Recently I arranged for 40 “Mom bloggers” to review a new an innovative product. Though the idea of having your product reviewed in such a public way might be intimidating to some, it’s a strategic decision that can help build credibility from the most trusted of sources, real people. I encourage you to read the following article from the Media Post Engage: Moms e-newsletter on this topic.
Word Of Mom: Good + Bad Buzz
By Lolita Carrico, Source: Engage Moms E-Newsletter June 17, 2009 (Media Post)
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.”
June 21st, 2009
By Maria Bailey Wednesday, May 27, 2009, Source: Engage: Moms Media Post E-newsletter
A lot has been written about “mommy bloggers” — a term, by the way, that most moms who blog dislike. Marketers clamor to sites with trips, product samples and incentives by the thousands. Rightfully so, marketers recognize the powerful influence these women have on their peers. It is a 180-degree move in the right direction and a long way from where companies were when Marketing to Moms was published a decade ago.
However, there is risk involved in extremes, and focusing too narrowly on mom bloggers as your moms strategy can be dangerous. Before I go any further, I want to say that I believe wholeheartedly in the power of mom bloggers. In fact, I proudly count myself among the population of mom bloggers. But beyond being a blogger, I am a mom Vlogger, a Mom Tweeple, a Mom Webmaster, and a Mom Podcaster.
Successful marketing in any segment of consumers requires an integrated approach of delivering relevant messages through multiple channels of communication. It is no different in the mom market. Marketers solely focusing their efforts on mom bloggers not only execute a partial marketing plan, but also miss two-thirds of the overall U.S. mom market.
Consider the numbers. Respected social media groups estimate between 23 million and 26 million moms are in the blogosphere. Sounds like a huge group; however, according to the U.S. Census Bureau, there are 83 million moms in our country. This means that only about one-third of all U.S. moms participate in blogging. If marketers are speaking to mothers only via bloggers, they are leaving two-thirds of their target audience untouched. To be successful, marketers must utilize a variety of channels to create a meaningful dialogue with mothers:
1. Video and Vlogging: According to BSM Media research, 90% of mothers have watched an online video in the past week. Yahoo says it’s even higher. Moms visiting Newbaby.com, www.newbaby.com, a YouTube for moms, view 11-15 videos per session and they currently have over 500 mom Vloggers. Video is fun, and a mom can watch a three-minute solution-based video while cooking chicken tenders. Brand videos don’t have to be fancy. They can even be B roll. Simply upload it to one of many mom video sites, or while you are sending product to bloggers, look for mom bloggers who do video.
2. In-Home Parties: Moms love to socialize and share. In-home parties or mom mixers are a great way to put your brand in the conversation. Moms invite their peers to share in themed gatherings that include product samples and fun activities. We’ve found that 80% of the moms who attend will tell three to five other moms about the sponsor brand. Another 10% will tell five to ten other mothers. That’s powerful word of mouth at work.
3. Radio and Podcasts: There is no other communication medium that keeps up with the pace of mothers better than radio. Moms spend up to 75 minutes a day in their cars with radio. Podcasting takes it even one step further because it allows moms to enjoy selected programs as they push strollers or shop for groceries. Producing a podcast allows a company to connect with moms on iTunes or other podcast directories. If you aren’t into broadcasting your own branded show, there are plenty of great Mom shows out there to sponsor.
Today’s mothers are carrying on hundreds of conversations a day and receiving information from numerous sources along the way. As a marketer, it’s important to establish a meaningful dialogue with your consumer through multiple channels — in blogs but also in their homes, in their cars and even face-to-face.
Note Upcoming Webinar:
Join Maria Bailey, author of Mom 3.0: Marketing With Today’s Mothers by Leveraging New Media and Technology and CEO of BSM Media for an hour-long interactive discussion with popular mom video bloggers as they share their enthusiasm for the latest social media trend- Vlogging.
In Mom 3.0, Maria Bailey predicts that vloggers will outnumber mommy bloggers by the end of 2009, as moms begin to see the ease of distributing and consuming information through video. Recent BSM Media research points to online video as the next preferred media among Moms. In fact, 82% of moms have watched 2 or more videos in the last week, versus 35% who have read blogs in the last week.
When: Tuesday, June 9th, 1:00 PM EST
Where: In the comfort of your office, conference room or the nearest Starbucks
(Log-in information to be provided after registration)
Who: A panel of social media Mom trailblazers who vlog regularly and influence other mothers via online video
Cost: $45.00
BSM Media Registration via PayPal, click here.
May 27th, 2009
