| Stephanie Piche, Aug 26, 2009 10:46 AM |
| As evidenced throughout history, women have been very influential in shaping civilization. In 10,000 BC, they were the first food gathers and initiated agriculture, a/k/a grocery shopping. They've used their empathizing and mentalistic skills to anticipate and understand the needs of others, while using their socializing skills to integrate with neighboring clans for marriage, and making friends and allies by connecting through story telling, a/k/a word-of-mouth. Harvard professor and historian Laurel Thatcher Ulrich chronicled the role of women in the household and how it affected the local market economy back in the 1700s in her book, A Midwife's Tale: The life of Martha Ballard based on her diary, 1785 - 1812, for which she received the Pulitzer Prize. It's no surprise that moms control over 85% of the household income, which, according to some research, is valued at $3.1 trillion in annual spending. Compared to our current national debt of $11.7 trillion, that's a staggering amount of power. Women as a whole are a powerful entity in our society. Sometimes, people forget this, including women themselves. Throughout history, women have been taking on more tasks at home, school and work while looking for ways to multi-task more efficiently and stay connected. One growing trend for moms is socializing online. Through the use of social media sites, blogging, and text messaging (mobile and Twitter), women are making more connections. With that said, more moms are going beyond Twitter connections for real-time socializing to using media such as streaming video. Earlier this year, for the first National Moms Nite Out event, created by Maria Bailey of BlueSuitMom.com and attended by thousands of women across the country off- and online, MomTV.com launched with several "live" streaming video parties from Los Angeles to New York, including a mom makeover with Audrey McClelland of MomGenerations.com and the first "live" streaming video show on saving money with Shynea from the PennyPinchingDiva.com blog. Since May, the demand for more "live" mom-themed streaming shows on the site has grown to over 50 weekly hour-long shows where the host can connect with viewers in real-time via text and video chat. Last November, comScore found that over 75% of Internet users watch video online, and Brian Pickens of Ipsos Media recently said, "The digital video revolution is no longer centered on short clips via YouTube." His firm also attributes the uptick to the growth of video streaming web sites. Looking towards the future, conferences like Digital Hollywood, which covers broadband, TV, movies, gaming, advertising, and social media, offer tracks on streaming video and tying in brands that are looking to create that next great user experience for today's consumer. Are we already there? It will be interesting to watch as this trend starts to build more momentum in the coming months; a Pew Internet survey earlier this year showed 62% watched video while 46% used a social networking site. Have moms pushed the envelope in tackling live video chat while using other streaming tools like TinyChat, Snazl, Skype and Logitech Vid? Which brands will join this revolution and engage in real-time video chat with moms as they continue to grow in numbers using these tools to make connections? |
Sunday, August 30, 2009
Making Real-Time Connections: Moms Are Wired Differently
Thursday, August 13, 2009
Marketers Court Female Bloggers
AUGUST 13, 2009
Know your audience
Many marketers now comfortable with social media and the power of online product reviews have also started to lose their timidity about approaching bloggers.
In fact, some women bloggers report marketers may be becoming overeager.
Ketchum, conducting a survey of registrants for July’s annual BlogHer conference—billed as the largest gathering of female bloggers in North America—found that nearly one-half of respondents were contacted by PR professionals weekly. A further 30% got such messages on a daily basis.
Some of that contact, however, appears to be unwanted. Respondents to the Ketchum study indicated that marketers were not doing the necessary research when looking to stir up online word-of-mouth about their products.
One tip: Women would like marketers to read and understand their blogs before making contact, to make sure they are a good fit with the product or service being marketed. Some bloggers reported hearing about offers that were not even available in their location.
Also, despite the “mommy blogger” buzz, not all female bloggers fit that category.
ShesConnected found that more than one-half of US female social network users polled in spring 2009 had started their own blog.
“The incidence of starting a blog was exceedingly high, likely a reflection of the education level and social media involvement of these core users,” according to the report.
March 2009 data from BlogHer, iVillage and Compass Partners indicated that 8 million women in the US publish a blog.
The same study also found that 31% of women who read or posted to blogs did so to “provide advice and recommendations.”
Women bloggers are more than willing to help marketers out—when it makes sense to do so. About 40% of Ketchum respondents said they had provided marketers with information collected on their blogs, and 53% said they would consider doing so if asked.
“Our research at Ketchum shows that women want marketers to understand them, and the female blogger audience is saying the same thing, loud and clear,” said Kelley Skoloda of Ketchum in a statement. As with all social media, it is crucial for marketers’ blog outreach efforts to be a good fit for everyone involved: the brand, the blogger and the audience.
Wednesday, August 12, 2009
Word-of-Mouth Posts Big Gains
AUGUST 11, 2009
Tell your friends.
Marketers are slashing many ad budgets in the downturn, with eMarketer predicting an 8.2% decline in US total media ad spending in 2009, after a 3.6% decrease last year.
Some channels continue to grow, however, including word-of-mouth. According to PQ Media, much this growth is due to the rise of new media channels, such as blogs, social networks and other online communities.
The research firm found that US word-of-mouth spending on online communities increased 26.6% in 2008 to $119 million.
Further, after 37.6% compound annual growth from 2003 to 2008, PQ Media predicts total US word-of-mouth marketing spending will keep climbing, albeit at a slower pace. They estimate word-of-mouth dollars will rise 14.5% compounded annually between 2008 and 2013.
Total word-of-mouth spending for 2009 is estimated at more than $1.7 billion, a 10.2% year-over-year increase.
