q2 2020 sales opportunities...sales opportunities q2 2020 every parent’s lifeline the place to be...
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Sales Opportunities Q2 2020
Every parent’s lifeline The place to be inspired and feel supported every day
We are the UK’s most trusted, brand-safe parenting community. From homeschooling and activities ideas, to recipes, chat and mental health support PLUS our daily online Drop In Clinic and unique
Parent Supporter Service - we know the challenges parents are facing and are here to help.
What weekly budget are you sticking to right
now?
Fractions?! Can someone explain please!
Anyone else feeling anxious?
Chickpeas and tinned tomatoes - what can i make
for tea?
Help! My baby has a rash but I can’t see the GP
What can we watch that
we’ll all enjoy?
Who can I order a buggy from
right now?
Anyone got any good
Easter craft ideas?
Netmums’ daily search report shows what parents want and need RIGHT NOWOur unique content offering - since we launched - means we are well placed to deliver on this: ● Activities inspo● Education help● Recipe ideas● Health info● Money advice● Shopping online● TV and film guides● Mental health help● Live community support
Must-read content for all parents
“This utterly unique time in British history has been termed 'Alone, Together'. Netmums is determined - as always - to make sure no parent feels alone and that every family knows that we're in it together.’
In the last 2 weeks, Annie has appeared as a media spokesperson on families and the coronavirus including:
The ‘go-to’ parenting community
Netmums trusted content = traffic growthAs other sites have suffered traffic losses to news sites, Netmums’ traffic has grown significantly in the past weeks thanks
to our hybrid publishing strategy that combines must-read, family-focused news content, and high ranking, evergreen SEO content: practical ideas and inspiration for family life while schools are closed.
Users +28%
Page Views +93%
New users +31%
Sessions +28%
Pages/session +52%
Bounce rate -8%
Compared: 3rd March - 10th March and 11th March - 18th March
Netmums has unrivalled social power v our competitors with 1.6m followers. March performance demonstrates our social content strategy engages at scale
16m weekly reach in March161% increase Facebook sessions YOY 1650% increase Instagram sessions YOY 6.6m pageviews from Facebook, +38%16k pageviews from Instagram, +886%
New Facebook group launched - Family lockdown ideas, from Netmums
Video content successNetmums video engagement is driven by our unique treatment of humorous, relatable parenting topics e.g. the challenges of potty training, the reality of dealing with a fussy eater, mum comparisons
61m videos views Netmums site 40m videos views Facebook6.6m video viewed Youtube350k video views Instagram
Our content is engaging parents across social media
HOME EDUCATION ACTIVITIES WELLBEING MONEY
WORRIES
SHOPPING ONLINE FAMILY FOOD
FAMILY ENTERTAINMENT
Netmums provides quality content and support for our community on the topics that matter the most
TOP FORUM THREADS MARCH 2020:Ideas for homeschoolingAnyone homeschooling through GCSEs?Homeschooling at reception age
HOME EDUCATION
EDITORIAL OVERVIEW
Homeschooling is now the norm for every family.
Netmums has always had a dedicated homeschooling
board, full of parents who've been doing it for a long time.
We are now both refreshing and creating new daily
content in order to equip parents with useful, practical tips and guides to help those
who are finding being a teacher tough.
OPPORTUNITIES: SCALABLE TO BUDGET
Live-streaming classesDelivering live streamed lessons in maths, english and science lessons (age and stage relevant) via the Netmums YouTube channel. Promotion via Netmums social channels (1.6m followers). Assisting parents in successfully continuing their children's education from home.
At-home learning, native content seriesA series of age and stage relevant native content, working with a key partner to provide at-home learning solutions for each key stage. Opportunity to house partner video within content. Promoted via Netmums social channels and editorial placements.
Key-stage data targeted displayUsing Netmums’ first party data to deliver your message to parents, by age and stage. Opportunity to roadblock and/or target education editorial, key-stage education forum threads for primary or secondary school-aged children.
Solus newsletterIf you are offering parents free or discounted offers, a solus newsletter highlighting your service and support can be sent to 205k Netmums subscribers.
TOP CONTENT PIECES MARCH 2020:Best buys to keep your kids amused at homeTop 100 activities for keeping kids entertained at homeTop educational websites for children
INSIGHT5.2m pageviews on school related content in 2019Home education pageviews are +125% YOY135k pageview vs 60k in 2019
73% more likely to be children of secondary school age25% more likely to be children of primary school age45% more likely to be dads
*GA March 2020
ACTIVITIES
TOP FORUM THREADS MARCH 2020:Playground clapping rhymes from your childhood?Safe email address for kids?What toys or activities for a toddler? We’re bored!
