BLOGGING FOR DOLLARS: How to turn Bloggers into Brand Ambassadors and  Buzz into Bucks  PLAYCON May  5, 2011
WHO ARE WE? Mom Marketing Specialists since 1988!
WHO HAVE  WE  HELPED?
<ul><li>WHAT MAKES US DIFFERENT </li></ul><ul><li>A Unique Combination </li></ul><ul><li>Moms + </li></ul><ul><li>Public R...
<ul><ul><li>HOW WE WORK WITH BLOGGERS </li></ul></ul><ul><li>Social Media Communications </li></ul><ul><li>2010  Social Me...
<ul><li>YOUR EXPERIENCE </li></ul>
<ul><li>THE NEXT HOUR </li></ul><ul><li>Research </li></ul><ul><li>Best Practices </li></ul><ul><ul><li>How and where to b...
<ul><li>RESEARCH </li></ul><ul><li>Childs’ Play Communications/NPD Group </li></ul><ul><li>&quot; Social Media Moms:  How ...
<ul><li>CHILD’S PLAY/NPD GROUP RESEARCH </li></ul><ul><li>79% of all moms with children under 18 are involved in social me...
<ul><li>CHILD’S PLAY/NPD GROUP RESEARCH </li></ul><ul><li>55% reported their purchasing decision was  influenced by a pers...
<ul><li>ADDITIONAL RESEARCH </li></ul><ul><li>3.9 million moms blog* </li></ul><ul><li>Mom bloggers vs. all moms in social...
<ul><li>HOW TO GET STARTED </li></ul>
<ul><li>STRATEGY! </li></ul>
<ul><li>STRATEGIC PLAN </li></ul><ul><li>Objectives </li></ul><ul><li>Target audience </li></ul><ul><li>Target media </li>...
<ul><li>OBJECTIVES </li></ul>
<ul><li>OBJECTIVES </li></ul><ul><li>Generate buzz/Increase awareness </li></ul><ul><li>Improve brand image </li></ul><ul>...
<ul><li>MESSAGES </li></ul>
<ul><li>MESSAGES </li></ul><ul><li>Product features and benefits </li></ul><ul><li>One of a kind </li></ul><ul><li>Best ch...
<ul><li>TARGET AUDIENCE </li></ul>
<ul><li>TARGET AUDIENCE </li></ul><ul><li>Types of moms </li></ul><ul><li>Boys, girls </li></ul><ul><li>Ages </li></ul><ul...
<ul><li>TARGET MEDIA </li></ul>
<ul><li>MOM BLOGGERS  </li></ul><ul><li>OR MOMS WHO BLOG? </li></ul><ul><li>Personal/Parenting blogs </li></ul><ul><li>Rev...
<ul><li>WHERE  DO I FIND THE RIGHT MOMS? </li></ul>
<ul><li>WHERE DO I FIND THE RIGHT MOMS? </li></ul><ul><li>3.9 million </li></ul><ul><li>Google </li></ul><ul><li>Top Mom B...
<ul><li>WHAT SHOULD I BE LOOKING FOR? </li></ul><ul><li>Influence! </li></ul>
<ul><li>WHAT SHOULD I BE LOOKING FOR? </li></ul><ul><li>Numbers  </li></ul><ul><ul><li>Blog, twitter, Facebook </li></ul><...
<ul><li>WHAT SHOULD I BE LOOKING FOR? </li></ul><ul><li>PR Friendly </li></ul><ul><ul><li>About section </li></ul></ul><ul...
<ul><li>WHAT SHOULD I BE LOOKING FOR? </li></ul><ul><li>Visibility </li></ul><ul><ul><li>Speakers, attending </li></ul></u...
<ul><li>You’ve found the right bloggers… </li></ul><ul><li>Now what? </li></ul><ul><li>What has worked for you? </li></ul>
<ul><li>BEST PRACTICES </li></ul>
Candice Broom Mom Most Traveled Kimberly Coleman Mom In the City  Jill Berry Musings from Me
<ul><ul><li>WHAT TO DO </li></ul></ul><ul><li>Read </li></ul><ul><li>Comment </li></ul><ul><li>Personalize pitch </li></ul...
Candice Broom Mom Most Traveled Kim Coleman Mom In the City WHAT NOT TO DO
<ul><li>WHAT NOT TO DO </li></ul><ul><li>Call them mommy blogger </li></ul><ul><li>Expect them to write about everything y...
