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Cecily of UppercaseWoman discusses the Momosphere and best practices for pitching to that community.

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  1. 1. Demystifying the Momosphere How to Navigate this Marketing Resource
  2. 2. Why Do Mom Bloggers Matter? <ul><li>53% of women participate in social media 2-3x week </li></ul><ul><li>79 Million US women on line </li></ul><ul><li>- 75% on Facebook </li></ul><ul><li>- 55% blogging and reading blogs </li></ul><ul><li>- 40% forums, message boards </li></ul><ul><li>- 16% Twitter </li></ul><ul><li>60% of women in social media are married </li></ul><ul><li>44% have children at home </li></ul><ul><li>50% have an income over $75,000 a year </li></ul>Source: 2009 Women & Social Media Study by BlogHer, iVillage, and Compass Partners,
  3. 3. Purchasing Power of Women <ul><li>• $0.82 of every dollar spent in the US is by women making family purchasing decisions </li></ul><ul><li>• Women make majority of purchasing decisions including cars, appliances, and other big ticket items </li></ul>
  4. 4. How Women Make Purchasing Decisions <ul><li>62% compare prices online </li></ul><ul><li>48% research products online </li></ul><ul><li>Significantly more likely to make purchase after reading peer review of product </li></ul><ul><li>85% proceed with purchase if peer recommended product online </li></ul>
  5. 5. Categories of Mom Bloggers
  6. 6. List of Some Mom Blogging Types <ul><li>memoir </li></ul><ul><li>humor </li></ul><ul><li>lifestyle </li></ul><ul><li>design </li></ul><ul><li>review </li></ul><ul><li>coupon/frugal </li></ul><ul><li>personal finance </li></ul><ul><li>political </li></ul><ul><li>academic </li></ul><ul><li>LGBTQ </li></ul><ul><li>special needs </li></ul><ul><li>disabled </li></ul><ul><li>social media </li></ul><ul><li>literary </li></ul><ul><li>gardening </li></ul><ul><li>technology </li></ul><ul><li>fashion </li></ul><ul><li>homeschooling </li></ul><ul><li>religious </li></ul><ul><li>singlemom </li></ul><ul><li>sex </li></ul><ul><li>food </li></ul><ul><li>advice </li></ul><ul><li>craft/artist </li></ul><ul><li>business </li></ul><ul><li>vlogging </li></ul><ul><li>podcasters </li></ul><ul><li>multiples </li></ul><ul><li>health </li></ul><ul><li>diet </li></ul><ul><li>travel </li></ul><ul><li>attachment parenting </li></ul><ul><li>breastfeeding </li></ul><ul><li>natural birth advocacy </li></ul>
  7. 7. How Do You Pitch Mom Bloggers? <ul><li>Pick Target Group </li></ul><ul><li>Select Goals </li></ul><ul><ul><li>Links </li></ul></ul><ul><ul><li>Media Buys </li></ul></ul><ul><ul><li>Product reviews/giveaways </li></ul></ul><ul><ul><li>Content Driven projects </li></ul></ul><ul><ul><li>Party hosting </li></ul></ul><ul><ul><li>Personal appearances </li></ul></ul><ul><ul><li>Brand Ambassadors </li></ul></ul>
  8. 8. Best Practice: Hire a Mom Blogger <ul><li>Why? </li></ul><ul><li>Hiring a mom blogger does the following: </li></ul><ul><li>• inspires trust </li></ul><ul><li>• grants access </li></ul><ul><li>• improves blogger relations </li></ul><ul><li>• cuts down on research time </li></ul>
  9. 9. Use an Intermediary <ul><li>Lots of agencies already exist with mom blogger networks. </li></ul><ul><li>• Global Influence </li></ul><ul><li>• Mom Central </li></ul><ul><li>• Mom Select </li></ul><ul><li>• Federated Media </li></ul><ul><li>• Clever Girls Collective </li></ul><ul><li>• 3SmartGirlz </li></ul>
  10. 10. For Media Buys <ul><li>You can use existing ad networks </li></ul><ul><li>• BlogHer </li></ul><ul><li>• BlogAds </li></ul><ul><li>• Juicebox Jungle </li></ul><ul><li>• Federated Media </li></ul><ul><li>• Lifetime </li></ul><ul><li>Or you can buy ads directly from bloggers. </li></ul>
  11. 11. Direct Pitching <ul><li>• Generic Pitches </li></ul><ul><li>• Personalized Pitches </li></ul>
  12. 12. Successful Pitch <ul><li>Offers something to blogger </li></ul><ul><ul><li>Ad buy </li></ul></ul><ul><ul><li>Sample product </li></ul></ul><ul><ul><li>Fun event </li></ul></ul>
  13. 13. Stating the Obvious (don’t pitch meat products to vegetarians) <ul><li>Send the right pitch to the right people </li></ul><ul><li>Try to have a parent at least review pitch </li></ul><ul><li>Be warm, friendly, and polite </li></ul><ul><li>If blogger refuses, BE POLITE </li></ul><ul><li>Do not offer to provide content </li></ul>
  14. 14. How to Make a Pitch Fail <ul><li>Inappropriate pitch </li></ul><ul><li>Customized Form letter with wrong name </li></ul><ul><li>Require lots of work for a “chance” to win </li></ul><ul><li>Send bloggers press releases* </li></ul><ul><li>Insult blogger’s beliefs </li></ul><ul><li>*Exception is group review blogs </li></ul>
  15. 15. Mom Bloggers <ul><li>Can pay big dividends </li></ul><ul><li>Require TIME </li></ul><ul><li>Want to be treated as professionals </li></ul><ul><li>Want something for their time/effort </li></ul><ul><li>Can be amazing resource </li></ul>
  16. 16. Major Credit Card Pitch <ul><li>Hi Cecily, </li></ul><ul><li>I think your blog is amazing! I've grown particularly fond of the recipe section as I love to cook, and eat. Because we have this interest in food, I thought you may appreciate this deal. Since summer is almost over, I wanted to touch base with you to let you and your readers know about a way to spend less on Back to School shopping. </li></ul><ul><li>No matter what you and your readers are looking for, Credit Card Co. offers ways to save time and money. Shoppers in the market for Back to School  discounts should visit [site] for coupons and special deals such as saving $20 at Grocery Gateway or saving 20% at Belen Gift.It would be great if you could cover these Back to School offers in a blog post. </li></ul><ul><li>Please let me know if you have any questions. I look forward to hearing from you! </li></ul><ul><li>Best, </li></ul><ul><li>PR Person </li></ul><ul><li>Credit Card Outreach Team </li></ul>
