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The Truth About Maven Moms Executive Summary

The Truth About Maven Moms Executive Summary

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McCann Truth Central unveils the Truth About Social
McCann Truth Central unveils the Truth About Social

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Published by: McCannWG on Jan 09, 2012
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MarkoIors havo al ways rocogni zod IhaI

moIhors aro rosµonsiblo Ior Iho ma[oriIy oI
µurchasing docisions mado by housoholds.
Irom rol aIi vol y mi nor onos l i ko ki Ichon
uIonsi l s Io ma[ or onos such as cars and
homo romodoling, moIhors mako docisions
basod on whaI Ihoy Ihi nk woul d bo bosI
Ior Ihoir Iamilios. Koy Io connocIing wiIh
modorn, hyµor-noIworkod moms is Io IirsI
connocI wiIh Iho Mavon Mom. 1ho Mavon
Mom i s Iho di ssomi naIor oI Ironds and
inIormaIion, many oIhor moms will look Io
hor Ior advico and idoas abouI ovoryIhing
Irom µlanning µarIios, Io hoalIh concorns,
Io advico abouI brands and µroducIs.
In Ihis µroviow oI our uµcoming sIudy, Iho
1ruIh AbouI Mavon Moms, wo sharo somo
oI whaI wo l oarnod abouI Mavon Moms
Irom Iocus grouµs hold on boIh coasIs oI
Iho Uni Iod SIaIos and µhono i nIorvi ows
wi I h s omo oI I ho mosI µr ol i I i c mom
bloggors in Iho counIry.
The Truth About Maven Moms
Executive Summary
1). Meet the Maven Moms
2). Play Date Politics: Joined vs. Judged
3). Technology: Good vs. Evil
4). What Moms Really Want : The Power of Patience
ÜBER MAVENS
EXPERIENCED MAVENS
SPECIALIST MAVENS
SOCIAL MAVENS
Mavon Moms can bo roughly dividod inIo Iour grouµs:
1. Meet the Maven Moms
Ubor Mavons: hyµor-organizod, all-knowing IrondsoIIors, Ihoso moIhors aro µroIossional,
solI-conIossod µorIocIionisIs. Lvon boIoro Ihoy bocamo µaronIs Ihoy woro loading Iho
way in Ihoir Iriondshiµ grouµ by sharing Ihoir IidbiIs oI inIormaIion abouI Iho bosI bars
Io IroquonI or Iho bosI camora Io buy. ßocoming a mom simµly Iurbo-chargod Iho dosiro
Io bo in Iho know. Ubor Mavons aro oIIon caroor womon who loII Iho work Iorco Io bocomo
Iull-Iimo moIhors, and oI all Iho Mavons Ihoy aro mosI likoly Io wriIo or manago a blog.
Lxµorioncod Mavons: Lxµorioncod Mavons aro gonorally oiIhor a) oldor Ihan Iho rosI oI
Ihoi r µoor grouµ, b) havo chi l dron who aro ol dor Ihan Ihoso oI Ihoi r µoor grouµ or
c) si mµl y havo moro ki ds Ihan anyono ol so. 1hoi r boon- Ihoro- dono- IhaI, Ii rsI- hand
knowl odgo makos Ihom val uabl o sourcos oI advi co Ior Ihoi r Iri onds. 1ho Lxµori oncod
Mavon is oIIon Iho IirsI µorson you µick uµ Iho µhono Io whon your child has a IomµoraIuro
or you nood advico on which sIrollor Io buy.
SµocialisI Mavons: SµocialisI Mavons aro Iho ulIimaIo auIhoriIy on a corIain Ioµic. A moIhor
oI childron wiIh ADHD may bo an oxµorI on Iho laIosI scionIiIic advancos in managing Iho
condiIion, or Iho bosI oducaIional Iochniquos Ior Ioaching Ihom. AnoIhor mom mighI bo
known in hor circlo as Iho 'CraII Mom' bocauso sho sooms Io havo naIural IalonI Ior all
Ihings croaIivo. 1horo will oIIon bo moro Ihan ono sµocialisI Mavon in any circlo oI Irionds
and moms will oxchango and suµµorI oIhor Mavons by Irading advico in hor sµocialisI aroa.
Social Mavons: 1hoso suµor-noIworkod moms who lovo all Ihings social aro Ioch Iriondly
moms who liko Io uso Iochnology Io mako Ihoir livos oasior and sIay in consIanI Iouch
wi Ih Ihoi r Iri onds and rolaIi vos. 1hoy li ko goIIi ng advi co Irom Ihoi r Iri onds abouI now
aµµs, doal s, ovonIs oIc. and l ovo Io sharo. 1hoy sIay connocIod and shoµ on mul Ii µl o
dovicos including smarIµhonos, IabloIs and comµuIors.
ßrand OµµorIuniIy: CroaIo sIraIogios Io µarInor wiIh Iho diIIoronI Iyµos oI inIluonIial
Mavons and rocognizo IhaI Ihoir moIivaIions diIIor

