How are moms using Twitter?

Earlier this month, Child’s Play Communications asked that question of our Social Savvy research panel, comprising moms active in the social media space.  We are announcing the results here. The responses, from 317 moms, provide a clear indication of what moms like about Twitter and when and how they prefer to use it. Marketers trying to reach moms via Twitter may want to consider these key findings:

• Moms tweet a lot. The highest percentage — 36.3% of moms — report tweeting 10-20 times a day.
• Midday means more conversation. Most moms indicate that the hours from noon-3 are the most popular for both tweeting (30.5%) and reading others’ tweets (24.8%). 
• Information is queen.  The No. 1 reason most moms tweet (43.2%) is to share information about products for kids and other moms – a fact that should be of considerable interest to companies and agencies alike. This is followed most closely by moms’ wish to interact with other moms (21.8%). The response shifts just slightly when moms are asked why they read other people’s tweets:  While 63.0% do so to get information about products for themselves and their kids, more – 67.5% — read tweets to interact with other moms.
• Moms want to see you tweeting. Asked how they decide whom to follow on Twitter, the vast majority – 78.2% — said they follow companies that interest them. Furthermore, 95.7% of moms who follow those companies do so to find out about new products, discounts and coupons.
• Tweets drive sales. The best news for those marketing to moms is that 73.1% of moms indicate that they actually purchased a product as a result of another mom’s Twitter recommendation.

 Other research questions looked at the types of products purchased following a Twitter recommendation, the popularity of Twitter parties and their impact on purchasing, what moms think of sponsored tweets, and moms’ specific Twitter experiences, positive and negative.

The conclusion: Today’s moms look to Twitter for information in a major way, and smart companies will use the space to reach this important demographic effectively.

Moms, do you agree with the results of the survey? Marketers, what has been your experience reaching moms through Twitter?

Fifty six percent of these conversationalists are women, with household incomes slightly above average, and they are more likely to have a college degree than the average consumer. In terms of age, the breakdown for conversationalists, accorindg to Forrester, is as follows:

• 18-19: 36%
• 30-43: 37%
• 44-53: 14%
• 54-64: 9%
• 65 and older: 4%

Also, only about 17% of adults online DON’T participate in social media, and 59% of online consumers participate in social networks about once a month.

Readers, are you conversationalists? How much time do you spend on social networks? Why? And would you rather spend more, or less?

Full disclosure: Goddard Systems, the leading child care franchise in the U.S., is a client here at Child’s Play Communications. I thought I’d share some social media activities we’ve recently implemented for the company, as a way of offering suggestions to marketers on how to reach out to moms in the blogosphere and beyond.

In the last few months alone, we’ve launched Goddard’s corporate blog, initiated its Twitter account (@GoddardSchools), connected with mom bloggers to announce special events, provided helpful information to moms on how they can implement educational themes at home, devised ways that Goddard can connect with those moms in person, even sponsored a blogger to attend BlogHer, the leading blogging conference for women, taking place in Chicago later this month. We’ve also developed a social media policy for the company.

Moms, we welcome you to visit the Goddard blog or follow their director of education on Twitter, where you’ll find a broad variety of helpful child-raising tips as well as Goddard news. Marketers, if you want to reach moms, consider some of the activities above. If you need assistance strategizing a plan or taking the first steps, we’d be happy to help you.

It seems that in the past month or so alone – with headlines about The Real Shaq, Jon Stewart’s Comedy Central critique, addicted-to-it admissions by major news anchors, and especially, Oprah’s April 17 segment on the subject – the entire world has discovered Twitter.

For those of you who have been focusing on less pressing matters – say, the economy — Twitter is a microblog through which people communicate within a maximum of 140 characters. The real-time result, as others have suggested, is much like a large cocktail party with many unrelated conversations occurring at the same time. Twitter can be perplexing, disorienting, even overwhelming.

In comparison to social networks such as Facebook, with its 200 million active users, Twitter is a social neophyte, with 14 million users (pre Oprah), according to Compete.com. What makes Twitter newsworthy, however, is that this figure indicates a significant spike – an increase of 76.8% in the past month alone.

