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    The Truth About Maven Moms Executive Summary

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    McCannWG
    1). Maven Moms are influential mothers who disseminate trends and information to their friends and other mothers. They can be categorized into four groups based on their interests and expertise: Uber Mavens, Experienced Mavens, Specialist Mavens, and Social Mavens. 2). While technology has enabled connected online communities for mothers, it has also seemingly fueled increased judgment between mothers. Some mothers feel pressure to keep up with their peers' children's development. 3). Mothers have a difficult relationship with technology. They appreciate the connectivity but worry about overuse and maintaining a "real" childhood for their kids. They seek brands that can help them navigate technology positively as a family.

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    The Truth About Maven Moms Executive Summary

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    McCannWG
    710 views5 pages
    1). Maven Moms are influential mothers who disseminate trends and information to their friends and other mothers. They can be categorized into four groups based on their interests and expertise: Uber Mavens, Experienced Mavens, Specialist Mavens, and Social Mavens. 2). While technology has enabled connected online communities for mothers, it has also seemingly fueled increased judgment between mothers. Some mothers feel pressure to keep up with their peers' children's development. 3). Mothers have a difficult relationship with technology. They appreciate the connectivity but worry about overuse and maintaining a "real" childhood for their kids. They seek brands that can help them navigate technology positively as a family.

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    McCann Truth Central unveils the Truth About Social

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    1). Maven Moms are influential mothers who disseminate trends and information to their friends and other mothers. They can be categorized into four groups based on their interests and expertise: Uber Mavens, Experienced Mavens, Specialist Mavens, and Social Mavens. 2). While technology has enabled connected online communities for mothers, it has also seemingly fueled increased judgment between mothers. Some mothers feel pressure to keep up with their peers' children's development. 3). Mothers have a difficult relationship with technology. They appreciate the connectivity but worry about overuse and maintaining a "real" childhood for their kids. They seek brands that can help them navigate technology positively as a family.

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    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    710 views5 pages

    The Truth About Maven Moms Executive Summary

    Uploaded by

    McCannWG
    1). Maven Moms are influential mothers who disseminate trends and information to their friends and other mothers. They can be categorized into four groups based on their interests and expertise: Uber Mavens, Experienced Mavens, Specialist Mavens, and Social Mavens. 2). While technology has enabled connected online communities for mothers, it has also seemingly fueled increased judgment between mothers. Some mothers feel pressure to keep up with their peers' children's development. 3). Mothers have a difficult relationship with technology. They appreciate the connectivity but worry about overuse and maintaining a "real" childhood for their kids. They seek brands that can help them navigate technology positively as a family.

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    MarkoIors havo al ways rocogni zod IhaI

