First, a thank you to all the nominees and finalists for [...]]]> As many of you know, Child’s Play Communications had the pleasure of hosting Dinner’s On Us and the first Bloganthropy Awards as a lead-in to this year’s BlogHer, held in our hometown, NYC. I’d like to take the opportunity here to thank all who participated:

First, a thank you to all the nominees and finalists for the Bloganthropy Awards. The Awards are designed to recognize bloggers who use social media to make a difference in the world by supporting a worthy cause. Some perceive women’s blogs as all about diets and diapers, or in the case of moms, all about getting free products for review. At Dinner’s On Us on August 5, I think we helped show that there is a whole community of women, including moms, who are actively using social media to benefit others. At Child’s Play, we were amazed at what many of these women have accomplished and were thrilled to have the opportunity to recognize and support their efforts, via visibility at Dinner’s On Us and through a monetary award, provided by P&G’s Give Health. Congratulations to all the nominees, to the finalists, and especially to the winner, Katherine Stone of Postpartum Progress, for all your good work.

Next, a thank you to our sponsors — we could not have done it without you! In alphabetical order:

• Baby Boom, which chose Dinner’s On Us for the national debut of its Baby Brezza One-Step Baby Food Maker and Clic-It Smart Diaper Bag System
• The California Strawberry Commission, which sampled mouthwatering chocolate-covered strawberries to guests
• Cold Stone Creamery, which offered everyone a taste of its latest flavor, the very popular Kate’s Creation
• Cusinart, which demonstrated fabulous blenders, teakettles, coffeemakers and juice extractors
• Giddy Up, which debuted its Fuzzoodles toy line to social media at Dinner’s On Us and demonstrated its latest Scientific Explorer products
• Hershey’s, which in partnership with Kraft treated guests to everyone’s campfire favorite, classic s’mores
• K’NEX, which displayed a broad assortment of its hit construction toys, including its famous Ferris wheels
• Nickelodeon, which highlighted the wonderful Dora the Explorer collection of toys and DVDs 
• Summit Toy, which showed its Backyard Safari Outfitters toys and chose Dinner’s On Us to launch its Zillionz kids’ money management line 
• Toyota,  which provided bloggers with product information and a very useful vehicle emergency kit
•  e.l.f., which offered moms makeovers and cosmetic gift bags

These sponsors also contributed to an end-of-evening raffle, with prizes ranging in value from $40 to more than $500. Thank you all!

Also, thanks to celebrated violinist David Garrett, for his performance and for providing autographed CDs for guests.

Last, but certainly not least, a huge thank you to all our guests. As I said in my presentation, we know that there were many other BlogHer-related events going on that evening. We want you to know how much we appreciate your spending time at ours. We are truly grateful. It was, as always, wonderful to see those of you with whom we’ve worked over time, and great to meet the rest of you. I sincerely hope that you had a wonderful evening with us and that we will see you again next year!

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The study maintains that there are five unique segments of social moms and that these five are broken down into two categories

Influencers: Field Experts, Lifecasters and Pros

Influenced: Butterflies and the Audience 

According to the study,  these Influencers make up only 18% of [...]]]> Yesterday, I posted the highlights of an intriguing study just out from BabyCenter.  Today, some more details…

The study maintains that there are five unique segments of social moms and that these five are broken down into two categories

Influencers: Field Experts, Lifecasters and Pros

Influenced: Butterflies and the Audience 

According to the study,  these Influencers make up only 18% of social moms, but account for 78% of the influence. The research defined influence based on how often moms post or comment on social networks, along with the size of their networks. The study defined those networks as including “e.g., BabyCenter, Twitter, Facebook or blogs.”

Following is a summary of how BabyCenter breaks down its categories:

Field Expert. A young stay at home mom who uses social media to share parenting advice, typically  focused on a specific topic (e.g.,  raising twins, breastfeeding issues), with a large network of moms who seek her out for advice. She is defined as being most active in “parenting-focused social media environments.” According to the study, Field Experts make up 8% of social moms and have a 33% share of influence overall.

