A two-part report published by Razorfish and CafeMom

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self expressor40%of CafeMom sample21 Digital Mom 2009
Who She IsTypically in her early thirties with a preschooler at hand, and considering expanding her family, the Self Expressoris outgoing and eager to chat with other moms—particularly about parenting and shopping related matters. She isthe second most educated of the segments—most likely having attended some college—and equally likely to be astay at home mom as be employed. Regardless of her work status, her household’s income is the most constrainedof all groups, so she needs to balance her preference for stylish unique things with a quest for high quality and valuewhen shopping. After consulting her friends for parenting and shopping advice, input from online friends and onlinecustomers like herself are the next most valued sources of information.DimensionSelf ExpressorActivity LevelContent CreationSocial LevelLooks to Online Friends for PurchasingLooks to Online Friends for Help with Life Issues (Other than Parenting)Looks to Online Friends for Help with Parenting IssuesInfluencer (Purchasing)Influencer (Life Issues)Opinions of Brands Influenced by Social Media ContentKEY:High Medium LowNote: levels are relative to other segments not total US averageSocial Level—HighThe Self Expressor is very social. She has an above average number of online friends in her network already andcontinues to reach out to initiate new online friendships, more so than any other segment.Activity Level—High / Content Creation—ModerateThe Self Expressor is a mom who enjoys organizing and beautifying her personal profile page to reflect her ownunique style and to offer online friends an inviting place to visit. Her personal profile is often adorned with plentifulphotos, her individually selected audio playlist, a custom skin reflecting her preferred design palette, and severalsocial and expressive widgets to entertain her visiting online friends. Polls are one of her favorite ways to engageothers on topics of interest and gather the opinions of many fairly quickly. She is also generous in responding to polls,and prefers the structured, efficient interaction these areas provide to completely free form conversation and blogging.Implications for Marketers:To connect with the Self Expressor, marketers should focus on providing tools and functionality that help herdesign, organize, and present her online social world. As she incorporates the use of these tools on herpersonal homepage, brands also benefit from the integration on her personal social network real estate andthe viral benefit of having her spread brand messages to her online friends. Marketers may also tap hercreativity and get her directly involved in a campaign—particularly if they appeal to her more visually artisticdesign-related nature.TMRA joint report by Razorfish and CafeMom 22
Page 2 and 3: TMCRazorfish LLC. All rights reserv
Page 4 and 5: 03 Digital Mom 2009
Page 6 and 7: part 01Connecting with Digital Mom
Page 8 and 9: key findings07 Digital Mom 2009
Page 10 and 11: 02. Age does matter, both the mom
Page 12 and 13: 03. Moms’ motivations for using e
Page 14 and 15: 05. Moms may be moms, but they are
Page 16 and 17: Perhaps more interesting is how cha
Page 18 and 19: 17 Digital Mom 2009
Page 20 and 21: key findingsMoms on social networks
Page 24 and 25: utility mom26%of CafeMom sample23 D
Page 26 and 27: groupster12% of CafeMom sample25 Di
Page 28 and 29: infoseeker12% ofCafeMom sample27 Di
Page 30 and 31: hyperconnector9% of CafeMom sample2
Page 32 and 33: conclusions• Word of Mouth—espe
Page 34 and 35: About RazorfishTMRazorfish, formerl

A two-part report published by Razorfish and CafeMom

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