Harnessing & leveraging the power of word of mouth

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1 Harnessing & leveraging the power of word of mouth Introducing a powerful channel to create and leverage word of mouth and brand advocacy for your brands right across the mum market.

2 A little background on Mouths of Mums Mouths of Mums was developed in response to the increasing awareness that brands, products, product manufacturers and their marketers need direct access to conversations that we know mums have everyday across their physical, and now their online social networks. When a mum needs help or advice (or wants to validate her decisions), her first reaction is to ask another mum. They value the opinions of another mum just like them over and above any other information they can access. In fact we know that brands who are integrating and focusing on incorporating USER-GENERATED content are leading the way in word of mouth advertising and winning the hearts and minds of their target audience. Mouths of Mums has a highly engaged ongoing conversation with thousands of mums every week more and more brands are discovering that connecting with our members is a highly efficient way to increase brand awareness, brand consideration and also, brand ambassadors.

3 The Mouths of Mums community. Currently we have over 13,000 members across multiple platforms (main site, facebook & twitter). By December 2011, through targeted acquisition campaigns and search strategies, we aim to have doubled our membership and facebook fans. Our main objective is engagement and repeat visits as opposed to simply unique visitors. This is a critical point when considering the objective of your campaign. Experiential engagement and creating quality UGC (user-generated content) relies on a loyal, engaged and responsive community rather than just large numbers of views. On average, 27% of our mums are visiting the site up to 25 times per month that s almost everyday visits to the site! Our dwell times grow every week with some members dwelling on particular pages within the site for up to 13 minutes at a time. We strongly believe loyalty and repeat visits represent a far more engaged and committed audience therefore increasing the power of Mouths of Mums as a method of engaging real mums.

4 The Mouths of Mums Mums Our Mums at work: 20.51% are full-time stay at home mums 13.18% work full-time away from home 25.14% work part-time away from home 9.66% are self-employed Their household incomes: 4.5% earn over $150,000 per annum 12.9% earn $ $120,000 per annum 27.53% earn between $ and $70,000 per annum 21.87% earn up to $40,000 per annum Their relationship status: 63.39% are married 20.5% are de facto 15.9% are either single, separated or divorced Their children: 45.22% have one child (so far) 32.15% have 2 children (so far) 14.36% have 3 children (so far) 8.12% have 4 or more children Where they live: 38.95% live in New South Wales 20.92% live in Queensland 19.08% live in Victoria 9.17% live in Western Australia 7.64% live in South Australia 2.19% live in Tasmania 1.18% live in the Australian Capital Territory 0.66% live in the Northern Territory *data based on mums registered for MoM Review (as at )

5 What do our mums love about Mouths of Mums?

6 The power of real-life, real-mum testing. Discover how more and more brands are leveraging user-generated content as a foundation element in their marketing plans.

7 Engaging our Mums. One of the most authentic opportunities to connect with the Mouths of Mums members is via our Product Reviews (MoM Reviews). The great thing about MoM Reviews is that there is always a strategy that can be refined to meet a marketing objective. Though we start with a base, straightforward review we can actually connect with mums on different levels according to the specific objective of the product we are reviewing. Why conduct a MoM Review? 1. Through a Mouths of Mums MoM Review, we connect your brand with over 13,000 highly engaged & loyal members we have mums in every state, every age group, every household income bracket as well as mums with children of all ages 2. We hold detailed profiling data on all members and the ages of their children you are able to submit detailed criteria for the selection of mums reviewing your product 3. Your brand receives high quality reviews our members take every review seriously and we do not select mums on a first to respond basis. We ensure the mum reviewing your product fits your criteria precisely and is fresh and very excited about the product she has to review 4. You can expect an unrivalled response rate from our members. Because our mums are so committed to MoM Reviews and we actively manage responses, you can expect an excellence percentage (usually greater than 90%) of mums to post reviews. 5. Mouths of Mums is completely independent & objective mums trust reviews from independent sites far more than brand sites 6. All reviews, photos and star ratings generated during your product review are available for you to incorporate into your marketing at any time during or post the review 7. You can reconnect with the mums who reviewed your product to investigate their reviews further conduct a quant study, invite them to attend a focus group discussion or have them review the next generation product 8. Our mum members are very social they socialise their thoughts on your brand on our main sites well as across the MoM facebook page and their own facebook communities 9. The Mouths of Mums team all have strong marketing credentials we take the time to understand your business objectives and tailor a product review to deliver the results you require. 10. The team at Mouths of Mums have strong marketing backgrounds and appreciate clients have specific business objectives. We believe in leveraging all activity on our site to your maximum benefit.

