Monday 14th March, 2011
11:00am to 12:00pm
Digital influence is going hyper-local, especially in the mom market. There are a myriad of online communities geared specifically towards mothers. Within that demographic, the structure silos even further into green mom influencers, fashion oriented influencers, literary, music moms, etc. What we learned in presenting last year's SXSW Core Conversation about marketing to tastemaker moms: Marketers want to know how to tap into the power of these online enclaves, without violating ethical word of mouth marketing standards or the mores of communities. But beyond working with these online influencers in the digital sphere, there's an opportunity for brands to identify thought leaders and extend partnerships into local markets. One successful example of this concept in the past year include Chevrolet's "Girl's Night Out" in Houston program, which brought together carefully selected local women bloggers for a series of events in Chevy vehicles, which the women then digitally documented. There were no strings or conditions, and the authenticity of the content is engaging. It was a win for the brand and the bloggers. More automakers, restaurants, and clothing brands are utilizing this concept of partnering with online influencers to create local events- which then circle back around end extend the power of engagement digitally. How can your brand leverage it?
Writer, BD Director for Fishbone Marketing, Lover of all things serendipitous. Live from the DC burbs. Mom to 3 lovelies, Hubs plays bass for Clutch.#ONEmom bio from Twitter
Founder of Mom Bloggers Club, global network of 18k mom/mum bloggers. Also: @socialgoodmoms @momblogmag. Writes for Gates Foundation http://bit.ly/Hy3HWu bio from Twitter
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