So what will 2012 bring? As one who has been involved in connecting bloggers with brands for many years, I’d like to proffer these projections:

• Wheat and chaff. Brands will become more selective about whom they work with. No longer will they blast out information and product samples to mass lists of a thousand or more moms, many of whom don’t cover relevant topics, reach the right target audience or have enough posting frequency or readership to make even the most minimal effort worthwhile. Instead, companies will be discerning in the numbers and quality of the bloggers they contact.
• Defining influence. These same brands will look beyond UVMs and even Facebook and Twitter numbers to more closely identify true influencers.
• No need to apply. Brands will get increasingly frustrated with the lack of professionalism among many mom bloggers – leading to a further narrowing of the field.
• Raising the bar. As bloggers partner with brands for more paid activities, the cost of hiring these moms to serve as ambassadors, host special events or create content will rise.
• Fear factor.  When blogging was young, many companies feared doing or saying “the wrong thing.” For 2012, companies will feel more comfortable about making their expectations clear.
• Analyze this. Brands will take a much closer look at measurement. Most companies have moved beyond the “gotta be in social media” stage to the “what does this get me” level. Eventually, bloggers will have to demonstrate that they can drive traffic or accomplish other key corporate objectives. Right now, only the top few are succeeding in doing that. At some point, visibility and buzz alone will not be enough.

 Marketers, what have your experiences been with mom bloggers this year, and what are your own predictions for 2012? Mom bloggers, do you agree or disagree with the points above?

How are moms using Twitter?

Earlier this month, Child’s Play Communications asked that question of our Social Savvy research panel, comprising moms active in the social media space.  We are announcing the results here. The responses, from 317 moms, provide a clear indication of what moms like about Twitter and when and how they prefer to use it. Marketers trying to reach moms via Twitter may want to consider these key findings:

• Moms tweet a lot. The highest percentage — 36.3% of moms — report tweeting 10-20 times a day.
• Midday means more conversation. Most moms indicate that the hours from noon-3 are the most popular for both tweeting (30.5%) and reading others’ tweets (24.8%). 
• Information is queen.  The No. 1 reason most moms tweet (43.2%) is to share information about products for kids and other moms – a fact that should be of considerable interest to companies and agencies alike. This is followed most closely by moms’ wish to interact with other moms (21.8%). The response shifts just slightly when moms are asked why they read other people’s tweets:  While 63.0% do so to get information about products for themselves and their kids, more – 67.5% — read tweets to interact with other moms.
• Moms want to see you tweeting. Asked how they decide whom to follow on Twitter, the vast majority – 78.2% — said they follow companies that interest them. Furthermore, 95.7% of moms who follow those companies do so to find out about new products, discounts and coupons.
• Tweets drive sales. The best news for those marketing to moms is that 73.1% of moms indicate that they actually purchased a product as a result of another mom’s Twitter recommendation.

 Other research questions looked at the types of products purchased following a Twitter recommendation, the popularity of Twitter parties and their impact on purchasing, what moms think of sponsored tweets, and moms’ specific Twitter experiences, positive and negative.

The conclusion: Today’s moms look to Twitter for information in a major way, and smart companies will use the space to reach this important demographic effectively.

Moms, do you agree with the results of the survey? Marketers, what has been your experience reaching moms through Twitter?

A  growing body of research indicates that “widespread use of texting, emailing or posting on social media sites may help people become more empathetic and make more friends in real life,” according to a recent Wall Street Journal article. Several recent studies have shown that digital communication can lead to “more and better friendships online and off, greater honesty, faster intimacy in relationships and an increased sense of belonging.”

As you may know from previous posts, I’ve long been intrigued by whether being active in social media makes people more social offline as well as online. According to one expert, technology may enhance real-life relationships because people use it primarily to interact with those they are closest to offline, not strangers, and those online communications tighten the bonds between them.  Another expert maintained that online communications could serve — for those who are shy or anxious in real life situations — as “practice” for live social interaction.

For more on the WSJ article, visit here. 

Moms, has social media made you more social in real life? And a better friend, too?

Now I’d like to talk about what bloggers can and should do to position themselves for those opportunities. In fact, that was the topic of a panel presentation I participated in at last week’s BlogHer, called  “Minding Your Own Business: Bad Blogger Pitches (The Other Side of the PR-Blogger Relationship).”