<ul><li>WHAT NOT TO DO </li></ul><ul><li>Tell them exactly what you want them to write </li></ul><ul><li>Tell them where t...
<ul><li>WHAT MOM BLOGGERS REALLY WANT </li></ul>
WHAT MOM BLOGGERS REALLY WANT Jill Berry Musings From Me
Kim Coleman Mom In the City Candice Broom Mom Most Traveled WHAT MOM BLOGGERS REALLY WANT
<ul><li>WHAT MOM BLOGGERS REALLY WANT </li></ul><ul><li>Relationships! </li></ul><ul><li>And eventually, money… </li></ul>
<ul><li>WHAT MOM BLOGGERS REALLY WANT </li></ul><ul><li>Continued contact </li></ul><ul><li>A thank you! </li></ul><ul><li...
<ul><li>WHAT MOM BLOGGERS REALLY WANT </li></ul><ul><li>Twitter parties </li></ul><ul><li>Advisory board </li></ul><ul><li...
<ul><li>MEASUREMENT </li></ul><ul><li>Number of posts, tweets, Facebook postings </li></ul><ul><li>Number moms reached  </...
<ul><li>CRISIS! </li></ul>
<ul><li>CRISIS </li></ul><ul><li>They don’t post </li></ul><ul><li>They post something inaccurate </li></ul><ul><li>They p...
<ul><li>CONCLUSION </li></ul><ul><li>Social media – mommy bloggers – significantly impact moms’ purchasing decisions </li>...
<ul><li>YOUR TURN </li></ul><ul><li>Draft a strategic plan </li></ul>
<ul><li>QUESTIONS??? </li></ul>
Thank You! Contact: Stephanie Azzarone, Child’s Play Communications (212) 488-2060 x 11,  [email_address] Childsplaypr.com...
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Play con 2011 final

  1. 1. BLOGGING FOR DOLLARS: How to turn Bloggers into Brand Ambassadors and Buzz into Bucks PLAYCON May 5, 2011
  2. 2. WHO ARE WE? Mom Marketing Specialists since 1988!
  3. 3. WHO HAVE WE HELPED?
  4. 4. <ul><li>WHAT MAKES US DIFFERENT </li></ul><ul><li>A Unique Combination </li></ul><ul><li>Moms + </li></ul><ul><li>Public Relations </li></ul><ul><li>Word of Mouth </li></ul><ul><li>Social Media </li></ul>
  5. 5. <ul><ul><li>HOW WE WORK WITH BLOGGERS </li></ul></ul><ul><li>Social Media Communications </li></ul><ul><li>2010 Social Media Innovator of the Year </li></ul><ul><li>Proprietary Programs </li></ul><ul><ul><ul><ul><li>Team Mom™ </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Parkbench Panel </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Bloggers Brunch </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Bloganthropy Awards </li></ul></ul></ul></ul>
  6. 6. <ul><li>YOUR EXPERIENCE </li></ul>
  7. 7. <ul><li>THE NEXT HOUR </li></ul><ul><li>Research </li></ul><ul><li>Best Practices </li></ul><ul><ul><li>How and where to begin </li></ul></ul><ul><ul><li>How to choose the mom bloggers to target </li></ul></ul><ul><ul><li>Do’s and don’ts </li></ul></ul><ul><ul><li>What mom bloggers really want </li></ul></ul><ul><ul><li>Creative ways to turn bloggers into ambassadors </li></ul></ul><ul><ul><li>Case studies </li></ul></ul><ul><ul><li>Measurement </li></ul></ul><ul><ul><li>Crisis communications </li></ul></ul><ul><ul><li>Hear from mom bloggers </li></ul></ul><ul><li>Strategic Plan </li></ul>
  8. 8. <ul><li>RESEARCH </li></ul><ul><li>Childs’ Play Communications/NPD Group </li></ul><ul><li>&quot; Social Media Moms: How Networking Impacts Purchasing Behaviors” </li></ul>
  9. 9. <ul><li>CHILD’S PLAY/NPD GROUP RESEARCH </li></ul><ul><li>79% of all moms with children under 18 are involved in social media </li></ul><ul><li>23% have made a purchasing decision based on social media recommendations </li></ul><ul><li>43% of moms active in social media daily reported purchasing due to social media recommendation </li></ul>
