10 Ways Brands Can Target Moms by Fusing Online Advertising and Social Media

Posted By Jaime on Mar 28th, 2011

This article by Hollis Thomases originally appeared in ClickZ on March 8, 2011.

A study recently released by Burst Media looking at “What Mom Likes Online” generated interesting findings. Among them: “Most moms say online ads promoting products geared towards the family and home fall flat” and “Moms found these ads ‘irrelevant or distracting’,” but that “Online ads that offer product coupons, sales promotion codes and/or other incentives resonate better with moms.” Other Burst Media findings highlight moms’ reliance on social media, niche websites, and mobile devices, echoing what was reported at last year’s ad:tech NY conference. So, what’s an advertiser to do? Here’s a great list for starters.

Give Mom what she wants. Since research finds that moms prefer ads with special offers and discounts, why fight the tide? Attract Mom to your site or social media channels with ads offering coupon downloads, rebates, or sample requests. Encourage her to share these offers with her friends and contribute back to the community with product reviews, fun photos, and other comments.Be a resource to moms. Use social media to offer truly helpful and useful branded content like tips, ideas, advice, how-to videos, news, etc. Moms love recipes (attention food product advertisers!), which not only makes for good resource and advertising content, but recipe communities are also great niche sites on which to advertise.

Build a community around your brand. A branded community like Pampers’ MommyCast can become the hub within which your mommy audience can congregate, ask questions of each other and/or experts, share information, and participate in informal research. Promote this community through your online and offline advertising.Bring your branded social media efforts alive in your ads. Not only do you want to incorporate social media into your brand, and your brand into your social media, but you can also literally pull some of these efforts into your online advertising. There have been a number of brands like Volvo and Juicy Juice that have pulled their live tweets into display ads.

Deliver a message that’s cause-worthy. According to 2010 Cone Cause Evolution research, 95 percent of American moms believe cause marketing is acceptable, 92 percent want to buy a product that supports a cause, and 93 percent are likely to switch brands because of the brand’s support of a cause. These are some pretty potent stats! For example, Coke’s “Give it Back” campaign promotes recycling with concrete correlations that resonate with moms.

Cater to Mom’s mobile lifestyle. Don’t overlook mobile devices – moms rarely find themselves untethered these days. Mobile makes Mom’s life easier, and advertisers have a huge opportunity to literally put their brand in Mom’s pocket…or at least her pocketbook! Moms like branded apps that are truly useful and help save them time. Toys”R”Us has built a mobile app for iPhone and BlackBerry that sends deal alerts.

And Starbucks uses QR codes to let customers pay for coffee via iPhones.

With mobile social networks growing, advertisers can also look for sponsorship opportunities to gain visibility.

Put Mom in the driver’s seat. Instead of funneling ad messages through one social media channel, you have to reach moms on all fronts. Moms like control, they like having a lot of options, and giving them both lets them tap into their creative side. Let moms customize how they communicate with your brand. Make it easy for moms to connect with your brand on their own terms, whether it’s through Twitter, Facebook, e-mail, text alerts, mobile, or directly on your website. Use advertising to promote these options.Keep moms entertained. Multimedia rules Mom’s world. She loves videos, digital games, and mobile apps that engage, assist, entertain, and inform her…plus a bit of “cool factor” doesn’t hurt either. Generate the kind of ad creative that has a better chance of getting Mom’s attention and shared than a sales pitch. For example, Blendtec’s “Will It Blend?” YouTube campaign (just as easily converted into an infomercial) showcased the company’s blender power in a very attention-getting way. The campaign was such a huge hit that within two years, retail blender sales increased by 700 percent!

Make it personal. The Aberdeen Group found that a move from segmentation-based marketing to one-to-one personalization can improve conversion rates by 22 percent and customer retention rates by 60 percent. Take advantage of this when developing social media and ad campaigns like MomsRising.org did with a campaign to boost its membership. It created a tool that lets users personalize a video using Mom’s name. You could also try personalizing to Mom’s needs and lifestyle, like Swiffer’s “Cleaning Personality” campaign.

Make sure Mom knows how to find you. Prominently display your social media accounts (are they visible in your ads and on your website? Where is Ann Taylor’s social media presence on its site, for example?). Have direct calls-to-action encouraging moms to connect with your brand. (Caution: if you are going to do this, you better have worthwhile and active accounts to visit – there’s nothing worse than a brand promoting its social media account and having it be lame when you get there.)