The most important thing a blogger must do to be taken seriously by a brand is: be professional.

In an effort to best illustrate what agencies and brands consider professional, I’d like to share 5 examples of what is NOT:

1. Complaining in social media about PR people. I mean, REALLY. Fact is, you never know where we may wind up — one day a lowly publicist at an agency, the next head of PR at a company you’d kill to work with. We’re your gateway to opportunities. Don’t slam the door.
2.  Grousing about 1) not being asked to review a specific product 2) not being invited to an event 3) everything. Do the math. There are thousands of mom bloggers out there. We can’t send you all products and we can’t invite you to every event, unless they all take place at Madison Square Garden.
3. Opting in to review a product and then not reviewing it. And not bothering to tell us you’re not going to review it. Or why. Or not returning our email or call when we ask, politely, for feedback. Or reviewing it in March when it was sent to you for Christmas. And is no longer on the market. Making your post worthless.
4. Posting a review and getting all the facts wrong. Minor points such as the spelling of the client’s name, the price or the link.
5. RSVPing to an event and then not showing up, with no notice beforehand or apology afterward. Which is even worse than cancelling the night before, after all the arrangements have been made, and all those extra meals, products, massages, etc., have already been paid for, in advance, as you would for a wedding. Dropping out is not only unprofessional, but just plain rude.

To the professionals out there — you know who you are.  Keep it up–we love you and will bend over backward to find great opportunities for you. To the rest, my best advice is: Follow their lead.

So how was this, my third BlogHer in a row (not counting BlogHer Business and local meetings) different from those in the past? For one, I had the wonderful opportunity to speak on a panel, called Bad Blogger Pitches (The Other Side of the PR-Blogger Relationship). More on that in a future post. In addition, based on the subject of my panel and some similar ones, there seemed to be more of a focus on professionalism — helping bloggers to realize that if they want to go beyond blogging for pleasure, if they want to turn their blogs into a profitable business, they need to understand what brands expect in return. Brands themselves, meanwhile, showed more thoughfulness in their approach to bloggers. Whether that meant offering the chance to settle back in a cozy room and cook up S’mores with Hershey or relax in a spa-like setting with HTC, some companies focused mo

Which brings me to one of my favorite questions: Do moms socialize in real life more as a result of social media, or less?

There’s no doubt that overall socialization, in the broader sense of the term, has improved as a result of social media. A University of Texas, Austin, survey of 900 current and recent college graduates concluded that Facebook provides opportunities for friendship, intimacy and community and in general causes us to be more social.

 But does networking on line make moms more social off line?

One dad — my husband, bless him — was a late convert to social media. His sole connection: Facebook. He started with it to “get up to speed” for work. And now… He spends a lot of his time not only catching up via Facebook but also meeting some of those folks he’s connected with– high school classmates or former work buddies – over lunch. I’d say that, for him, social media has created additional real life sociability.

I, on the other hand, definitely communicate online more regularly with people outside of my day-to-day circle, but don’t necessarily see them in person. While there is only so much time in the day to do anything – work, sleep, eat, take care of the kids – I wonder if that online time could be better spent over dinner or drinks either with those social media friends or others.

Blogging began as a way for women to connect with others virtually – then grew to conference after conference designed to bring them together in real life.

There are even new apps out there designed to take us away from the screens and into more “live” sociability. One called Sonar is said to link with your Facebook, Twitter, and/or Four Square account and send you alerts when you have a friend nearby. The idea behind the app, according to the founder, is to create a personal interaction and perhaps a friendship.

 Sherry Turkle, author of Alone Together, has a skeptical view of the Internet’s impact on real sociability. She believes that technology is dominating our lives to the point that it is causing us to become less human and providing us with a false sense of the real world.

 Moms, what is your take on social media? Does it make you more social in the real sense of the word – or less?

Marketers, what programs do you have to help bring friends together, live and in-person?

One of the most popular topics at mom-focused blogger conferences is monetization – how bloggers can turn their posts into cash. Some of the conversations center on getting brands to pay bloggers for posting reviews—not something that most brands are inclined to do or that I support. To me, building an audience by reviewing products for no charge is simply the point of entry for bloggers who want to be considered for future, profitable brand partnerships.