Is Twitter a great way to market to moms?

The jury is still out — but the possibilities are intriguing. Moms are certainly tweeting in droves. Of the core group of 100 or so mom bloggers we work with on an ongoing basis, for example, roughly 80% have Twitter accounts. The Twitter format itself – short bursts – may particularly appeal to busy moms, as a way to stay in touch between myriad parenting tasks. The influential TwitterMoms network includes numerous subcategories for different areas of interest, from “Online Marketing Moms” to “Twitter Newbies.” March saw the launch of independent microblogging variations on Twitter, designed to appeal directly to moms.

Moms who tweet comment on everything from potty training to politics. Granted, there are numerous posts along the lines of, “What shall I make for lunch?” and “Just dropped Jimmy off at practice.” Earlier this month, there was much lively debate on a TV segment on “the secret life of moms” as well as a major fundraising effort for a mom in need. Though clearly not a direct opportunity for marketers, these activities offer insight into a mom’s world. More relevant to corporations, there is also a great deal of news and knowledge shared, mom to mom, about product giveaways, coupon offers, special events, and more. Many of the conversations that started online have evolved to off-line – the “meet ups” or in-person meetings originated by bloggers have evolved into “tweet ups” for Twitter fans.

Small and large businesses alike have tiptoed into Twitter waters in an effort to reach moms. Graco and Johnson & Johnson have a presence, as do Nickelodeon and Disney, among others. Companies such as Whole Foods, Starbucks, Zappos and JetBlue use Twitter to target a broader audience.

For those marketing in Twitter space for the first time, there is a distinct learning curve. Some basic lessons:

• Identify your objectives carefully. What do you want to achieve through a Twitter presence? Create visibility? Improve your customer service? Move a particular product? Develop greater awareness of an online or offline promotion?

• Allocate the time to do it right. For a channel known for its word limit, Twitter can be incredibly time consuming if you want to convey a specific marketing message effectively. For originating posts and reading and responding to others, expect to devote one-two full hours a day.

• Pursue followers aggressively, but selectively. Full disclosure: This is counter to traditional thinking. Many Twitter experts will tell you that the best way to establish expertise and relationships is to generate a massive following — by following the masses, who in return will most likely follow you. But what if your real audience is a lot more specific than broad? If you’re reaching foreign real estate brokers and your target is American moms of young children, what is the point, aside from big-number bragging rights? And, realistically, how can you possibly read and interact with – which is the whole point — posts from a huge list?

• Make a contribution. Don’t become one of those companies whose updates consist of constant repetition of the same message, “Here’s my product.” Share value: answer questions, address concerns, provide unique opportunities and interesting updates on activities at your company, but also volunteer helpful information on relevant subjects. For example, if you’re promoting a family travel destination, post links to third-party tips for traveling with kids.

Despite the fact that it’s been around for three years, Twitter is only now really taking off when it comes to corporate involvement. Readers, what have your experiences been with Twitter? Marketers, what have you done that’s effective? Moms, what should companies on Twitter do to make themselves more appealing?

To comment, please visit Engage: Moms.

There seems to be a social network for everything these days, especially when it comes to moms. With Facebook, Twitter, Café Mom and more, online connections are just a keystroke away.  

What if parents want to move beyond cyberspace? Across the country there are local clubs and groups sprouting everywhere. Whether it’s to network, socialize or make new friends, these groups are providing a way to connect.

Raising a little one is hard enough and searching out the perfect group can be time consuming. We recently stumbled upon the web site www.monstersandmonkeys.com, which is essentially a match-making service that connects parents with other like-minded parents. Whether you are a mom-to-be looking to meet other soon-to-be moms or a current parent in search of some friendship, the site boasts that it will do all the research and fact-finding for you.

As the popularity of social media continues to grow, it’s also good to see real social circles expand as well. For the moms among our readers: Would you ever take advantage of a parental matchmaking service? Do you find it difficult to meet other moms in the real world?