Brands connecting with Moms: How social media can change the way brands purchase media

I recently posted an article on Yummy Mummy Club that spoke about the difference between Advertising and Buying Consideration. You can find the post here:

When I initially wrote it I was frustrated with the way media companies were treating blog or community properties. They were selling advertising just like any other publishing site or portal. The model didn’t take into consideration programs that could be developed that allowed brands to begin the engagement with communities to build relationships. The ad-buy was was transient and short-term,  awareness-building at arms-length.  I think there is an opportunity to transform this model and allow a WIN-WIN that ensures the audience to speak and be heard and companies to listen, engage and provide what their consumers want.

I’ve posted the article below as well:

Right now, it’s the tail end of the NXNEi conference of Toronto and the Architects of Community session where Erica was a panelist. While she relayed her story about how Yummy Mummy Club evolved, she also presented insight into some of the real challenges she faces as a social media site.

I’m here to provide a view from a brand perspective because I deal with them everyday. I want to also give you my view into how the social sites will evolve.

Erica mentioned an experience where someone had expected to pay nothing for advertising on Yummy Mummy Club because social media is free. That is a hard perception to dispel, because for the longest time social media was about rolling up your sleeves and finding sites and groups that were potential prospects for your products or service. It wasn’t about advertising. It was about effort and building relationships.

The cost to buy media had been transferred into the long and arduous effort applied to reach out and build community. And that notion still holds BUT what has evolved is that now there is a price to pay for access into these engaged and tightly-knit communities. We need to dispel the myth that social media is free. Brands need to understand that it is not necessarily an advertising medium, but a way to begin to engage and build some brand consideration among groups they care about.

And that is where I think Yummy Mummy Club can catapult this to a whole new level. Brands can always buy advertising: banners, emails, etc., but if they are looking to target social media sites they are going to get the incremental value in helping them build/tweak their products and services; providing real-time crowd sourcing opportunity that traditional media doesn’t bring; the impetus to build ‘real’ relationships that they can develop and sustain over time.

So as a marketer, I want to work with Yummy Mummy Club to deliver value over and above advertising consideration. Moms know what they want. Moms know how they feel about brands and products. Moms are creative. Moms are engaging. Brands WANT to hear from you and they are willing to allow let their guard down a little bit, eat a little crow, and let people give them suggestions that may prove invaluable to them. And I am willing to help bridge that gap and get you closer to brands so you feel you have a partnership and your words are being heard.

Please let me know your thoughts!



Very Cool! Interactive Twitter-Based Murals in the U.S. Promote Canada

I saw this on posted on Scary Ideas and I must admit that Canadian Tourism has got it going on! What an ingenious way to promote Canada in a slick, interactive format! Great OOOH Promotion. Congrats Canadian Tourism! You make Canadians look cool and with it!

Word of Mouth, The Most Powerful Force in the World

I saw this today from @treypennington and thought I’d post it up!  One of the better examples I’ve seen depicting WOM.

We tried so hard to make things better for our kids that we made them worse….

I caught this on an email sent to me from my husband’s uncle. I normally don’t subscribe to chain emails but this one was poignant and thought-provoking. I didn’t realize how much I had taken for granted. Coming from a much simpler background I had grown to appreciate the lessons that those humble beginnings taught me. But I’m not sure the struggles I experienced were lessons that I explicitly passed on to my children. So I read it to my kids the other day and for the first time I stirred a reaction in them. Please read it and pass it on…….

Paul Harvey Writes:

We tried so hard to make things better for our kids that we made them worse. For my grandchildren, I’d like better.I’d really like for them to know about hand me down clothes and homemade ice cream and leftover meat loaf sandwiches. I really would.

I hope you learn humility by being humiliated, and that you learn honesty by being cheated.

I hope you learn to make your own bed and mow the lawn and wash the car.

And I really hope nobody gives you a brand new car when you are sixteen.

It will be good if at least one time you can see puppies born and your old dog put to sleep.

I hope you get a black eye fighting for something you believe in.

I hope you have to share a bedroom with your younger brother/sister. And it’s all right if you have to draw a line down the middle of the room, but when he wants to crawl under the covers with you because he’s scared, I hope you let him.

When you want to see a movie and your little brother/sister wants to tag along, I hope you’ll let him/her.

I hope you have to walk uphill to school with your friends and that you live in a town where you can do it safely.

On rainy days when you have to catch a ride, I hope you don’t ask your driver to drop you two blocks away so you won’t be seen riding with someone as uncool as your Mom.

If you want a slingshot, I hope your Dad teaches you how to make one instead of buying one.

I hope you learn to dig in the dirt and read books.

When you learn to use computers, I hope you also learn to add and subtract in your head.

I hope you get teased by your friends when you have your first crush on a boy\girl, and when you talk back to your mother that you learn what ivory soap tastes like.

May you skin your knee climbing a mountain, burn your hand on a stove and stick your tongue on a frozen flagpole.

I don’t care if you try a beer once, but I hope you don’t like it.. And if a friend offers you dope or a joint, I hope you realize he is not your friend.

I sure hope you make time to sit on a porch with your Grandma/Grandpa and go fishing with your Uncle.

May you feel sorrow at a funeral and joy during the holidays.

I hope your mother punishes you when you throw a baseball through your neighbor’s window and that she hugs you and kisses you at Hannukah/Christmas time when you give her a plaster mold of your hand.

These things I wish for you – tough times and disappointment, hard work and happiness. To me, it’s the only way to appreciate life.

Written with a pen.. Sealed with a kiss. I’m here for you. And if I die before you do, I’ll go to heaven and wait for you.

Send this to all of your friends. We secure our friends, not by accepting favors, but by doing them.

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