Moms Connected

The Importance of the Mommy Blogger

2008-04-25T12:43:00.001-07:00

Mommy bloggers are increasingly becoming a valuable niche for marketers to target. CafeMom has received and continues to receive external funding. Yahoo! recently developed Shine, a colorful, all-in-one-stop site that combines the likes of a magazine, a website and a social network site. Popular bloggers are posting messages on Shine’s message board. And so a community of communities develops. I think of it as some sort of ‘word-of-click’ process where one thing links to the other, and the other. This online environment where a wealth of collaborators, passive and active participants and trendsetting moms coexist is fertile soil for marketers who are competing to become part of this large conversation. The conversation developing among mothers in the blogosphere is especially useful as powerful word-of-mouth campaigns originate in the online medium.

An interesting example of how these conversations are developing is Johnson&Johnson and their Camp Baby blog. The issue of the disinvitations to Camp Baby was blogged about in many sites (although I was never able to find an article in traditional media outlets) and J&J’s Communications representative, Lori XX, was criticized by many in the mommy blogging community for the company’s ill-advised decision. I include myself in that group. But weeks later I was trying to find out more about Camp Baby when I came across CampBaby2008, Johnson & Johnson’s blog about the conference, and partially changed my mind. The company created an online open forum where mommy bloggers could share their experiences about the conference but where a line was opened for further criticism. Instead of trying to go unnoticed in the blogosphere, they used this as an opportunity to further engage in the larger conversation among mom bloggers.

Another interesting example of the kind of conversations and associations developing between moms and marketers in the online sphere is Team Mom. ChildPlay Communications, the company behind Team Mom describes the model as a membership network that is open exclusively to a select group of leading mom bloggers who have been recognized for voicing their opinions thoughtfully and honestly. Members become “the first on the (virtual) block” to have access to the hottest new toys and other great children’s products. In a nutshell, here’s the model behind Team Mom: moms who join the Team Mom network periodically receive free products, which they must test out, and then write a blog post about their experience within two weeks of receiving them. They get to keep the products. It will be interesting to see how many mom bloggers actually like ‘having’ to test these products and whether they want their blogs to be in any way related to this. Nowhere does it say they have to disclose their association with the network and the fact that they are actually reviewing for pay.

Moms are important decision makers and influencers and properly targeting the mom blogging community will be key, as will be developing the appropriate opportunities for a conversation with this audience through a voice that is truly genuine.

Mommy Bloggers Visit Katie Couric

2008-04-09T11:54:00.000-07:00

Many of the most prolific and popular mommybloggers were in New York City for the BlogHer 2008 conference. As I viewed the clip on YouTube, it was fun to see the faces of those writers whose blog postings I follow daily.

Couric went on to post about the visit on her own CBS blog, Couric&Co.

Will Yahoo! Make Me Shine?

2008-04-01T06:40:00.000-07:00

That’s what executives at Yahoo! Think.

Competition is already fierce. Yahoo! enters territory that’s inhabited by already well-established sites, such as iVillage, and parenting networks, such as CafeMom . While portions of this pie may get smaller, there’s seems to be room for more participants. In any case, research tells Yahoo! and all of us that women are looking for a site that will combine content and communications tools.

Because we are mothers, but before that we are women, and we are often times the primary decision makers when it comes to most purchases in our homes, we continue to be a treasure trove for advertisers and marketers, and therefore we will continue to see the likes of Shine proliferate as long as there’s some room for them.

So I visited Shine last night. Not surprisingly, I found more of the same in many ways. There’s advise on personal finances, work/life balance and a Healthy Living section. You get a taste of celebrities’ life with interviews of popular moms and moms-to-be. I was happy to find one of my favorite bloggers, Nataly Kogan, from WorkIt! Mom, with her own posting. There’s plenty of conversation going on and the sense of community can be felt. On a positive note, I can read an article on Toddlers who Drive Moms Nutso Every 20 Minutes and learn about the most expensive strollers in the market these days. And if I ever get tired of reading about mommy issues (I bet I will), I can always jump to Shine’s Fashion and Beauty section and read about Kate Moss’ choice of make-up or keep up on the latest news about Brad and Angelina.