“Despite impressive growth in the industry, word-of-mouth remains just a fraction of the overall advertising and marketing landscape,” said Patrick Quinn, president and CEO of PQ Media, in a statement. “But double-digit growth in this economic environment is a strong sign of an increasingly prevalent role in the future.”
Consumer goods firms were the biggest spenders on word-of-mouth in 2008, with a 17.4% share of the total. The food and beverage industry contributed 12.2% of spending. Other shares were below 10%.
“The most influential marketer in a consumer’s life is someone they know and trust, such as a family member, friend or colleague,” said Mr. Quinn.
Data from Mintel supports that assertion. Among US Internet users who bought a product based on a recommendation, 34% said that recommendation came from a friend or relative. One-quarter followed the advice of a spouse or partner. (For more information, see “Whose Word-of-Mouth Matters?”)
Monday, August 3, 2009
MomTV is excited to have Mrs. P. on the Consumer Queen LIVE Thursday, August 6th @ 8 PM EST
We are excited about Mrs. P being on the Consumer Queen's show this coming Thursday, August 6th.
Mrs. P’s ‘Be-A-Famous-Writer’ Contest Starts September 1st: Did you ever read a story and think, “I could do that!” Well, now’s your chance to prove it. Enter Mrs. P’s “Be-A-Famous-Writer” Contest. Write a story, submit it to MrsP.com – and Mrs. P herself might read your story on her website! (Judges include Dave Barry, Craig Ferguson, Diana Leszczynski, and Andre Bormanis) Learn more by watching Melissa from the ConsumerQueen.com interview Mrs. P. this Thursday on MomTV.
Actress Kathy Kinney (Mimi on the Drew Carey show) is now the star of a new kids entertainment website called www.MrsP.com. The site is all about reading and is unique in that it contains no advertising and is FREE. Kathy's story is fun because while she still does TV stints, like being seen in recurring roles on “My Name is Earl” and “The Secret Life of the American Teenager,” she also started this Internet production company with several partners and created the first live action character for kids on the Internet. She is akin to being the Mr. Rogers for the broadband generation. Mrs. P also goes around the county reading to kids as schools, bookstores, book fairs, hospitals etc, just to get kids excited about reading. The website is free so all schools, libraries and children everywhere can have a great book read to them. The site also has FREE coloring sheets, activity guides, and games.
Mrs. P just won The National Parenting Center’s 2009 Seal of Approval
http://www.tnpc.com/search/tnpcarticle2.asp?rec=6263
as well as the American Library Associations recognition of MrsP.com as a Great Web Site for Kids. http://www.ala.org/gwstemplate.cfm?section=greatwebsites&template=/cfapps/gws/default.cfm
Monday, July 20, 2009
Disclosure Not Enough to Solve Blogola Problem
BlogHer COO Says Paid Posts Should be Segregated
Produced by Hoag Levins
Published: July 20, 2009
Thousands of female bloggers are involved in producing content for BlogHer.com.
NEW YORK (AdAge.com) -- BlogHer.com, the online female community that logs 15 million unique visitors a month, holds its fifth annual convention in Chicago this week. And one of the things attendees will be buzzing about in the corridors is the growing debate over blogola. In a pre-conference interview, BlogHer co-founder and COO Elisa Camahort Page said a blogger's mere disclosure that she is accepting money, freebies or perks to include product mentions in a post is not enough to solve the problem.
Follow link to video interview:
http://link.brightcove.com/services/link/bcpid1370868150/bctid30004519001
Produced by Hoag Levins
Published: July 20, 2009
Thousands of female bloggers are involved in producing content for BlogHer.com.
NEW YORK (AdAge.com) -- BlogHer.com, the online female community that logs 15 million unique visitors a month, holds its fifth annual convention in Chicago this week. And one of the things attendees will be buzzing about in the corridors is the growing debate over blogola. In a pre-conference interview, BlogHer co-founder and COO Elisa Camahort Page said a blogger's mere disclosure that she is accepting money, freebies or perks to include product mentions in a post is not enough to solve the problem.
Follow link to video interview:
http://link.brightcove.com/services/link/bcpid1370868150/bctid30004519001
Tuesday, July 14, 2009
BlogHer - BowlHer - MomTV will be Streaming LIVE from both!
If you are attending BlogHer 09 in Chicago, look for the cameraman...
Don't worry! If you aren't able to attend (like me, MomTV Stephanie) we're streaming LIVE each afternoon with Maria Bailey and special co-hosts Danielle Smith from ExtraOrdinaryMommy.com and Trisha Haas from MomDot with recaps of the day. We also have moms capturing video which they will share on MomTV and NewBaby.com as well.
We are also streaming LIVE from BowlHer 09 - where we will capture the event from the red carpet for the opening (so you can see all your Mom blogger friends) and some of the cool events planned during the evening. We will have 6 parties streaming LIVE with us like we did on the MomTV launch for Mom's Nite Out on May 7th.
You won't want to miss MomTV! Check out the schedules on our LIVE Shows page!
Don't worry! If you aren't able to attend (like me, MomTV Stephanie) we're streaming LIVE each afternoon with Maria Bailey and special co-hosts Danielle Smith from ExtraOrdinaryMommy.com and Trisha Haas from MomDot with recaps of the day. We also have moms capturing video which they will share on MomTV and NewBaby.com as well.
We are also streaming LIVE from BowlHer 09 - where we will capture the event from the red carpet for the opening (so you can see all your Mom blogger friends) and some of the cool events planned during the evening. We will have 6 parties streaming LIVE with us like we did on the MomTV launch for Mom's Nite Out on May 7th.
