Sheila dowd

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  • Founded out of need…Clever Girls beginningsEarly days – product was thrown at you with no expectationBrands need a guide on the inside + Bloggers needed a way to monetize their content and formalize relationships with brandsDooce, Tech Mama, Mom 101….lots of mid size to long tail bloggers
  • In a perfect world – your marketing/PR team has plan for all three of theseBloggers can do it all Old SpiceExamples:Disneyland and Disneyworld – REALTIONSHIP building, trips, conference,
  • Federated and glam logoCGC logoBig Fuel
  • Country Crock Thanksgiving Vegetable Dishes – 50 pinners#HolidayVeggies52Pins; XX RepinsXX Likes1,285followersSocial actions = # of likes +repins
  • The goal is GOOD Shareable contentNot page views, # of postsEXAMPLE: Cool Whip + HanesContent is fire. Social Media is gasoline.Good bloggers know how to promote their workYou can help too
  • Sheila dowd

    1. 1. Oh the Places You’ll Go…Understanding the LandscapeSheila Bernus DowdMamaBear Conference: May 2013
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    4. 4. Mom Bloggers Can and Do DO it ALL!EarnedMediaOwnedMediaPaidMedia4Source: "The Converged Media Imperative: How Brands Must Combine Paid, Owned & Earned Media" Altimeter Group (July 19, 2012)ConvergedMediaPromotedBrandContentSponsoredCustomerBrands thatAsk forSharedOrganicPress CoverageCorporateContentTraditionalAdsThe Convergence of Paid, Owned & Earned Media
    5. 5. 5PR/DigitalFirmsContentMarketingMediaAd BuySelf ServicePlatformsInHouseWho is really doing all the work?The Blogger Outreach Ecosystem
    6. 6. 6During this six-month program:• Collected video applications• Selected 20 potential members• Ubisoft made final selection of 6 individuals /groups• Selected bloggers have aggregate impressionof 88,182*Updated Ubisoft campaign results:• 35 blog posts• 21 YouTube videos• 64 Facebook posts• 87 Tweets• 6 Google+ posts• 53 PinsJust Dance Just Sweat Dream Team: Case StudyMembers of the Dream Team used Just Dance as a part of theirregime to reach their fitness and/or weight-loss goalsTOTAL PROGRAM BLOGIMPRESSIONS: 529,092** According to Clever Girls Collective data and Complete.com
    7. 7. 7Just Dance Just Sweat Dream Team: Case StudyBest of Video Reviews
    8. 8. 8Content is KING!Sample Blog Postswww.brockpaperscissorsblog.comwww.cupcakesandcutlery.com
    9. 9. 9Content is KING!Sample Tweets / Comments
    10. 10. 10Data gathered by PinReach.comTOTAL REPINS: 882http://pinterest.com/clevergirlscoll/cool-whip-everyday-desserts/COOL WHIP Everyday Desserts: Case StudyParticipants pinned many of the bloggers’ desserts on Pinterest,increasing COOL WHIP Whipped Topping’s exposure
    11. 11. CleverGirlsCollective.comSheila@CleverGirlsCollective.com(408) 691-3309: xiaolinmama: CleverGirlsColl: CleverGirlsCollectiveThank You!THANK YOU!

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