): being a mom doesn’t stop when your kid goes to college. (DAMN! Just kidding)

Landscape and Trends- blogging, broadband, video engagement, consumers more in control, defensive branding. Community and social network are appealing factors.

New Format and Forms to content: myspace, you tube, etc.

CPG category: lots of discussion around peanut butter, diapers, pet food (obviously) which result in new and exciting metrics and marketing models.

Speakers and Seekers model: over a quarter of top search results for world’s twenty largest brands are user-generated. Grass roots, advocacy. Results in the “moment of truth.”

Why does “buzz” matter?

• recos from consumers are the most trusted messaging
• consumer generated media links to purchasing behavior
• consumer expression explains brands. it triggers conversations.

What do moms “buzz” about? (this was a case study of 100,000 posts over a period of time in special interest group mom communities updated: these are mom communities online)

• Moms are concerned about nutrition 
• health and wellness and food and extended family rank high on what’s being talked about
• school lunches raise health and cost concerns

Practicalities for marketers:

• you can tap buzz throughout the product cycle from perception and awareness to launch and to determining key loyalty drivers and customer satisfaction
• get consumer insights
• search engine optimization
• new product launch tracking- how effective are your communications and can mommy buzz be a barometer or tracking device for mar comms
• media negotiation
• message optimization
• influencer management
• website, blog CRM optimization
• organizational change/ motivating management (hmmm maybe I did learn something for work today!)

Listening-centered marketing:

• consumer-generated media
• call centers are now profit centers
• advocacy is everything
• conversations are fluid
• customer advocacy is everything!!!

Ok, break time now…