You won't want to miss MomTV! Check out the schedules on our LIVE Shows page!
Friday, July 10, 2009
40% of "iUsers" Accessing Internet From Mobile More Than From Computer
According to AdMob, there are many similarities between iPhone and iPod touch users in the US, especially in the demographic makeup of each group in areas such as age and household income. iPhone users are generally older. 69% of iPod touch users are between 13-24 years of age, while this same age segment represents just 26% of iPhone users. 31% of iPhone users are 35-49 years old, while only 12% of iPod touch users fall in this age segment. In total, 74% of iPhone users are over the age of 25, compared to 31% of iPod touch users.
User Age of iPhone & iPod Owners (January thru May, 2009, % of Users)
Source: admob/comScore, July 2009
The research also found that 5 in 10 consumers on both iPhone and iPod touch devices use the mobile Web more frequently than they read printed newspapers. More than 40% reported using the Internet on their mobile device more often than using the Internet from their computers or listening to the radio.
User Media Consumption Patterns, iPhone and iTouch (January thru May, 2009, % of Segment)
Use mobile web more than they:
Source: admob/comScore, July 2009
Loftlon Worth, vice president, comScore, concludes that "... (it is) important for marketers to understand the mobile landscape and the characteristics of the users of a particular platform or mobile device.. "
Additional findings from the study:
* More than 70% of users on both the iPhone and iPod touch are male
* 78% of iPhone users have an annual household income of at least $25,000, compared to only 66% of iPod touch users
* 46% of iPhone users have children, compared to only 28% of iPod touch users
In the next six months:
* 57% of iPhone users plan to purchase clothing, 47%, entertainment and 45%, travel
* 61% of iPod Touch users plan to purchase clothing, 53%, entertainment and 36%, cell phones
The total sample size of iPod touch participants is 3,848, while the total number of participants in the iPhone sample is 3,454. All results were tested for statistically significant differences at the 95% confidence level.
User Age of iPhone & iPod Owners (January thru May, 2009, % of Users)
Source: admob/comScore, July 2009
The research also found that 5 in 10 consumers on both iPhone and iPod touch devices use the mobile Web more frequently than they read printed newspapers. More than 40% reported using the Internet on their mobile device more often than using the Internet from their computers or listening to the radio.
User Media Consumption Patterns, iPhone and iTouch (January thru May, 2009, % of Segment)
Use mobile web more than they:
Source: admob/comScore, July 2009
Loftlon Worth, vice president, comScore, concludes that "... (it is) important for marketers to understand the mobile landscape and the characteristics of the users of a particular platform or mobile device.. "
Additional findings from the study:
* More than 70% of users on both the iPhone and iPod touch are male
* 78% of iPhone users have an annual household income of at least $25,000, compared to only 66% of iPod touch users
* 46% of iPhone users have children, compared to only 28% of iPod touch users
In the next six months:
* 57% of iPhone users plan to purchase clothing, 47%, entertainment and 45%, travel
* 61% of iPod Touch users plan to purchase clothing, 53%, entertainment and 36%, cell phones
The total sample size of iPod touch participants is 3,848, while the total number of participants in the iPhone sample is 3,454. All results were tested for statistically significant differences at the 95% confidence level.
Thursday, July 9, 2009
How To Build Mom Brand Evangelists
By Cynthia Nelson Thursday, July 9, 2009
It's no big news that moms are word-of-mouth mavens. From the beginning of time, women have been the communicators and the central point of all things home and family.
Luckily for advertisers, women have many facets (think diamond) that influence her ability to be a sparkling evangelist for a particular brand, product or service. The role of wife, mother, sister, aunt, chef, chauffeur, maid, teacher, referee, family CFO, PTA volunteer, and nurse all play a part in the products that she engages with at a particular life stage and how the success or failure is communicated to her peers.
With the advances in technology, access to the Internet, and now the near blinding growth of social networking, mom blogs, Twitter, etc., there are endless ways in which moms can talk about and influence other moms about your brand.
In our most recent study, which included over 10,000 Hispanic moms with children 0-5 in the home, over 50% of them said that they reach out to friends and family for advice -- this means they are having daily conversations about what products to buy, what works as a parent, what doesn't and where to find the brands, products and services that meet her family's needs.
If you are interested in developing Hispanic mom evangelists, below are valuable tips to finding success:
Be Careful What You Ask, You Might Not Like the Answer
Opening up your brand to consumer-to-consumer comments, blogs, forums, questions and comments is a scary and daunting task for most brands. Many times, we've drunk so much of our own Kool Aid -- meaning that we think our brand, product or service is already amazing -- we are not really ready to hear negative comments or air any dirty laundry in public.
One way to prepare your company for some potentially uncomfortable moments is develop a Social Media Strategy. The first thing to understand is that it is not the technology that you should be concerned about -- be it Facebook, Twitter, email, your own forum, call center or other method of consumer interaction -- but rather what as a brand you really want to get out of the conversation. And, to many brands, this means that engagement and a skin in the game from not only marketing, but also technology/development, R&D, Sales and Operations must be engaged and share a vested interest in understanding and being part of the strategy.
Developing a solid strategy includes not only definition of the target consumer, but also testing and measurement criteria and takes time, energy and leadership. Like social networking itself, your Social Media Strategy is a multi-layered and fluid community of key decision makers, influencers, and lots of players on the bench. It is also not a one-time, linear event -- if you are lucky it will evolve, grow, fail, change and continue to morph over time.
Ready, Set, Engage
Step One -- go fish where the fish are. The ability to quickly identify and leverage consumers who are already listening to you and are engaged in your brand is vital to starting up the conversation.