Navigating Shine today feel to me like browsing through a large version of Parents and Marie Claire magazine combined with the contributions of many online community members. The trick for this newcomer will be to get my attention and that of all women out there who already have established destinations in the online world. What will make me and other mothers visit Shine more than CaféMom, let’s say? Yahoo says its edge will be in the vast quantity of data on Web users it has accumulated for the target audience. They got my attention today. Their challenge will be to keep me coming. So far I will say “Let it Shine, Oh Let it Shine.”

Camp Baby – Respect for the Mommyblogger!

2008-03-20T07:25:00.000-07:00

If any PR person out there still doubts the power of blogs, bloggers and mothers in the blogosphere, this should be a reminder and a wake-up call. Times are changing. This is an example of how a seemingly minor, yet ill-advised decision, can turn into a big PR-mess.

Here’s the story: Johnson & Johnson invited mom bloggers to Camp Baby, a 2-day all expenses paid event that will take place in April. The event was going to be an opportunity for mommybloggers, often stay-home or work-from-home moms and extremely well-connected, to get together with friends, make new acquaintances and network. Then, two prominent and well-known moms in the blogosphere, Julie Marsh and Stefania Pomponi Butler, registered for the event but were later “disinvited” (you can read their full accounts in Mothergoosemouse and Citymama. Although their attendance had previously been confirmed, when they mentioned they would need to bring their babies to the event, they were simply told they could not attend. In one case, as Mothergoosemouse blogger explained, “When I confirmed that yes, I would be bringing him along and keeping him in a sling with me, she advised me that, in short, I could not attend with my baby in tow. That Johnson’s Camp Baby had been planned - by mothers - to be a baby-free getaway.”

Since Mothergoosemouse and Citymama’s postings, lots of mommybloggers out there have responded. An event intended to bring together mommybloggers, influential voices within an audience every marketer is trying to tap into, and a key segment to Johnson & Johnson, may have well turned into a huge mistake. Let’s not forget the mommyblogging community is one of strong ties and Johnson & Johnson has touched one of mom’s red, hot buttons here. Citymama posted a recount of her conversation with Lori Dolginoff, Johnson’s Camp Baby Communications person. She also posted that “also had about 15 new PR people requesting to follow (me) on Twitter (since my tweets are locked) inside of 30 minutes. J&J via their PR agency had the misfortune to bungle this opportunity with someone who is passionate about educating PR people on how they "get it wrong," and how they can "get it right."

I am curious to see how this whole thing develops during the Camp Baby conference. This might be the white elefant in the room. As I was reading about the incident, I Googled ‘Camp Baby’ and all results point me to the ‘No Babies Allowed’ issue, but no articles from traditional media. We’ll have to wait and see how the mommy blogosphere reacts and what results from the event. If anything, this should be a true learning experience for Johnson & Johnson and its communications staff and an opportunity for the company to come out with a stronger presence within the mom’s community. After all, bloggers are human and it is all about forging relationships and companies have to “get it”.

A Social Network for the Working Mother

2008-03-12T08:29:00.000-07:00

Everyday I read stories about working mothers trying to come up with ‘real’ solutions to juggling work and family. Often, entrepreneurial successes are born out of working moms brainstorming with friends for the ONE idea or business that will help them continue with their professional careers while allowing them time to spend with their children. Sometimes the solution lies in moms changing careers or starting a business to gain the flexibility they want.

Being part of social communities and networks that focus on women and careers can be helpful as we become part of the social fabric of the community we belong to and when it comes to receiving advise and tips from other working moms on this topic, there’s never enough. Workit, Mom! is one of the many web communities that stand to serve as a forum for working mothers. I interwiewed Nataly Kogan, Co-Founder and CEO of Work it, Mom!, for whom the work/life balance dilemma was familiar.

A mom of a three year-old daughter, she says she has struggled to juggle work and family since her daughter was born. Prior to launching Work It, Mom! Nataly was a Managing Director with an early-stage venture firm based in New York City. She lives in Boston with her husband and daughter.

