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(1)

m

fattoremamma

fattoremamma.com

Connect with the true decision-makers

FattoreMamma and digital mums

Connect with the true decision-makers

(2)

m

fattoremamma

fattoremamma.com

Connect with the true decision-makers

Context

FattoreMamma

Our Network

Our events

Our offer

Our clients 

(3)

m

fattoremamma

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

(4)

m

fattoremamma

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

(5)

m

fattoremamma

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

(6)

m

fattoremamma

fattoremamma.com

Connect with the true decision-makers

Context

Fattoremamma

Our Network

Our events

Our offer

Our customers

(7)

m

fattoremamma

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

(8)

m

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

(9)

m

fattoremamma

PUBLIC

COMPANY

ON-LINE

OFF-LINE

LISTENING

DIALOGUE

ACTIVATION

UNDERSTANDING

WIN-WIN RELATIONSHIP Connecting means

knowing 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

(10)

m

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.

(11)

m

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

(12)

m

fattoremamma

fattoremamma.com

Connect with the true decision-makers

Context

Fattoremamma

Our Network

Our events

Our offer

Our customers

 

(13)

m

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 K

(14)

m

fattoremamma

fattoremamma.com

Connect with the true decision-makers

Context

Fattoremamma

Our Network

Our events

Our offer

Our customers

(15)

m

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

ST

FO

RM

A

TS

(n

o

t a

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tiv

e

a

t t

he

m

o

m

e

nt

)

2014 III edition Since 2012

C

U

RR

EN

T

a

nd

A

C

TI

V

E

FO

RM

A

TS

2015 IV edition Since 2012 2015 IV edition Since 2013 2014 II edition Since 2013

A training course for women who want to be successful on the Web

(16)

m

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

(17)

m

fattoremamma

The gathering for blogger and social

mums, inspired by creativity and DIY:

workshops, talks, prize for creativity...

OUR EVENTS/GATHERINGS

(18)

m

fattoremamma

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

(19)

m

fattoremamma

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.

(20)

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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

(21)

m

fattoremamma

fattoremamma.com

Connect with the true decision-makers

Context

Fattoremamma

Our Network

Our events

Our offer

Our clients 

(22)

m

fattoremamma

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

(23)

m

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

(24)

m

fattoremamma

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

(25)

m

fattoremamma

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

(26)

m

fattoremamma

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

(27)

m

fattoremamma

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

(28)

m

fattoremamma

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

(29)

m

fattoremamma

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

(30)

m

fattoremamma

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

(31)

m

fattoremamma

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

(32)

m

fattoremamma

FattoreMamma collaborates with companies and agencies to

develop and manage

ad hoc structured projects or provide

support for existing projects

.

We deal with all the stages of the project (from strategy to

implementation) or collaborate in the realisation of pre-existing

projects, working in synergy with other agencies or media.

SERVICES AND FORMATS

(33)

m

fattoremamma

fattoremamma.com

Connect with the true decision-makers

Context

FattoreMamma

Our Network

Our events

Our offer

Our Clients 

(34)

m

fattoremamma

(35)

m

fattoremamma

FattoreMamma

www.fattoremamma.com

Via Guercino 9

20154 Milano

Tel.: 02.314639

Fax: 02.91390995

  E-mail:info@fattoremamma.com

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