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BizReport : Social Marketing : May 04, 2011

Report: Banks, books benefit from social mom's loyalty

It is becoming common knowledge that engaged social consumers are likely to share brand information and recommendations with their circle of friends. New reports from Motista indicate this is especially true for moms on social networks, especially when it comes to books and banking.

by Kristina Knight

motista.pngFirst, banking. According to the report socially engaged mothers are twice as likely as non-social moms to believe their bank helps them achieve personal goals, that their choice in bank helps to express their personality or make them a better parent. Sound a bit far-fetched? Not necessarily, especially when you look at the history of moms: consider that most women take charge of home finances.

The study further found that moms are:

• 5 times as likely to forward bank information to friends
• Twice as likely to try out new bank products
• 8 times as likely to try mobile banking

Similar results were found regarding e-reading devices. According to Motista data socially engaged and non-socially engaged moms are happy with e-reading devices, but social moms are more likely to advocate on behalf of their chosen e-reader brand. Social moms say their choice in e-reader fits with friends and colleagues, that their brand 'understands their lifestyle' and that the devices help them stay close to loved ones.

The study further found that moms are:

• Twice as likely to pay higher prices for their chosen brand
• Six times as likely to respond to direct marketing from their e-reader brand
• Twice as likely to forward information about their e-reader to friends

Alan Zorfas, chief product and marketing officer at Motista said, "With a statistical dead tie on satisfaction scores, clearly it's connection that turns these customers into brand advocates. eReaders are not just functional products for social media moms--the connections these women have to their eReader brands have a strong correlation to them being more valuable customers. That's incredibly powerful."

Tags: Motista, social marketing, social moms, social network research

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