Q: What prompted you to found WorkIt, Mom!?
A: I created Workitmom.com because I could not find an online community dedicated to working moms like myself. I hate the whole idea of mommy wars and think that each mom makes the choice that works for her, to work or to stay at home. But I do think that working moms face different issues and can gain a lot from connecting with moms like them. And that was the inspiration behind Workitmom.com.

Q: We see social networking communities, especially niche ones, multiplying. Do you think this could at some point replace the dialogue that playgrounds foster among mothers?
A: There are so many general social networks and many that are dedicated to moms. For moms, I think they provide a way to stay connected without having to make plans to see friends, hire sitters, etc. I also think that moms sometimes feel a bit more at ease about talking to their online friends than those in real life -- less competition, less pressure. Moms are extremely busy, especially working moms, and many don't have the time to make friends who are similar to them -- niche social networks allow them to do this.

Q: What, in your opinion, is the best benefit WorkIt, Mom! offers to its members as a community of working mothers?
A: The greatest benefit we can offer to working moms is being able to connect with and interact with moms in similar situations and by doing that, get helpful advice and feel less isolated and challenged by their daily juggle or work and family. It's tough to keep it all going at times and meeting other moms who are dealing with similar challenges is extremely comforting.

Q: In the future, do you see employers using communities such as yours to attract candidates?
A: We do anticipate introducing a job area on the site in the future, so that employers can post jobs and educate moms about potential careers and career paths.

Q: Are your members US-based only? Based on the exchanges in the WorkIt, Mom! community, what do you see are the most pressing issues for working mothers today in the US?
A: Most of our members are from the US, although 10-15% are from abroad. There are many pressing issues, but the one that comes up over and over again is the ongoing conflict -- both in terms of pressure for time and questioning in their mind -- about trying to balance work and family. Many feel guilty about being away from their kids, others fight the feeling that they consistently have about not being able to give 100% as moms or as professionals.

2008-03-06T12:53:00.000-08:00

The Digital Mom Force

Sarah Ferguson has her own social network and rumor has it that Steven Spielberg may soon join the virtual bandwagon with one for users who’ve had or who are interested in sharing paranormal and extraterrestrial experiences, moms included.
Some argue the market for social networks is saturated yet we hear of a new web community targeting mothers every week and not just in the United States. Marketers obviously look into ways to market to us moms in a stealthy way, or at least without making it so obvious. Social networking fatigue may begin to set in at some point, just as it is happening with general social networks, especially if moms continue to be targeted with ads when all they want is to meet and socialize with other moms online. Between March 06 and March 07, social network visitors increased 54%, while between January 07 and January 08 the increase was merely 8%, much below what was expected. This is definitely not a good sign for social networks but it could be a promising one for targeted communities and another indication that niche is the way to go.
We tend to get the mainly the American perspective of things in the US. So while trying to find out more about mothers’ online habits in other markets, I found an interesting, if a bit dated, report by the European Interactive Advertising Association. The Report, Digital Mums Take Control on the Web, shows that digital moms regularly access social networking sites, enjoy contributing to online ratings and get involved in blogging. They survey also shows digital mothers are more frequent online shoppers than those without children.

The blogosphere is increasingly echoing messages of users rejecting advertising in social networks and marketers cannot be oblivious to that. The EIAA also includes tips for advertising to moms online.

- Avoid simplifications: today’s moms don’t conform to any specific stereotype and should not be categorized too simply.
- Think about what media digital moms use: their children’s interests and age will be reflected in their choice of media and online habits.
- Web Communities and Social Networking: take advantage of the varied online environment in which more and more mothers are engaging in conversations, developing content themselves and communicating through their own sites.
- Traditional values still matter: keep that in mind.
- Look at environments: access whether the online environment you are considering is appropriate and will really appeal to mothers.

While the report data applies to European moms, many of the recommendations could well apply to any market. It would be interesting to look into how mothers are responding to the web elsewhere.

2008-03-05T08:07:00.000-08:00

Social Networks in Simple Terms

I love the way this short, simple clip gets the concept of social networks across, even if you don't understand the language.

