Marketing with Paths to delighting and engaging today's moms

1. Marketing with • Paths to delighting and engaging today's moms Laura Fortner EVP, Marketing & Insights CafeMom

2. CafeMom Knows Moms • Leading destination for Moms on the Web with over • 7MM UVs/mo, 20MM+ across CafeMom Network • Top community, content • and gaming site • 70,000 + groups • 3MM pieces of original content • posted each month • Gaming platform featuring original • games and licensed library of titles • We listen to moms every day, know what moms are talking about, and what experiences they are sharing.

3. CafeMom Knows Moms Primary research studies… • 2009 DIGITAL MOM STUDY explored moms’ online behavior and the evolving advertising landscape: • Connecting with digital moms through emerging technologies • The role social media plays in moms’ lives • How to engage with moms in new environments • 2010-2011 MOMINDEX measures the quality of moms' lives across five major dimensions • Quarterly perspectives • Partnership with Good Morning America MomIndex 1 Summer 2010 MomIndex 2 Fall 2010 Click to learn more about the MomIndex MomIndex 3 - Winter 2011 3

4. Understand Moms Mom Quality of Life Index - Overview • Mom Quality of Life Index (MomIndex) is • quarterly barometer measuring moms’ quality of life • Overall score out of 100 and five scores in: • kids, relationships, self, money, world • Based on mom responses • to over 100 questions • Fourth quarterly national survey fielded • March 9-25, 2011, over 2200 respondents

5. Today’s Moms – New Environment A shift in mom trust means brands have go beyond traditional advertising approaches to win in the new environment Just 7% of moms say they trust advertising messages from corporations 81% of moms say they trust friends and other moms like them for recommendations How can brands win with moms in a new environment? 1 2 3 Understand Moms and their Challenges Add Value to Moms’ Lives Get Moms to Spread Your Message • Source: MomIndex, 2011

6. MomIndex4 - Kids • Raising kids is the aspect of moms’ lives going best • 95% say their kids are growing up with the right values • 86% have enough quality time with their kids • 87% able to maintain good discipline • New challenge for tween and teen moms – managing their mobile and socially networked kids • 81% taking measures to monitor child’s cell phone use • 93% taking measures to control child’s social network use 1

7. MomIndex4 - Relationships • Relationships are still strong, though moms are short on time with their Significant Others, as well as with their friends • 44% not satisfied with quality time with S.O. • average 4.4 hours/week – 38 min/day • Top relationship goal for the coming year: • spend more quality time with S.O. • 63% not satisfied with the time they spend • connecting with their friends • average 3.1 hours/week – 27 min/day 1

8. MomIndex4 - Self • As summer approaches, just 31% of moms are • happy with their appearance. • Weight loss remains a challenge for most moms • 89% looking to lose weight • Average weight loss goal of 21 lbs • 51% of moms agree “my life is filled with stress and anxiety” • growing number of stressed moms since first MomIndex • 2 out of 3 moms not satisfied with the amount of “me time” • Average 2.1 hours/week – 18 minutes a day! 1

9. MomIndex4 - Money • The Economy continues to be moms’ greatest worry • 28% of households dealing with job loss in past year • 46% say can’t provide for their families in the way they want • 93% taking money saving measures 1 47% of Moms cutting back spending on media

10. MomIndex4 – Larger World • Moms’ world view continues a downward trend this quarter, just 16% of moms feel America is headed in the right direction • Moms don’t feel positively about Washington and politicians • 61% say Washington doesn’t understand problems of moms like me • 32% think President Obama is doing a good job • 26% believe US will be world superpower in 50 yrs • Moms distrust corporations • 11% trust corporations to do the right thing • 7% trust messages companies include in advertising • 81% of moms trust friends and other • moms like them for shopping and • product recommendations 1

11. MomIndex Score • Our third Mom Quality of Life Index score was 75.0 1

12. Add Value to Moms’ Lives Given what we now know about moms’ key challenges, how can brands add value to moms’ lives and impact overall life satisfaction?

13. Add Value to Moms’ Lives Factors Impacting Mom Satisfaction • A closer analysis of the most satisfied moms surfaces key lessons and themes on quality of life: • Demographics / income is not destiny • Happiness with kids is NECESSARY but NOT SUFFICIENT for high quality of life score 2 13

14. Add Value to Moms’ Lives The MainDrivers of Happiness for Moms CONNECTIONS strong relationships with friends & others outside of the home CONTROL the ‘master of their fate’-at home & everywhere else the path to happiness SELF EXPRESSION participate in activities, feel challenged, express talents 2 14

15. Brands Improving Moms’ Lives: Connections • Goal: Enable moms to make connections and strengthen relationships • How? Provide platforms that allow them to find friends and connect to other moms like them and opportunities to meet others through online and offline activities 2

16. Brands Improving Moms’ Lives: Connections Marketer implication - support programs that: 1. Enable Moms to make connections and strengthen relationships Sponsored Communities can bring moms together on topics relevant to them 2

17. Brands Improving Moms’ Lives: Control • Goal: Help moms gain greater control on issues close to them • How? Provide relevant content and tools 2

18. Brands Improving Moms’ Lives: Control Marketer implication - support programs that: 2. Help Moms gain greater control on issues close to them by providing relevant content Sponsored Real Mom Tips and expert content provide real value to moms 2

19. Brands Improving Moms’ Lives: Self Expression • Goal: Allow moms to explore interests, use talents, be recognized • How? Provide experiences for moms to express themselves and feel challenged and engaged 2

20. Brands Improving Moms’ Lives: Self Expression Marketer implication - support programs that: 3. Provide experiences for moms to express themselves and feel challenged & engaged Sponsored experiences can empower moms to make a difference for causes they care about 2

21. Moms’ customer loyalty • 62% of moms say would buy more from company adding value to her life beyond the typical product/service provided • Happier moms are more influential: Brands Improving Moms’ Lives: Benefits / Dividends

22. Get Moms to Spread the Word Engage Moms as Co-Creators • Given the right opportunities to have influence and impact on corporations, Moms are willing to participate and be co-creators with brands they like: • 87% of moms would provide feedback that would make products better for moms like her. • 82% of moms would provide feedback on what is said in advertising and marketing messages. • 78% would spread the word about brands if given the opportunity to be a Brand Ambassador. 3

23. Winning with Moms How can brands win with today’s moms? Understand Moms and their Challenges • Add Value to • Moms’ Lives • Connections • Control • Self Expression 1 2 3 Get Moms to Spread Your Message

24. Follow MomIndex to Keep a Pulse on Moms • Download PDFs of MomIndex reports at www.cafemomindex.com or pick up print copies at iMoms • Like us www.facebook.com/momindex • Follow us www.twitter.com/cafemomindex • Stay tuned for our MomIndex4 book out in June, 2011 Laura Fortner EVP, Marketing & Insights CafeMom laura@cafemom.com