A look at some case studies from Mom 2.0 Summit marketers and small business owners:
Quaker Oats – Social Responsibility (Candace and Danielle)
Starting to recognize the power and influence of all the people in this room as far as brand reputation. 60% of consumers, during a recession, say they will stay true to a brand if it's for a good cause.
Wanted to develop a campaign that was able to market WITH moms, not just to them. 25 Bloggers – 25 Days // Taking silly photos of themselves with the Quaker guy.
11 parties simultaneously for Inauguration Parties – completely bi-partisan. Donated 2 cases of oatmeal to food bank of choice for each – all above and beyond a million oats donation on Facebook. Traditional media was quick to pick it up – Karen (Chookooloonks) had 5 media outlets at her house to cover the story in Houston.
Twitter profile – Quaker Talk (250 followers in one month) // almost 300 photos uploaded on Flickr // 1000 followers on Facebook. Was such a unique moment in time (inauguration), so it was pulled together quickly to leverage the hope and optimism at that time.
UStreamed some of the parties – live chatting and video, discussing the progress of the inauguration, etc. A first for Edelman and Quaker Oats – highly successful (and fun).
Opmom (Carrie Pacini)
Partnered with Sony and Young and the Restless — focused marketing efforts internally by adjusting modules of site to feature a promotion centering around a favorite application of OpMom: sharing recipes.
The group only selects themes that are engaging to their members – daily change-ups with questions, regular contests (like trips to Paris), regular requests for information.
YouData (Trae Nicholson)
MeFiles help connect advertisers waste money by sending out messages to people that are not interested or engaged. Have hooked up with companies like SoapNuts – a company with about 10 different target customers (quilters, septic tank owners, etc. – very varied!!).
They love YouData because they are respectful in the way they reach the audience. Only very targeted viewers even get to see their advertisements – not into doing multi-level marketing, want a more friendly approach to connect with people they really care about.
Susan Rafte of Pink Ribbons reaps the benefits of YouData for her NPO, as sites partner up with their organization to donate portions of their ad revenue (and encourage users to do the same) to them. While folks may not get rich watching YouData videos/ads, sending those dollars to an NPO can do a world of difference.