Step Two -- get personal. Rather than starting the first engagement about the brand itself, it is much more valuable to position the conversation around the life stage or facet of life where she engages with the brand. Think of it as consumer dating.
Some examples of appropriate consumer dating could include:
Interact with her where she lives -- Twitter, Facebook, whatever. Where she lives is where you should live with her. This may mean that your social strategy has different types of moms engaged at different times and with different points of view.
Be crystal clear about your relationship's intentions. Define what you are looking for from her, how long it will take, and what she may receive as part of the interaction.
Always acknowledge her issues with your brand quickly and honestly. You don't need to provide a solution but rather just a channel for her to open up and share.
Happy Moms Make Good Evangelists
Building a loyal, viral and active mom evangelist happens over time. By putting mom in the driver's seat, you'll gain valuable insights into her habits while placing your brand in the discussion. Keep these tips in mind:
Continue the relationship as you come out with new products or work on new campaigns to ensure relevant messages and continued trust.
Offer giveaways for moms and those who they influence (friends, family, their social network).
Make sure all conversations speak to not at your moms to keep them coming back for more.
Listen, listen, and listen. Repite por favor.
It's no big news that moms are word-of-mouth mavens. From the beginning of time, women have been the communicators and the central point of all things home and family.
Luckily for advertisers, women have many facets (think diamond) that influence her ability to be a sparkling evangelist for a particular brand, product or service. The role of wife, mother, sister, aunt, chef, chauffeur, maid, teacher, referee, family CFO, PTA volunteer, and nurse all play a part in the products that she engages with at a particular life stage and how the success or failure is communicated to her peers.
With the advances in technology, access to the Internet, and now the near blinding growth of social networking, mom blogs, Twitter, etc., there are endless ways in which moms can talk about and influence other moms about your brand.
In our most recent study, which included over 10,000 Hispanic moms with children 0-5 in the home, over 50% of them said that they reach out to friends and family for advice -- this means they are having daily conversations about what products to buy, what works as a parent, what doesn't and where to find the brands, products and services that meet her family's needs.
If you are interested in developing Hispanic mom evangelists, below are valuable tips to finding success:
Be Careful What You Ask, You Might Not Like the Answer
Opening up your brand to consumer-to-consumer comments, blogs, forums, questions and comments is a scary and daunting task for most brands. Many times, we've drunk so much of our own Kool Aid -- meaning that we think our brand, product or service is already amazing -- we are not really ready to hear negative comments or air any dirty laundry in public.
One way to prepare your company for some potentially uncomfortable moments is develop a Social Media Strategy. The first thing to understand is that it is not the technology that you should be concerned about -- be it Facebook, Twitter, email, your own forum, call center or other method of consumer interaction -- but rather what as a brand you really want to get out of the conversation. And, to many brands, this means that engagement and a skin in the game from not only marketing, but also technology/development, R&D, Sales and Operations must be engaged and share a vested interest in understanding and being part of the strategy.
Developing a solid strategy includes not only definition of the target consumer, but also testing and measurement criteria and takes time, energy and leadership. Like social networking itself, your Social Media Strategy is a multi-layered and fluid community of key decision makers, influencers, and lots of players on the bench. It is also not a one-time, linear event -- if you are lucky it will evolve, grow, fail, change and continue to morph over time.
Ready, Set, Engage
Step One -- go fish where the fish are. The ability to quickly identify and leverage consumers who are already listening to you and are engaged in your brand is vital to starting up the conversation.
Step Two -- get personal. Rather than starting the first engagement about the brand itself, it is much more valuable to position the conversation around the life stage or facet of life where she engages with the brand. Think of it as consumer dating.
Some examples of appropriate consumer dating could include:
Interact with her where she lives -- Twitter, Facebook, whatever. Where she lives is where you should live with her. This may mean that your social strategy has different types of moms engaged at different times and with different points of view.
Be crystal clear about your relationship's intentions. Define what you are looking for from her, how long it will take, and what she may receive as part of the interaction.
Always acknowledge her issues with your brand quickly and honestly. You don't need to provide a solution but rather just a channel for her to open up and share.
Happy Moms Make Good Evangelists
Building a loyal, viral and active mom evangelist happens over time. By putting mom in the driver's seat, you'll gain valuable insights into her habits while placing your brand in the discussion. Keep these tips in mind:
Continue the relationship as you come out with new products or work on new campaigns to ensure relevant messages and continued trust.
Offer giveaways for moms and those who they influence (friends, family, their social network).
Make sure all conversations speak to not at your moms to keep them coming back for more.
Listen, listen, and listen. Repite por favor.
Wednesday, July 8, 2009
Save Money on the Go with your iPhone with Yowza!
Launch Yowza!! on your iPhone or iPod Touch and it automatically finds deals and coupons for stores right in your area!
Special Interview with Actor Greg Grunberg
Watch the replay with Danielle Smith from the popular blog, ExtraOrdinaryMommy.com on her interview with Greg (click to watch on MomTV).
Actor, Greg Grunberg, star of shows such as Heroes, Felicity, and Alias, and leader of Band From TV, has launched his cause: Talk About It. TalkAboutIt.org is a new website created to educate the world about seizures and epilepsy on behalf of the 50 million people around the globe, who are cope with the condition, including his oldest son. Greg is also the co-founder of Yowza!!
Forrester Revises Interactive Outlook, Will Account For 21% Of Marketing By 2014
Interactive marketing expenditures will reach $55 billion by 2015, accounting for 21% of all marketing spending, according to a new forecast released this morning by Forrester Research.
