Last week, I had the opportunity to moderate a panel at Toy Fair titled, Connecting With Moms In Social Media — Blogs, Twitter and Facebook, featuring representatives from toy companies K’NEX and Hidden City Games, and mom bloggers. In a previous post, I offered a summary of the marketers’ point of view. Today I’d like to share some key tips from the wonderful mom bloggers on the panel — Kimberly Coleman, Mom in the City and Melissa Chapman, Real Moms Guide, Kids in the City and WCBS-TV.
Marketers, here’s what mom bloggers want you to know:
- To marketers numbers are important, but to bloggers it’s all about influence. If you are trying to find mom bloggers to work with, just remember that lists are subjective. Know the blog’s audience – it’s about the quality of people reading the blog, not always the quantity.
- Listen before you speak. Begin by searching Twitter and setting up Google Alerts to find out who is already talking about your brand. Engage with the moms on Twitter and read their blogs to find out what they are writing about.
- Be authentic. Have a dedicated person handling your Facebook and Twitter accounts because that offers more of a personal connection to the brand.
- Remember that everything isn’t for everybody. You don’t want to send a plastic toy to a “green” mom blogger.
- There are no guarantees that you’ll get a good review – it actually is better to get an honest review rather than a post that just cuts and pastes a press release.
- Be honest when approaching bloggers. Be clear about what you are offering and make sure it’s mutually beneficial.
- Don’t expect bloggers to write about your product without seeing it. Bloggers want to know what the product is and why it’s relevant to their audience.
- Bloggers also want their readers to be able to purchase the product, so make sure it’s available for parents to buy.
Marketers, do you have any questions or comments? Mom bloggers, is there anything you would like to add to the list?
I know this may sound superficial, but as a blogger that shares reviews of products I do and don’t like, one thing I always check before deciding to accept a review is the company website. A brand’s online presence and appearance is just as important as the product and packaging. I’m not going to refer my readers to a disorganized product page that doesn’t display quality photos and descriptions.
This panel was right on.
For marketer’s, I believe it’s a matter of taking the time out to get to know the blogger’s brand and the same should go for us bloggers.
It should be a good fit on both sides.
Hi Stephanie! A great list! I think many PR companies need to know social media is more of a grass root movement. I hate when I get blanketed campaigns and show they obviously aren’t concerned with me and my audience. My favorite is hello blogger! Another peeve is when the PR person knows less about their product than I do and wants me to do all the work. I once asked a PR person what was so great about their product because it wasn’t obvious to me and she just asked me to name some products i thought I might like and she’s send me samples. If I was in it for stuff that’d be great but I’m not. If they can’t show me they are behind their clients, I’ve got a problem with that, but maybe that’s the marketing/PR background of mine speaking =0).
Suzanne: Thanks for the positive feedback! The fact that the publicist couldn’t answer your question about what made the product special amazes me–if she didn’t know, or there was nothing special, how/why would she expect you to post about it?
Cat: Good point about the Web site — I bet that would surprise alot of companies! Thanks for your comment.
Jessie: You’re right — and both sides need to make an effort to make it work.
All that’s needed on both sides is to do a little homework. I’ve been on both sides and know that if you are genuine and take the time to get to know the blogger or brand then you are already halfway there. And a prompt response and follow-up for both blogger and marketer is VERY important. Don’t waste a person’s time, it’s very unprofessional.
Mami2Mommy:
You’ve hit on my pet peeve: the need for a prompt response. There’s little more maddening to me than when a blogger agrees to review a product — then disappears. Doesn’t answer emails, just takes the product and vanishes. NOT professional. It’s essential that both sides communicate. If you don’t like a product, are going to be away for a month or have family issues that prevent or delay a review, please just say so, in a timely manner. Don’t waste my time. Also don’t assume that it’s perfectly OK to do a holiday product review in March, unless you’ve got a good reason.
[...] — first at our November Bloggers Brunch (photos and video here) and more recently at Toy Fair (see [...]
I attended this panel at Toy Fair, and as owner of a start up company in the toy manufacturing business, I found it very informative. I had been trying to figure out how to utilize social media to promote my products and the discussion was most timely. Thanks!!
PR and marketing companies need to work with the latino market, there is a huge potential buyers with a unique demographic target… No every latina mom buy at Walmart!!!!