A Face(book) only a mother could love: How social are moms?

When Facebook first began, it was a tool for students to connect with one another, typically within a limited age range of about 20-30.  Later, when Zuckerberg opened up the Facebook forum to people of all ages, more people learned about the value of reaching out to one another using what is now the world’s largest social network.  What was once seen as cool and limited to a select group of people who were “in the know” became open to everyone.  A college student would cringe to open up his friend requests to see, smiling back at him, an image of his own mother.
But these days, it’s the norm for mothers of all types to connect with their children and with other moms using Facebook, Twitter and other popular social networks.  As women are seeing the benefits of technology, more of them are also investing in tablets and smart phones, which provide ways for them to stay connected.

Facebook is a revolutionary tool for mothers, who often post pictures of their children and families to share with friends.  In fact, many young mothers make their living from blogging and working remotely in social fields, as doing so allows them the flexibility to stay home with their children while still allowing them to earn a living.  Older mothers have found the value of using Facebook to help them stay connected to business contacts.

[quote]For advertisers, moms are a highly coveted demographic, as they are often the ones who have the power to make purchasing decisions for items such as diaper brands, video games, and children’s cereals, among other things.  [/quote]It seems like a no-brainer that these mothers would engage in significant social sharing activity – through social networking sites, they stay connected.

At a recent BlogHer conference sponsored by a number of mommy-friendly companies like Diet Pepsi and Johnson & Johnson, hundreds of moms got together to discuss trends in social media and digital networking.  These aren’t your traditional soccer moms – many of these moms were urban professionals who make a living in the digital media industry, networking to reach out to other moms to create and maintain a community.

Sites like Babble.com cater to what they call “a new generation of parents,” writing articles with titles like “18 Ways to Keep Yourself Feeling Sexy During a Dry Spell.”  In essence, this ain’t your mama’s website…. Except actually, it is!

So, back to the core question – how social are moms?  In a word, incredibly.  Neilsen reports that moms are some of the biggest influencers out there, and use social media to stay connected to one another.  They are:

– 81 percent more likely to become a fan of or follow a brand online

– 86 percent more likely to post a status update

– 84 percent more likely to comment or post content than the general population.

Of course, there may be demographic shifts due to the age of the parent, location, household income and a host of other factors.  But, the mother of one four-year-old I know has hundreds of connections on LinkedIn, due at least partially due to her propensity to use LinkedIn as a networking tool to help her grow her small business.

As social media continues to grow and expand, so too will the ways in which mothers reach out to one another through social media.

To learn more about how you can market to moms in order to create brand preference and instill brand loyalty, check out our Florida marketing agency’s recent whitepaper on marketing to moms, which discusses strategies for segmentation, creating appeals and assessing your own brand to determine the right moms for your business.

Are you a socially savvy mom? Connect with us on Facebook!

Branding discussion: Developing a brand persona – Part I

People who love their brands have an emotional attachment to them that’s almost impossible to match.  Give an Apple enthusiast a Samsung Galaxy to play with, and watch him politely decline to try the $700 phone.  Whether it’s Target for reliability and quality, Neiman Marcus for luxury goods, or JetBlue for affordable airfare, people stick to brands when there’s trust and loyalty between the brand and the consumer.
But how can a marketer with a new product, service or feature create and instill brand loyalty and a brand persona into its users?  After all, the business owner is typically working in a competitive landscape – while the brand may offer a superior product, the business owner unfortunately still must rise above the noise to get potential customers to convert to loyalists.

Brand strategists have discovered that they can do this through creating a strong, unique brand persona.  By addressing a few key concerns, they can rise above others in the field to establish a strong brand presence, as well as a loyal customer base.

Tips from Our Florida Advertising Agency

Here are some tips from the pros at our Orlando marketing agency that business owners can try in order to help create a strong brand identity:

Know Your Audience: Truly understanding your audience is two-fold.  Data helps provide insights about your target demographic – perhaps they are female  smartphone owners, aged 25-35, who enjoy cooking.  But once you know your audience based on consumer insights, you might simply begin to develop gut instincts about them.  There’s a fine line between giving your consumers what they want based on your analytic data, and giving them features and services they love that they didn’t know they wanted.

