Who are mom bloggers? Where do they live online? Why are they important? Mom bloggers are natural communicators who wield influence among their peers and hold economic power in their households. Using online tools (Twitter, Facebook, Kirtsy) they have built big audiences and networks of people who trust them.

1. Harnessing the Power of
Moms on Social Media
Dorothée Royal-Hedinger
Social Media Strategy
NobleTree Media

2. • Facebook has more than 400 million users (February 2010)
• Twitter has over 105 million users (April 2010)
• It was reported in 2009 that YouTube received 123 million
views in a day.
Why Social Networks Are Important:

3. Who Are Mom Bloggers?
•Tech-savvy, college
educated
•Typical age: 30-40
•Often live with husband
and an average of 2 kids
•Wield consumer power in
their household
Photo via Flickr user: MJIPhotos
Data collected by: Mom Central Consulting
http://www.slideshare.net/thopeross/illuminating-the-power-of-mom-bloggers

4. Where do mom bloggers live online?

5. Moms enjoy the social aspect of the internet and use their blogs to
share tips, photos, product reviews and stories. They read other
mom bloggers & tend to build networks of friends & fans online.

6. FACEBOOK
Mothers, fathers and educators have a large presence on
Facebook. For example, this Facebook group for a community
called Circle of Moms has more than 200,000 Fans.

7. TWITTER
Twitter is an ideal place for parents to build community,
share links with their online followers & update them about
their day.

8. Here are some tweets that came up when I
searched for the term ‘bedtime story’:
So there is an existing conversation online and we want
Planet Fassa to be a part of it!

9. Why Mom Blogs Matter
•Moms hold economic power
in their households
•Mom bloggers are natural
communicators who wield
influence among their peers
• Mom bloggers have built
big audiences and networks
of people who trust them
Photo from: BlogHer Conference

10. •Mom & parent bloggers create buzz which ripples
through inter-connected communities
•Buzz initiates a widespread, ongoing viral effect
Inter-Connected Web of Influence

11. Case Study: “Frigidaire Test Drive Moms”
• Frigidaire partnered with Mom Blog
Network for promote the brand’s new
Affinity Washer & Dryer
• Mom bloggers added the badge on
the right to their own blogs online
• Mentions of the Frigidaire brand
increased significantly on Twitter
• The campaign resulted in hundreds
of reviews of the product, including
photos and personal stories from
moms across the country

12. The Influencers
• Women’s blog aggregate BlogHer
(which has a special section for
moms and family), gets over 600
thousand views per month
• Influential mom blogger Dooce
(Heather B. Armstrong) gets over 200
thousand views per month & she has
over 1 million Twitter followers!
•A Technorati search for the term
“mom bloggers” yields 220 individual
blogs that have significant site traffic

13. A Good Social Media Strategy:
• Evaluates where the community lives online
• Listens to influencers (in this case: parents,
educators and mom bloggers who have a big
following & are trusted by their peers)
• Reaches out to relevant influencers in an
appropriate and targeted way
• Creates a brand profile & voice that engages
with the community (through conversations,
contests, idea sharing, etc.)
• Makes lasting connections, increases brand
awareness, drives traffic & sales

14. Dorothée’s Experience:
• Working in social media strategy since 2007
• A digital native with extensive experience reaching
out to communities online through blogs, Twitter,
Facebook, and social bookmarking tools.
• Some recent social media outreach campaigns I’ve
led include:
•Fatherhood Initiative for the Ad Council
•Outreach to female activists and mom blogs for
the Feminist Majority
•Awareness campaign about a new study among
education blogs for Issuelab

15. Dorothée Royal-Hedinger
Social Media Strategist
NobleTree Media
Info@nobletreemedia.com
Twitter: @DorotheeRoyal