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Making the most of mum bloggers (Mumsnet Mumstock Conference 2014) - Coca-Cola / Zone / Tara Cain

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Presented at the Mumsnet Mumstock 2014 Conference in London, 23rd April 2014.

In this engaging presentation Sarah Tuke from Coca-Cola UK, Gina Schauffer from digital agency Zone, and Tara Cain, the UK's leading mum blogger discuss the challenges and benefits to brands from working with mum bloggers, and present the results of a newly-commissioned piece of research around this.

Published in: Marketing, Technology, Business
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Making the most of mum bloggers (Mumsnet Mumstock Conference 2014) - Coca-Cola / Zone / Tara Cain

  1. 1. Making the most of mum bloggers Mumstock April 2014
  2. 2. Making the most of mum bloggers 1 2 3 The challenges facing brands – and how mum bloggers can help How mum bloggers want to work with brands How Coca-Cola has worked with mum bloggers
  3. 3. Introductions Gina Schauffer Head of Editorial, Zone @ginaschauffer @thisiszone Sarah Tuke Head of Communications, Coca-Cola Great Britain @sarahjtuke @CocaCola_GB Tara Cain Number #1 ranked UK mummy blogger @tara_cain
  4. 4. The challenge facing brands in 2014…
  5. 5. Mums are harder to reach than ever
  6. 6. How mum bloggers can help
  7. 7. Desktop Mobile 1 Reach Laptop Desktop Tablet
  8. 8. 2 Expertise
  9. 9. 3 Trust
  10. 10. Be back soon BBS Just f*ing Google it JFG I I know what you mean IKWYM Makes my teeth itch MMT I 4 Relationships
  11. 11. Coca-Cola’s challenge
  12. 12. Build brand love and corporate reputation
  13. 13. Coca-Cola messages Mums’ interests For years, we’d been talking to our audience the way we wanted to talk to them, about the things we wanted to talk about.
  14. 14. Coca-Cola messages Mums’ interests We needed to find a way to tell our corporate story that would be of value to mums
  15. 15. Coca-Cola’s solution
  16. 16. 1. Understand the audience (active listening) Mums’ disinterest Coca-Cola has less credibility Coca-Cola has credibility Mums’ interest School holidays and activities Leadership in marketing Healthy ingredients Future of the planet for my family Emerging bands and music trends Family health Manufacturing Cutting-edge fashion Work-family life balance Iconic advertising
  17. 17. 1. Understand the audience (active listening) Mums’ disinterest Coca-Cola has no credibility Coca-Cola has credibility Mums’ interest School holidays and activities Leadership in marketing Healthy ingredients Future of the planet for my family Emerging bands and music trends Family health Manufacturing Cutting-edge fashion Work-family life balance Iconic advertising InvestInclude Ignore Partner
  18. 18. 2. Get our house in order One website Global portal to GB site LGT Press Centre CSR report Corporate site Get The Real Facts 7-12k visitors pm15-20k visitors pm 15-20k visitors pm Global portal to GB site LGT Press Centre CSR report Corporate site Get The Real Facts 7-12k visitors pm15-20k visitors pm 15-20k visitors pm Global portal to GB site LGT Press Centre 7-12k visitors pm15-20k visitors pm Global portal to GB site LGT Press Centre CSR report Corporate site Get The Real Facts 7-12k visitors pm15-20k visitors pm 15-20k visitors pm Global portal to GB site LGT Press Centre CSR report Corporate site Get The Real Facts 7-12k visitors pm15-20k visitors pm 15-20k visitors pm Global portal to GB site LGT Press Centre CSR report Corporate site Get The Real Facts 7-12k visitors pm15-20k visitors pm 15-20k visitors pm Global portal to GB site Get The Real Facts CSR report Press Centre LGT Corporate site
  19. 19. 2. Get our house in order Tone of Voice
  20. 20. 2. Get our house in order Tone of Voice
  21. 21. 3. Get out there Content creation Active listening SEO optimisation Tone of Voice
  22. 22. Recyclometer The launch of the Recyclometer within the new PlantBottle hub created a spike in daily visits to the Environment section on Coca-Cola.co.uk – up 517% MOM Liking and sharing of the Recyclometer on Facebook led to 12,320 impressions Recyclometer remains one of the two most popular pages within the section Overall traffic to Coca-Cola.co.uk increased by 56% in 28 days%
  23. 23. Mumsnet Blogfest “The Work It Out tool definitely looks like something I could cover on my blog, as I write about food a lot and easy ideas for ways to burn off calories is really useful” 175 conversations at the stand seeding contextualisation messages & introducing bloggers to tools50 in-depth conversations took place between bloggers and Helen/Fiona Tweets mentioning “@CocaCola_GB” AND “#blogfest” generated 178K impressions
  24. 24. Work It Out Calculator - 20,000 40,000 60,000 80,000 100,000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov 2012 Health section visitors Driven by the WIO tool
  25. 25. How mum bloggers want to work with brands
  26. 26. The right approach We build relationships
  27. 27. Mum bloggers want the personal touch 30% of the UK’s leading mummy bloggers say marketers still need to understand how to work better with them Only 2% say marketers are doing great 56% say marketers pitch ideas that are completely irrelevant to them 26% say marketers’ main mistake is suggesting an idea to them – and then to all the other mummy bloggers out there On average, mummy bloggers receive approximately 90 generic/blanket emails from marketers a month – but they’ll only go on to work with 8% of these. That’s over 80 emails sent out that go straight into the blogger’s trash In contrast, bloggers say they’ll go on to work with 52% of marketers who take the time to personalise emails and send relevant content opportunities
  28. 28. Top three mistakes made by marketers, according to mum bloggers Expecting bloggers to work for free (88%) 1 Never getting back to the blogger after their initial reply (47%) 2 Expecting a review of a product which the blogger hasn’t tried or tested (40%) 3
  29. 29. Six ways to win with mum bloggers 1. Do your research 2. Don’t rely on some else’s list of bloggers 3. Be genuine and to the point in your approach 4. Make it easy 5. Get creative 6. Share the content they produce for you
  30. 30. @ginaschauffer @thisiszone @sarahjtuke @CocaCola_GB @tara_cain

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