fattoremamma profile 07-2015
TRANSCRIPT
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Connect with the true decision-makers
FattoreMamma and digital mums Connect with the true decision-makers
07-2015
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Connect with the true decision-makers
Context FattoreMamma
Our Network
Our events
Our offer
Our clients
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o They spend more than 3.5 hours a day on the Internet
o 88% have a smartphone, 53% a tablet, 86% a PC
o Internet is the best means of finding information for shopping for 74% of mums (against 41% women and 50% total)
o They have a more pronounced multichannel outlook than other women: 48% Open Minded mums, 30% Reloaded mums
o No longer Gate-Keeper mums but Game-Changer, they change the rules of the game
Sources: Nielsen-Connexia Multichannel Observatory 2011; Nielsen Digital Family Research 2012 - McCann Research The Truth about smart moms 2012;
FtatoreMamma – GNResearch 2015
CONTEXT Mums are digital
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In all advanced countries, women and mums in particular are the driving force in the use of social media, particularly dominant within image-based channels
Mums like to read other mums' opinions, much more than other target segments.
Mums promote the brands they like much more effectively than the media.
CONTEXT Mums, social media protagonists
Sources: = Osservatorio Multicanalità - Osservatorio Mamme
I LIKE READING OTHER CONSUMERS' OPINIONS ON PRODUCTS OR SERVICES THAT INTEREST ME, ON BLOGS, FORUMS OR ONLINE COMMUNITIES.
Mums 0-6
Women
All respondents
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Blogger mums are mums who – through their channels on the Net, their passion and their creativity – talk every month with hundreds of thousands of other mums just like them.
They represent the most advanced version of digital mums and run web channels that, for the traffic they generate, can often compete with specialist sites from the leading publishers.
They have a relationship of trust with their target audience.
CONTEXT Blogger mums are the new influencers
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Connect with the true decision-makers
Context
Fattoremamma Our Network
Our events
Our offer
Our customers
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FattoreMamma is the first agency specialising in communication and marketing WITH mums. It was founded at the end of 2008 with the experience of Jolanda Restano (passionate about content for children and highly skilled in fostering online connections and relationships) and Paolo Prestinari (digital communications expert). Today FattoreMamma is the market leader and collaborates with a unique team of highly professional mothers and women, using an innovative and highly digital working method.
FATTOREMAMMA Who we are
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A company providing consulting, marketing and communication services for companies targeting mums.
A publisher of websites and apps for families, developing
a wide range of interaction points online and offline.
An advertising broker specialising in the “Mums and family” target audience.
COMMUNICATION AGENCY
ON-LINE PUBLISHER
ADV ONLINE BROKER
FATTOREMAMMA Who we are
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PUBLIC COMPANY
ON-LINE
OFF-LINE
LISTENING
DIALOGUE
ACTIVATION
UNDERSTANDING
WIN-WIN RELATIONSHIP
Connecting means knowing how to listen, understand and have a respectful dialogue, all on a continuous basis. The relationship can create value for both sides: company and mums.
We create communication projects which connect companies and mums and build positive relationships. We collaborate with agencies and companies in different market sectors, bringing our specific expertise and experience with mums as a target audience.
OUR APPROACH The win-win relationship
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FATTOREMAMMA and digital mums
2
31
200
2000
2,5ml
2 times a year we gather together Italian blogger mums who converge on Milan from all over Italy for the Mammacheblog Social Family Day (May) and for Mammacheblog Creativo (November).
FattoreMamma Network brings together the 31 most important blogs by Italian mums, forming an advertising opportunity unique of its kind, among the market leaders in terms of reach.
Each year we collaborate with the 200 blogger mums with the most followers, selected from the more than 1300 members registered with our web aggregator mammacheblog.com and we develop and produce online and offline engagement projects.
With FattoreMamma Active we have 2,000 influencer mums who are particularly active on the Net and whom we involve in our projects through a program dedicated to them.
We reach over 2,5 million mums (single users) a month through mum-generated sites and blogs within our network.
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The mum blogging phenomenon is also very widespread in Italy: in recent years, blogger mums have acquired a role as influencers over a considerable audience. More and more readers follow the posts on their blogs and their channels on main social media, listening to their advice and recommendations, trusting their opinions.
FattoreMamma has established a privileged relationship with blogger mums whom we know, listen to, support and train, involving them in projects specifically created for companies' different communication requirements.
