Mom's The Word - A Blog by Jen Maier Founder of urbanmoms.ca

Social Networking. Not just a virtual thing.

Marketers often spend a lot of time analyzing and strategizing about online social media - the power of social networking, the trend of online communities. I, of course, support this fully and completely. However, put aside the often present self-important navel gazing for a moment and at the core of all of this you will find good old fashioned community. "Social Networking" is also known simply as "socializing". "Social Media" can be more commonly referred to as "chatting". Yesterday was a great opportunity for my offline community (aka my neighbours) to get together and "network" (aka socialize) at our first annual Street Party.

Often we are so busy with the hustle and bustle of our jam packed days that we don't get the chance to really get to know the people who live just down the street. I recognize many of my neighbours and even stop and chat on occasion but, for the most part, it is a quick "good morning" or neighbourly smile as I rush off to this meeting or that activity. Yesterday was a chance to slow things down a bit, bring everyone together, and celebrate the beginning of summer.

The weather cooperated, the kids had a blast, and the company was top notch! Simple really, this whole Social Networking thing. Here are some pics from our fabulous day:

Nothing like the street closed off and a little road hockey.

Face painting and tattoos.

Nail salon station.

Basketball and Batman.

And sisters working together.

As a matter of fact, everyone worked together - set-up, take down, cooking and entertainment. Great fun was had by all! Community is powerful both on and offline.

Marketing and Social Media - Can they coexist?

So I'm putting on my marketing hat now because I feel the need to make a point. I keep reading about how marketers and brands need to get into online communities. How companies that aren't participating or creating social networks are missing out. How this is the future! Of course, I couldn't agree more. However, I don't think it is as simple as that and I know that many brands and organizations are struggling to figure this one out.

When people talk about social media inevitably the first example they give is Facebook. Want to talk about brands failing in online social media? Then talk about Facebook. I am on Facebook and I see very few opportunities for marketing in that environment. Why? Because it has nothing to do with what I am doing on Facebook, that's why! I am on Facebook to connect with friends and very few brands can add to my experience. The only one that I think comes close is Amazon.com's book tool. Other than that, nope. Also, Facebook may be the social network de jour but it is by no means the only social network out there and really, it is pretty unique.

The other thing I hear all of the time from eager marketers trying to get in the game is that they are going to create "customized branded online communities". Duh! Don't you get it? Just like you can't contrive a friendship or any relationship for that matter you can not "create" a community whether online or off. VERY few brands can make this work and those that do are total lovemarks (Apple) and have a real reason for being (The Running Room). This is not a matter of "If you build it, they will come". Just because it is there doesn't mean people are going to use it or connect to it or care. Most likely if they are a part of it at all, it will be because they think they are going to get free stuff. This is not a community.

So, what is the solution? How do brands take advantage of the opportunity to speak directly to their potential or existing consumer within their community? How can they build a relationship and give their target audience a chance to really get to know them? For most brands my advice would be to find an existing community and connect with your target market where they are already hanging out. There are plenty of them out there from the global to the national to the local.

The key is finding one that is open to brand participation and working with the community members to learn how your brand can best fit in. Yes, that's right, the community members. If you really want to make this work then create a strategy based on what the community wants. Do they want to learn more about physical health? Then have your brand make it happen. Do they want a chance to get out and have some fun? Make your brand the hero! This may take a bit more planning and digging but it is the only way to truly make this work because the whole point of an online community is that it IS a community where community members have a voice, play a role, and decide who is in and who is not pulling their weight.

So, do your research, work with a relevant partner, and do NOT attempt to recreate the wheel. If you really want to find a place for your brand within a community give the power to the people and let them invite you in.

