Commentary

Making Real-Time Connections: Moms Are Wired Differently

by Stephanie Piche , August 26, 2009

As evidenced throughout history, women have been very influential in shaping civilization. In 10,000 BC, they were the first food gathers and initiated agriculture, a/k/a grocery shopping. They've used their empathizing and mentalistic skills to anticipate and understand the needs of others, while using their socializing skills to integrate with neighboring clans for marriage, and making friends and allies by connecting through story telling, a/k/a word-of-mouth.

Harvard professor and historian Laurel Thatcher Ulrich chronicled the role of women in the household and how it affected the local market economy back in the 1700s in her book, A Midwife's Tale: The life of Martha Ballard based on her diary, 1785 - 1812, for which she received the Pulitzer Prize.

It's no surprise that moms control over 85% of the household income, which, according to some research, is valued at $3.1 trillion in annual spending. Compared to our current national debt of $11.7 trillion, that's a staggering amount of power.

Women as a whole are a powerful entity in our society. Sometimes, people forget this, including women themselves.

Throughout history, women have been taking on more tasks at home, school and work while looking for ways to multi-task more efficiently and stay connected.

One growing trend for moms is socializing online. Through the use of social media sites, blogging, and text messaging (mobile and Twitter), women are making more connections. With that said, more moms are going beyond Twitter connections for real-time socializing to using media such as streaming video.

Earlier this year, for the first National Moms Nite Out event, created by Maria Bailey of BlueSuitMom.com and attended by thousands of women across the country off- and online, MomTV.com launched with several "live" streaming video parties from Los Angeles to New York, including a mom makeover with Audrey McClelland of MomGenerations.com and the first "live" streaming video show on saving money with Shynea from the PennyPinchingDiva.com blog. Since May, the demand for more "live" mom-themed streaming shows on the site has grown to over 50 weekly hour-long shows where the host can connect with viewers in real-time via text and video chat.

Last November, comScore found that over 75% of Internet users watch video online, and Brian Pickens of Ipsos Media recently said, "The digital video revolution is no longer centered on short clips via YouTube." His firm also attributes the uptick to the growth of video streaming web sites.

Looking towards the future, conferences like Digital Hollywood, which covers broadband, TV, movies, gaming, advertising, and social media, offer tracks on streaming video and tying in brands that are looking to create that next great user experience for today's consumer.

Are we already there?

It will be interesting to watch as this trend starts to build more momentum in the coming months; a Pew Internet survey earlier this year showed 62% watched video while 46% used a social networking site.

Have moms pushed the envelope in tackling live video chat while using other streaming tools like TinyChat, Snazl, Skype and Logitech Vid? Which brands will join this revolution and engage in real-time video chat with moms as they continue to grow in numbers using these tools to make connections?

moms, video

5 comments about "Making Real-Time Connections: Moms Are Wired Differently ".

Check to receive email when comments are posted.

Geof Todd from NDS Ltd, August 26, 2009 at 12:55 p.m.
Dear Stephanie,
You use an interesting reference in your piece - word of mouth. Isn't the social networking phenomenon 'word of mouse'? I know it sounds cheezy, but I'd go so far as to extend the acronym to 'WOMAN' = word of mouse advanced networking (something that women are really good at). I believe this to be a serious description of what we are experiencing with all the peer to peer success that the Facebooks of this world are enjoying.
Regards - Geof Todd, GOTodd@aol.com
Reply

Christopher Laurance from Distraction Marketing, August 26, 2009 at 2:50 p.m.

Certainly awareness of woman in the world is valuable.

I'd like to see insights into "credibility" and "validity". Sadly, the social networking sites are no better than the poster, so a bad post with incorrect information can also be bad WOM.

I daily remind my wife that 57% of the current students in college are women and that they make up over 51% of the world's population, so they should assume the leaders that they are and lead!!!!!

Stephanie Piche from Mingle Media TV, August 26, 2009 at 3:12 p.m.

Hi Geof, yes, I agree with your adaption of WOMAN! Should have consulted you prior to this article! Cheers! Stephanie

Ted Rubin from The Rubin Organization / Return on Relationship, August 26, 2009 at 3:35 p.m.

This is what I have learned form my association with this group and from women like Stephanie and MomTV...

Moms pride themselves on being savvy consumers who can sniff out a poseur brand. Brands need to be the conduit for information to moms from other moms and from experts, but be wary of star power... celebrities don’t cut it. Marketers that have a mom’s trust have worked to earn it, by making good products, offering relevant advice and engaging those moms. All peers have influence to some degree... especially when marketing to women so the more you understand the relate to the community the better off the brand. If you market to women recognize and benefit from the value women place on authenticity. Women are busy with multiple responsibilities so keep your site's navigation intuitive and simple, and keep your message clear and concise.

The bottom line: Brand marketing (especially to women) in a social media world... it's about relevance, transparency and authenticity.

MomTV... keep up the great work!

Ameeda Chowdhury from SnazL.com, August 26, 2009 at 5:07 p.m.

Dear Stephanie,
Thanks for the shoutout to SnazL. Women are the most natural and powerful word-of-mouth (or word-of-mouse) marketers. A lot of the women on SnazL, where they are viewing and sharing video in sync and in real-time while chatting and interacting, treat the SnazL as their virtual living room or party where they invite their friends to hang out. The ability to watch rich media together creates a sense of shared experience. As you pointed out, though, marketers should take note that these women are also, during the course of their casual conversations, discussing different brands. Savvy marketers beware that casual conversations and brand discussions often go hand in hand for this market.