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Social media campaigns that moms love

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Authentic connections

Did Mom invent social media? Some say she did. And there is no arguing that she is driving it and helping it to evolve. There are 82 million moms across the U.S. of all ages. That's right, 82 million. And 26 million of them are mommy bloggers. And they are grassroots, Oprah-like brand advocates with loyal followers who can change the trajectory of a brand and its products.

Identifying Mom is the easy part -- who she is, where she is, and what she likes. The hard part is balancing content with brand messaging and finding the right tone and authenticity. How does a brand build a relationship with her? The more you know about her, the easier it will be to develop programs with her. And "with" is the operative word!

The days of push media are over. Today's social media moms rule the social web: Facebook, Twitter, MySpace, Bebo, FriendFeed, and more. From family, fashion, finance, and fun to technology, travel, cars, and healthcare, moms account for $2 trillion dollars worth of purchases, and there isn't a brand on Earth that doesn't want to connect with her. To reach her, the first step is to remember that it's all about communicating, which is very different than selling.

So with that in mind, here are some examples of brands that have done a great job connecting with moms in the social media space.

 

Comments

Fred Jorgensen
Fred Jorgensen April 9, 2010 at 6:35 AM

Thanks for writing this. I understand your point, but I get hung up when people denigrate the role or value of "push" media. Like e-mail, Twitter and Facebook are classic opt-in push vehicles.

Samson Adepoju
Samson Adepoju April 7, 2010 at 4:59 PM

Avi, you make good points. We recently covered the same topic at eMarketer. Mothers control an estimated 80% of all household spending, or $1.7 trillion a year, and retailers must understand how women's shopping behaviors change when they have children.

See below.

Retailers Can Connect with Mom Shoppers Online
Time-crunched mothers head to the Web to meet their many product needs

http://bit.ly/bAXPKJ

Avi Savar
Avi Savar April 7, 2010 at 2:49 PM

Becky, I actually couldn't agree more. The real point is that brands need to connect with moms as audiences not consumers. Relevancy means understanding who your target is as people -- what their concerns are, what their needs are, and who they are outside of their stereotype. You will probably love my article next week which speaks directly to your comment. :-)

Anita Jackson
Anita Jackson April 7, 2010 at 2:34 PM

Thanks so much for the mention, Avi-- we really appreciate it. Very interesting analysis.

@Becky- thank you for being a MomsRising member! You are correct-- moms and non-moms, dads, grandparents, sisters, brothers, everyone has a place in this movement.

@Jennifer- good to see you!

Becky Wiegand
Becky Wiegand April 7, 2010 at 2:24 PM

It's great to highlight successful marketing/outreach/advocacy campaigns, but there's a fatal flaw in this article. Moms are not only Moms.

I was engaged with Mom's Rising before becoming a mother because they work toward women's rights, health, and non-discrimination more generally.

Your article makes a presumption that MOMS are monolithic symbols for vanity-and-keep-up-with-the-Jones' shopping and obsessive photo-sharing of their kids.

It'd be great to not be reduced to simplistic, outdated stereotypes for once. I'm a mom, an activist, a full-time employee, a political junkie, an tech geek, an adventurer, an artist, a gardener, a chef, and a bunch of other things that your article fails to encompass by simply saying "here's how to reach moms" as if we're all just one giant, robotic shopping machine. Disappointing.

Jennifer James
Jennifer James April 7, 2010 at 1:03 PM

26 million mom bloggers? That's the highest number I've ever heard. Great article, though.

Jennifer James
Founder
Mom Bloggers Club

jenifer bennett
jenifer bennett April 7, 2010 at 11:18 AM

Hi Avi, I like this article, especially the video from MomsRising.org.

Jeff Cannon
Jeff Cannon April 7, 2010 at 10:22 AM

Great article Avi - it's all about keeping the message real so that it resonates with your audience no matter who they are - but especially if htey are mom's.

Well done -





jeff cannon
www.thinkcannon.com