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fattoremamma.com
Connect with the true decision-makers
FattoreMamma and digital mums
Connect with the true decision-makers
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fattoremamma.com
Connect with the true decision-makers
Context
FattoreMamma
Our Network
Our events
Our offer
Our clients
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o
They spend more than 3.5 hours a day on the Internet
o
88% have a smartphone, 53% a tablet, 86% a PC
o Internet is the best means of finding information
for shopping for 74% of mums
(against 41% women and 50% total)
o They have a more pronounced multichannel outlook
than other women: 48% Open
Minded mums, 30% Reloaded mums
o
No longer Gate-Keeper mums but Game-Changer, they change the rules of the
game
Sources: Nielsen-Connexia Multichannel Observatory 2011;
Nielsen Digital Family Research 2012 - McCann Research The Truth about smart moms 2012; FtatoreMamma – GNResearch 2015
CONTEXT
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In all advanced countries, women and
mums
in particular
are
the driving force in the use of social media
,
particularly dominant within image-based channels
Mums like to read other mums' opinions, much more than
other target segments.
Mums promote the brands they like much more
effectively than the media.
CONTEXT
Mums, social media protagonists
Sources: = Osservatorio Multicanalità - Osservatorio Mamme
I LIKE READING OTHER CONSUMERS' OPINIONS ON PRODUCTS OR SERVICES THAT INTEREST ME, ON BLOGS, FORUMS OR ONLINE COMMUNITIES.
Mums 0-6
Women
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Blogger mums
are mums who –
through their channels on the Net,
their passion and their creativity – talk
every month with hundreds of
thousands of other mums just like
them.
They represent
the most advanced
version of digital mums
and run web
channels that, for the traffic they
generate, can often compete with
specialist sites from the leading
publishers.
They have a
relationship of trust
with
their target audience.
CONTEXT
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fattoremamma.com
Connect with the true decision-makers
Context
Fattoremamma
Our Network
Our events
Our offer
Our customers
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FattoreMamma is the first agency
specialising in communication and
marketing WITH mums.
It was founded at the end of 2008 with the experience
of Jolanda Restano (passionate about content for
children and highly skilled in fostering online
connections and relationships) and Paolo Prestinari
(digital communications expert).
Today FattoreMamma is the
market leader
and
collaborates with a unique team of highly professional
mothers and women, using an innovative and highly
digital working method.
FATTOREMAMMA
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fattoremamma
A company providing consulting,
marketing and communication services
for companies targeting mums.
A publisher of websites and
apps for families, developing
a wide range of interaction points
online and offline.
An advertising broker
specialising in the “Mums and
family” target audience.
COMMUNICATION AGENCY
ON-LINE PUBLISHER
ADV ONLINE BROKER
FATTOREMAMMA
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fattoremamma
PUBLIC
COMPANY
ON-LINE
OFF-LINE
LISTENING
DIALOGUE
ACTIVATION
UNDERSTANDING
WIN-WIN RELATIONSHIP Connecting meansknowing how to listen, understand and have a respectful dialogue, all on a continuous basis.
The relationship can create value for both sides:
company and mums.
We create communication projects which
connect companies and mums and build
positive relationships
. We collaborate with
agencies
and
companies
in different market
sectors, bringing our specific expertise and experience with mums as a target audience.
OUR APPROACH
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fattoremamma
FATTOREMAMMA
and digital mums
2
31
200
2000
2,5ml
2
times a year we gather together Italian blogger mums
who converge
on Milan from all over Italy for the
Mammacheblog Social Family Day
(May) and for
Mammacheblog Creativo
(November).
FattoreMamma Network
brings together the
31
most important blogs
by Italian mums,
forming an advertising opportunity unique of its kind,
among the market leaders in terms of reach.
Each year we collaborate with the
200
blogger mums with the most
followers
, selected from the more than 1300 members registered with our web
aggregator mammacheblog.com and we develop and produce online and
offline
engagement
projects.
With
FattoreMamma
Active
we have
2,000
influencer mums who
are particularly active on the Net
and whom we involve in our projects
through a program dedicated to them.
We reach over
2,5 million
mums (single users) a month through
mum-generated sites and blogs
within our network.
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fattoremamma
The
mum blogging
phenomenon is also very widespread in Italy: in recent years, blogger mums have
acquired a role
as influencers over a considerable audience
. More and more readers follow the posts
on their blogs and their channels on main social media, listening to their advice and recommendations,
trusting their opinions.
