The one-day summit, held in Bentonville and attended by more than 150 people, including representatives from major corporations, aimed to connect businesses with moms who blog. These so-called “mommy bloggers” are an influential community of passionate writers and devoted followings. It’s not surprise businesses want to reach them.
Today, Ghidotti shares her impressions of the event, as well as some tips she picked up from some of the sessions. You can follow Ghidotti on Twitter at @Ghidotti.
By Natalie Ghidotti
So, I’m a mom, but not a blogger — yet. The recent Mind of Moms conference piqued my interest because:
1) I’m a mom, and I love helping clients better understand moms, and
2) The “mommy blogger”” truly intrigues me, and I want to know more.
So what about these “mommy bloggers?” Do they blog in their pajamas with a baby on their hip? Do they dish on every bad experience they have with a product? Do they have readership beyond best friends? Are other moms, like myself, reading these blogs and choosing Colgate toothpaste because @momadvice or @dealseekingmom told her to?
I got all these answered and more at Tuesday’s one-day conference. The fact is, for consumer marketers, these “mommy bloggers” (a name some of them aren’t fond of) are an important group. They reach a coveted group of busy moms who make all the purchasing decisions in the home. Moms are the ones choosing which coffee to brew and which laundry detergent to use on that next load.
Rules of Engagement
With that in mind, companies are on a quest to determine how to best engage these mom bloggers with their brands. As a former print journalist, I was surprised to find out that the rules of engagement with these bloggers is quite different than when reaching out to traditional journalists.
After the jump, a few things for companies to keep in mind when “pitching” mom bloggers on your brand.
Don’t go “hog wild.” Keep your business objectives in mind and find the right blogger for the job. That means identify partners who fit your brand. Just because the blogosphere is a new space, doesn’t mean you need to lose your brand objectives and values.
Remember, for many of these bloggers, this is a business. That means things such as “sponsored conversation” (financial compensation) are pretty common. Because these mommy bloggers have such loyal readers, they can easily turn other moms (and even some dads) onto your brand. Think about signing a blogger on as a spokesperson who then blogs about your product gives away your product to her readers (@momadvice is a Kenmore spokesperson).
You can send products to bloggers to review and write about, but don’t ask for the product back. Mommy bloggers are offended by that.
Junkets are pretty common with this group. Feel free to invite mommy bloggers to experience your brand on location, but make sure you relay expectations up front. And don’t forget to have the right tech accommodations (WiFi, lots of outlets to plug in those laptops and comfortable places to nurse – we are talking mommies here!).
Do your research. When deciding on potential blogger partners, check their reach by researching their blog on Compete, Quantcast, Alexa or Technorati. Also, how many Twitter followers do they have, and how many Facebook fans? But be warned: High traffic numbers don’t guarantee influence, and certainly not respect.
Go beyond that initial pitch. Build an ongoing relationship. Social media isn’t about a three-month campaign. It’s a community!
A positive review is not guaranteed, even if you’re paying that blogger.
Think contests and giveaways. What mommy bloggers enjoy most is getting their readers in on the deal action.
The mommy blogosphere is a “big small town,” according to @barabarajones. Be respectful of all; they share all kinds of information!
There’s so much more I learned and hope to share in the future. But for now, check out this great archive of more than 1,000 tweets from #mindofmoms, thanks to @BradLawless. I think only half of those tweets are mine.
Filed under: business, Internet, Media, tips | Tagged: advice, Alexa, blogging, branding, Colgate, companies, Compete, Facebook, Ghidotti Communications, Internet, journalism, Kenmore, marketing, Mind of Moms, mom bloggers, Natalie Ghidotti, online, Oprah, public relations, Quantcast, Technorati, tips, traffic, Twitter, Web |