2. Play Date Politics: Joined vs. Judged
II is much oasior Ior moIhors Ioday Io [oin onlino communiIios, which in somo casos can
load Io Iho discovory oI roal-liIo Irionds. In many ways, Iochnology has croaIod connocIod
and omµoworod communiIios oI womon, buI iI has also soomingly Iuolod an oµidomic oI
[udgmonI. Somo moIhors also Iool IhaI Iho dolugo oI inIormaIion and oµinion combinod
wiIh Iho inIimaIo involvomonI in oIhor µooµlo's livos IosIors a [udgmonIal onvironmonI
in which ovorybody Iools Ihoy havo Iho righI Io an oµinion on oIhor µooµlo's moIhoring
choicos. WhoIhor iI's simµlo µlay daIos µoliIics or Ioar IhaI your child's dovoloµmonI is
l aggi ng bohi nd IhaI oI hor µoors. Iho worl d oI Iochnol ogy-onabl od and i ncroasi ngl y
comµoIiIivo moms can bo a IorriIying µlaco. As ono now mom in Now Jorsoy romarkod
¨Ihoro's a loI oI haIing ouI Ihoro."
ßrand OµµorIuni Iy: CroaIo a saIo, non-[ udgmonIal onvi ronmonI Ior moms Io suµµorI
oach oIhor and sharo advico
3. Technology: Good vs. Evil

MosI moIhors havo a diIIiculI rolaIionshiµ wiIh Iochnology. On Iho ono hand, Ihoy lovo
boing a Iow digiI's roach away Irom Ihoir childron, or boing ablo Io shoµ onlino aI any Iimo
oI day or nighI. As ono mom commonIod, ¨All Ihis accossibiliIy, on a µhono, is awosomo Ior
moms. Wo don'I havo a sµaro minuIo."
On Iho oIhor hand, moms worry abouI mainIaining a 'roal' childhood Ior Ihoir kids, Iho cosI
oI kooµing uµ wiIh Iho laIosI dovicos, and Ihoir own crooµing addicIion. Womon aro sooking
lighIhouso brands which can holµ Ihom Io mainIain a µosiIivo and hoalIhy rolaIionshiµ
wiIh Iochnology Ior Ihoir Iamily.
ßrand OµµorIuniIy: Holµ moms Io oIIocIivoly navigaIo Iho Iochnology IighIroµo
My Adam knows his AßCs in
Lnglish and Sµanish. Ho can road
and counI Io ono hundrod, Ioo!
OMG... whon is
sho going Io goI
him oII Iho boIIlo?
Wow, IhaI's so
amazing! WhaI an
accomµlishmonI!
Sho is so
Iull oI iI!
4. What Moms Really Want : The Power of Patience
Askod whaI awards woul d bo oIIorod aI a IanIasy awards show Io rocogni zo moms.
"1ho MosI ÞaIionI Mom" Ioµµod Iho lisI oI oIhor imaginary awards liko ¨1ho ßosI Jugglor,"
¨1ho MosI Organi zod Mom" and ¨1ho MosI SIyl i sh Mom. " In a IasI movi ng, roal -Ii mo,
high µrossuro world iI's µorhaµs unsurµrising IhaI Iho Ihing moms valuo mosI in Ihomsolvos
is good old Iashionod ÞaIionco.
ßrand OµµorIuniIy: Irom Iho '1imo Shrinkor Aµµ' Io Iho 'SonsiIivo Man Aµµ' Mavon Moms
aro sooking Iools which holµ Ihom Io bo moro µaIionI by giving back Ihoir Iimo and croaIing
sµaco [usI Ior mom.
1ochnology has mado Iho mosI inIluonIial moms in Iriondshiµ circlos and communiIios -
I ho Mavon Moms - ovon moro vi si bl o and connocI od I han I hoy woro boIoro. ßy
undorsIanding Iho diIIoronI Iyµos oI Mavon Moms and undorsIanding Iho sIrugglos Ihoy
Iaco i n croaIi ng [ udgmonI Iroo, suµµorIi vo communi Ii os, Ihoi r sµl i I rol aIi onshi µ wi Ih
Iochnology, and Iho qualiIios Ihoy valuo mosI in Ihomsolvos and oIhors, markoIors can
oIIocIivoly ongago wiIh Mavon Moms. In doing so, Ihoy roach a wido audionco: Irom IhaI
ono Mavon. Io hor Iamily. hor Irionds. and hor Irionds' audioncos.
McCann 1ruIh ConIral is Iho global IhoughI loadorshiµ uniI dodicaIod Io discovoring and
illuminaIing consumor and businoss IruIhs Io holµ croaIo moaningIul rocommondaIions
Ior markoIors.
Ior addi Ii onal i nIormaIi on on Ihi s and any oIhor 1ruIh ConIral roµorIs µloaso conIacI
Hallio. JohnsIonQmccann.com
J^[
SENSITIVE MAN
7ff
J^[
TIME SHRINKER
7ff
I NFOGRAPHI C I L L USTRATI ONS / DESI GN: ROBERT PI ZZO

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