Clicks & Cravings: Moms, Food & Social Media

Social media has transformed food culture drastically over recent years. And moms are in the kitchen of this transformation. THE BALANCE OF INFO INTAKE More moms learn about food online CONNECTED MOMS Moms are the most engaged in social networks CRAVING 48% of moms spend more time mom with kids >1318*hrs engaged online about food per week 35% of moms are equally engaged with online and print about food mom with kids <13 15*hrs per week 16% of moms spend more time 14hrs engaged with print about food women aged 18-64 per week did you know men aged 18-648*hrs 59% per week MULTIPLE MEDIA A variety of sources inform and inspire moms' food choices of online moms searched for recipes or cooking tips on the web or via social media MILLENNIAL MOMS More likely to rely on social media for meal planning, new foods to try and nutritional information while preparing a meal in the last 30 days? 25% use recipe websites or phone apps 24% 39% use it to find new restaurants to try use online coupons 34% use it for meal planning 13% use brand websites or apps (e.g., new recipes to make) 13% use grocer websites or apps Given the desire for digital content among Connected Moms, it is critical to engage this audience with strategic content planning based on brand objectives and key insights. MSLGROUP marries its food and beverage expertise with its digital acumen to develop content as the currency of brand conversations. Through content marketing, brands have the ability to create and distribute a diverse array of dynamic measureable content-all centered on a single, clearly articulated strategy, and MSLGROUP believes PR has always been the communication discipline best suited to manage the planned and real-time communications and third-party influencers that reach Connected Moms both online and offline. In the food sector, we recognize and develop content in six key content areas that drive consumption: culinary, visual, nutrition, reputation, recommendation and culture. By leveraging this content online, brands can help quench the thirst for food information and inspiration among Connected Moms. SusLGROUP Sources: Click & Cravings Report, MSLGROUP and The Hartman Group, 2012. CLICKS cated study between The Hartman Group and MS A syndicated, SVINGS