Mom and Marketer

Sometimes I feel like there is more than one of me. No, I don't suffer from multiple personality disorder but I do wear many hats as they say. I am daughter, wife, sister, and friend but most of all I am Mom and Marketer. Many people see me in the schoolyard in my Lululelmons with no make-up and a 5 year old hanging off my arm and they know me as my kids' mom. That Jen is casual. She doesn't wear make-up and hangs out a lot at Starbucks. Jen the Marketer is professional, driven, and, despite herself, dresses up (and man does she ever thanks to a shopping trip to a local boutique with her good pal Karen). She, surprisingly, also spends a lot of time at Starbucks ;)

But sometimes it happens that these two Jens collide and it always makes me feel slightly ill at ease. Like today, I was decked out in my new suit (love! see pics below) and off to an important meeting but first I had to drop the kids at school. I wanted to make it quick before someone caught sight of me and wondered what that Jen was doing in the schoolyard. Unfortunately, I couldn't quite pull it off so I had a few comments from people like my daughter's teacher who said "Wow. You look great!" or "Where are you off to all dolled up?". OK, aside form the fact that I must be looking pretty bad as Mom Jen I felt weird showing up as Jen the Marketer on the other Jen's turf.

Mom Jen:

(this pic is particularly bad because I had just come back from a run so be kind)

Jen the Marketer:

(isn't the new suit AWESOME!) Check out this pic of the necklace up close...love!

Then, to top it all off, I got to my meeting and it turned out I was presenting in front of two moms I knew through my kids! Who was I now? I was dressed like Jen the Marketer but was chatting with these ladies as Mom Jen would about schoolwork, camps, and other mom-related topics.

It is strange, really, because other than the way we dress and our hair and make-up we are, of course, the same person. But for some reason these superficial differences make me feel insecure. I don't belong in the schoolyard all decked out and I certainly don't belong at a meeting in my Lulus!

urbanmoms.ca - Community Snapshot and Insight

Recently we put out our semi-annual member survey asking for feedback, ideas, and information from the urbanmoms.ca community.  I always find it incredibly interesting to hear from members on what their impression of the community is and how they would like to improve it.  We also learn a lot about who our members are.  I thought it might interest you to hear a little bit about what we found.

What we learned about urbanmoms.ca Members

• 55% of you are on facebook (Hey!  Me too...go ahead and look me up)
• 70+% of you tell at least 5 people about a product you love (not a single person said they tell no one)
• Almost 90% of you go online at least daily
• 75% of you visit urbanmoms.ca at least weekly (hooray!)
• Most of you have told at least 1 friend about urbanmoms.ca and almost half have told more than 5!
• The vast majority read the blogs but have never commented (come on...please?! we all love to hear from you!)
• Your fave areas of the site are Cool Products & Stuff and Contests and Promotions (We heard you!  We're working on some exciting new stuff)
• The majority of you want to see more contests and promotions, do more product testing, and provide your feedback more often - If this sounds like you - you are PERFECT for the Go2Girlz Product Testing Panel!
• 90% of you have 1-3 children with almost 40% having 2
• over 80% of you are between 25 and 44 years of age

Moms Are Powerful Consumers
Product Categories on the rise - Since becoming a mom your interest in or your consumption of the following has increased:

• Books
• Produce
• Packaged Goods
• Organic/Green Products
• Dairy Products
• Finances
• Electronics
• Decorating/Home Improvement
• Events in your city
• Personal Fitness
• Health and Wellness
• Cooking/Baking
• Online Shopping
• Music
• Gardening
• Coffee/Tea

And even those that didn't grow, consumption of or interest in the following categories remained the same since having children:

• Cars
• Travel
• Wine/Spirits
• Make-up/Skin Care
• Fashion
• Movies
• Media/World News
• Career

Interestingly out of all of the categories we listed not a single one declined in interest or consumption since becoming a mom.  Wow!  Moms are powerful consumers!

Thanks to all of you who regularly participate in our online research.  If you would like any information about urbanmoms.ca Consumer Insights please send me an email.

Why Faberge was Ahead of its Time...

Today was the perfect example of how and why word-of-mouth works. It just blows my mind that so few marketers really get it.  Remember that old ad from the 70's for Faberge Organic Shampoo where "she tells two friends and she tells two friends and so on and so on"?  Well, the hair might have been bad but they were bang on.

