4. Mom Bloggers Can and Do DO it ALL!
Earned
Media
Owned
Media
Paid
Media
4
Source: "The Converged Media Imperative: How Brands Must Combine Paid, Owned & Earned Media" Altimeter Group (July 19, 2012)
Converged
Media
Promoted
Brand
Content
Sponsored
Customer
Brands that
Ask for
Shared
Organic
Press Coverage
Corporate
Content
Traditional
Ads
The Convergence of Paid, Owned & Earned Media
6. 6
During this six-month program:
• Collected video applications
• Selected 20 potential members
• Ubisoft made final selection of 6 individuals /
groups
• Selected bloggers have aggregate impression
of 88,182*
Updated Ubisoft campaign results:
• 35 blog posts
• 21 YouTube videos
• 64 Facebook posts
• 87 Tweets
• 6 Google+ posts
• 53 Pins
Just Dance Just Sweat Dream Team: Case Study
Members of the Dream Team used Just Dance as a part of their
regime to reach their fitness and/or weight-loss goals
TOTAL PROGRAM BLOG
IMPRESSIONS: 529,092*
* According to Clever Girls Collective data and Complete.com
10. 10
Data gathered by PinReach.com
TOTAL REPINS: 882
http://pinterest.com/clevergirlscoll/cool-whip-everyday-desserts/
COOL WHIP Everyday Desserts: Case Study
Participants pinned many of the bloggers’ desserts on Pinterest,
increasing COOL WHIP Whipped Topping’s exposure
Founded out of need…Clever Girls beginningsEarly days – product was thrown at you with no expectationBrands need a guide on the inside + Bloggers needed a way to monetize their content and formalize relationships with brandsDooce, Tech Mama, Mom 101….lots of mid size to long tail bloggers
In a perfect world – your marketing/PR team has plan for all three of theseBloggers can do it all Old SpiceExamples:Disneyland and Disneyworld – REALTIONSHIP building, trips, conference,
Federated and glam logoCGC logoBig Fuel
Country Crock Thanksgiving Vegetable Dishes – 50 pinners#HolidayVeggies52Pins; XX RepinsXX Likes1,285followersSocial actions = # of likes +repins
The goal is GOOD Shareable contentNot page views, # of postsEXAMPLE: Cool Whip + HanesContent is fire. Social Media is gasoline.Good bloggers know how to promote their workYou can help too