Playgrounds used to be the primary place where mothers traded tips on parenting as their children played in the sandbox.
Moms are more likely now to discuss the “terrible twos” on one of the new social networking Web sites that recently cropped up. These destinations are providing marketers with more sophisticated options beyond typical banner ads and content sponsorships to reach the 32 million online moms, reports eMarketer.
Intriguing trends are emerging about these new “community sites,” which last year drew 70% of all moms online. As visits to parenting and family sites are dropping, moms aggregately account for 13% of MySpace.com’s 48 million visitors. On a more local level, Meetup.com has registered 35,000 stay-at-home moms with its networking service that sets up in-person meetings.
MomJunction.com is using its software to let members swap data and photos easily. That “ripple” technology lays the foundation for a marketing platform that MomJunction.com will launch later this summer.
MomJunction’s 50,000 members join public groups based on their interests. Or they can form invitation-only private groups — extended family, the local PTO or parents of the soccer team. Private groups get their own URL, and members “ripple” data to each other. A soccer mom can import the team calendar into her own calendar, and it’s automatically updated when the coach makes changes on the master calendar.
Each member designates whether an item can be shared, and how far in or outside the group it can go. MomJunction.com can track how widely an item spreads, and through which channels.
“That gets very interesting for marketers, because they can see the reach,” says Rory Murray, senior vice president of business development for MomJunction. “Data people love this because they can see how information flows between public and private groups, and who the connectors are.”
This summer MomJunction will work with a handful of undisclosed brands to test word-of-mouth marketing using its ripple technology. “Ripple is like word-of-mouth on turbo charge. It combines the reach you get from an online bulletin board with the trust you get from a phone conversation,” adds Murray.
Starting next month brands will be able to set up their own groups (public or private) and invite members to join. MomJunction is now talking with some packaged goods brands about such opportunities, Murray says.
A third marketing application kicks off this summer. Marketers can contract for their own branded version of the network. MomJunction keeps those custom-built “white-label” networks wired into its own full network to recruit new members through the brands.
The first custom network, SpiritualParenting.com, was built for author Mimi Doe. A second represents a global non-profit group.
Brands run banner ads or sponsor sections of the site. Buy Buy Baby sponsored MomJunction’s “Are You Expecting?” group, and offered members a $100 discount on a Maclaren stroller.
Synonymous with kids, Disney launched a beta version of its parent networking site Family.com in March, with editorial content on education, food, travel, entertainment and shopping.
Disney will provide technology for members to create public or private groups, and build a “ParentPedia” with members’ input on parenting topics.
“We expect Disney Family.com will take on the feel of a corner coffee shop, a relaxed and inviting atmosphere to enter where any number of relevant conversations are taking place,” says Emily Smith, vice president of development for the site, in a statement. “And, because the community will ultimately decide whether content is relevant, we believe the site will remain on the leading edge in terms of helping parents with information and advice.”
For now, moms can create profiles, comment on articles and blogs and rate the information on the site. Disney plans to add other features (and make the site accessible via mobile phone) by next March.
Last year Club Mom, an eight-year-old site, launched The MomNetwork, letting its 2 million registered users create profiles and network with each other on specific topics. Hasbro and The Home Depot were among the first to field promotions through The MomNetwork. The social networking capability is an extension of the site’s strategy of letting members generate most of the content.
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Case study: The Power of Mom – Achieving Brand Loyalty www.thepromoevent.com
In 2005:
- 32.2 million moms online
- 18.4% of all Internet users
By 2010:
- 36.6 million moms online
- 18.7% of all Internet users
Source: eMarketer
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