The bottom line: moms are social media power users – they are savvy, shrewd, and not likely to be as easily fooled by advertising gimmicks. Use social media and advertising together well, however, and you’ll be pleased at the extended mileage you can get from your efforts.

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10 Twitter Tips for Startups and Challenger Brands

Posted By WebAdvantage.net on Mar 11th, 2011

With over 190 million users tweeting 65 million times a day, Twitter presents emerging brands with a ton of great opportunities for word of mouth marketing, networking, and brand-building.

Here are 10 tips for startups and challenger brands who are just starting out on Twitter:

Claim @YourBrandName ASAP! First things first—make sure you claim your brand name as your Twitter handle, even if you don’t intend to start using Twitter immediately.  It seems simple enough to do, but many new or upcoming brands that put it off too long run the risk of being name-squatted.  Even big, leading brands have fallen prey to Twitter squatters.  Has your desired Twitter handle already been claimed? Spend some time thinking of a good alternative that fits as closely as possible.  Make sure it’s not a total departure from your actual brand name, to avoid confusion and loss of  brand identity.Take full advantage of Twitter’s design and profile settings. Even though Twitter’s built-in design and profile settings are pretty basic, a surprising number of companies don’t take the time to customize or even complete them.  Lesser-known brands who are trying to establish themselves on Twitter should make every effort to brand their profile design by customizing the background image and color settings.  Here are 50 great examples of corporate Twitter branding for ideas.  This is your chance to really get creative with how you want to be perceived.Don’t over-invest in Twitter tools. You don’t have to invest a lot of money in state-of-the-art Twitter tools in order to be successful.  There are tons of great, free or low-cost Twitter tools out there to accomplish practically any Twitter-related task.  Large, well-established brands typically have a different set of goals and challenges for using Twitter versus that of a lesser-known brand who is just starting out, and they often invest in robust social media monitoring and tracking tools, and expensive account management platforms without a real need for doing so.Make your brand stand out. Challenger brands must work hard to distinguish themselves from the pack, which is something that can be hard to do with only 140 characters at a time to work with.   Finding your brand’s unique voice on Twitter will most likely take time, creativity, and a bit of trial and error.  Produce your own original content that promotes your brand while still being engaging and relevant to your followers without being too “salespitchy.”Practice proper care and feeding.  Smaller brands typically have much less time and resources to devote to social media compared to large brands, but it’s important for them to develop good “care and feeding” habits in order to use Twitter effectively.  If your Twitter isn’t updated on at least a semi-regular basis, your followers will most likely begin to drop off.  There are no rules for how often a brand should tweet, but it’s a good idea to set daily or weekly tweet goals to keep the momentum going.  And don’t forget to @reply and follow people back on a regular basis, too.Learn from your competitors. Brands can learn a lot simply by looking at what their competitors are doing on Twitter and learning from their examples (and mistakes).  Study the ways that leading brands are using Twitter, from the conversations they’re having with their followers to the types of content they’re sharing. What successful things are they doing that you can emulate in your own tweets?  What can you do better?Make sure you’ve “got the goods” beyond Twitter, too. Twitter can be an amazing marketing tool for building your brand, but it’s important to remember that it’s just one layer of communication, and there are a lot of other brands out there vying for attention.  Make sure your website, blog, and any other online presence are as polished and pitch-perfect as they can be without misleading information or untrustworthy content.  And of course, your followers will appreciate openness and honesty in your tweets, too.Cultivate a loyal following. Market segmentation is a good starting point to determine where a challenger brand can have the most impact.  On Twitter, brands cultivate a relevant and loyal following by seeking out niche groups of  users (using tools like Twitter Lists and Twibes) and engaging with them in a meaningful way.   It’s easy to get distracted by statistics like follower counts, but don’t worry so much about the numbers; rather, it’s the quality of the people and connections that really count.Be the people’s champion. On Twitter, Brands have a unique opportunity to connect one-on-one with customers and learn what makes them tick.  Twitter is invaluable as a listening tool to understand their interests, motivations and pain points.  Use Twitter as your brand’s soapbox to rally support and excitement, address their issues and concerns, (and occasionally swoop in and save the day!).Spice things up. To keep followers interested and engaged, focus on sharing content that is tweet-worthy in some way: things that are cool, interesting, useful, news-worthy, etc.  Spice up your tweets with tweet-enhancing tools like Twtapps, Twitpic, hashtags and shortened links. Tweet content is your chance to really set yourself apart.

Now get out there and knock ‘em dead!

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