OPPORTUNITIES: SCALABLE TO BUDGETProduct testing & unboxingDriving peer to peer recommendation of your product by recruiting families to test it in their homes. Parents will create UGC video of themselves and their children unboxing/using the product, and feedback on their experiences. If 80% of testers would recommend, the client will receive the “Netmums Recommended” accreditation for use on all product comms and on-pack.
Sponsored discussionFacilitate a conversation with consumers in the Netmums forum, driving conversation about a topic directly related to your product/service. e.g. asking families to share creative ways they are trying to bring science to life at home, or what they’ve been doing to stay busy and have fun. Promoted on the Netmums Facebook page and via editorial links/newsletters. Roadblocked with partner ads.
Native/advertorial contentActivites content that tailored for your product, written by the Netmums editorial team. ‘Things to do at home’ - ‘Fun games for the garden’ - ‘Best books for kids by age.’ Highlighting our partner’s product offering within article page, road-blocked by your ads and promoted via social channels.
Targeted display covering all types of kids activitiesUsing Netmums’ first party data to deliver your message to the parents actively seeking activity ideas. Targeting options available: home activities, video streaming, playtime
TOP CONTENT PIECES MARCH 2020:Quick wins for keeping your kids occupied50 screen-free activities for kidsEasy card games for kids
INSIGHT25% increase pageviews on activities content 2-14 March 5.8m pageviews activities content March 2020
Keeping their children occupied has also been high on the agenda with our users...6x more likely to be interested in toy reviews5x more likely to be an Amazon shopper3x more likely to be interested in Disney content
EDITORIAL OVERVIEW
Netmums’ activities channel is a core part of content strategy
since launch in 2000.
From the top 100 activities to do with kids at home, to the
best educational websites for kids, our activities channel has grown by 300% since schools
closed.
We are creating new daily content to keep up with
audience demand, using our SEO expertise to optimise
content with key search terms.
WELLBEING
TOP FORUM THREADS MARCH 2020:Child has been told to stay at home because of a runny nose12 week isolation- looking for some supportDettol baths?
OPPORTUNITIES: SCALABLE TO BUDGET
Weekly Drop In Clinic and LIVE social guided mindfulness activities A series of support offered to the Netmums audience via our network of experts. Weekly wellbeing clinics will be housed in our forum to offer parents the answers they are searching for. Complemented by scheduled mindfulness and wellbeing sessions on Instagram.
Dedicated wellbeing content series with bespoke videoAn editorial content series on wellbeing featuring EFT and meditation for children and parents. Opportunity for brand product placement, road-block or feed into content. UGC compilation videos (vloggers, eds, real parents) helping both parents and children adapt to life at home. Client sampling, product tests and messaging to be included.
Social competitions and forum threadsParents share their helpful tips on speaking to their children and managing their wellbeing. Brands can be involved in this conversation and help parents in their time of need.
Reach all aspects of wellbeing with targeted display Using Netmums’ first party data to target parents interested in content on: general health, baby health general wellbeing, allergies, mental health.
TOP CONTENT PIECES MARCH 2020:Quick wins for keeping your kids occupied50 screen-free activities for kidsEasy card games for kids
INSIGHT640k threads in ‘Drop-in clinic’ Forum - 9.7m views*1.5m threads in ‘Being a mum’ Forum - 16m views*
Users who viewed education are 300% more likely to be looking at wellbeing content
They are also 71% more likely to have children aged 12+
EDITORIAL OVERVIEW
As the NHS becomes a dedicated coronavirus resource,
parents are anxious about where else to turn for health advice - both for themselves
and their children.
Netmums' heritage means we are uniquely placed to become the 5th emergency service for families. Our team includes our resident GP who informs all our health content, a team of health professionals in our daily Drop
In Clinic, plus our team of Parent Supporters who
provide mental health support in our forum
*GA last 12 months
MONEY WORRIES
TOP FORUM THREADS MARCH 2020:DWPGB FP PaymentEuro car park fine - do you pay?Monthly budget for family of 6?
OPPORTUNITIES: SCALABLE TO BUDGET
Weekly virtual Money Advice Clinic We will offer brands the chance to position themselves as the brand that understands and supports families and can give them trusted money advice. Positioning your brand as the expert to answer users’ money worries and offer practical solutions within the forum.
Money DiariesParents from a variety of socio demographics to share their household money diaries and outlining how your product has affected their bottom line for the better - native content package.
