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Online Mom Communities = Hotbed of Local Influencers

Event Interactive 2011
Format Panel
Organizer Lindsay Maines – rockandrollmama.com
Description 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?
Questions
Answered
  1. How do you identify communities where local influencers spend time?
  2. What sort of event or series of events would draw local influencers, and how do I create one?
  3. Are bloggers paid to go to these events, and how do I justify the operating cost to the finance department?
  4. When a blogger has attended our event, are they obligated to cover it, and how do I carry on the relationship?
  5. How can I engage with bloggers who are already talking about my brand in a way that creates new paradigms for partnerships?
Level Intermediate
Category Branding / Marketing / Publicity
Tags brands, marketing, publicity
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