1. A Global Insights Engine
Tina Sharkey
Chairman, Global President
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2. Every month, BabyCenter reaches 26MM new and
expectant Moms across the 22 markets we serve
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3. Our business
Knowing Mom Consumer
Gaining deep insights Experience
from 21st century moms® Serving moms around
around the globe through the globe with trusted
primary research, active expert advice and mom-
listening, behavioral to-mom wisdom
analytics, editors and
experts
Marketing
Solutions
Delivering an innovative
blend of solutions to
reach and engage
women
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4. BabyCenter is a Global Insights Engine
If you don’t know Mom you can’t reach her
Q:
Primary Active Behavioral Editors
research listening analytics and experts
• 21st Century Mom® • BabyCenter Talk • Site analytics; • Culturally embedded
Panel Tracker™ tracking the mindset editors in 22 markets
and behaviors of new
• Global market • Moderated • Medical Advisory
& expectant moms
surveys conversations Boards in every
• Mobile browser and market
• Moms with children - • Monitoring app usage
9 to 12+ years old community
conversations • Due date/child’s age
4
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5. Mining conversations
For deep marketing insights
Index of when conversations containing each
the term are most likely to peak by stage
Estate Pre
Planning/life school
insurance BabyCenter
Mom
Planning for
second child
Diapers,
Formula costs
Baby
registry
Medical
discussions
Source: BabyCenter 21st Century Mom® insights
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6. Meet the 21st Century Global Mom®
Social Mobile New needs Media shifted
99% of the 20MM 45% of Mexican 73% of UK moms 7 additional hours of
Brazilian women online women purchased a change their purchase parenting cuts into a
have visited a social site smartphone as a result criteria; 62% change Canadian mom’s media
in the past month of becoming a mom the brands they buy usage
Source: BabyCenter 21st Century Mom® Report, June 2009 with March 2011 update.
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7. Delivering remarkably right consumer
experiences across all platforms
BabyCenter.com My Pregnancy Mobile Optimized iPad Birth Classes My Baby Today
22markets worldwide Today Websites in 22
markets
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8. Consider this: there are over 130 million
babies born every year
350,000 babies born every day around the
350,000 globe
Only 1 in 5 are born to mothers with access
1 in 5 to the Internet
3 in 5 Yet 3 in 5 have a mobile phone
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9. Enormous opportunity to expand reach to new
audiences lower in the pyramid
The Facts:
As the world approaches 6 billion mobile devices,digital media is fundamentally shifting
Smart phones & tablets
Massive consumer shift
Feature phones
Unreached, Middle Class Audience
Feature phones
The true bottom of the pyramid
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10. Give the team room to innovate and
trust them to drive the business
Centralize and Embrace centralized best practices, while
localize facilitating local activation
Communicate Company DNA must be reinforced through
often multiple channels
Operationalize Every employee impacts your product
innovation
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