Wednesday, December 17, 2008

Marketing to Mommybloggers: Why hire a marketing technopologist when you can hire a social media mom?

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One of today's most popular Wall Street Journal articles, The Secrets of Marketing in a Web 2.0 World, contains a lot of useful information, but few secrets. At least it didn't seem to me like many secrets were revealed because I follow several social media thought leaders on Twitter. I learn a lot from their posts and banter.

I'm going to let you in on my secret for successful Web 2.0 Marketing: Hire a Social Media Mom.

I'm a Social Media Mom. I blog at several sites, I have a top-rank and large network on Twitter. I've been to BlogHer (twice) and attended Johnson and Johnson's Camp Baby. I know the momspace.

And I consult on social media efforts. Specifically, I work with companies who want to reach out to mombloggers in an effective manner.

As a social media mom, I help companies identify bloggers and refine blogger outreach programs while keeping my clients informed about trends and conversations in the momosphere in a way that diagnostic software and algorithms cannot.

I've said before that having a mom's eye view will help a company's social media efforts stay better informed and avoid roadblocks and ruffled feathers (Google "Camp Baby Blogstorm" to see what I mean.).

A social media mom helps a client reach out to just the right bloggers in just the right way because she's smart and well-connected, even if she does have a bad case of blogger's butt.

But the WSJ article's authors coined the clunkier, gender-neutral term Marketing Technopologist (MT). According to the article, the MT is the person who should lead Web 2.0 marketing efforts. They define it as "a person who brings together strengths in marketing, technology and social interaction."

Put another way, a manager quoted in the article says, "I'd want to see someone with the usual MBA consultant's background, strong interest in psychology and sociology and good social networking skills throughout the organization."

Sounds like a social media mom to me. Off the top of my head, I could name a dozen sharp mombloggers who fit this description. They may not hold MBAs, but some do. (I have an MS in nonprofit management, FWIW.)

When executive types think "mommyblogger," if indeed they ever do, I doubt that they are aware of the knowledge, talent and enthusiasm that's out there blogging from basements, kitchens and local coffee shops.

If you're not abreast the latest web 2.0 marketing trends, by all means read the article. And if you want to hear more about how a mom can help your social media efforts, drop me a note and we can schedule a time to talk.

9 comments:

BlondeMomBlog (Jamie) said...

I haven't had coffee yet so I'll be brief. So true....so true!

PunditMom said...

Ditto re: political moms -- you'd think they'd want to hear more from us!

Susan Getgood said...

Kim, I agree with you... sort of. While I think it is a good idea to work with bloggers in a segment before launching a major program -- and that's true for any segment, not just parent blogging, most bloggers will only be able to provide input on whether a program is appealing. It is a much smaller number that can actually help the company develop the program, come up with the creative angle that meets the needs of both parties and so forth. So I can see why a company would want to have the skill set on staff or long-term retainer.

That said, there are many parents in the parent blogging segment who DO have the right background, and companies would be wise to look there, particularly if they are consumer packaged goods firms.

And if a company does have a staff marketing person in charge of social media, I would certainly hope that part of the budget would be devoted to hiring bloggers within the segment to advise/consult on programs and strategy.

Kim Moldofsky said...

Susan- your point is well-taken. Chances are a Social Media Mom (or Pundit Mom,Tech Geek, etc.) is better equiped to be part of a social media solution, not necessarily the mastermind behind it. But as you also point out, some social media moms have enough experience to play a key role in the bigger plans.

PunditMom and BlondeMom, you both know you are on my list of fabulous, talented moms. :-)

Leeanthro said...

I always think it's important for companies to realize that "mommy bloggers" are more than just moms or bloggers.

For instance I have an MA and make major financial decisions for our household as far as purchasing and all things technology.

And as another Johnson's Camp Baby mom, I agree that the personal connections among those of us in this "field" can be very valuable.

(And I loved the Urban Dictionary definition!)

Bruce Weinberg said...

Hi Kim,

Thanks for your kind comments about our WSJ article. Indeed, I believe you are onto something with mommybloggers.

Emily said...

I wonder if they see the word "mom" and get turned off, thinking that someone who is "only" a mom can't possibly be qualified to give them any input as to the projected success of their venture or marketing scheme? Mombloggers get very connected, with other bloggers, other moms (read, consumers), and with companies and professional organizations. I think companies that want to market to the main consumers in our economy would be well-advised to consult mombloggers!

Kristina said...

Hi Kim, I thought I left a comment on this before but obviously not.

I agree with you 100%, and I know that you are really plugged into the mom blogger niche. You've helped me on numerous occasions.

I also agree with Leeanthro: I think a lot of marketers think we're just moms--and I say that tongue in cheek because I know the expression "just moms" is insulting and an understatement to all of the hard work that we do.

But like Leeanthro, I have serious education and career creds and I make almost all of the major purchasing decisions in our household.

Folks should take us seriously.

From a Camp Baby alum and a fellow blogger at BabyCenter

Palymama said...

Amen Kim. I see it all the time. And Susan, I think you got it right in your 2nd paragraph, there ARE many moms that not only have social media chops now but HAD past professional experience in advertising/pr who COULD meld the two together to both react to a program and create a program. Well written Kim.

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