Mom's The Word - A Social Media Marketing 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.

Product Testing Mania!

Last night was urbanmoms.ca's first official Product Testing Party. Picture this: 30 of our most influential Go2Girlz product testers, some amazing products, great food and you've got a party! The great part is these women took their jobs very seriously. We have some amazing feedback on each and every product that we will be compiling and will be used to generate our Holiday Wish List which will appear on urbanmoms.ca in the next few weeks.

In the meantime, here is a sneak peek at some of the pics.

Our wonderful hostess, Agathe, baking some yummy treats including Baileys Cake...mmmmmm.

Two of Agathe's boys helping to stuff the fab swag bags. Thanks guys!

Sampling wine and cheese.  Being a product tester is a tough job but somebody's gotta do it ;)

The Product Testing Mania in action!

The best part of my job...giving away prizes!

Check back soon for our Holiday Wish List generated by recommendations from this Go2Girlz event.

ROCKIN' the Baby and Toddler Show

Just a quick one guys because I am pooped.  Pooped from rockin' the Baby and Toddler Show all day!  Yup, after setting up until 9pm last night we launched our V.I.P. Party Tent at the show to a rave reviews. Born from a brainstorm with Maureen Dennis of WeeWelcome and Erica Ehm of fame of all kinds including her latest YummyMummyClub was the V.I.P. Party. The tent is 30x20 feet of funky fun with prizes and samples and tons of other cool moms.

Take a look at some of today's pics:

Me (Jen), Mo, and Erica...don't ask ;)

The Sun-Rype Juice Bar before the crowds!

The delicious Food Trust of PEI mashed potatoes...yum!

   

One of our V.I.P. Parties!

More later...gotta get some sleep before 2 more days of it. Stop by and see us!

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?