2008-03-04T11:26:00.000-08:00

Social Networking with a Royal Twist

I guess when you’ve been here, there and everywhere, and you’ve done this and that, why not try having your own social network?

Sarah Ferguson, Dutchess of York and mom of two, is one of the latest to join the cyberspace with a site aimed to support other mothers in their role.

A writer and long-time childrens' rights activist, Ferguson kicked off a social networking website to allow women to interact with their kids online. As the site’s tagline says, “We’re creating a mom-friendly world, one friend at a time. My new social network is a great place to make new friends, share ideas, feel supported, and feel inspired.” The duchess hopes users of Sarah’s World Social Network will make friends and post messages in each other's spaces.

And by the way, you can also access her online store. I guess we all need to make a living...

2008-03-03T12:42:00.000-08:00

Virtual Communities, a Good or Bad Thing for Us Social Beings?

The current popularity and seemingly never-ending proliferation of blogs, social networks and online communities got me thinking of what communities must have been like before there was Facebook and LinkedIn. Web browsing and many pages later, I arrived at a very interesting site by Howard Rheingold, who has written extensively about virtual communities. Howard Rheingold literally posts his entire book The Virtual Community online and throws at readers thought-provoking ideas on this topic.

Some of the passages are worth reading over:

"Some people--many people--don't do well in spontaneous spoken interaction, but turn out to have valuable contributions to make in a conversation in which they have time to think about what to say. These people, who might constitute a significant proportion of the population, can find written communication more authentic than the face-to-face kind. Who is to say that this preference for one mode of communication--informal written text--is somehow less authentically human than audible speech? Those who critique CMC because some people use it obsessively hit an important target, but miss a great deal more when they don't take into consideration people who use the medium for genuine human interaction."

I have often asked myself and other mothers whether communities such as Club Mom and Cafe Mom and Mom Junction could ever replace the dialogue forum that is the good, old playground, or other physical place where parents have traditionally met and socializes. Somehow Rheingold was already looking into this question and the benefits of meeting in a faceless, virtual world.

Rheingold continues:

“Because we cannot see one another in cyberspace, gender, age, national origin, and physical appearance are not apparent unless a person wants to make such characteristics public. People whose physical handicaps make it difficult to form new friendships find that virtual communities treat them as they always wanted to be treated--as thinkers and transmitters of ideas and feeling beings, not carnal vessels with a certain appearance and way of walking and talking (or not walking and not talking).

“The way you meet people in cyberspace puts a different spin on affiliation: in traditional kinds of communities, we are accustomed to meeting people, then getting to know them; in virtual communities, you can get to know people and then choose to meet them. Affiliation also can be far more ephemeral in cyberspace because you can get to know people you might never meet on the physical plane.”

He has an interesting focus on the social, positive aspect that virtual affiliation and community building bears upon community members and humans in general. The first edition of The Virtual Community was published in 1993. It’s is now the year 2008 and the first thought that comes to mind after reading Rheingold’s excerpts is the Facebook virtual community and the efforts by its members to abandon that community many had initially loved to be part of.

2008-02-26T12:52:00.000-08:00

Ahh, The Power of the Web

A few weeks ago The Times and other British newspapers ran a story that made me think of what can happen when the power of social networks and mothers join forces.
An online campaign forced British retailer Woolworths to withdraw from the market a girls’ bedroom furniture set it had named ‘Lolita’. A mother who happened to be looking online for a new bed was shocked at the brand name that had been chosen and posted a message on the Raising Kids website asking other parents for their opinion. Catherine Hanly, editor of RaisingKids was one of the many parents who complained about the furniture advertised on the Woolworths' website.
Hanly told BBC Radio that a Woolworths press officer had told her staff running the website "had no idea" of the word's connotations. "I expect a company like Woolworths to actually know what it means and the connotations and stuff," she said. Apparently Woolworths had initially refused to withdraw the item and later changed their minds.

Businesses beware!