The absolute dollar expenditures are essentially the same as one the research firm released in April, but it has revised interactive marketing's share of total advertising spending, reflecting the downward shift in expenditures for other media since then. Based on Forrester's new outlook, interactive's share of total marketing budgets will rise nine percentage points from its estimate of 12% this year.
"To me, the most interesting takeaway from the research is that overall advertising budgets will decline," Forrester analyst Shar VanBoskirk posted on the company's blog. "Yep. With dollars moving out of traditional media toward less expensive and more efficient interactive tools, marketers will actually need less money to accomplish their current advertising goals. But reasonable marketers won't relinquish budget because their programs are running too efficiently. Instead, marketers will allocate unused advertising dollars into investments like innovation, research, customer service, customer experiences, and marketing-specific technology and IT staff, in order to further marketing's strategic influence within their companies."
The greatest growth is projected to come from social media, which is forecast to rise to $3.113 billion in 2014 from $716 million this year.
The next biggest growth sector will be mobile marketing, which is expected to rise to $1.274 billion in 2014 from $391 million this year.
While search, display and email marketing will continue to grow at double-digit rates over the next five years, their rate of growth is slowing, and will account for a smaller percentage of the interactive marketing stimulus, according to Forrester's estimates.
The absolute dollar expenditures are essentially the same as one the research firm released in April, but it has revised interactive marketing's share of total advertising spending, reflecting the downward shift in expenditures for other media since then. Based on Forrester's new outlook, interactive's share of total marketing budgets will rise nine percentage points from its estimate of 12% this year.
"To me, the most interesting takeaway from the research is that overall advertising budgets will decline," Forrester analyst Shar VanBoskirk posted on the company's blog. "Yep. With dollars moving out of traditional media toward less expensive and more efficient interactive tools, marketers will actually need less money to accomplish their current advertising goals. But reasonable marketers won't relinquish budget because their programs are running too efficiently. Instead, marketers will allocate unused advertising dollars into investments like innovation, research, customer service, customer experiences, and marketing-specific technology and IT staff, in order to further marketing's strategic influence within their companies."
The greatest growth is projected to come from social media, which is forecast to rise to $3.113 billion in 2014 from $716 million this year.
The next biggest growth sector will be mobile marketing, which is expected to rise to $1.274 billion in 2014 from $391 million this year.
While search, display and email marketing will continue to grow at double-digit rates over the next five years, their rate of growth is slowing, and will account for a smaller percentage of the interactive marketing stimulus, according to Forrester's estimates.
How To Talk To Moms? Listen.How To Talk To Moms? Listen.
By Stacy Morrison Wednesday, July 8, 2009
As a mother, a woman, and editor of a magazine for 10 million women and moms like me (and not like me), I find it hard not to be amused by the constant handwringing in the media and advertising worlds about how best to talk to "moms." Because more often than not, they end up talking at us. At times, we feel reduced to a tidy pile of demographics and household statistics that effectively erase all the unique distinction we women are each so proud to possess.
People often ask me who the Redbook reader is. I used to answer, "Which one? There are at least five" - before launching into a breakdown of types: the young professional women balancing work and home in suburban or metropolitan areas; the even younger stay-at-home moms in the exurbs who married out of high school or during college; the aspirational can't-wait-to-marrys all over the country, and so forth.
But as I got better at listening to our audience, and as I got to meet them - on Facebook, through Twitter, through redbookmag.com, through the blogs so many of them keep, in person at mall events and so on - I realized there were millions of different kinds of our readers out there. And, that what made the Harley moms, the stitch-and-bitch moms, the widowed moms, single moms, two-times-married moms, the breast-cancer-survivor moms distinct from each other was a much more vital way of making them feel included in everything we do than what made them the same.
Through my own Facebook page - which I invited our readers to join, as well as the magazine's fan page - I see the daily ups and downs of what we call "grown-up life": the disgruntled posts after a hurry-up morning has gone awry; joyful greetings to friends, who are the lifeboats in busy women's lives; the celebration of small joys, like a sunny day or a cheap pair of shoes, each of these a shout-out to be heard and witnessed before another day jammed to the hilt with "to-dos" flies by.
Yes, we moms want to be witnessed, to spend some time on our "to-be" list, instead of merely living our "to-do" list, to get to be women first sometimes, just for ourselves. We get to be a "mom and" these days, not "just a stay-at-home mom" or a "working mom," but a mom and a yoga teacher, a mom and an entrepreneur, a mom and a community organizer, a mom and a beauty addict, a mom and a church leader, a mom and so much more. And the only way for a marketer to learn the "so much more" is to open your ears (and your email in-box, and your Facebook page, and your whatever else you can imagine) and ask the question: "Hello, who are you?" And then listen.
What I hear back through all these channels - and then publish in the magazine, on the web site, in our mobile phone applications, and everywhere else Redbook is - is the lovely, joyful sound of women finding their way in a complicated world, putting their unique fingerprints on everything they do, and, most inspiring of all, standing by to support other moms and women as they find their own way.
I have learned so much about who this group is by listening in on their individual conversations, and I have been able to make the magazine and all its properties feel more rich and inclusive because of it. But the best part is being included in the conversation: To be a magazine editor and a woman and a mom.
As a mother, a woman, and editor of a magazine for 10 million women and moms like me (and not like me), I find it hard not to be amused by the constant handwringing in the media and advertising worlds about how best to talk to "moms." Because more often than not, they end up talking at us. At times, we feel reduced to a tidy pile of demographics and household statistics that effectively erase all the unique distinction we women are each so proud to possess.
