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Sep 2010

Keeping it fresh: new targets for social marketing

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Trying to think of new and interesting ways to keep your business’s social media marketing alive and kicking can be tough. When you get stuck, it’s important to find inspiration and the news is a great place to start. I’ve had a look at what people are talking about this week and how this can help your businesses social marketing campaign.

The kids are alright:

Last week I wrote about the Mommy bloggers and this week it’s all about the tweeny bloggers. Think of it as the revenge of the tween (young teen, to the unitiated) fed up with their mothers endlessly blogging about their nappies, then their first day of school and even their first kiss, the tweens have started to take control. The Independent reported that 15 per cent of 12- to 15-year-olds are already blogging and one in four are interested in starting.
As we are all aware social media is huge amongst teenagers, so targeting the younger segment of this age group is a sure fire way to get yourself noticed. Send a tween blogger your product, ask them to review and watch as all their friends begin saying to mum and dad ‘I want one of those!’

Bugging you:

According to the New York Times, as America is trying to eradicate the recent infestation of bedbugs, the pest control companies are having a war of their own- which ad will be seen first by those searching for pest control online? The New York Times article says: According to Google, general searches for “bedbugs” have increased 83 percent in the last year and 182 percent for bedbug-related searches in the last four weeks compared with the same period a year earlier.

If there is a sudden epidemic, let’s say bedbugs or swine flu, it may be a great opportunity to generate traffic, but don’t forget your ethical compass. Nothing is more likely to alienate potential customers like jumping on a public health bandwagon. It may be all about making the most of the moment – but unless your product is relevant, be cautious.

Be more open minded:

It can be easy to get caught up in trying to drum up business in the UK and the USA. We forget that money can actually be made elsewhere and we may not be as clued up as we think we are when it comes to social media.
India, for example, is currently in the midst of a social media phenomena- Bubbly. It already has 2 million users and is popular with Bollywood stars and big companies. It is basically a voice- based Twitter, using text alerts and dial-in codes to record and receive voice updates on mobile devices. When a user records audio messages and updates, followers can listen in whenever they want.
The idea for Bubbly came from America and presumably must have been targeted to India where mobile phone usage exceed internet usage. So, if you have an idea, think about where it would really work. Do your research and don’t be afraid to target countries you are not so familiar with.

Silver Surfers:

This may seem pretty obvious but you may not be aware about just how much and how fast social networking among older adults is growing. 42% of online adults age 50+ now use social networking sites, nearly twice as many as the 22% who did so a year earlier, according to a study by Pew Research. They are officially the fastest growing demographic among social network users.
This is a big step for the world of social marketing. It is a real chance to get a product out there to what could be a new market. What’s great is that when a mature adult says they like something on Facebook, their friends will listen. Older people still do have an authority that youngest users just don’t quite have yet. Get the oldies on your side and you’re laughing.

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Aug 2010

Mum’s the word: How to use Mummy Bloggers

Posted in Blogging | 0 Comments

Let’s forget about all the teen-based online attractions for a minute and take notice of the latest thing making waves on the web, yes it’s the mummy bloggers.

Ok, so if you’re not a mother, it’s probably unlikely you have come across these, but put ‘mummy blog’ into Google and see how many you are faced with:, and to name but a few.

Starting in America, like most things, mummy, or ‘mommy’ blogging as they like to call it, is a big deal. And as with most things that are a big, companies realise that this means money and will find some way for them to get in on the act.

But what exactly is this ‘mummy blogging’? It’s basically a mum, or sometimes a dad, talking about their experiences of parenting. It’s the ins and outs of what is like to have a child, covering everything from nappies – which are good to use? Recipes – what work well with children? And great days out – where to go? Can you see a theme here?

Recommendation is the common theme running throughout these blogs. Women are one of the most influential consumer groups and it is thought that typically they are the ones who buy products for their children and make decisions on the big household items to buy. So, if a woman sees that another woman liked a product or a place they will be more likely to use it or go there.

How can you use the mummy bloggers? If you have a product that you think could be useful in any way at all to mums, families, couples, then target them. Ask them to write a blog about it. Even the big shot companies are doing it.

This year Universal Pictures contacted the most well-known mummy bloggers in the USA at the time of the release of their movie Despicable Me. One mum Jennifer Donovan, who has been blogging for six years, was flown to the LA, put up in a luxury hotel and met all the stars of the film. Of course, she then blogged about it and openly admits a little more time was devoted to it, than perhaps if they hadn’t given her the trip.

The head of digital, online and mobile marketing at Universal, Doug Neil said: “We believe that the parents can be big influencers for us, and helping to sell the film and get their interest in promoting the film to their audience, as a stamp of approval for being a good wholesome safe film for families.”

In the UK, things are on a smaller scale, but advertisers and PR agencies are still keen to get their products out there and they know that mummy bloggers are a great way to do this.

As a business, it is an affordable and effective way to get your product seen and talked about. Elisa Camahort Page, the chief operations officer of , a leading US-based community for women bloggers, said: “Blogs also act not only as a loud speaker for the person writing but as entertainment for those reading.

“People are twice as likely to report turning to blogs for anything about information-sharing,” she says, citing the results of a recent BlogHer survey that compared blogs to other social media. The BlogHer directory lists almost 22,000 blogs and about 28 per cent of those are about parenting, she says, with fresh voices joining the blogosphere all the time.

So, particularly if you are small business, it is clearly worth targeting bloggers is an ideal opportunity. The mummy bloggers are often looking for ways to make a little money or to get freebies, so will be more than happy to try out your product.

Remember they are mummies and they write these blogs because they genuinely love their child and are devoted to giving them the best things in life (well, we hope so anyway). Without wanting to stereotype, women do enjoying sharing ideas and discussing things that work well, especially when it comes to children. So, writing a blog is just an extension of that. It’s creating that word-of-mouth buzz that would normally cost big bucks. And if the blogger doesn’t actually like your product, it really isn’t the end of the world, because online any news generated really is good news.

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