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Sheila dowd

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500 Startups
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Oh the Places You’ll Go… Understanding the Landscape Sheila Bernus Dowd MamaBear Conference: May 2013
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Mom Bloggers Can and Do DO it ALL! Earned Media Owned Media Paid Media 4 Source: "The Converged Media Imperative: How Brands Must Combine Paid, Owned & Earned Media" Altimeter Group (July 19, 2012) Converged Media Promoted Brand Content Sponsored Customer Brands that Ask for Shared Organic Press Coverage Corporate Content Traditional Ads The Convergence of Paid, Owned & Earned Media
5 PR/Digital Firms Content Marketing Media Ad Buy Self Service Platforms In House Who is really doing all the work? The Blogger Outreach Ecosystem
6 During this six-month program: • Collected video applications • Selected 20 potential members • Ubisoft made final selection of 6 individuals / groups • Selected bloggers have aggregate impression of 88,182* Updated Ubisoft campaign results: • 35 blog posts • 21 YouTube videos • 64 Facebook posts • 87 Tweets • 6 Google+ posts • 53 Pins Just Dance Just Sweat Dream Team: Case Study Members of the Dream Team used Just Dance as a part of their regime to reach their fitness and/or weight-loss goals TOTAL PROGRAM BLOG IMPRESSIONS: 529,092* * According to Clever Girls Collective data and Complete.com
7 Just Dance Just Sweat Dream Team: Case Study Best of Video Reviews
8 Content is KING! Sample Blog Posts www.brockpaperscissorsblog.com www.cupcakesandcutlery.com
9 Content is KING! Sample Tweets / Comments
10 Data gathered by PinReach.com TOTAL REPINS: 882 http://pinterest.com/clevergirlscoll/cool-whip-everyday-desserts/ COOL WHIP Everyday Desserts: Case Study Participants pinned many of the bloggers’ desserts on Pinterest, increasing COOL WHIP Whipped Topping’s exposure
CleverGirlsCollective.com Sheila@CleverGirlsCollective.com (408) 691-3309 : xiaolinmama : CleverGirlsColl : CleverGirlsCollective Thank You!THANK YOU!

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Sheila dowd

  • 1. Oh the Places You’ll Go… Understanding the Landscape Sheila Bernus Dowd MamaBear Conference: May 2013
  • 2. 2
  • 3. 3
  • 4. Mom Bloggers Can and Do DO it ALL! Earned Media Owned Media Paid Media 4 Source: "The Converged Media Imperative: How Brands Must Combine Paid, Owned & Earned Media" Altimeter Group (July 19, 2012) Converged Media Promoted Brand Content Sponsored Customer Brands that Ask for Shared Organic Press Coverage Corporate Content Traditional Ads The Convergence of Paid, Owned & Earned Media
  • 5. 5 PR/Digital Firms Content Marketing Media Ad Buy Self Service Platforms In House Who is really doing all the work? The Blogger Outreach Ecosystem
  • 6. 6 During this six-month program: • Collected video applications • Selected 20 potential members • Ubisoft made final selection of 6 individuals / groups • Selected bloggers have aggregate impression of 88,182* Updated Ubisoft campaign results: • 35 blog posts • 21 YouTube videos • 64 Facebook posts • 87 Tweets • 6 Google+ posts • 53 Pins Just Dance Just Sweat Dream Team: Case Study Members of the Dream Team used Just Dance as a part of their regime to reach their fitness and/or weight-loss goals TOTAL PROGRAM BLOG IMPRESSIONS: 529,092* * According to Clever Girls Collective data and Complete.com
  • 7. 7 Just Dance Just Sweat Dream Team: Case Study Best of Video Reviews
  • 8. 8 Content is KING! Sample Blog Posts www.brockpaperscissorsblog.com www.cupcakesandcutlery.com
  • 9. 9 Content is KING! Sample Tweets / Comments
  • 10. 10 Data gathered by PinReach.com TOTAL REPINS: 882 http://pinterest.com/clevergirlscoll/cool-whip-everyday-desserts/ COOL WHIP Everyday Desserts: Case Study Participants pinned many of the bloggers’ desserts on Pinterest, increasing COOL WHIP Whipped Topping’s exposure
  • 11. CleverGirlsCollective.com Sheila@CleverGirlsCollective.com (408) 691-3309 : xiaolinmama : CleverGirlsColl : CleverGirlsCollective Thank You!THANK YOU!

Editor's Notes

  1. Founded out of need…Clever Girls beginningsEarly days – product was thrown at you with no expectationBrands need a guide on the inside + Bloggers needed a way to monetize their content and formalize relationships with brandsDooce, Tech Mama, Mom 101….lots of mid size to long tail bloggers
  2. In a perfect world – your marketing/PR team has plan for all three of theseBloggers can do it all Old SpiceExamples:Disneyland and Disneyworld – REALTIONSHIP building, trips, conference,
  3. Federated and glam logoCGC logoBig Fuel
  4. Country Crock Thanksgiving Vegetable Dishes – 50 pinners#HolidayVeggies52Pins; XX RepinsXX Likes1,285followersSocial actions = # of likes +repins
  5. The goal is GOOD Shareable contentNot page views, # of postsEXAMPLE: Cool Whip + HanesContent is fire. Social Media is gasoline.Good bloggers know how to promote their workYou can help too