People often ask me who the Redbook reader is. I used to answer, "Which one? There are at least five" - before launching into a breakdown of types: the young professional women balancing work and home in suburban or metropolitan areas; the even younger stay-at-home moms in the exurbs who married out of high school or during college; the aspirational can't-wait-to-marrys all over the country, and so forth.
But as I got better at listening to our audience, and as I got to meet them - on Facebook, through Twitter, through redbookmag.com, through the blogs so many of them keep, in person at mall events and so on - I realized there were millions of different kinds of our readers out there. And, that what made the Harley moms, the stitch-and-bitch moms, the widowed moms, single moms, two-times-married moms, the breast-cancer-survivor moms distinct from each other was a much more vital way of making them feel included in everything we do than what made them the same.
Through my own Facebook page - which I invited our readers to join, as well as the magazine's fan page - I see the daily ups and downs of what we call "grown-up life": the disgruntled posts after a hurry-up morning has gone awry; joyful greetings to friends, who are the lifeboats in busy women's lives; the celebration of small joys, like a sunny day or a cheap pair of shoes, each of these a shout-out to be heard and witnessed before another day jammed to the hilt with "to-dos" flies by.
Yes, we moms want to be witnessed, to spend some time on our "to-be" list, instead of merely living our "to-do" list, to get to be women first sometimes, just for ourselves. We get to be a "mom and" these days, not "just a stay-at-home mom" or a "working mom," but a mom and a yoga teacher, a mom and an entrepreneur, a mom and a community organizer, a mom and a beauty addict, a mom and a church leader, a mom and so much more. And the only way for a marketer to learn the "so much more" is to open your ears (and your email in-box, and your Facebook page, and your whatever else you can imagine) and ask the question: "Hello, who are you?" And then listen.
What I hear back through all these channels - and then publish in the magazine, on the web site, in our mobile phone applications, and everywhere else Redbook is - is the lovely, joyful sound of women finding their way in a complicated world, putting their unique fingerprints on everything they do, and, most inspiring of all, standing by to support other moms and women as they find their own way.
I have learned so much about who this group is by listening in on their individual conversations, and I have been able to make the magazine and all its properties feel more rich and inclusive because of it. But the best part is being included in the conversation: To be a magazine editor and a woman and a mom.
Wednesday, July 1, 2009
Beyond Blogs: Niche Brands And Mommy Bloggers
by Maryanne Conlin, Wednesday, July 1, 2009
To date, all of the big news about marketing to mommy bloggers has been about how large CPG brands are diving in, wooing and winning them. But what about smaller and niche brands? Is it worthwhile to add blogger outreach to a niche marketing plan?
I think it is. In fact I believe that the real power in the mommy blogsphere is in the marketing of niche products. And a new generation of analytical tools makes this a real possibility.
Lists of bloggers and blog networks for advertisers and PR professionals usually include high-profile bloggers and blog networks with north of 200,000 or even half a million uniques per month. While each blog has its own profile, the audience of larger blogs is of course, varied.
On the other hand, a number of smaller blogs boast niche readership, which may be exactly the target market for smaller brands. The "Nielson-Online Power Moms 50" gives a nod to this theory by listing a number of much smaller blogs in diverse categories such as travel and green.
Yes, their readership is smaller but their reach in selected consumer segments is much greater. And, as any marketer knows, the innovators and early adoptors of just about any product category are research junkies, the ones most likely to be reading niche blogs.
Most important for niche brands, using the power of social media, bloggers have managed to expand their reach beyond their loyal readers to the wider world. In particular, bloggers on Facebook and MySpace straddle the word-of mouth worlds of real and virtual, as we've learned these sites are often a way to connect online with past and present friends and family rather then online buddies.
Twitter, too, enables bloggers to reach a wider audience than with a blog alone. Sophisticated search functions and hash tags alert those not usually inclined to read a blog to the interests and recommendations of high profile Twitter users -- who aren't necessarily top bloggers.
On one level what this means is that the reach of many bloggers is much broader than just their sites and heavily dependent on the blogger's use of social media. This impacts bloggers both large and small but is of particular interest when considering a niche blogger outreach program.
These same sophisticated search and analysis tools (of which there are a mind-boggling number) give marketers the opportunity to conduct research to narrowly target a specific set of bloggers that can best reach their intended audience. Keyword search and use of SEO research using various analytic tools can identify bloggers who write on a wide range of subjects and have a loyal following of both blog readers and social media users.
Finding bloggers who also participate in forums and online review sites is an added bonus! Since that moves their reach beyond the generally agreed upon 30% of Moms who read and write blogs.
Blogger outreach programs are moving into a new phase, where page rank and uniques may not tell the whole story or not the part of the story you need to know. Upfront research using keywords and analysis of social media use may be a better forecaster of blogger influence than sheer volume for niche brands.
To date, all of the big news about marketing to mommy bloggers has been about how large CPG brands are diving in, wooing and winning them. But what about smaller and niche brands? Is it worthwhile to add blogger outreach to a niche marketing plan?
I think it is. In fact I believe that the real power in the mommy blogsphere is in the marketing of niche products. And a new generation of analytical tools makes this a real possibility.
Lists of bloggers and blog networks for advertisers and PR professionals usually include high-profile bloggers and blog networks with north of 200,000 or even half a million uniques per month. While each blog has its own profile, the audience of larger blogs is of course, varied.