OUR PARTNERS PAR EXCELLENCE Blogger / influencer mums
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Context
Fattoremamma
Our Network Our events
Our offer
Our customers
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A network of vertical sites dedicated to the world of mums and kids:
OUR NETWORK The best mum-generated websites in Italy
31
Websites/blogs
2,5 mln
Monthly unique users
Monthly page-views
8,5 mln
www
In partnership with:
fattoremamma N E T W O R K
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Context
Fattoremamma
Our Network
Our events
Our offer
Our customers
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2011
FM organises the first BarCamp dedicated to Mums 2.0
FM organises a meeting between blogger mums in Italy and USA with Maria Bailey
FM and Hagakure organise the Momcamp in Milan with a record number of visitors
04/2010
05/2009
The great Italian gathering for blogger mums in Milan in spring (2-day event)
The grand gathering/event and showcase for creative blogger mums
Two blogger mums sent to Sanremo talk about the Festival on social media
OUR EVENTS/GATHERINGS Key reference points for blogger mums
PAST
FO
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2014 III edition Since 2012
CU
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nd A
CTI
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FORM
ATS
2015 IV edition Since 2012
2015 IV edition Since 2013
2014 II edition Since 2013
A training course for women who want to be successful on the Web
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The most important gathering for blogger mums in Italy: an open conversation among mums 2.0 to spark and develop ideas and
services for the web
OUR EVENTS/GATHERINGS MammacheBlog Social Family Day
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The gathering for blogger and social mums, inspired by creativity and DIY: workshops, talks, prize for creativity...
OUR EVENTS/GATHERINGS MammacheBlog Creativo
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OUR EVENTS/GATHERINGS Momsweek
A meta-event, a week long and dedicated to mums, which took place in Milan between
8 and 14 May 2015, joining together 73 events
momsweek milano
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OUR EVENTS/GATHERINGS MomKeting
The first Italian conference entirely dedicated to marketing with mums.
A one-day business-to-business conference on the theme of the evolution of direct marketing to a mum-family target audience.
First edition, Milan 14 May 2015
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A journey of female social empowerment, dedicated to all
women who want to develop their talents through the energy of the web.
OUR EVENTS/GATHERINGS Women's Talent
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Connect with the true decision-makers
Context
Fattoremamma
Our Network
Our events
Our offer Our clients
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FOR MUMS AND FAMILIES
Both directly and through the
network of mum-generated
blogs, FattoreMamma provides
the dissemination of information
along with a dialogue among
peers. A form of communication
that mums and families seem to
appreciate more and more,
versus traditional media.
FOR MUMS UNDERTAKING
VENTURES ON THE NET
FattoreMamma invests in the
growth of mums active on the
net and in their projects. We are
their partner, we promote them
and enable their growth
through training. We work
alongside them and grow with
them: that's why we have their
trust.
For companies FattoreMamma
proposes innovative and
impactful communication
formats, maximising all the
engaging opportunities of the
new social media environment,
and aimed at triggering a
relationship with mums through
the web.
FOR COMPANIES
OUR OFFER A winning relationship
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OBJECTIVES to get to know bloggers and establish a positive relationship with them to elicit ideas from the dialogue with influencer mums, indications concerning the company, the brand, the product to gain exposure on the web through sharing on social media and published posts
CHARACTERISTICS OF THE EVENT
activities that allow the company to share their message in an unusual and playful way, half-way between educational and entertainment creation of video and photo materials to attract further attention to the event online defining a #hashtag for sharing on social networks.
FattoreMamma holds events with bloggers that combine a more “formal" offering alongside elements focused more on play and experience to create a positive
relationship between companies and bloggers.
