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Marketers influencing the influencers? A case study at OMMA Social, part 1

When it comes to studying the marketing landscape, many questions have to be asked:  How, why, who, and what is driving influence in the market?

Social Media and Communications Consultant Dina Freeman and Joshua Grossnickle, VP of Consumer Insights and Analytics, at Johnson & Johnson-owned BabyCenter present the findings of a Social Influencer segmentation study for the mom market.  This study helps answer some of the questions regarding the driving influences in the mom market.

This case study looks what heavy contributors do in the social networking scene:  Be it giving advice and recommendations, simply chatting, or being a key resource on specific topics.

Johnson & Johnson’s social platform for Moms

  • 78% of mothers and expectant mothers use BabyCenter
  • Biggest mothering focus group in the world
  • That is 19 millions moms around the world

Social media archtype insights

  • Eco mom
  • Media mom
  • Doctor mom
  • Social mom

Moms using social media increased 591%

  • Find solutions to everyday problems
  • Product recommendations, such as when registering for baby shower gifts
  • Find people going through the same thing

Who are the influencers?

  • Sift through the sea of comments to understand the Mom market; separate the signal from the noise
  • From social media to social marketing, critical influencers: 80-20 rule applies
  • Influence defined by network size, how many people talking to versus number of comments.

Influencer survey results

Of 500,000 BabyCenter registrants, 2,300 respondents were surveyed on the BabyCenter site, showing 45 behavioral characteristics.

Where do mothers find information

  • Blog posts
  • User-generated content
  • BabyCenter
  • Blog
  • Facebook
  • Twitter
  • Friends
  • Two-way relationship, connection
  • BabyCenter friends, Facebook friends
  • Network
  • Field experts, lifecasters, pros
  • Butterflies (see definition in next section)

Where do mothers go for?

Engage the right influencers in the right places aligned with where people can boost your marketing objectives

  • Socializing and entertainment: Facebook and Twitter
  • Learning and deciding: Useful recommendations and product recommendations: BabyCenter, Mom blogs
  • BabyCenter comments tend to be rich, useful
  • Facebook posts lean toward snarky answers

Who makes up the influencers?

  • 8% of audience are field experts: list of things to bring on plane, done research, stay-at-home moms, want to share
  • 8% Lifecasters: lots of the friends and posts, mellennial Moms, some relevant, some noise
  • 16% Butterflies: affluent, time compressed, low volume of posts, young professionals who put the social into social media, often just beginning, first pregnancy, may migrate to another segment
  • 66% Audience: Low volume of posts

Overall share of influence

  • Field experts: 33%
  • Lifecasters: 34%
  • Pros: 11% are the most influential as individuals; although a smaller population, still most influential
  • Butterflies: 16%

Bottom line

This survey shows where mothers go for  guidance and what type of people mothers look for as influencers in the field.  The more influential sources are the ones who specialize and are experts in an area, the pros.  To be influential in the market, one must devote a lot of time toward communicating in their specialized/defined field.

To see specific qualities each type of social influencer has, check out our upcoming blog post “What characteristics do influencers have? A case study at OMMA Social, part 2”

Social media and user-generated content: TurboTax reigns in relevance

With the rise of social media, content about a brand is a compilation of official brand messages and user-generated content — like customer reviews — that have at least equal weight in the minds of target audiences.

In this OMMA Social case study keynote, TurboTax and Dailey, TurboTax’s creative agency, show how they curated consumer content about TurboTax to benefit the client’s customer base: By sorting through millions of product reviews to find the single one that was most compelling to individual consumers, be it a review from a Facebook friend or someone with the exact same tax situation. The TurboTax reviews microsite takes user-generated content to a whole new level of relevance.

While product/service reviews are compelling, this case study shows how filtering user-generated content can make for a better outcome for users and marketers. Watch the presentation.

Social media at TurboTax

Nick Collier, SVP, Interactive Creative Director, Dailey

Christine Morrison, Social Media Marketing Manager, Intuit

Jason Simon, SVP, Director of Interactive Services, Dailey

Why use social media?

  • Get customers
  • Testing waters, engage, listen to audience

Intuit’s prior social efforts

“Tax Rap”- Vanilla Ice

  • 3rd major YouTube contest done
  • 700 entries
  • $250K budget
  • $2.8M in earned media impressions, CNN mention

Leverage Facebook status feeds

  • Post challenge to FB every few days
  • Would judge responses
  • Post the give away prizes to best answers
  • All tax-related

Social only goes so far: Lessons learned

  • Learning from “manufactured social” to form something more organic and close to the product
  • Strategy is built on listening and learning
  • Challenges that were most successful were about the product: People really cared about the topic


  • Seeing what kind of sales happen when people talk about TurboTax
  • Most common thing people will say: Thank God I’m done, thank you TurboTax
  • Add Facebook status update and measure who’s using it
    • ‘Great news! My taxes are done with Turbo Tax’

Facebook link vs online advertising

  • 4x more likely to click
  • 30% more likely to buy
  • Highest percentage of new customers via link than any other digital channels

Hyper-relevant reviews on TurboTax reviews site drive higher acquisition

TurboTax has 50,000 reviews. Question is: How can reviews be most relevant?

  • Reviews engine: one of your social media friends uses and like TurboTax
  • Someone just like you ‘Like’s us
  • Or people who are just like you — Mom with 2 kids & side business — ‘Like’ us
  • See Facebook friends in banner
  • Integration and co-branding with NBC

Use reviews site experience and Facebook integration to see product reviews

  • Can sort through reviews by life changes, life situation
  • See reviews based on your self-selected filters: see 3 reviews rather than 100,000
  • Reviews are unfiltered, other than of swears and harassment
  • People who see reviews 22% more likely to buy TurboTax than those who didn’t
  • Long-term asset: Can use in competitive claims, banner ads, etc.


  • Take something that happens in nature and measure
  • You can trust your customers to help if you treat them right
  • Solve for customers not the platform
  • It’s not about Twitter, it’s about helping people on Twitter who are needing help