  17. 17. Frozen Fish Company My name is PR Girl and I am writing on behalf of Frozen Fish Company. We’ve been following your blog and love your recipes and weekly meal plans. I know we're not the most &quot;foodie&quot; acceptable product, but when it comes to easy and quick weeknight dinners for mom's, FFC has some surprisingly awesome recipes. Because of this, we had an idea we wanted to run by you: Help FFC celebrate National Fish Taco Day (coming up on October 4). Would you be interested in helping us celebrate this “holiday” by: * Helping us educate your readers on the nutritional benefits of swapping traditional taco meat with fish. Did you know that eating two servings of seafood per week is associated with better heart, brain and eye health? * Posting information about FFC “Fish Taco Fiesta Challenge” where you and your readers can submit your favorite taco recipes for a chance to win a FREE trip to Mexico?! Visit for more information. * Providing your readers with tips on how they can host a Fish Taco Mexican Fiesta at home? * Posting unique fish taco recipes from FFC? * Participating in an online Q&A with Sylvia Klinger, R.D., about the nutritional value of fish? Or perhaps we could host a promotion exclusively for your readers? The FFC would be happy to provide product samples or coupons to give away to your readers. Interested? I’d love to hear from you and send you additional information. Thank you for your time! PR Girl
  18. 18. Maid Company Hey Casey, I have an idea for your blog as a guest post. Maid Company has some great tips about how to burn calories while cleaning the house. It’s a perfect solution for Mom’s with busy summer schedules. Let me know if you’re interested! I can also send photos. PR Girl Public Relations Firm
  19. 19. Pet Sitting Company Hi There - August is here, which means there’s only a few weeks left of summer break. Families everywhere are taking their last-minute summer vacations before heading back to school. For your followers, I wanted to suggest a blog post offering a discount on pet sitting services through Pet Sitting Service, the nation’s leader in pet sitting and dog walking – a wise alternative to asking the neighbors to watch your pet while you’re on vacation. All you have to do is post this link on your blog: When you click on it, you’ll see [large ugly photo widget] on the right and people can click to get their 10 percent off coupon for Pet Sitting services. In the meantime, pet lovers can also check out the Pet Sitting Fan Page on Facebook where for the next several months, there will be some great contests going on where fans can win prizes by uploading photos. Let me know what you think. Thanks! PR Rep
  20. 20. Obscure Travel Website Dear Moosh in Indy, We were really impressed with the level of content in your blog, Moosh in Indy. My name is PR Girl, the editor at Oscure Website. We have been blogging about travel, international, and family medicine for a few months now and we think it is about time to start reaching out to other passionate people. I would love to have one of our bloggers write a guest post for Moosh in Indy. If you have any topic or style guidelines for guest posts, send them my way. We want to make sure that all edits are made by us but we are more than happy to incorporate your feedback into our post. I am looking forward to talking with you more. PR Person Assistant Editor - Obscure Web Site
  21. 21. Pregnancy Book Company Hello, My name is PR Guy and I’m a member of the team at – the online version of the Pregnancy book series. I’ve been following your, and I’m impressed with what you’re doing. I think we share a similar audience and I’d like to figure out a way for us to work together. has the 2nd largest audience of pregnant women online, not to mention an entire bookshelf of bestselling books… We have a lot of resources and opportunities to help you. In the past, we’ve given our partners free books, banner space on our site, special promotions online – and we’re open to new ideas. Please let me know if you’re interested. You can reply back to this e-mail or feel free to call me directly at number. I hope to hear from you soon! PR Guy
  22. 22. Orange Juice Company Hi Cecily, With summer in full swing, many moms are looking for fun things to do with their children, as I'm sure you can attest to! OJC has just kicked off their annual Take a Stand campaign.The Take a Stand campaign challenges kids across the country to raise money for the charity of their choice through a good old fashion lemonade stand. This year, we are putting a fresh twist on the campaign by challenging kids to express their creativity and represent their charities by designing and creating their own lemonade stands. By posting their designs on OJC’s Facebook page, with their parents’ help, children can not only display their creativity, but also enter for the chance to increase their donations and win cash prizes. I know your boys may be a little too young for the contest, but we would love your help in getting the word out about the campaign and have provided a full press release below. If you should have any questions, please feel free to contact me at very big PR firm. I look forward to hearing of your interest! Cheers, PR Person