Illuminating the New Sphere of InfluenceStacy DeBroffMom Central ConsultingOctober 21, 2009

How Do You Create and Measure Powerful Engagement in a Digital World?

Return on Investment(ROI)Sphere of Influence(SOI)As Social Networks Proliferate, Conversations Shift.

Return on Investment (ROI) = A Numbers Game# of Page Views# of Coupons Downloaded# of Impressions# of Click-Through’s# of Site VisitorsHow does this measure successful drive to retail?

# of Page Views

# of Coupons Downloaded

Sphere of Influence (SOI)= Answers Elusive QuestionsWhat do consumers say about you?Where do they say it?Who listens to those conversations? Do consumers act on your recommendations?How extensive is your aggregate reach?How persuasive does your consumer audience consider you to be?

What do consumers say about you?

Where do they say it?

Who listens to those conversations?

Do consumers act on your recommendations?

How extensive is your aggregate reach?

How persuasive does your consumer audience consider you to be?

To Measure Mom Blogger Reach - What’s Wrong with this Measurement?

Or This One?Source: Quantcast for Mom Central, October 2009

Who’s Right?MomCentral.com, October 2009

Standard ROI Fails To Take Into Account:National Media PlatformGroup LeaderAge of Kids Peer Influence Blogger RetreatsEzines Newsletters Issues Expert Topics CoveredAuthor or ExpertLocal Community

Peer Influence

Blogger Retreats

Ezines

Newsletters

Issues Expert

Topics Covered

How Does Natalie Lewis Reach Moms?Technorati Authority: 14Alexa rank:21,296,882Technorati Authority: 141Alexa rank: 175,142363 membersTechnorati Authority: 61Alexa rank:57,3952,733 members344 friendsTechnorati Authority: 35Alexa rank:543,8313,337 VisitorsGroup review blogAlexa rank:521,3821,008 followers400 Subscribers

Why SOI Matters – Persuasion Power

How to Measure SOI as a Brand?

The Art of Being an Exceptional ConversationalistTRANSPARENCYAUTHENTICITY

SOI in Action: Year-Long CampaignFind and Ignite Enthusiasts: 500 Mom Ambassadors across 20 markets. Change Perception of Events: 40 city live Mom Influencer national events have been held.Negate Detractors: Online positive sentiment for Ringling Bros. has increased from 8% to 63%. Achieve Drive to Retail: Mom coupon code tracks significant ticket sales. 70% of ticket saleshave been first time Disney On Ice/Ringling Bros. customers – not cannibalizing existing customer base.

Land Grab for Marketing BudgetPR AgenciesAd/Digital Agencies

PR FIRMSAd Agencies

Stacy DeBroff, Founder & CEOMOM CENTRAL CONSULTING77 Chapel StreetNewton, MA 02458www.MomCentralConsulting.com617.244.3002 stacy@momcentral.comTwitter: @MomCentral