2008-02-21T12:18:00.000-08:00

More on Where Niche Social Networking is Going

I recently wrote about niche social networking and what shape this trend is taking. While doing more research to find out what is happening outside the United States, I came across an interesting posting by Mark Sweney, who writes for the British newspaper The Guardian. In Facebook Sees First Dip in UK Users, he reports that Facebook shed around 400,000 UK unique users month on month, following an impressive 17 consecutive months of growth, according to the research. This is the first drop Nielsen Online has recorded in Facebook's user numbers in the UK. Equally interesting are the comments to his posting.

Meanwhile, more sites are opting for a more global or a non-US audience. Sites like Sonico, Hi5 and Orkut are slowly but surely developing loyal followers in specific locations and languages. In February, LinkedIn, the networking site for professionals, opened its first office in London. It expects to double its customer base in the U.K. to 2 million this year. These networks are niche in terms of their language and the audience they target. The next phase may be the likes of CafeMom, and MothersClick, and other niche social networking sites starting to develop in regions where currently there are none.

2008-02-20T07:38:00.000-08:00

Yet Another Social Networking Site for Moms?

MTV Networks is adding new members to its family. The network has acquired Babunga, a network of niche sites on parenting. With this acquisition, MTV further expands its presence in the parenting segment and ventures into the expecting mom category with sites such as BabyNamesWorld and 3dPregnancy. Back in 2006, MTV had launched ParentsConnect.com, a parenting portal and social networking community. According to Mediaweek, MTVN had originally created ParentsConnect as a Facebook-like environment for moms and dads and recently revamped the site to offer a more portal-like navigation and editorial with a distinct Nick voice.

The new ParentsConnect Network will include polls, personalized profiles to allow parents to connect with each other based on their location, ages of their kids, interest, etc, and features such as ParentsConnect Local, which will serve as a guide for parents on kid-friendly things to do in their area.

We may argue that the blogosphere is already too crowded with social networks catering to mothers and parents in general. Run a Google search for "mom blog" and you will get almost 7,000,000 links. Why come up with yet another? And do moms have time to read more than a handful on a regular basis? These may be valid arguments. However, a combination of consumer brands and names we recognize and our kids love, localized content, the ability to interact and network, ads that mom will actually click into and a large budget to rest upon may all help make the new ParentsConnect a success.

2008-02-19T10:00:00.000-08:00

Niche Social Networking

The more I read about social networking, the more networks and groups I find. Mothers gather online to share interests, ask questions, discuss trends or simply network. Interesting articles have recently been published on social networking and the proliferation of highly targeted networks. As they discuss, in the future success may depend on how targeted and focused a blog or site is. One of the articles, Entrepreneurs Think Niche is the New Social Network gives fresh examples of why niche social networks work.

And the more I think about it, the more sense it makes. I have not joined MySpace and do not have a Facebook account. Nor do I want one. However, I could certainly see myself joining a social networking site that groups mothers with, let's say, an interest in exposing their kids to languages. This is my idea of a niche network that I would spend time on. CafeMom.com, a highly popular, mom-centric social networking site is a good example. Another recently launched social networking site with a niche focus is Wearesinglemoms.org, a network that spun off from MySpace.com to become a targeted social forum. These niche social networking sites have a strongly targeted member demographic focus.

Some may even argue that sites like these may slowly be replacing the social dialogue forum that the good old playground has always been. I plan to post on that in the future. The beauty of niche social networking is that you can pick and choose a group that caters to your specific interest, one where the 'What's in it for me?' question is answered right as you join the conversation. Niche social networking in general and for mothers is not a fad but a growing trend. The question to ask is what's the next phase in this trend.

2008-02-10T13:23:00.000-08:00

As I start this blog, I think of the many ways in which technology and the popularity of social networking is helping us mothers stay in touch with what’s going on and with other mothers out there. Moms Connected will be a casual attempt to explore and find out how technology is opening up new doors for mothers to stay connected.

Working moms, stay-at-home moms, single moms. No matter what we do for a living and where we are, I think we all understand the importance and the benefits of staying connected. Nowadays, more than ever, technology is making it easier for us to stay closer, to remain wired to the rest of the world.

Sometimes technology can be daunting and scary. It is for me. But then again I think of how online shopping has made our lives so much easier. I may find out technology is not that difficult to embrace after all.

Stay tuned for more!