  10. 10. <ul><li>CHILD’S PLAY/NPD GROUP RESEARCH </li></ul><ul><li>55% reported their purchasing decision was influenced by a personal or review blog </li></ul><ul><li>40% by Facebook </li></ul><ul><li>Purchased children’s product average of 5x in past year </li></ul><ul><li>No. 1 item purchased: apparel (34%) </li></ul><ul><li>No. 2 item purchased: toys (33%) </li></ul>
  11. 11. <ul><li>ADDITIONAL RESEARCH </li></ul><ul><li>3.9 million moms blog* </li></ul><ul><li>Mom bloggers vs. all moms in social media make up 16% of the audience, but are responsible for 67% of the influence** </li></ul><ul><li>*eMarketer </li></ul><ul><li>**BabyCenter </li></ul>
  12. 12. <ul><li>HOW TO GET STARTED </li></ul>
  13. 13. <ul><li>STRATEGY! </li></ul>
  14. 14. <ul><li>STRATEGIC PLAN </li></ul><ul><li>Objectives </li></ul><ul><li>Target audience </li></ul><ul><li>Target media </li></ul><ul><li>Target messages </li></ul><ul><li>Measurement </li></ul>
  15. 15. <ul><li>OBJECTIVES </li></ul>
  16. 16. <ul><li>OBJECTIVES </li></ul><ul><li>Generate buzz/Increase awareness </li></ul><ul><li>Improve brand image </li></ul><ul><li>Greater SOV </li></ul><ul><li>SEO rank </li></ul><ul><li>Drive to Web site </li></ul><ul><li>Drive to retailer </li></ul><ul><li>Generate sales </li></ul>
  17. 17. <ul><li>MESSAGES </li></ul>
  18. 18. <ul><li>MESSAGES </li></ul><ul><li>Product features and benefits </li></ul><ul><li>One of a kind </li></ul><ul><li>Best choice for you </li></ul><ul><li>“ Go here” </li></ul>
  19. 19. <ul><li>TARGET AUDIENCE </li></ul>
  20. 20. <ul><li>TARGET AUDIENCE </li></ul><ul><li>Types of moms </li></ul><ul><li>Boys, girls </li></ul><ul><li>Ages </li></ul><ul><li>U.S./Canada </li></ul>
  21. 21. <ul><li>TARGET MEDIA </li></ul>
  22. 22. <ul><li>MOM BLOGGERS </li></ul><ul><li>OR MOMS WHO BLOG? </li></ul><ul><li>Personal/Parenting blogs </li></ul><ul><li>Review blogs </li></ul><ul><li>Topical </li></ul>
  23. 23. <ul><li>WHERE DO I FIND THE RIGHT MOMS? </li></ul>
  24. 24. <ul><li>WHERE DO I FIND THE RIGHT MOMS? </li></ul><ul><li>3.9 million </li></ul><ul><li>Google </li></ul><ul><li>Top Mom Blogger Lists (Nielsen, Babble) </li></ul><ul><li>Aggregators </li></ul><ul><li>So? </li></ul><ul><li>Time </li></ul><ul><li>Dig deep </li></ul>
  25. 25. <ul><li>WHAT SHOULD I BE LOOKING FOR? </li></ul><ul><li>Influence! </li></ul>
  26. 26. <ul><li>WHAT SHOULD I BE LOOKING FOR? </li></ul><ul><li>Numbers </li></ul><ul><ul><li>Blog, twitter, Facebook </li></ul></ul><ul><ul><li>Sweepstakes/giveaways/coupons </li></ul></ul><ul><ul><li>Consistency </li></ul></ul><ul><li>Tier level </li></ul><ul><li>Special interest </li></ul><ul><li>Frequency </li></ul><ul><li>Engagement </li></ul>
  27. 27. <ul><li>WHAT SHOULD I BE LOOKING FOR? </li></ul><ul><li>PR Friendly </li></ul><ul><ul><li>About section </li></ul></ul><ul><ul><li>Previous campaigns </li></ul></ul><ul><ul><li>Tone </li></ul></ul><ul><li>Quality </li></ul><ul><ul><li>Length and depth </li></ul></ul><ul><ul><li>Features & benefits </li></ul></ul><ul><ul><li>Personal </li></ul></ul><ul><ul><li>Photos, videos </li></ul></ul><ul><ul><li>Literate </li></ul></ul>
  28. 28. <ul><li>WHAT SHOULD I BE LOOKING FOR? </li></ul><ul><li>Visibility </li></ul><ul><ul><li>Speakers, attending </li></ul></ul><ul><ul><li>Traditional media </li></ul></ul>
  29. 29. <ul><li>You’ve found the right bloggers… </li></ul><ul><li>Now what? </li></ul><ul><li>What has worked for you? </li></ul>