FattoreMamma has established a privileged relationship with blogger mums whom we
know
,
listen to
,
support
and
train
, involving them in projects specifically created for companies' different
communication requirements.
OUR PARTNERS PAR EXCELLENCE
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fattoremamma.com
Connect with the true decision-makers
Context
Fattoremamma
Our Network
Our events
Our offer
Our customers
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fattoremamma
A network of vertical sites dedicated
to the world of mums and kids:
OUR NETWORK
The best mum-generated websites in Italy
31
Websites/blogs
2,5
mln
Monthly unique users
Monthly page-views
8,5
mln
www
In partnership with:fattoremamma
N E T W O R Km
fattoremamma
fattoremamma.com
Connect with the true decision-makers
Context
Fattoremamma
Our Network
Our events
Our offer
Our customers
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fattoremamma
2011
FM organises the first BarCamp dedicated to Mums 2.0
FM organises a meeting between blogger mums in Italy and USA with Maria Bailey
FM and Hagakure organise the Momcamp in Milan with a record number of visitors
04/2010 05/2009
The great Italian gathering for blogger mums in Milan in spring (2-day event)
The grand gathering/event and showcase for creative blogger mums
Two blogger mums sent to Sanremo talk about the Festival on social media
OUR EVENTS/GATHERINGS
Key reference points for blogger mums
PA
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FO
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A
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(n
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2014 III edition Since 2012C
U
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2015 IV edition Since 2012 2015 IV edition Since 2013 2014 II edition Since 2013A training course for women who want to be successful on the Web
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fattoremamma
The most important gathering for blogger
mums in Italy: an open conversation among
mums 2.0 to spark and develop ideas and
services for the web
OUR EVENTS/GATHERINGS
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fattoremamma
The gathering for blogger and social
mums, inspired by creativity and DIY:
workshops, talks, prize for creativity...
OUR EVENTS/GATHERINGS
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OUR EVENTS/GATHERINGS
Momsweek
A meta-event, a week long and dedicated
to mums, which took place in Milan between
8 and 14 May 2015, joining together 73
events
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OUR EVENTS/GATHERINGS
MomKeting
The first Italian conference entirely dedicated
to marketing with mums.
A one-day business-to-business conference on the theme of the evolution
of direct marketing to a mum-family target audience.
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fattoremamma
A journey of female social
empowerment, dedicated to all
women who want to develop their
talents through the energy of the web.
OUR EVENTS/GATHERINGS
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fattoremamma
fattoremamma.com
Connect with the true decision-makers
Context
Fattoremamma
Our Network
Our events
Our offer
Our clients
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FOR MUMS AND
FAMILIES
Both directly and through the
network of mum-generated
blogs, FattoreMamma provides
the
dissemination of information
along with a dialogue among
peers
. A form of communication
that mums and families seem to
appreciate more and more,
versus traditional media.
FOR MUMS
UNDERTAKING
VENTURES ON THE NET
FattoreMamma
invests in the
growth of mums active on the
net and in their projects
. We are
their partner, we promote them
and enable their growth
through training.
We work
alongside them and grow with
them
: that's why we have their
trust
.
For companies FattoreMamma
proposes
innovative and
impactful communication
formats
, maximising all the
engaging opportunities of the
new social media environment,
and aimed at triggering
a
relationship with mums through
the web
.
FOR COMPANIES
OUR OFFER
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fattoremamma
OBJECTIVES
to get to know bloggers and establish a positive relationshipwith them
to elicitideas from the dialogue with influencer mums, indications
concerning the company, the brand, the product
to gain exposure on the web through sharing on social media and
published posts
CHARACTERISTICS OF THE EVENT
activities that allow the company to share their message in an unusual and
playful way, half-way between educational and entertainment
creation of video and photo materials to attract further attention to the
event online
defining a #hashtag for sharing on social networks.
FattoreMamma holds
events with bloggers
that combine a more “formal" offering
alongside elements focused more on
play and experience
to create a positive
relationship between companies and bloggers.