8 Pure MoM Review Objective: Get mums trialling, touching, testing and critically sharing their thoughts on your product or service. How it works: 100 MoM Review members (geographically and demographically targeted) are selected to experience the product and service, to review and to share their experiences back online with our other mums via our MoM website. These insights can also be showcased on all other marketing activity including print, TV, radio, and other online mediums. Mini MoM Review Objective: Get mums trialling, touching, testing and critically sharing their thoughts on your product or service. How it works: Up to 25 MoM Review members (geographically and demographically targeted) are selected to experience the product and service to review and to share their experiences back online with our other mums via our MoM website. Results can then be supported across all other media channels. Same functionality and dynamics as the Pure MoM Review, but for up to 25 mums. MoM TV Video Review Mums love video reviews. They re easy to digest, fun, and all mums love to see what other mums are up to. Your brand could be promoted through MoM videos. Including content on Mouths of Mums would add a great additional dimension for your brand; mums could upload their own footage, we could follow her in home, or vox pops in store. Depending on your brand objectives, it can be slice of life reality or something more polished. MoM Share Review Objective: Increase word-of-mouth marketing through our mum channels and their social networks. We know from experience that when we impress our mums they ll share the experience with friends, but it never hurts to assist WOM. Our Sharing Reviews are the best way to ensure the benefits of a brand are experienced first hand by many mums. How it works: Most services have one mum trialing a product in isolation. At Mouths of Mums, we think differently. We send one main product pack plus multiple samples of the product out and have our main mum share them with her friends. We can do this informally, or make the sharing event a core part of the review and incentivize them. The MoM Panel Review Objective: Occasionally you might require a specialised review that would be better implemented by a select group of mums. This may be for a product or service that requires a high level of interaction outside the home or you may want to extend the review experience to include ongoing discussions with the selected MoM Panel throughout the review period. In this instance, we would recommend that our MoM Panel, which is a pre-agreed group of mums, review the product. How it works: The MoM Panel Review was designed to be as flexible as possible to meet the needs of each client. We build the MoM Panel Review from the ground up in consultation with our client. Available from Jan 2012.

9 9 out of 10 women feel fresher with Femfresh Step 1 Conduct Pure MoM Review with 100 targeted mums Step 2 Post review esurvey sent to all MoM review participants Example of Targeted Survey Question: Overall, did you feel fresher with Femfresh? Step 3 Use claim testimonial on marketing activities E.g. 9 out of 10 women feel fresher with Femfresh Response: 94.67% of participants checked Yes This gave brand owners Church & Dwight data on file for use on future marketing activity

10 Mums as brand ambassadors reviewing and sampling. Step 1 Conduct MoM Share Review with 100 targeted mums and their friends Step 2 Conduct Sampling Main mums using their full size pack and sharing branded sample packs with 7 other mum friends Step 3 Leverage across all marketing touchpoints Leverage review results at point of purchase Leverage insights to improve product development and create new products 100 Mums Mums + Mums + Mums + Mums + Mums +

11 Leveraging results & findings of MoM Review in Heinz Baby Basics marketing. Step 1 Conduct Pure MoM Review with 100 targeted mums Step 2 Conduct Brand Page on Brand Website highlighting top review results, star ratings and mums bubs trialing products Step 3 Support via edm / Newsletters highlighting top review results link through to your website and increase brand awareness

