1. The Power of the Mommy Blogger In Disseminating Pre-Teen Health Information Online byAmelia Burke, MAAED Center for Health Communication CDC National Immunization Conference March 28-31, 2011 Presented: March 31, 2011
11. 11 Parenting and pregnancy websites are the top source moms and expectant moms use to learn about products and services. eMarketer
12. 12 3.9 million women with children write blogs in the US. By 2014, that number will jump to 4.4 million. eMarketer
13. 13 90% of moms are online vs. just 76% of women in general and 66% of moms believe word of mouth is credible. eMarketer
14. 14 55% of active (daily) social media moms said they made their purchase because of a recommendation from a personal review blog. Technorati
15. 15 Of the 3.9 million mom bloggers, only 13% of them primarily write about parenting and 9% about family updates. That means mom bloggers are vastly more likely to write about topics other than being a mom. Technorati
22. ActionsDirect-to-Consumer (DTC) Communication Digital Media Planning Process Sustained Paid Media Paid Digital to Support Key Brand Events
23. the plan Through Publisher Communication Direct-to-Consumer (DTC) Communication Digital Media Planning Process Sustained Paid Media Paid Digital to Support Key Brand Events
24. twittermoms: what was done What is Twittermoms? Network of 25,000 online-savvy moms who blog and tweet In order to engage the Twittermoms community in an authentic way, the following were done: Identified and vetted moms with whom the vaccination messages would resonate & who are interested in pre-teen vaccination/health Invited these moms to blog & tweet on the topic Developed and used custom rich media “social” widget to maximize reach and impact Posted widget on quality mom sites to reach the targeted audience Pulled CDC campaign content from moms’ blogs into branded widgets installed across moms’ blogs Measured everything, i.e. blog and Twitter impressions “Reach one Twittermom and connect with 5,000 moms who trust her.”
25. publisher outreach: what was done What is Publisher Outreach? The act of reaching out to publishers and other writers online to introduce the campaign, provide campaign resources, and engage them to post about the campaign on their online platform. Developed and vetted list of online publishers to reach out to that would be interested in this information Developed messaging to reach this list Proactive outreach to generate placements of campaign content – at no cost Monitored placements on an ongoing basis
45. key take aways Moms are influential – networked! Moms are an efficient means for information dissemination Posts continue to deliver – long after a campaign is over 27