On the other hand, a number of smaller blogs boast niche readership, which may be exactly the target market for smaller brands. The "Nielson-Online Power Moms 50" gives a nod to this theory by listing a number of much smaller blogs in diverse categories such as travel and green.
Yes, their readership is smaller but their reach in selected consumer segments is much greater. And, as any marketer knows, the innovators and early adoptors of just about any product category are research junkies, the ones most likely to be reading niche blogs.
Most important for niche brands, using the power of social media, bloggers have managed to expand their reach beyond their loyal readers to the wider world. In particular, bloggers on Facebook and MySpace straddle the word-of mouth worlds of real and virtual, as we've learned these sites are often a way to connect online with past and present friends and family rather then online buddies.
Twitter, too, enables bloggers to reach a wider audience than with a blog alone. Sophisticated search functions and hash tags alert those not usually inclined to read a blog to the interests and recommendations of high profile Twitter users -- who aren't necessarily top bloggers.
On one level what this means is that the reach of many bloggers is much broader than just their sites and heavily dependent on the blogger's use of social media. This impacts bloggers both large and small but is of particular interest when considering a niche blogger outreach program.
These same sophisticated search and analysis tools (of which there are a mind-boggling number) give marketers the opportunity to conduct research to narrowly target a specific set of bloggers that can best reach their intended audience. Keyword search and use of SEO research using various analytic tools can identify bloggers who write on a wide range of subjects and have a loyal following of both blog readers and social media users.
Finding bloggers who also participate in forums and online review sites is an added bonus! Since that moves their reach beyond the generally agreed upon 30% of Moms who read and write blogs.
Blogger outreach programs are moving into a new phase, where page rank and uniques may not tell the whole story or not the part of the story you need to know. Upfront research using keywords and analysis of social media use may be a better forecaster of blogger influence than sheer volume for niche brands.
Monday, June 22, 2009
Actor Greg Grunberg to be LIVE on MomTV June 30th at 10 PM EST
Danielle from Extraordinarymommy.com will be conducting a special 30 minute interview with Greg Grunberg on June 30th at 7 PM PST / 10 PM EST to talk about his cause: epilepsy on MomTV.
From a recent Press Release:
TV, FILM AND MUSIC STARS SPEAK OUT ABOUT SEIZURES TO HELP FIND CURE FOR EPILEPSY
HOLLYWOOD, March 26, 2009 – Actor, Greg Grunberg, star of shows such as Heroes, Felicity, and Alias, and leader of Band From TV, unveils Talk About It today. TalkAboutIt.org is a new star-studded Web site created to educate the world about seizures and epilepsy on behalf of the 50 million people around the globe, who are coping with the condition, including his oldest son.
TalkAboutIt.org features celebrities of television, film and music talking about epilepsy awareness and proper seizure first aid.
Grunberg collaborated with the Epilepsy Foundation and its professional advisory board of epilepsy experts to create the medical presentations on the site, and ensure the most accurate and timely information is available to site visitors.
The site also features an online community where the public can post videos, photos, stories and make other creative contributions highlighting their participation in fulfilling the Talk About It Promise to raise awareness and end the misperceptions about people with epilepsy in communities throughout America and around the globe.
“Being the parent of a child with epilepsy can be such a lonely feeling,” Said Grunberg. “Going through the process of finding any way you can to make your child better is complicated and draining. But, what we found even more emotionally devastating was how society reacted to people with epilepsy. Most people don’t know what epilepsy is, what to do when someone has a seizure, or how they should respond when they hear someone has epilepsy. I created Talk About It.org so parents of children with epilepsy – anyone with epilepsy – will not feel isolated or afraid ever again. I am so excited and thankful so many of my friends joined me to spread the Talk About It Promise.”
Grunberg’s ALIAS co-star Jennifer Garner, Grammy-winning artist John Mayer and the entire HEROES cast are among the celebrities helping fulfill the Talk About It Promise.
“Greg Grunberg has been a strong advocate for our community and has helped significantly in bringing epilepsy out of the shadows.” said Eric Hargis, President and CEO of the Epilepsy Foundation “Now, with Talk About It.org, Greg has brought together dozens of celebrity friends and helped provide a platform for everyone –with or without epilepsy – to literally talk about it. I believe that with TalkAboutIt.org and other Epilepsy Foundation resources nationally and locally, we are at the tipping point to end the stigma around epilepsy and seizures.”
About Epilepsy When a person has two or more unprovoked seizures, they have epilepsy, which affects 3 million people in the United States and 40 to 50 million people worldwide. This year, another 200,000 people in our country will be diagnosed with epilepsy. To date, there is no known cure.
About Greg Grunberg Greg Grunberg, whose oldest son has seizures, has been a vigorous advocate for epilepsy awareness on the national stage and in the Los Angeles area. Grunberg serves as spokesperson for the Epilepsy Foundation’s annual National Walk for Epilepsy in Washington, DC. He also is an active supporter of the Pediatric Epilepsy Project at UCLA and of Rush University Medical Center in Chicago. Grunberg is best known for starring roles on the television series ‘Felicity,’ ‘ALIAS,’ and currently on ‘Heroes.’
About the Epilepsy Foundation The Epilepsy Foundation is a nonprofit organization with the goal of ensuring that people with seizures are able to participate in all life experiences, and works to prevent, control and cure epilepsy through services, education, advocacy and research. For more information, visit www.EpilepsyFoundation.org.