SERVICES AND FORMATS
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FattoreMamma creates and manages
communities that bring
mums together via a brand
to share their experience
and create content
SERVICES AND FORMATS
Creation and management of online communities
OBJECTIVES
to communicate with the target of mums/parents using bespoke and relevant language and tone of voice
to form a group of mums who want to relate with the company
to gain insight into the company, its products or specific themes
to create user generated content for sharing through company channels (e.g. product reviews)
COMMUNITY CHARACTERISTICS
a virtual space where mums can share their ideas and enter into a dialogue with the company, alongside "public" content to reach a wider target
appreciable rewards for mums (products to test, exclusive previews...) online surveys to gain insight on interesting themes
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OBJECTIVES
to create online exposurethrough posts written by blogger mums
to incentivise readers for comments/involvement
to create original content for company blogs/sites/social channels
CHARACTERISTICS
the bloggers write original posts dedicated to the service/product on their own blogs and launch them on social media
as well as on their own sites, bloggers create content/product reviews for the client site or ad hoc landing page
a hashtag is created and communication on social media is encouraged
FattoreMamma involves blogger mums so they can become
first
person ambassadors of a project/product
SERVICES AND FORMATS
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FattoreMamma selects bloggers suited to the proposed message
each blogger writes the post in her own personal way, and in keeping with the
editorial style of her blog. In this way, the article is integrated into the site and
followed by her readers just like the other non-sponsored articles
the post bears the #hashtag of the theme so it can easily be identified by tracking
and searching
at the end of the post there is a graphic banner and a text element identifying the
sponsorship and referring to the sponsor's site
at the end of the project, a storify is created with all the contributions published
MeMe is a format created by FattoreMamma in order to
communicate advertising messages
effectively
, but also in a
way that is not invasive and fully
respects the blogger's
editorial choices
.
SERVICES AND FORMATS
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Facebook pages are an interesting channel for creating and
nurturing a relationship with mums
SERVICES AND FORMATS
Management of social channels
PREPARATION OF AN EDITORIAL PLAN
researching themes and planning post frequency identifying and creating content
creating processes (supply, response, escalation)
ONGOING EDITORIAL SUPPORT
ongoing management and publication based on the frequency established in the editorial plan
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techinical definition and ideation of prizes: technical conception and search for potential partners/suppliers for the prizes
creativity and graphic artwork: creation of ad hoc graphics, in line with the company image and the product to be promoted
hosting and advertising: hosting the pages on a dedicated server, creation of a database with participants' details
managing all the competition requirements: management of all the practicalities for requesting ministry authorisation (in collaboration with a specialised partner)
supervising and putting contributions online supervising the moderating and publishing of content
promotion and engagement of the target
FattoreMamma holds on-line competitions specifically planned
for the mums target audience, dealing with all phases from
conception to realisation.
SERVICES AND FORMATS
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FattoreMamma holds product tests involving mums interested in
giving reviews on their blog
SERVICES AND FORMATS
Product tests with blogger mums
OBJECTIVES
posts on blogs and social networks with product reviews effective mum-to-mum communication
reviews by influencers who write original posts in keeping with their own style and their own editorial approach
TEST CHARACTERISTICS
FattoreMamma selects a panel of tester mums to whom the product is sent the bloggers test the product and publish a post about their experience using it
an online questionnaire is also provided, to obtain insight about the product
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The
RECOMMENDED BY MUMS
Sticker is a quality certification, issued
by FattoreMamma to products or services that have been tested by a
group of at least 100 mums, of whom more than 70% have declared
that they are willing to "recommend the product to another mum".
SERVICES AND FORMATS
“Recommended by mums” Sticker
FattoreMamma selects 120 mums (to have at least 100 respondents)
The mums receive the product at home (or a
good discount to use on a service) and they
test it
The mums fill in an online questionnaire
If at least 70% of the mums confirm that they
"would recommend the product to another mum", the sticker is
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FattoreMamma creates blogs
with mum-oriented content
for
companies that want to acess, alongside their traditional
communication activity,
new channels that are closer to users
SERVICES AND FORMATS
Company blogs
OBJECTIVES
to publish "hot" and permanently up to date content
to enrich the official site with a communication channel more open to dialogue to use the point of view of mum editors to create empathy with the target
CHARACTERISTICS
Among the best bloggers, FattoreMamma selects the mum editors who create the content
an editorial plan is defined and the key topics are agreed on
the editors also deal with publishing and constantly updating the blog, including the moderation of comments and replies to users in accordance with company directives