SERVICES AND FORMATS Events for companies with blogger mums
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FattoreMamma creates and manages communities that bring mums together via a brand to share their experience
and create content
SERVICES AND FORMATS Creation and management of online communities
OBJECTIVES
to communicate with the target of mums/parents using bespoke and relevant language and tone of voice to form a group of mums who want to relate with the company to gain insight into the company, its products or specific themes to create user generated content for sharing through company channels (e.g. product reviews)
COMMUNITY CHARACTERISTICS
a virtual space where mums can share their ideas and enter into a dialogue with the company, alongside "public" content to reach a wider target appreciable rewards for mums (products to test, exclusive previews...) online surveys to gain insight on interesting themes potential face to face meetings to further strengthen the relationship
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OBJECTIVES to create online exposure through posts written by blogger mums to incentivise readers for comments/involvement to create original content for company blogs/sites/social channels
CHARACTERISTICS
the bloggers write original posts dedicated to the service/product on their own blogs and launch them on social media as well as on their own sites, bloggers create content/product reviews for the client site or ad hoc landing page a hashtag is created and communication on social media is encouraged
FattoreMamma involves blogger mums so they can become first person ambassadors of a project/product
SERVICES AND FORMATS Ambassador Mums
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FattoreMamma selects bloggers suited to the proposed message
each blogger writes the post in her own personal way, and in keeping with the editorial style of her blog. In this way, the article is integrated into the site and followed by her readers just like the other non-sponsored articles
the post bears the #hashtag of the theme so it can easily be identified by tracking and searching
at the end of the post there is a graphic banner and a text element identifying the sponsorship and referring to the sponsor's site
at the end of the project, a storify is created with all the contributions published
MeMe is a format created by FattoreMamma in order to communicate advertising messages effectively, but also in a
way that is not invasive and fully respects the blogger's editorial choices.
SERVICES AND FORMATS Inspired Sponsored Post - MeMe
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Facebook pages are an interesting channel for creating and nurturing a relationship with mums
SERVICES AND FORMATS Management of social channels
PREPARATION OF AN EDITORIAL PLAN researching themes and planning post frequency identifying and creating content creating processes (supply, response, escalation)
ONGOING EDITORIAL SUPPORT ongoing management and publication based on the frequency established in the editorial plan creation and management of fb ads campaigns
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techinical definition and ideation of prizes: technical conception and search for potential partners/suppliers for the prizes
creativity and graphic artwork: creation of ad hoc graphics, in line with the company image and the product to be promoted
hosting and advertising: hosting the pages on a dedicated server, creation of a database with participants' details
managing all the competition requirements: management of all the practicalities for requesting ministry authorisation (in collaboration with a specialised partner)
supervising and putting contributions online supervising the moderating and publishing of content
promotion and engagement of the target
FattoreMamma holds on-line competitions specifically planned for the mums target audience, dealing with all phases from
conception to realisation.
SERVICES AND FORMATS Online competitions
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FattoreMamma holds product tests involving mums interested in giving reviews on their blog
SERVICES AND FORMATS Product tests with blogger mums
OBJECTIVES posts on blogs and social networks with product reviews
effective mum-to-mum communication
reviews by influencers who write original posts in keeping with their own style and their own editorial approach
TEST CHARACTERISTICS FattoreMamma selects a panel of tester mums to whom the product is sent the bloggers test the product and publish a post about their experience using it an online questionnaire is also provided, to obtain insight about the product
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The RECOMMENDED BY MUMS Sticker is a quality certification, issued by FattoreMamma to products or services that have been tested by a group of at least 100 mums, of whom more than 70% have declared that they are willing to "recommend the product to another mum".
SERVICES AND FORMATS “Recommended by mums” Sticker
FattoreMamma selects 120 mums (to have at least 100 respondents)
The mums receive the product at home (or a good discount to use
on a service) and they test it
The mums fill in an online questionnaire
If at least 70% of the mums confirm that they "would recommend the
product to another mum", the sticker is
assigned
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FattoreMamma creates blogs with mum-oriented content for companies that want to acess, alongside their traditional
communication activity, new channels that are closer to users
SERVICES AND FORMATS Company blogs
OBJECTIVES to publish "hot" and permanently up to date content to enrich the official site with a communication channel more open to dialogue to use the point of view of mum editors to create empathy with the target
CHARACTERISTICS Among the best bloggers, FattoreMamma selects the mum editors who create the content an editorial plan is defined and the key topics are agreed on the editors also deal with publishing and constantly updating the blog, including the moderation of comments and replies to users in accordance with company directives
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FattoreMamma collaborates with companies and agencies to develop and manage ad hoc structured projects or provide
support for existing projects.
We deal with all the stages of the project (from strategy to implementation) or collaborate in the realisation of pre-existing
projects, working in synergy with other agencies or media.
SERVICES AND FORMATS Special projects
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Connect with the true decision-makers
Context
FattoreMamma
Our Network
Our events
Our offer
Our Clients
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SOME OF OUR CLIENTS
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FattoreMamma www.fattoremamma.com
Via Guercino 9 20154 Milano Tel.: 02.314639 Fax: 02.91390995
E-mail: [email protected] Parte del team FattoreMamma al Mammacheblog 2015