Lifecaster. A Millennial mom  of young children who is very active in social media.  She has a strong need to stay connected and enjoys being recognized as the person to go to on many topics, not just parenting. She has a large number of connections in social media.  Lifecasters make up 8% of social moms and 34% percent of influence overall.

Pros. Gen X mom bloggers who have turned their passion for social media into a profession. “She posts opinions and advice on a wide variety of topics including parenting tips and product reviews and giveaways.” Often, she has been compensated in some way for writing about brands on her blog. Pros represent 2% of moms in social media and have an 11% share of influence overall.  BabyCenter explains: “While they are incredibly influential individually, they account for a lower proportion of the influence overall due to their small size.” Pros are most influential on blogs, where they have an 89% share of influence and on Twitter with 68%.

And who are the Influenced?

Butterflies. Young professionals expecting their first child. She  has a lot of friends online and off, but little time, so  she tends to only post  important updates and primarily uses platforms such as Facebook.  She also seeks advice about her pregnancy on parenting-focused social media networks. She tends to be more on the receiving end of advice and recommendations rather than a dispenser of such information. Butterflies represent 16% of moms in social media but only wield 7% of the influence overall because of their low level of activity.

 The Audience. This, the largest group of social moms, is listening to the other moms. This group ranges from expectant moms to moms of older children. They have fewer online friends and comment less frequently in social media, but are highly influenced by the other segments. “Moms in this group use parenting-focused social media environments…to find useful information, ask questions, get product recommendations or receive support. They use mainstream social sites to keep in touch with friends and for consuming entertainment. They are there to observe and obtain information – not to comment.” At 66% percent of moms who use social media, the audience makes up the largest group but wields little influence relative to their size at 15% overall.

Moms, do you feel these categories make sense? Into which group do you fall? Marketers, what is your reaction?

 For more details on the “2010 Mom Social Influencer Report,” visit here.

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First, a summary [...]]]> BabyCenter just released the results of a fascinating new study that dug deep into the kinds of moms who are involved in social media, how and why they spend their time there, and — most importantly for marketers — their varying levels of influence.  I’d like to share their findings, in two parts.

First, a summary of key messages:

• Motherhood is the #1 reason for social media usage.  According to the research, pregnancy and birth motivated the vast majority of mothers in social media —  94% — to seek out information and share opinions with others online.
• Just 18% of social moms wield an astonishing 78% of the overall influence.
• Mom bloggers — as compared with all moms in social media  — make up 16% of the audience but are responsible for a huge percentage — 67% — of the influence.
• Not surprisingly, moms use different social sites for different reasons, from socializing to gathering information.

Moms, what motivated you to get involved in social media? What do you use it for? Where do you like to go, and why? Marketers, how do these findings impact your plans for reaching moms through social media?

For more on the BabyCenter “2010 Mom Social Influencer Report”  visit here. or check out tomorrow’s post for more on the subject.

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I had the pleasure of being interviewed by MomsWhoBlog for an article on this subject, one that [...]]]> Most posts on this blog talk about how marketers can most effectively work with bloggers.  But it also helps for bloggers to learn about how to work with marketers — and how to make their blogs valuable to those companies.

I had the pleasure of being interviewed by MomsWhoBlog for an article on this subject, one that also quoted the advice of some leading bloggers with marketing background – Liz Gumbinner, Susan Getgood and Maryanne Conlin – whom I know and whose professional opinions I very much respect.

I thought I’d share that post with you here.

Marketers, what additional advice would you offer mom bloggers? Bloggers, what questions do you have for marketers?

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I’m delighted to be among the speakers tomorrow at Marketing to Digital Moms, a conference taking place June 2-3 in Toronto.

With more moms convening virtually and the growing influence of mom bloggers on purchasing behavior, marketers need to know the most effective techniques for engaging moms in social media. In the years that [...]]]> Toronto, here I come!

I’m delighted to be among the speakers tomorrow at Marketing to Digital Moms, a conference taking place June 2-3 in Toronto.

With more moms convening virtually and the growing influence of mom bloggers on purchasing behavior, marketers need to know the most effective techniques for engaging moms in social media. In the years that Child’s Play Communications  has been connecting companies with moms in that space, we’ve learned a lot, and I look forward to sharing a lot of what we’ve learned with the conference audience. My presentation is titled: Marketing to the Motherhood: How the Social Media Space Has Changed and How to Make it Work for You Today.