12 Creating cut-through & credibility by including star ratings in press ads. Step 1 MoM Review conducted with identified mums within Mouths of Mums network Step 2 Promoted on Social Media channels Including MoM Facebook & brand owner s Facebook pages Step 3 Use MoM Review s Star Ratings in media E.g. MoM s star ratings bring to life real mum reviews in Practical Parenting TPVs

13 Mouths of Mums is connecting brands & thousands of mums everyday.

14 Some recent projects that demonstrate the power of Mouths of Mums. Femfresh (A Church & Dwight Brand) On the back of an Eletta print campaign brief we conducted a MoM Review to compliment the campaign through social networks. The review identified several key insights that informed the creative brief and then validated our hypothesis that women would feel fresher with Femfresh. After tracking posted reviews and then conducting a quantitative online survey (post the review) C&D now has data on file to support the advertising claim that 9 out of 10 women feel fresher with Femfresh. The MoM Review was also instrumental in educating women about the issue of PH levels and the effect this can have on intimate area freshness. Opening this issue up within an anonymous and online forum created a meaningful and informative dialogue between mums (often in a fun and very open manner). Swiss Precision Diagnostics GmbH (a Procter & Gamble brand) When SPD invited key influencers among the mum market to their launch breakfast for the Clearblue Digital with Conception Indicator, MoM was there. Social networking was recognised as a key marketing channel for the brand and had proven successful in Europe. SPD identified MoM as a key channel to engage mums and incorporated a MoM Review into their Australian launch. We conducted a MoM Review with maven mums instant product awareness, heaps of excitement each time we all heard about another Clearblue baby. We are now working closely with Fleishmann Hillard to bring the MoM activity to life with video content in second quarter Woolworths Select Brand Nappies Strategically, Woolworths see their Select range of products as a major opportunity for growth across all categories. Nappies have been an area of focus for some time however given Australian mums are extremely brand loyal, Woolworths Select nappies were not effectively competing with the major brands price was not enough of a differentiator to encourage trial so experience had to be. A combination of MoM Review, free sample pack distribution at Sydney s major Baby and Toddler Show, and sample pack mailouts to our broader membership base produced a great deal of online dialogue. This dialogue was overwhelmingly positive and dispelled a perceived quality issue among mums. Woolworths have been so pleased with the results of this trial and sampling exercise, they have planned continuous activity for Blind Testing of product prior to launch In December last year, a client approached MoM to conduct a blind trial of a product currently under development. Initial research has been conducted and the MoM Review (and follow up quant survey) was used to validate the existing data. The customised MoM Review was conducted in a closed environment with product being posted without any branding. Insights and comments were not made public on the site but rather captured in the follow up online survey. All reviewers signed a confidentiality agreement as part of the review terms and conditions. The feedback and insights were back-briefed to our client which have now informed the creative brief for launch activity.

15 We value the debrief process While we continue to monitor all responses as they appear on the Mouths of Mums site, we will always provide a written debrief. Given the fact that the Mouths of Mums team all have strong marketing backgrounds, how you can leverage the results of the review will always be top of mind with us. The standard Post Review Report contains: An overview of the review number of mums that received the product to review, number of mums that posted reviews, any operational or logistics learnings and recommendations for future reviews An overview of posts the positives and the constructive Any opportunities for product development, product improvement or marketing messaging Content in this report is drawn from the main site, the facebook page and any communications with members a qualitative component

16 The bottom line? The bottom line is that we d love to work with you for your brands. We want to connect the brands you champion with our mums in a meaningful partnership and have them share with their circles of influence how impressed with your products they are as a result of our partnership. The best thing about Mouths of Mums? We ll work with you just like a mum With passion. With commitment. And with your brands as our top priority. To find out more, call the Mouths of Mums team The MoM Office : (02) Or Nikki Hills, MD, Mouths of Mums mobile: or

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