  30. 30. <ul><li>BEST PRACTICES </li></ul>
  31. 31. Candice Broom Mom Most Traveled Kimberly Coleman Mom In the City Jill Berry Musings from Me
  32. 32. <ul><ul><li>WHAT TO DO </li></ul></ul><ul><li>Read </li></ul><ul><li>Comment </li></ul><ul><li>Personalize pitch </li></ul><ul><li>Authentic </li></ul><ul><li>Product they will care about </li></ul><ul><li>Giveaways and discount coupons </li></ul><ul><li>Targeted </li></ul><ul><li>Vet requests </li></ul>
  33. 33. Candice Broom Mom Most Traveled Kim Coleman Mom In the City WHAT NOT TO DO
  34. 34. <ul><li>WHAT NOT TO DO </li></ul><ul><li>Call them mommy blogger </li></ul><ul><li>Expect them to write about everything you send them </li></ul><ul><li>Expect them to write about it WITHOUT samples </li></ul><ul><li>Send them a sample without asking them first </li></ul><ul><li>Expect them to send back a sample whether you asked them first or not </li></ul>
  35. 35. <ul><li>WHAT NOT TO DO </li></ul><ul><li>Tell them exactly what you want them to write </li></ul><ul><li>Tell them where to post </li></ul><ul><li>Expect them to post on your blog </li></ul><ul><li>Make changes after they’ve posted </li></ul>
  36. 36. <ul><li>WHAT MOM BLOGGERS REALLY WANT </li></ul>
  37. 37. WHAT MOM BLOGGERS REALLY WANT Jill Berry Musings From Me
  38. 38. Kim Coleman Mom In the City Candice Broom Mom Most Traveled WHAT MOM BLOGGERS REALLY WANT
  39. 39. <ul><li>WHAT MOM BLOGGERS REALLY WANT </li></ul><ul><li>Relationships! </li></ul><ul><li>And eventually, money… </li></ul>
  40. 40. <ul><li>WHAT MOM BLOGGERS REALLY WANT </li></ul><ul><li>Continued contact </li></ul><ul><li>A thank you! </li></ul><ul><li>Merchandise their posts </li></ul><ul><li>Fabulous event </li></ul><ul><li>Behind the scenes tours/meetings </li></ul><ul><li>Expert/celebrity interview </li></ul><ul><li>Guest posts </li></ul>
  41. 41. <ul><li>WHAT MOM BLOGGERS REALLY WANT </li></ul><ul><li>Twitter parties </li></ul><ul><li>Advisory board </li></ul><ul><li>Content </li></ul><ul><li>Blogger Ambassadors </li></ul><ul><li>Sponsorships </li></ul><ul><li>Support a cause </li></ul><ul><li>Home events </li></ul><ul><li>Advertising </li></ul>
  42. 42. <ul><li>MEASUREMENT </li></ul><ul><li>Number of posts, tweets, Facebook postings </li></ul><ul><li>Number moms reached </li></ul><ul><li>Web site traffic </li></ul><ul><li>SEO </li></ul><ul><li>SOV </li></ul><ul><li>Sentiment </li></ul><ul><li>Sales </li></ul>
  43. 43. <ul><li>CRISIS! </li></ul>
  44. 44. <ul><li>CRISIS </li></ul><ul><li>They don’t post </li></ul><ul><li>They post something inaccurate </li></ul><ul><li>They post something negative </li></ul><ul><li>They post something REALLY negative </li></ul><ul><li>Be prepared! </li></ul>
  45. 45. <ul><li>CONCLUSION </li></ul><ul><li>Social media – mommy bloggers – significantly impact moms’ purchasing decisions </li></ul><ul><li>To be successful, identify the right bloggers for your goals </li></ul><ul><li>Approach them properly </li></ul><ul><li>Measure results </li></ul><ul><li>Have a crisis communications plan ready…just in case! </li></ul>
  46. 46. <ul><li>YOUR TURN </li></ul><ul><li>Draft a strategic plan </li></ul>
  47. 47. <ul><li>QUESTIONS??? </li></ul>
  48. 48. Thank You! Contact: Stephanie Azzarone, Child’s Play Communications (212) 488-2060 x 11, [email_address] Childsplaypr.com MomMarketTrends.com Facebook.com/ChildsPlayCommunications @ChildsPlayComm

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