That said, as the social media space matures and bloggers’ focus shifts from simply enjoying blogging to wanting to profit from it, companies need to find ways to reward those who support their business. In my point of view, bloggers who regularly provide visibility for a client’s brand for free should be recognized whenever possible with other, paid opportunities, as the natural progression of that corporate or agency relationship.

Following are some ways companies might consider working with mom bloggers:

Brand Ambassadorships. Although an ambassadorship can take many forms, it generally means engaging a mom blogger to serve as the official spokesperson for your brand. This could involve, for example, an ongoing series of blog posts (yes, more than one or two posts becomes a paid scenario) or promoting your brand at a blogger conference in return for you sponsoring her trip.

Content.  We have more than once hired bloggers to create content for clients’ Web sites. For Canadian toy company MEGA Brands, we ran a search for MEGA Bloks Moms, who regularly contribute to the MEGA Bloks Family Club, a membership-only section of the brand’s Web site.  For Music Together, a global network of music classes for kids and the adults who love them, we are recommending mom bloggers we know to be qualified and reliable.

Counsel.  At Child’s Play, we have compensated bloggers for a number of advisory roles, from explaining certain technologies to designing Facebook pages.

Hosting.  Consider asking mom bloggers to host Twitter parties, as we have, or live brand events.

Advertising.  Bloggers would really like you to advertise on their pages. Why not follow up a great review that generated traffic with a “thank you” ad that produces additional traffic?

Jobs! There is a great pool of talent out there. Keep it in mind.

Music Together is an internationally recognized early childhood music program for children from birth through age 7 and the adults who love them. The company pioneered the concept of a research-based, developmentally appropriate early childhood music curriculum that strongly emphasizes and facilitates adult involvement. Based in Princeton, NJ, Music Together has locations in more than 2000 communities around the globe. Child’s Play Communications will position Music Together as a thought leader in music education and create further awareness of the value of its brand, through an extensive traditional media and social media campaign.

 Fairy Tales Hair Care is the U.S. leader in all-natural lice prevention products for children.  Headquartered in Passaic, NJ, the company produces a best-selling line of organic Rosemary Repel hair care products, and a wide range of natural products for bed bugs and mosquitoes.  The brand is available in over 7,000 salons, specialty stores and pharmacies across the U.S. Child’s Play will be responsible for launching the company’s new products and expanding awareness of its existing lines, through traditional and social media outreach.

My Twinn is the leading creator of one-of-a-kind personalized dolls since 1993.  Designed to look like children ages 3-12, handcrafted My Twinn dolls are cuddly companions today and cherished keepsakes in the years to come.  My Twinn is headquartered in Chatham, VA. Child’s Play will spread word about the brand and introduce new products, through both traditional and social media programs.

For the second straight year, Procter & Gamble is sponsoring the Bloganthropy Awards, this time through its Give Education program. The company will present a total of $5,000 to the winner and finalists.

The winner will be announced at a special event taking place Friday, June 24^th, at the Type-A Parent Conference in Asheville, NC. The Bloganthropy Awards presentation ceremony sponsors include: MAM USA, Toy State, Backyard Safari Outfitters, Music Together and Fairy Tales Hair Care.

We received more than 100 entries for this year’s Bloganthropy Awards. Narrowing down the list of accomplished women was incredibly difficult. The five finalists are all passionate activists who make a significant impact.

“Bloganthropy.org’s goal is to encourage bloggers to rally support for good causes through social media,” explains Debbie Bookstaber, co-founder of Bloganthropy.org. “The finalists for this year’s Bloganthropy Awards are catalysts for positive change.”

Candace Lindemann, co-founder of Bloganthropy.org, adds: “The Bloganthropy Awards enable us to recognize bloggers who are making a difference in their communities by giving voice to issues that matter to them and resonate with others.”

The first annual Bloganthropy Award was presented in 2010 to Katherine Stone, publisher of the blog, Postpartum Progress, the most widely read blog on post-partum issues in the U.S.