Create an Ideal Customer:  If mom-to-be Hannah Jones, who lives at home with her husband in a middle class home in the suburbs is your ideal client, then perhaps you’re doing yourself a disservice by heavily marketing in urban areas.  Our Florida advertising agency warns against attracting customers that are not ideal, you may also damage your business by potentially causing dilution of the brand name. Take some tips from the brand Airwalk, which quickly fell downhill once it stopped making its line of specialty shoes aimed toward teenage skateboarders and available only at specialty stores, and accidentally began reaching the thrift consumer instead.

Know Your Product:  If you’ve developed a high-end service for luxury watch owners, then chances are that your brand voice doesn’t need to seem as though it’s wired on Mountain Dew.  Instead, look closely at the types of publications and blogs that cater to your ideal customer, and review them to learn about what’s popular with your demographic in the moment.  If your product doesn’t seem to be an appropriate fit with your target, then you may need to pivot your business or your strategy in order to keep in line with what your target needs.

Once you’ve addressed these items, you can then begin to create your own brand persona.  Part II of this article offers ways in which you can begin to develop a campaign around your target consumer.

Part II is coming tomorrow…

To learn more about our branding services, please contact BIGEYE today at 407-839-8599.

What makes a social media campaign so successful?

If there’s one thing we’ve learned here at our Orlando ad agency, it can be very difficult to offer a clear cut return on investment for social media efforts.  In fact, most companies inherently sense that there is some value in having an active and engaging social media platform, but because they can’t always tie it to an actual return, it can be difficult to determine the exact value of a Twitter follower or a Facebook “like.”  While it may be slightly easier to determine a return based on a campaign that successfully incentivizes people to purchase a product, it’s nearly impossible to determine how a successful campaign leads to brick and mortar sales, brand perception and other valuable consumer information.
But, a new method of thinking suggests that marketers look to other data points beyond a dollar for dollar return.  These new media experts suggest that, in the same way that advertisers can’t necessarily calculate an exact ROI based on the success of a single television commercial campaign, they should stop trying to attach a ROI to a social media campaign.  [quote] In fact, with the field of data science constantly growing in value, it’s highly possible that in the future, big data will be more valuable for a company than dollars spent.[/quote]

The following are some metrics that advertisers can use in order to help them determine an actual return on investment for a social media campaign.

Data through qualitative responses: One of the best ways to find out what consumers want from your company is to ask them directly. If the goal of your social media campaign is to ascertain data about customer wants, then incorporating questions that encourage them to engage by providing information such as their favorite websites or types of features they’d like to see integrated with your product, then a breadth of data can be invaluable.

Sharing: People tend to share content that triggers an emotion, and that they feel the need to share with others.  On Facebook, “likes” are valuable, but sharing is what brings your content into the minds of people who wouldn’t have seen it otherwise.  You can calculate shares in terms of impressions, and can compare your shares against previous campaigns.

Click-through rates, conversions and other analytics: You can also use data tracking tools such as Omniture to find out where people are finding your content, how long they stay on your page and other useful information that can help you build more successful campaigns in the future.

Press Impressions:  You know you’ve built a strong campaign if the press are covering it in a positive light.  AdAge and other companies are always reporting on businesses that use social media and digital marketing in innovative ways, and being able to capitalize on this helps to bring attention and viewership to your campaign so that even more people will pay attention.

At our Florida advertising agency, we understand that the importance of developing social media campaigns that drive sales in the short term while also providing a lasting brand-to-consumer relationship.  And in our book, a happy customer is always the epitome of success.

Contact us for help developing your social media campaign today!

 

 

Three of the all-time greatest QR Code Fails within 2011


RedBull ran a series of subway ads featuring QR codes. This was not an ideal situation, considering most subways don’t provide mobile phone reception. Woops.

Continental created a QR code for its in-flight magazine. But when passengers were actually able to scan the code (before takeoff and after landing) they were directed to a pop-up window that displayed off screen.

Esquire magazine featured a QR code on the cover of one of its magazines, only to place it where the mailing label goes. Another unfortunate blunder.

