Skip to main content

Cause Marketing to Moms? Engage Them Via Social Media.

If moms are the market for your cause marketing a new study shows that social media may be the way to their hearts.

The study, called ‘Social Media Moms’ finds them more engaged in social media than other woman, more likely to own a smart phone and a tablet, more frequent visitors to Facebook and LinkGoogle+, and more likely to read a company post in their newsfeed.

The sample size for the phone-based study was nearly 3,000 women. It was sponsored by Performics and conducted in December 2011 by ROIResearch.

There were numerous other findings, which I think make this well worth your time to review in its entirety. But I’ll concentrate just on the corporate questions. Namely the questions that address how moms think and wish to engage with companies and brands.
  • “Believe that consumers can influence companies by voicing opinions on social networks: 63% (vs. 56% for non-moms)”
  • “Desire more frequent communications with brands via Facebook 38% (vs. 28%) want to receive communications more than once a week.”
  • “Say social network based communications from companies/brands are replacing other communication channels 56% (vs. 45%).”
Moms are more likely read a company/brand’s post in their newsfeed (52% vs. 37%).

They’re more likely to read a company/brand’s Facebook page (43% vs. 30%).

And, importantly, they’re more likely to have made a purchase based on the recommendation on a social networking site (42% vs. 29%). And they’re more likely to purchase from a company/brand that they’ve ‘liked’ (44% vs. 32%).

A good deal of cause marketing targets moms. This valuable survey tells us that a very likely place to engage with and even sell to them is via social media.

Comments

Popular posts from this blog

Three Ways to Be Charitable

I’ve spent a big chunk of my career working with or for charities. Many of my dearest and ablest friends are in the charity ‘space.’ And the creativity and problem-solving coming out of the nonprofit sector has never been greater.  Although I’ve had numerous nonprofit clients over the last decade or so, I haven’t worked in a charity for about 12 years now, which gives me a certain distance. Distance lends perspective and consequently, I get a lot of people asking me which charities I recommend for donations of money or time. My usual answer is, “it depends.” “On what?” they respond. “On what you want from your charitable activities,” I reply. It sounds like a weaselly consultant kind of an answer, but bear with me for a moment. The English word charity comes from the Latin word caritas and means “from the heart,” implying a voluntary act. Caritas is the same root word for cherish. The Jews come at charity from a different direction. The Hebrew word that is usually rendered as charity is t…

Top Eight Cause-Related Marketing Campaigns of 2007

Yeah, You Read it Right. It's a Top 8 List.

More cause-related marketing campaigns are unveiled every day across the world than I review in a year at the cause-related marketing blog. And, frankly, I don’t see very many campaigns from outside North America. So I won’t pretend that my annual list of the top cause-related marketing campaigns is exhaustive.

But, like any other self-respecting blogger, I won’t let my superficial purview stop me from drawing my own tortured conclusions!

So… cue the drumroll (and the dismissive snickers)… without further ado, here is my list of the eight best cause-related marketing campaigns of 2007.

My list of the worst cause-related marketing campaigns of 2007 follows on Thursday.


Chilis and St. Jude Children’s Research Hospital
I was delighted by the scope of Chilis’ campaign for St. Jude Children’s Research Hospital. As you walked in you saw the servers adorned in black co-branded shirts. Other elements included message points on the Chilis beverage coas…

Unconventional Metrics of Cause Marketing Power

The printed edition of Fortune Magazine runs a regular feature called ‘My Metric’ wherein business leaders identify informal but telling measures of current economic activity.

In the January 17, 2011 Michael Glimcher, CEO of Glimcher Realty Trust cited as his metric an increased number of black cars on the streets of New York City as a sign of the U.S. economy’s (still pending?) resurgence.

That got me thinking, what unconventional metrics evidence the power of certain cause marketing efforts?

One immediately leapt to mind, although only General Mills, which makes Yoplait yogurt in the U.S., can measure it.

The Yoplait lid at left... which I purchased in December 2010... can NOT be redeemed for a $0.10 donation to Susan G. Komen for the Cure. Instead it promotes Yoplait’s sponsorship of Komen’s Race for the Cure events, which are numerous.

But I’d bet you a six-pack of Yoplait Greek Honey Vanilla that people nonetheless still send in some number of the lids above in an attempt to redeem th…