Wednesday, June 17, 2009
Word Of Mom: Good + Bad Buzz
by Lolita Carrico, Wednesday, June 17, 2009, 1:00 PM
Good ol' fashioned sampling campaigns -- which put products directly in the hands of influencers for feedback and buzz -- have made a resurgence, thanks to savvy, new methods that target consumers via online communities, social media agencies and dedicated services. Even in a dismal advertising climate, eMarketer expects social media and word-of-mouth spending to increase by 17% in 2009 because such tactics can prove ROI friendly with greater engagement and reach than traditional media.
Programs like Psst, VocalPoint and ModernMom.com's Mom Tested empower consumers to try products and share their feedback -- whether negative or positive -- for their peers to consult before making a purchase.
So, why would a marketer take the chance of being panned by an influential target market in a mass forum? One word: authenticity. According to a recent eMarketer report, 50% of moms find online reviews from "others like me" to be a valuable source of information. One glowing review or a slew of positive comments lacks substance while, a majority of honest compliments among a few criticisms brings authenticity and is worth the risk.
Glenn Williams, a manager for P&G's Mr. Clean brand has gladly offered products for review to online users. "The reason we did it," he said, "is that we look at products like our Mr. Clean Magic Eraser and we know that the best influencer for the purchase of that is a peer. We wanted to get mom peers talking about the product."
So, how do marketers get involved in effective sampling and word of mouth campaigns? Some pointers:
1. Target the recipients of your product: You know your product best and who should test it. Determine a clear set of demographics and psychographics to fine tune your sample list against. Deploy a custom survey to further fine tune recipients if necessary. The key here is not to control the group, but place the product in hands of likely consumers. Target wisely: Don't send cheeseburger offers to vegans.
2. Look for a partner with an engaged community: Sites that offer reviews but lack consistent repeat traffic for other content and community lack engagement. Ideally, you want to look for readers who are connected to their peers and trust their opinions within a community that they are active in.
3. Continue to engage with your influencers: Consider making some consumers from these tests your product evangelists -- whether they offer feedback to you directly on occasion, or participate consistently on your brand site or continue to spread the word to potential consumers. "Real" consumers who believe in your product and can offer an honest voice -- though careful to disclose any relationships or compensation -- can prove to be highly effective.
Word of mouth strategies are effective on many levels. The key is to be authentic in your outreach and expect authentic feedback in return.
How did P&G's Williams feel about a few negative reviews of the Mr. Clean Magic Eraser product?
"I was not disappointed that a small percentage of reviews were less than favorable," he says. "It only adds credibility. If all of them were favorable, well, that's not the real world."
Good ol' fashioned sampling campaigns -- which put products directly in the hands of influencers for feedback and buzz -- have made a resurgence, thanks to savvy, new methods that target consumers via online communities, social media agencies and dedicated services. Even in a dismal advertising climate, eMarketer expects social media and word-of-mouth spending to increase by 17% in 2009 because such tactics can prove ROI friendly with greater engagement and reach than traditional media.
Programs like Psst, VocalPoint and ModernMom.com's Mom Tested empower consumers to try products and share their feedback -- whether negative or positive -- for their peers to consult before making a purchase.
So, why would a marketer take the chance of being panned by an influential target market in a mass forum? One word: authenticity. According to a recent eMarketer report, 50% of moms find online reviews from "others like me" to be a valuable source of information. One glowing review or a slew of positive comments lacks substance while, a majority of honest compliments among a few criticisms brings authenticity and is worth the risk.
Glenn Williams, a manager for P&G's Mr. Clean brand has gladly offered products for review to online users. "The reason we did it," he said, "is that we look at products like our Mr. Clean Magic Eraser and we know that the best influencer for the purchase of that is a peer. We wanted to get mom peers talking about the product."
So, how do marketers get involved in effective sampling and word of mouth campaigns? Some pointers:
1. Target the recipients of your product: You know your product best and who should test it. Determine a clear set of demographics and psychographics to fine tune your sample list against. Deploy a custom survey to further fine tune recipients if necessary. The key here is not to control the group, but place the product in hands of likely consumers. Target wisely: Don't send cheeseburger offers to vegans.
2. Look for a partner with an engaged community: Sites that offer reviews but lack consistent repeat traffic for other content and community lack engagement. Ideally, you want to look for readers who are connected to their peers and trust their opinions within a community that they are active in.
3. Continue to engage with your influencers: Consider making some consumers from these tests your product evangelists -- whether they offer feedback to you directly on occasion, or participate consistently on your brand site or continue to spread the word to potential consumers. "Real" consumers who believe in your product and can offer an honest voice -- though careful to disclose any relationships or compensation -- can prove to be highly effective.
Word of mouth strategies are effective on many levels. The key is to be authentic in your outreach and expect authentic feedback in return.
How did P&G's Williams feel about a few negative reviews of the Mr. Clean Magic Eraser product?
"I was not disappointed that a small percentage of reviews were less than favorable," he says. "It only adds credibility. If all of them were favorable, well, that's not the real world."
Wednesday, June 10, 2009
JOIN ME, ELECTROLUX AND KELLY RIPA IN GETTING COOL FOR A CAUSE
Please visit my lemonade stand and help support the Ovarian Cancer Research Fund. When you buy a virtual glass of lemonade, 100% of the proceeds will go to OCRF to support research to find a cure, and you will be entered for a chance to win a new French Door Refrigerator with Perfect Temp Drawer™ from Electrolux. Plus, for every lemonade stand opened, Electrolux will donate $1 to OCRF*.
Every effort helps in the fight against ovarian cancer. I hope that you will join our campaign!
Stephanie
*As part of its lemonade stand campaign, for each stand opened, Electrolux will donate $1 to OCRF (with a minimum of 10k and a maximum of 15k)
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