 The 2011 Bloganthropy Awards finalists are:

•  Susan Niebur, Toddler Planet

An astrophysicist and mother of two young boys, Susan has battled inflammatory breast cancer four times, surviving countless surgeries, intense radiation and chemotherapy.  Through her blog, Susan has spread awareness about inflammatory breast cancer, “the cancer that kills without the lump,” and has lead thousands of women to join the Army of Women, a movement founded by the Dr. Susan Love Research Foundation and the Avon Foundation for Women that provides women afflicted with breast cancer access to potential research studies and participation in treatment trials. Susan sits on the board of the American Cancer Society, is active in its More Birthdays campaign, and has been featured by media across the country.

• Lydia Yeung, Ever Ours; Henny Vallee and Lucia Dinh Pador, Utterly Engaged

After the devastating earthquake and tsunami that hit Japan in March 2011, Lydia Young,  Henny Vallee and Lucia Dinh Pador mobilized to raise money in support of Japan disaster relief efforts. To date, For Japan with Love has raised more than $66,000, with all proceeds going to Shelter Box USA, a charity that provides shelter, water, blankets and other emergency supplies to families affected by disasters around the globe.

•  Andrea Roberts, Reece’s Rainbow

Andrea Roberts is the proud mother of 9-year old Reece, who was born with Down syndrome. Out of appreciation for the support they received following Reece’s 2002 birth, in 2004 Andrea and her husband founded Reece’s Rainbow—an outreach program for families with kids born with Down syndrome at an Atlanta, Georgia hospital. In 2006, Reece’s Rainbow expanded to encourage the international adoption of orphaned children with Down syndrome, through grants totaling $1.5 million.

•  Jess Wilson, A Diary of A Mom

The mother of two daughters, one autistic, Jess uses her blog as a forum to unite the widespread autism-support community, whose goal is to improve the lives of the 1 in 110 children living with autism. In April, 2011, at President Barack Obama’s personal invitation, Jess attended an autism conference at the White House as a parent advocate and continues to garner support nationwide for autism awareness.

•  Melissa Ford, Stirrup Queens

The mom of twins conceived through fertility treatments, Melissa Ford started the Stirrup Queens blog as a result of her own personal struggle with getting pregnant. Stirrup Queens serves as a meeting place and resource for individuals and couples dealing with infertility, prematurity and pregnancy loss. She has been invited to speak at a congressional briefing on infertility and has met with Congressman to discuss the Family Building Act. 

 About Bloganthropy.org

Bloganthropy.org aims to empower bloggers to become philanthropic leaders in their communities. The annual Bloganthropy Awards recognize those who have made a difference by using social media to effectively promote a cause or charity.

 About Child’s Play Communications

Child’s Play Communications specializes exclusively in public relations, social media and word-of-mouth communications for products and services targeted to moms. Based in New York City, the agency has launched an exciting array of proprietary services to engage this influential market through traditional media, online and in-person, including the award-winning Team Mom™, the agency’s own network of mom review-bloggers. Recent company awards have included Bulldog’s PR Innovation of the Year and Social Media Innovator of the Year. For additional information, please visit our Web site, our blog, like us on Facebook, or follow us on Twitter.

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What do brands look for when choosing bloggers to work with?

Numbers. Blog numbers, Twitter numbers, Facebook numbers. Influence too — comments, RTs, speaking gigs, traditional media appearances, etc. — but we start with numbers. And yes, we also understand that there are niche blogs for which numbers are not so important.

Quality. Believe it or not, we really don’t get excited if you just cut and paste our press releases. We really DO want to read about your personal experience with the brand. What did you or your child like? Why?  We look for posts that offer length and depth — that demonstrate that a blogger has made an effort. And we love photos and videos. The better the quality of the review –  how it’s presented, not whether you rave about the brand — the less important those numbers, above,  become. Show us enthusiasm and you’ll get our attention.

What are the biggest mistakes bloggers make when dealing with brands?

I hate it — HATE it — when bloggers don’t do what they say they are going to do, whether that means post a review or show up at an event. Why? Because it makes both of us look bad. You  not only appear unprofessional, but just plain rude–someone is paying for the event meal you said you were planning to consume, or to ship that product sample that is now sitting ignored in your basement. (Then of course there’s all the time and effort involved.)  The agency or in-house PR rep or social media liaison appears foolish if she’s told a client or her vp that x# of moms said they were going to review/attend — and then you don’t.

Remember — as mom bloggers themselves have said so often — it’s all about the relationships. Behaving badly is NOT the best way to launch or maintain one….