    moIhors aro rosonsiblo Ior Iho ma[oriIy oI


    urchasing 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, hyor-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 lanning arIios, Io hoalIh concorns,
    Io advico abouI brands and roducIs.
    In Ihis roviow oI our ucoming sIudy, Iho
    1ruIh AbouI Mavon Moms, wo sharo somo
    oI whaI wo l oarnod abouI Mavon Moms
    Irom Iocus grous hold on boIh coasIs oI
    Iho Uni Iod SIaIos and hono i nIorvi ows
    wi I h s omo oI I ho mosI r 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
    BER MAVENS
    EXPERIENCED MAVENS
    SPECIALIST MAVENS
    SOCIAL MAVENS
    Mavon Moms can bo roughly dividod inIo Iour grous:
    1. Meet the Maven Moms
    Ubor Mavons: hyor-organizod, all-knowing IrondsoIIors, Ihoso moIhors aro roIossional,
    solI-conIossod orIocIionisIs. Lvon boIoro Ihoy bocamo aronIs Ihoy woro loading Iho
    way in Ihoir Iriondshi grou by sharing Ihoir IidbiIs oI inIormaIion abouI Iho bosI bars
    Io IroquonI or Iho bosI camora Io buy. ocoming a mom simly 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.
    Lxorioncod Mavons: Lxorioncod Mavons aro gonorally oiIhor a) oldor Ihan Iho rosI oI
    Ihoi r oor grou, b) havo chi l dron who aro ol dor Ihan Ihoso oI Ihoi r oor grou or
    c) si ml 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 Lxori oncod
    Mavon is oIIon Iho IirsI orson you ick u Iho hono Io whon your child has a IomoraIuro
    or you nood advico on which sIrollor Io buy.
    SocialisI Mavons: SocialisI Mavons aro Iho ulIimaIo auIhoriIy on a corIain Ioic. A moIhor
    oI childron wiIh ADHD may bo an oxorI 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 socialisI Mavon in any circlo oI Irionds
    and moms will oxchango and suorI oIhor Mavons by Irading advico in hor socialisI aroa.
    Social Mavons: 1hoso suor-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
    as, doal s, ovonIs oIc. and l ovo Io sharo. 1hoy sIay connocIod and sho on mul Ii l o
    dovicos including smarIhonos, IabloIs and comuIors.
    rand OorIuniIy: CroaIo sIraIogios Io arInor wiIh Iho diIIoronI Iyos 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 omoworod communiIios oI womon, buI iI has also soomingly Iuolod an oidomic oI
    [udgmonI. Somo moIhors also Iool IhaI Iho dolugo oI inIormaIion and oinion combinod
    wiIh Iho inIimaIo involvomonI in oIhor oolo's livos IosIors a [udgmonIal onvironmonI
    in which ovorybody Iools Ihoy havo Iho righI Io an oinion on oIhor oolo's moIhoring
    choicos. WhoIhor iI's simlo lay daIos oliIics or Ioar IhaI your child's dovolomonI is
    l aggi ng bohi nd IhaI oI hor oors. Iho worl d oI Iochnol ogy-onabl od and i ncroasi ngl y
    comoIiIivo moms can bo a IorriIying laco. As ono now mom in Now Jorsoy romarkod
    Ihoro's a loI oI haIing ouI Ihoro."
    rand OorIuni Iy: CroaIo a saIo, non-[ udgmonIal onvi ronmonI Ior moms Io suorI
    oach oIhor and sharo advico
    3. Technology: Good vs. Evil

    MosI moIhors havo a diIIiculI rolaIionshi wiIh Iochnology. On Iho ono hand, Ihoy lovo
    boing a Iow digiI's roach away Irom Ihoir childron, or boing ablo Io sho onlino aI any Iimo
    oI day or nighI. As ono mom commonIod, All Ihis accossibiliIy, on a hono, is awosomo Ior
    moms. Wo don'I havo a saro minuIo."
    On Iho oIhor hand, moms worry abouI mainIaining a 'roal' childhood Ior Ihoir kids, Iho cosI
    oI kooing u wiIh Iho laIosI dovicos, and Ihoir own crooing addicIion. Womon aro sooking
    lighIhouso brands which can hol Ihom Io mainIain a osiIivo and hoalIhy rolaIionshi
    wiIh Iochnology Ior Ihoir Iamily.
    rand OorIuniIy: Hol moms Io oIIocIivoly navigaIo Iho Iochnology IighIroo
    My Adam knows his ACs in
    Lnglish and Sanish. 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
    accomlishmonI!
    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 aIionI Mom" Iood Iho lisI oI oIhor imaginary awards liko 1ho osI Jugglor,"
    1ho MosI Organi zod Mom" and 1ho MosI SIyl i sh Mom. " In a IasI movi ng, roal -Ii mo,
    high rossuro world iI's orhas unsurrising IhaI Iho Ihing moms valuo mosI in Ihomsolvos
    is good old Iashionod aIionco.
    rand OorIuniIy: Irom Iho '1imo Shrinkor A' Io Iho 'SonsiIivo Man A' Mavon Moms
    aro sooking Iools which hol Ihom Io bo moro aIionI by giving back Ihoir Iimo and croaIing
    saco [usI Ior mom.
    1ochnology has mado Iho mosI inIluonIial moms in Iriondshi circlos and communiIios -
    I ho Mavon Moms - ovon moro vi si bl o and connocI od I han I hoy woro boIoro. y
    undorsIanding Iho diIIoronI Iyos oI Mavon Moms and undorsIanding Iho sIrugglos Ihoy
    Iaco i n croaIi ng [ udgmonI Iroo, suorIi vo communi Ii os, Ihoi r sl i I rol aIi onshi 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 loadorshi uniI dodicaIod Io discovoring and
    illuminaIing consumor and businoss IruIhs Io hol croaIo moaningIul rocommondaIions
    Ior markoIors.
    Ior addi Ii onal i nIormaIi on on Ihi s and any oIhor 1ruIh ConIral roorIs loaso 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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