THE POWER OF WORD OF MOUTH: How To Build Hispanic Mom Brand Evangelists
By Cynthia Nelson, COO of Todobebé
It’s no big news that moms are word of mouth mavens. From the beginning of time, women
have been the communicators and the central point of all things home and family.
Luckily for advertisers, women have many facets (think diamond) that influence her ability to be
a sparkling evangelist for a particular brand, product or service. The role of wife, mother, sister,
aunt, chef, chauffeur maid, teacher, referee, family CFO, PTA volunteer, and nurse all play a
role in the products that she engages with at a particular life stage and how the success or
failure is communicated to her peers.
With the advances in technology, access to the Internet, and now the near blinding growth of
social networking, mom blogs, Twitter, etc., there are endless ways in which moms can talk
about and influence other moms about your brand.
In our most recent study which included over 10,000 Hispanic moms with children 0-5 in the
home, over 50% of them said that they reach out to friends and family for advice – this means
they are having daily conversations about what products to buy, what works as a parent, what
doesn’t and where to find the brands, products and services that meet her family needs.
If you are interested in developing Hispanic mom evangelists, below are valuable tips to finding
Be Careful of What You Ask, You Might Not Like the Answer
Opening up your brand to consumer-to-consumer comments, blogs, forums, questions and
comments is a scary and daunting task for most brands. Many times, we’ve drunk so much of
our own Cool Aid – meaning that we think our brand, product or service is already amazing, we
are not really ready to hear negative comments or air any dirty laundry in public.
One way to prepare your company for some potentially uncomfortable moments is develop a
Social Media Strategy. The first thing to understand is that it is not the technology that you
should be concerned about – be it Facebook, Twitter, email, your own forum, call center or other
method of consumer interaction – but rather what as a brand you really want to get out of the
conversation. And, to many brands, this means that engagement and a skin in the game from
not only marketing, but also technology/development, R&D, Sales and Operations must be
engaged and share a vested interest in understanding and being part of the strategy.
Developing a solid strategy includes not only definition of the target consumer, but also testing
and measurement criteria and takes time, energy and leadership. Like social networking itself,
your Social Media Strategy is a multi-layered and fluid community of key decision makers,
influencers, and lots of players on the bench. It is also not a one time, linear event – if you are
lucky it will evolve, grow, fail, change and continue to morph over time.
Ready, Set, Engage.
Step One - go fish where the fish are. The ability to quickly identify and leverage consumers
who are already listening to you and are engaged in your brand is vital to starting up the
Step Two - get personal. Rather than starting the first engagement about the brand itself, it is
much more valuable to position the conversation around the life stage or facet of life where she
engages with the brand. Think of it as consumer dating.
Some examples of appropriate consumer dating could include:
• Interact with her where she lives – Twitter, Facebook, whatever. Where she lives is
where you should live with her. This may mean that your social strategy has different
types of moms engaged at different times and with different points of view.
• Be crystal clear about your relationship’s intentions. Define what you are looking for
from her, how long it will take, and what she may receive as part of the interaction
• Always acknowledge her issues with your brand quickly and honestly. You don’t need to
provide a solution but rather just a channel for her to open up and share.
Happy Moms Make Good Evangelists
Building a loyal, viral and active mom evangelist happens over time. By putting mom in the
driver’s seat, you’ll gain valuable insights into her habits while placing your brand in the
discussion. Keep these tips in mind:
• Continue the relationship as you come out with new products or work on new campaigns
to ensure relevant messages and continued trust.
• Offer giveaways for moms and those who they influence (friends, family, their social
• Make sure all conversations speak to not at your moms to keep them coming back for
• Listen, listen, and listen. Repite por favor.