Parent-to-Parent money tips As parents look to reduce their spend on non-essential items, we will encourage our community to get talking to each other and share their budgeting tips and tricks. Client roadblocking and sponsorship available
Data targeted displayUtilize Netmums’ first party data to reach our parents with finances at the forefront of their concerns. Targeting options available: finance, budget conscious, child benefits & schemes, parent support, universal credit
TOP CONTENT PIECES MARCH 2020:Money making tipsMoney saving tipsSingle parent benefits
INSIGHTMoney Advice Service & Netmums exclusive partnership 2.2+ million unique visits to the Money Advice Service website as a result of the campaign - 32% increase YoY
4.2m pageviews money content March 2020 2.7m pageviews benefits content March 20201.2m pageviews budgeting content March 2020
EDITORIAL OVERVIEW
The UK economy has never experienced a shock like this.
Parents are anxious about what this means for their income.
We're here to keep them up to date on family money matters
and help spell out clearly - what this means for them day to day. Family insurance policies - from travel to life insurance - are all
impacted by the current situation. Netmums is perfectly placed to help answer regular
families' questions in easy-to-understand, jargon-free content.
SHOPPINGONLINE
TOP FORUM THREADS MARCH 2020:Unable to get usual formulaJumpsuits! Am I too old?Aptamil Profutura versus Aptamil first Milk? Help!
OPPORTUNITIES: SCALABLE TO BUDGET Essential shopping guidesEven in the current climate, parents need to still buy the essentials for their growing baby and child Expectant parents are still planning and preparing for their new arrival. Our series of online buying guides will help parents to make the right purchasing decisions. Opportunity to link to retail partners and feature product ranges - positioning as a go-to ecommerce platform for baby essentials.
Be the Easter Bunny & bring joy to familiesA mass sampling campaign among the Netmums community - sending Easter eggs and hunting kits to families across the UK. Families will create UGC video and social posts to spread the joy. PR and editorial support. Social amplification and HPTOs.
Seasonal Easter buysFrom Easter bonnets, to chocolate eggs - Easter is still a highlight in the family calendar - and parents are researching, buying and planning to make this Easter as best as possible. Facebook takeovers, native content, Instagram stories… the possibilities are endless.
Reach all aspects of purchase intenders with targeted display Target parents across our 2.000+ product reviews content. We are able to specifically target those users in the market for buying toys, buggies, car-seats, feeding and potty training products for the children and interior design, beauty and fashion for the parents.
TOP CONTENT PIECES MARCH 2020:Stop stockpiling! The family buys you really needCoronavirus: best buys to protect your familyWhere to buy formula if you have a formula fed baby
INSIGHTNetmums users are 6.3 x more likely to be reading reviews on which products to buy right now.
Users reading Covid content are avid shoppers interested in other categories:home interiors 91% more likely than averagefitness 90% more likely than averagefashion 33% more likely than averagebeauty 26% more likely than average
EDITORIAL OVERVIEW
With shops now closed, parents and parents-to-be are
turning to online resources for purchase
decision-making.
Netmums Reviews - our dedicated shopping channel packed with buying guides, over 2,000 product reviews
and shopping news - is primed to help parents decide
what to buy from pregnancy to new baby, home interiors to kitchen appliances and more
FAMILY FOOD
TOP FORUM THREADS MARCH 2020:Store cupboard recipesHelp! The mince in the packet has turned brownHow long can a defrosted chicken be left in the fridge
OPPORTUNITIES: SCALABLE TO BUDGET
Video sponsorship opportunitiesClient to supply Netmums editorial team, influencers and families with products to test and review in video format. The products selected for review will be based on the ingredients in the best performing recipes on Netmums in order to drive highest video views.
Essential shopping guides; storecupboard seriesA series of native content to shop smartly, Netmums will create essential shopping lists helping parents to both spend wisely and save money on their food shop, provide a good choice of family meal ideas as well as making the most from their store cupboard ingredients.
Cooking with the kids & bake-educationCooking series at home with families. Using brand products, we create a live cookalong lead by Netmums editorial. Opportunity to teach maths through collaborative and tasty learning of weights and measures.
Cover all angles with targeted displayUsing Netmums’ first party data to reach parents looking for family meal-time, healthy eating and food ideas. Targeting options available: online food shoppers, recipes, specific supermarket shopper (e.g. Tesco, Sainsburys etc.), healthy eaters, vegetarian, vegan.
TOP CONTENT PIECES MARCH 2020:Slow cooker doner kebabChocolate cornflake cakesCheesy potato bake
INSIGHTUsers are currently highly interested in food content as they look for healthy family recipes
5.6 x more likely to be interested in vegan recipes4.3 x more likely to be interested in Paleo diet2.7 x more likely to be interested in vegetarian recipes
5.1m pageviews on recipes content March 2019 - 20203.4m pageviews food related content March 2019- 2020
EDITORIAL OVERVIEW
Netmums recipes are the site's highest traffic content.