Let me set the scene for you: a group of moms sitting at a local Starbucks (me with my grande non-fat no water Tazo chai...see?  word-of-mouth in action) chatting about anything and everything.  A compliment was made to one mom on her great lipstick shade.  Surprise!  It's new and she LOVES it.  She told everyone at the table about the sample of Red Earth cosmetics she had lucked into.  I, for one, was all ears.  Not because I am really into make-up, in fact the opposite is true.  I haven't bought make-up in, well, far too long and I know very little to nothing about it but I knew I needed some new lipstick and a reco from a pal was way more effective than any ads, in-store displays or celebrity endorsements.

So, guess what I did?  After our little coffee break three of us (yes 3) walked the few blocks up to the pharmacy and bought some Red Earth cosmetics.  Not only did I get the exact lipstick my friend had on (Tea Rose in case you're wondering) but I also bought a red lip gloss and a light blush.  And the other two bought even more.  All of this because someone we trusted told us it was great.  And to top it all off I got a compliment on my new lips in a meeting and spread the word to the two women there and now here I am telling you. See what I mean about word-of-mouth marketing?

The Two Parts of the Whole

I've been meaning to do this for months - start my own blog, I mean.  I often write for urbanmoms.ca about motherhood and products I love and cool things other women are doing but I haven't done it regularly and I've never really written about urbanmoms.ca.  I guess I just assumed everyone kinda got it but yesterday, while checking out some stuff on del.icio.us I realized I was wrong...really wrong. How? You ask.  Well...urbanmoms.ca really has two parts and both are a reflection of me - The Mom and The Marketer. 

The Mom
If you want to know how it all began you can read the story here.  The gist of it is that urbanmoms.ca started as a community blog because I was so inspired by the amazing women I met after becoming a mom.  Anyone can contribute, write about whatever they want, as long as their goal is to inform and not offend. 

One of the most important components of this community is that ALL of our bloggers write without parameters.  We do NOT edit their work.  We do not dictate the topics.  We do not approve them and neither do the brands who host some of our blogs.  They are simply sponsoring the page. These forward-thinking brands understand that being a part of our community is good for their brand and that respecting the community is essential.  I read the blogs just like anyone else. Sometimes I laugh, or cry, or cringe but that is the value.  It is not a sanitized, copy-written, dumbed down version of what's real and that is really important.

As a community we want to hear the voices of other members, not one person's perspective or worse, one brand's perspective, but from each individual.  That's where the Marketer in me comes in.

The Marketer
I've always pushed the envelope a bit, asked too many questions, and more than likely got on some people's nerves.  As a marketer things are no different.  For the years I worked in packaged goods, targeting the mom consumer attempting to get a bit more share of her pantry, I asked a lot of questions because things just didn't sit quite right with me.  Here I was, a mom, the target audience, it was my pantry we were trying to gain share of and I struggled to relate to the marketing messages.

My "annoying" habit of looking at things from the perspective of the consumer is what finally led me to where I am now.  It was always clear to me that it is much better for a brand to get to know their consumer and to reflect their consumer's values.  Far better than it is for a brand to try to convince their consumer that they know who they are and what they want more than their consumer does.  This simply does not work and, in the process, it pisses off the very person they are trying to impress.

So urbanmoms.ca is built on that philosophy - Power to the People.  Not because we are radicals turning our backs on traditional media but because there is just too much to sift through and I'd rather hear it from someone I trust.  Drive awareness en masse through TV or print but build a relationship through social media.

That brings me right back to my time on del.icio.us yesterday.  I pride myself on the "realness" of the content on urbanmoms.ca.  That is the whole point.  So to the marketing wizards who have tagged some of our content advertorials or blogvertorials I BEG you to take a closer look. The brands you see here are endorsed by community members through the Go2Girlz or else they wouldn't be welcome and the blogs are written by moms whose only objective is to contribute to their community.

So, we're not about smoke and mirrors here.  What you see is what you get. We work with brands that make sense because we acknowledge that we are consumers.  But we respect this space and the people in it and that's what makes it a community.