During the presentation, I will look at trends, present numerous case studies, and offer companies advice on how to successfully communicate with moms in social media to convey brand messages.

The conference will be held at the Old Mill Inn. The first- time conference is produced by Open Dialogue, a Canadian event developer specializing in programs for senior level executives and professionals. The conference seeks to help marketers better understand the growing social influence of the digital mom. For more information visit  www.opendialogueinc.com.

Bloggers, what advice would YOU give marketers about pitching you?

And if any readers of this blog are planning to attend, please say hello — I would love to meet you!

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Here at Child’s Play, we enjoy putting on events like our recent LA Bloggers Brunch. On the flip side, as bloggers we also love going to events – it [...]]]> Thinking about hosting a social media event? Check out this guest post from Marie Baker, director of Child’s Play Communications’ award-winning Team Mom network of mom bloggers:

Here at Child’s Play, we enjoy putting on events like our recent LA Bloggers Brunch. On the flip side, as bloggers we also love going to events – it provides us with the opportunity to mingle, and the chance to check out the latest and greatest that different companies have to offer.

I was invited to an event recently that I was really excited about. However, much to my dismay, I was only able to last a half hour before I high-tailed it out of there. From a cramped event space to complete confusion about where I was supposed to go, let’s just say this event didn’t live up to all the hype.

We thought we would use this opportunity as a learning experience, and provide a few tips that you should keep in mind when planning and executing an event.

Don’t make false advertisements. If you are going to advertise something in the event invitation itself, then make sure to do it. For example, if attendees come expecting X and see that there is no X, you may wind up with a lot of aggravated people on your hands. Now don’t get me wrong, events can be unpredictable and things can sometimes fall through the cracks. When this happens, make sure you address the issue upfront so attendees aren’t left questioning what went wrong.

Choose the right space. It’s easy to get caught up in the idea of an event concept, which can result in the selection of the wrong space. When you are planning your event, make sure you know exactly what you need in a location. How many people are going to be there? Will there be sponsors – if so, where will they exhibit? What about food? Even though you may fall in love with a space, it doesn’t mean it’s the right place for your event. If you are expecting a large number of people, select a location that can comfortably hold that number. Sure it looks great to have a crowd; but from an attendee perspective, being lodged in a cramped space is not enjoyable in the least.

Manage the event. The last thing you want is for there to be mass confusion at your event. You can avoid this by planning ahead. Assign staff members to specific areas like managing check-in and “working the crowd.”  Don’t make your guests wait outside in the freezing cold to get in, be smart about the check-in process. Once they are through the door, greet your guests and give them the lay of the land. Point out a few main attractions, let them know where the bathroom is; ask if they have any questions. Just because you check them off the list, doesn’t mean your work is finished.  

Identify “media.” If you are going to have the media in attendance – whether it’s a media-only event, or an event that includes both the media and the general public — make sure you have some type of identifier. You can do this with a name badge, wrist band, etc. So whether it’s the event staff or the sponsors, everyone is aware of the media present. Obviously, if you have media at your event, you want them to write about it. If you know which attendees are members of the media, you can make sure they are having a good time, or answer any questions.  If there are sponsors present, then this enables them to be aware that anything they say is on the record.  

Those are just a handful of things to keep in mind. Have you ever been to an event that went particularly well – or poorly? Do you have a few tips to share?

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On  April 13th, Child’s Play Communications hosted its third annual Bloggers Brunch – and its first on the West Coast.  The Los Angeles event, designed to connect companies with mom bloggers in an intimate atmosphere conducive to conversation and personal connections, featured a panel  presentation by leading West Coast mom bloggers, [...]]]> What a day in LA!

On  April 13^th, Child’s Play Communications hosted its third annual Bloggers Brunch – and its first on the West Coast.  The Los Angeles event, designed to connect companies with mom bloggers in an intimate atmosphere conducive to conversation and personal connections, featured a panel  presentation by leading West Coast mom bloggers, titled, “Connecting with Moms in Social Media.”