While other cooking sites focus on trend-driven recipes
ideal for entertaining, our recipes uniquely focus on
family favourites and easy to make bakes.
With grocery shopping now limited, Netmums recipes is more than ever an essential resource for families who want to make a variety of
meals with basic ingredients.
FAMILY ENTERTAINMENT
TOP FORUM THREADS MARCH 2020:Anyone think that Justin Fletcher hates working with kids?What kind of animal is Flop from Bing meant to be?How much is your monthly Sky bill?
OPPORTUNITIES: SCALABLE TO BUDGET
Netmums Great Big House Party Promoted across all Netmums platforms, we will host a community-wide virtual event for parents and children to watch a film or TV show at the same time and share their thoughts.
Product testsNetmums audience to trial and feedback with UGC on the client’s streaming service. A compilation video will be created by Netmums editorial team and shared across Netmums huge social platforms and pre-roll.
Family entertainment newsletterWeekly newsletter of must watch films and programmes for the whole family, including real family reviews and educational programme recommendations for homeschooling
Help our parents with ideas via targeted displayUsing Netmums’ first party data to reach parents looking for ideas on keeping their kids entertained. Targeting options available: general entertainment, video streamers, Sky viewers, BT viewers, films, general technology, mobile phones
TOP CONTENT PIECES MARCH 2020:What to watch right nowTop 10 WFH ideasThe clever iphone hack that finds photos in seconds
INSIGHT
EDITORIAL OVERVIEW
With families at home full-time, Netmums is well
positioned to help them navigate vast array of
entertainment available from TV, to streaming services and
movies.
We know parents are often paralysed by choice on what
to watch as a family, and once the kids have gone to bed.
117k parents have viewed our forum entertainment thread
Parents have more time to enjoy streaming content as the kids grow up….Parents of children 12+ index 158parents of children aged 6-12 index 135parents of children aged 3-5 index 135parents of newborns index 104
Thank youPlease get in touch for further information, insight and scalable packages, we would love to hear from you!
Ashley Bloem-SaleCommercial Director
07525342665
Michele MorleySales Director
07715927528
Tuesday WilliamsonSales Manager
07943009620
Bal SinghProgrammatic Sales
Director
07392829125
Jack ScarrSales Manager
07973655198
Appendix
● We champion the diversity of parenthood
● We educate, inform and support mums, dads and carers for the duration of their parenting journey
● We tolerate zero profanity, judgement, bullying or trolling – we are 100% brand-safe
● Our trusted, authoritative content adheres only to latest NHS/NICE guidelines, is informed by quoted NHS experts, and always delivered in jargon-free, friendly language.
The only brand-safe community for all parents on their whole parenting journey
195k recipients
15% open rate
20% CTR
Reaching parents wherever they are
On site Email Social Video
Source: GA Sept 2019, Google ad manager Nov 2019 and Tubular Labs Nov insights 2019
Forum1.6 million
social followers &
up to 20 million
organic reach every week
2.7 million posts in the forum each
year
80k monthly posts
6 million monthly video
views and 75% VTR
4.5 millionunique users
29 million pageviews
Netmums’ social platforms are a vital element of the brand footprint, with our community engaging with us over 3.2 million times per month* through their social interactions
At Netmums, we speak to parents wherever, whenever and however they want - and for whatever their need
We create content optimised for strong SEO authority and search but, simultaneously, produce social stories for Facebook and Instagram, where parents engage through comments and sharing
Our Facebook content can drive up to 20m weekly reach
Source: Facebook Insights Nov 19 *Facebook insights 2-29th Jan 2020
We create content made for sharing
Source: Tubular Labs November 2019
Netmums social power vs our competition
77%bigger than nearest competitor
Cumulative followers, page likes, subscribers
Netmums is bigger than Mumsnet, Bounty and Emma’s Diary combined
Grade National Average %
Netmums %
A 4% 4%
B 22% 21%
C1 29% 30%
C2 21% 21%
D 15% 15%
E 9% 9%
GB TGI ClickStream 2019 Q4 (July 2018 - June 2019) - with Mobile - Incl.
We reach all parents across the whole of the UK and we precisely match the UK family demographicWe match to the socio-economic and geographical split of the UK
8%
South East 14%
London 13%
East of England 10%
East Midlands 8%
North East 4%
Yorkshire & HumbersideNorth West 12%
West Midlands 10%
Scotland 9%
Wales 5%
South West 7%
Audience profile
Source: Netmums census Jan 2020 2.5k parents / Google Analytics Jan 20
Source: Netmums census Jan 2020 2.5k parents / Google Analytics Jan 20 *Netmums DMP 30 day lookback
Reaching parents and carers with children of all ages and stages
Netmums is with you for the whole parenting journey