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Play con 2011 final


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Property of Child's Play Communications, 2011.

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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!
  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] @ChildsPlayComm