To prevent one of these fails, contact us here to keep you on the right track!

Read More

Illuminate: The best way to connect with your audience

Illuminate the way you connect with your audience. Create a short and fun video, aka “splainer,” to engage and inform your viewers. Here’s a splainer we created for Illuminate – a children’s health and wellness blog by Arnold Palmer Hospital. Check out the blog for more of our handiwork!

Read More

The debate big debate: To Google+, or not to Google+

So you’ve heard the hype about Google+. You’ve caught snippets of its new features and heard word of its competition with Facebook, but you don’t quite get the benefits and aren’t completely decided if you are going to sign up for an account.
New social media platforms can be overwhelming. Heck, a lot of people are still figuring out how to integrate Twitter into their social media routines. We’ll give you the rundown of Google+, and help you decide if this is one social media weapon you might consider adding to your arsenal.

Circles

In the real world, we have different circles of relationships. We have work friends, friends we like to have fun with on a Friday night, family and so on. So, sharing things on social networks should work in a similar fashion. With Google+, you can create different circles of people and share photos accordingly. This way you can share only your most flattering pictures with Grandma.

Hangouts

The next best thing to a real life conversation. Google Hangouts allows you to video chat with up to 10 people at a time, and even watch YouTube with them. You can let specific friends or entire circles know you’re hanging out, allowing other friends to join in the conversation at any given time, just like in real life.

Instant Upload

If you have a Facebook, you know how great it is sharing mobile photos of your latest adventures. If you have a Facebook, you also know how un-great it is uploading those photos from your phone onto your account. Enter Google Instant Upload. Your photos and videos will automatically upload to an album on Google+ that will be kept private until you choose whom you’d like to share them with.

Sparks

This feature is sort of like Google News, only you receive all of your updates in one place, and links, articles, videos, etc. are easily shared with friends. Let Sparks know some things you’re interested in and it’ll send you some things it thinks you’ll enjoy.

Huddle

Google Huddle simplifies the back-and-forth of making plans with multiple friends via text messages. Huddle creates one simple group chat where all your friends can text at once. Less time texting, more time doing.

+1 Button

This is a feature that, in many ways, resembles the Facebook Like button. Just hit the +1 button on a page to let everyone know they should check it out. If you’re a business, having the +1 button on your page will help you stand out and get better traffic. This is definitely a feature you don’t want to miss out on, even if you opt out of creating a Google+ account for yourself.

So what does this mean for your business?

Considering Google+ is still in what it calls a “field trial” and hasn’t yet rolled out its business account option, the truth is no one can be certain. The success of social networks is generated by people. And since Google+ is still in a trial mode, we can’t predict how it will be received by consumers. But what we are seeing is an undeniable buzz and excitement about this social media platform.

There’s no doubt that Google+ makes connecting and sharing with friends an absolute breeze. It also looks like the social network will revolutionize the business world. Functions like Huddle and Hangouts may play a significant role in the way colleagues and clients communicate remotely, allowing up to 10 people to communicate at once via their personal computers by video or by text. And the +1 button is an obvious benefit for businesses receiving increased traffic thanks to the button’s ability to increase your website’s popularity and visibility.

We’ve seen more and more employers ban Facebook from the workplace, and older generations deny its marketing benefits due to its college-centered demographic. The Google brand may bring about a more widely received approval from businesses and older demographics, based on its professional reputation. Unlike Facebook, Google+ wasn’t first released with a college-only clientele.

The future looks promising for Google+, and while we don’t suggest creating an account for your business just yet (Google promised to unveil an account for businesses soon), we encourage you to set up a personal account and become familiar with the platform. While Google+ is still in trial mode, and the popularity of its future is still not certain, now is a great time to become acquainted with the functionality. To create a personal account and start exploring the platform, you currently have to be “invited.” If you don’t have a friend who’s got an account, we’d love to invite you! Just email us at info@bigeyecreative.com and you can join the party, too.

So there you have it. The wonders of Google+. It’s hard to say how this social media platform will fare against the social media giant that is Facebook, but there’s no denying Google+ has some truly innovative features that improve connecting and sharing with friends, family and even coworkers. And that’s a real plus.

Read More