Speakers included Jill Asher, Silicon Valley Moms Blog; Ciaran Blumenfeld, Momfluential; Caryn Bailey, Rockin’ Mama and Maryanne Conlin (MC Milker), The Not Quite Crunchy Parent. I had the opportunity and the distinct pleasure of serving as moderator for this great group of women, all of whom offered terrific, thoughtful and highly useful advice to an audience of corporate representatives mixed with other mom bloggers.

The morning presentation was followed by an elegant brunch in the sun-filled courtyard of the Shade Hotel in Manhattan Beach, where 50 West Coast bloggers enjoyed each other’s company and engaged one:one with top-of-the-line sponsors including Bandai, Cold Stone Creamery, Dyson, Nickelodeon, PajamaJeans, Pottery Barn Kids, Summit Products and Toyota. Temptress, meanwhile, provided makeovers to all our guests. The sponsors offered wonderful giveaways and an amazing array of raffle prizes, from baskets full of toys to shopping and spa gift certificates to vacuum cleaners to a year’s worth of free ice cream. Guests also had the opportunity to test drive cars.

We were so pleased to have such a great turnout of bloggers and sponsors alike, and I would like to take this opportunity to extend our thanks to speakers, sponsors and guests. Based on the numbers of bloggers who attended, the quality of the sponsors and the  feedback from both—in person and on Twitter —  I’d have to say this was our best Brunch ever!

For photos of  the Los Angeles Brunch, please click here. Video coming soon!

We’ve got more Bloggers Brunch events and other great  mom-focused  social media activities planned for 2010. Be sure to get in touch if you’d like to know more about them (sa@childsplaypr.com). Hope to see you there!

Stephanie  Azzarone

President

Child’s Play Communications

135 W. 29th St., Suite 701

NYC NY 10001

Specialists in reaching moms

Phone: (212) 488-2060 x 11

Email: sa@childsplaypr.com

Website: www.childsplaypr.com

Blog: MomMarketTrends.com

Twitter: ChildsPlayComm

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I’m pleased to announce that on Tuesday, April 13, 2010 in Los Angeles, Child’s Play Communications will hold its third annual Bloggers Brunch, an ideal opportunity for companies to connect directly with leading mom bloggers in an intimate, relaxed atmosphere, conducive to conversation and personal connections.

As [...]]]> We had so much fun before, we’re doing it again!

I’m pleased to announce that on Tuesday, April 13, 2010 in Los Angeles, Child’s Play Communications will hold its third annual Bloggers Brunch, an ideal opportunity for companies to connect directly with leading mom bloggers in an intimate, relaxed atmosphere, conducive to conversation and personal connections.

As with our most recent Bloggers Brunch, a standing-room-only event held last November in New York City, the LA Brunch will kick off with a panel of leading mom bloggers, who will discuss best practices for reaching moms through social media – blogs, Facebook and Twitter. Sharing their insights, panelists will discuss how the “momosphere” has changed, as well as current trends and issues that impact their interaction with the corporate world today. They will also answer questions from the audience.

The morning panel presentation will be followed by a noon brunch at which sponsors may exhibit their products to up to 50 mom bloggers, for review. The low-key format and limited number of exhibitors (no more than 10) together provide the perfect setting for sponsors to establish relationships with our guests.

This is Child’s Play Communications’ first West Coast Bloggers Brunch. The agency’s most recent New York Bloggers Brunch attracted bloggers with an audience of 1.2 million moms.  Please click here for a description, photos and video of the 2009 event. For more details on the 2010 Bloggers Brunch, including the speaker panel, please click here.

We invite companies to attend the panel presentation and/or to become a Brunch sponsor. 

To register for the panel presentation only, companies should click here.

To sponsor the event, please contact  Julie Livingston, (212) 488-2060 x 12, jl@childsplaypr.com

Mom bloggers who would like more information about attending, please send your blog address and contact information to childsplay@childsplaypr.com. There is no charge for bloggers to attend the Brunch.

Space is limited, so marketers and bloggers alike, please secure your spot at the 2010 Los Angeles event on April 13th as soon as possible. Early bird discount deadline for sponsorship and panel attendance: March 12.

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