Wired for SharingSocial Moms Study

Methodology

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One of the largest studies examining the online activities of moms.

ShareThis identified 200,000 moms aged between 25 - 54, with children in the

household, married, separated or single. While brands have long understood

that moms are connected and influential, this research explores the intricacies

of how moms are sharing online, what social channels they are using the most,

and how much influence they have when sharing content with others.

We examined their online behavior across the 2.4mm sites in the ShareThis

network over a one-month period, analyzing over 1mm social signals. Finally we

benchmarked their behavior against the general population averaged from the

200mm users in our network.

Just how social are moms?

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Moms are 3x more social than the average user.

We found that 30% of the moms in our segment shared

content during the 30 day monitoring period, compared to

the network average of 10%Somebody compliments

my husband and he says,

‘thanks”. If the same

thing happens to me,

there’s a half an hour

conversation about where

I got the shoes and how I

did my hair.

““

- Jill Smokler

“Scary Mommy”

What do moms share?

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Moms are most likely to share content about parenting, followed by movies & TV. Together these comprise 1/3 of all shares by moms.

$

18%

15%

10%

6% 6% 6% 6%4% 4%

3% 3% 3% 3% 3%2% 2% 2% 2% 2%

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How does their sharing differ from their browsing?

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While nearly 20% of their shares are about parenting, it is only 9% of consumption. By contrast, online games represent nearly 10% of all content consumption but only 5% of sharing.

$

22%

10%9%

8%

6% 6%5% 5% 4% 4%

3% 3% 3%2% 2% 2% 2%

1% 1%

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For this analysis, we calculated where the biggest differences lay between moms’ sharing and the general population.

Percent difference in sharing volume (moms vs. general population)

Where do moms differ from the general population?

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%SCIENCE PETS HEALTHEDUCATION PARENTING FOOD & DRINKCLOTHING

MOMS

GENERAL POPULATION

BEAUTYMUSIC

388%LIFT

JEWELRY

338%LIFT

336%LIFT

314%LIFT

304% LIFT

287% LIFT

286% LIFT

274% LIFT

242% LIFT

226% LIFT

Where do they share?

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FACEBOOK PINTEREST TWITTER EMAIL STUMBLE UPON REDDIT BLOGGER TUMBLR

GENERAL

56% 12% 10% 7% 5% 4% 3% 3%

MOMS

34% 29% 6% 7% 14% 4% 5% 1%

For moms, Pinterest is like a snapshot of the perfect life, and

it’s very easy to get lost for hours looking at all the beautiful

pictures.“ “

- Jill Smokler

“Scary Mommy”

How influential are they?

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Moms are 8.22% more influential than the general population.

Moms generate 9.5 clicks per piece of shared content.

Compared to the population average of 8.75, this

means moms are 8.22% more influential than the

average user.

Moms value fellow mothers’ opinions more than those of other people because

they can relate to them more. When I find something I love, I share it, when I

find something I hate, I share it. Just like in everyday life.“ “

- Jill Smokler“Scary Mommy”

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Moms are most likely to share content at 3pm, after lunch, before the kids get home from school -- in contrast to 8pm which is the most active time for the general population.

When do they share?

12 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11

HOURS OF THE DAY

Moms General Population

MI

AR

IA

IN

ID

ME

MO

OR

UT

SD

ND

KS

IL

NY

VT

RI

DC

MA

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This chart is calculated by dividing on the total volume of shares from that State by its population, to give us a “sharing rate” by State.

Which States have the most social moms?Moms in East Coast and Mid-West States are more likely to share content than their fellow moms on the West Coast.

Moms General Population

Parents are passionate about being parents and so it’s natural

they want to share this with everybody they know.“

“

- Jill Smokler“Scary Mommy”

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What does this mean for marketers?Moms are highly active on social networks and are heavy sharers so a social strategy is key to connect with modern moms.

• Moms are influential, so messaging these users can create significant pass-along (word of

mouth) value.

• Parenting and entertainment content are two of the most shared types of content by

moms and so creating experiences around these areas will generate more engagement.

• Moms are disproportionately high users of Pinterest – use social channels efficiently and go

beyond Facebook and Twitter to engage moms where they are sharing content.

• The best time to reach moms through social media is around 3pm, after lunch, before

school is out.

• Moms in the East Coast and Central regions are more likely to share content than West

Coast moms.

“ Everyday, we see more and more leading brands explore new ways to both identify and engage in-fluential women online,” said Megan Calhoun, founder and CEO of SocialMoms.com, a network that helps connect brands to its network 45,000 influential social media personalities and bloggers. “The strategy may be proven, but the key to success still revolves around authentic and engaging content that begs to be shared and earns its way into conversation.

“

About ShareThis

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ShareThis powers the social web, touching the lives of 95 percent of U.S. Internet users

across more than two million publisher sites and 120+ social media channels. It makes

content more engaging for publishers and marketing more effective for brands by

tapping into the purest expression of interest-based social activity. ShareThis is the

company for those wanting to make the world more connected, trusted and valuable

through sharing. Based in Palo Alto, CA, the company is privately held.

Contact Information:

ShareThis

646-396-6977

marketing@sharethis.com

www.sharethis.com | Twitter: @ShareThis | ShareThis Facebook | ShareThis Blog

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About DigitasLBi

DigitasLBi, the leading, “most complete” global digital agency network, partners with some of the foremost marketers and brands in the world. Also a top ten global agency, DigitasLBi comprises of 5,700 best-in-class digital and technology experts in 25 countries around the world.

In 2012, Digitas and LBi received a combined total of over 200 awards globally including two Cannes Lions Grand Prix’s and SXSW People’s Choice Award. Digitas was also recently named OMMA Agency of the Year 2012 and LBi UK Digital Agency of the Year 2012 by Mar-keting magazine. Digitas USA operates the brand content platform, The Third Act: producers of first and most well renowned event on digital content, The NewFront.

With sister agencies Starcom MediaVest Group, ZenithOptimedia, Denuo and Razorfish, Digi-tasLBi is a member of Publicis Groupe. Publicis Groupe [listed on the Euronext Paris Exchange - FR0000130577 - and part of the CAC 40 index] is the world’s third largest communications group. With activities spanning 104 countries on five continents, Publicis Groupe offers local and international clients a complete range of advertising services. Web site: www.publicis-groupe.com

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