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Asep Haekal

Unilever

Moms in social media phenomenon. Do we engage them enough?

As we know that mom is the key influencer and decision maker in purchasing most of product in our home. As a family caretaker, she ensure she gives the best for her family.For that, she collects information, sees the ad in TV, browses via website, asks peer recomendation in Blackberry Group, and accesses facebook through their mobile that she always carry on her palm.Moms continue to increase their social media usage. Moms between 18- to 34-years-old were not only more likely to be on social sites, they also spent considerably more time on Facebook than the general population—24% more time on desktop, and factoring in mobile, young moms spent 260% more time than the average user. Now, 8.8 mio moms has their facebook account, it's penetrating 35% of total Urban Household. Such a huge reach number compared to print, outdoor, and radio combined.We also already agreed that the role for TV is for gaining massive awareness and social media for engagement, building brand love through time. We gain more insight from social media, we convey the message and education that we cannot deliver via 30sec TVC (or sometimes 15sec), we engage and discuss with them in social media. But is it enough? are we efffective and efficient enough utilizing this new and emerging media? How about if we create super successful social media campaign (like Old Spice & Dove Sketch campaign) designed specially for mom, dedicated for mom in Indonesia? Let's discuss! :)

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